Weekly Round Up #106
Your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, and some pretty cool copy examples.
Welcome to the 106th edition of the Weekly Round-Up — your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, pretty cool copy examples, and much more!
In this week’s issue:
Copy Tip: The “Cross-Out Test” from Eddie Schleyner
Why Brands Should Stand Firm in Their Values Without Fear of the Backlash (via Marketing Dive)
7 Keys to Crafting Sustainability Stories (via Branding Strategy Insider)
My Best Frameworks for Product Marketing, Content Marketing, and Growth Marketing (via MKT1 Newsletter)
Podcast: Inclusion and Marketing - Up-level Your Buyer Personas to Convert More Customers
Copy Examples for Your Swipe File (Neutrogena, Huckberry, Lime)
Recent Job Openings
Copy Tip of the Week
This week’s tip is from the copywriting G.O.A.T. Eddie Schleyner. It was too good not to steal for here:
The “cross-out test” is a straightforward way to measure the quality of your advertising. There are three simple steps:
1/ Write your copy.
2/ Cross out any references to your company and its product.
3/ Write in the name of your competitor and their product.
If the copy still fits, you’ve a problem—and some editing to do…
You should work to come up with points the competition CANNOT say about their products.
This, in part, identifies a great conversion copywriter: the ability to create a compelling narrative that is also unique.
👉 If you don’t already, follow Eddie on LinkedIn and subscribe to his newsletter here.
Must-Read Articles
Why Brands Should Stand Firm in Their Values Without Fear of the Backlash (via Marketing Dive)
Why I recommend it 👉 Have you ever wondered what “sustainability” means for a brand? Or how they can demonstrate their other core values through their marketing efforts? That’s what this article is about. It’s about how to help your clients dig their heels in deep and remain uncompromising to the things that matter to them.
7 Keys to Crafting Sustainability Stories (via Branding Strategy Insider)
Why I recommend it 👉 If you read the above article, you have some idea where this is going. While the article from Marketing Dive gave you the WHY behind standing firm within your core values, this one tells you how. And these 7 keys can be applied to nearly any core brand value.
My Best Frameworks for Product Marketing, Content Marketing, and Growth Marketing (via MKT1 Newsletter)
Why I recommend it 👉 Aside from the title being SEO click-bait, the content’s actually fantastic. Consider this not just theoretical, but tactical. For those of us in the eCommerce world, the brand marketing section is more enlightening (but product marketing, too, if I were being honest). Bookmark this one!
You might also like:
INCLUSION AND MARKETING
Up-level Your Buyer Personas to Convert More Customers
🎧 Listen on iTunes | Listen on Spotify
Why I recommend it 👉 I’m just as bad about this as probably 85% of most marketers, but sometimes, my buyer personas are pretty generic. And a lot of them I see from clients we work with are too. I think when marketers move at such a rapid pace, it’s too easy to do.
But what Sonia Thompson suggests here isn’t to write entirely new buyer personas, but rather, expand them – add depth and texture that wouldn’t normally be there.
The question your prospective buyers are asking isn’t just “Is this the right product?” but “Is this the right product for someone like me?”
This is a short episode and totally worth the listen!
🔓 Want access to my entire swipe file database?
Subscribe here to unlock the magic link.Pretty Fly Copy
NEUTROGENA
Format: Video/Commercial
Why I like it 👉 The association at the very beginning followed by the pivot. Brilliant. That’s why I like it.
HUCKBERRY
Format: SMS
Why I like it 👉 When cramped for space (SMS copywriting), I love leveraging curiosity and leading the reader into the click. This is a shining example of how to do that well.
LIME
Format: Billboard
Spotted By: The Ads Professor
Why he likes it 👉 Lime didn’t just list tube lines; they replaced every one with their name during a London Underground strike. It’s a cheeky, timely hijack of public frustration.
Career Opportunities
These remote opportunities are updated every week with copywriting and marketing roles ambitious job-seekers should definitely apply for.
Freelance Senior Copywriter at LEVEL
📍Remote ℹ️ B2B 💸 $60 - $75/hr (USD)
Lead Marketing Copywriter at Lovevery
📍Remote ℹ️ B2C 💸 $75,000 - $110,000/yr (USD)
Copywriter, Growth Creative at Instacart
📍Remote ℹ️ B2C 💸 $90,000 - $120,000/yr (USD)
Brand Copywriter at Awe Inspired
📍Remote ℹ️ B2C/DTC 💸 Not Listed
Senior Content Strategist and Copywriter at Dropbox Writing Studio
📍Remote ℹ️ B2B 💸 $50 - $80/hr (USD)
That’s it for this week! If you have questions or comments — drop a note below.
✌️
Matt
Are you new here? Thinking about subscribing? Here’s what else you can expect.