Practical Sales Training™ > How to connect with your buyer > The Nostalgia Effect
What is it?
The Nostalgia Effect is the act of recalling the past to engage your potential clients.
Why does it work?
It works because nostalgia comes to us all. We all like to remember “the good old days” and “the way things were”, so when a business, product or service pays homage to a long lost time it can immediately strike a chord with us and be something of interest and pleasure.
How can you use it?
Can you reference the past by using older branding or marketing collateral you may have once used? Create an image of a time that has past that will connect with your buyers and reflect positively on your brand. Perhaps look at how far things have come in terms of innovation and design to contrast your offering today with the primitive offering from long ago.
Example:
A soft drinks brand launches a limited edition run of its original 1980s packaging with the tagline:
“Back by popular demand – the taste of your childhood.”
They pair this with retro-style ads, classic jingles, and a social campaign encouraging people to share memories of drinking it “back in the day.”
Why it works:
It taps into positive emotions from the past – comfort, familiarity, fun. Buyers associate the brand with warm memories, making them more likely to engage, purchase, and share. Even new customers are drawn in by the sense of timelessness and heritage.
This works just as well with:
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Vintage design styles
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Throwback pricing (e.g. “1995 prices for one week only”)
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“Then vs. now” comparisons showing your evolution
See also
