Creative Insights & Resources from nez&pez

Startups don’t get the luxury of time. You don’t get years to earn trust. You don’t get an established reputation. You don’t get brand equity handed to you. You get a small window where a buyer decides: “Do I believe you?” And for most early-stage companies, the answer is usually… not yet.

Let’s be honest — most brands don’t fail because they’re bad. They fail because they’re indistinguishable. They say the same things. They use the same colors. They chase the same “best practices” that made their competitors invisible. In a world full of noise, sameness doesn’t keep you safe. It makes you disappear.

There’s the Black Hat you see—the crowded expo hall, the buzzwords, the giveaways. And then there’s the one you feel—the startup optimism, the late-night pitch contests, the moments where someone says something real over a frozen drink in an ice bar.

The quality of your writing can make or break a campaign. Effective storytelling, engaging content, and compelling messages are crucial to capturing the audience's attention. But what exactly is the role of great writing in advertising, and why is it so important?