Weekly Round Up #30
Your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, and some pretty cool copy examples.
Welcome to the 30th 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: 8 Compelling Ways to Write a Headline (via Eddie Schleyner)
Memorial Day Email Campaigns
9 Mistakes You’re Making with Your CPG Creatives
Why You Should Quit Traditional Buyer Personas.
Pretty Cool Copy Examples
Job Opportunities
Copy Tip of the Week
8 compelling ways to write a headline from Eddie Schleyner:
In no particular order ↴
𝟭/ Make it appeal to the senses, like this headline from the United Fruit Company:
“Tastes Like You Just Picked It!”
𝟮/ Make it a question, like this headline by copywriter, Gary Bencivenga:
“Has This Man Really Discovered the Secret of Inevitable Wealth?”
𝟯/ Make it inspirational, like this headline from Rolls Royce:
“To The Man Who Is Afraid To Let His Dreams Come True”
𝟰/ Make it dramatic, like this famous headline by copywriter, John Caples:
“They Laughed When I Sat Down At the Piano — But When I Started to Play!”
𝟱/ Make it metaphorical, like this headline from The Pears Soap Company:
“Banishes Acne!”
𝟲/ Make it inherently valuable, like this headline from Merrill Lynch:
“What Everybody Ought to Know About the Stock Market”
𝟳/ Make it address the prospect directly, like this headline from The Newspaper Institute of America:
“To People Who Want to Write But Can’t Get Started”
𝟴/ Make it hyperbolic, like this VeryGoodCopy headline:
“Don’t write another headline before reading this:”
Must-Read Articles
Memorial Day Email Campaigns (via Klaviyo)
Why I recommend it: Summer’s right around the corner! As you’re gearing up to strategize for May campaigns, don’t miss an opportunity to leverage Memorial Day as a pivot into the new season. Klaviyo shares 5 content strategy ideas (with 12 examples) to get your creative juices flowing.
CPG Creatives Not Converting? Read This. (via Fraser Cottrell)
Why I recommend it: Spending $40K/mo on ads but getting awful results? You could be making any one of these 9 mistakes Fraser writes about. Seven of the nine have everything to do with your messaging strategy.
Why I’m Quitting Traditional Buyer Personas (via Copyhackers)
Why I recommend it: When you’re working with a new client, you ask who their audience is. More often than not, they respond with a typical buyer persona. But as we all know, that’s not enough. There’s a better (customer-first) approach: Jobs to Be Done. “Writing with jobs forces you to put your customer’s needs, desires, motivations, struggles and circumstances first… before the product.” This is a lengthy read, but worth considering a shift in your approach to messaging that’ll stick with your readers!
Pretty Fly Copy
CARE/OF
Format: Email
Why I like it: This is a great example of how you can take an automated admin type of email and make it something special with nothing more than a shift to your subject line. It’s on-brand and relevant to what’s inside.
MINDJOURNAL
Format: Email
Why I like it: Awesome product feature email, that with a few slight changes, could also be a good landing page. For example, I feel like they introduce the name of the product a little late (below the fold), but… the rest of the email takes the reader on a journey – compare/contrast, social proof, core value prop, key benefits, CTA (add to cart).
OLUKAI
Format: Email
Why I like it: There are several things I appreciated about this email. 1) The headline was kinda fun; 2) the sentence of body copy reinforced the headline’s idea; 3) the GIF showcases the shoe’s versatility; and 4) the product showcase was cool with the rotating colors and social proof. For a brand wanting to send to a male/female audience without knowing how to segment the campaign send, it works.
IKEA
Format: Ad
Why I like it: A great find from Shlomo Genchin. Essentially, six words and an image do all the heavy lifting.
CHRYSLER
Format: Ad
Why I like it: Just because an ad is vintage doesn’t mean it’s not relevant. They showcase the product (a camper van) in a blank space, then use copy to tease the reader’s imagination. It’s all about encouraging possibilities.
PARKER
Format: Ad
Why I like it:Good ads help people easily make associations with things they already know, and this ad for a mechanical pencil does that well. But notice the copy and the graphics are dependent on one another to get the message across.
👀 SHOW ME YOUR FAVORITE ‘COPY’ FINDS:
You can email your favorite examples to matt[at]copywritercreative[dot]com by EOD every Friday and I’ll drop them in the following week’s round-up! Send a link and tell me what makes it great.
Job Features
+ Career Opportunities
These remote opportunities are updated every week with copywriting and marketing roles ambitious job-seekers should definitely apply for.
If you’d like to include a job listing, please email me here and include “Job Posting” in the subject line.
Email + SMS Strategist at Homestead
📍 Remote 💸 DOE
Marketing Copywriter at charity: water
📍 Remote 💸 Undisclosed
Senior Copywriter at Caraway Home
📍 Remote 💸 Undisclosed
Lifecycle & Retention Marketing Manager at Net32 Inc
📍 Remote 💸 $95,000 - $120,000
Lead Email Marketing Manager at Launch Potato
📍 Remote💸 $80,000 - $115,000
That’s it for this week! If you have questions or comments — drop a note below.
✌️
Matt
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