Unraveling The Brilliance Behind Mount Sinai Ads
A closer look at the psychology of great messaging in healthcare.
Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples from the most recognized brands. I also look at how to transform your writing with style, clarity, and persuasion so you can build an audience, transform your writing, and create endless opportunities.
Happy Saturday!
Today is a special copywriting example day breaking down the wonder of Mount Sinai ads.
Last week, I had the pleasure of talking to one of the board members of Mount Sinai. He said that when they were looking for an agency to do Mount Sinai’s ads, they were looking for someone who did something different.
That’s why they chose DeVito/Verdi, who has done incredible work.
Let’s look at some of the best Mount Sinai Ads.
I. Surprise Your Audience
When you think hospital beds are filled, you typically think that’s good for a hospital.
But Mount Sinai surprises you.
They define success when their beds are empty.
II. Objective Outcomes vs. Empathetic Outcomes
Emotion and empathy are the greatest things in copywriting.
Objective: 2-year-old can’t hear.
Subjective: 2-year-old doesn’t listen to parents but can hear now.
A lot of people and brands think objectively. They think of problems objectively instead of with empathy and emotion.
Write something that appeals to the heart of the customer.
III. Juxtaposition of Two Emotional Moments
This is another surprising moment.
The first sentence punches you with an emotional moment. But the second sentence is an even more surprising emotional moment.
It doesn’t end on a sad note.
It’s an uplifting story that shows you the power of what Mount Sinai is capable of doing.
When you're ready, here are a few ways I can help you 👇
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Ben Watkins
This is one of my favourite selections. Turning stuff on its head, playing with emotions, pushing with hope and surprise—excellent!