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It’s true. You don’t have to be a copywriter to think like a copywriter. You don’t even have to work in advertising to think like a copywriter. But if you can think like a copywriter, you’ll start seeing business problems like puzzles you actually want to solve.
Think More Like a Copywriter isn’t about jargon. It’s about training your brain to solve things creatively—and making everyone else wonder how you did it.
This is just one chapter—think of it as a free peek behind the curtain. If it makes you smile (or feel clever), the full book is yours to steal for $14 for the next 24 hours—normally $29.
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Whenever you think you only have two options, being creative (and thinking like a copywriter) opens new possibilities.
Until January 2020 Germany listed sanitary products as “luxury goods”. That’s why tampons were taxed at 19%.
But weirdly, things like truffles, flowers or caviar were taxed at 7%.
Thanks to the “tampon tax” the German Government collected 467.832.960 Euros a year.
467 Million Euros...that’s a lot of money.
Ann-Sophie Claus runs a German startup called The Female Company.
The Female Company sells organic feminine hygiene products. And they found a loophole in the law.
You see, unlike tampons, books in Germany are taxed at 7%.
So Ann-Sophie Claus and her team came up with a crazy idea. And launched it on April 15, 2019.
They called it “The Tampon Book”, a 46-page book packed with 15 organic tampons inside... AND stories & illustrations about menstruation.
But the “The Tampon Book” was more than just a way of selling tampons disguised as books.
The truth is, it was also a protest (and a PR stunt) against Germany’s 19% tax on tampons.
The first print-run of “The Tampon Book” sold out in a day. And the second in a week.
Suddenly, German social media influencers started talking about it.
And then RTL, Berliner Zeitung and other German news outlets picked up the story.
And then Vogue, Elle magazine, The Guardian and other international news outlets gave the story even more free media coverage.
All this got the attention of German lawmakers. And on January 1st 2020 Germany started taxing menstrual products at 7% instead of 19%.
Ordinary people can’t see beyond the obvious. Creative people look beyond facts.
They look for unobvious relationships between two (apparently) unrelated things. Then give life to something new, fresh and believable...turning a flop into a hit.
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Bonus Dangerous Idea:
Good creative ideas don’t need big budgets.
Real creativity happens when you connect the dots around two unobvious and unrelated ideas to produce something new.
To connect two unrelated ideas and come up with a new creative idea that solves an old problem try using Roger Firestien’s Forced Connections technique.
How this technique works:
Write down the real business/marketing problem you’re trying to solve (Example: My goat farming business is at risk of bankruptcy. What new income streams can I explore?).
Pick a picture of an object or situation from an unrelated area (Example: Zoom).
Force a connection between the problem you’re solving and the object or situation you just picked. (Example: Goat Zoom Calls. A service where you pay $5 for one of my Farm goats to secretly join your next Zoom meeting).
You don’t need a title, a fancy degree, or permission to solve nasty & complex business or marketing problems. You just need to think differently. Think More Like a Copywriter teaches you how. Buy it now—your future self will high-five you.
PS. One overpriced “artisanal” caramel latte = 10 minutes of joy. $14 today = a skill that pays for a lifetime of lattes. Back to $29 in 24 hours—your move.
Your pal,
🚀 Founder Teardwn | Fractional Copy Chief for DTC and eCommerce startups
💌 Newsletter: Creative Samba
🏂 Side projects: 🐶 Goob Hotels + ✍🏼 Nobody Reads Ads + 💭 Snackable Copy Tips
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