Why great ad copy wins: emotion over information. How top brands sell identity instead of features. What makes customers feel, act, and buy?
By Marc Zasada
Managing Director, Screenfire Media
Here’s one of my golden rules for marketing:
Good copy is not about conveying information—it’s about creating an event in the reader’s mind.
That’s why short is usually better than long.
That’s why how you say it is often more important than what you say.
That’s why the need for a hook up front will never go away (and no, a hook is not hokey—it’s mandatory).
Above all, that’s why offering the reader a chance to join a “tribe” beats appealing to their common sense. Tribes may include good-looking young people, rugged individualists, happy couples, leading IT experts, or etc. Common sense has its place—especially in B2B—but it’s never primary.
What Should You Look for in Good Ad Copy?
When you review copy from an agency, a writer (or a chatbot), don’t start with “does this get everything in there?” Start with:
- What feeling does this create?
- What tribe does the reader join?
- What action will they take next?
What Are Famous Examples of Good Ad Positioning?
Take these two famous examples of 4×4 off-road vehicle advertising. They’re very different—but they follow the same rules.
- “Famous for Freedom”
Why it worked:
- Identity over features: It sells a mindset (“freedom”), not specs
- Short, rhythmic lines: Memorable, repeatable, almost mantra-like
- Community positioning: Jeep owners become a tribe of “dreamers and doers”
- Reinforces Jeep’s core association with freedom and adventure
- Land Rover Defender — “Above and Beyond”
(One of the most iconic long-running 4×4 campaigns.)
Core line:
- “Above and Beyond”
Why it works:
- Minimalist, premium tone
- Authority positioning: It implies superiority without explaining it
- Versatility: Works for both luxury and extreme capability
How Can You Follow Ad Copy Rules, But Differentiate?
Across both these competitors, the formula is consistent:
Sell the identity, not the product:
- “Freedom”
- “Dreamers and doers”
- “Above and beyond”
Use short, punchy, repeatable lines:
- “Famous for freedom”
- “Go where you go”
- “Above and beyond”
Make the product a tool for transformation:
- Not transportation → self-expression
- Not utility → adventure enabler
What to Leave Out and Leave In When Writing Ad copy
Notice what’s missing. These ads don’t lead with specs: horsepower, torque, or 4WD systems. They lead with feelings. And yet, they manage to differentiate with a clear contrast between the brands:
- Jeep = freedom + rebellion
- Defender = capability + mastery (with a premium edge)
What’s that Golden Rule for Ad Copy Again?
So…. let me repeat the golden rule so you never forget it: Good copy is not about conveying information—it’s about creating an event in the reader’s mind.
Or, if you prefer a punchier version:
Make ’em feel first, think later.
Stay fiery,
Marc
About the author: Marc Zasada is the Managing Director and Co-Founder of Screenfire. His credits include work for Microsoft, Mastercard, Christie’s, and many other leading companies.
Does your marketing need help? Email us at info@screenfiremedia.com.
