80-year-old marketing lessons still apply
I recently ate at a restaurant whose decor included old advertising posters. An ad for coconut oil shampoo from 1925 fascinated me.
Why? Because it used so many of the modern copywriting principles we copywriters try to incorporate. It started with a benefit oriented headline, continued with social proof in the first sentence, quote thousands of users unquote, and then went right into long copy with a lot of benefits.
1925!
I’d love to know what copywriter has this in his or maybe her portfolio. Guessing it might have been John Caples.
A lifelong activist, profitability and marketing specialist Shel Horowitz’s mission is to fix crises like hunger, poverty, racism, war, and catastrophic climate change—by showing the business world how fixing them can make a profit. An author, international speaker, and TEDx Talker, his award-winning 10th book, Guerrilla Marketing to Heal the World, lays out a blueprint for creating and MARKETING those profitable change-making products and services. He is happy to help you craft your messaging and develop profit strategies. Learn more (and download excerpts from the book) at http://goingbeyondsustainability.com
|I’d love to have been at the meeting where copy writers discussing turning Mane ‘n Tail Shampoo into a product for humans!
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Ha ha, for sure.
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I totally agree. In my books and articles I contend that other than the mediums available, nothing has really changed in marketing for over 100 years. Even marketing texts from the 1800s have the same basic principals as we use today. Selecting a good target market, creating a compelling message, repeating the message, measuring success and following up, are the basis of any effective marekting solution.