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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: Role Reversal Perspective

Today's copywriting tip comes from a great ad campaign that I just saw and it happens to be made by a charity organization leading up to Women's Day.

Talk about perfect timing...

But anyway, what I mean by role reversal perspective is putting a man in women's shoes and vice versa.

By design, men and women think differently.

So they perceive things differently.

And yet, both genders are wildly affected by each other. Especially what one gender thinks of the other.

So this role reversal perspective makes a lot of sense in marketing and advertising. Because it's a huge angle to grab attention. 

Think about gifting ads. I've made a lot of gifting ads for my clients and one of the best angles to do it is from the perspective of the gifter.

A (video) ad like this would look like...

Girlfriend getting something for her boyfriend. Sharing her find, then she describes it, then she shows how it made her boyfriend feel and how all of that makes the girl feel.

Look at this ad. It certainly feels different and interesting. What adds to the charm is the brand's cheeky and witty tone of voice.

But you know what campaign I talked about at the start? Well that's different. And that’s why I wanted to share it.

Because it's not easy-going or free flowing like a gift idea. It's more intense.

Now onto two great examples from the campaign...

2 Examples

1. Beyond Equality

When men are offered a glass of cocktail, they think about having a good time.

While if a woman is offered one, they have second thoughts about whether this drink might be spiked.

The excellent tagline see what she sees adds to the punch of the message.

2. Beyond Equality

What men might see as a smartphone, women think of it as a cry for help.

No matter how ordinary the item is, it shows how society is.

So simple and yet so brilliant isn’t it?

3 Tactics for You

1. Everyday Realism

Use relatable daily scenarios. Copy should be simple, clear and relatable. That's why pick a situation that's easily recognizable by the majority.

2. Visual Contrast

These are just words at the end of the day but the way the ad has been divided into two halves makes the men v/s women divide obvious.

Plus, the black and white color of the font for men and women also adds to the same.

3. Add Context

Since this was a billboard, a subtle tagline like see what she sees adds the much needed closure. But in other cases, a subheadline can also do a job.

Find ways to add more depth to your headline whether that's by adding more words, more visuals or a combination.

Produce a finished piece.

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

What do you think about role reversal perception and today’s newsletter?

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