Weekly Round Up #65
Your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, and some pretty cool copy examples.
Welcome to the 65th 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: Commitment and Consistency Principle
From First Click to Loyal Customer: The Essential Consumer Lifecycle Marketing Guide (via Klaviyo)
WHY is Creative Diversity Important During Q4 (via Foxwell Digital)
How to Write Better Captions (via Rachel Karten)
PodcastVideo Pick of the Week: The Reason Your Audience Doesn’t Trust youPretty Cool Copy Examples
Job Opportunities
A Micro-Course for Copywriters
Yours truly is launching a FREE (for now) micro-course designed for those who want to transform their copy with a simple, principles-based approach to copywriting.
Seats are limited to the first 100 subscribers.
Copy Tip of the Week
Want your copy to connect with your audience and guide them toward action?
More than likely, your answer is “yes.”
If so, you’re already experiencing the magic of a strategy rooted in behavioral psychology 👉 leading with questions that make people agree.
If we say yes to something small, we’re more likely to say yes to something bigger that aligns with the first decision.
Psychologists call this the Commitment and Consistency Principle.
This principle is why starting copy with questions your reader will naturally agree with is one of the easiest ways to help them overcome objections and take action.
Here’s a 3-step snowball approach to doing this well:
1️⃣ Start Small: Open with a question that’s impossible for your audience to disagree with. Keep it broad but relevant to their goals or struggles.
2️⃣ Build Momentum: After that first "yes," guide them into another question that confirms they’re still on the right track.
3️⃣ Present your Solution: Now that they’ve mentally committed, introduce your product or service as the natural next step.
If you stack your cards right, you’ll get more people saying yes rather than no.
👉 Repost this tip here.
Must-Read Articles
From First Click to Loyal Customer: The Essential Consumer Lifecycle Marketing Guide (via Klaviyo)
Why I recommend it 👉 If you (or your client) just acquired a truckload of new customers during Black Friday, then you need to know how to connect with them, no matter where they are on their customer journey. That’s what lifecycle marketing (and this article) is all about. It even walks you through how to do it.
WHY is Creative Diversity Important During Q4 (via Foxwell Digital)
Why I recommend it 👉 This is a great take on why you should add variety to your ads, but one could also argue it applies to any marketing channel (yes, emails too). I like this line, which is a succinct answer to the question:
“Creative diversity allows brands to connect with customers in meaningful, personalized ways, building not only immediate sales but also long-term loyalty, as well as feeds the Meta algorithm so it can continually find and target more relevant potential customers for your brand.”
How to Write Better Captions (via Rachel Karten)
Why I recommend it 👉 This was a knowledge-bomb-packed micro interview with Arin Delaney and Madison Palasini who co-run a copywriting agency. Their approach to nailing copy (beyond captions, btw) is top-notch. There are several nuggets of wisdom worth jotting down 👀
REALLY GOOD EMAILS
[VIDEO] The Reason Your Audience Doesn’t Trust You
⏰ 32 minutes
Why I recommend it 👉 Building trust with your audience is essential for effective marketing (duh). To gain that trust, you should provide clear evidence of your claims and showcase testimonials or expert opinions. Additionally, educating your audience with helpful content can further demonstrate your commitment and credibility.
This is especially true in our space. In this talk (it’s a video!), Melanie Deziel shares 5 key claims brands make and some strategies you can use to prove them to be true for your audience (thereby, cultivating trust).
Pretty Fly Copy
🎉 NEW! NEW! NEW!
Below you’ll see me walking you through the copy examples in this week’s round up and telling you why I like them. The thumbnail-free versions are still below the video as well.
EAST FORK
Format: Email
Why I like it 👉 This is one of those anti-Black Friday campaigns but for a good cause. The subject line (”This is Not a Sale”) stood out like a sore thumb in my inbox. The GIF in the hero was compelling too (This is not a sale. > This is a story. > This is community. > This is resiliency. > This is for Western North Carolina.).
CASELY
Format: Email
Why I like it 👉 For starters, this campaign is proof your Black Friday offers don’t have to be complicated. This is genuinely (always) their biggest sale of the year, so the sub-headline isn’t a lie. But I appreciate how big, bold, and in-your-face the offer is. THAT’S THE IDEA, FAM. Keep it simple.
HOLLOW
Format: Email
Why I like it 👉 It’s a simple plain text campaign, but it’s highly personalized both from the sender (Zach) and to the reader. The message puts immediate context (freezing outside, snow) to the featured product (alpaca boot socks). The BF offer is secondary messaging, but more compelling as it affords the reader an opportunity to solve their discomfort.
TSURUYA
Format: Video Ad
Spotted by: Joy John
Why she likes it 👉 For this much powerful storytelling, I didn’t see the end coming. But was it effective in capturing attention and for memorability? Oh yes! How will I forget an ad that got men screaming, only to be advertising something so unusual… it simply tells you that no matter the circumstances, the product never fails.
HUCKBERRY
Format: SMS
Why I like it 👉 Dead simple. Met me where I was at (staring at an open browser window full of tabs). And because I’m prone to distraction, I clicked the link.
Career Opportunities
These remote opportunities are updated every week with copywriting and marketing roles ambitious job-seekers should definitely apply for.
Senior Copywriter (Brand Identity & Growth) at Guideline
📍Remote 💸 $147,500 - $188,000 (USD)
Senior Copywriter (US Markets, B2B) at Foundever
📍Remote 💸 $100,000 - $120,000 (USD)
Senior Copywriter at Tinuiti
📍Remote 💸 $72,000 - $82,000 (USD)
Resident Copywriter at MAS
📍Remote (Part-time) 💸 $21/hour (USD)
Copywriter at Whatnot
📍Remote (local LA, NYC, SF) 💸 $155,000 - $200,000 (USD) + benefits + equity
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.