Growth Newsletter #204

[Demand Curve]( [Read on demandcurve.com]( The Growth Newsletter #204 Twisted visual. Straight line. “Interesting words need boring graphics.”  – Bob Gill Let’s explore this quote and its inverse. It's a simple framework for creating powerful ads.  – Neal Brought to you by [Positional]( — the all-in-one SEO toolset for startups  Positional makes starting, growing, and scaling your inbound marketing and SEO strategy easy.  Tools for every step of the journey with one single workflow: - keyword research and tracking - content optimization (Positional's [Optimize toolset]( is its most popular) - auditing and technical SEO - content analytics  It works, too.  Positional is backed by Y Combinator, and works with incredible companies like ClickUp, GoodRx, and Netlify.  [Get 20% off Positional]( by mentioning DEMANDCURVE at checkout. Want to be featured in front of over 101,000 founders and marketers? [Learn more here](. Twisted visual. Straight line. Insight by [Dan Nelken]( and Bob Gill.  This tactic is about the juxtaposition of the absurd and the normal.  As Dan Nelken calls them: - Twisted visual. Straight line. - Twisted line. Straight visual.  When creating ads or promos, maximize the absurdity of either one or the other.  Making both the visual and text absurd makes the ad overwhelming and less powerful. It also ruins your ability to control how they experience the ad.  Let’s illustrate this with examples of both:  Twisted visual. Straight line.  Hook with an absurd visual. One that takes your core idea and takes it to 1,000.  Then, state the core idea plainly with unassuming text.  For example: The unique leaf catches your eye. You focus on it to discern what it is. You then scan for the text to explain it. You then have the “aha” moment.  Or this eye-catching ad from Sirius: The basketball-playing punk nun catches your eye. The headline contextualizes it. The footnotes explain it.  Or this hilarious ad for Nicotinell The old woman lighting a cigarette with a candle is shocking. Your eye then goes to the 42. You’re momentarily confused. You scan the ad, looking for an explanation. The text snaps it all into clarity and makes you laugh.  This tactic is powerful: - The visual grabs their attention and piques their curiosity. - They scan the rest of the ad for an explanation. - The text then contextualizes the image, causing them to close the curiosity loop. - Ideally, it makes them feel something, like a laugh.  Now, let’s explore the inverse. Twisted line. Straight visual.  These ads let the absurdity of the words do the work.  For example, this viral ad from fiverr: This ad was perfectly timed in 2023, when everyone feared AI replacing jobs.  The gigantic text makes you think it's a warning about the horrors of AI... but the juxtaposition with the smile on her face confuses you.  You then read the smaller text, and it makes you chuckle.  Then there’s this hilarious and beautiful storytelling ad from Mount Sinai Hospital: This is one of my favorite ads. It again makes you think it’s going one way, and leaves you with a laugh. The simple image of a child on a beach enhances the emotion of the mini-story.  Then there’s this classic ad from Porsche: I love that this ad starts with a fact that makes you say, “Okay, so what?” and then leaves you with a funny twist. You then notice that the car has a tire lifted.  Remember: It’s key for these ads to have fairly simple images because you want the words to be the star of the show. The image contextualizes them.  Okay, so what?  The next time you’re creating an ad, a social post, or even a section of a landing page, try both: - Twisted visual. Straight line. - Twisted line. Straight visual.  Set a timer and create a few variations for #1. Then do it again for #2.  Play with the design, fonts, and placements to control how people experience it.  For more ad inspo, check out our ever-growing [Ad Vault](.  And for more creative advice on writing great headlines, check out [A Self-Help Guide for Copywriting]( by Dan Nelken. What did you think of today's newsletter? 😍 Loved it: Forward to a friend, or reply—a simple 😍 will do! It really helps. 🤷‍♀️ Meh: You can unsubscribe [here](), or manage your subscription [here](. 🤔 I'm new here: You can join the party [here](. 🤩 Give me more: Check out all previous growth tactics in our [Growth Vault](. Something fun  To continue the theme of copy that makes you believe it’s going a certain direction but then abruptly yanks you in another: How we can help you grow - Read our free [playbooks](,[ articles](, [growth guide](, and [teardowns](—we break down the strategies & tactics used by fast-growing startups. - Need help running ads? We’ve built [the]([ ads agency]( for startups. - Looking for a growth freelancer or agency? [We’ll match you]( with a vetted partner for free. - Get in front of 101,000+ founders by [sponsoring]( this newsletter. Thanks, everyone! [Neal]( [Neal O'Grady]( [Grace]( [Justin Setzer]( [Grace]( [Nick Costelloe](   © 2024 Demand Curve, Inc. All rights reserved. 4460 Redwood Hwy, Suite 16-535, San Rafael, California, United States [Unsubscribe]() from all emails, including the newsletter, or [manage]( subscription preferences.