003: 😳 Can "Shock Copy" Turn Off Customers?

Hello, you lovely Creatives!

Welcome to Volume 3️⃣ of Creative Cuts 🔪 - your weekly dose of creative strategy from your friends at Creative OS.

We’re going to go over an ad with you like usual and give you some great takeaways where you:

• Understand the quality of the assets

• Strength of copy

• Psychology used to convert customers

• And how you can leverage these tactics easily

Now that you know what you’re in for, onto the show.

Best,

Chase

Dr. Squatch’s Ad

What’s working ❤️‍🔥:

1. Contrast Technique: The ad effectively uses a side-by-side comparison to highlight the advantages of Dr. Squatch over traditional body washes, which can be a powerful motivator for change. What I really dig is how generic and boring the non-squatch soap looks - if you are going to highlight the differences make sure the visuals communicate that without any other information.

2. Clear Benefits: It lists clear benefits of switching to Dr. Squatch, such as "Natural ingredients" and "No estrogenics," which appeal to health-conscious consumers. If you know that these are key differentiators calling them out doesn’t hurt at all (just make sure people know what it means)

3. Targeted Messaging: The language "Smells like a MAN" targets a specific audience, likely men seeking a more masculine-scented product, which can strengthen the ad's appeal to that demographic. Or a partner who thinks that something their partner might like - either way, taking a stance on something that engages one of the five senses can cut through more than anything because it can be “visualized”.

4. Visual Clarity: The visuals are simple and straightforward, making the information easy to digest quickly, which is essential for capturing attention in fast-paced digital environments. The main reason this matters is you don’t want to overcomplicate these ads, especially with a product like SOAP - say why you’re different and it’s a good idea for the customer then move on to purchase.

What could be better 🔨:

1. Negative Language: The phrase "YOUR BODY WASH SUCKS!" uses negative language, which can be off-putting to some audiences. It's often more effective to focus on the positive aspects of the product being advertised rather than attacking the alternative. Now for Dr. Squatch, this is very on brand but if you can’t do this because of who your are then make sure to avoid this even if it will drive conversion - this may bring you customers you don’t want.

2. Stereotyping: The claim "Smells like a MAN" could be seen as reinforcing gender stereotypes, which might alienate potential customers who are looking for more inclusive brands. You have to take a stance but choose that stance wisely!

3. Lack of Specificity: The ad could benefit from specifying what is meant by "Natural ingredients" and "No estrogenics" as these terms can be vague and may not resonate without additional context. AKA the product could be anything - it doesn’t feel unique at all.

What to do📈:

1.  Reframe Negative Statements: Instead of "YOUR BODY WASH SUCKS!", consider a more positive and inviting statement like "Upgrade Your Body Wash with Dr. Squatch." or “Become your best smelling self”

2. Add Credibility: Including certifications or endorsements related to the product's natural and health-conscious attributes could add credibility.

3. Social Proof: Ensure that your customers know that this is a beloved product, show “9421 ⭐️⭐️⭐️⭐️⭐️ reviews” or “As seen in GQ”.

4. Visual Diversity: Showing a diverse range of people in the advertisement could appeal to a broader audience and demonstrate inclusivity just like the video ads that Dr. Squatch does. This guy is on the homepage in a video - you could use someone like him smelling the soap in the image for instance.

   

The main goal here is to have something that stands out, communicates your core differentiators, and feels meaningful enough to stop someone. You can do it with “Shock Copy” or you can do it with Visuals, Psychology Based Copy, and a great offer.

That’s all! If you’re looking to find inspiration or get the best ad templates out there, come hang out with us at Creative OS and tell your friends!