The IKEA Effect in Marketing

Hey folks,

Welcome to the 3rd edition of Write & Attract!

By now, you know the drill—every Saturday, I show up with battle-tested copywriting examples and no-fluff breakdowns to help you master the art of writing that attracts.

This week, I’ve got:

1. 3 iconic copywriting examples that stood the test of time.

2. 2 ad breakdowns packed with lessons you can steal.

3. 1 marketing principle (hint: it’s the reason you’re proud of that IKEA furniture).

Let’s Write, Let’s Attract.

3 Copywriting Examples

Example 1
Jeep

Copy: See Whatever You Want to See

Why It Works: The ad uses an image that can be seen in multiple ways, making you stop and look twice. It ties back to Jeep’s adventurous vibe: with their vehicles, the world is open to your unique interpretation.

Takeaway: Use visuals that make people think while connecting to your brand’s story.

Formula you can use: See [Benefit/Experience] in [Unique Way].

Example 2
Lifebuoy

Copy: You eat what you touch.

Why It Works: The ad shows objects shaped like animals, driving home how germs are everywhere. It’s bold and memorable, making you think twice about hand hygiene.

Takeaway: Use visuals to highlight everyday actions and make your product the solution.

Formula you can use: [Action] leads to [consequence]; choose [product] for [benefit].

Example 3
Ford Rear View Camera

Why It Works: The ad features a dog staring directly into the camera, simulating the view from a rearview camera. This relatable and heartwarming image emphasizes the importance of visibility when reversing, subtly promoting Ford's rearview camera feature.

Takeaway: Leverage familiar and emotive visuals to highlight product features that enhance everyday experiences.

Formula you can use: [Feature] that lets you [Benefit] with [Emotional Appeal].

2 Million Dollar Breakdown

Breakdown 1
Land Rover Passport Ad

What Made It Work:

• Visual Storytelling: A passport filled with stamps forming a Land Rover silhouette = adventure.

• Subtle Branding: The focus isn’t on the car itself but on the lifestyle it represents. This allows people to envision their own adventures with Land Rover.

Breakdown 2
Pepsi Light

What Made It Work:

• Humor + Simplicity: A balloon shaped like a can of Pepsi Light cleverly conveys “lightness” without overexplaining.

• Visual Focus: Minimal text ensures the message is quick and memorable.

1 Marketing Secret

The IKEA Effect

Wonder why you’re so proud of that IKEA shelf you built (even if it’s a bit wobbly)? That’s the IKEA Effect—we value things more when we put effort into them.

Why it works in marketing:

1. Effort = Value: When people contribute to a product, they feel more connected to it.Example: Building IKEA furniture or customizing Nike shoes.

2. Ownership: Personal involvement makes the product “yours.”Example: Build-A-Bear lets you create your own stuffed toy.

3. Emotional Investment: People stick around when they’re part of the process.Example: Domino’s “Build Your Own Pizza.”

Winning Formula:

• Offer Customization: Let customers personalize their purchase. Example: Choose your own features or colors.

• Add DIY Experiences: Give people something to assemble or create. Example: A beauty brand could let you mix your own skincare.

• Involve Your Audience: Let them vote or contribute to decisions.Example: Lay’s “Do Us a Flavor” campaign.

Over to You

What’s your favorite example from this week? Reply to this email—I’d love to hear your thoughts!

Also, if you’re enjoying this newsletter, don’t keep it to yourself. Forward it to a friend or colleague who’d find it valuable.

Until next Saturday, keep writing & attracting!

Alen