This week at VOMP Studios - Writing this from my favorite alternate office in Austin, Cosmic Coffee. It’s got the vibes, menu, and music to get the mind flowing.

This week’s riffs for the creative vandals, outlaws, misfits, and pirates of the internet:

• Create Cooler: Meet the bullfighter turned adman of the old-school

• Build Better: How to choose your brand archetype

• Earn Easier: Write headlines and subject lines that sell like hell

• Break The Rules: THIS dude just landed $1 Billion in contracts (in 12 months)

• The Hit List: Music to turn up and tune out

Neil French: Bullfighter, Ad Legend, and Master of Controversy

When you talk advertising legends, Neil French doesn’t just sit at the top—he’s probably carving his name into the throne.

Up there with icons like David Abbott and John Caples, French made long-copy ads cool again.

The guy crafted stories for brands like Chivas Regal and XO Beer, making people actually read ads in a world obsessed with scrolling.

Oh, and he’s the mastermind who ignited the creative revolution in Asia.

But how does a bullfighter turn into an ad-world legend? Let’s dive into the chaos.

From Bullfighting to Advertising Domination

Unlike your typical ad-school grad, French wasn’t fine-tuning his portfolio in some cushy office like Draper in Mad Men.

The man was literally dodging bulls. Fucking bulls…

After trying (and probably dominating) several careers—including bullfighting—he took a gig in the accounting department at a friend’s ad agency.

In retrospect, this is like Allen Iverson working at Toyota for the first 25 years of his life.

But Neil French pushing numbers? Please. There’s a better chance the Astros are still cheating with trash cans.

His quick wit and sharper-than-your-average-suit brain had him bouncing out of accounting and into creative.

Pro tip: Don’t put creative people in highly-analytical roles 🙃

After a few years, he launched his own shop and took the ad world by storm.

His wild ride is all laid out in his autobiography, Sorry For The Lobsters. (Yes, that’s the actual title. It’s Neil French. Just roll with it.)

The Guy Who Made Words King Again

French didn’t just write ads; he made readers think.

His signature style? Long-copy ads with almost no visuals.

His ad for I Bid Photo? Genius. The headline: “Don’t bother to read this, the picture’s missing.”

In a world choking on over-designed, image-heavy ads, French flipped the script. He made words matter again, and every single ad felt like it had something to say.

Think about that ad example: It was for a photography company and he chose to use NO PHOTOS. Just copy. Talk about a power move in a creative meeting.

Mr. No Fucks Given

Of course, a career this epic doesn’t happen without ruffling a few feathers—or torching a few bridges. In 2005, French dropped a bomb during a speech in Toronto: 

“You can’t be a great creative director and have a baby... Everyone who doesn’t commit fully to the job is crap at it.”

Cue the outrage.

Nancy Vonk, Co-Chief Creative Director at Ogilvy Toronto, publicly took him down, and French eventually resigned as WPP Group’s worldwide Creative Director.

But here’s the kicker: not all women creatives were throwing him under the bus.

Jureeporn Thaidumrong, Asia’s Creative Person of the Year in 2006, openly credited him for pushing her career forward.

French, being French, later said the whole thing was revenge cooked up by someone who wasn’t thrilled with him before. Classic.

Scam Ads? Well, Of Course.

And then there’s the scam ad drama. French was accused of creating spec ads that never ran but still won awards.

His response? He didn’t care. That was the entire PR strategy.😂

French leaned into it, unapologetically speaking out about the industry's dirty little secret. You don’t get to be this iconic by playing nice.

Basically His Own Award Show

As the ad industry started drowning in digital noise, French doubled down on the classics.

He founded The World Press Awards—a show strictly for print ads. No web, no digital, no TikTok dances.

Just pure, ink-on-paper brilliance. Some say it’s an awards show built for Neil French wannabes. And honestly? They’re probably right.

Oh, and He Managed Judas Priest

Yeah, as if his life wasn’t wild enough, Neil French also managed Judas Priest - an English heavy metal band formed in 1969! (Random but also on brand? Absolutely).

Before going full throttle into advertising, he was handling one of the biggest heavy metal bands in the world. Because why not?

Neil French is the kind of legend who doesn’t just leave a mark—he leaves a crater.

He’s pissed people off, made jaws drop, and left the ad industry better (and bolder) than he found it.

Love him or hate him, you can’t deny his impact.

Here’s an article that’s curated some of his work.

*I won’t lie…

I didn’t read the full article.

The title alone shares the original author’s opinion of French. I’m just sharing it for the sake of Neil French’s work included in it.

What Kinda Brand Are You?

Building trust, loyalty, and authenticity with your audience is the holy grail for brands.

But let’s be real—it’s not as easy as slapping a logo on something and calling it a day. If it was, we’d all have the same number of commas in our account as Bezos does.

Brands need to dig deep, tap into psychology, and use brand archetypes to create something that sticks. Why?

Because people connect with characters and stories, not faceless companies.

Blame Carl Jung For This Shit

In the 1940s, Swiss psychologist Carl Jung dropped a major bomb on the world of human behavior with his archetypes.

These weren’t just personas people use to look cool on Instagram—these were deeply ingrained, subconscious blueprints.

Jung said archetypes are universal and eternal, transcending language and culture. We all instinctively recognize these personalities, whether it’s the Hero, the Rebel, or the Sage.

They shape our actions, desires, and motivations.

But wait, don’t confuse them with personas (aka masks we wear to impress). Archetypes are the real deal—hardwired into our DNA.

The 12 Archetypes

Now that Jung schooled us, let’s break down the 12 brand archetypes that you, as a brand, can use to build that bulletproof connection with your audience.

The Creator

The Creator is the visionary who’s obsessed with making things that last.

Non-conformists to the core, they push the boundaries of design and creativity. Brands like LEGO and Adobe are all about helping others unleash their inner creative genius.

The Sage

The Sage is the wise old mentor in every epic story. They don’t need the spotlight—they're busy digging for knowledge and spreading it. Think brands like Google or TED Talks, whose whole mission is to help you learn and grow.

The Caregiver

The Caregiver is your nurturing, protective mom who wants to take care of everyone. Compassionate to the max, Caregiver brands—like UNICEF and Johnson & Johnson—focus on helping the less fortunate and making the world a safer place.

The Innocent

The Innocent brand is pure, optimistic, and genuinely wants the world to be a happier place. They thrive on honesty and simplicity, like Dove and Coca-Cola. Their vibe? The glass is always half full.

The Jester

For the Jester, life’s too short to be serious. They want to make people laugh and lighten the mood. Brands like Skittles and Old Spice nail the fun-loving attitude, reminding us all not to take life too seriously.

The Magician

The Magician brand archetype is all about making the impossible possible. They’re dreamers who love to wow their audience. Think Disney or Dyson, brands that take you on a journey to places you never imagined.

The Ruler

The Ruler archetype craves power and control. They like to run the show, make the rules, and dominate the field. Rolex, Microsoft, and Hugo Boss fall into this category, exuding status and success.

The Hero

The Hero brand believes in making the world better—one challenge at a time. They inspire greatness through hard work and courage. Nike is a prime example, with a mantra that says, "Just Do It"—because you’re stronger than you think.

The Everyman

The Everyman is that brand you can have a beer with. No pretensions, no showboating—just real and relatable. Brands like IKEA and Levi’s thrive on being approachable and down-to-earth.

The Rebel

The Rebel’s mission? Disrupt the status quo, break the rules, and never follow the herd. These brands don’t care if you like them—they’re here for those who crave something different. Think Harley-Davidson, Diesel, or Red Bull. If it doesn’t challenge you, it doesn’t matter.

The Explorer

The Explorer brand is the adventurous spirit, always seeking new horizons and freedom. They’re not about conforming, but about discovery and self-expression. Jeep, The North Face, and Subaru are all about the journey over the destination.

The Lover

The Lover brand? It’s all about passion, desire, and connection. Whether it’s romance or indulgence, these brands aim to forge deep emotional bonds. Think Victoria’s Secret or Chanel—brands that sell more than products, they sell an experience.

Why Brand Archetypes Matter

Think of brand archetypes like the cast of a movie.

They’re characters we know and love, and they’ve been around since the beginning of time. Archetypes are hardwired into us, so when a brand aligns with one, we feel an immediate connection.

It’s the reason you keep reaching for the same brands, again and again—they “get” you on a deeper level.

When your brand aligns itself with the right archetype, you create emotional connections that last. It’s not about the product—it’s about what your brand stands for.

How to Nail Your Brand Archetype

Before you pick your archetype, figure out what your brand really stands for.

Who is your audience, and what do they care about? Ask yourself how people perceive your brand now, versus how you want them to see it.

Do some real talk with your customers, stakeholders, and team to see if there’s a gap between perception and reality.

Once you know who your audience is and how they see you, it’s time to pick your archetype. Ask your brand the tough questions:

• What are your core values?

• Which brands do you admire? (And which ones are your enemies?)

• How do you want to make people feel?

From there, you can start defining your brand’s personality.

And guess what? You can mix archetypes if it feels right. Maybe you’re a Rebel with a dash of Creator, or a Hero with a bit of Lover.

Whatever it is, it has to resonate with your audience on an emotional level.

Remember…

People love people, not brands.

Here’s my favorite article chalked full of examples, videos, fonts, and colors for all 12 archetypes.

Turn The Damn Lights On

Picture this: 20-year-old me, bloodied knuckles, face redder than a tomato, staring at the drywall I just punched the shit out of.

No, it’s not a dramatic scene from an action movie—just a day in my life as an entrepreneur who had just crashed, burned, and didn’t know how to show emotions in a healthy way (hey, thanks therapy).

Right after dropping out of Cal State Fullerton, I convinced my dad to fund a business venture. I’d handle the digital magic; he’d handle the cash.

Spoiler: It flopped. Big time. My baseball career was over, my dreams shattered, and all I had left was this entrepreneurial nightmare.

My brother? He just had his first 7-figure exit from his brand.

Me? I was stuck in failure-ville - flailing and sinking faster than DiCaprio on the Titanic.

None of my web pages converted, except for a pity purchase from my mom (you gotta love her).

So there I was, drowning my sorrows with beer (thanks, fake ID) and raging at my pathetic failures.

I punched a wall, and trust me, I almost broke my hand because my overly-emotional self couldn’t comprehend the idea of a wall stud at the time (this is way funnier 7+ years later…)

When I finally sobered up and revisited my ads, emails, and landing pages, I sent them to a friend who actually knew his stuff.

He took one look and dropped a truth bomb: “Turn damn lights on.”

I had no clue what he meant at first, but he explained: my headlines were terrible.

Step #1 was to fix them, or nothing else mattered.

If your headline sucks, you’re essentially trying to sell to a stranger in a pitch-black room. Not just creepy, but also a surefire way to fail.

The answer? Turn the damn lights on.

Bam! The lightbulb in my brain (and on the page) finally flickered to life. The new headlines worked like magic. And yes, I stopped punching walls too (mostly).

Now that business was a bad idea from the start and ultimately failed for so many reasons but it taught me the importance of copywriting in business.

Specifically… headlines.

Where Are They Now?

You’ve seen a zillion ways to learn copywriting, but let’s stick to some timeless truths about buyer psychology:

1. Emotions drive buys; logic backs them up.

2. Features inform, benefits sell.

3. FOMO and Herd Mentality create urgency.

4. You’re selling a status transformation, no matter the offer.

5. Consistency through the funnel is key.

Speaking of which, let’s talk about where your customer is now.

1. Where Are They Seeing This? 

Are they stumbling upon your headline via an ad, email, or landing page?

2. Where Are They Mentally? 

Are they aware of their problem, solution, or product? You need to meet them where they’re at, not where you wish they were.

Eugene Schwartz nailed it with his “level of awareness” stages. Here’s how it breaks down:

1. Unaware: They don’t even know they have a problem.

2. Problem Aware: They know their problem but not how to fix it.

3. Solution Aware: They know the problem and the solution but not your product.

4. Product Aware: They know your product is the solution but haven’t bought it.

5. Most Aware: They know your product is the solution and are just procrastinating.

For cold prospects, start with stages 1-3.

For landing pages, focus on stages 2-4.

For retargeting and follow-up emails, aim for stages 3-5.

Don’t Be Clever, Be Clear. But Also Be Creative.

Why do top copywriters rake in the big bucks? Because they get people to buy.

Simple as that. But you can’t sell anything if your page isn’t lit up like a Christmas tree.

Your goal is to grab attention in a world bombarded with 4,200+ ads a day. You’ve got to stand out. But don’t be so clever that your audience doesn’t get it.

David Ogilvy said, “If it doesn’t sell, it isn’t creative.”

Creativity means a punchy headline with curiosity and benefit wrapped into one.

Cleverness is like explaining an inside joke to someone who wasn’t there. Newsflash: "You had to be there" doesn’t cut it.

Clarity trumps cleverness—if your audience is bleeding, they want to know how to stop it, not hear 9 weird reasons why it’s happening.

What The Fuck Is In It For Me?

Your reader doesn’t care about your story.

They care about how you can make their life better. Your headline must scream: "Here’s how I’ll make your life easier, cooler, or richer."

The golden formula?

Interest = Curiosity + Benefit

For instance, “How To Make People Stand In Line And Beg You To Take Their Money!” hits all the sweet spots:

- Interest: Who wouldn’t want customers begging to give them money?

- Curiosity: How on earth do I do this?

- Benefit: I want that for myself!

Combine your insight into the customer’s stage with this formula, and you’ve got a winner.

Here are 13 other killer headline formulas to try:

1. How to [Achieve a Desired Outcome] 

 How To Ace Your Math Test

2. How to [Achieve a Desired Outcome] And [Achieve Other Desired Outcome] 

 How To Win Friends And Influence People

3. [No/Yes], You Don't Have To Do [Thing They Hate] To [Achieve Desired Result] 

 No, You Don't Have To Run To Get Skinny

4. [Case Study Example] Here's What Happened 

 I Ate Like The Rock For 7 Days. Here's What Happened

5. [XX] Ways To [Achieve an Outcome] FAST 

 8 Ways To Lose Thigh Fat FAST

6. The Ultimate Guide To [Desired Outcome] In [Time Frame] 

 The Ultimate Guide To Getting Shredded In 4 Weeks

7. Stop [Huge Fear]. Here’s How. 

 Stop Leaving Money On The Table. Here’s How.

8. [XX] Proven Ways To [Achieve Desired Outcome] 

 4 Proven Ways To Stick On The Keto Diet

9. [XX] Things I Learned Doing [Relevant Thing To Audience] That I Never Knew Before. 

 5 Things I Learned Stretching Before Working Out That I Never Knew Before

10. You Probably Won't [Simple Task] But You Should 

 You Probably Won't Read This. But You Should

11. [XX] Experts Reveal How To [Desired Outcome] 

 13 Doctors Reveal How To Avoid Heart Disease

12. Do You Know The [XX] Warning Signs Of [Deep Fear]? 

 Do You Know The 3 Warning Signs Of Glaucoma?

13. At Last! [Expert] Reveals How To [Achieve Desired Outcome] Without [Thing They Hate]! 

 At Last! Scientist Reveals How To Look Younger Without Spending Any Money On Overpriced Skin Products!

That’s the whole shtick.

Get to headlining.

NFL's Newest Billion-Dollar Rockstar: David Mulugheta

The 2024 NFL season is kicking off with a bang, but it’s not just the players on the field making headlines.

Enter David Mulugheta: the sports agent who's rewriting the rulebook—and not just because he’s had a colossal $1 billion in NFL contracts negotiated in a single year.

Yep, you read that right. This guy’s making it rain.

Scratch that, the dude is making it drizzle, rain, piss, storm, and hail in the last fiscal year.

According To Forbes (So Take It With A Grain Of Salt)

Mulugheta, 41, is the proud owner of a whopping $1.3 billion worth of contracts.

With 86 clients on his roster and as the president of team sports at Athletes First, he’s not just in the game; he’s changing it.

But don’t think this was some grandmaster plan from the start.

Originally, Mulugheta wasn’t eyeing the NFL. Nope, as a kid, he was more into the idea of becoming a hotshot entrepreneur or a corporate law superstar.

Football? Not so much. His knowledge of sports agents was on par with his knowledge of quantum physics—pretty much zero.

Fast forward to 2007, when Mulugheta dropped in on his best buddy, Texas running back Jamaal Charles, before the NFL draft. (Also, yes. Nooooot a bad friend to have.)

There, he rubbed elbows with Charles’ agent, Andrew Kessler, who was instantly wowed by Mulugheta’s charm, brains, and zest for life.

Kessler didn’t waste time and offered Mulugheta an internship at Athletes First.

Fast forward a bit more, and Mulugheta was a full-time agent.

Kessler sums him up perfectly: “Any good adjective you could think of for an agent,” he says. “He’s that guy—someone you genuinely enjoy being around but also deeply respect.”

The Guy That Gets Shit Done

So, what’s Mulugheta up to now? He’s got a client list that reads like a who's who of NFL stars: Micah Parsons, Budda Baker, Deshaun Watson, Michael Thomas, and Jalen Ramsey, who’s now the highest-paid cornerback in NFL history.

Ramsey’s Miami Dolphins deal? A jaw-dropping $72.3 million with an annual salary of $24.1 million.

Oh, and Ramsey isn’t the only one cashing in.

In May 2024, Antoine Winfield Jr. snagged the title of the highest-paid defensive back ever, thanks to a four-year, $84.1 million deal negotiated by none other than Mulugheta.

But wait, there’s more!

Mulugheta’s not just about stacking up accolades and making bank.

He’s deeply invested in paving the way for other Black professionals in sports agency. “A win for myself is a win for other African American agents,” he told the LA Times.

He’s breaking down barriers and proving that the old stereotype of the "gray-haired white guy" is as outdated as a dial-up connection.

Mulugheta’s Mission

To make sure that when a young Black agent walks into a room, they’re not automatically underestimated.

He’s not just setting records; he’s setting a new standard.

So, as the NFL season roars to life, remember: while the players might be scoring touchdowns, David Mulugheta is scoring major wins—both on and off the field.

Last Note: Social proof of results sells better than, quite literally, anything else.

Note that for your own products, services, and idea.

David doesn’t need any sales process at this point. Athletes are begging for his representation.

The point: Get ruthlessly fucking good at your “thing”.

Different creative pursuits call for different music to jam to. Here’s what I jammed to this week on The Vomp Playlist: