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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: Call Out Failed Solutions

You know how Apple is late to everything in the market?

Every year they introduce features that were launched years ago on Android smartphones.

And yet they generate so much hype.

Why?

Because sometimes people forget you're late if you're different (and better).

And that's why one of the best ways to advertise your product is to attack failed solutions.

Selling skincare with a new milk based formula?

Tell them why water/coffee based didn't work for them.

Selling a new protein supplement?

Explain why previous supplements were fucked up.

Selling a new course or software?

Highlight the ones that didn't live up to the mark.

Thing is...

Your messaging (ideally) shouldn't blame the customer for making a bad decision.

That's passive aggressive. What are you? A copywriter or a teenager?

Control your hormones.

Anyway...

Instead, what you CAN and should do is talk about failed solutions.

And the pain points that your customers incurred because of those failed solutions.

In this case, the pain points aren't just your customer's big problems.

But also the problems that were created because of using the wrong products that failed them.

Now onto some examples of ads that position against failed solutions...

2 Examples

1. Fungies

This headline is calling out 2 failed solutions in the headline.

It's trying to promote the idea of replacing pills or powders with gummies.

The people who have tried those solutions and failed will immediately click on this ad to know more about the gummies.

We aren't calling out their direct pain points.

We're calling out the pain points related to their failed solutions.

This is a bit more advanced and it works.

2. Pop Tart Alternative

I like how this headline directly compares itself to a popular brand but points out why it's a failed solution for many.

This isn't an ad for a tasty, high-protein snack.

It's written for pop tart haters and it hits right on that feeling.

The health benefits are just a bonus.

Source for both these examples.

3 Tactics for You

1. Bring Out Unique Talking Points

It could be as simple as taste. Refer to the example I shared.

Talk about something that your competitors or your customer's failed solutions cannot copy.

2. Use Comparisons

If you see the pop tarts example, you'll find both. Subjectivity and objectivity.

Those who hate pop tarts don't like the taste. Subjective.

But they're well aware of the product. Which means they also know about how much sugar it has.

The solution shared in the ad has way less sugar and more protein.

Objective benefit. Cannot argue with it. 

Lesson: Make comparisons where previously failed solutions appear inferior on face value.

3. Be Super Specific

❌ Their product is bad because....and our product is better because...

✅ Their product failed you because...and it makes you feel like...because of which....

The more research you do, the deeper you can dive and hence, the more specific you can get.

Do not underestimate the power of review mining.

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

What do you think about calling out failed solutions and today’s newsletter?

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