Screens are bad, Books are good
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Screentime isn't inherently bad, but when you watch something the media does all the work for your brain. But when you READ something, your brain ignites with activity!
This sketch nails what great copy does. The phone sits there, flat and lifeless. The book, though, throws a crazy shadow full of moons, rabbits, and growing vines. Your words can be the boring rectangle…or the doorway into a whole little universe.
Turn Screens Into Story Projectors
Good copy doesn’t just explain; it projects a movie onto the reader’s brain. When you swap vague benefits for concrete scenes, your ad stops feeling like marketing and starts feeling like a story they stepped into. The goal: make their imagination do the special effects budget for free.
How To Spark Vivid Imagery
- Trade abstractions like “better workflow” for pictures like “an inbox that hits zero before lunch.”
- Zoom into one sharp moment instead of listing ten bland features.
- Use action verbs that move: swipe, slam, sip, glide.
- Borrow senses: what does it look, sound, or feel like when your promise comes true?
Brands That Paint Pictures
Apple turns specs into imagery with lines like “a display so bright it cuts through sunlight,” making you feel the screen in your hand.
Airbnb sells experiences with phrases like “wake up in a castle,” dropping you straight into the morning-after scene.
Creative Variations
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