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We help infoproduct & eCommerce businesses scale with paid traffic.

31/08/2021

Unpopular opinion: ads are not written to entertain ❌

When they do, those entertainment seekers are not likely to be the people whom you want.
It is one of the greatest advertising faults I see. Ad writers abandoning their parts, forgetting their salesman side, and trying to be performers.

Instead of a high converting ad, they seek an entertaining creative.
Instead of sales, they seek applause.
Just because it looks pretty does not mean it's a good ad.
An ad is a good ad when it gets a prospect to take a desired action. And that is often to make sales.
Many ads are planned and written with a totally wrong conception.
They are written to please the seller.
Don't get me wrong: the look and feel of it are important.
But when you plan or prepare an ad, keep before you a typical buyer. Then be guided by what you would do if you met the buyer face-to-face.
No need to amuse, boast or show off. That's often not what the interests of the buyer are.
Some of our highest converting ads have been long-form ad copy, sincere and plain text written knowing the customers better like nothing else and knowing our lines (we have a monastic obsession with copywriting). No need to overdress.

30/08/2021

To A Man with a Hammer, Everything is a Nail 📌

Let us explain... It's really amazing to us the number of entrepreneurs who will spend weeks, months, years (!!) building a product and THEN go looking for a problem to solve with it.

They build the hammer, and everything begins to look like a nail... It happens all the time and it's the n.1 cause for startup failure 😬

But perhaps more amazing... the number of marketers who will put their head down for weeks on end, launch a new marketing campaign without any feedback from potential customers... and THEN cross their fingers, close their eyes and hope it converts.

It's all backwards.
What if instead of spending hours building a campaign, launching it and hoping it works... ...we just asked our customers what they wanted to see, hear and buy... and THEN gave that to them? 😎

That way, we aren't leaving success up to chance. Following this approach will guarantee that no campaign will ever be a complete flop.
As entrepreneurs, we must always remember that we are NOT creating products for our business ❌

We're doing everything for the customer.

29/08/2021

Do you want people to listen? Tell a Story.
A compelling one.

Most of the ads we see on a daily basis make the same mistake - they focus way too much on selling a product.
Consumers have built huge walls around that.
Consumers want to be told stories.

Since the dawn of time, humans have interacted through the art of story telling.
When people scroll through social media, it’s no different.
They aren’t there to read ads, they are there to read stories. Stories about their friends, family, pets…

They are used to telling stories to themselves and telling stories to each other.
So do you want people to listen to what you have to say online? To read every ad you put out and every email you send? If so, tell a story.

Consumers buy from brands and people who tell a story. A compelling one.

24/02/2021

This is an example how an unfortunate event can be used for advertising purposes from a different angle. The ad is laced with a bit of dark humor, so it might not be everyone's cup of tea, but it’s sure to stand out.

Fast-food chain Burger King holds an infamous record for most restaurants that have burned down. They also take very vocal pride in flame-grilling their meat and not frying it.

Put these two together and what do you get? The innovative ad above, conceived and executed by DAVID Miami.

23/02/2021

Miami Ad School designed a Sharpie print ad that makes a play on a famous logo – The Rolling Stones logo.

The tagline “It all started with a Sharpie” points out the longevity and historical importance of this product that took part in the creation of some of the most iconic imagery known across the globe.

21/02/2021

Sedex, the supply chain company, used extreme illustrations like this one to prove its speed. "Trust us. We deliver it fast." (Brazil, 2009)

20/02/2021

Eurostar advertised its rail service between Paris and London with unique British caricatures. "It's Summertime in London."

19/02/2021

At first glance, it looks like a dog taking a selfie. This ad evokes emotion by featuring a dog staring straight into the camera – in effect, straight out to the audience – to drive home an important message.

18/02/2021

With the tagline “No hair is better”, this ad’s concept hits the nail on the head. A soap with no hair bits on it; refreshing! Because let’s be honest, hairy soap is gross. Veet cleverly promotes the use of their products by sending a message that their product leaves no hair behind, therefore, your soap bar will stay clean.

17/02/2021

This ad cleverly depicts the MacBook Pro with it’s new stylish ultra thin design, as a newspaper or magazine, alluding to the fact that it is lightweight and easy to carry around.

16/02/2021

Blunt knives causing havoc in the kitchen? Not with the WMF Grand Gourmet knife with the Damasteel blade. As the print ad shows, it is so efficient that you might find yourself cutting through the chopping board.

14/02/2021

What makes Rolex unique lies within its exceptional attention to detail.

Print advertisement created by Chicago Portfolio School, United States for Rolex, within the categories: Fashion, Personal Accessories.

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