The Growth Newsletter #192

Timeless marketing lessons from print ads

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Read on demandcurve.com The Growth Newsletter #192 Timeless marketing lessons from print ads We're all using the same squishy hardware as our Ancient Greek ancestors. Our brains, that is. So, let's dive into timeless marketing lessons from old print ads.   – Neal Brought to you by North Star Inbound—the sales enablement SEO agency. 8M monthly visitors for an ad-based gaming website 352 in monthly conversions for a security company $137K in monthly revenue for a DTC brand   To get results like these, you could hire: An SEO manager for content strategy and page optimization A writer to research and write the draft An editor for mistake-free copy A designer to create impactful images A conversion copywriter to close the sale   OR, partner with North Star Inbound and let them get you results in months, not years.   Book a call for a free content audit and 10% off any engagement. Want to be featured in front of over 101,000 founders and marketers? Learn more here. Timeless marketing lessons from print ads Insight from Demand Curve.   Ever heard of this adage?   New problem, new solution. Old problem, old solution.   Say you're setting up a Shopify store or trying to grow on LinkedIn. For the most up-to-date resources, you should consult YouTube and blogs, not classic literature.   But if you're trying to figure out how to eat healthfully? This is an old problem.   Humans have been shoving food in their faces for hundreds of thousands of years. Old solutions have stood the test of time. The latest diet trend has likely been tried dozens of times throughout history.   This also applies to marketing. Capturing attention and convincing others to do something are some of the oldest problems.   Today, we'll show you three old newspaper print ads and how you can use the principles in your copywriting today to grow.   Let's dive in.   Sandtex show, don't tell   These ads from 1984 are smart: What they do well: They're visually interesting and grab attention. Extreme close-ups of two objects. One smooth; the other cracked. The words are huge. They succinctly show the benefits. In 8 words and 2 objects, they tell you what it is and why it's better than competitors.   Cheetos daring below the fold This one is surprising. Usually, in copy, you want to captivate your reader in the first three seconds. But here, the first 90% of the words have absolutely nothing to do with the product.   It takes a whole 33 words to get to the punch line. Which is literally below the fold—you have to open the folded newspaper just to see what this is all about.   It shouldn't work. But it does. Here's why: It's daring. It does the opposite of what we expect: to be sold something right away. It zigs where others would zag. It's sensory. When we finally get to the punch line, it's in a high-contrast bright orange—just like the person's fingertips. And those fingers tap into three senses: sight, taste, and touch. It makes you think and chuckle. You have to put two and two together to get it. That gives you a nice hit of dopamine and a chuckle. It's curiosity piquing. Your brain is a categorization machine. It demands to know what connects seemingly unlike things.   To write memorable copy, make it different, make it vivid, and make it curious.   Porsche's "before vs after" Here's a classic car copywriting tactic in action. BAB: before-after-bridge. Before: The problem/pain point your audience is facing. Like driving behind a Porsche in a car that's not a Porsche. After: What life is like when that problem/pain point is resolved. Hands grip a sport steering wheel. Bridge: The solution—your product—bridges you from before to after.   I like BAB because it spotlights experience. Try to zero in on and accentuate what it's like to have or not have your product. The Sandtex and Porches ads broadly fall under X vs. Y, a very common and powerful format in ads and organic content. Wrapping up   These ads? Old but gold. In short: Visually show, don't tell. Be bold, different, and intriguing. Use the before-after-bridge copywriting framework to sell the dream.   Want to be inspired by old print ads? Find more here and here. Something fun   Timelessness as a value prop. Also, a clever way to pitch both products. How we can help you grow Read our free playbooks, articles, growth guide, and teardowns—we break down the strategies & tactics used by fast-growing startups. Need help running ads? We've built the ads agency for startups. Looking for a growth freelancer or agency? We'll match you with a vetted partner for free. Get in front of 101,000+ founders by sponsoring this newsletter. What did you think of today's newsletter? 😍 Loved it:  Forward to a friend, or reply—a simple 😍 will do! It really helps. 🤷‍♀️ Meh: You can unsubscribe here, or manage your subscription here. 🤔 I'm new here: You can join the party here. 🤩 Give me more: Check out all previous growth tactics in our Growth Vault. Thanks, everyone! Have a glorious weekend. Neal O'Grady Justin Setzer Nick Costelloe © 2024 Demand Curve, Inc. All rights reserved. 4460 Redwood Hwy, Suite 16-535, San Rafael, California, United States Unsubscribe from all emails, including the newsletter, or manage subscription preferences.