Michael Cassman

Pro Copy Tip #21

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Not every ad has to have a story, but every ad is a story.

If you don’t think you have a story, you’re not digging deep enough.

Wanna killer example of what to do in a “no-story” situation?

Look no further than the Schiltz Beer Ads by advertising legend Claude Hopkins.

He took a “nothing special” “nothing going on here” beer band, and by crafting a story, made them one of the most dominant industry brands almost overnight.

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