The 2021 Super Bowl commercials...
Were not great.
But that doesn't mean there isn't something to learn.
In fact, in this week's video, I will compare two commercials with powerful stories.
One sold millions... the other left me trying to remember what the ad was even for.
When you understand why one worked and one didn't, you'll be able to create powerful stories in your emails that...
Build bonds with your customers...
Make your brand unforgettable...
And helps you sell like crazy without paying $5.5 million for a thirty- second spot.
Transcript
OK, let's talk the Super Bowl this year.
I'm talking about the commercials, of course, because I'm all about copywriting and persuasion and all that good stuff.
This year a lot of the big-name people who you can always count on in Super Bowls didn't have ads like Coca-Cola, for example.
And we found ourselves in this weird coming out of the 2020 crisis, rolling into the 2021 crisis that made it challenging.
Many of the ads were very social-oriented, like let's all come together and that kind of thing, and I'm not going to focus on that.
If that's how people want to spend their ad money this year, then that's fine with me.
But what I want to talk about is that the average business owner doesn't have money to throw at things like Toyota did this year.
And I got to thinking after the big football game that I couldn't remember hardly any of the commercials... and the ones I could remember, I couldn't necessarily remember what they were advertising.
So let's take a look here at this Paralympic swimmer, Jessica Long.
She has an amazing story.
It's very inspiring.
And Toyota built a whole ad around her, and Toyota's basic ad was talking about her story and how inspiring it was.
And at the end of the day, I couldn't even remember who the ad was for.
I had to go back and look for it.
I'm not trying to take anything away from this woman and what she's accomplished in her life.
It's amazing. She was adopted, and she's accomplished so much.
But at the end of the day, Toyota spent over five million dollars to tell this story.
And I couldn't remember what they were advertising.
So when you're writing your emails, every one of them should be focused on telling the story and getting people's attention.
But make sure that you're tying it all up in a way that moves the customers towards your product at the very least.
So what I want to show you here, it was a 2020 Super Bowl ad that made me cry.
And I talked to a lot of people.
It was super emotional to this day.
When I think about this commercial, it still makes me tear up.
I'm even tearing up right now.
And I will never forget this Google commercial where this older man who had lost his wife was having his Google assistant remind him of things as he thought about her.
And you see the difference here.
It told a wonderful story, and it connected with the viewer.
And it did it without being commercial, without throwing Google assistant as the star of the story.
But it made Google assistant the tool, the star of the story used in his life, helping him with his pain point at the time.
And you can do that in your emails without seeming saleys or pushy or taking away from the powerful story you're trying to tell.
And that's it for this week's copy conversation.
If you'd like help creating stories like that where your product helps the star of the show, your customer, then send me a message here.