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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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...
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