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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: Guilt customers into a purchase

It was my brother's birthday on Thursday and naturally, we had cakes in the house. 

But since I'm trying to follow a diet and want to cut down on sugar, I'm guilt-shaming myself into not eating them.

And it is working pretty damn well (don't worry, the teardrops on my laptop keys are happy tears—maybe)

My point being...

Guilt is one of the strongest emotional triggers and it works.

But it doesn't just have to be negative. It can also be positive and motivate customers.

Guilt-shaming or a guilt-trip might have negative connotations...

But if people actually want to get out of a problem or pain...

And are willing to do what it takes, positive guilt can change the game.

Think of it like this...

Negative guilt highlights the problem.

Positive guilt empowers them towards a solution.

Now let's look at some wonderful ads that do this well...

2 Examples

1. Huel

I know this is a basic ass headline but it works on the positive guilt framing.

Why? Because people seeing this know that their snacks are full of sugar and junk. In fact they aren't even real snacks. Rather guilty pleasures.

If I were writing this, I'd just try to say something less generic because ______ the smart way is overused.

But hey, if it works, it works. Don't fix it if it ain't broken.

2. Be Street Smart

You'll find a lot of negative guilt framing in ads with social messaging.

Like this one says to drive safely in such a guilt-trip inducing way.

If this makes you stop and think, guilt is doing its work well.

3 Tactics for You

1. Highlight the sins of inaction

Nobody cares if they don't buy your product. 

But everybody cares if you tell them what happens if they don't take action on their current problem or painful situation.

Positioning is everything.

2. Make sure they assume responsibility

Guilt-tripping in social messaging-based ads happens because of this. 

If we want people to assume responsibility, highlight how their actions can bring a meaningful change.

3. Guilt by Comparison

Social proof is universal and that's why guilt can also take the form of "if they can do it, why can't I?" or "if they don't do it, why should I?"

Both equally powerful depending on the context.

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

What do you think about guilt buys and today’s newsletter?

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