10 Ads. 10 Ways to Think About Messaging & Copywriting.
People think about writing.
But I’m writing about thinking so I hope this helps.
Ad 1
1. Surreal hijacked celebrity endorsements.
They took famous names but not famous people.
Social proof + absurd hook + justification
Ad 2
2. Hit them where it hurts.
Call out their excuses.
Then inspire.
Ad 3
3. One man’s trash is another man’s treasure.
This headline? About trash.
Also this headline? Pure treasure.
Justify the literal meaning even if it’s unusual.
Ad 4
4. Tim Hortons reminds people to fall back into their routine.
It’s difficult after a holiday weekend but what helps?
Coffee.
What do they sell? Also coffee.
Ad 5
5. Hinge is not trying to sell you on the idea of a dating app.
It’s trying to sell you on the outcome of finding a life partner.
Isn’t that the whole point?
Then why say something else!?
Ad 6
6. People don’t always fly to get from point A to point B.
People have other reasons.
Sometimes rational.
Often irrational.
So talk about a relatable truth.
Ad 7
7. Tell the truth.
But once you figure out what to say…
Focus all your energy on how to say it WELL.
Ad 8
8. Good research goes beyond the product.
It goes towards
experience.
If your product has a unique experience, try selling that.
Ad 9
9. If it is interactive, engaging with it becomes obvious.
The copy that makes you think is great.
The copy that makes you do is better.
Ad 10
10. Point out a future problem in the present.
Then sell the YOLO dream.
