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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: Tell the Truth

If you're reading this, I'm pretty sure you're familiar with the PAS framework.

It stands for problem-agitate-solution which means while writing copy...

→You present a problem

→You agitate the pain

→You offer a solution

It is simple, clear and direct so no extra points for guessing that its the most popular framework.

But here's the thing: I find it to be better suited for long-form copy or more story-driven content.

If you are writing a video script, social media post or an email, PAS might be your best friend but...

If your goal is to write an impactful one liner for a static ad (print, social ad creative, OOH), then it makes sense to say something truthful.

Not what's beneficial. Not what's unique. Not what's a solution.

But simply, the truth.

You'd be amazed at how good of a statement truth can make.

Because...

Sometimes, copywriting is not about presenting a sales argument. 

But presenting the truth in the most interesting way possible.

If you figure that out, you have a great headline already.

Let me show you some examples...

2 Examples

1. The Ordinary

None of these lines appear false.

Instead, it provides a truthful and authentic reason as to why the products are named the way they are.

Isn't it interesting? Well, you know what they say...truth is stranger than fiction.

2. Rolls Royce

The headline is 100% truthful but it's not just surface level.

It speaks to the luxury status of a Roll Royce too. The cabin is so silent that you can only feel the clock ticking.

And you know what? If you're sitting in a Rolls Royce, you might not need to look at the time because you have arrived (in life).

1. Go Hard on Research

Ogilvy spent 3 weeks in research just for that headline. And you know what? He came across this piece of information in an engineering report.

Think about that. A copywriter reading an engineering report to find a talking point for an ad copy.

Remember, when researching, depth is more important than width.

2. Make a List of Facts

Collect a lot of "WHATs" about your product, service or brand. Then use it to create interesting headline and talking points.

Finding the what is your research ability. How you write it in an interesting way is your copywriting ability.

3. Use Intense-Emotion Facts

RR's ad uses time as an underlying emotion to talk about luxury and status.

The Ordinary uses not naming their products as a way to say that scientists are too authentic to be copywriters.

So...Think. Think. Think.And pick a fact that you can easily link to a core emotion with a subtle undertone.

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

What do you think about telling the truth and today’s newsletter?

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