“They All Laughed When I Said I Was Going to Start My Own Business.”

What Can You Learn From This 1992 Advert—And How to Swipe the Concept for Your Business?

Imagine the year is 1992. You’re flipping through a magazine, and this bold headline stops you in your tracks:

“They All Laughed When I Said I Was Going to Start My Own Business.”

It’s not just a headline—it’s a challenge. It taps into a universal feeling: wanting to prove doubters wrong. The story beneath it is even more compelling. It describes an ordinary person who took a small investment—less than $50—and built a thriving mail-order business, earning $500,000 a year.

For a generation that grew up with skepticism toward "get-rich-quick" schemes, this ad hit differently. It wasn’t about empty promises. It walked you through a relatable narrative: doubts, struggles, taking a chance, and achieving massive success. And it ended with a clear, actionable plan anyone could follow.

Fast-forward to today: While the medium (mail-order) might feel outdated, the principles behind this ad are timeless. This is not just a piece of advertising history—it’s a masterclass in persuasive marketing. Let’s break down why it worked and how you can adapt it for your own business in 2024.

1. The Headline: Speak to Their Deepest Desire

This ad’s headline grabs attention because it:

• Taps into a universal emotion—the desire to prove naysayers wrong.
• Creates curiosity—what’s this person’s secret to success?
• Speaks directly to a specific audience—aspiring entrepreneurs.

It’s bold, emotional, and challenges the reader to keep reading.

How You Can Swipe This Today: Your headline should do one or more of the following:

• Tap into a pain point or aspiration.
• Promise a compelling result.
• Use curiosity to draw people in.

Examples for modern audiences:

• “Everyone Said I’d Fail, But Now I Run a 7-Figure Business From My Laptop.”
• “They Thought It Couldn’t Be Done—Here’s How I Made $10K in My First Month.”
• “What If Your Side Hustle Could Replace Your 9-to-5 in 90 Days?”

2. The Relatable Story: Make It Feel Possible

The ad begins with a personal story: a man who felt stuck in a job he didn’t like, doubted by his wife and friends, and looking for a way out.

This vulnerability builds trust and relatability. The reader sees themselves in this story. If he could succeed, maybe they could too.

Then, the ad walks through his transformation:

• Starting with less than $50.
• Finding success selling simple products by mail.
• Growing to half a million dollars a year.

It’s specific, believable, and aspirational—proving the method works for "ordinary" people.

How You Can Swipe This Today: People love transformation stories, especially ones that show how someone like them achieved success. Share your personal journey or highlight a case study from your clients.

Examples:

• “When I started, I didn’t even know how to use social media. Today, I run a digital agency with 20 employees.”
• “Sarah was a stay-at-home mom with zero business experience. Six months later, her Etsy shop is earning $8,000 a month.”

3. Proof: Build Credibility Through Results

This ad doesn’t just claim success—it backs it up with proof:

• Specific results like $500,000/year or selling $40,000 of a single item.
• Testimonials from others who achieved similar success.
• Concrete, measurable benefits of the program.

Proof builds trust and makes the offer feel real. Without it, the claims would sound too good to be true.

How You Can Swipe This Today: In a world where skepticism is high, proof is non-negotiable. Use numbers, testimonials, case studies, or any other data that supports your claims.

Examples:

• “Join 10,000+ students who’ve already scaled their businesses using this program.”
• “We’ve helped our clients generate over $25 million in combined revenue.”

4. The “Secret”: Create Curiosity Around Your Offer

The ad positions its offer as a “secret” that only a few people know. This taps into the psychology of exclusivity and curiosity—people are naturally drawn to things that feel hidden or special.

It also frames the method as simple, affordable, and achievable for anyone. This lowers the barrier to entry and makes the opportunity feel accessible.

How You Can Swipe This Today: Position your product or service as a unique solution that isn’t common knowledge. Highlight how it’s easy to start and designed for people like them.

Examples:

• “Discover the little-known strategy that’s helping freelancers double their rates.”
• “This 3-step formula is the key to landing high-ticket clients—without spending a dime on ads.”

5. Strong Call-to-Action: Make It Easy to Say Yes

The ad closes with a simple, risk-free offer:

• A free booklet and catalog.
• No salesmen will call, and there’s no obligation.

It even uses urgency to nudge the reader to act now: only a limited number of free booklets are available.

How You Can Swipe This Today: Your CTA should tell people exactly what to do next and give them a reason to act immediately. Reduce risk with guarantees or free trials.

Examples:

• “Download your free guide now and start building your business today.”
• “Book a free strategy call before spots fill up.”
• “Try the program risk-free for 30 days—if you don’t see results, you get your money back.”

Why This Ad Still Works in 2024

This ad may be 30 years old, but the psychology behind it is timeless. It connects with readers on an emotional level, builds trust through proof, and makes it easy to take action.

Whether you’re creating LinkedIn posts, email campaigns, or landing pages, the same principles apply:

1. Grab attention with a bold headline.
2. Build trust with relatable stories and proof.
3. Position your offer as the key to achieving their dream outcome.
4. End with a strong CTA that makes it easy to say yes.

CTA

If you want to learn how to apply these timeless strategies to grow your business, I’d love to help. Let’s craft marketing that connects with your audience and drives real results.

Message me today, and let’s get started!

Here's the full advert for you to read...

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