Issue 18

It’s been a weird year.

Full of euphoric highs and soul crushing lows.

Like being blindfolded on a roller coaster, hitting each point without knowing what’s next (or if you’re about to fly right off the goddamn track).

So, I’m going to invite you into my world by throwing a wicked curveball and sending this out on a Tuesday evening instead of the classic (admittedly inconsistent) Monday morning.

Enjoy.

P.S. New post is live on IG featuring a dazzling line from Nora Ephron and some of the best ads I’ve ever seen.

HEADLINE — HOWDEN INSURANCE

Homophones.

Words that sound the same and are spelled differently.

Like me, you probably haven’t thought about homophones since middle school. But, they sure do make for a clever bit of copy (when used correctly).

The ad above for Howden Insurance is one of those that’s so stupidly simple, it’s brilliant. And I’m furious with myself for not thinking of it.

Perhaps it’s time to dust off the old grammar books…

SENTENCE — PORSCHE

Porsche doesn’t need to drone on about boring technical features (anyone can do that). They fuel ambition. Motivate behavior. Feed ego.

How? By leveraging desire, one of the most powerful human emotions.

When you capture desire, your audience will do just about anything to fulfill it.

PARAGRAPH — TANDY

Copywriting with personality will always grab fistfulls of attention.

I love the inclusion of “occasional stress” to make it less snake-oily for skeptics.

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