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! 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...