Sometimes shining a light on our past illuminates our present. Small business marketers needing some inspiration or just a good laugh can find both in
The Mad Old Ads by Dick Sutphen.
Written forty years ago, this small volume skims across centuries of ads that are just a bit off. It’s a quick read, with ads grouped into sections such as: “Quacks and Imposters”, “New Ideas and Inventions” and “Swindles and Hoaxes”. Pages 9-12 briefly overviews the earliest history of ads--if you are looking for some clever trivia to toss out at your next industry association get together, you’ll find some offbeat material in Suthphen’s introduction.
Just like the old newspapers they were printed in, you can recycle some of the best content from a few of these ads in your marketing campaigns. Reading through the book, we were delighted to find many of the products were similar to merchandise offered on contemporary DRTV spots or in-flight catalogs. These are some of our favorite products:
- The Health Jolting Chair, p.37. Maybe some inventor should modify for an infomercial.
- The Desk of the Age, p.42. This is a parallel to today’s computer hutch.
- Our New Magic Lantern, p.43. David Ogilvy would have been proud.
- The Ozone Generator, p.21. Maybe those ionic air machines aren’t really so new…
If nothing else, the above products should convince of us that though channels change, the wants and desires of the end-user have not really altered much at all.
Some of the ads are downright inspirational, if a bit heavy-handed. Browse through these next time you need some ideas (or feel guilty over some extravagant claim you’ve made):
- Live Toads in Beer, p.99. If you ever have to pen a public retraction, have courage--and think of this poor soul.
- Burglar Ad, p.68. For all you insurance copywriters.
- Sozodont, p.120. If you are writing a comparative ad.
- Geo. N. Stoddard, p.91. If you need some ideas for any health supplement copy.
- Grasping Landlord, p.58. Beware of picking on dead people…
- Ten Toes, p.103. In case you are contemplating an affair with an Irishman’s wife.
- Dover Egg Beater, p.50. Next time you are reaching for that ultimate claim...
For a few laughs, and a bit of an uplift, check out Dick Suthphen’s The Mad Old Ads.
Remember: People (customers and employees) + Package (your Face to the Customer) + Brand (who you are) = Marketing Success.
© 2006 Marketing Hawks
| Craig Lutz-Priefert is President of Marketing Hawks, a firm providing essential marketing vision for small business. Marketing Hawks also sponsors the ongoing small business adventures of entrepreneur Crystal Trino at JourneyToday. |
