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Denny's Daily Zinger: A Powerful, Believable Personal Pitch

May 2, 2014 By Denny Hatch
2
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In the media player at right is the German-language version of a full-page ad that ran (in English) in The New York Times. The headline and lede:

PAID ADVERTISEMENT

Internet Security and Heartbleed

My name is Klaus Brandstätter.
I am a German engineer living in Germany.
I will turn 60 this year. I started to learn programming
in high school more than 40 years ago and have since developed myself more than one million lines of code.
I am also CEO of HOB. I have looked at the problematic source code of Heartbleed and I understand the problem.

Ledes don't get any stronger than this.

The guy spent six figures for an ad in big, easy-to-read type.

He had important information about Heartbleed—a horrific data bug undetected for more than two years that has infected two-thirds of the Internet.

Above My Pay Grade, But So Powerful
The technology was beyond me. But Brandstätter said things that made absolute sense. For example:

Who is responsible for this? OpenSSL is open-source software and is mostly developed without pay, as a hobby on the side. Such open-source developers are sometimes only 17 years old.

For years, I have assumed an Internet sabotaged by know-nothing careless kids and exploited by hackers who are wizards.

Were I a CEO, I would pass this on to my CIO with the following note: "FYI."

Takeaways to Consider

  • I have never seen a more powerful, personal pitch, even though I didn't understand much of it.
  • What is your take?
Denny Hatch's new book is "Write Everything Right!" Basia Christ writes, "I read the book in two days...I couldn't put it down! It is fun reading filled with resources, anecdotes, and although I have an MBA in Marketing, I learned much more from your book than many of my classes." Click here to download (opens as a PDF) and read the first three chapters FREE. The title is also available on Kindle. Reach him at dennyhatch@yahoo.com.
 

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