This week, YOU, , are joining 1000+ people who’ll get this 106th 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.

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1 Copywriting Tip

Tip: Show Who's the Daddy

Today's tip is majorly useful for big brands.

Or let's say the kind of brands that have immense power and control over their customer's experience beyond the product.

So here's the story...

I came across a great Netflix campaign from the ancient age of the 2020 lockdown. Remember those days!?

Yep, feels like an eternity.

Anyway...

Two students of Miami Ad School came up with a brilliant idea on behalf of Netflix to keep people indoors.

The idea was simple and the campaign was titled #Staythefuckhome

This spec ad campaign went so viral that it was covered by Forbes, Yahoo and even Daily Mail.

Here was the idea: Flood the streets with billboards of popular Netflix shows.

But here’s the catch: The billboards weren’t about the shows.

But their most important spoilers.

In an attempt to keep people inside, the campaign wanted to bait people by saying...

If you come out, you’d not be able to enjoy your favourite shows the same way, ever again.

Don’t ruin it for the world by going outside and we won’t ruin it when you get back inside, seems to be the basic premise.

It was a stark reminder of the role a brand plays in our life. Tell people to go out because they can’t and they become rebels.

But with a relevant and strong reason like ruining their favourite show, you might still have a fighting chance.

Why? Because great brands have power and control over the customer experience. The stronger your brand, the more it matters.

Think about it...

Nobody is a fan of the Netflix app. Everybody is a fan of their content. 

So it makes sense that they choose to leverage the emotional connection people have with their REAL products.

More spec campaigns like this please 👏🏻

Now onto some examples…

2 Examples

1. Netflix

Stranger Things is one of the most popular shows on the platform.

This billboard appears to ruin one of the best kept secrets from the show.

The consequences are real.

2. Netflix

This one’s from the award-winning series called Money Heist.

Cliffhangers do make up for great leverage pieces.

3 Tactics for You

1. Use Subtle Domination

The campaign didn’t shout commands—it dangled consequences and let the audience make the “right” choice.

If you're in a space where you rule, try to do this too.

2. Be Relevant

Make your message resonate with the current moment. The Netflix campaign only worked because it was relevant to lockdowns.

3. Tap Into Habits

Show how disrupting their familiar, enjoyable habits (like binge-watching) makes life feel incomplete.

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

What do you think about using your brand’s power and control over the customer experience to say your point?

Hit reply & let me know your thoughts, !

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