Weekly Round Up #4
Your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, and some pretty cool copy examples.
Welcome to the 4th edition of the Weekly Round-Up — your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, and some pretty cool copy examples.
Enough of that… LES’GO!
Copy Tip of the Week
Let’s talk about pattern interrupts.
A pattern interrupt is exactly what it sounds like – something that forces a person to change their typical way of thinking (or seeing).
Common in digital ads and those nifty little thumbnails in your YouTube feed, advertisers do their best to trigger a thumb stop juuuust long enough to get your attention and encourage you to take the next step.
👉 You can use pattern interrupts in copywriting too.
What are your readers used to reading and seeing in subject lines?
Break the pattern. (<–– unfortunately, this is why “Re:” SLs from DTC brands stand out)
What are they used to seeing when they open an email?
Break tHe pattern. (<–– work with a designer to accentuate messages in a new way)
What are they used to reading in a sales email?
Take them on a journey instead. (<–– because what if you didn’t promote a product, but told a story?)
What are they used to being asked to do?
[ Break the pattern ] (<–– what if your CTA button WASN’T a button??!?)
We could go on and on, but pattern interrupts are an effective way to switch things up, not only for your audience, but for the person writing the words too.
Must-Read Articles
A History of Email Marketing (via Alex S.)
Did you know the first email campaign was sent in 1978, or that the word “spam” didn’t enter the English vernacular (outside of that “food” product) until the 80s? This article was a worthwhile read for the email curious, and for the non-reading type, there’s even a cool infographic at the bottom.Direct Mail Marketing Strategy (via Klaviyo)
Does snail mail still work? Well, yeahhh — assuming USPS feels up to delivering mail in a timely manner (not my experience). But according to research, nearly 1 in 3 people are more likely to engage with a brand when they are ‘touched’ in multiple ways (a la omnichannel marketing). We’ve even seen some of our clients have moderate success with this. So how do you do it? Read on.The Ultimate List of 394 Email Spam Trigger Words to Avoid (via HubSpot)
Um… the headline speaks for itself. Bookmark this one, especially before you try doing something fancy with pattern interrupts.Full Marketing Funnel Guide for Home Goods Brand (via Klaviyo)
Buckle up for this one, folks — it’s a long read. But for those of us who work with home goods brands, it has some keen insights on building audiences, what to do in flows, how to optimize for retention, and more.
Pretty Fly Copy
Good copywriting is everywhere. Here are a few examples that grabbed my attention this week:
[EMAIL] Warby Parker
Liked this one as an example of ‘meeting the customer where they are’ and educating them. It’s also a great way to pitch a lesser-known service of theirs (eye exams).
[EMAIL] Okulai
This is a part of one of their flows (I bought some shoes from ‘em). But I thought it was a great example of a customer reviews feature with their best sellers. I like the design too.
[AD] Mini USA
Clever use of wordplay with their brand name while also highlighting a reason so many people buy minis — they’re ridiculously customizable. Also, EVs are all the rage right now, so… #relevant.
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.
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That’s it for this week! If you have questions or comments — drop a note below.
✌️
Matt
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