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.
Steal ad ideas like an artist
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Hey! Every new idea is just a mix of old ideas. Here are my three rules for “stealing” ads ethically: Rule #1: Never steal from your neighborInstead of copying my competitors, I draw inspiration from other industries. For example, if I need a B2B idea, I’ll try to find it in a B2C ad library, like Lurzer’s Archive
Rule #2: Limit yourself to 30 minutesAd inspiration quickly turns into procrastination. So I browse ads for half an hour, then get to work. Rule #3: Steal one element, not the whole pieceMy client, AppsFlyer, wanted to target large companies that have outgrown their current mobile attribution tools. So, while looking for inspiration, I found these two ads: The fishbowl simply caught my eye. And the big man in the small box reminded me of AppsFlyer's target audience: enterprise teams locked into software built for startups. Next, I googled “big fish in a small tank” and found this: And here’s the final ad:
You made it! 🕺Reply to this email if you enjoyed it. Talk soon, P.S. If your B2B ads need a creative boost, check out my course, Boring Products, Fun Ads. "Our creative team did the course together to sharpen our skills and get some inspiration for fresh ideas.
I'm not a huge fan of video courses, but this one was extremely well put together, well-structured, and entertaining!
We particularly enjoyed the prompt templates for AI tools to help the creative process.
Shlomo was also very available for questions during and after the course and there is an extremely comprehensive handbook which we are using for reference having finished all the videos."
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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! Remember this quote? It's based on a simple formula that copywriters love: "[cliché], but [twist]." For example... So let’s use it to write a DoorDash ad: Step I: Find a cliché I start by asking Perplexity: "List 200 food-related idioms, proverbs, clichés, and phrases." Step II: Twist it Perplexity isn’t very creative, so I paste my phrases into ChatGPT with this prompt: PROMPTTASK: Add "but [twist]" to each phrase to create a clever ad headline for DoorDash....
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Read in your browser ↗ Hey! IBM’s old ads are a masterclass in B2B advertising. Here are 9 principles I've learned from them: 1. Features First Benefits 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 UI Most 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 Curiosity Don’t spell...