This week, YOU, , are joining 1000+ people who’ll get this 100th 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: Do the Math for Them

One of the things I love about good copywriting is convenience. 

It reduces the customer's decision making time.

If a reader consumes your copy and decides whether it's for them or not, it's a good copy.

If they are confused, you didn't lead them anywhere and that's worse than rejection.

Because now you don't even know who the anti-customers of your product are.

Anyway, one of the best tactics to make the decision making process faster is urgency.

It is rooted in psychology. 

Give people a strong reason to act now and they will.

But don't use fake urgency or you'll ruin your brand.

But here's the thing: Urgency is not just about discounts expiring soon or limited time offers.

It can also be about dramatizing the problem. And one of the best ways to dramatize the problem is to quantify it.

Instead of being subjective, be objective. Instead of focusing on deep, emotional situations—focus on facts, figures and numbers.

It's not like the subjective way to dramatize the problem is wrong but it's the longer copy route. 

Best for emails and sales pages.

This one's better for social ads, billboards and brand marketing.

Now let me show you what I mean...

2 Examples

1. Plum Guide

It's so smart to quantify a problem like this. The underlying tone is of empathy. 

If you're not taking enough breaks today, you might not be able to take them in the future.

Such a great way to activate a desire by dramatizing a problem.

2. Porsche

Porsche is cheeky with that headline. They’re being modest and witty.

But look at the data. They’ve won 9/10 so the facts and figures speak for themselves.

Customers don’t need to think what's best. Porsche has done the math and presented it right in front of them.

3 Tactics for You

1. Compare with inferior alternatives

I saw a great ad that showed the exact amount of vegetable and grocery shopping someone would have to do...

To get the same benefits of vitamins and minerals as compared to their multivitamin supplement.

That was a really smart way of doing the math and reducing the thinking time for customers.

2. Quantify Data

Just like the Plum Guide, if you can present some number based stats that help you prove a point or dramatize the problem, use it.

Think about how fitness coaches talk about the last 3 months are the best time to start getting in shape for the new year.

3. Build a Tangible Plan

If you're selling coaching, explain exactly how the transformation would like on a month to month basis.

People would not have to do the math and they'd know exactly how much time it will take them to achieve their desired outcomes.

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

What do you think about doing the math for your readers 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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