Writing Creative Ad Copy

📌 10 ways to add a unique angle to your blog post (so it ranks)—outside of SME inputs (All of these are derived from my real-life editing experience) 🌻 Data, but make sure to contextualize the heck out of it. For example, absolute industry size may be irrelevant to me, but the trends—whether it's growing or shrinking—may help me make a business decision 🌻 Examples that support your POV, when you have a dry, theoretical topic (like leadership theories). I may not understand what laissez-faire leadership is via its definition alone, but I may aspire to be a laissez-faire leader when you tell me Steve Jobs was one 🌻 Niche examples that resonate with your audience. If writing for developers, reference debugging rather than general problem-solving (ClickUp is great at this) 🌻 Personal storytelling that transforms abstract concepts into visceral, memorable narratives. Instead of just explaining the Pomodoro rule, share how it helped you overcome a seemingly insurmountable professional challenge (A lot of writers on Medium use this approach) 🌻 Counterintuitive insights that challenge conventional wisdom, making readers pause and reconsider their existing assumptions about a topic. The more you can surprise and provoke thoughtful reflection, the more likely your content will stick (Check out Y Combinator founder, Paul Graham's blog)) 🌻 Visual breakdowns for complex ideas. Create infographics or diagrams to simplify dense concepts into digestible visuals—even a TL;DR block or a comparison table for tools counts (Finshots does it well) 🌻 Humor or personality to make it fun. A touch of lightheartedness can make even technical topics more engaging (Looking at you, Buffer) 🌻 Historical comparisons to provide depth. Show how past events or trends relate to your topic today. Conversely, predictive analysis that doesn't just describe the current state, but offers sophisticated forecasting about where trends, technologies, or professional practices are heading 🌻 Case studies to demonstrate real-world applications. Walk readers through a specific example to ground your ideas in reality (ClickUp does this well too) 🌻 FAQs that provide extra nuggets of knowledge and more than satisfy the exact search intent What else would you add to this list? Did I miss something obvious? Let me know in the comments! #mishkawrites #writing #editing #writer #editor #blogwriting

Don't just write to fill the page. Instead, write to inspire and motivate. Many writers focus on things like: - Perfect grammar - Complex vocabulary - Lengthy explanations When there are more impactful elements... That truly touch and inspire the reader. I've written hundreds of motivational pieces, and here are 9 key tips to craft inspiring content... 1. Share Personal Stories ↳ Make your experiences relatable. ↳ Show vulnerability and authenticity. ↳ Connect with readers on a personal level. 2. Use Powerful Quotes ↳ Choose quotes that resonate deeply. ↳ Use them to reinforce your message. ↳ Integrate quotes from influential figures. 3. Keep It Simple ↳ Avoid jargon and complex language. ↳ Ensure your content is easy to digest. ↳ Make your message clear and concise. 4. Focus on Positivity ↳ Highlight the positive outcomes. ↳ Emphasize hope and possibilities. ↳ Encourage a forward-thinking mindset. 5. Be Specific ↳ Provide actionable advice. ↳ Detail steps to achieve goals. ↳ Use concrete examples and scenarios. 6. Engage Emotions ↳ Tap into the reader's feelings. ↳ Use evocative language and imagery. ↳ Create a strong emotional connection. 7. Be Authentic ↳ Write from the heart. ↳ Authenticity resonates with readers. ↳ Be true to your voice and experiences. 8. Encourage Action ↳ Provide a clear call to action. ↳ Motivate readers to take steps. ↳ Inspire them to make a change. 9. Reflect and Revise ↳ Take time to review and refine your work. ↳ Make necessary adjustments to improve. ↳ Ensure your message is clear and impactful. Of course, style and technique matter. But I'll prioritize these tips any day of the week. P.S. Which tips will you use in your next piece?

Today, I’m breaking down my personal LinkedIn strategy that has helped me gain 18,349 followers and push notus' MRR to $180k in 2025: The Content Archetype is the starting point for every notus client - myself included. We use it to: • create content that is relevant to the client’s target audience • align their content with their business objectives • make sure their content is authentic to them In short, the Content Archetype is a blueprint. It starts with a purpose statement - something that concisely sums up what the client’s product/service is all about. Mine is, “I build people-led B2B content ecosystems.” From there, we define 4 content pillars: 𝟭. 𝗧𝗮𝗰𝘁𝗶𝗰𝗮𝗹 Actionable advice and tips the client’s audience can implement immediately. What you’re reading right now is an example of a tactical post. Example of one of my tactical posts: How I turned LinkedIn into a revenue channel 𝟮. 𝗔𝘀𝗽𝗶𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹 Stories of growth, transformation, and specific outcomes related to our client’s product or service. They paint a picture of what success looks like and inspire their audience to reach for it. Example for me: How we helped Vicktoria Klich go from 400 followers to LinkedIn Top Voice 𝟯. 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝗳𝘂𝗹 Analyses of industry trends, insights, and thought-provoking discussions. This pillar is great for helping clients position themselves as industry experts and establish thought leadership. Example for me: Why the founder of a $100k MRR business is going all in on content 𝟰. 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 Anecdotes, experiences, and lessons learned. This humanizes the brand and builds trust on a deeper level with the client’s audience. Example for me: What happened when I stopped traveling and spent 30 days in Copenhagen _____ We create a Content Archetype whenever we start working with a client. For each pillar, we define 3 topics they can create content around. We go back and forth with feedback until the client is satisfied. A few topics we find work for almost everyone: • case studies • social proof • build in public • personal background One last thing: I see the Content Archetype as a working document. We don’t want to change it every day - that defeats the point - but we’ll revisit 1-3x per quarter to ensure it’s up-to-date. Times change. People change. Sometimes content needs to change, too.

How to write good copy for the internet (a guide). Bad copy kills businesses, good copy makes them. I think we’re entering an era where the best products don’t necessarily win, the best copy does. Most people write copy like they are writing instruction manuals. They got lost in explaining how the sausage is made and no one cares. And even worse they use that same robotic copy in the content they create. 1. Paint a picture Make your reader see, feel, and believe in the world you're describing as if they're living it. It's like telling a story that they become a part of. 2. Conversational tone Write like you're chatting with a friend. It should feel easy and friendly, making your reader feel right at home. 3. Use line breaks generously Space out your sentences like breathing spaces in a conversation. People don't have time to read dense paragraphs when you are competing with TikTok. 4. Hone in on a single focal point Keep your message tight around one big idea. It's like using a spotlight in a dark room to show off the most important thing. 5. Shows credibility with examples Use real stories or examples to prove your point. It's like showing a picture to prove you've been somewhere cool. 6. Anticipates concerns and works through objections Think ahead about what might bother your reader and talk it out. It's like answering their questions before they've even asked them. 7. Entertaining Keep things fun or interesting so your reader enjoys reading. It’s like adding a dash of spice to make a meal tastier. 8. Know who you’re trying to reach Write for someone specific, like you know exactly who they are, what they like, and what they need. It’s like picking out a gift for a friend. 9. Show how the product works Explain how things work in simple terms. It’s like explaining a game so everyone can play. 10. Has clear calls-to-action Be clear about what you want your reader to do next. It’s like giving clear directions so someone doesn’t get lost. 11. Don’t be a robot Put some personality in your writing. It’s like wearing your favorite outfit instead of a uniform. 12. Be different than your competition Stand out by being yourself. It’s like choosing to dance to your own music when everyone else is dancing the same. 13. Use positive words Use words that make people feel good and hopeful. It’s like smiling through your words. 14. Avoid exclamation points Use them sparingly. It’s like not shouting in a conversation. 15. Clear and concise Keep it short and sweet. It’s like telling a story without adding unnecessary details. 16. Safe copy is risky copy Dare to be different. It’s like taking a new path through the woods instead of the worn trail. 17. Be interesting, be brave Write something that grabs attention. It’s like telling a story that no one wants to end. 18. Every word matters Choose your words carefully. It’s like picking out just the right ingredients for a recipe. I hope this guide has been helpful.

I’ve written 1,000+ posts over the past 4 years. Which turned into: → Signing dream clients without chasing leads → Building an audience that engages, trusts, and buys → Writing my way to a flexible, fun business And it all comes down to this: Don’t just write posts. Tell stories. It’s the easiest way to write better content. They flow better, are easier to read, and keep people hooked. I've used this approach for years. Because it works. Here’s my 3-step process to do it: — 1/ Start with an idea I never recommend starting without an idea of what you want to write about. I started this post with the idea of writing about how to write stories. Let yourself be inspired by: → Thoughts when you’re on a walk → Other content that sparks an idea → Things you’ve done/said over the week Capture ideas before you need them, and build a bank of ideas for later. (And never ever ever just copy another post) — 2/ Structure the idea I have a list of Content Flows that I use. It’s what helps me and my clients to write in a structured way without losing authenticity. One of my favourites: P-A-S Problem - What’s the problem we’re starting with? (E.g - People struggle to write stories) Agitate - Why is that a problem? (E.g - Without them, content isn’t as good) Solution - How do you fix it? (E.g - This 3-step process) — 3/ Let your creativity flow I often write content in coffee shops, or in new environments. Feels less like ‘work’, and more fun. Once you have the topic + the structure, you write however you want. There are no rules. Only what works for you. — Don’t tell. Show. I firmly believe stories are the best way to do that. Keep people engaged = keep people ‘in’. Try this for your next post: Pick an idea → Structure it → Let it flow. You’ll thank yourself later.

After decades of working with leaders at companies like Apple, Salesforce, and Cisco, we've identified 4 storytelling techniques that consistently work to deliver important messages in high-stakes settings: 1. Start with the unexpected Don’t begin your presentation with context. Instead, begin with the moment that makes people think, “Wait…what?” Instead of something like: “Here’s an update on our September campaign…” Try starting with the most interesting detail: “I broke our biggest marketing rule last month, and it worked.” Lead with the surprise. You can add context later. 2. Let people feel the tension After the surprise, don’t rewind to the beginning. Take your audience to the moment where things weren’t working. Flat numbers. Missed goals. Stalled progress. Instead of: “The campaign was underperforming, and our team went back to the drawing board.” Try:  "We were two weeks out from the end of the quarter. The campaign wasn’t producing results, and the team was out of ideas. That’s when I decided to take a risk...” You don’t need to explain the problem. You need to make people feel it. 3. Use real dialogue When your audience hears what was actually said, they stop listening to you and start visualizing the moment. This helps them connect emotionally with what you’re saying. Instead of: “The campaign manager said team morale was low and they were struggling to find a solution.” Try: “My campaign manager pulled me aside in the hallway and said, ‘We’ve tried everything. The team has been working overtime, and we don’t know what else to do.’” Dialogue brings listeners into the moment with you. It makes the story real. 4. Share the lesson Never assume people will infer the meaning you intended. End your story by answering: - What does this mean? - How should someone act differently now? Example: “Breaking our biggest marketing rule helped us turn this campaign around and hit our numbers. I strongly suggest we revisit our marketing guidelines. We could be leaving a ton of revenue on the table.” Without the lesson being clear, even a good story feels unfinished. These are the same techniques we teach to our clients at Duarte. Try them out during your next presentation and watch how people lean forward and tune in to your message. #ExecutivePresence #BusinessStorytelling #PresentationSkills

No one is waking up at 7am, sipping coffee, thinking, “Wow, I really hope someone explains holistic wealth architecture today.” People want clarity. They want content that feels like a conversation, not a lecture. They want to understand what you’re saying the first time they read it. Write like you're talking to a real person. Not trying to win a Pulitzer. - Use short sentences. - Cut the jargon. - Sound like someone they’d trust with their money, not someone who spends weekends writing whitepapers for fun. Confused clients don’t ask for clarification. They move on. Here’s how to make your content clearer: 1. Ask yourself: Would my mom understand this? If the answer is “probably not,” simplify it until she would. No shade to your mom, she’s just a great clarity filter. 2. Use the “friend test.” Read it out loud. If it sounds weird or overly stiff, imagine explaining it to a friend at lunch. Rewrite it like that. 3. Replace jargon with real words. Say “retirement income you won’t outlive” instead of “longevity risk mitigation strategy.” Your clients are not Googling your vocabulary. 4. Stick to one idea per sentence. If your sentence is doing cartwheels and dragging a comma parade behind it, break it up. 5. Format like you actually want them to read it. Use line breaks. Add white space. Make it skimmable. No one wants to read a block of text the size of a mortgage document. Writing clearly isn’t dumbing it down. It’s respecting your audience enough to make content easy to understand. What’s the worst jargon-filled phrase you’ve seen in the wild? Let’s roast it.

If your audience didn’t feel anything… you didn’t give a speech. You gave a TEDx audition. The best speakers don’t just inform or entertain. They move people emotionally. Case in point: that viral Thai ad “The Dog” by Kiatnakin Bank. No dialogue. No celebrities. Yet millions cried. Why? Because it tapped into something universal: human emotion. So… how do you do that as a speaker? After 15 years of speaking in 39 countries to half a million people, here's how I evoke emotions in my audience. 1. Choose the emotional entry point, not just the story. Every speech has two beginnings: - the first line you say - and the first feeling your audience registers Before you write anything, ask: “What’s the emotional state they’re in right now?” Are they burned out? Feeling stuck? Hopeful but scared? Then ask: “What emotion do I want them to leave with?” When those two emotions connect, where they are and where you want to take them, your speech becomes a journey, not a monologue. 2. Use emotional contrast, not just chronology. So instead of storytelling like “this happened, then this…” (boring!) Build it like a movie trailer. What creates suspense? Contrast. Here’s how I structure it now: Before the storm - Life was okay… or so I thought... The disruption - Something happened I didn’t see coming... The emotional cost - I didn’t just lose money/time/status, I lost sleep, confidence, myself... The turning moment - And then suddenly... (a moment of truth, a wise mentor, or a shift in perspective) changed everything The ripple effect - That shift led to action, small at first, but it created a wave of momentum, and the results started to follow (yay!) The transfer – And here’s what that means for you. This format works because it mirrors the emotions of transformation and that’s what people want to feel. 3. Give emotional language, not just a moral. Most speakers end with “So… never give up.” (boring!!) But audiences can’t act on vague encouragement. What they need is emotional vocabulary. Say: “If you’re in that same dark place… you don’t need motivation. You need clarity. And here’s how I found mine...” or “Maybe today you’re like how I was, smiling on the outside yet quietly panicking inside.” Insight lands when people feel seen. 4. Don't just end hope. Instill self-belief in them. Our job as speakers isn't to impress the room. Our job is to transfer belief and courage so they are empowered to make the necessary changes even after you have left the stage. Here's how I do it. I say: “You don’t need my story to be inspired. You need to see yourself in my story. And if a guy who used to panic before every speech can now speak globally… I promise, there’s more in you than you know.” Remember, your audience will likely forget what you say but they will never forget how you make them FEEL. This is how you get asked back again and again! #publicspeaking #getpaidtospeak

Want your words to actually sell? Here’s a simple roadmap I've found incredibly helpful: Think of crafting your message like taking someone on a mini-journey: 1. Hook them with curiosity: Your headline is the first "hello."  Make it intriguing enough to stop the scroll.  Instead of just saying "Email Marketing Tips," try something like "Want a 20% revenue jump in the next 60 days? (Here's the email secret)."  See the difference? Promise + Specificity = Attention. 2. Tell a story with a villain: This might sound dramatic, but hear me out.  What's the problem your audience is facing?  What's the frustration, the obstacle, the "enemy" they're battling?  For the email example, maybe it's "wasting hours on emails that no one opens."  Giving that problem a name creates an instant connection and a sense of purpose for your solution. 3. Handle the "yeah, but..." in their head: We all have those internal objections.  "I don't have time," "It costs too much," "Will it even work for me?"  Great copy anticipates these doubts and addresses them head-on within the message. 4. Show, don't just tell (Proof!): People are naturally skeptical.  Instead of just saying "it works," show them.  Even a simple "Join thousands of others who've seen real results" adds weight. Testimonials, even short ones, are gold. 5. Make it crystal clear what you want them to do (CTA):   Don't leave them guessing!  "Learn the exact steps in my latest guide" or "Grab your free checklist now" are direct and tell them exactly what to do and what they'll get.  Notice the benefit in the CTA example: "Get sculpted abs in just 4 weeks without dieting." And when you're thinking about where you're sharing this (LinkedIn post, email, etc.), there are different ways to structure your message. The P-A-S (Problem-Agitate-Solution) or A-I-D-A (Attention-Interest-Desire-Action) frameworks are classics for a reason. The core difference I've learned? Good copywriting isn't about shouting about your amazing product. It's about understanding them – their challenges, their desires – and positioning your solution as the answer in a way that feels like a conversation, not a sales pitch.

By the time a keyword shows search volume in your SEO tools, you're already too late. Discovery now happens on social feeds and AI platforms long before it registers in keyword tools. By the time demand appears, competitors have already defined the narrative. Here's the new playbook for 2026: 1. Identify Emerging Entities Before They Become Keywords Modern search operates on entities, not just keywords. Google's AI Overviews and ChatGPT organize information around concepts and relationships. Tools like Exploding Topics surface emerging themes while they're still forming. Example: Weighted sleep masks showed rising signals in mid-2025, but search volume remained low. Adjacent topics were rising (deep pressure sleep, anxiety sleep tools). Questions signaling intent were increasing. Most brands wait until search demand becomes obvious. By then, the entity already exists and the story has been written by someone else. 2. Validate Through Social Search After spotting a potential entity, search for it on TikTok, Reddit, and YouTube. Look for: - Multiple creators independently explaining the concept - Comments asking "Does this actually work?" - Early how-to or comparison content These signals show curiosity is turning into understanding. This always precedes measurable search demand. If social signals are weak, pause. If strong, scale with confidence. 3. Shape the Narrative Early Most PR works backward. A trend hits, journalists write about it, brands scramble to comment. Better approach: Position your brand as a source before the narrative forms. When a topic is everywhere, journalists are aggregating. When it's emerging, they're asking questions. There's no consensus yet. Supply journalists with expert explanations and early insight. This earns links, builds brand mentions, and signals authority that AI systems cite. 4. Create Content That Grows Into Demand Stop briefing content around search volume. Brief around problems people are beginning to articulate and concepts not yet clearly defined. Design content that explains a concept clearly, connects it to adjacent ideas, and answers questions in conversations still forming. This content grows into demand rather than chasing it. The Reality: Search demand develops across social platforms and AI discovery long before it registers as keyword volume. Trend tools surface what's emerging. Social search validates it. PR shapes how it's defined. SEO compounds that work. Search no longer starts on Google. The teams that act on that reality will influence what people search for next.