Justin Oberman

Copywriter & Personal Branding expert. Co-Founder of Genius Scouts. The world’s first full service ad agency for people.

[Justin Oberman @oberthinkwithme]

Oh, and if you actually want to play Copy Hunter, the game, visit https://t.co/tiJWQ9CrMV

[Justin Oberman @oberthinkwithme]

Now put your biggest competitor’s name above it.

Does it still work?

“We help ambitious businesses unlock their potential.”

Beautiful. Your competitor would like to thank you for writing their website.

The problem becomes even more obvious when you try to fix it.

[Justin Oberman @oberthinkwithme]

Use the code PRESALE to get the Copy Hunter Field Guide at over 50% off the original price. Once all 52 hunts are released, it goes up to its normal price. 43 hunts have been released.

https://t.co/rvhQRQZsiL

[Justin Oberman @oberthinkwithme]

Could fixing your copy be this easy?

To find out, you are going to have to try something that might be mildly humilating.

Open your sales page, LinkedIn profile, or last post, ad, whatever.

Find the sentence or messaging you’re proudest of.

[Justin Oberman @oberthinkwithme]

Duolingo: “Stop scrolling. Start checkmating.”

I'd keep “checkmating” over “learning.” It tells you which course and gives you something to picture. “Learning” could advertise anything.

https://t.co/1erTWTgB9S

[Justin Oberman @oberthinkwithme]

Invented project email:
“The poster is finished apart from the logo. We would be grateful if you could arrange to send it over.”

My edit:
“The poster just needs the logo. Could you send it?”

Cut the ceremony. Keep the reason and the request.

[Justin Oberman @oberthinkwithme]

Writing exercise: let the object complain.

A made-up line for a bookmark:
“Please stop folding the pages. I'm right here.”

The speaker gives you the idea. A very small employee, furious that you've outsourced its job to the corner of page 43.

[Justin Oberman @oberthinkwithme]

Liquid Death's T-shirt ad asks: “Do you have arms? Do you occasionally go into public?”

I'd keep both. The second makes this a ridiculous qualification test. Cut it and you're left with a sleeve joke.

https://t.co/hqRPHU7Yrs

[Justin Oberman @oberthinkwithme]

Practice edit:
“We only repair bicycles.”

If the shop doesn't sell them:
“Bicycle repairs. No bikes for sale.”

If it refuses scooters:
“We repair bicycles, not scooters.”

Before asking AI to make it shorter, tell it which business you're in.

[Justin Oberman @oberthinkwithme]

A brand voice guide that says “bold, authentic and human” hasn't ruled out anyone.

Try adding:

A phrase you'd never use.
A joke you'd actually tell.
An opinion you're prepared to defend.

Now the next writer has something to go on.

[Justin Oberman @oberthinkwithme]

The sentence after your best sentence deserves special suspicion.

Sometimes it adds evidence.

Sometimes it explains the joke you just made.

Delete it and read again. If you miss it, put it back.

[Justin Oberman @oberthinkwithme]

A useful question to ask AI after it gives you an idea:

“What would have to be true for this to work, and which of those things do we actually know?”

Then check the answers.

An impressively written assumption is still an assumption.