Weekly Round Up #66
Your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, and some pretty cool copy examples.
Welcome to the 66th 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: Benefits of Benefits
7 Types of Demographic Segmentation (with Examples) (via Klaviyo)
Customer Retention = Meaningful, Long-term Relationships (via Customer IO)
Noticing (via Eddie Shleyner)
Podcast Pick of the Week: Unlocking Brand Potential Through Storytelling
Pretty Cool Copy Examples
Job Opportunities
A Micro-Course for Copywriters
Want to transform your copy with a simple, principles-based approach to copywriting?
👉 Join my new mini-course here! 👈
😱 Seats are limited to the first 100 subscribers.
🗓️ Launches Dec. 16.
Copy Tip of the Week
Write about the benefits of the benefits.
Today’s copy tip comes from Shlomo Genchin (via LinkedIn).
Here’s the “Benefit of the Benefit” prompt I shared at the Creatives & Conversions event. Let’s break it down:
🤓 Features = Technical
⚒️ Benefits = Practical
💙 Benefits of the Benefits = PersonalWhen making ads, I always consider all three.
So, I ask GPT to break it down into a table like this:
– PROMPT START –
Create a table of features, benefits, and benefits of the benefits for [Product/Brand].
Product Details: [Value prop and description].
Target Persona: [Describe your ideal user].
Features: Include specific facts that differentiate [Product/Brand].
Benefits: Explain how each feature positively impacts the user's work.
Benefits of the Benefits: Describe how each benefit enhances the user's life in a realistic, specific, and relatable situation, such as a particular time of day or task, showing how it brings convenience or improves productivity in their personal or work life. Mention the exact time of day.
Use a friendly and casual TOV.
– PROMPT END –
I love starting brainstorms with this one :)
Must-Read Articles
7 Types of Demographic Segmentation (with Examples) (via Klaviyo)
Why I recommend it 👉 We’ve been chatting a lot at Homestead about ramping up our segmentation strategy, particularly with copy. Demographic segmentation is a fantastic way to deliver personalized content. This article walks you through the advantages, disadvantages, and 7 ways you can leverage it in your email campaigns.
Customer Retention = Meaningful, Long-term Relationships (via Customer IO)
Why I recommend it 👉 You just acquired a bajillion new customers during your Black Friday Sale – now what? You start cultivating a retention strategy. This article shares effective strategies for onboarding, multi-channel messaging, and personal offers to help you keep people engaged and coming back for more, thereby reducing churn. Numbers 4-6 are key for DTC brands.
Noticing (via Eddie Shleyner)
Why I recommend it 👉 Yeah, yeah, yeah – I share a lot of what Eddie writes in these newsletters, but it’s because his insights are that good. More so, they’re principles-based in many ways, meaning their copywriting insights applicable to nearly any industry. I like what he says here:
“So, to be a good copywriter—and a creative person, in general—you must take your time. You must allow yourself to decelerate to the speed your work demands.”
THE FUTUR
Unlocking Brand Potential Through Storytelling
Listen on iTunes | Listen on Spotify
Why I recommend it 👉 Chris Do is a designer by trade, but he offers a lot of good advice to solopreneurs and other creators. This episode discussed the benefits of storytelling in your marketing. I liked this quote he shared: “A product without a story is a commodity. A product with a story is a brand.”
It’s a short episode (17 minutes) but has some good nuggets loaded into it. Give it a listen!
Pretty Fly Copy
OLIPOP
Format: Email
Why I like it 👉 All of Olipop’s BFCM/holiday emails featured the little yeti, which I thought was a brilliant way to tie the seasonality of all their campaigns together. But more so, I appreciated this angle for a consumer brand to take during the Black Friday craze and Giving Tuesday. Several brands took this messaging approach, but I enjoyed Olipop’s execution of it the most.
ORIGINAL GRAIN
Format: Email
Why I like it 👉 Original Grain’s marketing guy (Nate) sent this out on Monday ahead of Cyber Monday. I like that he said, “Our sale isn’t ending at midnight,” thereby avoiding the “sale extended” email junk. But he did indicate inventory was limited and included a screenshot from a text convo with his coworker indicating low inventory. Great way to add urgency.
BIRD BUDDY
Format: Instagram Ad
Why I like it 👉 Loved the hook – it was stupid simple. “I got my husband Bird Buddy for Christmas and this is what happened…”. Of course I’m going to keep watching (especially if I’m a bird person or know someone who is). I like too that the narrator’s voice is an older woman, which probably resonates with their target demographic. But it speaks about the features in a way that frames them as benefits, and like the copy tip above, the benefits of the benefits.
BUMBLE
Format: Billboard
Spotted by: Jo Bird (LinkedIn)
Why she likes it 👉 This cheeky Christmas campaign from last year popped back up on my radar and it really made me giggle. Mostly because I love how relatable the copywriting is. And how it makes singles the protagonist of the Christmas story, which feels refreshing. Also, I'm just a sucker for a pun and a simple layout.
Career Opportunities
These remote opportunities are updated every week with copywriting and marketing roles ambitious job-seekers should definitely apply for.
Copywriter (Contract) at NerdWallet
📍Remote 💸 $60/hr (USD)
Creative Copywriter at [Undisclosed Creative Agency]
📍Remote 💸 $300+/day (USD)
Copywriter (Contract) at NerdWallet
📍Remote 💸 $60/hr (USD)
Copywriter, Pet at Golden Hippo
📍Remote 💸 $70,000 - $73,000/yr (USD)
Email Marketing Manager at Cuyana
📍Remote 💸 $80,000 - $100,000/yr (USD)
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.