We meet again. Pleasure’s all on this side of the screen.

Today’s Main Thing is simple and to the point → how to swipe some of Nike’s marketing magic by choosing the right focus for your ads.

Then, you can feast on This Week’s Marketing Wrap-Up like a polar bear on a whale - National Geographic’s photo of the week, don’t ask. 

Appetizer: Watch New Balance's marketing masterclass on killing the Dad-Shoe image to win Gen Z over.

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The Main Thing

Just Do It - The Way Nike Does in Its Ads

This won’t take but a minute.

All I wanna do is show four examples of ways to sell like Nike does.

Nike puts the focus on what its customers aspire to be. The focus is never their product.

The focus is on the athletes and athletics that inspire people who buy shoes.

This impressed Steve Jobs back in the day. 

And here are four examples of how to do what Nike does, using random industries.

#1 Health Supplements

Nobody cares how much vitamin C or creatine is in a pre-workout powder. They only care about how they’ll feel after a workout using the supplements and how they’ll look after a few weeks of improved workouts. 

So, ads shouldn’t focus on ingredients except to say it’s natural, safe, good for ya, yada yada yada. The focus should be on a person using the supplements and doing freakish things in the gym or on the street, running in the rain.

#2 Real Estate

Ads should show happy couples using their new home. Tossing a tennis ball to the Labrador on the front lawn. Playing catch with the kids or high-stakes dodgeball if you wanna raise tougher youngins vs. crybabies who will live with you for 6 decades (BTW, 9 signs of helicopter parenting). 

Sure, real estate agents have to show trustworthiness with awards, number of homes sold, licenses, etc. But the majority of consumers aren’t tricked by a perfect smile and clean BMW anymore.

People want to see what the fruits of home ownership look like with couples like them in ads vs. a real estate power couple on a sign that could be a prom invitation instead of a for-sale sign.

#3 Cosmetics

A 51-year-old man like myself knows zip about cosmetics. But I can imagine users of these products wanna look beautiful. But why?

To attract a partner. To feel good about themselves. To cover up what they see as imperfections. And while these buyers care big-time about the ingredients they’re putting on their faces, the main focus of ads should be inspirational people getting what they want out of using the product.

In this case, the ad could also mention little bunny rabbits living their best lives vs. having horrific chemical concoctions tested on them so Wendy in Chicago can wear lipstick safely.

#4 Wealth Management

Listening to wealth strategies has put more people into sleepy comas than train wrecks. Boring as heck. Who can stay awake with ads focused on “dollar cost averaging” or the “4% rule?”

The focus of financial advisor ads and marketing materials should focus on happy retirees. They should be seen doing fun stuff or relaxing in a hammock to inspire others in the market for a financial advisor.

The focus shouldn’t only be about the freedom of retiring with a pile of money, either. It’s nearly 2026, and people who have done well saving and investing now realize there are other pitfalls that come with retirement. Namely, being bored out of your mind or becoming depressed due to not having a defined purpose.

There it is. Four examples of how to be like Nike in your ads and marketing messages. Put the spotlight on the aspirational identity of your customers. Not the technical details of your products.

As for us, time to focus on This Week’s Marketing Wrap-Up below…

Please share Inbox Hacking with a fellow marketing genius or business owner. I appreciate you reading.

Shane McLendon - Copy Kingpin.

“Google only loves you when everyone else loves you first.” ~Wendy Piersall