Issue 14

If you’re new here, welcome.

Every issue is packed to the brim with killer copywriting examples.

On (most) Monday’s you’ll receive one headline worth remembering, one sentence worth sharing, and one paragraph worth studying. With bits of commentary and the occasional quote to accompany them.

Sooo sit back, sip some coffee, and enjoy this morning’s collection.

😏 Now on IG

HEADLINE — BASTARDS

Do I have a dog bias? Most definitely.

BUT this headline does a great job subverting expectations.

The brand, BASTARDS dog wear, also uses a distinct photography style akin to a skate or streetwear brand. Very different from the typical pet brands you see on the shelf.

SENTENCE — EUROWINGS

There’s nothing spectacular about this copy on its own.

Paired with the picture, however, gives this ad life.

I appreciate the simplicity of the words. Imagery tells 95% of the story and the copy only exists to add necessary context.

PARAGRAPH — KITH

How to setup a memorable paragraph people actually enjoy reading:

1. Lead with story: “When I was a kid…”

2. Relate to reader: “I thought to myself, when I’m old, and nobody can tell me what to do, I’m gonna eat ice cream for breakfast whenever I want.”

3. Solve challenge: “Thankfully, Kith treats opens at 10 AM.”

4. Happy ending: “I think my young self would be proud.”

“The road to hell is paved with adverbs.”

View the full ad archive on Are.na
😏 Now on IG