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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: Roast Your Opponents

You might have heard the word "roasting" primarily from the art of stand-up comedy. 

If you're a foodie, you probably heard about roasting from a barbeque. I'm not judging.

But the point is...you get it, right?

It's about taking a not-so-subtle dig at your competitors, enemies, opponents or something you don't vibe with.

Although here's the thing...

Most people don't know this simple yet significant rule of the game.

Punching up.

It means making jokes about people or groups who hold more power, status, or privilege than the average person.

You can do the same with bigger brands that aren't your direct competitors.

That's why I roasted some of the biggest brands in the world.

And turned my one-liners into ironical taglines for them.

It is generally considered ethical and funnier. Because it can challenge authority, speak truth to power, expose hypocrisy, and give voice to frustrations felt by those with less power.

The last one could be your ideal customers who were settling for an inferior solution. Until you came along.

Even a brand as big as Xaomi has done this...

So if you have a superior product with an inferior brand and are hungry for attention, roasting a little goes a long way...

Make a headline that makes headlines.

Now onto two examples...

One that I created and one I love.

2 Examples

1. Apple (Spec Ad)

I twisted the iconic tagline to be something more massy.

Because Apple is certainly not for everyone.

The major hiccup being the price.

That’s where the irony comes from. That’s the thing. The headline isn’t for people who own an Apple product. It’s for people who aspire to but are reconsidering.

2. Porsche

In this ad Porsche is taking a subtle dig at the competition by "technically" punching up. But they are the ones who are UP.

They are actually punching down, on themselves.

That's genius. They are downplaying their dominant position in a race by saying there's room for improvement.

It's sarcastic and that's usually what gets remembered.

3 Tactics for You

1. Attack Excessive Costs/Hidden Fees

Frame high prices or sneaky charges by larger brands like Apple as unfair. It doesn't have to be logical.

It just has to APPEAR to make sense to YOUR audience.

2. Defy Exclusivity & Gatekeeping

Position your offering against pretentious or inaccessible systems designed to keep people out.

This could work really well if your brand does something where the industry norm is exclusivity. 

Think something like a sneakers or watch brand available to everyone.

3. Ridicule Inefficiency & Bureaucracy

Any brand challenging something that was previously handled by the govt. or any outdated systems can fall into this.

Think quick commerce v/s your local store.

P.S. See this to understand how to roast without being offensive.

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

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