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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: Reduce Cognitive Load

"Simplicity is the ultimate form of sophistication" is one of my favourite quotes of all time.

I read it first in Steve Jobs' biography and it stayed with me long after.

If you think about it, the quote carries itself quite handsomely into the world of messaging, communication and copy.

Because like you've heard, good copy is simple copy. But the million dollar question is, what even is simple copy?

Is it short copy?

Is it basic words?

Is it a predictable pattern?

Yes, yes and yes to all of the above but...

The main marker for simple copy is how quickly you can get it. In other words, reduced cognitive load. 

That means reading an ad would not trigger your brain to do mental gymnastics.

Rather, it'll feel so easy to understand that you'd get the main message damn near instantly.

To me, that's the ultimate mark of a simple copy.

Everyone thinks they can write it but deep down they also know that it must have been extremely hard to be thought of.

I'm gonna show you two examples that explain this better...

2 Examples

1. Virginia’s Department of Motor Vehicles

This ad uses the visual metaphor of an XL ladder to compare and contrast the impact of speeding on a human body v/s when it's thrown from this ladder.

It might be hard to imagine speed as a concept in a static ad...

But this creative OOH sets up context that makes people feel the impact in their gut.

Btw, this installation was 50 feet high and had markers like 10, 20 and 40 mph to compare the impact.

2. TD Bank

Instead of explaining fractional shares, they literally let people see a part of the company via strategist placement with a cut out for a piece of the logo.

This visual metaphor brings out their USP of the brand naturally.

3 Tactics for You

1. Use Physical Analogies

Turn abstract concepts into tangible comparisons everyone understands instantly. 

The ladder ad makes car accidents relatable by comparing them to pushing someone—both cause similar damage but one feels more personal.

2. Use Minimal Text Maximum

The human brain processes images 60,000 times faster than text so let visuals do the heavy lifting.

Use words only for essential clarification.

3. Lead with Consequence

Show the end result first, then explain how to get there. The safety ad starts with the damage outcome, then works backward to the cause.

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

What do you think about reducing cognitive load and today’s newsletter?

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