Typewriter Print Ad

This L.C. Smith & Bros. typewriter ad looks like a masterclass in doing more with less. Big headline. Small body. Tons of white space. Yet it hits directly at the hearts of multiple buyers.

Marketing analysis

Instead of listing specs, the ad speaks to real people with real jobs. The stenographer, the librarian, the billing clerk—each gets their own reason to love the product. That’s 1920s-style persona marketing before the term even existed.

Why it works

• Uses empathy: speaks to each user’s daily problem
• Builds credibility through specificity
• Keeps layout ultra-simple so the product image pops
• Makes the headline carry curiosity and confidence

Examples

• Apple’s “Shot on iPhone” ads highlight different user stories
• Canva tailors messages for designers, teachers, and entrepreneurs
• LinkedIn ad variations target specific job titles to increase conversions by over 40%