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- 20-JUN-2024 | Atoms' "They're Not Cheap" Ad
20-JUN-2024 | Atoms' "They're Not Cheap" Ad
Dan Bogachek
June 20, 2024
In partnership with
Atoms' "They're Not Cheap" Ad
They’re not cheap.
It’s true.
$129 is a lot of money.
Especially for shoes.
Yes, we could make them cheaper.
But if we did that, they’d be cheap.
They wouldn’t last as long as they do.
They wouldn’t be made of the best materials on the planet.
They wouldn’t come in ¼ sizes to fit to your feet, perfectly.
They wouldn’t be as comfortable.
They wouldn’t be Atoms.
So, it’s safe to say.
Atoms will never be cheap.
And that’s a good thing.
Because you’ll always get what you pay for.
Many have called this pretentious. Sure.
Let’s focus on what makes it work:
1) They’ve turned their biggest objection into their greatest strength. Hook, details, and punchline.
2) Repetition legitimizes. Repetition legitimizes. Repetition legitimizes.
3) Tight, simple, one idea at a time. Grade 0 on the Hemingway App (!!!), average of 7 words per sentence. Anyone can read and understand this copy.
And the key idea they’ve planted: “They’re not cheap — BUT”
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