What Can You Learn from This 1992 Advert—and How to Swipe the Concept for Your Business
Paul Wakefield…✍🏼
👨🏽💻 Blogger at PaulWakefield.uk | Business and lifestyle blogger | Author, Publisher, Copywriter.
What Can You Learn from This 1992 Advert—and How to Swipe the Concept for Your Business
It was tucked away in an old drawer, the edges yellowed with age. I pulled it out, curious, and found myself holding a piece of marketing history: an ad from 1992 boldly claiming, “Here’s How You Can Easily Make… $1,725.00 In 48 Hours!”
At first glance, it looked like a typical classifieds page. But as I read through it, I realized this was no ordinary ad—it was a masterclass in direct response copywriting. The promise was clear, the message compelling, and the structure flawless. This ad wasn’t just selling a product; it was selling a dream.
Back in 1992, this single ad reportedly ran in newspapers across the country and generated millions in sales. Why? Because it spoke directly to people’s desires and fears, offering a clear path to financial freedom with a no-risk guarantee.
But what can this 30-year-old ad teach us today? Let’s break it down and uncover how you can apply these timeless principles to your business.
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1. Start with a Bold, Specific Promise
The headline of this ad is a perfect example of a promise-driven hook:
“$1,725.00 In 48 Hours!”
It’s not vague. It’s not generic. It gives a precise result within a specific time frame, instantly grabbing attention. People reading it could immediately envision what that amount of money could do for them—and how fast they could get it.
How You Can Use This:
Craft a headline that speaks directly to your audience’s desires. Examples:
- “Double Your Leads in Just 30 Days—Guaranteed!”
- “Finally Shed 10 Pounds Without Giving Up Pizza (In 2 Weeks!)”
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2. Use a Personal Story to Build Trust
This ad doesn’t just throw numbers at you; it draws you in with a personal story. Jay Reiss, a “40-year-old family man,” shares how he found this system and changed his life. He was relatable, just like the people reading the ad.
This personal touch made the ad feel less like a hard sell and more like friendly advice from someone who’d been there.
How You Can Use This:
Incorporate your story or your client’s success stories into your copy. It humanizes your offer and makes it more relatable. For example:
- “I used to struggle with getting leads—until I discovered this simple system…”
- “Meet Sarah. Just 6 months ago, she was overwhelmed with debt. Today, she’s thriving using our proven program.”
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3. Eliminate Barriers with No-Risk Guarantees
The ad boldly offers a “No Risk Unconditional Guarantee.” Buyers could try the program for 30 days, and if they weren’t satisfied, they’d get a full refund—no questions asked. This kind of guarantee eliminates fear and gives potential customers the confidence to take the plunge.
How You Can Use This:
Offer a guarantee that makes it easy for people to say yes.
- “Not satisfied? Get your money back—no strings attached.”
- “If you don’t see results in 90 days, we’ll refund every penny.”
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4. Leverage the Power of Simple Benefits
The bullet points in this ad are genius:
- No inventory to stock!
- No office to maintain!
- No face-to-face selling!
Each one removes a common objection or pain point, making the opportunity feel effortless. The focus isn’t on features; it’s on how simple and stress-free the process is.
How You Can Use This:
When promoting your offer, focus on benefits that solve your audience’s biggest frustrations. Examples:
- “Automate your marketing with zero tech skills.”
- “Launch your business without quitting your day job.”
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5. Clear and Actionable Call-to-Action (CTA)
The ad doesn’t beat around the bush. It closes with a direct CTA:
“Mail No Risk Coupon Today!”
It tells the reader exactly what to do next and makes the process simple, while creating urgency. They don’t have to think—they just act.
How You Can Use This:
Always close your copy with a strong, clear CTA that leaves no room for hesitation. Examples:
- “Click below to start your free trial today!”
- “Book your free strategy session now and take the first step!”
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Final Thoughts
This 1992 ad was a massive success because it followed proven copywriting principles: a strong headline, a relatable story, clear benefits, risk reversal, and a compelling CTA. It was designed to get immediate action—and it worked.
Now, think about your business. How can you adapt these strategies to your next ad, email, or sales page? What bold promise can you make? What personal story can you share?
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If you’re ready to create copy that drives results like this, send me a message. Let’s craft a campaign that gets your audience to take action—fast.
Here's the full ad for you to read...
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"I write words that entertain, educate and make money."
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