03 Aug 5 old advertising principles that are still relevant in 2022
There are many sayings about the old made new again.
But when it comes to advertising and marketing, there are several time-tested principles that can be used today. From the Rule of 7 to basic advertising copywriting and messaging, there are numerous ideas that are proven and still have their place in the digital world.
Keep reading to learn more about a few older advertising schools of thought that are still relevant today.
Rule of 7
One of the oldest marketing principles in the playbook, the “Rule of 7” refers to the idea that it takes seven exposures to an advertising message before the buyer will take action. While many believe this notion is outdated, there is another segment of marketers who believe it is still relevant.
While the number of exposures may be higher in today’s time, the underlying message is simple – people need to see your message several times before they interact with your brand.
All the while, this idea brings other proven terms like “reach” and “frequency” to the forefront too. When your message is communicated at a high volume, multiple times, people will respond in some capacity.
By utilizing a multi-channel approach, you can create various touchpoints throughout the buyer journey that will create maximum exposure to your audience.
Old ideas made new
Where do you go for new ideas? Google? Brainstorming sessions? Or do you just wait for them to pop in your head?
All are a start, but once you realize that you’ll probably be leaning on an older concept while utilizing it in a different way, then you’re off to a good start.
Mark Twain once said, “There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn and they make new and curious combinations.”
He was right.
Most ideas are some variation of an older idea, but we can always turn them into something relevant and fresh.
One place to go is to the book A Technique for Producing Ideas. Even if you’re not an advertising professional, this book can help get the mind stirring in the right direction.
Tell your story
Many times, businesses can tell you what they do, but they can’t tell you how or why they do it.
When talking about your story, it’s more complex than simply stating your years in business or what your company does each day. People care about how you can solve their problem and their perception of your brand. They want to know that you wholly understand their issue and have a solution to help.
With this in mind, you should find the proper voice and create content and messaging that corresponds to your buyer in many different stages of their journey.
At the end of the day, your story should build trust and credibility – and ultimately form relationships within your audience.
Content is king
From audio to video and all forms of text, creativity within your content and messaging will always be relevant.
The great advertising icon David Ogilvy said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Writing a great headline for an ad or email can be challenging as it requires extra time and thought to get it right. And if advertising and marketing aren’t your main area of focus, you can sometimes fall short.
Remember to always keep your content compelling and specific while including value where necessary.
And when writing copy, make it count in all areas. If readers get past the headline, there should be substance to your copy to make them want to read more.
Play the game
When you dip your foot into the water, you’ll realize advertising and marketing is a long game.
And once you choose to play, you always have to stay top of mind.
Consistency and relevancy go hand in hand. When you think about many of the top companies in your local area, they’ve probably been in business for years and you’ve seen or heard their message numerous times.
From radio jingles to social media advertising, they’ve more than likely maintained a consistent presence over time and that has contributed to their longevity.
Conclusion: A mix of new and old advertising methods still works wonders
If you are a small business startup or an established business with years in the game, sometimes reminding yourself of the basics will go a long way.
What practices do you have in place that are working? What isn’t working?
Evaluate these items and see what changes can you make to take advantage of new advertising and marketing opportunities.
By doing this, you’ll achieve better marketing campaigns and more success in the long run.