The Crazy Story Lens
Starwax Super-Targeted Ad
This Starwax ad is marketing laser focus at its best. Most people won’t notice anything strange. But for people who...
The Personalized Lens
The Helpful Lens
The No Blame Lens
Bellroy Wallets USP-Focused Hero Homepage
Bellroy nails a core marketing principle: show the difference, don’t just say it.Their hero section features a simple interactive slider...
The Durability Lens
Concise vs Wordy Writing
This visual doesn’t just tell you to “be concise.” It shows it. By keeping the red text (wordy) and black...
The No-Brainer Lens
Restaurant Tunnel Billboard
This is one of those rare billboards you can’t ignore because, well, you drive straight into its mouth. Oldtimer’s “All...
The Sniper Lens
The Case Study Lens
Features vs. Benefits (Diet Coke)
Most marketers get stuck talking about what their product is. Great marketers talk about what their product does for you....
The 5 Levels of Awareness
Every word you write should match your audience’s awareness level. This simple chart from Eugene Schwartz shows the five stages...
The Missing Ingredient Lens
Disney's business strategy infographic (1957)
In 1957, Disney drew this wild flowchart showing how every part of the company fed the others. Movies led to...
Solar energy home page mockup before and after
This redesign shows how a few words can turn a “meh” homepage into a money-maker. The original solar energy hero...
The Prevention Lens
The 4 C's Copywriting Formula
Most copy fails because it’s confusing, bloated, boring, or unbelievable. The 4 C’s Formula—Clear, Concise, Compelling, Credible—fixes all of that....
5 Stages of Market Sophistication
If your ads aren’t converting, it’s probably not your product—it’s your messaging. This chart nails one crucial marketing truth: your...
The Analogy Lens
MoonClerk home page
MoonClerk’s homepage is a masterclass in clarity. In just a few scrolls, it explains what it does, who it’s for,...
Awesome "grandparents" illustration from WaitButWhy
This Wait But Why graphic shows how little of your DNA comes from each ancestor. You’ve got hundreds of contributors,...
