Toolbox by Copywork365

Liking the daily exercise?
Wait till you see this.

Toolbox is your swipe file on roids.

It’s a database of world-class excerpts just like the ones we cover right here on the daily.

Browse through hundreds of pieces (and growing!) spanning ad copy, webpage copy, and literature.

Each and every one comes with granular analysis on what makes everything tick and why it works.

All the tools, techniques, and psychology we touch on here, but in their full depth. Making it even easier to master these “devices” and apply them to your persuasive writing. And filtering by author or brand means you can steal the secret sauce from your very favorite writers, copywriters, and brands.

So if you’re looking to level up with a forever resource, I’ve got a forever deal for you.

Join the waitlist to get lifetime access for a single flat fee — when Toolbox launches.

Oh and I really do mean lifetime.

Even if the internet ceases to exist. I’ll work day and night to ensure you receive a physical book copy. Hell, clay tablets, if it gets that bad 😅.

Even when it’s 100’s of thousands of excerpts. Pinky promise.

Hershey’s Kisses “Big Craving” Ad

“If you have a big, big craving for chocolate…” — that’s the eye-catcher, both in size and in setup.

“Try something little” — there’s the punchline.

We love the saying “good things come in small packages.”

Then, we address the subversion of expectations. “Sure, Hershey’s Kisses look little.”

Afterward, we make a promise that only resolves itself if you buy and try the chocolate for yourself. In a way, eating the chocolate is part of the story we’re telling in the ad — it’s continuous.

And we’re not selling “it tastes good”. We’re selling, “you don’t know what you don’t know.”

Curiosity and novelty.

That last message is primed at a person who already had enough of a craving to read the rest of the ad after the hook. The specificity of the hook creates self-selection.

And look how we get the reader’s awareness back on themselves and their craving. The hook: craving → the finisher: your taste buds.