Summer season… 

 Vivaldi’s Four Seasons, "Summer" in the background 

 The trees are blooming and the weather is getting hotter... 

 ...and so is this newsletter. 

 So… Who wants to see good ideas?

There you go:

Best Ads Of This Week:

BRYTER:

While most B2B ads are just random stock images + the company name…

BRYTER decides to make something different.

Even though I'm the wrong persona to target, I still get the gist of what they are trying to solve for the right persona:

Bible App:

A little humor is always good...

Wealthy Nomads:

If your copy is good, your design can be mediocre.

If your copy is mediocre, you're in trouble.

Some of the best-performing ads we see time and time again are:

• Memes

• iPhone notes

• Simple text-heavy images

Under-designed ads often work better.

And this is the perfect example:

Advertorials are more alive than ever:

If you're not much into copywriting at all...

An advertorial is a form of advertisement that is designed to look and read like editorial content, such as a news article, a blog post, or a freaking TikTok…

The secret is to make an advertorial that when you finish consuming it you say...

“Damn, I just swallowed an ad...”.

This one for example:

The way it combines advice with comedy is crazy effective. I think a ton of men would actually buy because of this.

Now, let’s see some more examples:

OmniBreathe:

READ THE FULL ADVERTORIAL HERE.

StaySafe:

READ THE FULL ADVERTORIAL HERE.

Old Ads Worth Reading:

McGraw Hill – Salesmanship in print:

This is one of my ALL-TIME favorites. 

A lot has changed since 1958 when it was published but some things haven’t. 

One is the immutable law of "Awareness, Consideration, Preference, Promote." 

It goes like this:

The new customer journey starts with AWARENESS. (If someone isn’t aware of us, our company, or our product/service, they can’t consider us.) 

Only AFTER they are aware of us, can they CONSIDER us versus the other options they know.

Once our prospect is willing to consider trying what we’re selling, our job is to earn their trust: perform so well that they PREFER us more than other options.

Once we’ve cleared that critical hurdle, the ultimate expression of affirmation is when our client/customer is willing to PROMOTE us to others. 

If we try to take shortcuts on the journey, we’re likely going to get the same blank stare and reaction of the “man in the chair” of the McGraw-Hill ad.

The Best Idea Of The Week:

Dunkin:

pleasedontdestroy

View more on Instagram

"People watch what they find entertaining sometimes it's an ad"

And this is the perfect example.

Mixing dry humor, UGC, and production elements.

They mix in clear sales elements, and it doesn’t feel forced at all. 

Fast camera motions and editing to keep you engaged.

All with a storyline.

I wish their products had better quality though lol.