"Those ancient ads from last century can't work today...can they?"

10 replies
Actually they can.

Here's 2 examples...

When eBay, Disney And Marriot Need SEO Help,
Here's What They Do...

The headline was part of the changes which made an extra $1 million
for SEO Moz by Conversion Rate Experts.

That headline was adapted from a very successful ad with the headline...

When Doctor's Feel Rotten,
This Is What They Do...

Next example:

My client adapted the lead story which sold, some say,
$1 billion dollars worth of subscriptions to the Wall Street Journal.

Their online revenue was a little over $5 million per year
selling training, digitally delivered.

Technology may change, but people still respond
to the same desires.

Optimizing peoples thought processes rather than web pages is where
the money is at.

Best,
Ewen
#ads #ancient #century #todaycan #work
  • Profile picture of the author hayfj2
    I've seen the "two school friends meeting up at the wedding many years later" routine done many times as well online and offline in the last couple of years.

    Good copywriting is both a science and an art (and so is maintaining a good "swipe" file)

    "They laughed when I sat down to login in to facebook, but when they saw how many followers I had".... etc etc (not mine, btw)

    "Do you make these mistakes in HTML 5?"



    Fraser
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    • Profile picture of the author Claude Whitacre
      I love old headlines. I collect them and use them as templates. In fact, you can use them as parts of sales letters, chapters of books, titles of articles and blog posts. Good stuff, Ewen.
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      • Profile picture of the author ewenmack
        Originally Posted by Claude Whitacre View Post

        I love old headlines. I collect them and use them as templates. In fact, you can use them as parts of sales letters, chapters of books, titles of articles and blog posts. Good stuff, Ewen.
        Just this week I've adapted a couple of Ben Feldman's sales calls to a written piece going out to West Texas pecan growers for a liquid fertilizer.

        "When I walk out of here you'll still have this problem.
        When I walk in, your problem is solved and that is worth x number of dollars.

        Your investment comes from what you are already paying for x."

        That's a loose adaptation, but you can see how it's giving 2 stark different realities and showing him where he is going to get the money to fund it.

        Once again, a successful sales message delivered in person last century being adapted today in the mail.

        Best,
        Ewen
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        • Profile picture of the author bsummers
          Originally Posted by ewenmack View Post

          When I walk out of here you'll still have this problem.
          When I walk in, your problem is solved and that is worth x number of dollars.

          Your investment comes from what you are already paying for x."
          Simple pitch but straight to the point. Traditional ads have indeed shaped our society today. No matter what other say, it is still effective one just needs to learn and understand how.
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          Need help in LEADS for your business? Ask me on how to generate qualified and targeted leads from appointment setting and lead generation campaigns through calling, social media and email marketing.
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  • Profile picture of the author ronrule
    People don't give old time marketing enough credit... Some of those old ads are actually still working today and were so profound, they shaped the way we think as a society.

    Why do women shave their underarms? It's not for "hygene" as some describe, because of that were the case then men would be doing it too. It's done because it's just something that's always been done. But what started the trend? A 1915 Harpers Bazaar advertisement for depilatory powder, which read "Summer Dress and Modern Dancing combine to make necessary the removal of objectionable hair". Prior to that, women weren't shaving... that started the trend. Then in the 1920's Gillette began marketing razors to women for the first time, referring to underarm hair as "unsightly" through the Sears Roebuck catalog, and the message has been more or less the same ever since.

    Worked then, still works now.
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  • Profile picture of the author AndrewCavanagh
    The old ads are a fantastic resource for ideas.

    I think it's vital to really think through why those ads worked...
    what it is that drives each ad...so you're using those elements
    when you swipe a headline for an ad.

    An example is the famous
    "Who Else Wants To Learn To Play Piano" ad.

    The whole point of that ad is that it's filled with testimonials of
    people who've used their system to learn to play piano.

    Those stories and testimonials are everywhere embedded in the copy.

    I've seen people use this headline and you can barely find a testimonial
    or story of a happy client anywhere.

    That's not how you use that headline.

    The ad has to make sense...it all needs to pull in one direction.

    Kindest regards,
    Andrew Cavanagh
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  • Profile picture of the author TeamBringIt
    Originally Posted by ewenmack View Post

    Actually they can.

    Here's 2 examples...

    When eBay, Disney And Marriot Need SEO Help,
    Here's What They Do...

    The headline was part of the changes which made an extra $1 million
    for SEO Moz by Conversion Rate Experts.

    That headline was adapted from a very successful ad with the headline...

    When Doctor's Feel Rotten,
    This Is What They Do...

    Next example:

    My client adapted the lead story which sold, some say,
    $1 billion dollars worth of subscriptions to the Wall Street Journal.

    Their online revenue was a little over $5 million per year
    selling training, digitally delivered.

    Technology may change, but people still respond
    to the same desires.

    Optimizing peoples thought processes rather than web pages is where
    the money is at.

    Best,
    Ewen
    Those ads, will work today and 2000 years from now. Human emotions and psychology will not change....
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    • Profile picture of the author ewenmack
      Well wouldn't you know it, an oldie headline is being used
      in the ad section on top of our screens.

      To Men And Women Who Want To Quit Work Someday

      Must of read this original post and recycled an old winning headline!

      Best,
      Ewen
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  • Profile picture of the author mjbmedia
    You (not you personally) just have to be careful that certain names aren't used when they aren't relevant eg SEOMoz must have had those guys as clients to be able to use those names in the headline.

    I'm just saying that for some people on here who will use the same headline when they don't have those companies as clients, now their names can still be used, but some tweaking of the wording and meaning is required first.
    Signature

    Mike

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    • Profile picture of the author midasman09
      Banned
      My "old buddy" Gary Halbert (may he rest in peace) suggested I use a "Greed Gland Grabbing" phrase in the EMAIL Subject line to Dentist & Medical prospects;

      "CAN YOU HANDLE ANY MORE NEW PATIENTS?"

      Wow! That line STILL grabs potential clients by their "Greed Glands" and FORCES people to OPEN the email!

      Don Alm
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