Lessons:

1. Make a claim.

2. Make the claim believable by answering how it’s possible.

3. Describe, specifically and in plain terms, what your business does differently to achieve the claim.

Other insights:

• Dispell a common belief: Based on a survey, Sears customers believed the company made 37% margins, which is why the “less than 5%” angle was effective.

• Educational copy: Importantly, the copy is not merely a list of facts. Rather, a series of facts that support the ad’s angle of “we offer lower prices.”

Here’s how you might apply these learnings for a travel agency:

1. Claim: Save up to 40% on all-inclusive vacations

2. Make it believable: From resorts with last-minute vacancies

3. What we do differently: We only partner with resorts that have 4.5 star ratings and above. We only offer all-inclusive packages that are more than 20% below market price. We help resorts generate revenue for last-minute packages that would otherwise remain vacant. Our packages are exclusive, personally negotiated, and are not available on discount travel aggregators.

🍳 Lesson: “So good that [expert] enjoys it”

The following Our Place ad does a nice job at indirectly communicating its value propositions:

Value propositions:

• Doctor: This panis safe from harmful chemicals

• Chef: This pan provides an excellent cooking experience

• Designer: This pan looks beautiful

This ad might be particularly good at capturing the attention of a problem-unaware audience. For example, a mother who cooks for her family frequently but is unaware of the potentially harmful chemicals in her cookware.

She might see this ad and wonder, “why would a doctor care about a pan?”

Now that she’s problem aware, she might be motivated to solve the problem.

Here’s one application of this concept:

🧠 Clever ads of the week

I recently discovered a copywriter named Neil French who worked as the Creative Director for Ogilvy & Mather 👇

His copywriting style might be described as clever, unconventional, bold, cheeky or non-conformist.

Here are 3 of my favorite French ads:

What makes it great:

• Grabs your attention

• Makes you want to figure out what it says (piques curiosity)

• The visual supports the key message (half the story, half the words)

• The cleverness might make you feel like the Business Times is equally clever (and worth reading)

This might be one of the best whisky ads I’ve ever seen:

The copy reads: “This page is dedicated to those amongst us who have learned to recognize quality without peering at a label.”

What makes it great:

• It’s unconventional compared to competitor whiskey ads, encouraging the audience to think differently.

• The sense of "If you don’t appreciate Chivas Regal, don’t worry. It’s not for everyone," simultaneously flatters the target audience while subtly mocking those who don't appreciate the brand.

• Deeply connects with a niche market of whisky connoisseurs by creating a sense of exclusivity. “Those amongst us” implies that the reader is part of an exclusive community that appreciates Chivas Regal (us vs. them).

And lastly:

Great whisky is appreciated for its craftsmanship, similar to great artwork.

This ad uses this “signed by the artist” angle to indirectly communicate the product’s craftsmanship.

This concept could be applied to many artisan products, such as a coffee roaster that imports ethically grown beans from family-owned coffee farmers:

"Each cup tells the story of its makers." (with signatures of the coffee farmers)

Another creative way of applying this concept would be to think of a funny or clever way to indirectly communicate your value proposition.

For example:

Cheesemaker: “Every bite is a masterpiece” (Leonardo Da Vinci painting a wedge of cheese)

🏆 Placement of the week

Ski lift safety bar ads 👇

Why it’s interesting:

• Captive audience: You have their undivided attention while they ascend the slopes, typically spending several minutes on each ride.

• Target demographics: Ski resort visitors generally include a mix of families, young adults, and professionals with disposable income. They are often outdoor enthusiasts and can be targeted for various products and services like sports equipment, apparel, food and beverage, travel, and more.

I’m estimating about a $76 CPM, which is a bit of a premium compared to most ad buys. However, you may consider it cost effective for such a targeted and visible placement.

Here’s my back-of-the-napkin math:

• $16,500 total cost: Approximately $1,500 per individual lift per season. I see these ranging from $350-$2,000 per season per lift. Let’s assume we place 10 ads, plus an extra $1,500 to print and install.

• $76 CPM: Roughly 120 ski days per season x 8 hour daily lift operation = 960 lift hours. Average lift takes 4 minutes to get up the slope and another 4 minutes to get down = 7.5 ad exposures per hour x 3 skiers per lift = 21,600 impressions per lift x 10 lifts = 216,000 total impressions per season.

Here are some ideas that might be suitable:

• “Access your money anywhere, even up here” (bank)

• Time to conquer new peaks” (watch brand)

• “Need a lift?” (ride service with QR code & offer)

🗣️ Quote of the week