What a difference 20 years make.
Check out these vintage computer ads from the 1980s. Notice how, not only has the technology dramatically change over the course of only a couple-three decades, but look how much the way we market these products has changed. From 1982 to 2002 (the last ad) you can see far we moved away from lengthy manuscripts about product performance and, in Apple’s case, just moved on to selling “cool.”
I’m a big believer in the less-is-more approach to creative copy writing. So, while I’m also a sucker for vintage ads, I think we can learn a lot from Apple’s approach to selling the experience, regardless of product, service or industry. There’s always a way to say it in fewer words—Twitter has taught us that, if nothing else—and show always works better than tell, in my opinion.