Learn how to brainstorm brilliant ads and copy | You’ll get one practical recipe every two weeks | Free bonus: get 25 creative marketing cheatsheets when you sign up.
The 9 golden rules of B2B ads
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Hey! IBM’s old ads are a masterclass in B2B advertising. Here are 9 principles I've learned from them: 1. Features FirstBenefits 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 UIMost 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 CuriosityDon’t spell everything out. Let them connect the dots.
4. Address the ElephantDon’t ignore the critics. Turn that tension into a story, and get people on your side. 5. Visualize NumbersStats and figures can be confusing. But when you turn them into visuals, you don’t just make the feature clearer—you grab attention, too. 6. Use AnalogiesExplain the unfamiliar through the familiar. 7. Make It RelatableStep into your customer’s shoes (or office) and see things from their POV. 8. Keep It RealToo many companies overpromise. Say what you can do—and what you can’t. Users will trust you more. 9. Write Like a HumanListen to demo recordings or grab lunch with one of your prospects. They’ll never say “cutting-edge synergy” in a real conversation. You made it! 🕺Talk soon, P.S. Check out my course: Boring Products, Fun Ads. 3.5 hours – and you'll never make a boring B2B ad again. Here's what Donovan, a copywriter at Apple, says:
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The Creative Marketer
Learn how to brainstorm brilliant ads and copy | You’ll get one practical recipe every two weeks | Free bonus: get 25 creative marketing cheatsheets when you sign up.
Read in your browser ↗ Hey! This copywriting technique is called “Understatement”: If most ads are like overexcited golden retrievers, understatement ads are cats. Not trying to impress you. Here’s how I come up with ads like this: 1. Pick a product Let's try it with Calendly. 2. List overpromises I asked GPT for some help: 🤖 Prompt template:Write 10 overpromising one-liners that exaggerate the benefits of [product], as you’d see in typical [industry] marketing copy. 3. Make an understatement...
Read in your browser ↗ Hey! I love marketing cheat sheets. Looking at a page with a bunch of techniques and examples instantly opens up new ideas. AI works the same way. With some high-quality input, it's more creative. So today, I wanna show you how I use cheat sheets to level up my prompts. Use case I: Simple Headlines First, I upload a cheat sheet. Then, I write the prompt using the "[Task] +[Product] + [Guidelines]" formula. Like this: Download my wordsmithing cheat sheet And here's the...
Read in your browser↗ Hey! I've run creative ad workshops with brands like Artlist, Semrush, and Amdocs. Here’s the framework I use to help tech companies generate new ideas every time: tl;dr Printable PDF Let's break it down. Preparation "The crux of a brilliant workshop lies in what you do beforehand." – Rob Fitzpatrick Before the workshop, I:☑ Ask the team leader to choose a brief.☑ Learn about the participants (e.g., role, experience, vibe).☑ Create one ad example for the company. Intro...