Weekly Round Up #98
Your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, and some pretty cool copy examples.
Welcome to the 98th 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: Trust Numbers, Not Adjectives
Controversial Copywriting: When Brands Get It Wrong (via Copywriter Collective)
Email Clicks to Cheaper Ad Costs (via The Playbook)
Fix your 'Gobbledy': the power of positioning in messaging (via Really Good Emails)
The Truth About the Attention Crisis w/ Daniel Immerwahr (Podcast Pick)
Copy Examples for Your Swipe File
Job Openings
Copy Tip of the Week
Your brain trusts numbers more than adjectives.
And there's a biological reason for it.
When you read "amazing results," your brain's bullshit detector immediately activates. It starts scanning for deception, evaluating credibility, questioning motives.
But when you read "reduced customer complaints by 37% in 6 weeks," something different happens.
Your brain shifts from evaluation mode to visualization mode.
It starts constructing a mental model of what that actually means.
This is why specific claims outperform vague promises:
❌ "Revolutionary new approach to email marketing"
✅ "Sent 40% fewer emails, generated 23% more revenue"
The first triggers skepticism. The second triggers curiosity.
👉 Specificity isn't just about adding numbers. It's about matching the level of detail your audience uses to think about their problem.
"Save time" means nothing to a busy parent. "Get 90 minutes back every Sunday for meal prep" connects with their actual experience.
Claude Hopkins knew this a century ago.
He didn't say Schlitz beer was "pure." He described the 50-foot deep wells, the plate glass rooms, the beer cooled in filtered air. He painted a picture so specific that readers could see the purity.
Hopkins understood that the brain processes specific details as evidence, while it processes superlatives as opinion.
🧠 Your brain has evolved to detect and remember specific, concrete information because it's more likely to be true and useful for survival.
Vague claims trigger what researchers call "processing disfluency" – your brain has to work harder to extract meaning, which increases skepticism.
Specific claims create "processing fluency" – they're easier to mentally simulate, which makes them feel more truthful.
The most believable specificity patterns:
→ Odd numbers (37% feels more real than 40%)
→ Specific timeframes (6 weeks, not "quickly")
→ Concrete comparisons ("fits in your pocket" not "compact")
→ Measurable outcomes (3 new clients, not "more business")
Replace every superlative with a specific.
Don't tell me it's fast. Tell me it takes 4 minutes. Don't tell me it's popular. Tell me 1,847 companies use it. Don't tell me it works. Show me exactly what changed.
Your reader's brain doesn't trust "amazing." It trusts what it can picture.
Must-Read Articles
Controversial Copywriting: When Brands Get It Wrong (via Copywriter Collective)
Why I recommend it 👉 Yes, this is quite different than what I’d normally recommend. While it reads like an opinion piece in some ways, it raises a valid argument about the moral/ethical responsibility copywriters and marketers have. Here’s a snippet worth reading:
Just because controversial copy gets attention doesn’t mean it’s smart. Or responsible. Or ethical. If your marketing campaign strategy relies on ignorance, appropriation, or provocation to go viral, then the brand isn’t just out of touch, it’s the problem.
Copywriters, marketers, and creative leads must remember their responsibility. It’s not enough to sell a product or service; they must consider the historical weight and emotional resonance their language carries. When brands prioritise clicks over conscience, they lose credibility. To build trust with diverse groups of people, they need to listen, diversify their teams, consult with affected communities, and reframe their objectives from “go viral” to “do better.”
Email Clicks to Cheaper Ad Costs (via The Playbook)
Why I recommend it 👉 Retention and acquisition teams should work together to accomplish their goals. It’s something we’re all about at Homestead specifically. This strategy from the team at The Playbook uses “signal stacking” to hyper-target high-intent customers. Try it out!
Fix your 'Gobbledy': the power of positioning in messaging (via Really Good Emails)
Why I recommend it 👉 This is a masterclass in cutting through jargon so your audience actually cares what you're writing about. Jared Blank breaks down how brands can turn plain, human language into a competitive edge. If you write in eComm or retention, this is your reminder that clarity and empathy aren’t just nice, they’re what make your copy convert.
You also need to read this:
Rethinking
The Truth About the Attention Crisis w/ Daniel Immerwahr
🎧 Listen on iTunes | Listen on Spotify
Why I recommend it 👉 This episode flips the “short attention span” myth on its head. Historian Daniel Immerwahr argues the real question isn’t if people can focus, but what they choose to focus on. As marketers, that’s our playing field. If you’ve ever blamed shrinking attention spans for weak engagement, this will make you rethink (and sharpen) your messaging.
🔓 Want access to my entire swipe file database?
Subscribe here to unlock the magic link.Pretty Fly Copy
THE ORIGINAL TAMALE CO
Format: Video Ad
Spotted By: Josh Moore (LinkedIn)
Why he likes it 👉 This has to be one of the best ads I’ve seen for a long time. Genuinely had me hooked 😅
KFC
Format: Static Ad
Spotted By: Devin Owens (LinkedIn)
Why she likes it 👉 Take KFC’s recent post announcing the return of potato wedges (I had no idea people missed them that much! 🤣). It wasn’t full of corporate-speak. It didn’t “optimize messaging for engagement.” It simply connected with people — in a voice they actually want to read, or at the very least, find funny. So much of what works in marketing today works because… (read more)
PURESPORT
Format: Static Ad
Spotted By: Will Channell (LinkedIn)
Why he likes it 👉 [Labeling negatives] is a clever psychological move – address the elephant in the room before it introduces itself, and you’ve killed the weed before it’s had a chance to take root. Granted, the body copy could be tighter, but the headline stopped me.
HUCKBERRY
Format: Email
Why I like it 👉 This is a BROWSE ABANDONMENT email. It reads like a campaign (which makes me think it used to be one). But I looked at a pair of Flint and Tinder denim jeans. I thought to myself: I wonder how well these are made… then closed my browser. The next day? I get this bad boy. Talk about right message, right person, right time.
Career Opportunities
These remote opportunities are updated every week with copywriting and marketing roles ambitious job-seekers should definitely apply for.
Copywriter at Donut Studios
📍Remote ℹ️ Agency 💸 $30/hr (USD)
Freelance Marketing Copywriter at Eight Sleep
📍Remote ℹ️ B2C 💸 Not Listed
Content Writer at Propel, Inc.
📍Remote ℹ️ Fintech 💸 $75,000 - $282,000/yr (USD)
Senior UX Copywriter at Ledger Bennetet
📍Remote ℹ️ B2B 💸 $110,000/yr (USD)
Content Writer at Triple Whale
📍Remote ℹ️ B2B/B2C 💸 $78,000 - $89,000/yr (USD)
That’s it for this week! If you have questions or comments — drop a note below.
✌️
Matt
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