Weekly Round Up #36
Your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, and some pretty cool copy examples.
Welcome to the 36th 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 Headline Mullet
SMS Marketing Best Practices (13 Tips)
Situational Segmentation
How Crafty Marketers Use Buying Triggers
Pretty Cool Copy Examples
Job Opportunities
Copy Tip of the Week
The Headline Mullet (via Dan Nelken)
How to add some fun to a line that might have otherwise been straight and lame.
I’ve named this technique, The Mullet, because you get the business message up front and then party in the back half of the line.
I’ve also heard it called, The Smile. You get the straighter, harder-working business message out front, then add a smile.
It’s a great one for conservative clients or conservative messaging. You cover off the essentials in the first half of the line and earn a longer leash to play in the second half.
Want some examples? Click here.
Must-Read Articles
SMS Marketing Best Practices: 13 Tips from the Experts (via Klaviyo)
Why I recommend it: Writing copy for SMS messages can be tricky to say the least. You have a limited amount of time and space to get your message across to your customer. In that case, it means you have to be adept at getting to the point quickly but while also staying on brand. Enter Klaviyo with all the top tips to maximize your SMS marketing strategy, including a special appearance from none other than Homestead’s own Jacob Sappington the Great (I added that last part).
Situational Segmentation: The Missing Link in Customer Persona Work? (via HTC)
Why I recommend it: Customer personas are the big thing for numerous marketers, but what if they’re going buh-bye? There’s a new(ly) (re)branded cat on the market called “Situational Segmentation.” Here’s a snippet about the benefit: “By understanding the various scenarios in which customers interact with their products or services, businesses can enhance the relevance and effectiveness of their marketing efforts, ultimately fostering stronger customer relationships and driving sustainable growth.” Intrigued? Read on.
How Crafty Marketers Use Buying Triggers to Outsmart Their Competition (via Customer Camp)
Why I recommend it: Think back to the last thing you bought online. Chances are you didn’t buy it on a whim. Instead, something triggered you into buying. That’s what this whole article is about – the “triggering events” that drive people to purchase. They even include a real-life DTC example as a case study (in that, this actually works).
Pretty Fly Copy
UPROOT (PART 1, PART 2)
Format: Email
Why I like it: This is an example of how two separate campaigns can work well together. The first (part 1) email’s subject line, while a little spammy, definitely drives the click to open, especially since it’s from a brand the reader trusts. It announces the sale in a brand-centric fashion. The second (part 2) is just a reminder of the sale, but continues the narrative from part 1. Well-played, Bailey.
ANA LUISA
Format: Email
Why I like it: There are two things I appreciate about this email in particular: 1) the urgency. “Limited stock,” “Selling fast,” and “Running Really Low” all drive home the need to buy now. And 2) I love how the hero image breaks the fourth-wall. You almost never see that in an DTC email!
BIRDDOGS
Format: Email
Why I like it: Just subscribed to these guys’ email list and lemme tell you – they’re hilarious. This is a fantastic back-in-stock email. They created a fictional narrative around another well-known narrative that incorporated their product. The comic book style was a great touch.
SNOWBIRD
Format: Ad
Why I like it: Who said customer reviews always had to be positive? Sometimes, you can leverage the 1-star reviews to your advantage, especially if they’re advertising to your primary audience. Snowbird Ski Resort knows who hits their slopes, and this review “Too Advanced” will get their attention ASAP.
FISHER INVESTMENTS
Format: LinkedIn Ad
Why I like it: Why did I get served this ad? NO IDEA. But it would certainly appeal to someone in my parents’ generation who has a traditional 401(K) and is considering retirement. The headline is great though. It follows a proven headline structure: ## Ways to [Goal].
HUCKBERRY
Format: Instagram Ad
Why I like it:This ad is a blend of desire, social proof, and urgency. How? First of all, this ad launched right as things started heating up in the USA and dudes start slipping on shorts (cue desire). Second, they’re ‘restocked’ and ‘sell out every year’ (cue social proof). And third, ‘snag ‘em quick – they sell out every year’ once again reinforces the urgency.
👀 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.
Senior Copywriter at Alma
📍 Remote 💸 $100,000 - $125,000/yr (USD)
Director of Content Marketing at Directive
📍 Remote 💸 $70,000/yr (USD)
Marketing Director at Designerie
📍 Remote 💸 $75 - $115/hr (USD)
Senior Copywriter at Executive Presence
📍 Remote 💸 $70,000/yr (USD)
DTC Direct Response Copywriter at ColdBru Digital
📍 Remote💸 Undisclosed (P/T)
That’s it for this week! If you have questions or comments — drop a note below.
✌️
Matt
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Love the Snowbird example! Reminds me of Dominos Pizza’s campaign about a decade ago where they intentionally highlighted bad reviews (and how they responded to them)