Old Print Ad for Paper Fastener Machines

This old Hotchkiss ad shows how even simple office tools can look like must‑have business essentials. It didn’t sell “a stapler.” It sold productivity and professionalism with clear proof and authority.

Marketing Analysis

The hero shot shows the tool in action, making it obvious what problem it solves. The text backs it up with credibility (“25 years of experience”) and reassurance (“virtually unbreakable” steel). It also uses scarcity and warning copy to deter imitation.

Why It Works

• Visual demo tells the story fast
• Authority builds immediate trust
• Specifics (“up to 50 sheets”) add tangible proof
• Warning copy builds brand loyalty

Examples

• Dyson ads show dirt to prove suction power
• OxiClean uses demos to sell cleaning results
• Apple Watch shows real fitness use, not just specs
• Peloton sells lifestyle, not just exercise bikes