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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: Steal big ideas from common concepts

I'm not sure if most of my subscribers including you, [Name], know this...

But I work as a creative strategist and copywriter for DTC brands.

That means the content you see online whether it's on social ads, landing pages or emails—done by me.

And I like this performance and analytical side of marketing. I enjoy it but let me share a controversial secret with you...

The kind of work that I do on a daily basis isn't the primary inspiration for my copywriting obsession.

It has always been the brand marketing campaigns that I often share in this newsletter.

You must have noticed that I mostly share old print ads and OOH campaigns in this newsletter. And there's a reason for that.

Actually, several reasons...

a) I love old school advertising

b) I'm inclined towards print and outdoors

c) It helps me dive deeper into emotions, psychology and storytelling

d) It's the perfect way to learn how to steal big ideas from concepts.

Now let's focus on the fourth point with the help of another one of my favourite campaigns...

It was from Citibank with an excellent tagline, "live richly." It won awards and boosted the business by leaps and bounds.

What was special about it? It stole a big idea from a common concept.

You see banks and banking ads have already been about finance management and being responsible.

Nobody had ever explored the other side of being rich.

But that's exactly what Citibank did. They took the meaning of "live richly" in a different light and popularized it.

With this campaign, Citibank wanted to show people that living richly meant enjoying life's daily experiences...

Beyond saving, budgeting, investing or working.

Think about it...

Live richly is the emotionally and psychologically relevant big idea that was stolen from the banking concept of money.

Let me show you some examples from the campaign to make it clearer…

2 Examples

1. Citibank’s live richly Campaign

For reference, blue chips are the highest quality stocks that give an almost guaranteed stable return over the long term.

This copy does a playful double meaning on that and it’s delightful.

In a way, this campaign is also about “you enjoy life, we’ll handle the money.”

Such a clever line but the live richly concept running all along makes the difference.

2. Citibank’s live richly Campaign

Do something better than just worrying about money.

This is a great way to say it and to bring home the point of living richly.

The wit and sarcasm here is unparalleled.

See all the wonderful copy that came out of this campaign here.

3 Tactics for You

1. Prefer People Over Product

"Live richly" is better than "being rich" because the keyword is not rich but "live." 

Focus on broad concepts related to your brand and product that tie directly to how people feel. But keep it simple.

2. Create Situations

Pairing emotions with situations is a winner. Why? Because situations are relatable and specific. 

Think about Citibank's chips and salsa example.

3. Don't Mix It

Follow the rule of one. If you've found a great big idea, milk it. Don't contaminate it with more stuff. Citibank's entire campaign was about living for experiences and not just money.

You can see it in the messaging of every copy. Learn from it.

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

What do you think about Citibank’s campaign and the idea of stealing your big idea from a common concept?

Hit reply & let me know your thoughts, !

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