The Well Known Phrase (a technique)

I don’t pretend to think anyone is reading this (not true, I totally do), but it’s about time I try to make a post that could potentially be useful.

Your boy Dan Nelken waxes on about giving a twist to popular phrases in your copy in order to get some pretty great results, so I thought I’d give it a spin and share some ads that resonated with me.

As humans, we crave the familiar, so when you’re trying to persuade, it’s generally a good idea to have some famialirity in your message. Think of it this way…you’d be hard pressed to sell a hamburger to a bunch of English speaking Amuricans if you were speaking in Mandarin.

This headline writing technique makes use of this notion to the nth degree.

Each execution below takes words and/or phrases you’re very likely familiar with and couches somewhat unfamiliar messaging within. It makes the brain to a double take. It’s unexpected, because part of it is so expected. It makes you laugh, because it’s something you’re not used to.

It’s a magic trick and I’m breaking the code of The Alliance of Magicians and giving you the secret.

So now that I’ll never be able to do slight of hand again, consider giving me money on Venmo. If you want.