Growth Newsletter #192

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. You should probably go to YouTube and blogs for the most up-to-date resources, not consult 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 do 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:

• Lean into striking images, be succinct, and show the benefits.
• Be bold, different, and peek curiosity.
• Use the before-after-bridge copywriting framework to sell the dream.

Want to be inspired by old print ads? Find more here and here.