What Can You Learn from This 1992 Advert—and How to Swipe the Concept for Your Business

What Can You Learn from This 1992 Advert—and How to Swipe the Concept for Your Business

As I sit here on my balcony at 7:48 a.m. in Barbados, the sun is shining, the local animals are waking up, and the swimming pool is looking more tempting by the minute. There’s something about the calm here that helps me dig into the classic advertising swipe files I’ve spent years collecting—looking for those timeless tactics that still work today.

One gem I recently came across is a 1992 ad that’s bold, maybe even a little controversial:

“Borrow Money Quickly With No Credit! Lenders Hope You DON’T Pay Them Back!”

The headline alone grabs you by the collar. It’s unexpected and a little shocking—enough to make you stop and think, Wait, they hope I don’t pay them back? That’s the hook right there. It turns your expectations on their head, compelling you to read on and find out how this could possibly make sense.

Here’s why this ad worked so well back then, and how you can swipe the concept to craft attention-grabbing, high-converting copy for your business today.

1. Bold, Counterintuitive Headline

- The headline in this ad does exactly what a great headline should do: it grabs attention by going against conventional wisdom. Most people associate “borrowing money” with needing good credit, filling out paperwork, and avoiding high interest at all costs. But this ad flips that on its head by saying that lenders actually want you to fail—and that this works to your advantage.

How to Swipe It: In your own business, think about how you can use an unexpected twist to grab attention. For example:

- If you’re in fitness, you could say, “Why Cardio is the LAST Thing You Should Do to Lose Weight.”

- For financial services: “Why Saving Money Can Be Dangerous to Your Wealth.”

- In marketing: “Why Fewer Sales Calls Can Mean More Revenue.”

This approach stops readers in their tracks because it disrupts their usual thought patterns.

2. Storytelling with a Relatable, Everyday Hero

- The ad introduces Chase Revel, an ordinary person who has seemingly cracked the code to borrow money without credit. His story is relatable—he’s a regular guy who found himself in financial trouble, just like many others. It’s easy for readers to see themselves in his shoes, which makes the solution he offers feel achievable.

How to Swipe It: Share your own story or a customer success story that reflects your audience’s struggles and aspirations. Highlight the obstacles they’re facing and how, by following your guidance or using your product, they can find their own success. This humanizes your brand and builds trust.

3. Benefits Packed into Every Paragraph

- This ad is loaded with benefits—and not just surface-level ones. It dives deep into the emotions of the reader, emphasizing security, independence, and the chance to escape financial worries. It makes the reader feel like this method is a secret weapon that can provide life-changing results.

How to Swipe It: Go beyond simple features. Show your audience how your product or service will positively impact their lives. Dig into the emotional and aspirational benefits. For instance:

- Instead of “Save time,” go for “Spend more evenings with your family instead of working late.”

- Instead of “Increase revenue,” try “Unlock the financial freedom you’ve been dreaming of.”

4. Building Credibility with “Social Proof”

- The ad showcases testimonials from “regular” people who achieved success with the system. Testimonials like “I raised $20,000!” or “48 hours after learning Chase’s technique, I secured a $50,000 loan” make the opportunity feel real and accessible. Readers think, “If they can do it, so can I.”

How to Swipe It: Social proof remains one of the most powerful persuasion tools in marketing. Use customer testimonials, case studies, or even industry stats to validate your claims. When people see others achieving results, they’re more likely to believe it’s possible for them too.

5. Clear, Action-Oriented Call-to-Action

- The ad has an unmissable call-to-action: “Send for your FREE report” and “Find out how you can borrow money quickly.” It’s straightforward, low-commitment, and encourages readers to take that first step with no risk.

How to Swipe It: When crafting your own CTA, aim for clarity and simplicity. Be specific about what you’re offering and remove any perceived barriers. Examples:

- “Download your free eBook now and discover the secrets to [desired result].”

- “Sign up today and start seeing results within 30 days—guaranteed.”

6. Urgency and Scarcity

- This ad uses urgency subtly by positioning the method as a rare “secret” that only a few know about. It implies that those who act quickly will get an edge, which creates a sense of scarcity and drives action.

How to Swipe It: Create a sense of urgency by highlighting why your audience should act now. You can mention limited spots, time-sensitive bonuses, or emphasize how waiting could cost them.

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6 Ways You Can Swipe This Concept Across Different Industries

Here are six examples of how businesses today could adapt this ad’s approach to hook their audience:

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1. Real Estate Investing

- Headline: “Buy Properties with Little to No Money Down! Sellers Hope You DON’T Pay All Cash!”

- Why It Works: This headline is counterintuitive and taps into people’s desire for a low-barrier way to start investing in real estate.

2. Online Courses for Freelancers

- Headline: “Get Clients Without Pitching! Companies Hope You DON’T Cold Call!”

- Why It Works: Many freelancers hate cold calling. This headline offers a solution that’s not only desirable but also counter to the norm.

3. Fitness Programs

- Headline: “Get Fit by Working Out LESS! Trainers Hope You DON’T Follow This Secret Routine!”

- Why It Works: Fitness programs often emphasize intense routines. This flips the script, suggesting that a different, easier path exists.

4. Digital Marketing Services

- Headline: “Generate Leads Without Paid Ads! Marketers Hope You DON’T Know This Free Strategy!”

- Why It Works: Paid ads are seen as essential for leads. This headline attracts attention by implying there’s a more cost-effective method.

5. Tax Consulting

- Headline: “Pay Fewer Taxes WITHOUT an Accountant! The IRS Hopes You DON’T Use These Deductions!”

- Why It Works: People are wary of taxes and accountants’ fees. This headline speaks to saving money with a “secret” they may not know.

6. Online Tutoring Services

- Headline: “Raise Grades Without Hours of Studying! Teachers Hope You DON’T Discover This Shortcut!”

- Why It Works: Many parents and students think improving grades requires tons of studying. This headline promises a surprising, easier way.

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Final Thoughts

This 1992 ad might be decades old, but it holds the DNA of what makes great copy work: a bold headline, a relatable story, proof of results, and a simple path to take the next step.

So, next time you’re struggling to write copy that connects, take a page from this ad’s playbook. Ask yourself: How can I flip the reader’s expectations? How can I show them an easier path? And remember, the best copy doesn’t just sell a product—it sells hope, confidence, and a way out of the problems keeping your audience up at night.

If you enjoyed this breakdown or have an ad that’s inspired you, drop a comment below. I’d love to hear how these old-school tactics resonate with you!

Here's the full ad for you to read...

PS. Here's my view from hotel balcony in Barbados!

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