Ever read an ad and think, omg, I have to buy this?
Thatās not an accident. Thatās great marketing. In this post, Iām showing you 5 ads that absolutely nailed it ā and the psychology behind WHY I think they work so well.
Hey, Posse! Whatās up? Itās Alex. I help freelancers and business owners sell more products and services online ā without using douchey and outdated tactics that make EVERYONE cringe.
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Today, Iām breaking down some examples of great ad copy in the wild, so you can keep these in your back pocket as inspiration the next time you need to write an ad.
BUT I’m not stopping there. Iām also going to explain to you WHY I think they work so well.
Because itās one thing to recognize great copy. But itās another thing altogether to actually UNDERSTAND the psychological principles at play.
Once you learn WHAT makes great copy great ā you can go out there and create āwinning copyā in your own business and youāll never run out of amazing ideas to test.
Iām thinking about making this part of a 3-part series where I break down examples of great copy in action: One post where I share winning ads (this post).
One where I share winning landing pages. And another on winning emails.
If you like that idea, leave a comment below and let me know. I LOVE to hear from you guys.
Alright ā letās get to these some GREAT ads shall we? Starting with a few classics.
#1: ‘Think Small’ by Volkswagen (1959)
One of the most famous print ads of all time ā Volkswagenās āThink Small.ā

This campaign first launched in 1959 and by the mid-1960s, the Volkswagen Beetle had become the best-selling imported car in the US.
This ad has gone down in history as one of the greatest because not only did it help Volkswagen break into the US market.
It also helped usher in a new form of advertising ā one that focused on honesty and simplicity over flashy graphics and exaggerated claims.
This ad works because it directly calls out a āflawā or something that could easily be perceived as a ānegativeā and turns it into a key selling point.
Itās utterly genius. In Robert Cialdiniās book Pre-suasion, he describes the act of admitting a flaw or something that isnāt perfect about you or your products as a tactic to increase trust and believability.
And thatās exactly what Volkswagen did in this campaign.
Over
And over
And over
And over again.

Itās genius because they are HOOKING YOUR ATTENTION by calling out common objections immediately.
NOT by trying to make themselves sound like the sexiest, fastest, and best car in the world.
Then they go on to ADDRESS those objections in the ad copy.
When it comes to great marketing, remember that BELIEVABILITY AND TRUST will always be more persuasive than bold claims, fancy branding and flashy messaging.
This Volkswagon ad is a great example of just how simple it can be to execute this concept.
Alright, next up: One of my favorite ad campaigns of ALL-TIME.
#2: Appleās āGet A Macā Campaign (2006ā2009)
Tell me if you remember this series of iconic TV ads. All I need to say is āHello, I’m a Mac, and I’m a PCā and youāre instantly transported back.
In this ad, Justin Long personifies the Mac as a cool, laid-back, and approachable guy.
And John Hodgman personifies the PC as this uptight nerd who lives and breathes for complex spreadsheets.

I have ALWAYS loved these ads because itās a perfect example of what I call āSHOW, DONāT TELLā marketing.
The ad doesnāt have to SAY that Mac is simpler, cooler and more user-friendly It doesnāt have to āsellā itself at all.
Because the point they are trying to get across is INSTANTLY understandable.
They use humor to poke fun at the flaws of the PC AND they really play on the status and ego of the viewer.
Because no one wants to be PERCEIVED like the PC guy.
Everyone wants people to think theyāre more like the Mac guy.
So the takeaway from this ad really is:
First, speak to your customerās sense of identity and how they want to be perceived.
And then, SHOW THEM how your product/service/offer helps them be more of THAT.
Itās beautifully simple. Alright, next up:
#3: The Economist “I Never Read The Economist.” (1988)
Another classic print ad from The Economist which simply says:
āI never read The Economist ā Management trainee, aged 42.ā

Ahhhh, I love when marketing makes you pause and think.
Wait, what? Like:
āLose the ability to slip out of meetings unnoticed.ā
āSome people just get it.ā
āEssential guide for those going places.ā



This is another example of marketing that plays on your sense of EGO and STATUS.
These ads all imply the same thing.
If you read the Economist, youāll be a little bit wiser. A little smarter.
And a little more accomplished than the average person.
You WANT to be the kind of person who reads the Economist ā right?
These ads are soooo simple. They say so little, and yet theyāre COMMUNICATING so much.
This proves that great copy doesnāt have to be lengthy or scream āfeatures and benefitsā.
You can have a big impact with just a few well-thought-out words.
Alright, next up, letās look at a Facebook ad.
#4: Huelās Instant Noodle Comparison (2025)
Hereās a more recent ad that, too, says A LOT without really needing to say anything at all.
Here, Huel is using the psychological principle of comparison and, in this example, showcasing it visually, which is extremely powerful.

Theyāre showing a side-by-side comparison of Huel Instant noodles with the typical “instant noodle” and they are doing it without calling out the exact competitor brand, which feels kinda shady to me.
Instead, they are calling out the āstatus quoā instant noodle that we are all familiar with.
In a simple visual, they showcase that yes, they both take 5 minutes to prep. But the Huel noodles have way more protein, vitamins and minerals AND theyāre vegan.
This ad is clearly speaking to a health-conscious plant-based audience that wants to eat better BUT they donāt have a lot of time to prep meals and need something fast & convenient.
Now you may not have a product-based business like Huel, but that doesnāt mean you canāt use this concept to visually compare your offer or solution with the alternative. Get creative and think about ways you can do a side-by-side comparison, without directly calling out the competition.
And that brings me to our last example.
#5: The Copy Posseās Personal Brand Bootcamp (2025)
Hey, itās me! You KNOW I had to throw in one of my own ads! In fact, Iām going to give you a 2-for-1 here.
One static ad graphic with a strong hook and one native ad.
Native ads are simply ads that are designed to match the look, feel, and context of the surrounding content or platform. They aim to blend in seamlessly with organic content, making them less disruptive and more engaging for users.
Native ads are GREAT because most of us can spot an ad like this. And most of us have become ābanner blindā to anything that looks like an ad.

Weāve subconsciously trained ourselves to instantly scroll right past it, unless it is extremely relevant or there is some brand recognition.
Now, donāt get me wrong. There is still a time and place for these kind of ads, or else I wouldnāt be using them.
They work VERY well with a warmer audience where there is a higher level of awareness and trust built, like in re-targeting ads. This particular ad performed really great for us in our Personal Brand Bootcamp promotion, raking in nearly 40% of total ad sales. Which is GREAT.
I think this ad worked as well as it did because of the hook, I used what I call the āChallenge Common Beliefā hook.
You can see the headline says āWhy You Need A Personal Brand. IN 2025, the most booked freelancers wonāt just be the most skilled, theyāll be the most trusted.ā
Iām Challenging the belief that āskillsā are all the matters and introducing a new idea or concept that grabs peopleās attention that you NEED a personal brand to build trust.
So that was an example of a great static graphic or banner ad. But now letās take a look at another ad that performed really well for us for this same campaign.
This one was a more native ad that looks more like organic content.
And thatās because it was.
This actually started as an organic Instagram post.
That my team later turned into an ad to promote my Personal Brand Bootcamp.
This native ad had nearly a 9% conversion rate.

Which is AMAZING for Instagram ads, where the average conversion rate is only 1-2%.
In this native ad, we also use the āChallenge Common Beliefsā hook. Except this time, itās in the caption.
Weāre saying āwhat youāve been thinking about personal branding is ALL WRONG.ā
Then we go on the list some of the most common misconceptions.
We go on to explain why these misconceptions are wrong.
And educate on the CORRECT way to think about and approach personal branding.
So the takeaway from these last 2 ads is that you can use the SAME HOOK in different ways to speak to different segments of your audience.
And there you have it, 5 psychological principles that you should absolutely replicate in your own advertising.
- Admitting a Flaw
- Identity Marketing
- Playing To Readerās Status and Ego
- Comparison
- Challenge Common Beliefs
Let me know if you liked this post.
And if you want more posts like this one: breaking down winning landing pages and emails, drop a comment and let me know!
Iāll see you next week with a brand new post. Until then, Iām Alex. Ciao for now.