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.
Develop ad taste
tl;drHey! Good taste is more important than great prompts. The best way to develop taste is by actively viewing great ads. Here’s how: 1. Find great workIf you ask David Ogilvy, a great ad must tick off five boxes: In my opinion, these 20 are truly great:Burger King // Moldy Whopper Dove // Real Beauty Sketches Mercedes Benz // The Journey Old Spice // The Man Your Man Could Smell Like Sandy Hook Promise // Back to School Essentials Snickers // You're Not You When You're Hungry The Guardian // Three Little Pigs Volvo Trucks // The Epic Split 2. Practice active viewingAsk yourself: • What problem does the ad solve? • What’s the human insight? • What’s the creative technique? • What’s the hook? Let's take this Monster ad, for example: 3. Start an ad journalWhen I was starting out, I organized my favorite ads in an Ad Journal like this. You made it! 🎉Talk to you soon, P.S. My new video course, Boring Products, Fun Ads, is coming along nicely. Planning to launch around June :) |
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! Today, instead of our usual creative techniques, I'm taking you behind the scenes of my new course. I’ll share my: 👷♂️ Process and mistakes 🧰 Tools and frameworks 💰 Expenses and revenue Let’s dive in. Leaving my job Until February, I had the perfect part-time job at a VC firm. I worked with awesome people, made good money, and still had plenty of free time to create content.The problem? I was deep in my comfort zone. Paul Graham says there are two forms of...
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...
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...