This week, YOU, , are joining 1000+ people who’ll get this 121st edition in their inbox today.

It’s called the 1-2-3 copywriting newsletter, where every week you’ll get:

1 Copywriting Tip

2 Examples

3 Tactics on how to use it for your business.

Best part? You’ll get all the good stuff by investing less than 5 minutes weekly.

Have you ever seen such a win-win situation? Me neither.

Let's go! 💪🏻

1 Copywriting Tip

Tip: Write copy that cannot be copied

Picture this: There's a number written at the centre of a table. And two friends are sitting opposite each other.

One shouts, "This is clearly a nine!"

While the other genius on the opposite end says, "No dumbo, it's clearly a six."

Both are correct but... 

What separates them? Perspective.

Because they are looking at the same information from different angles.

More often than not, we forget the importance of perspective in copywriting.

I mean sure, research is key. You gotta dig into your brand, customer, competitor and the market but...everyone is doing that.

You know what they say: If you steal from a single source it's plagiarism. But if you steal from multiple sources, it's research.

And with AI, it is easier than ever.

Although...I'm not asking you to quit research. That's be stupid.

It's the fundamental of good copywriting and one of the most important building blocks of the craft.

But as access to information is getting easier and easier, one thing isn't.

Execution.

Research doesn't matter as much as what you do with it.

Kinda similar to the fact that only you can think like you.

And... that's what separates you. 

Original thinking.

At first, these original ideas may sound weird or absurd but trust me, these are ones that'll make you stand out.

Why think from a different perspective, angle or viewpoint? Because that way you can write copy that cannot be copied.

And if you're wondering how to think from a different perspective, angle or viewpoint? Think about what you do for play. What energises you. What excites you. What you like to do without looking at the time.

No wonder so many of my copy references come from movies, stand-up comedy or generally being a creator.

Why? Because I enjoy it.

Find what you enjoy and combine it with your craft to get a unique perspective. That way you'll be able to extract angles that nobody else can even think of.

And that's what we're here for.

Now onto two great examples…

2 Examples

1. Chiquita

This feels so stupid and yet so smart at the same time.

Everybody knows Bananas are healthy but only a good copywriter can add life to it by saying it seems like it's doing a sit-up.

That's a unique perspective.

That's copy you can't copy. And that's why it is special.

2. Penn Medicine

Part of why this ad is great is because of research.

I’m not contradicting myself. This is built-up research in the sense that they know their customers really well. Because they have put in the ground work.

But look at the perspective. They aren’t looking at their customers as a demographic but rather a relatable situation (Floppy Disc).

Combine research and a unique perspective and it’s hard to lose.

3 Tactics for You

1. Tell a personal story only you can tell.

Use lived experience to anchor your message because nobody can copy your life. Best place to learn this is Twitter and LinkedIn. Follow creators who talk about a broad theme with personal insights.

Example: “I created this skincare line after my eczema flared up so badly I wore gloves to meetings.”

2. Point out your shortcomings

Highlight something odd or honest about you or your brand. It builds trust and makes you stand out.

Example: We suck at fancy packaging but you'll love the results.

3. Create a made-up word or phrase.

Own the language, and you own the brand.

Example: “Say goodbye to ‘moisture fatigue’. You need SkinFuel™.”

Well, that’s all I have for you today 🤝

What do you think about writing copy that cannot be copied and today’s newsletter?

Hit reply & let me know your thoughts, !

P.S. Don’t forget to tell me your favourite thing about this newsletter. I’m collecting responses to build the next thing in this space.

Cheers! :)

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