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If you haven’t read Breakthrough Advertising by famous copywriter Eugene Schwartz, you totally should. He famously had a winning-ad rate of 85 percent. But for now, here is some of his wisdom distilled:

1. Set a timer: Write with intense focus for 33.33 minutes, then take a short break. Repeat until your task is complete.
2. Create problems: Instead of focusing solely on the product, highlight and amplify your audience’s problems to make your solution more appealing.
3. Assemble, don’t create: Your job is to organize existing claims, features, and benefits into a persuasive narrative, not create them from scratch.
4. Take a note from action movies: Keep your readers engaged by modeling your copy’s flow after action films, with regular bursts of excitement.
5. Tap your subconcious: Take breaks to focus on unrelated tasks; your subconscious will feed you breakthrough ideas.
6. Gauge awareness: Tailor your copy to your audience’s level of awareness—from unaware to most aware.
7. Use fascination bullets: Add curiosity-laden bullets to your copy to keep readers hooked, making them eager to learn more.
8. Preparation over everything: Success comes from intense preparation, like studying great ads and thoroughly researching your audience.
9. Be a clear window: Your writing should be transparent, allowing readers to focus on the benefits of the product rather than the writing itself.
10. Listen: To write effective copy, immerse yourself in your audience’s world by listening more and speaking less.

Check out Jeremy Mac’s blog for more on Schwartz.

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Olipop is biting at the ankles of its larger rival Mountain Dew with a new citrusy, caffeinated flavor: “Ridge Rush.”

The better-for-you brand launched an OOH campaign with the tagline “A Can of Do,” along with video spots directed by the comedic team that worked on “I Think You Should Leave,” hoping to capture some of Mountain Dew’s young adult audience with an antidote to the afternoon slump.

How long before we get a prebiotic soda flavor at the drive-thru window?