Issue 11

Good morning.

Today’s collection is perhaps my favorite yet.

Enjoy.

(And, if you happen to see a great piece of copywriting in the wild, please send it my way: [email protected].)

HEADLINE — HIMS

Sell results. Not claims.

As Robert Collier put it: 

"We have become so accustomed to hearing everyone claim that his product is the best in the world, or the cheapest, that we take all such statements with a grain of salt." - Robert Collier

SENTENCE — MEOW MIX

I once read that Ancient Chinese alchemists mixed saltpeter, sulfur, and charcoal in the search for immortality.

They discovered something else…gunpowder.

How many creative ideas have been abandoned because we’re hyper-obsessed and focused on a brief or an outcome? When, in fact, the real breakthrough was right in front of us.

So is the case for this line: “Tastes so good cats ask for it by name”

PARAGRAPH — THE ATHLETIC

Everyone in the creative space tends to believe that all advertising will lead to some form of sale or action.

But this simply isn’t true.

David Ogilvy wrote about a survey he’d seen from a brand of beer that spent millions of dollars on advertising. It was found that consumption of the beer was LOWER among people who remember the advertising than those who did not.

Often small, recognizable words and short sentences will convert far better than “clever” sprawling ad placements.

"Art isn't in the tools, material, equipment you use.
It's in the way you see the world.”

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