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1 Copywriting Tip

2 Examples

3 Tactics on how to use it for your business.

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1 Copywriting Tip

Tip: Use the 10x Principle

When Nike partnered with Michael Jordan to create the first ever Air Jordan, they were optimistic but realistic.

They set a rather modest goal of selling at least $3M worth of shoes in the first four years.

But they did better. Actually, not just better.

Nike sold $126M worth of shoes in the first year itself.

Mind you, this is just one shoe. One design. One color.

Why? The 10X principle.

Jordan's performance was 10X better than the competition and so was Nike's marketing.

And that reminded me of how the 10X principle is such a great way to write copy too.

Now, listen...

Not everyone can be as great as the legend himself or have pockets as deep as Nike but...there's still a way to 10X your message.

Exaggeration.

The 10X principle basically means exaggerating the shit out of your product's talking points.

That could be:

• A benefit

• A problem

• A solution

• A situation

• An example

Or anything else you could think of. But you have to make sure that it is 10X (read insanely weird, bizarre, interesting or over the top).

I feel like amusement is an underrated emotion when it comes to copywriting. When you can delight someone in a funny or entertaining way, it makes up for excellent memorability.

So let me show you some of my favorite examples

Side note: 10X principle is a term I loved after seeing it for the first time on The Ad Professor's Twitter. I was quite intrigued and aware of exaggeration in writing but the way he described this was so much better.

Because the 10X principle is a more holistic idea.

These examples would make it clearer👇🏻

2 Examples

1. Ecovia

The impact of this had literally hits you in your face (the pun was right there)

The example of taking human subjects in instead of cars was smart.

Plus this visual stays with you.

One of the examples where thinking is shown better than it is written.

But writing is just thought-expressed thinking, no?

2. Apple

The idea of taking the Mac on a test drive by using the mouse is insane.

The short copy paired with the racing glove is such an insane image.

Great imagination is the best way to elevate an idea to 10X.

3 Tactics for You

1. Read metaphors

Observe how phrases are used to describe non-literal meanings and still make sense of what's actually being said.

2. Stellar Visuals

Use absurd visuals that convey the point you're trying to make in the weirdest way possible. 

Sometimes a metaphor or an idea can be the stellar visual you're looking for.

3. Create Hype

If you create enough hype around your product, exaggerated claims will feel doable. 

Think of how Air Jordan was marketed by the messaging that you could fly with it.

Well, that’s all I have for you today 🤝

What do you think about the 10X principle and today’s newsletter?

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