Hey! I wanted to convince you to take my new course, so I wrote this email using the QUEST copywriting formula. Let’s break it down: 🎯 Step 1: Qualify The course is for marketers who are into writing, storytelling, and psychology. So, I say it right away to make sure you keep reading. It’s frustrating. People get into marketing because they love writing, storytelling, and psychology. 🫂 Step 2: Understand Next, I show that I understand your pain. But then reality sets in. Another ad. Another...
28 days ago • 1 min read
Hey! Usually, fun ads don’t die because they underperform. They die because the CMO won’t even agree to test them. So I use this presentation framework to convince executives to run my weird ads: 1. Cover (1 slide) Campaign name, client logo, and date. 2. User’s Pain Point (3 slides) I like to start with: “You know, it’s just not fair.” Then, I explain what our persona is going through: Persona (Name, photo, and basic facts) Their Problem (The product should be the solution) Supporting Facts...
about 1 month ago • 1 min read
Hey! So, most B2B ads look something like this: But your product deserves better. That’s why I created Boring Products, Fun Ads. The complete course for creating B2B tech ads that stand out and outperform. In the course, I’ll show you how to create B2B tech ads like these, even with zero production budget: You’ll learn the exact system I’ve used for dozens of brands, from startups to billion-dollar companies. The course includes: • 3.5 hours of video 60 bite-size lessons spread across 11...
about 1 month ago • 2 min read
Hey! Is it possible to create a fun ad in five minutes? Sure, if you’re using the Side-by-Side recipe. Let’s try it with G2, the software review platform: 1. Pain Point First, I find a pain point that’ll make my readers feel seen. Demo disappointment sounds familiar. 🤖 Prompt: "List 10 common pain points [target audience] deal with." 2. Pick a Comparison Framework I analyzed dozens of side-by-side ads. Most follow the same 12 frameworks: Here are a few examples of these frameworks in action:...
about 1 month ago • 1 min read
Hey! David Ogilvy believed that ads shouldn’t just be persuasive – they should be helpful. I agree. Ogilvy’s how-to ads for his agency. But unfortunately, most lead magnet ads on LinkedIn look like this: Take BambooHR, for example. They created an excellent ebook on onboarding. Now, if they asked me to write an ad for it (which they didn't), here’s how I’d do it... SPONSOR Substack, Headspace, and Deel use Notion to manage their projects and content. So do I :) And if you work at a startup,...
3 months ago • 1 min read
Hey, let's imagine I'm a copywriter at Loom, the screen recording app. Loom is releasing a new AI feature – the Filler Word Remover: Click a button, and all the 'umms' and 'uhhs' disappear from your video. My task is to announce this new feature. 1. Default First, I start with the most obvious message: SaaS companies always start their announcements with "Great news!" But what does it really mean? I asked GPT: So, I guess unless my new feature can save orcas, it's not really "great news!" Oh...
4 months ago • 1 min read
Hey! Agency self-promo ads are the proof that B2B can be fun. Here are my favorites, along with 10 questions to help you create similar ideas for your brand: 1. Visual Hyperboles Can you exaggerate your product's benefit without using words? Small text: The Power of Advertising / McCann Erickson 2. Contrarian Thinking What important truth do very few people agree with you on? 3. The Butterfly Effect What are the negative consequences of your product’s benefit? 4. Shock Ads Can you grab their...
5 months ago • 1 min read
Great composition can’t fix a bad concept, but it can really improve a good one. Let's explore the techniques of Ale Burset, one of the world’s top ad photographers: 1. Rule of Thirds Divide the frame into nine equal parts. Place the most important elements where the lines intersect. It guides the eye naturally. 2. Circle Typically, it conveys unity and harmony, but it can also emphasize feelings of being trapped or surrounded. Small text: "He sees what can't be shown. The burial of another...
6 months ago • 1 min read
tl;dr Hey! Good taste is more important than great prompts. ’Cause even if you’re an AI prodigy, GPT will still always generate a lot of fluff. And if you can't distinguish between trash and treasure, you're lost. The best way to develop taste is by actively viewing great ads. Here’s how: 1. Find great work If you ask David Ogilvy, a great ad must tick off five boxes: In my opinion, these 20 are truly great: Apple // Think Different Burger King // Moldy Whopper Cadbury // Gorilla CANAL + //...
7 months ago • 1 min read