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A pretty website without good copy is like Chuck Norris without a beard. Technically capable, but strategically blind.
Brands I’ve made dangerously persuasive with good copy: I’ve spiced up a collagen page. Gave a weird kitchen gadget a personality people want in their home. Took a boring email marketing agency and added a Japanese hook people instantly remembered. I have one client opening for new copywriting projects starting after February 12.
If you want to turn your homepage from dangerously bland to dangerously persuasive, I write personality-filled copy that does the heavy lifting your design can’t. email me: miguel@teardwn.com
In the late ‘80s and early ‘90s, a Range Rover let you do things that would destroy 99% of other cars — and yet most people wouldn’t believe it if you just showed them a spec sheet.
Torque curves and coil springs don’t make hearts skip a beat. Humans don’t buy cars because of engineering; they buy them because a story makes them feel something.
Range Rover was moving from “rugged off-roader” into “aspirational luxury SUV.”
The challenge was to convince them that Range Rover wasn’t just a “jeep”. It was strong, rugged, but also premium.
Most brands would have screamed, “Look at our suspension!” and waited politely for someone to care. But not Range Rover.
Instead, Grace & Rothschild (Range Rover’s ad agency) came up with a bold creative angle.
To simply hijack a classic universal domestic truth: Raising a teenager is hard. Teenagers destroy things. Food, carpets, parental optimism — nothing is safe.
Because if your car can survive the domestic apocalypse caused by a bored, unsupervised teen, it can survive anything.
And that’s the beauty of translating extreme performance into everyday life — it makes the unbelievable instantly believable.
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The ad didn’t just prove toughness; it turned a toughness claim into a cultural memory — the kind that sticks because it feels true.
A good reminder that copywriter’s job is to bring product facts to life in a way that feels new (And relatable). It’s not to win a Pulitzer prize.
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Dangerous ideas:
1/ Relatable truths work because they’re the kind of unspoken truths that gets people talking.
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2/ Make your message relatable or risk being invisible.
Like this ad written by Nick Asbury for the Antarctic Science Foundation).
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3/ Mock the status quo to highlight the appeal of your alternative.
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