Most of the time we put the customer first in our communication BUT the classic product communication is the exception to the rule. If the customer is looking at your equipment it really is time to show your pride in it - when intimate you CAN talk about yourself! Make sure you tell the customer what your product can do. (click on thumb nails to view these ads)
This is the one time you do not put the customer first – this is all about you, you, you! (with a little bit of customer e.g. the washing baskets or the couple in the distance...) When the customer has had the chat up lines, and been rewarded by your conversation they are ready to consummate the deal – they are ready to hear about you… Open the flood gates and let them have it!
If you are going to talk about yourself – which is basically what a classic product ad does – don’t hold back! Go for the big brash claim, lots of big numbers and performance stats. Promote the benefits and features that are unique to the product you are selling first - customer context second.