This week, YOU, , are joining 1000+ people who’ll get this 101st 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.

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1 Copywriting Tip

Tip: Challenge the Norm

One messaging tactic I swear by is positioning against your enemy. Whoever your competitor is—if you say something different or opposite to them, you have an immediate chance to stand out.

Provided the fact that you can actually back up what you say with proof.

But today, I want to raise that bar even higher. So you can make your copy even more memorable.

Instead of challenging your enemy, go bigger.

Challenge a norm/society. 

Burn the bridge. Raise the stakes. Play a population game.

People are drawn to things that feel fresh, rebellious and different. It's like a pattern break without using a dedicated "hook".

Because your messaging is itself the pattern breaker. In fact, if your messaging itself is so strong, you actually need much simpler copy to stand out.

Because...

You're not trying to outshine a competitor anymore.

You're trying to outshine a frickin' belief system.

Let me make it clearer with examples...

2 Examples

1. ABC Television

TV gets a bed rep because of rotting brains and turning out into a couch potato. And a majority of the society believes so.

But I love how powerful this single line of observational truth copy really is.

Btw...it's from ABC which is a TV channel and this was one of their best campaigns of all time.

But just see how well it challenges the norm.

Fuck society because TV is king.

Takes balls to do this.

In today's pseudo woke culture, this might get canceled.

2. Patagonia

For an outdoor apparel brand to say Fashion is none of our business is cool.

But more than cool, it’s true.

Patagonia has one mission: To protect the planet by making the best clothes possible.

And honestly, they’re succeeding at both.

No outdoor apparel brand has messaging as strong as them.

Btw, Patagonia’s founder also pledged a majority of his net worth to fight the climate crisis.

Can anyone copy that story? I don’t think so.

Besides, Patagonia is not trying to sell you clothes. They’re trying to sell you the idea of taking the climate crisis seriously and doing your part.

Nobody else is challenging that norm today. Not as a brand for sure.

3 Tactics for You

1. Highlight “Wrong” Assumptions

Challenging the norm is so much about showing a mirror to society. You might have seen fitness and supplement brands do this.

They bust myths and show why their product is different.

2. Reverse Expectations

Think of it like doing something unconventional. Instead of saving money, spend smarter. 

Could be used by brands which are keen on making high-value offers.

3. Expose “Hidden Truths”

Shed light on "what the industry doesn't tell you" to appear like a messiah who is here to protect people. This could be your brand.

The hero that challenges society.

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

What do you think about challenging the norm and today’s newsletter?

Hit reply & let me know your thoughts, !

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Cheers! :)

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