9 copy techniques for ad haters
Plus: Master Prompt
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Hey, Shlomo here.
Let’s be real. Most people HATE ads.
Because most ads talk to them like they’re dumb.
But these 9 timeless copywriting techniques help me write ad copy that can make even the worst ad haters smile...
Let’s dive in (don’t miss the master prompt at the end):
1. Self-Deprecation
Admit your flaws to make your brand more relatable.
2. Understatement
Find your biggest advantage. Say it like it’s not a big deal.
3. Downsides
When your product benefit creates a new problem.
4. Reverse World
Swap words and expectations to hook readers and make a point.
5. Self-Aware Ads
Break the 4th wall, and admit it’s an ad to disarm skeptics.
6. Chuck Norris
Exaggerate the benefit until it becomes a funny scene.
7. Tricky Threes
Two things establish a pattern. The third one breaks it. Surprise.
8. Reverse Psychology
Tell readers not to do what you want them to do or vice versa.
9. Slap ‘N Hug
Start with something negative, then flip it into a positive.
Master prompt
Run this prompt to try all these techniques at once:
✂️ Paste this aI prompt into Claude or ChatGPT
Context [AI, don’t run before user fills in]
My website: {e.g., clickup.com}
My promise: {e.g., keep all your team’s projects and communication in one place}
Pain point I solve: {e.g., work scattered across email, chat, and a dozen tools}
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Task:
Write 18 ad headlines using the 9 techniques below, two per technique. Label each headline with its technique. Headlines only, no explanations.
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Self-Aware Ads: break the fourth wall and admit it’s an ad to disarm ad-haters. Example: Superside: “We’re too busy designing for the top tech companies to care about our billboards.”
Chuck Norris: exaggerate the benefit until it becomes a funny, over-the-top scene. Example: Bai: “Flavor so juicy you could sell it to a tabloid.”
Tricky Threes: list two normal things to set a pattern, then break it with a surprising third. Example: Bumble: “Tall, dark, and actually reads that book you recommend.”
Reverse Psychology: tell readers not to do what you want them to do (or vice versa). Example: Wathan Funeral Home: “Text and drive.”
Slap ‘N Hug: open with something negative, then flip it into a positive. Example: Nike: “Some people take tennis too seriously. We make shoes for them.”
Self-Deprecation: admit your own flaws or weaknesses with confidence to make the brand more relatable. Example: Buckley’s: “It tastes awful. And it works.”
Understatement: take your biggest advantage and say it like it’s no big deal. Example: Uber One: “A membership for people who eat food and go places.”
Downsides: joke about an absurd new problem caused by the product working too well. Example: Franklin Park Zoo: “7 Acres. 300 Birds. Wear A Hat.”
Reverse World: swap words and expectations around to hook readers and make a point. Example: Evita Anti-Aging Balm: “Tock Tick.”
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Go!You made it!
These 9 techniques come from my complete library of 63 timeless copywriting techniques at CopyTemplates.com.
And as a Write With AI subscribers you get 30% off with code WWAI30.
Click here to get all 63 copywriting techniques
That’s it!
—Shlomo
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#8 is kickass