The method that injects personality and emotions into ads. Ft: My own ad.

Author

I participated in a copywriting challenge, where I wrote an ad for a wallet brand.

Brief: Promote the new Airtrack vault wallet.

I analyzed ads of everyday use products and found a pattern. The writing style.

Narratives

A study conducted at Princeton University showed that when subjects heard action-oriented sentences, their motor cortex reacted in a similar way as if they were performing the actions themselves.

When we hear a story, our brains react as if we are really experiencing the events first-hand.

Insight from research: Almost 90% of the people struggle with finding items inside the wallet during urgency.

I wrote the ad in a narrative form.

It’s easy to find situation for daily use products.

By using an everyday scenario, people who experience it can relate on a deeper level and you don’t need to make up anything, it’s a real use case.

For the hook, I chose to go with a ‘why’ headline as it sparks curiosity and readers would want to know the reason behind why.

Key takeaways

• Using a story / situation + product makes the ad more memorable.
• The hook/ headline should not give away the answer.
• For everyday use products, it’s better to use rituals, before / after, daily use case scenarios to write.
• It’s important to remember not to make up situations especially for complex products, and work with central character to build the story.

Let me know what you think.