- Copywork365
- Posts
- 5-SEP-2025 | The Walrus' "It's probably not for you" Ad
5-SEP-2025 | The Walrus' "It's probably not for you" Ad
Dan Bogachek
September 05, 2025
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.
The Walrus' "It's probably not for you" Ad
It’s probably not for you.
In truth, we know our magazine isn’t for most people. It’s a magazine that aspires to engage readers in thoughtful, intelligent discussions important to Canadians. Discussions that go beyond the sound bites of 24-hour news channels, text messaging shrthnd, or 140-character tweets. But please do follow us on Twitter :)
The Walrus is a magazine that takes its time to investigate stories.
Our goal is to say it best, not first. It’s why we’re Canada’s best magazine you’ve probably never read. Now, if you’ve read all the way up to this point and reading isn’t something you would normally do, our apologies. To make it up to you, here’s a word of the day for your personal growth — subversive: seeking or intending to subvert an established system or institution.
If you’d like to learn even more, you can subscribe at walrusmagazine.com. If attention span short, follow @walrusmagazine. 🏁
Mechanics:
Qualification through polarization
Some witty humor
Implicit compliment
Planting the aspiration to fulfill the identity linked to the compliment
Status
Transmuting weakness into a rare strength
Hook → “You’re not invited to the club. Oh look, here’s a bunch more text. Itching to know how we’re justifying this insult, aren’t you?”
Punchline → “We don’t write for everyone — we write for smart people.”
Bit of a meta joke (the part about “subversive”).
The hook, again — because your eyes are drawn to it, credit to the clever layout. “You read this ad, so 😉 we both know you’re not like the other girls. You should follow through and subscribe.”
