What You Should Copy (And What You Shouldn’t)

Most teams copy the wrong layer of an ad.

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Bad copying looks like this:

Same visuals.
Same script.
Same tone.

Good copying looks like this

You copy:

  • Structure
  • Flow
  • Mechanism

You change:

  • Context
  • Product
  • POV

Insight

Copy the system.

Not the execution.

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