The short answer: Opinion.

The longer answer is inspired by Tim Grahl, the CEO of Story Grid.

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Flat sentences are your enemy.

Ever have one of those days where everything feels off? I sure did.

My nose was like Niagara Falls. Tears were racing down my cheeks. Sitting on a park bench, headphones in, trying to block out the world with some Savage Garden.

But here’s the thing—through my headache and the soggy tissues, I noticed something. It’s about storytelling.

You’ve heard "show, don’t tell" a thousand times, right? But how do you actually do it? Let me show you.

You don’t need tools to write, but they sure make it easier.

For the last three weeks, I’ve gone old-school. Hand-copying ads with pen and paper in a killer copywriting course. Going full retro. (more on that later)

But guess what? Pen and paper are tools too, right?

Let’s agree: tools are lifesavers (and they make you look cool).

Two hours ago, I spoke to a beauty clinic owner in Berlin. They’re using Instagram, TikTok, Facebook, and YouTube to bring in customers. But when I asked about email marketing?

“We have our clients’ email addresses, but we don’t want to bother them,” she said.

Really? Here’s the deal:

1. You can’t worry about “bothering” people. They opted in. They want to hear from you!

2. Email isn’t just talking AT them. It’s providing value and making lives better.

3. They’re missing out on up-sells and getting existing customers to buy more.

What happens when two email pros collide?

Chris Orzechowski and Jimmy Kim had a chat about email marketing. And it was epic.

They dropped tons of wisdom on selling without discounts. Crafting messages that connect and convert.

Missed it? No sweat.

Notice something missing in most emails you get?

Two things: humor and daily consistency.

Both are tough, but man, are they worth it.

Why Humor Matters:

Hi there –

One long post for you, about the B&H Photo Video ad I analyzed and dissected to the bones:

https://naii.io/voiceover-blog/voiceover-ad-of-the-week-1-why-b-and-h-s-customer-story-ad-is-a-joke/

My goal was to break down what made the ad work and teach you the strategies and best practices that you can use to make your own voiceover ads better and become famous in your niche.