Weekly Round Up #97
Your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, and some pretty cool copy examples.
Welcome to the 97th 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: Use stories to make your point
It’s Time to Ditch Discipline (via Around the Bonfire)
How to Make Competitors Look Like Aliens (via Marketing Ideas by Tom Orbach)
Q2 2025 Email Patterns, Trends, and Outliers (via Really Good Emails)
Ew, Feelings: 7 emotional triggers that drive users to take action (Podcast Pick)
Copy Examples for Your Swipe File
Job Openings
Copy Tip of the Week
This week’s copy tip comes from Grace Baldwin (subscribe to her newsletter here):
Copywriting 101 says to use “You” as often as you possibly can on a page.
Here’s why you might want to ignore that advice 👇
Most copywriters will tell you to take a sentence like “Customers will receive a free month if they pay annually” with something like “You’ll get a free month if you pay one year up front.”
But using “You” is a really direct way of speaking to someone — which isn’t a great strategy for a lot of brands.
For example, a few years ago I helped a B2B financial services platform with their positioning and brand voice.
Ultimately, they wanted to come off as:
🧑🏫 Experienced
🍷 Prestigious
🔒 Trustworthy
They knew that their target audience needed to trust them completely — so they didn’t want to come off as some slick Silicon Valley-type of startup that might fly a little too close to the sun for comfort.
Instead, they needed a voice that
✅ Reflected their 30+ years of experience in the industry
💰 Demonstrated their financial stability (they built the product themselves after seeing an opportunity within their existing, non-SaaS market)
🙂 Radiated trust and compassion
On the page, that meant using language like:
“Instead of signing a lengthy agreement, we’ve made it simple to get started.”
and
“Filled with features that guarantee security and maintain code quality.”
We did us “you” a lot, but the word was often buried in sentences:
“If something happens and you need to cancel your plan, you’ll receive a pro-rated credit on your account that you can use towards your next agreement.“
The language itself was customer-centric. But we made intentional choices to increase the complexity, use longer sentences, and focus on a “feeling” rather than a hard-and-fast rule.
So sure, we could have made the language snappier…
We could have used more direct sentence structures…
We could have simplified the word choice and cadence to be easier to read…
….but that wouldn’t have made sense for this client’s brand. ✨
And this ☝️ is why you need a brand strategy, not just a messaging one.
Because when someone reads your website, the words and style do more than just tell them about your features and benefits…
…it also helps them understand why they should trust you on a deeper, emotional level.
Your method of presentation matters — and being intentional with it can make your marketing efforts resonate a helluva lot more. 🚀
Must-Read Articles
Psychology of Conversion (The Perspective)
Why I recommend it 👉 This is a quick read, but at the same time, applicable advice for those who want to use human psychology to make their marketing efforts more effective. It’s not about manipulation as much as it’s about ensuring you cross the right person with the right message at the right time.
The 2025 Trend You Can’t Afford to Ignore (via Vizit)
Why I recommend it 👉 I’ll be honest, I never thought of “sensory marketing” as something worth pursuing, particularly as a copywriter. But I think it’s something worth considering, especially when it comes to making your message work more collaboratively with design. How can visuals reinforce what I have to say? How can I align them with a sensory experience? It’s a weird thing to think about, especially if you’re promoting something like cardboard boxes, but not impossible to attempt either.
Where Models’ Eyes Should Look in Ads (via Science Says)
Why I recommend it 👉 This one’s for all my designer friends. When you’re combing through a client’s catalog of lifestyle images and photo assets, the pics you choose could increase an ad’s or email’s effectiveness by as much as 30%. So what’s the trick? Read it here.
You also need to read this:
LIMITED SUPPLY
What Your Landing Page is Doing Wrong
📺 Watch on YouTube (Recommended)
🎧 Listen on iTunes | Listen on Spotify
Why I recommend it 👉 Loved this episode of Limited Supply! Nik Sharma breaks down landing pages in real time and makes recommendations for copy/design tweaks to maximize their impact. I highly recommend you WATCH this one on YouTube. But if you can only listen, it’s still valuable insight.
🔓 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 👉 A great pre-sale email for VIPs giving them early access. Specifically, I love the CTA in the hero (”Use Your Early Access”)
DOUBLE WOOD
Format: Email
Why I like it 👉 Not only is this a great way to collect zero-party data, it’s also a great way to frame a wide range of benefits embedded in your product catalog.
GOOSEBERRY INTIMATES
Format: Email
Why I like it 👉 I’ve seen these “forecast” style of emails before and always thought they were fun. This was a great way to feature a ton of swimwear products. But it’s also a good use of a pattern interrupt. 99% of iPhone users recognize the hero image/layout.
Career Opportunities
These remote opportunities are updated every week with copywriting and marketing roles ambitious job-seekers should definitely apply for.
Senior Copywriter at Grove Collaborative
📍Remote ℹ️ B2C 💸 $110,000 - $135,000/yr (USD)
Contract Copywriter, Ezra at Function Health
📍Remote ℹ️ B2C 💸 $60 - $70/hr (USD)
Product Marketing Copywriter at Stripe
📍Remote ℹ️ Fintech 💸 $138,000 - $207,000/yr (USD)
Copywriter at Creative People
📍Remote ℹ️ B2C/DTC 💸 $90,000 - $100,000/yr (USD)
Senior Copywriter at Engine
📍Remote ℹ️ B2B/B2C 💸 $120,000 - $150,000/yr (USD)
That’s it for this week! If you have questions or comments — drop a note below.
✌️
Matt
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