Shlomo Genchin’s Post

Good taste is more important than great prompts. ’Cause even if you’re an AI prodigy, GPT will still generate a lot of fluff. And if you can't distinguish between trash and treasure, you're lost. The best way to develop taste is by actively viewing great ads. Here’s how: STEP 1: FIND GREAT WORK If you ask David Ogilvy, a great ad must tick off five boxes: 🥲 Enviable – Do I wish I had thought of it myself? 😲 Surprising – Did it make me gasp when I first saw it? 💡 Original – Is it unique? ✅ Strategic – Does it fit the strategy to perfection? ⏳ Timeless – Could it be used for 30 years? In my opinion, these 20 ads are truly great: (They’re all on Youtube) • Apple // Think Different • Burger King // Moldy Whopper • Cadbury // Gorilla • CANAL + // The Bear • Dove // Real Beauty Sketches • ESPN // Born Into It • Google // Parisian Love • FedEx // Fast Talker • Leica // 100 • Mercedes Benz // The Journey • Monster // When I Grow Up • Old Spice // The Man Your Man Could Smell Like • Sandy Hook Promise // Back to School Essentials • Samsung // Ostrich • Snickers // You're Not You When You're Hungry • The Guardian // Three Little Pigs • Tide // It’s a Tide Ad • Volkswagen // Funeral • Volvo Trucks // The Epic Split • Xbox // Life is Short --- STEP 2: PRACTICE ACTIVE VIEWING I ask myself: • What problem does the ad solve? Structure: [Business problem] because [Customer behavior/belief]. • What’s the human insight? The relatable truth that makes you see yourself in the ad. • What’s the creative technique? The technique they used to come up with the ad. • What’s the hook? The visual or verbal element that prevents you from clicking “skip.” Enjoy :) #copywriting #advertising #creativity

Here's my complete brand naming process: 6 steps, 16 types of names, over 100 examples, and 40 naming tools and resources. All for free.

 💾 Save this post for later. #copywriting #branding #marketing

Marketers: Every clever way to say a product is affordable has already been tried IKEA: Hold my meatballs

How I used Dan Nelken's Bucket Technique to write ads for Remote OK - a site for finding remote jobs // #copywriting #advertising #marketing

After releasing her album '21,' Adele's fear of failure almost led her to retire from music. "I didn't think I had it in me to write another record. I didn't know if I should, given how successful '21' was," she said. I can relate. I mean, I've never won a Grammy, but each time one of my ads does well, I open my laptop to write another one and start thinking: "That was just luck. You can’t repeat that. They’ll know you’re a fraud.” My solution to this is negative brainstorming. Psychiatrist Viktor Frankl used to recommend that his insomniac patients try to stay awake as long as possible. Intentionally doing what they feared relieved their anxiety, and they fell asleep. So, when I'm afraid I might write a bad headline, I do just that. #copywriting #creativity #advertising

I went through 300+ brand taglines. Most of them use one of these 24 rhetorical devices: [Save this post for later] 1. PERSONIFICATION Give human traits to non-human things. Example: Milk's favorite cookie. (Oreo) 2. ALLUSION Mention a well-known person, place, concept, or event. Example: Be like Mike (Gatorade) 3. HYPERBOLE Exaggerate to make a point. Example: So easy a caveman can do it. (GEICO) 4. PARADOX A statement that contradicts itself but is actually true. Example: Handbuilt by robots. (FIAT) 5. CHIASMUS Reversing the order of words in two parallel phrases. Example: All for freedom, freedom for all (Harley-Davidson) 6. ASYNDENTON Skip conjunctions (like “and,” or “but”) in a list. Example: Grace, space, pace. (Jaguar) 7. PLEONASM Use more words than necessary to explain the benefit. Example: When it absolutely, positively has to be there. (FedEx) 8. ALLITERATION Start two or more words with the same sound. Example: Intel inside (Intel) 9. ONOMATOPOEIA Find words that sound like the product or its benefit. Example: zoom-zoom (Mazda) 10. DIALOGUE Use a sentence the customer would say in a real conversation. Example: “Can you hear me now? Good!” (Verizon) 11. ANTITHESIS Put two opposite words or ideas in the same sentence. Example: It takes a tough man to make a tender chicken (Perdue) 12. OXYMORON Combine contradictory terms. Example: Simply clever (Škoda) 13. PARAPROSDOKIAN Twist a familiar sentence. Example: Think outside the bun. (Taco Bell) 14. ANAPHORA Start different sentences with the same word. Example: Maybe she’s born with it. Maybe it’s Maybelline. (Maybelline) 15. PUN Ask your dad. Or any dad. Example: Shave time. Shave money (Dollar Shave Club) 16. RHETORICAL QUESTION Ask something not to get an answer, but to emphasize a point. Example: Where's the beef? (Wendy’s) 17. SIMILE Explain the product using "like" or "as." Example: Like a good neighbor, State Farm is there. (State Farm) 18. METAPHOR Describe the product by comparing it to something unrelated. Example: Murder your thirst (Liquid Death) 19. RHYME Use words that have the same or similar ending sounds. Example: Beanz Meanz Heinz (Heinz) 20. PARALLELISM Structure parts of a sentence to mirror each other. Example: Have a break, have a KitKat. (KitKat) 21. EPISTROPHE End sentences with the same word. Example: What happens here, stays here. (Las Vegas) 22. CLIMAX Ideas presented from least to most important/surprising. Example: More fashion choices that are good for people, the planet, and your wallet. (H&M) 23. UNDERSTATEMENT Express an idea as less important than it actually is. Example: Does exactly what it says on the tin. (Ronseal) 24. IMPERATIVE Give instructions or commands. Example: Be a hero. (GoPro) P.S. Join my free newsletter through the link in my bio, and I'll send you 21 creative marketing cheat sheets you can save and print. #copywriting #creative #marketing

3 iconic taglines. Each one uses a simple rhetorical device: 1. "Milk's favorite cookie" - Oreo Device: Personification How to use it: Give human traits to your product or other objects. 2. "Have a Break, Have a Kit Kat" – Kit Kat Device: Parallelism How to use it: Structure parts of a sentence to mirror each other. 3. "Handbuilt by Robots" – Fiat Device: Paradox How to use it: Write a statement that contradicts itself but is actually true. If that sounds interesting, I think you’ll like tomorrow’s issue of The Creative Marketer newsletter. I'll share: • My wordsmithing cheat sheet • The "What" → "How" framework • Some of the greatest taglines ever • 26 practical tagline writing techniques Join here (it’s free): thecreativemarketer.net <3

A simple way to create hooks with AI that I shared with the Amdocs team: 😢 Problem: If I simply ask GPT to write a hook, the outcome is usually very generic. 💡 Solution: I show GPT how to use my favorite hook-writing framework from Julian Shapiro's guide, "Writing Better." 🤖 The prompt: Content hook definition: An element that grabs the attention of your audience and makes them want to read your content. Types of hooks: • Questions — Pose an intriguing question, but don’t give the full answer. • Narratives — Share the start of a narrative, but withhold the conclusion. • Research — Highlight research findings, but only a small portion. • Arguments — Make an unexpected claim, but don't explain how it's true. Your task: Create 4 hook variations for the post below The post: [Insert content here]

CMO: Just copy our competitor's homepage but don't make it obvious. The homepage:

7 Bill Bernbach quotes that sum up my thoughts on B2B advertising: 1. “Properly practiced creativity can make one ad do the work of ten.” Producing creative ads is expensive. But running boring ads is way more expensive. 2. “In advertising, not to be different is virtually suicidal.” Data tells us to do more of the same. More of the same makes people fall asleep at their desks. 3. “If you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will find nobody against you, and nobody for you.” Every B2B company is solving a problem. That problem is your customers' enemy. Show your customers that you will do anything to protect them from that enemy, and they'll like you. 4. “Word of mouth is the best medium of all.” It's hard to prove that a brand campaign works. But I've heard many people talk about brand campaigns, yet I've never heard anybody mention an AI-written performance campaign in a conversation. 5. "The most powerful element in advertising is the truth.” It’s not hard to tell when a company is being pretentious. The first sign is that its ads are boring af. 6. "Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?" Perfectly designed and on-brand ads are worthless if they don’t carry an interesting message. That’s why I like meme ads. They’re ugly, but they work. 7. “Our job is to bring the dead facts to life.” Boring products aren’t actually boring. We're just not digging deep enough to find good insights and stories. #creativity #marketing #copywriting