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Josue Valles
These are the best posts from Josue Valles.
2 viral posts with 2,943 likes, 377 comments, and 332 shares.
1 image posts, 1 carousel posts, 0 video posts, 0 text posts.
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Best Posts by Josue Valles on LinkedIn
In 1984, J. Walter Thompson ran this copy test once. Thousands took it. Only 10 people landed jobs. Those 10 people went on to become the brightest creative stars in the business.
Here is the exact test they had to pass:
1. The Poppy Putrid Song
"You are the songwriter for hitmaker Poppy Putrid. She's just had three recent No. 1 hits. All love songs. For her next hit, Poppy wants a song about moldy pizza, rancid butter, and flat beer. Her agent is convinced it should be another love song. Make it both."
This tests your ability to handle Cognitive Dissonance. Can you marry two conflicting concepts to create something memorable. Does your brain break when the pattern is disrupted?
2. Dialogue in a Dark Alley
"Write a Dialogue in a Dark Alley. (Not more than 200 words.)"
This tests your ear for dialogue. Great copy doesn't sound like writing; it sounds like speaking.
3. The Taxi Strike
"The Transit Authority has denied a request by the city's taxi drivers to increase fares... The cabbies have gone on strike... As a rookie reporter, it's your opportunity to shine. Write the banner headline and a story not to exceed 500 words."
This tests Persona Adoption. They want to see if you can inhabit the mindset of a hungry, ambitious rookie.
4. The Martian Speech
"A delegation of Martians has just landed in Central Park... Prepare a short speech (comprised of pictures and symbols) to welcome them..."
This tests Simplification. Do you actually understand the core concept well enough to draw it?
5. Walletsize Books
"You are a writer for Walletsize Books. Describe the history of the United States in 100 words or less."
This tests Editorial Judgment. Anyone can write a 10-page essay. It takes a master to decide what to cut.
6. The Trappist Monk
"You've heard the story about the man who made a fortune selling refrigerators to Eskimos... how would you sell a telephone to a Trappist monk who is observing the strict Rule of Silence?"
This tests Benefit vs. Feature. You must sell the benefit relative to the specific user's worldview.
7. Gun Control vs. NRA
"Design/draw two posters. One is for legislating strict gun-control laws. The other is in support of the NRA."
This tests Radical Empathy. To be a great copywriter, you must be able to detach from your own ego and advocate effectively for the client, regardless of your personal beliefs.
8. The Dime Campaign
"Develop a script for a popular network television program that will convince the show's millions of viewers to each send in a dime. (You have 30 seconds to be convincing.)"
In a 30-second script, you need urgency and a psychological hook immediately. You must trigger an emotional response in seconds.
---
We have become obsessed with tools, hacks, and algorithms.
But the fundamentals of persuasion haven't changed in 40 years.
- Simplification
- Empathy
- Brevity
- Psychology
Which of these prompts would be the hardest for you to answer?👇
Here is the exact test they had to pass:
1. The Poppy Putrid Song
"You are the songwriter for hitmaker Poppy Putrid. She's just had three recent No. 1 hits. All love songs. For her next hit, Poppy wants a song about moldy pizza, rancid butter, and flat beer. Her agent is convinced it should be another love song. Make it both."
This tests your ability to handle Cognitive Dissonance. Can you marry two conflicting concepts to create something memorable. Does your brain break when the pattern is disrupted?
2. Dialogue in a Dark Alley
"Write a Dialogue in a Dark Alley. (Not more than 200 words.)"
This tests your ear for dialogue. Great copy doesn't sound like writing; it sounds like speaking.
3. The Taxi Strike
"The Transit Authority has denied a request by the city's taxi drivers to increase fares... The cabbies have gone on strike... As a rookie reporter, it's your opportunity to shine. Write the banner headline and a story not to exceed 500 words."
This tests Persona Adoption. They want to see if you can inhabit the mindset of a hungry, ambitious rookie.
4. The Martian Speech
"A delegation of Martians has just landed in Central Park... Prepare a short speech (comprised of pictures and symbols) to welcome them..."
This tests Simplification. Do you actually understand the core concept well enough to draw it?
5. Walletsize Books
"You are a writer for Walletsize Books. Describe the history of the United States in 100 words or less."
This tests Editorial Judgment. Anyone can write a 10-page essay. It takes a master to decide what to cut.
6. The Trappist Monk
"You've heard the story about the man who made a fortune selling refrigerators to Eskimos... how would you sell a telephone to a Trappist monk who is observing the strict Rule of Silence?"
This tests Benefit vs. Feature. You must sell the benefit relative to the specific user's worldview.
7. Gun Control vs. NRA
"Design/draw two posters. One is for legislating strict gun-control laws. The other is in support of the NRA."
This tests Radical Empathy. To be a great copywriter, you must be able to detach from your own ego and advocate effectively for the client, regardless of your personal beliefs.
8. The Dime Campaign
"Develop a script for a popular network television program that will convince the show's millions of viewers to each send in a dime. (You have 30 seconds to be convincing.)"
In a 30-second script, you need urgency and a psychological hook immediately. You must trigger an emotional response in seconds.
---
We have become obsessed with tools, hacks, and algorithms.
But the fundamentals of persuasion haven't changed in 40 years.
- Simplification
- Empathy
- Brevity
- Psychology
Which of these prompts would be the hardest for you to answer?👇
