Old Codger Secrets for Marketing Success

back in the day

Over dinner the other night, my pals and I had one of those “back-in-the-day” conversations.

Back in the day, we said, people couldn’t stream music on their phones or computers.

We had to buy vinyl records (big as a dinner plate) and play them on bulky record players. If you scratched the record (easy to do), the needle would skip or, worse yet, get stuck.

Then you’d have to climb out of your bean bag chair, trudge over to the record player, free the needle from the spot where it stuck, and resume your listening pleasure.

Back in the day, someone knew what you meant if you said, “You sound like a broken record.”

Start a sentence with “back in the day,” and the young ’uns roll their eyes and dismiss you as an old codger.

They don’t want to hear how hard you had it back in the day. They reject the notion that they have it easier today. They embrace modernity. They celebrate progress.

But here’s the thing… Sometimes we can learn a lot from way-back-when.

Take marketing for example.

Back in the day, you couldn’t sell anything with one click. No impulse buys. No seven-day-free trials that automatically convert to a paid account. No “click to learn more.” No YouTube videos to boost the marketing message.

Old-time copywriters created print advertisements that had to do it all.

The ads encouraged prospects to climb from the sofa, grab a pair of scissors, clip the order form from the bottom corner of the ad, fill it out, find the checkbook, write a check for the amount due, stuff the order form and check into an envelope, fasten a stamp to the envelope, drop the envelope in a mailbox.

That’s asking a lot.

Here are some of the copywriters who did this well: Claude Hopkins, John Caples, Victor Schwab, Joe Sugarman, Gary Bencivenga, Gary Halbert, and Eugene Schwartz.

The best copywriters working today don’t dismiss these copywriters as old codgers. They embrace them as marketing legends. They study and adopt the legends’ strategies and tactics. They know: What worked well back in the day can still work well today.

Whenever you’re ready…here are a few ways we can help you become a storytelling stand-out so you’ll land more clients:

1) Follow Tom Ruwitch on LinkedIn and Facebook and (if not subscribed already) join our email list.

2) Attend our free training: “How to Harness the Magnetic Power of Storytelling…” Discover how to transform marketing from a confusing, resource-draining hassle into something that’s simple, fun AND productive. Details and registration here.

3) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

4) Become a Story Power VIP in the Content Transformation Academy: Master how to discover, assemble, and deliver business-building stories. Weekly masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

5) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

6) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.