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.
Understatement ads
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Hey! This copywriting technique is called “Understatement”: And another example... If most ads are like overexcited golden retrievers, understatement ads are cats. Not trying to impress you. So let’s write an ad like this for Calendly: 1. List overused promisesI ask 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. Deeply inspired, I write this: 2. Make an understatementI explain Calendly like I would to a friend. 3. Combine steps one and twoMore inspirationYou made it! 🕺Talk soon, P.S. The Creative Marketer Newsletter turns 3 this week. From day one, I’ve followed three simple principles: • Learn something new every time • Create useful tools, not just content • Reply to every single email Starting it has been the best decision of my career and the way I’ve met some of my best friends, students, and clients. So THANK YOU for joining me on this ride 🫶 And if you’ve been enjoying the newsletter, I’d be grateful for a short review. I’ll also feature it on my landing page :) |
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! Making ads for tech products is hard because product screenshots are usually boring. Great UX/UI, terrible ad hook. Volkswagen had a similar problem. Their cars had tons of unique features, but explaining them meant showing boring illustrations. Now, showing the actual features is very important – just later in the funnel. An ad should grab attention and deliver one simple message, not cover the entire pitch. So they tried a different creative strategy... Analogy...
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Read in your browser↗ Hey! Making video ads doesn’t always mean spending $50k. Sometimes all you need is a tiny production. Here’s how I created four short video ads for my client, HiBob: 1. Concepts I presented my ideas like this: 💡 Pro tip: Prepare 3-5 extra concepts. Let the client choose. 2. Scripts Then I turned the chosen ideas into scripts: Read the full script and grab this template For the visual reference part, Google’s Nano Banana makes it easy to adjust facial expressions and...