Not Every Ad Needs to Be About a Problem

This week, YOU, , are joining 1000+ people who’ll get this 14th edition with a new style.

I’m trying to turn this into a newsletter that’s more example-led with insights ranging from marketing and advertising to copywriting, messaging and positioning.

Let’s get going!👇🏻

Yesterday, I did something I rarely do anymore.

I wrote an ad that went straight for the product. No mystery hook. No "unaware" angle. Just a direct pitch to people who already know they have a solution but now they want a better one.

Here's the thing...

Most of the time, I write ads for cold audiences. People who don't even know they have a problem or might have just identified it. That's where the biggest audience is, so that's where we play.

But this time was different.

The market I was writing for? It was packed with fakes and scams. My client had a legit product with a real difference. Only one other brand in the space was actually trustworthy.

That changed everything.

See, when a market is full of scammers, people don't need you to explain the problem again. They already know about it. They've probably been burned before.

What they need is proof that YOUR thing is different.

So I skipped the clever hooks and got right to it. I spelled out exactly what makes this product better and why it's worth trusting.

And guess what? The client loved it.

Sometimes the best strategy isn't being creative. It's just being clear.

Now let me take you over some unconventional modern (META) static ads that don’t waste time on problem education. Rather, they focus on a feeling, outcome or differentiation…

1. Jambys

This is one of Jamby’s best performing headline of all time.

And I can see why. Because nobody else can say this.

Why? Because Jambys has positioned itself as a premium inactivewear with a casual, laid back vibe.

You can copy ads but you cannot copy vibe.

And Jambys is a WHOLE vibe.

2. Porsche

The Porsche Playbook:

Take a common feature.

Specify how you use it differently.

Enjoy higher perceived value and a differentiated position in the market.

3. Postmates

Postmates is the king of insights. And their campaigns have some of the best relatable situations you can come across.

Note: Situations. Not problems.

Not a problem. Nothing to solve.
Yet still integrating their product without being salesy.

Closing Thoughts

There’s nothing wrong with an ad that’s formulaic or provides a solution. But if you only think through problems, you get answers. And while that’s fine, you have to remember that people are busy and they don’t just stop and stare at information.

They need entertainment too. And when you approach yur ads through emotions, situations or outcomes, you give yourself enough headroom to squeeze in a million ideas and then some.

Problem approach raises the floor. But entertainment + relatability raises the celing.

Don’t forget the latter because of the former.

The only way to stand out today is to be anti-formulaic, sparingly.

That’s it for today!

What do you think about vintage ads and today’s newsletter?

Hit reply & let me know your thoughts, !

P.S. Don’t forget to tell me your favourite thing about this newsletter. I’m collecting responses to build the next thing in this space.

Cheers!

Whenever you're ready, here's how I can help you more (FREE):

1. ZERO to ONE Copywriting Resources (Notion download!)

2. Check out my Twitter for more content.

3. LinkedIn is my OG platform, so do connect if you haven't already!

4. Missed previous editions of the newsletter? Read all of them here.

5. Want me to write copy for your business? Click here to learn more.