The “[cliché], but [twist]” formula


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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:

PROMPT

TASK: Add "but [twist]" to each phrase to create a clever ad headline for DoorDash. Follow the "[cliché], but [twist]" formula.

EXAMPLES:

• "Money can’t buy happiness, but I’d rather cry in a Ferrari."
• "Money talks, but sometimes it needs an interpreter."

• "Rome wasn’t built in a day, but your dream workflow can be."

[paste the phrases from Perplexity here]

Most lines GPT gives me are useless, but a few are actually interesting:

1) "There’s no such thing as a free lunch, but there are great deals."

2) "Carrot and stick, but fries are a better motivator."

3) "Revenge is a dish best served cold, but fries are best hot."

So I try to polish them a bit:

1) There’s no such thing as a free lunch, but there is free delivery. Try DoorPass.

(Nah, too forced.)

2) Carrot and stick is nice, but have you tried pizza? DoorDash for Business.

(lol, people on LinkedIn will hate this.)

3) "Revenge is a dish best served cold, but ramen isn’t."

(I actually like this one.)

Step III: Add your offer


And by the way, the cliché doesn’t necessarily have to be directly connected to the product.

For example, here’s an ad I wrote for my client, AppsFlyer:


You made it! 🕺

Reply to this email if you enjoyed it.
I’ll write back, pinky swear ;)

Talk soon,
Shlomo

P.S. If you enjoyed this post, I have 33 more creative ad recipes in my video course Boring Products, Fun Ads. Loved by 300+ students.

Maria Kalyadina

Director of Social & Community at Semrush​

"My team and I love Boring Products, Fun Ads. Super practical, and these techniques really speed up our creative process."

The Creative Marketer

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