Weekly Round Up #92
Your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, and some pretty cool copy examples.
Welcome to the 92nd 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 Secret for Using Social Proof
Your Next Winning Ad is in Your Reviews (via Foxwell Digital)
IKEA Effect: How Co-Creation Builds Emotional Bonds Buyers Don’t Want to Break (via Choice Hacking)
Beating Burnout (via Harvard Business Review)
Godfather of AI: I Tried to Warn Them, But We’ve Already Lost Control! Geoffrey Hinton (Podcast Pick)
Copy Examples for Your Swipe File
Job Openings
Copy Tip of the Week
Most copywriters think testimonials work because "people copy what others do."
But that's surface-level thinking.
The real power of social proof runs much deeper – it's rooted in survival psychology.
For thousands of years, being accepted by your tribe meant the difference between life and death.
Humans who could quickly identify "safe" choices by watching others survived. Those who couldn't... didn't.
Your brain still operates with this ancient wiring.
When someone reads "Sarah from Portland says this product changed her life," they're not just thinking "other people like this."
Their subconscious is asking: "Is this person like me? Are they part of my tribe? If they succeeded, will I?"
This is why generic testimonials fail:
❌ "Great product! - John D."
❌ "Five stars! Highly recommend!"
❌ "Amazing results!"
And why specific social proof converts:
✅ "As a working mom with two kids under 5, I never had time for skincare routines. This 30-second serum gave me my confidence back." - Jennifer, Austin
The second example triggers tribal recognition.
Working moms reading this think "She's like me. She faced my exact problem. Her solution could be my solution."
→ Similarity bias: We trust people who seem like us
→ Specificity signals truth: Vague praise feels fake
→ Problem-solution mapping: Detailed testimonials show relevance
Your customers aren't just buying your product. They're buying into the identity of someone who uses your product.
(Read that last sentence again!)
Make your social proof about identity, not just satisfaction.
Show your prospects who they'll become, not just what they'll get.
👉 Click here to give this post a thumbs up on LinkedIn!
Must-Read Articles
Your Next Winning Ad is in Your Reviews (via Foxwell Digital)
Why I recommend it 👉 If you write ads or work in eCommerce, this article is worth your time. It shows how to turn customer reviews into high-performing ad copy by pulling out real emotions, objections, and results. You'll learn a simple system to organize these insights and turn them into ad angles that actually convert.
IKEA Effect: How Co-Creation Builds Emotional Bonds Buyers Don’t Want to Break (via Choice Hacking)
Why I recommend it 👉 You’ve got to read this one… it breaks down the IKEA Effect and how people value things more when they help create them. It gave me some great ideas for using small moments of co-creation to build stronger emotional connections and increase customer loyalty. Super simple, but really effective.
Beating Burnout (via Harvard Business Review)
Why I recommend it 👉 If you’re feeling stretched thin, this HBR article is worth a read. It shares simple ways to restore your energy through better sleep, nutrition, and focus. It also introduces the idea of job crafting, where small shifts in how you work can help you feel more energized and aligned. I came away with a solid framework to protect my well-being and stay engaged in my work.
You Might Also Like:
DIARY OF A CEO
Godfather of AI: I Tried to Warn Them, But We’ve Already Lost Control! Geoffrey Hinton
Listen on iTunes | Listen on Spotify
Why I recommend it 👉 I actually wrestled with whether or not to drop this recommendation in today’s round up. But I think it’s necessary. While it feels a bit alarmist in nature, the fact that someone so intimately connected to AI’s emergence is driven to warn others about the dangers of AI – I feel like it’s worth listening to, yeah?
A few things that stood out to me:
The role capitalism plays in AI adoption/integration
Safety concerns around the lack of regulation of AI
We need a shared definition of “consciousness” and “what it means to be human”
I should really become a plumber
🔓 Want access to my entire swipe file database?
Subscribe here to unlock the magic link.Pretty Fly Copy
PATH PROJECTS
Format: Email
Why I like it 👉 Running in the summer is… hot. This campaign is built for summer races and features a product line-up that combats the challenges associated with summer races. I also really liked the CTA in the hero (”Keep Your Edge”).
LIQUID DEATH
Format: Ad
Spotted by: Sarah Levinger
Why I like it 👉 Really though, what’s not to like? Just sad I didn’t come up with it.
BELLROY
Format: Email
Why I like it 👉 Liked the headlines + sub-headlines in particular. Feature > Benefit, Feature > Benefit. What would I change? In my opinion, it’s an unnecessarily long email.
Career Opportunities
These remote opportunities are updated every week with copywriting and marketing roles ambitious job-seekers should definitely apply for.
Marketing Director at BelliWelli
📍Remote ℹ️ DTC 💸 Not listed
Senior Performance Copywriter at SimplePractice
📍Remote ℹ️ B2SMB/SaaS 💸 $94,000 - $118,000/yr (USD)
Direct Response Copywriter at RYZE
📍Remote ℹ️ DTC 💸 Not listed
Email Marketing Copywriter at CrucialPoint
📍Remote ℹ️ DTC/B2C 💸 $20 - $30/hr (USD)
Copywriter at Content Specialist at Tucows
📍Remote ℹ️ B2C 💸 $58,000 - $69,000/yr (USD)
That’s it for this week! If you have questions or comments — drop a note below.
✌️
Matt
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Thanks for the shout out on my Choice Hacking article :) Glad you enjoyed it.