1967 version of “eCommerce”

Before Shopify or PayPal, companies like Johnson Smith sold novelties through tiny catalog ads in magazines. They’d hook you with a cheap, curiosity-filled product—like a “Jet Engine that burns gasoline!”—then mail you a full catalog to order more.

Marketing Breakdown

This old ad is an early “tripwire funnel.” The small, irresistible purchase creates a customer file they can sell to again and again.

Why It Works

• Uses curiosity and novelty to hook attention
• Low friction offer: cheap, simple to buy
• Builds a customer list through first purchases
• Upsells with a full catalog later
• Uses visuals and bold headlines to grab readers in crowded newspapers

Modern Equivalents

• Free + shipping offers from supplement brands
• Dollar Shave Club’s $1 trial razors
• Harry’s starter sets
• Shopify stores using email upsells after a first small purchase
• Amazon using “Frequently Bought Together” to expand cart value