Demonstration

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Demonstration is a good way to prove your claims.

For example, it was used with great effect back in the early days of television.

Earlier today I was doing some research on the topic and looking at old TV commercials. This one made me laugh. I don't think the announcer quite believed his claim... watch him flinch!

YouTube - Colgate 1958: Invisible Shield
Nevertheless, the "Colgate Shield" hook was used in several of their commercials back then and helped sell a lot of toothpaste.

Can you spot another marketing tactic Colgate used?

Alex
#copywriting #demonstration
  • What a fantastic commercial.

    1. They showed mechanism.

    "Of all leading brands, only Colgate contains gardol."

    Showing why it's different, why it's worth listening to, and then setting up for the demonstration.

    2. Ease of use - one brush does X, Y, and Z (and lasts all day).

    3. The kid learning to swim at the beginning was a pretty strong nostalgia statement/shared experience. Kind of says, "Yeah, it seems like a pain in the ass, but once you get to it... you'll be shocked how easy it is."

    Ties in with #2.

    Great find, Alex.

    Best,

    Angel
    • [1] reply
    • You got the one I was thinking of... "Gardol". Gardol was Colgate's trademarked name for Sodium N-lauroyl sarcosinate.

      Creating language elements is good for credibility building.

      Alex

  • The old apples/oranges comparison with the plexiglass shield and the "invisible" tooth shield Voodoo.
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    Demonstration

    Demonstration is a good way to prove your claims. For example, it was used with great effect back in the early days of television.