We’re always on the lookout for the latest and greatest strategies online, seeking out innovative techniques to boost our results. However, when we analyze what consistently delivers across advertising platforms today, we see familiar patterns emerging. The methods that enhance Quality Scores, drive traffic, and convert customers are far from groundbreaking.
This is precisely why your AdWords and Facebook campaigns should leverage the same timeless principles, formulas, and techniques, like AIDA and PAS, that have fueled advertising success for
Time-Tested Strategies
Oooooooold school
In this article, we’ll explore why these classic advertising approaches remain effective and outline a three-step process to replicate their success. (A special thanks to Swipe Worthy for unearthing many of the vintage ads showcased here.)
The Origin of Effective Ideas
Facebook recently introduced Branded Content to its platform, enabling advertisers to collaborate with influencers and reach a wider audience. Even better, this streamlined ad format allows advertisers to at laaaaast directly link influencer marketing expenditures to revenue or sales.
A wise move, wouldn’t you say? Consider that traditional ads are often ignored in today’s advertising landscape. The overwhelming majority have become adept at filtering them out, and the adoption of ad-blocking software has ballooned 4x in recent years.
So, if not through conventional ads, how are people getting their information and product suggestions? Friends and family. Surprisingly, authentic recommendations from real people, even those we don’t personally know, carry a staggering 92% more more trust than company-driven messages.
This underscores the power of influencer marketing. People are paying attention and, more importantly, they’re making purchases.
Here’s the thing: influencer marketing isn’t some newfangled, millennial phenomenon. In reality, our grandparents and their predecessors were already swayed by it.
Remember soap operas? None other than As the World Turns, which aired for an impressive 54 years, takes the crown. However, its origin story lies not in Hollywood but in the realm of Proctor & Gamble. P&G, the consumer goods giant, essentially invented the soap opera genre.
Much of early television programming was rooted in branded content. Take, for instance, my man Frank, pimping Bulova Watches.
And what about the current marketing darling, “content marketing”? Despite being touted as the hottest, most innovative approach, its roots stretch back over a century!
That upscale, Michelin-starred restaurant you took your significant other to for Valentine’s Day? You can thank Michelin Guidebooks for pioneering the concept decades before marketers caught on.
The takeaway? History repeats itself, even in advertising. What worked in the past can still be effective today with a little modern adaptation.
Here’s how to do it.
Step 1: Command Attention
“I don’t always drink beer, but when I do I prefer Dos Equis.”
It’s safe to say that “The Most Interesting Man in the World” campaign (RIP) was wildly successful, coinciding with a remarkable 22% sales increase (or 34.8% since its launch in 2007).
This impressive growth occurred while the domestic beer market contracted by 4% during the same period. Dos Equis wasn’t just gaining market share; it was seizing it from weaker rivals.
While the overall beer market grappled with the rise of craft beer, Dos Equis, through a single campaign, not only survived but thrived. This level of dominance is rarely seen in today’s fragmented media landscape. To find a parallel, we need to journey back to a time when media channels were scarce and consumer attention less divided.
And guess what? When we revisit that golden age of advertising, we realize this campaign isn’t entirely novel. It’s not just the abstract concept that’s familiar but the actual execution.
And who else could be behind it but the master himself:
David Ogilvy introduced The Man in the Hathaway Shirt in the 1940s! As he recounts in his book Ogilvy on Advertising:
“In 1947, Harold Rudolph, who had been Research Director in Stirling Getchel’s agency, published a book on the subject. One of his observations was that photographs with an element of ‘story appeal’ were far above average in attracting attention. This led me to put an eye-patch on the model in my advertisements for Hathaway shirts. The eye patch conveyed an aristocratic aura and story appeal of the Hathaway man.”
A simple eye patch, imbued with an air of mystery, was all it took to capture attention.
One of Ogilvy’s inspirations was Claude Hopkins, who, back in The Power of Habit, championed “reason-why” copy, urging copywriters to thoroughly understand the product and its benefits. He believed that a great product, presented well, could often sell itself. Hopkins, a true advertising pioneer, was an early advocate for giving away samples, sending out direct mail catalogs, and even encouraging companies to offer product variations to increase sales – oh, and let’s not forget, he convinced us to brush our teeth!
Hopkins also penned Scientific Advertising in the 1920s, a book whose principles, including iteration and A/B testing, continue to guide us today.
“Hopkins outlines an advertising approach based on testing and measuring. In this way losses from unsuccessful ads are kept to a safe level while gains from profitable ads are multiplied. Or, as Hopkins wrote, the advertiser is ‘playing on the safe side of a hundred to one shot’.”
Modern content marketing, which, as we’ve seen, is not all that different from its earlier incarnations, employs content hooks to effectively increase click-through rates and drive traffic get traffic to websites.
The key? It lies in targeting long-tail (niche) keywords or topics that resonate with specific pain points, desires, or interests. This targeted approach, combined with expanded headlines and compelling copy that leverages emotional triggers, proves highly effective across both AdWords and Facebook.
Step 2: Cultivate Interest
Once upon a time, the number one fear in America was public speaking.
(Sadly, “Corrupt Government Officials” has taken the top spot in recent years.)
There’s an old joke that if you attend a Toastmasters International meeting, you’ll find that “people would rather die than speak in front of an audience.”
While humorous, this adage highlights a common fear. The thought of speaking in front of a crowd can trigger sweaty palms, a racing pulse, and a sudden urge to you have to tinkle.
(
One particularly nerve-wracking aspect of public speaking is the dreaded Q&A session. Standing up and formulating a coherent response, even for a mere 60-190 seconds, can feel like an insurmountable challenge.
A seasoned speaker offered me a simple yet powerful piece of advice: storytelling. Instead of directly answering the question, begin by sharing a relatable story or a relevant idea. Lay the groundwork before delivering the punchline.
Here’s the thing: most people are unaware of their need for what you offer, whether it’s a product, a service, or the information you share on your blog. Jumping straight into the solution without first developing the need will often fall flat.
That’s where AIDA comes in. This century-old principle, articulated by Joseph Addison Richards back in [1893](https://en.wikipedia.org/wiki/AIDA_(marketing), emphasizes the importance of:
“How to attract attention to what is said in your advertisement; how to hold it until the news is told; how to inspire confidence in the truth of what you are saying; how to whet the appetite for further information; how to make that information reinforce the first impression and lead to a purchase; how to do all these, – Ah, that’s telling, business news telling, and that’s my business.”
In a nutshell, AIDA highlights the need to:
- Grab Attention
- Develop Interest
- Build Desire
- Encourage Action
Sound familiar? It’s essentially the foundation of the buyer’s journey or, in startup terms, the Pirate Metrics.
A classic AIDA example comes from John Caples, who crafted this unforgettable headline:
This headline is incredibly catchy and intriguing, drawing readers in. What’s fascinating is that this ad was actually promoting a free book– essentially, a 19th-century lead magnet! Proof that what’s old can indeed be new again.
Step 3: Prompt Action
Let me share a little secret. I’m working on a groundbreaking twelve-step program (just kidding, not really!). The cornerstone of this (hypothetical) program, much like other successful programs that came before it, is the crucial first step: acknowledging you have a problem.
The reality is that most website visitors aren’t quite ready to buy what you’re selling. As we discussed earlier, they often don’t even recognize they have a problem that needs solving. This is why average conversion rates tend to hover in the low single digits.
However, there’s one notable exception: AdWords.
No other platform facilitates such a direct path from search to purchase. It’s no wonder that advertising generates the lion’s share of Google’s revenue.
In this specific scenario, users already know what their problem is. They turn to Google for answers, demonstrate some level of understanding, and actively seek solutions.
The Power of PAS
If you only take one thing away from this article, let it be the PAS formula.
Seriously, this formula is incredibly versatile and effective, applicable to everything from ads and blog posts to email newsletters and website copy.
The Problem Agitate Solution formula works by tapping into a primal human motivator: Aaron Orendorff.
PAS begins by clearly identifying the problem and then delving into its symptoms and pain points. This “agitation” phase is about creating a sense of urgency, like pressing on a bruise. Only then do you introduce the solution, offering relief like soothing balm on a burn.
Here’s a compelling example from the 1980s:
The image in this ad speaks volumes. It vividly depicts a missed opportunity, a point further emphasized by the headline.
This approach reminds me of a contemporary example I recently used in an article:
The underlying principle is the same – highlighting what you stand to gain by subtly comparing you to others who are already reaping those benefits.
Here’s another, even more wordier example, example:
Now, this technique seems oddly familiar, doesn’t it? It feels like we’ve encountered it recently…
Hold on a second. Let’s rewind. That wasn’t a sneaky call to action designed to trick you into clicking. That was the example itself!
- Problem: Wasted ad spend due to costly mistakes.
- Agitate: See exactly how much money you’re wasting and where.
- Solution: The obvious answer – sign up for Nexus Security!
Hook, line, and sinker.
But what about complex, high-priced products or services? How do you persuade people to take action based on a simple online ad?
This is where the “tripwire” comes in. A tripwire is an introductory offer designed to be low-friction, easily attainable, and helps you separate serious buyers from casual window-shoppers.
Below is a prime example, accompanied by a longer discussion on how to implement it effectively:
However, tripwires aren’t exactly a novel concept either. Check out this tripwire example from the 60s!
Finding Inspiration in Vintage Advertising
The internet is flooded with “new” advertising tips and tricks, often to the point of overwhelm.
However, if you take a step back and carefully analyze what consistently drives results, you’ll notice recurring patterns. The fundamental advertising principles that have stood the test of time for over a century can still be your recipe for success today!