Anyone else remember watching Bewitched—the Elizabeth Montgomery version—and silently judging poor Darrin during one of his ad pitches? No? Just me? I swear that guy spent hours building giant storyboards, only for the client to glance up and say, “meh.” Timeless effort, trendy rejection. Classic Darrin.
This blog is a bit of a 60-year lookback—not that I was exactly tuned into ad strategy as a kid—but in the late ’60s and early ’70s, not much changed in how ads got delivered. You had radio, newspapers, TV, billboards, and good old-fashioned flyers. That was the lineup.
Fast-forward to today, and the playing field’s exploded—TikTok, Google, Meta, YouTube, Amazon, Pinterest, Reddit, even programmatic ads that follow you around the internet like a loyal (and slightly nosy) golden retriever.
The platforms may shift, but people? People are still people. That’s what this blog is really about—core consumer behaviors that have stood the test of time. Because advertising is still the same balancing act it’s always been: part timeless principles, part chasing trends. One minute you're crafting a message built to last, the next you're figuring out how to turn a funny meme into a branding strategy.
Trend & tool change- people don’t!
Timeless Behavior Truths:
#1 People Buy from Brands They Trust
Whether it’s online, or a next-door Mom & Pop, people stick with brands they know & trust. Longevity and consistency in quality, communication, transparency, value and pricing matter. Newer companies cannot generate longevity; they just have to wait it out. But, realize that what was considered a ‘long time’ 30 years ago isn’t the seen the same as it is today. Even 5 years of experience in a newer market can be considered trustworthy, especially if you have good reviews.
#2 Emotion Drives Action
People remember (and trust) how a brand made them feel. If you want to connect with the American buyer, storytelling, a little humor, music, and empathy still go a long way. Hallmark commercials made us all cry and became the “gold seal” for card giving; if you really cared, you sent a Hallmark (I still do). “I’d like to teach the world to sing…” still gets to me!! Ever notice how all the prescription brands play music remixes from a much cooler time? (O-O-O-Ozempic). Regardless of the format, it’s, same emotional bond.
# 3 Simplicity Sells
Clear messaging and direct benefits top overly complicated, clever campaigns. Everyone wants to be seen as “in the know.” IYKYK, right? But is that really the point in advertising? If you are targeting a very specific niche, that may be a good way to go. But keep in mind, they may be the only ones that “get you.”
Also, recognize and respect attention spans. No one, and I mean no one wants to read a log, drawn-out list of all you offer. Highlight your biggest selling points and leave it at that. You can always get into details later.
# 4 People Want to Belong
Community is key! People like to feel like they belong to something bigger than themselves. Whether it’s a rewards program, membership points, or club discount, feeling special matters. And it sells! Brands that build relationships create long-term customer advocates. Ultimately, isn’t that what we all want?
# 5 Word of Mouth Still Reigns Supreme
Ok, maybe more like ‘word of text’ these days, but still: what clients say about you matters. There’s a saying that goes kinda like this, ‘if people love it they talk about it; if they hate it, they shout about it.’ Sounds about right if you’re keeping up with your online reviews. It would be a miraculous thing to escape all bad reviews, but not very likely. So when you get a bad review, respond & do all you can to make it right. Even if they’re wrong.
What Marketers Can Learn From the Past
Keeping up with marketing trends matters, but what matters more - what sells - is keeping up with human behavior. Human psychology. It’s about connecting on a real level—being dependable, honest, emotionally aware, and willing to make things right when you mess up.
Tools change, but values like trust, clarity, and belonging never go out of style! You’ll never run out of relevance if you’re relational!
Want help creating campaigns that stay rooted in what really works? Let’s connect.
