“Will you accept this opportunity to learn at my expense absolutely, how to be rid forever of all forms of stomach trouble — to be rid not only of the trouble, but of the very cause which produced it? Write today.”
Or rather, read today. Read the rest of this post. And then maybe do what I say at the end, which will take you at my expense absolutely to the ad which I quoted above.
The headline for the ad was INDIGESTION. The offer was a patent medicine called Dr. Shoop’s Restorative.
The copywriter may or may not have been Claude Hopkins, author of Scientific Advertising. He cut his teeth writing for Dr. Shoop’s. Right around the time this ad came out.
Or maybe the copywriter was John E. Kennedy, author of Reason Why Advertising, and inventor of the concept of “Salesmanship in print.” Kennedy also wrote copy for Dr Shoop’s.
Whatever the case is, this ad shows you the future.
Yes, it was written more than 100 years ago, and it ran all over the country starting in 1905.
But trust me, it shows the future.
I’m writing a book right now on insight marketing. This is a new concept that only a few smart marketers, like Stefan Georgi… and Travis Sago… and Rich Schefren are using consciously right now.
But if you look at this ancient patent medicine ad… it’s like an insight fossil. It shows you the moment where the insight fish crawled out of the sea of promises and onto dry land — and even grew some legs to start walking.
I resisted sharing this ad with anybody for a long time. But I guess the time has come.
So if you can read between the lines, and you want to see the future of direct response advertising, then sign up to my email newsletter. That’s my condition for sharing this ad with anybody. And once you’re signed up, reply to my welcome email and ask for the insight fossil ad. I’ll send you the link.