Hi friends,

How many ads have you come across that tell the message without depending on a single line of copy?

That’s right, very few have the power to do it. 

And I came across just the one while scrolling through LinkedIn. 

Here you go. 

Copywriting Example

Jeep

You've seen this.

A shiny car driving through empty streets. Happy family loading groceries. Same boring crap.

This guy Steven Turnbull. He just made the car talk for itself. 

He made an ad that looks like a hiking map. The kind you'd use if you were going camping.

But here's the crazy part: those squiggly elevation lines are being pushed as if there are no boundaries. 

Yes, boundaries, and it's a Jeep, making its own route.

The car is going straight without worrying about the mountainous terrain. Most cars would leak their oil lol.

The ad didn’t even have any copy. Except “Continental Ranges.” 

Like walking into a bar and seeing broken pool cues everywhere. You don't need to ask who won the fight.

The car bending the topographic contour lines tells the whole story.

Anyone who actually goes off-roading sees this and thinks, "Damn, I want it in my garage."

It’s not for everyone, ofcourse. Which is perfect because they weren't going to buy a Jeep anyway.

Takeaway: Sometimes the visual itself is enough to tell the whole story.

Marketing Secret

Psychology behind Apple’s packaging

Okay, real talk. Go check your closet right now.

I bet you have at least one Apple box in there. (If you’ve bought any)

iPhone box. iPad box. Maybe an old iPod box from 2005.

Why? It's literally trash. But you can't throw it away.

I myself have 4 of them! iPhone, Airpods, iPad, MacBook, phew…

Here's what Apple figured out:

That box is doing something to your brain.

You know how when you try to open it, it fights you? Like it doesn't want to open?

That's on purpose.

They spent months making it do that. They have people whose job is literally to "make the box harder to open."

Because when something's hard to get, your brain thinks it's more valuable.

It's like when you were a kid and had to wait for Christmas morning. The waiting made it better.

Plus that slow-reveal, sliddy part when you try to open it? That hits you with “Oh, I can’t wait to see the product!”

That part is in your brain forever. Connected to "Apple = premium."

Let’s be honest, the box is of no use. But somehow keeping it feels important.

Steve Jobs learned this from his dad. His dad told him, "Even if nobody sees it, make it perfect."

So Apple makes their boxes feel expensive even though you're going to keep them in a closet.

Your brain thinks, "Opening the box feels premium; the phone must be amazing."

Pretty sneaky, right?

The point? People judge everything by the packaging. Even when they don't realize it.

What's your "box"? What's the first thing people see when they deal with you?

Make that perfect. Even the parts they don't notice.

Talk soon,

Alen