What do you think of this 1914 space ad?

by abugah
11 replies
Let me have your opinion about this ad. Tell me about the copywriting principles applied.
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The Saturday Evening Post



Your Last Chance to Get

A HUDSON this Year

In Some Sections All Are Gone--In All
Others Only a Few Are Left

YOU must act quickly if you want a Hudson. More than a hundred Hudson dealers have orders in hand for all cars we can possibly deliver within the time specified.

SOME have oversold their allotments and are buying cars at a premium from other Hudson dealers, so they can protect their extra orders. At the factory we now average more new orders every day than our facilities can accommodate.

SO you can see this is not soliciting your purchase of a Hudson, so much as it is a warning that you should decide at once, if you are to get the one advanced car of the year.

BECAUSE of this demand for Hudson cars many intending purchasers will be forced to wait until late summer before they can get deliveries.

BUT in some localities it is still possible to find an unsold Hudson. A few dealers foresaw the great demand for the Hudson and early placed orders for a large number of cars. If you reside in a section where we are represented by such a dealer, then you are fortunate. In no other way is there any likelihood of your being able to get a Hudson this season. By just examining this one advanced car, even though you will be unable to get delivery, you can at least determine what automobile is next best for you to have.

Why This Great Demand?

We knew when Howard E. Coffin had finished the first HUDSON "33" that it would be a great success. So we built one of the most modern automobile plants in the world, covering practically six acres of floor space--especially to take care of the demand we were sure it would receive.

Because of the tremendous success of his four previous cars of different makes, dealers unhesitatingly placed orders for more than 10,000 cars--all our year's product.

We knew those orders were only tentative and meant nothing unless the HUDSON "33" fulfilled our every promise and made good every expectation of these shrewd buyers. But we also knew the car for it had been thoroughly tested under the most grueling conditions and on every sort of road before the trade knew that there was to be a new HUDSON model.

We perfected an organization to produce this car. We engaged engineers and mechanics, trained in the finest kind of machine work, to build the HUDSON "33." The demand for cars increased. Orders were placed by consumers faster than cars could be finished.

The plant and the organization to take care of the demand--and this during a season when automobiles were not selling rapidly and when predictions were rife that pries would be cut--has proven entirely inadequate to meet the requirements.

The simplicity that is embodied in every detail of the HUDSON "33," the ample provision for strength, for long wearing qualities, comfort, luxury and appearance established a new motor car standard.

The HUDSON "33" truly sounds the new keynote of simplicity. It has fewer parts than most cars. It is dust proof in every bearing and embodies features that were unknown in the costliest cars of two years ago.

These new features can be obtained in combination on no other car at any price.

The One Chance For You


Some few dealers anticipated this demand for the HUDSON "33." They placed orders for great quantities of cars and if you happen to live in a city or town where there is such a HUDSON dealer, then you may have a chance of obtaining a HUDSON "33" this year. It is remote--yet surely it is worth investigating.

If you are not contemplating buying a HUDSON "33" but are considering some other car -- no matter what its price may be--it is especially important that you first examine the HUDSON "33." In that way you will form a standard of what to expect in the car you have in mind.

Act quickly if you are buying any car this season.

Write us or see our dealer in your territory at once.

The HUDSON "33" is furnished in four types: A Touring Car at $1400, a Pony Tonneau at $1450, a Torpedo at $1500, and a Fore-Door Touring Car at $1500. Each model accommodates five passengers except the Pony Tonneau, which carries four. These prices include lamps -- gas and oil -- Prest-O-Lite gas tank, Bosch magneto, mohair top, tools and tire repair outfit.

HUDSON "33"

See the Triangle on the Radiator

HUDSON MOTOR CAR COMPANY
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#1914 #space
  • Profile picture of the author Increase Media
    It sounds like a 1914 ad to say the least. Thankfully copy has evolved since then. However, you can assume that the copy was written with the fact in mind that the target audience already knew what a Hudson was. If most people read it today, they would have to first find out what a Hudson is to relate or connect with the words.
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    • Profile picture of the author abugah
      Originally Posted by Best Damn Content View Post

      It sounds like a 1914 ad to say the least. Thankfully copy has evolved since then. However, you can assume that the copy was written with the fact in mind that the target audience already knew what a Hudson was. If most people read it today, they would have to first find out what a Hudson is to relate or connect with the words.
      Suppose you replaced Hudson with a Toyota Lexus or a well known model and changed a few things-would it work?
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      • Profile picture of the author Jake Dennert
        Originally Posted by abugah View Post

        Suppose you replaced Hudson with a Toyota Lexus or a well known model and changed a few things-would it work?
        Interesting post, abugah... I enjoy reading REALLY old ads.

        Honestly, you'd probably have to change a lot more than a few things for it to work with today's consumers.

        I'd actually never heard of a Hudson before reading the ad, but I'd be happy to share the copywriting principles that I see being used--even in an ad that's 97 years old.

        The one that sticks out to me right away is a combination of urgency and scarcity.

        "Your Last Chance To Get A Hudson This Year"

        "In Some Sections All Are Gone--In All Others Only A Few Are Left"

        It doesn't read all that smooth... but the general message is one of scarcity and urgency: Get one of these NOW, because they're almost gone.

        I also find it odd that the ad leads in with that kind of information... unless it was only put in front of people who:

        1) already knew what a Hudson was

        2) had already shown some interest in a Hudson

        Want to know what I liked MOST about this old ad?

        This line:

        "SO you can see this is not soliciting your purchase of a Hudson, so much as it is a warning that you should decide at once, if you are to get the one advanced car of the year."

        This made me chuckle, because it's basically saying:

        "We're not trying to get you to buy one, we're just saying that if you DON'T... you'll be behind, and not as 'cool' as those who were smart enough to buy a Hudson."

        This kind of message hits home with people who always feel like they need to keep up with what's "hip" or "cool" -- and never be left behind.

        Hmmm... VERY interesting to see just how far back these kinds of tactics go.

        Thanks for sharing, abugah.


        -Jake
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        • Profile picture of the author brightmarketing
          Agree with Jake.

          Overplaying scarcity and urgency. There's also a little bit of social proof going on. The writer tries to make you feel that everyone and their mother is going to be getting one, so you better get one too, or be left out.

          As far as using this ad in today's world, I doubt very much it would work. Consumers are more informed and more sophisticated than ever before.

          That said, there's no reason you couldn't apply the same principles in this ad creatively. Instead of using this ad to try and sell a car, use it to promote a limited time event.

          A sales event, or some type of giveaway that gets folks to your dealership. THEN you could use scarcity and urgency.
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          • Profile picture of the author MontelloMarketing
            I didn't read all the comments but the ad is full of brilliance.

            Sure verbage would have to change... just as anything written back then would feel "old." But the persuasion techniques are solid and as I said... some of it is brilliant. I think it's abso-freakin-lutely swipefile quality.
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            • Profile picture of the author max5ty
              Originally Posted by MontelloMarketing View Post

              I didn't read all the comments but the ad is full of brilliance.

              Sure verbage would have to change... just as anything written back then would feel "old." But the persuasion techniques are solid and as I said... some of it is brilliant. I think it's abso-freakin-lutely swipefile quality.
              Only one problem...

              who owns a Hudson today?

              The ads might have been cute to some....but they didn't make anyone rich.

              Ford came along with simple stuff and out sold everyone.

              A lesson in advertising?
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  • Profile picture of the author aandersen
    This was a Claude Hopkins ad.

    Go go Google Books:

    Life - John Ames Mitchell - Google Books

    but they didn't make anyone rich.
    I could be wrong, but the Howard Coffin series of "personality ads" was responsible for not only selling a lot of cars, but also turning Mr. Coffin into a somebody (chairman of the WWI Aircraft Production Board).

    who owns a Hudson today?
    Indirectly, people who own Chryslers. Hudson merged with another company to form American Motors, and AM was eventually sold to Chrysler. The AM-Chystler acquisition had a lot to do with Chrysler's success. You can read about it here:

    American Motors - Wikipedia, the free encyclopedia

    Then again, at your age, you were probably around for all that and know first hand (in the 80s).
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    • Profile picture of the author max5ty
      Originally Posted by aandersen View Post




      Then again, at your age, you were probably around for all that and know first hand (in the 80s).
      Ok, I probably should hate you for that comment...but you're a brilliant poster...so I'll let it slide
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    • Profile picture of the author abugah
      Originally Posted by aandersen View Post

      This was a Claude Hopkins ad.

      Indirectly, people who own Chryslers. Hudson merged with another company to form American Motors, and AM was eventually sold to Chrysler. The AM-Chystler acquisition had a lot to do with Chrysler's success.

      Thank you for this historical perspective.
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  • Profile picture of the author MontelloMarketing
    I don't give a rat's ass what happened to the company. The ad was obviously written by someone who knew what he was doing. And, as I said... it's filled with some brilliant uses of persuasion.

    Since when is copy judged on what's going on with the company 100 years later?
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    • Profile picture of the author max5ty
      Originally Posted by MontelloMarketing View Post

      I don't give a rat's ass what happened to the company. The ad was obviously written by someone who knew what he was doing. And, as I said... it's filled with some brilliant uses of persuasion.

      Since when is copy judged on what's going on with the company 100 years later?
      Good point...didn't think about that.
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