Weekly Round Up #130
Your once-a-week digest filled with copywriting insights, AI tips, must-read articles, pretty cool copy examples, and much more!
Welcome to the 130th edition of the Weekly Round-Up — your once-a-week digest filled with copywriting insights, AI tips, must-read articles, pretty cool copy examples, and more!
In this week’s issue:
Copy Tip: An email is not a landing page. ****
AI Tip: Revisit your Project system prompt quarterly.
The human-centered approach to AI adoption (via ActionRocket)
Marketing measurement is breaking under its own complexity (via MarTech)
The Psychology Behind Headlines That Make Customers Click: Understanding the Science of Attention (via The Copy Minimalist)
Podcast Pick: The Anatomy of a High-Converting Listicle
Swipe File Additions
Job Opportunities
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Copy Tip of the Week
An email is not a landing page.
They’re not the same job, they don’t follow the same rules, and when you write them like they are, both suffer.
A landing page has one job: close. It gets a focused, distraction-free environment and has room to handle objections, build proof, and walk someone all the way to a decision.
An email has a different job: earn the click.
That’s it.
Get them curious enough, interested enough, or compelled enough to want more — then get out of the way.
When you try to do the landing page’s job inside the email, you end up with something too long to read and not focused enough to convert. You’ve explained everything, so now there’s no reason to click. And you’ve buried the CTA somewhere after three scrolls.
Write the email to earn the click. Let the landing page do the closing.
Two jobs. Two pieces of copy.
Don’t make one do both.
AI Insight of the Week
Revisit your Project system prompt quarterly. Your standards evolve, so your Project should too.
Most people set up a Project system prompt once and never touch it again.
But your taste has sharpened, your audience understanding has deepened, and you’ve learned what Claude does well in this context and where it keeps missing.
None of that is reflected in a system prompt you wrote on day one.
A quarterly revisit doesn’t have to be a rebuild. Usually it’s smaller than that — tightening a constraint that’s been producing mediocre outputs, adding an example of a recent piece you’re proud of, or removing a rule that made sense then but doesn’t now.
Think of it like a performance review. Not for Claude, but for the brief you gave it.
Must-Read Articles
The human-centred approach to AI adoption (via Action Rocket)
Why I recommend it: ActionRocket didn’t start their AI rollout by asking “where can we use AI?” — they started by asking “what slows people down?” The result: automations nobody misses, copywriters who own more of the work that matters, and the irony that adding technology made the agency more human, not less.
Marketing measurement is breaking under its own complexity (via MarTech)
Why I recommend it: The average marketing team uses six different tools to measure performance — and only 18% say they can clearly see what’s working. More data didn’t solve the problem, it deepened it: every channel tells a different story, and the tools built to connect them are the least commonly used ones in the stack.
The Psychology Behind Headlines That Make Customers Click: Understanding the Science of Attention (via The Copy Minimalist)
Why I recommend it: Your brain makes engagement decisions in 50 milliseconds — long before rational thought kicks in. This deep dive covers the five psychological triggers behind every headline worth clicking: novelty, loss aversion, curiosity gaps, pattern disruption, and emotional priming. Plus a practical framework for knowing which trigger to pull based on where your customer is in their journey.
You Should Read This Too:
Principles Over Pressure: Sticking To Your Values During Mid-Year Sales Pushes
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The Anatomy of a High-Converting Listicle
🎧 Listen on iTunes | Listen on Spotify
Why I recommend it: A “10 reasons why” listicle converts at 6-7% versus 1-1.5% on a standard product page, because it qualifies traffic without directly selling. Nick Sharma walks through real listicle teardowns — the two-layer-deep angle trick (”for people who drink regularly,” not just “for everyone”), why mobile-first wireframing beats designing for desktop, and where AI actually helps versus where it just produces slop.
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MATT FROEHLICH
Format: LinkedIn
Why I like it: My former coworker is a BIG sports guy (and a wildly talented growth strategist for DTC brands). Thought this was a creative way to announce his impending availability in the job market. (And if you’re hiring, he’s a catch).
HUCKBERRY
Format: Email
Why I like it: If you’re looking for a way to increase AOV (average order volume), featuring products that go well together in an email are a great way to do that. Huckberry’s also done “capsule” emails in the past, which is fantastic for apparel brands.
PAYA
Format: Email
Why I like it: Great example of a problem/agitation/solution at play for a skincare brand.
Classifieds
Job Opportunities
Email Copywriter (Agency)
RemoteCopywriter (Astrally)
Remote
That’s it for this week! If you have questions or comments — drop a note below.
✌️
Matt
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