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 didn’t begin with a benefit, or USP, but I went with moments.

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.

So, I wrote the ad in a narrative form using an everyday scenario. It’s not easy to find for all the products.

By using an everyday scenario people who experience it can relate on a deeper level and you need not make up anything, it actually happens.

Moments / ideas needs no brainstorming or making up, it occurs naturally making it more appealing and connecting.

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

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

Let me know what you think.