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#advertising #marketing #creative
Justin Oberman
These are the best posts from Justin Oberman.
4 viral posts with 7,093 likes, 424 comments, and 348 shares.
1 image posts, 0 carousel posts, 1 video posts, 1 text posts.
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Best Posts by Justin Oberman on LinkedIn
Ryan Reynolds is making advertising history.
His latest appearance on LinkedIn is yet another chapter in that book.
In an interview announcing it (see below), Ryan says that his mission is to:
âBring some of the swagger back to advertising that it had decades ago.â
A notion that I think many of us who have been in the business for more than a decade applaud.
Ryan then goes on to talk about how our obsession with data has âsucked the fun out of the industry.â
Ryan preaches that âads should be funâ and blames having too much money and too much time as the reason why itâs not.
And why his agency, Maximum Effort, created a concept called âfast-vertisng.â
Ryan defines âfast-vertisingâ as advertising that creates ads at the speed of culture.â Thatâs how everyone else is creating content. So why shouldnât brands do it the same way?
I donât disagree with anything Ryan says.
But, as your trusted LinkedIn advertising historian, I consider it my duty to point out that while Ryan is certainly making advertising history, he is not creating it.
Everything Ryan says, from his criticism of the industryâs bloat to the solution of fast-vertising, has already been said and done in the 1960s by a man named Howard Gossage.
If Ryan doesnât know who Gossage is, he should.
He would looove him.
Like Ryan, Howard was an ad guy who hated the bloat of advertising.
Like Ryan, he created some of the most outrageous (and effective) advertising of all time.
And like Ryan, he could achieve more with a single ad than others could achieve with entire campaigns.
Gossage called it âThe AdPlatform Technique,â and he described it as follows:
âWe do one ad at a time. Thatâs the way we do it. We do one advertisement and then wait to see what happens, and then we do another advertisement.
Oh, sometimes we get way ahead and do three. But when we do, we often have to change the third one before it runs.
Because if you put out an advertisement that creates activity, or response, or involves the audience, you will find that something has happened that changes the character of the succeeding ads.â
It may not have moved as fast as Ryanâs Fast-vertising, but itâs wonderfully similar.
Once again proving that there are no new ideas, only better ones.
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#advertisinghistorytoday
#obercreative
#advertising
#creative
#marketing
His latest appearance on LinkedIn is yet another chapter in that book.
In an interview announcing it (see below), Ryan says that his mission is to:
âBring some of the swagger back to advertising that it had decades ago.â
A notion that I think many of us who have been in the business for more than a decade applaud.
Ryan then goes on to talk about how our obsession with data has âsucked the fun out of the industry.â
Ryan preaches that âads should be funâ and blames having too much money and too much time as the reason why itâs not.
And why his agency, Maximum Effort, created a concept called âfast-vertisng.â
Ryan defines âfast-vertisingâ as advertising that creates ads at the speed of culture.â Thatâs how everyone else is creating content. So why shouldnât brands do it the same way?
I donât disagree with anything Ryan says.
But, as your trusted LinkedIn advertising historian, I consider it my duty to point out that while Ryan is certainly making advertising history, he is not creating it.
Everything Ryan says, from his criticism of the industryâs bloat to the solution of fast-vertising, has already been said and done in the 1960s by a man named Howard Gossage.
If Ryan doesnât know who Gossage is, he should.
He would looove him.
Like Ryan, Howard was an ad guy who hated the bloat of advertising.
Like Ryan, he created some of the most outrageous (and effective) advertising of all time.
And like Ryan, he could achieve more with a single ad than others could achieve with entire campaigns.
Gossage called it âThe AdPlatform Technique,â and he described it as follows:
âWe do one ad at a time. Thatâs the way we do it. We do one advertisement and then wait to see what happens, and then we do another advertisement.
Oh, sometimes we get way ahead and do three. But when we do, we often have to change the third one before it runs.
Because if you put out an advertisement that creates activity, or response, or involves the audience, you will find that something has happened that changes the character of the succeeding ads.â
It may not have moved as fast as Ryanâs Fast-vertising, but itâs wonderfully similar.
Once again proving that there are no new ideas, only better ones.
đ to share
#advertisinghistorytoday
#obercreative
#advertising
#creative
#marketing
Want to improve your copywriting?
Stop studying copywriting.
Want to learn how to write headlines?
Read the tabloids (not the clickbait).
Want to learn how to write better opening lines?
Read the first page of every James Patterson book. Or the first page of pretty much any of the great books of the world.
Want to learn how to write the first paragraphs or attention-getting openings?
Follow Masterclass or WeirdHistory on Instagram
Want to learn how to write cliffhangers?
Watch Breaking Bad. Or any Top Netflix show.
Want to learn how to say the same thing but differently?
Listen to country music.
Want to learn how to make your writing sound more personal?
Read McSweeny's
Want to learn how to write simply?
Read Hemmingway. Pick a page of any of his books at random. Re-write it by hand.
Want to learn how to incorporate storytelling into your copy (no matter how short or long?
Read Oatmeal Comics. Or Family Circle. Or the Farside. Or Calvin & Hobbes
Need stories to tell or incorporate into your copy?
Create a swipe deck of stories from the news and life. Read through them before writing anything.
Want to improve your dialogue?
Listen to how people speak. Record conversations. Transcribe them. (Destroy everything when you're done)
Want to learn how to write funny copy?
Watch Monty Python.
Want to find more human insights?
Watch a stand-up comedy.
Want to learn how to write quickly?
Take improv comedy classes.
Want to learn how to write a good commercial?
Learn how to write a feature-length screenplay.
Want to learn how to write a feature-length screenplay?
Learn how to write a commercial.
Want to learn how to come up with unique ideas?
Read magazines and watch TV shows you have no interest in.
Want to make your copy too stand out?
Tell the truth. No matter how painful. If it's painful, it will be interesting. If it's boring, make it fascinating.
Want to write how people talk?
Don't use Grammarly.
Want to improve your grammar?
Don't use Grammarly.
Need to write a headline?
Write 100 of them.
Want to become a better copywriter?
Increase your life experiences.
And always carry a pen and notebook.
If the only place you look for copywriting inspiration is from copywriting, you're doing it wrong.
What areas of real life do you turn to for copy inspiration?
đ to share
#obercreative
#marketing #advertising #creative #copywriting
Stop studying copywriting.
Want to learn how to write headlines?
Read the tabloids (not the clickbait).
Want to learn how to write better opening lines?
Read the first page of every James Patterson book. Or the first page of pretty much any of the great books of the world.
Want to learn how to write the first paragraphs or attention-getting openings?
Follow Masterclass or WeirdHistory on Instagram
Want to learn how to write cliffhangers?
Watch Breaking Bad. Or any Top Netflix show.
Want to learn how to say the same thing but differently?
Listen to country music.
Want to learn how to make your writing sound more personal?
Read McSweeny's
Want to learn how to write simply?
Read Hemmingway. Pick a page of any of his books at random. Re-write it by hand.
Want to learn how to incorporate storytelling into your copy (no matter how short or long?
Read Oatmeal Comics. Or Family Circle. Or the Farside. Or Calvin & Hobbes
Need stories to tell or incorporate into your copy?
Create a swipe deck of stories from the news and life. Read through them before writing anything.
Want to improve your dialogue?
Listen to how people speak. Record conversations. Transcribe them. (Destroy everything when you're done)
Want to learn how to write funny copy?
Watch Monty Python.
Want to find more human insights?
Watch a stand-up comedy.
Want to learn how to write quickly?
Take improv comedy classes.
Want to learn how to write a good commercial?
Learn how to write a feature-length screenplay.
Want to learn how to write a feature-length screenplay?
Learn how to write a commercial.
Want to learn how to come up with unique ideas?
Read magazines and watch TV shows you have no interest in.
Want to make your copy too stand out?
Tell the truth. No matter how painful. If it's painful, it will be interesting. If it's boring, make it fascinating.
Want to write how people talk?
Don't use Grammarly.
Want to improve your grammar?
Don't use Grammarly.
Need to write a headline?
Write 100 of them.
Want to become a better copywriter?
Increase your life experiences.
And always carry a pen and notebook.
If the only place you look for copywriting inspiration is from copywriting, you're doing it wrong.
What areas of real life do you turn to for copy inspiration?
đ to share
#obercreative
#marketing #advertising #creative #copywriting
In 2012 my wife told me I looked like Voldemort.
She also wouldn't take my calls, deleted my texts unread and lived across the country with my daughter and wanted nothing to do with me.
I had a great career in advertising and a ruined marriage, which turned out to be the most useful clarifying moment of my life.
So I did the only thing I knew how to do.
I ran a campaign to win her back.
I rebranded myself.
Built a social media strategy (I knew she was still watching).
Wrote direct-response text messages.
Made content for an audience of one.
Slowly but surely, she started responding.
By 2013 moved to LA to be closer to them. By the end of that year, we remarried.
Whenever somebody would ask me during a job interview, which campaign I worked on that I enjoyed the most I always mention this one.
And of course, that answer pretty much always got me hired.
And now the campaign that was once about winning back, my wife has become a retention campaign to keep her.
And you know what?
I have never once asked ChatGPT for ideas about how to keep winning back my wife.
Not once.
Itâs kinda wild to think a out it.
The most important campaign of my life, the one that produced my actual life and four daughters came out of and continues to come out of nothing more than a head, a heart, and a problem I could not stop thinking about.
That is also the entire formula for creating good content for anything you do.
It is also the entire formula for building a personal brand and about never running out of ideas to write about.
All you need is a head, a heart and a problem you are passionate about and that you cannot stop thinking about.
Because once you have a passion or a goal that you canât stop thinking about you become obsessed and everything else that goes on around you gets filtered through that obsession.
When you mix that with your own unique life experiences and perspectives and other interests, what that means is, nobody is going to begin to make connections around that Gold or problem in the same way you do.
But you canât do that without the goal.
Nobody is selling that as a course because nobody can.
You have to live it.
All anyone can do is teach you how to mine your own life for it and filter the good ideas from the bad ones.
That's what my free May 19th Masterclass is all about.
How to never run out of ideas again without depend depending on AI
Link in comments.
She also wouldn't take my calls, deleted my texts unread and lived across the country with my daughter and wanted nothing to do with me.
I had a great career in advertising and a ruined marriage, which turned out to be the most useful clarifying moment of my life.
So I did the only thing I knew how to do.
I ran a campaign to win her back.
I rebranded myself.
Built a social media strategy (I knew she was still watching).
Wrote direct-response text messages.
Made content for an audience of one.
Slowly but surely, she started responding.
By 2013 moved to LA to be closer to them. By the end of that year, we remarried.
Whenever somebody would ask me during a job interview, which campaign I worked on that I enjoyed the most I always mention this one.
And of course, that answer pretty much always got me hired.
And now the campaign that was once about winning back, my wife has become a retention campaign to keep her.
And you know what?
I have never once asked ChatGPT for ideas about how to keep winning back my wife.
Not once.
Itâs kinda wild to think a out it.
The most important campaign of my life, the one that produced my actual life and four daughters came out of and continues to come out of nothing more than a head, a heart, and a problem I could not stop thinking about.
That is also the entire formula for creating good content for anything you do.
It is also the entire formula for building a personal brand and about never running out of ideas to write about.
All you need is a head, a heart and a problem you are passionate about and that you cannot stop thinking about.
Because once you have a passion or a goal that you canât stop thinking about you become obsessed and everything else that goes on around you gets filtered through that obsession.
When you mix that with your own unique life experiences and perspectives and other interests, what that means is, nobody is going to begin to make connections around that Gold or problem in the same way you do.
But you canât do that without the goal.
Nobody is selling that as a course because nobody can.
You have to live it.
All anyone can do is teach you how to mine your own life for it and filter the good ideas from the bad ones.
That's what my free May 19th Masterclass is all about.
How to never run out of ideas again without depend depending on AI
Link in comments.
