1967 version of “eCommerce”
Updated on
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
Analyzed by Swipebot
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