Do you use toothpaste?

I bet you do.

But, why do you really use it?

Well, the reason why every person has a tube of toothpaste in their bathroom sink is thanks to Claude Hopkins...

I'll explain it in more detail below.

But first...

Best Ideas This Week:

As someone who writes 50+ pieces of copy in the biz opp niche weekly, I know how hard it is to find new ideas to write about.

I got you! These are the top ideas I'll be using for next week:

One in five deaths in the US caused by heart disease.

Working too much can lead to heart disease: Long working hours led to 745,000 deaths as a result of having worked at least 55 hours a week. Between 2000 and 2016, the number of deaths from heart disease due to working long hours increased by 42%, and from stroke by 19%. Source: World Health Organization.

Renting is the new normal.

There are now 45 million renters in the US, up 10% over the past 10 years. People either don't want to own homes or can't afford to (I think it’s the latter).

But, renting comes in all shapes and sizes. 

You can now rent anything from the iPhone you use every day to a suitcase for your next Europe trip.

SOURCE.

Is The American Dream Dead?

The US used to look like the best country in the world but, no anymore...

The water, filled with chemicals…

The land, filled with toxins…

The plants, coated in pesticides…

The animals, filled with antibiotics…

Black blood, spilling in the streets…

It's time to move somewhere else... if your job allows it.

SOURCE.

How to get lucky?

“I'd rather have lucky generals than good ones.” 

• Napoleon Bonaparte

Most people believe that luck is a matter of destiny...

But in reality it is related to the actions you take every day.

MORE HERE.

Best Ads This Week:

Based Supplements:

This is a great example on how to let your customers write your copy for you.

Sometimes as a copywriter, you don't require the perfect flash of inspiration. Just ask your customers questions or dig through the testimonials and let them do the work for you.

Taste Salud:

“Us vs them”

Probably one of the most used ad frameworks for new brands.

It works so well because it fits into the Solution Aware category.

You don't have to educate someone on their problem and if it's worth solving. 

And if someone is Solution Aware they are likely weighing their options. 

So if you can show the superiority of your product, it will make your brand seem like a no-brainer.

Same case with the next one:

Remi Oral Care:

Surreal Cereal:

How to use famous names but not famous people….

Social proof + absurd hook + justification

Example:

Joe Rogan’s favorite newsletter*

He’s just a Burger King employee in Oxnard, CA.

LOL

The Best Piece of Copy This Week:

If Gary Halbert had sold his car, I am 100% sure the ad would look something like this:

1999 Toyota Corolla For Sale (Craigslist):

Old Ads Worth Reading:

Pepsodent by Claude Hopkins.

No, my friend…

You don’t use toothpaste because your mouth smells like the apocalypse...

Believe it or not, in the early 20th century, almost no one brushed their teeth or used toothpaste. 

Not even dentists recommended it to their patients. 

That was when the legendary ad-man Claude Hopkins had a great idea…

Before hiring Hopkins, Pepsodent tried to get people to use toothpaste by marketing it as a health product.

BORING. zzz…

So here’s what he did…

Instead of presenting toothpaste as a health product, he marketed it as a beauty product.

He took the same product, toothpaste, but changed how people looked at it.

Same product. Different frame:

Dove Soap by David Ogilvy.

Here’s another example.

Boring product, exiting frame:

Thought Of The Week:

“The cave you fear to enter holds the treasure you seek.”

― Joseph Campbell

Let that sink.

Thank you for reading.

- Mario

P.S. Let me know what you think of this edition of my newsletter.

Is it too long?

What would you like me to go into more depth?

What would you like to see?

All comments are welcome.

Again, thanks for reading.