Weekly Round Up #87
Your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, and some pretty cool copy examples.
Welcome to the 87th 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: Stories + Neuroscience = Marketing Magic
Advertising Works By Changing Reference Points (via Branding Strategy Insider)
How Does Gen Z Shop in 2025 (via Stacked Marketer)
The Micro-Promise Framework (via The Playbook)
Finding Better Persuasive Insights with Sarah Levinger (Podcast Pick)
Copy Examples for Your Swipe File
Job Openings
Copy Tip of the Week
Your brain doesn't fully distinguish between reading about an experience and actually having it.
This isn't just copywriting theory—it's neuroscience.
When you read about someone biting into a juicy apple, your brain activates the same motor and sensory neurons that would fire if YOU were taking that bite. These "mirror neurons" create a neurological bridge between observer and participant.
This is why storytelling isn't just "nice to have" in your copy—it's fundamental:
Stories bypass logical resistance
They create visceral, embodied responses
They let customers "pre-experience" the transformation you're offering
The most effective copy doesn't tell people about a solution—it lets them FEEL it through story.
But with great power comes responsibility. As marketers, we have a choice:
Use storytelling to manipulate by triggering fear and insecurity
OR use it to illuminate genuine paths to transformation
Choose the latter. Your customers (and your mirror neurons) will thank you.
👉 Click here to give this post a thumbs up on LinkedIn!
Must-Read Articles
Advertising Works By Changing Reference Points (via Branding Strategy Insider)
Why I recommend it 👉 This was so good, I read it twice. Here’s a snippet which will hopefully encourage you to read the whole article:
Ads work by changing reference points. This is why marketing is inherently aspirational. Marketing is about showing consumers something better, something to aspire to. Marketers offer consumers new reference points, which changes how people perceive their current situations.
How Does Gen Z Shop in 2025 (via Stacked Marketer)
Why I recommend it 👉 If you work with a brand (or are a brand) that markets in any way to consumers who identify as Zoomers, you should definitely read this. What stood out to me? Gen Z’ers prefer real people over anything AI, and more telling, tend to be more visual than word-driven. Sad news for copywriters who don’t do script writing. (Related article about Gen Z at work)
The Micro-Promise Framework (via The Playbook)
Why I recommend it 👉 I like this idea of “micro-debts” and “micro-deposits.” Each message you send someone – whether via email, SMS, or otherwise – gives or takes away. The goal with any great marketing effort is to never go into the negative, but more importantly, to give more than you take away. The Playbook’s SMS examples here are fantastic strategies worth replicating.
You Might Also Like:
The Science of Storytelling: Why Your Brain Can't Tell the Difference
Ever notice how you physically tense up during a movie chase scene? Or how you can almost taste a dessert being described in a novel?
THE COPYWRITER CLUB
Finding Better Persuasive Insights with Sarah Levinger
Listen on Spotify | Listen on iTunes
Why I recommend it 👉 This episode is gold for any copywriter or marketer who wants to go beyond surface-level research. Sarah Levinger shares how to uncover deep emotional and identity-driven insights that actually move the needle. You’ll learn how to use AI as a thinking partner (not a shortcut), spot trends before they break, and craft messaging that resonates on a human level. If you want your copy to connect and convert, don’t skip this.
🔓 Want access to my entire swipe file database?
Subscribe here to unlock the magic link.Pretty Fly Copy
STOPBOX
Format: Email
Why I like it 👉 This was a great example of a benefits/value-packed email. It’s written for the person who knows about this product, reinforces the product’s main benefits (features-wise and solutions-wise), and provides a killer offer to boot (no pun intended).
UPROOT
Format: Email
Why I like it 👉 An offensive, scroll-stopping, truth-telling subject line. Body copy that drives the point home. Name-dropping a product that makes the subject line a non-issue. Fantastically done.
VIVA NATURALS
Format: Email
Why I like it 👉 What a great hero! Best part? It all points to one product.
CHEWY
Format: Email
Why I like it 👉 All of Chewy’s flow emails are great (including their subscription reminders). They’re dead simple (usually a headline and sub-headline with a dynamic product block). But their team always finds a way to work pet-lingo into them.
Career Opportunities
These remote opportunities are updated every week with copywriting and marketing roles ambitious job-seekers should definitely apply for.
Copywriter at Golden Hippo
📍Remote ℹ️ DTC/Pet Niche 💸 $70,000 - $73,000 (USD)
Lead Creative Copywriter at Sedgwick
📍Remote ℹ️ Insurance 💸 Undisclosed
Copywriter at Onnit
📍Remote ℹ️ DTC/Supplements 💸 Undisclosed
Freelance Copywriter at Marks
📍Remote ℹ️ Agency 💸 $35 - $40/hr (USD)
Writer/Editor at The Nature Conservancy
📍Remote ℹ️ Non-profit 💸 $51 - $57/hr (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.