Here’s How I Made a Spec Ad for a Mattress Brand
Explaining my thought process behind writing copy. Come check out the BTS from a creative perspective…
Brief: Promote the Pro Nexa® Foam mattresses.
Insight: People wake up irritated if they don’t get a good night’s sleep.
It’s easier to write copy when you have insights like these. The insight comes from brainstorming, research and ideation.
But you still need to think a certain way. I did that with a group but you can replicate the same in isolation too.
I chose to start my hook/headline with another popular narrative.
People hate Mondays.
And I tried to make it more attention-grabbing by using contrast in the hook line (Start/stop).
In the body copy, I just touched on the benefits of the mattress technology and made it simple, clear and relatable. Also fought an objection.
What I Learned
- Relatable truths and insights make for great BIG IDEAS.
2. If you’re talking about a popular product or commodity, think situation-first.
3. Contrast is a great way to grab attention but in general, try to use literary devices.
4. If the market/product is saturated, tackle objections.
5. Communicating why and how is better than communicating what.
What do you think of the ad?
Let me know in the comments!
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