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.
Brainstorming creative headlines
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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;drNow, let's break it down: 1. Adapt🤔 Ask: • What could I adapt or copy? • Can I take from the past? 2. Modify 🤔 Ask: • Is there a new twist I can add? • Can I change the meaning?
3. Magnify 🤔 Ask: • What can I add to improve it? • Can I add extra value? 4. Minify 🤔 Ask: • What can I subtract? • Can it be miniature, lower, or shorter? 5. Substitute 🤔 Ask: • Can I use something else instead? • Can I change the rules? 6. Rearrange 🤔 Ask: • Can I interchange components? • Change the order of the letters?
7. Reverse 🤔 Ask: • Can I reverse roles? • Can I change negative into positive? 8. Combine 🤔 Ask: • Can I mix ideas together?
• Can I combine two elements? You made it! 🕺Talk soon, P.S. Want to learn how to come up with creative B2B ads? Check out my course – Boring Products, Fun Ads. Loved by 300+ students from companies like Semrush, Apple, and TestGorilla. Naomi is one of them: I've taken Shlomo's course from end to end and back again and it's brilliant.
He breaks down complex concepts into simple, repeatable formulas that make it easy for me to whip out dozens of original ads my team LOVES (without having to go back to the drawing board each time!)
I also share his lessons with my designer. With a huge library of examples to draw from, it's easy for her to understand what concept I'm aiming for and how she can create a visual that really brings the ad to life.
110% would recommend for anyone and everyone in marketing.
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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! 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...
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...
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...