Read in your browser ↗ Hey! Remember this quote? It's based on a simple formula that copywriters love: "[cliché], but [twist]." For example... So let’s use it to write a DoorDash ad: Step I: Find a cliché I start by asking Perplexity: "List 200 food-related idioms, proverbs, clichés, and phrases." Step II: Twist it Perplexity isn’t very creative, so I paste my phrases into ChatGPT with this prompt: PROMPTTASK: Add "but [twist]" to each phrase to create a clever ad headline for DoorDash....
27 days ago • 1 min read
If GIFs aren't playing, read in your browser ↗ Hey! AI video isn’t good enough yet to replace real production. But here are three ways I’m already using it in my work: Use Case I: Surreal Ads Using AI for emotional or "realistic" ads is cringe. But for more goofy ideas, it can work. Here’s my process: • Product: Zendesk • Promise: Speed up your customer support. 1. Key Frame Animating static images is usually easier than generating videos from scratch. So, I used GPT to create this: 2....
about 1 month ago • 1 min read
Read in your browser ↗ Hey! IBM’s old ads are a masterclass in B2B advertising. Here are 9 principles I've learned from them: 1. Features First Benefits are great, but when comparing their options, clients will list features side by side. Make sure you come out on top. 2. Show Use Cases, Not UI Most software looks the same. So, in your ads, show how the product actually helps your users. Save the product screenshots for the landing page or demo. 3. Leave Room for Curiosity Don’t spell...
about 2 months ago • 1 min read
Read in your browser ↗ Hey! Dan Nelken once said, "Great headlines aren't great sentences – they're great ideas expressed in words." So today, I'll show you how a classic ideation method, Osborn’s Checklist, can be used to write headlines. tl;dr Save and print the PDF version here. Now, let's break it down: 1. Adapt 🤔 Ask: • What could I adapt or copy? • Emulate another ad or brand?• Borrow from other industries? • Can I take from the past?• Borrow from pop culture?• Try something else like...
2 months ago • 1 min read
Read in your browser ↗ Hey! Usually, I try to focus my ads on a single product, feature, or benefit. But The Advertising Concept Book made me realize that sometimes, showing the full range of a brand's offerings can really pay off. Here are some great examples: Small captions: Diving Clubs / French Restaurants. Yellow Pages. Let’s try this technique with Salesforce. Step 1: Choose the Range 🧠 Decide: What do you want to highlight? I go to Salesforce’s website and see that they provide CRM...
3 months ago • 1 min read
Read in your browser ↗ Hey! "Pull Back and Reveal” is a classic cinematic technique. An example of "Pull Back and Reveal” from What About Bob. Now, let’s use this technique to make some ads for ExpressVPN. I’ll base them on the “Fake Plane Challenge” trend. Step 1: Close-Up Limit the view to make the audience assume what’s happening. Step 2: Reveal Zoom out and surprise them. Step 3: Brand Message Bonus: Static Pull Back and Reveal works for static ads too.We just need the right visual...
4 months ago • 1 min read
Hey! Here are 230+ tools that have made my job as a creative marketer a bit easier this year. Most are free, and the rest are freemium. Oh, and click 'View entire message' in your email app or simply read this email in your browser —it’s a long one! Enjoy :) ✍️ Copywriting OneLook Dictionary The dictionary of all dictionaries. Look for a word and see for yourself. Word unscrambler & Werd Merge Tools that combine words. r/oneliners Funny one-liners by Reddit users. Just One Liners Funny...
4 months ago • 7 min read
If the GIFs aren’t playing properly, read this email in your browser. Hey! I’m not a big fan of Adobe software, but Photoshop has three incredible AI features that I use all the time. Let me show you :) I. Generative Fill Remove anything from your image – like Ringo Starr, for example. Flow: Select an object -> Press "Generative Fill" -> Type prompt: "Remove this man from the picture." Result: Ad #1 Now that I have a clean background, I can also play around with Ringo a little bit. Flow:...
5 months ago • 1 min read
Hey! A great creative director once told me: “If you wanna learn copywriting, don’t read ads – watch stand-up comedy.” And he was right. I can literally go to just-one-liners.com, pick a random line, add a logo, and voilà! I’ve got an ad. Let me show you 👇 “Sometimes the road less traveled is less traveled for a reason.”– Jerry Seinfeld “If camping is so great, why are the bugs always trying to get in your house?”– Jim Gaffigan “Swimming is good for you, especially if you’re drowning.”– Jimmy...
5 months ago • 1 min read