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Derek Johanson

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November 19, 2018

Friday Copy Over Coffee #76: How To Write Ads For Pet Food

November 19, 2018 | By | No Comments

The world is changing and I don’t know if it’s good.

My brother told me this story:

He was driving through Yosemite Valley with his girlfriend and her 6-year old.

The 6-year old was glued to his tablet as they drove into Tuolumne Meadows.

Tuolumne Meadows is, scientifically-proven 100% completely objectively, the most beautiful place on Earth. It’s basically NARNIA.

(The pic above is taken from Wikipedia! Wikipedia never has good looking photos. That’s how beautiful it is in Tuolumne Meadows)

My brother told the 6-year old to get off the tablet and look around at nature.

So the 6-year old shut off his tablet… and then just stared at the blank screen for the next hour.

.
.
.

We’re all screwed!

I’m worried about kids.

Mainly I’m worried about kids not using their hands for writing and drawing, coupled with extreme addiction to phones & screens.

What’s all this going to mean for brain development?

Maybe it won’t mean anything and I’m just, officially, an old man complaining about the modern world changing around me.

But maybe I’m not wrong.

Anyway, if you believe that kids are doomed join the CopyHour Facebook group. If you disagree, join too and let me know. I’d like to hear that it’ll all be okay.

Also, signup for a free 5-part copywriting training course.

Good Ad

UltimatePetNutrition.com has spent an estimated $170.1K in the last 28 days running ads like this via the Taboola content network.

Advertising on a content network? Your ad, your headline, should look & read like content. This ad looks & reads like it’s going to link to a content piece. And it does.

The picture grabs attention — it’s weird.

The problem being addressed, a dog eating grass, is a mass market problem.

“Do This Everyday” builds curiosity.

Attention + Curiosity = Clicks.

We have a nice little formula here: If {Person/Pet}{Experiences A Problem} (Do This Everyday)

I use Adbeat to find ads and do competitive research.

Product, App, or Website I’m Loving:

Reddit: Add “ing” to the end of a movie title, what is the movie about now?

This thread made me lol in a coffee shop… which is the worst place to lol.

My favorite: “The Blair Witch Projecting. A witch, unable to come to terms with her own insecurities and failings, goes around constantly finding faults in others.”

TBH this has very little to do with “copywriting”. However, I will say, seeing other people being creative, made me want to be creative. Strangely, this thread compelled me to write.

How to Make Great Tasting Coffee

1. Get yourself a good bag of beans with a roast date on it. General advice that’s not a rule: coffee typically tastes better if consumed within 5-10 days of its roast date.

2. Buy a grinder and grind the beans yourself right before you brew a cup. It only takes a few seconds.

3. Brew your coffee with a Chemex* or Aeropress*. Kuerig’s suck at making coffee and they suck for the environment.

4. Water matters: You’re not gunna believe me until you try it – good filtered water will make your coffee taste better (and it might save your life). I use Ian Stanley’s old company: Fixt filtered water pitchers.

5. Temperature matters too. I brew most cups at ~183 degrees. I use Ovalware’s Pour Over Kettle*.

(*Some links on this page are affiliate links. If you purchase anything I will make a small affiliate commission. These commissions are definitely not large enough to factor into my decision to recommend them. I only promote things I use and believe in.)

Derek Johanson

By

November 9, 2018

Friday Copy Over Coffee #75: Copywriting Baby-Steps

November 9, 2018 | By | No Comments

copywriting newsletter

My son is going to be one year old in just a few weeks.

Absolutely wild!

Here’s an interesting analogy for you.

When my son was first learning to stand, he could only stay upright for a second or two.

But when he was concentrating on a toy in his hand, we noticed that he could remain on his feet for much longer — 10 to 30 seconds.

When he realized what was happening (that he was standing) he’d immediately drop.

This blows my mind.

He was fully capable but he wasn’t confident. His brain wouldn’t let him do it.

You can probably see where I’m going with this…

Confidence has a lot more to do with life or copy success than you’d probably suspect.

I’m not going to write a long article on how to build confidence but I know that it comes with baby-steps!

Find small little wins. Get a positive feedback loop going in your brain. Repeat until you’re running.

🌈🌈🌈You’re more capable than you think! 🌈🌈🌈

Take a baby step in the right direction, join the CopyHour Facebook group and signup for a free 5-part copywriting training course.

Good Ad

FisherInvestments.com has spent an estimated $953.2K in the last 105 days running ads like this via Google.

This ad looks like content. If you were seeing this on a blog, news site, or website like MerriamWebster.com, at first glance it’d appear to be content that the publisher was linking to.

The headline grabs attention — the word blunder along with a common financial product (“annuities”) associated with retirement investing strategy acts as a pattern interrupt.

It doesn’t really matter if you agree or disagree. If you agree, you’ll click to confirm your beliefs. If you’ve never heard someone say that or you disagree, you’ll click to check it out.

“Billionaire money manager and best-selling author” gives the statements authority.

Saying Blunder #9 and then having “13 Blunders to Avoid” gives it curiosity and clickability. “I want to know the other 12 blunders!”

“You may be surprised at what you read.” gives it extra curiosity before the call-to-action button.

I use Adbeat to find ads and do competitive research.

Product, App, or Website I’m Loving:

Instapage*

During this last launch of CopyHour we used Instapage to rebuild our sales page.

I thought it turned out pretty well. I had my wife, aka designer, handle getting it all setup. She loved using the builder.

If you need to build some landing pages, check it out. I think it’s better than Leadpages or any other landing page software I’ve used before.

How to Make Great Tasting Coffee

1. Get yourself a good bag of beans with a roast date on it. General advice that’s not a rule: coffee typically tastes better if consumed within 5-10 days of its roast date.

2. Buy a grinder and grind the beans yourself right before you brew a cup. It only takes a few seconds.

3. Brew your coffee with a Chemex* or Aeropress*. Kuerig’s suck at making coffee and they suck for the environment.

4. Water matters: You’re not gunna believe me until you try it – good filtered water will make your coffee taste better (and it might save your life). I use Ian Stanley’s old company: Fixt filtered water pitchers.

5. Temperature matters too. I brew most cups at ~183 degrees. I use Ovalware’s Pour Over Kettle*.

(*Some links on this page are affiliate links. If you purchase anything I will make a small affiliate commission. These commissions are definitely not large enough to factor into my decision to recommend them. I only promote things I use and believe in.)

Derek Johanson

By

February 1, 2017

The (Not So Obvious) Reason To Watch Super Bowl Ads

February 1, 2017 | By | No Comments

As someone who is interested in marketing, sales, and copywriting it’d be pretty obvious of me to say, “Watch the Super Bowl for the ads”.

It’d be even more obvious of me to say, “Don’t watch the Super Bowl ads for good direct response marketing strategy.”

Almost all Super Bowl ads are brand-driven advertisements and they’re almost all completely forgotten after their 15-30 second window is done.

The not so obvious reason to watch the ads today is this: The Super Bowl is one of the largest viewed television events in the world. These ads will be great for understanding the “mass mindset”.

The advertisers today will likely have a good understanding of what’s appealing to the masses right now… what kind of things is our society valuing? What kind of language is appropriate? What’s funny to people right now? On a whole, what are people’s ambitions? What are people struggling with?

Even as a niche marketer, it’s important to understand what’s on the mind of the masses. What is the average person thinking when they land on your site or see your ads?

The average person out there thinks much differently than you. They don’t know about the paleo diet. They don’t know about coconut oil, or putting grass-fed butter in their coffee.

Watch the Super Bowl, but not for the ads… for a deeper understanding of our social landscape.

If you’re interested in learning how to write better ads & sales copy for your business, start with our short free quiz here.