Hey!
When Forrest Gump got invited to the White House, he could drink as many Dr. Peppers as he wanted 😅
So when he finally shook the President's hand, he had to pee soooo badly he could barely speak.
This storytelling technique is called the Domino Effect.
One positive thing leads to another, and another, until it ends in a funny disaster.
And creative marketers LOVE this technique.
Here's an example:
These noise-canceling headphones are great.
But use them too much, and you might die.
By the way, this newsletter is 100% free thanks to my online products:
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CopyTemplates.com: A library of copywriting techniques and AI prompts
So today, I'll show you how I used it for my client Monday Service, an IT ticketing platform by monday.com.
Let's dive in.
Step 1: List the features
Start with what you're selling, not why you're selling it.
A lot of marketers say features don't matter. It's all about emotion.
I disagree. B2B ads should be fun, but they should also tell you exactly why to buy.
Step 2: Knock over the dominoes
Pick a feature and ask: what's the craziest thing that could happen if someone loves it too much?
The magic phrase is "And because of that" The more you repeat it, the better.
And that's how a feature becomes a story people actually care about.
So I pitched it to Monday Service exactly like this. They said yes 🕺
But one thing was still missing: a good tagline.
Step 3: Write a tagline
When I write copy, I like to use a technique called:
"First say it straight, then say it great."
It goes like this. First, write the message plain and simple.
Then use a copy technique to make it memorable.
There are dozens of writing techniques like this.
But you don't have to memorize them all. Just use this prompt:
So I run the prompt, and get a bunch of lines.
Some good, some not so much.
But way better than the generic stuff AI spits out otherwise.
And this one actually stood out: Great for ticketing. Terrible for dating.
I flipped it to open with the bad news and end on a good note.
Result
Recap
You made it! 🪩
Want the copy-paste version of my copywriting prompt?
Reply "prompt" and I'll send it :)
Talk soon,
Shlomo
