Toolbox by Copywork365

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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.

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

Ogilvy’s “Schweppes Mutiny” Ad

Another one from the legend himself. Absolute banger.

• This ad has lore, dammit. In a single sentence, Ogilvy manages to: introduce a character and his purpose. Then make that character take an action, then indicate time elapsed since that action — all from the perspective of a bystander’s recollection. PACKED. Right out of the gate, the first sentence delivers so many curious loose ends.

• Refreshing sentence variation, with big changes between the “narrator” tone and the “friend” tone. Tactical parenthetical sentence to lean in.

• Killer use of the P.S. They’re using it to quite literally upsell you on use cases for Schweppes — “it’s not just for gin-and-tonic, it’s also good for the rest of your liquor cabinet".

And breaking down the structure:

1. Story exposition. It marks the introduction of Schweppes to the American continent, and the man responsible for it.

2. Social proof + story unfolds. It presents Americans as a big blob; implied is that the country as a whole found Schweppes delicious. And, of course, detailing what specifically they found delicious as a touchpoint to revisit later.

3. Hamming up the cult following — “became unwritten law” and “mutiny”. It’s their legend, so of course they’ll play things up. It feels like a subtle trick: by exaggerating the level of cult following for the drink, the reader’s internal rebuttal targets the size of the following rather than its existence. Just like that, we’ve planted the idea, “I don’t know exactly how big, but Schweppes has a sizable following.”

4. The selling part. There’s a certain comfort to it. The sentences start more formal and longer, but gradually become more casual as we progress through the paragraph — it feels a bit like a friend talking to us and adding more details as short fragments. “And it lasts the whole drink through.” = “Oh, by the way” + “‘it lasts the whole drink through’ is a statement of truth”.

5. P.S. upsell, and an opportunity for another knee-slapper to ham it up. “Schweppertory”