"Crappy Ad" with drawing
Most marketers obsess over flavor: the logo, the tagline, the pretty bottle. The image above does the opposite. It openly says this ketone shot tastes bad… then instantly makes you want it anyway. Why? Because the copy skips the senses and punches you right in the outcome: an empty inbox before noon.
The Psychology Behind It
The handwritten line “I hate how this tastes” is a pattern-breaker. It disarms you with honesty. Then the follow-up line, “but I just cleared my inbox before noon,” reframes the drink from a beverage to a performance tool. Flavor becomes irrelevant next to the promise of extreme productivity. You’re not buying a drink, you’re buying a superhuman morning.
How To Steal This Move
- Lead with the uncomfortable truth your customers already suspect (it’s hard, it’s boring, it’s not sexy).
- Immediately pivot to the ultra-specific win they actually want (clear inbox, closed deal, lost pounds, booked calendar).
- Make the result so vivid that minor drawbacks feel like a tiny toll, not a deal-breaker.
Result-First Copy In The Wild
Slack sells the result of "fewer meetings" instead of bragging about chat features.
Calendly sells the result of "no more back-and-forth emails" instead of talking about calendar integrations.
