This week, YOU, , are joining 1000+ people who’ll get this 111th 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.

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1 Copywriting Tip

Tip: Reframe common words

Whenever I think of a cold drink, I think Coke.

Whenever I think of a burger, I think of McDonalds.

Whenever I think of shots, I think of tequila shots

And I don't even consume alcohol.

Why? Well, I think there are two reasons.

1. Big brands have become so big that they're known by names and categories.

For example, for the longest time I did not know that adhesive gum is not called Fevicol. I thought Fevicol is the only adhesive that exists.

Sounds dumb but I was a victim of great ads from and adhesive company in a market where all other competitors were anti-ads.

But anyway, this isn't about me. So let's move on to the next thing...

2. Some words and phrases are pop culturally relevant.

That shots example I gave earlier? I have reason to believe that I'm not alone when I think of tequila shots.

Besides people who work in an industry where the word "shot" holds a more contextually relevant meaning, like photographers and videographers...

Most people would've thought the same way.

Why? Because it is pop-culturally relevant.

We've heard or read about tequila shots through cinema, tv shows, music, events or...

Maybe even a story about his ex that your best friend regrets telling you.

Who knows? The point is that some words are relevant enough to stick in your memory without context.

And that's why today's tip is about changing that perception.

I've said it repeatedly and I'll say it again today...

Good copywriting is about shifting perspectives. It might challenge a conventional norm and introduce an idea so interesting that it gets your reader one step closer to buy.

So if you want to change perspective, start with one pop culturally relevant word. And adapt it to your product.

Let me show you two great examples from a UK brand that just launched...

2 Examples

1. Plenish

Here's what the brand said for their first campaign:

"Whenever Brits hear or see the word 𝐒𝐇𝐎𝐓𝐒, we want them to think of 𝐇𝐄𝐀𝐋𝐓𝐇 first."

This reframe of the word is communicated in such a simple yet significant way that it definitely makes you stop, stare and take notice.

Message is emotional (text your ex)

But also communicates a benefit (boost Vitamin D)

Best of both worlds with a simple word reframed for the brand.

2. Plenish

Replace the emotional side effects of a bad tequila shot with a gut healthy drink.

Now that’s a value proposition I can get behind.

It’s not new but it tells the story about your product in a new way.

The word reframe is the big idea here.

3 Tactics for You

1. Contrast Brings Humor

Tying in a bad decision with alcohol contrasted with the benefit of a health drink brings a moment of surprise to the equation.

If you want to write funny copy, put two dissimilar things together.

2. Make Your Audience Feel “In On the Joke”

This ad works because it assumes the audience understands the cultural reference (drunk texting an ex). This builds an instant connection.

Find cultural references that serve your target customer the best.

And tie it with your product in a simple, relevant and relatable way.

3. Use a Double Meaning to Hook Attention

"Shots" can mean alcohol or health shots. The ambiguity forces the reader to pause and process the message...

Becoming more involved with your piece.

Find out a word that's pop culturally relevant that you can flip into a double meaning.

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

What do you think about reframing words in your copy and today’s newsletter?

Hit reply & let me know your thoughts, !

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