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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:

Let’s try this technique with Salesforce.

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Step 1: Choose the Range

I go to Salesforce’s website and see that they provide CRM (Customer Relationship Management) solutions for over 20+ industries.

So, I use alliteration and write these lines:

• From Aviation to Agriculture: CRM solutions for 20+ Industries.

• From Healthcare to Hospitality: CRM solutions for 20+ Industries.

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Step 2: Visual Symbols

I find these images:

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Step 3: Combine Them

There are two main ways to combine images:

I) Hybrid: Blend two images into one (e.g., left ad).

II) Collage: Combine two or more images into a single visual (e.g., right ad).

I want to try both:

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I) Hybrid

I open Adobe Firefly and ask for “A photo-realistic image of a flying cow with a propeller attached to its back.”

Then, I add my copy. Here’s my first ad:

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II) Collage

I use ChatGPT to generate an image of a Red Cross paramedic. Then I polish it a bit in Photoshop:

And here’s my second ad:

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Cheat Sheet

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You made it!

Reply to this email if you enjoyed it – I'll write back :)

Talk soon,
​Shlomo​

P.S. Eddie Shleyner is one of the copywriters who’s influenced me the most. I highly recommend his newsletter. It’s fantastic, and it’s free.

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P.P.S. For more B2B ad recipes like this, check out my course Boring Products, Fun Ads.(Loved by 200+ creatives from Apple, Monday.com, and Wix.)