Popular
Antithesis
Put two opposite words or ideas in the same line.
Alliteration
Start two or more words with the same sound.
Metaphor
Describe the product by comparing it to something unrelated.
Personification
Give human traits to your product or enemy.
Reveals
Start with a common phrase and end it in an unexpected way.
Self-Aware Ads
Admit it's an ad to disarm ad haters.
Tricky Threes
Two things establish a pattern. The third one breaks it.
Wake-Up Call
Alert your prospect that something they're doing (or ignoring) is costing them.
Wordsmithing
Antithesis
Put two opposite words or ideas in the same line.
Rearrange
Change the order of words or letters in a familiar phrase.
Reverse World
Swap words and expectations around to surprise readers and make a point.
Chiasmus
Reverse the order of words in two parallel phrases.
Parallelism
Structure phrases or sentences to mirror each other.
Asyndeton
Skip conjunctions (like "and," or "but") in a list.
Pleonasm
Use more words than necessary to explain the benefit.
Rhyme
Use words that have the same or similar ending sounds.
Dialogue
Use a sentence the customer might say or hear in a real conversation.
Onomatopoeia
Find words that sound like the product or its benefit.
Analogy
Compare the product or benefit to something else using "like" or "as."
Metaphor
Describe the product by comparing it to something unrelated.
Point of View
Personification
Give human traits to your product or enemy.
A Different Breed
Make your customers feel smart or special.
Enemy
Take a stand against something or someone that bothers your audience.
Phrase Play
Pun
Pick a familiar phrase and replace one word with a sound-alike.
Break It Up
Twist a word or phrase using spacing or punctuation.
Flipped Phrase
Replace one word in a common phrase with its opposite.
Reveals
Start with a common phrase and end it in an unexpected way.
Humor
Self-Deprecation
Highlight flaws to make your brand more relatable.
Understatement
Set the expectations low to give customers a laugh (and a pleasant surprise).
Benefit of the Benefit
Show how using the product leads to another, unexpected benefit.
Chuck Norris
Exaggerate the benefit until it becomes a funny scene.
Tricky Threes
Two things establish a pattern. The third one breaks it.
Said No One Ever
Write the pain point as dialogue, and then add "said no one ever."
Questions
Call the Bluff
Ask the question your industry hopes nobody will.
Humblebrag
A question for the reader that's actually a flex.
Objections
Use your prospect's own doubts as the headline, then answer them in the ad.
Concierge
Hand the reader the keys and ask what they'll do next.
Wake-Up Call
Alert your prospect that something they're doing (or ignoring) is costing them.
What If?
Asks the audience to imagine a better reality with your product.
Provocative
Slap 'n Hug
Start with something negative, then flip it into a positive.
Shock Headlines
Use something surprising or offensive to capture attention.
Challenge
Call the reader out to highlight your brand's strengths.
Double Meaning
Use a word or phrase with multiple meanings to make a point.
Reverse Psychology
Tell readers not to do what you want them to do or vice versa.
Numbers
Number Juxtaposition
Use contrasting numbers to make your product's value instantly clear.
Social Math
Make data more relatable by comparing it to everyday experiences.
Visual
Typographic Simile
Replace one letter with an object that's related to the product.
Text Highlights
Write a lot of text, and highlight or remove a few words that make your message.
Activation
Make the reader experience your point for themselves.
Stunts
Legal Loopholes
Share legal limitations so customers root for your brand.
Just for Jim
Write an ad that applies to just one person or brand.
Bash Competitors
Point out your competitor's flaws to show your product is superior.
Boring but Works
Stop the Pain
Open with "Stop," "Skip," or "Goodbye" followed by a pain point, then pitch your solution.
Something for Someone
Write your product type and then its very specific audience.
Gain Without Pain
Promise a desirable outcome, then use "without" to remove the expected tradeoff.
Tired of Pain?
Open with "Tired of" + a specific frustration, then offer your product as the way out.
Goal, Not Pain
Lead with the outcome, then use "not" to cross out the old way.
This Into That
Promise readers to turn what they have into what they want.
Anomaly
Claim to be the best, biggest, first, or only. Must be provable.
Time to Value
Promise a specific outcome with a specific timeframe.
