This week, YOU, , are joining 1000+ people who’ll get this 16th 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!👇🏻

Your competitor is running ads with a terrific angle that's performing for them again and again and again...

So you do what you thought is best. Copy the angle.

Wait, I'm not judging you. There's no reason not to copy a message that the market told you is a winner.

But here's the thing...

Your competitor's audience ≠ your audience

So if they’re running that angle successfully?

Test it, by all means.

But adapt it to the format that is most likely to convert your audience.

For instance...

Your competitor is a collagen gummies brand catering to women between 35-40 talking about getting their youthfulness back.

So it makes sense to strike that chord with a mini-VSL explaining the ingredients and the mechanism.

Because women at this age might be more skeptical and want to filter out the fluff because they've tried a million different solutions before and all have failed.

But if your brand with the same product is catering to Gen-Z women in their 20s, it'd be much better to cater to the same angle with a "day in the life" UGC style video of the IT girl who does...

Coffee runs
CEO days
Pilates
and staying fit

Because Gen-Z wants vibe and relatability. They want to get into the CORE of the personality and then make a purchase.

The angle is a huge deal but the context is a bigger bet.

Got it?

Now let me show you how it works in the WILD

1. Huel

Look closely, and you'll realize that both of these ads are promoting the same drink. But look at the headlines.

One is related to GLP-1, catered to someone on their weightloss journey. It also looks and feels like a professional ad which isn't a bad thing.

While the other one closely resembles a hot-girl routine with skin glow as the main goal. Plus, it looks native. Like an organic Instagram story.

Different angles. Different vibe. Different personas. But most importantly, different context.

2. Spacegoods

Two completely different vibes for the same product. While one shows a gassy baloon, the other one shows a lit up brain.

That’s the thing.

The person looking to solve their bloating issue isn’t excited by boosted brain power, so it makes sense to cater the message in a way that feels personal.

An deep research will tell you what personas should you cater to in the first place.

But apart from the copy that’s still pretty clear and direct, look at the visuals too. I bet the bloated people on the left are older while the ad on the right is targeted towards more Gen-Z and millenials.

VIBE is real.

3. Primal Queen

The menopausal woman struggling with vaginal dryness and low sex drive wants to feel alive again.

But another woman with a similar condition just wants to relieve herself of constipation and poop normally.

Again, a spicy visual metaphor for a bursting orange hits a more sexual vibe...

Compared to a harmless emoji that explains what bad poop and good poop looks like.

Cater to the context and surrender to the persona.

Angle is important but never forget your personas. If angle decides the messaging of your ad, the persona decides the vibe.

And since vibe is a social construct, it becomes infinitely more important because the only thing that really sells is being seen.

Showing your ad is media buying. People "feeling seen" after seeing your ad is copywriting.

Focus on the latter.

That’s it for today!

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

Hit reply & let me know your thoughts, !

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Cheers!

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