What Can You Learn from an Old Maid?

When I was a kid, I remember my relatives talking about some Great Aunt I’d never met. They called her an “Old Maid.” 

I had no idea what they were talking about, but I could tell they considered it an insult. 

Years later, I learned the meaning: A woman who has — gasp! — never gotten married. 

Today, countless women choose not to get married…

…and no one blinks. 

But back in the day, being an Old Maid was cause for pity…

…or disgust. 

I thought of poor, pitiful Great Auntie the other day when I reread an old Listerine ad from 1925 with this headline: 

“Often a bridesmaid but never a bride”

Here’s some of the ad copy: 

Then the kicker…

That’s the insidious thing about halitosis (unpleasant breath). You, yourself, rarely know when you have it. And even your closest friends won’t tell you…

And on it goes to describe how Listerine prevents and cures halitosis. 

That’s a brilliant ad. 

Some of you may cringe and call this “fear-based” advertising (in fact some people refer to fear-based advertising as a “halitosis appeal.”)

But here’s the thing: Bad breath is a real thing. Fear of repelling a potential mate is a real thing. And Listerine offered a real solution. 

If you want to connect with prospects, you have to meet them where they are (and then offer a real solution to their problem). 

In 1921, Listerine rang $115,000 in sales. By 1927, 2+ years after launching its halitosis ads, annual sales had grown to $4 million. By 1930, Listerine was the country’s third-largest print advertiser. 

The story of poor Edna sold A LOT of Listerine. 

Decades later, another family-run business grew from $10 million per year revenue to a publicly-traded behemoth earning more than $250 million per year…

…thanks to a different masterpiece advertisement.