Lessons from handcopying the BluBlocker ad

5h (edited) • 💬 Discussion

The ad starts with a statement that an unbelievable story is about to be told. And who doesn't like an "unbelievable story"?
The offer itself is good, which is very necessary for the copy to perform in the first place.
The author (Joseph Sugarman) positions himself as, just not the user of this product, but also a user of "glasses". Which allows him to know the specific little inconvenience with typical glasses (e.g. the inconvenience of the hinge being weak) and make the product better.
About 1/3 of the ad is scientific proof. And it's written in a way that makes you feel cooler. And who doesn't want useful yet cool stuff.
The ad is challenging other competitors' products.