This week, YOU, , are joining 1000+ people who’ll get this 103rd 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.

Let's go! 💪🏻

1 Copywriting Tip

Tip: Make Them Feel Sorry

I know the tip sounds counterintuitive and "customer is king" but hear me out for a moment...

For too long we've only talked about how we should highlight customer problems and agitate their pains, right?

This seems to be the ultimate copywriting principle. And I agree with it. 

One hundred percent.

But here's the thing: If your market is sophisticated or the product is well-known, you can choose to sympathise with your customers too.

Aka, feel sorry for them.

Instead of directly jumping in with motivation and being the hero, let them feel the pain of being mediocre first.

Because when they feel sorry for what they've been doing to themselves, they're more likely to take action.

They don't just need to be reminded of their pain. They need to be shown a mirror of the misery they've been living with.

The good part about this messaging trick is that it can wildly differ from brand to brand based on their tone of voice.

It could feel like mockery coming from a brand with a sarcastic TOV. 

As compared to feeling like a concern coming from a brand with a formal TOV.

But here's the point:

Pity doesn’t have to make people feel weak—it can show that your brand truly understands and cares about the struggle your audience faces. 

The key is to target a specific situation, empathise with the pain or discomfort your customers experience.

And position your brand as the rescuer offering a way out. 

Now let me show you some great examples...

2 Examples

1. Ridge 

This one mocks the customer for daring to have such an untidy wallet.

It’s not directly asking them to buy their wallet.

It’s only asking them to respect themselves and retire their old shit.

The messaging feels condescending but not in a bad way. It looks down upon them so they can change their habits.

2. Nike

Nike’s messaging is subtle. 

But kinda motivates you and makes you feel sorry for yourself at the same time.

You know you are guilty of delaying something you must have done.

Pity is powerful because it feels personal.

3 Tactics for You

1. Paint the “Pain” Picture

When making them feel sorry, be specific. Paint a picture that's descriptive and easily imaginable.

The more they can actually feel it, the more it'll affect them.

2. Don't Forget Visuals

A brand as big as Nike might be able to get away with plain text. 

But a big chunk of impact on that Ridge ad is due to the sorry state of that wallet.

Combine point 1 and 2 in the same piece of copy and it'll be a damn good combination.

3. Add a “What If?” Angle

If you're already making them feel sorry, add a What If situation to elevate the pain. Make them imagine what wrong could happen in the future so there's a reason to take action today.

Urgency without the usual tactics.

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

What do you think about making them feel sorry 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! :)

Whenever you're ready, here's how I can help you more (FREE):

1. ZERO to ONE Copywriting Resources (Notion download!)

2. Check out my Twitter for more content.

3. LinkedIn is my OG platform, so do connect if you haven't already!

4. Missed previous editions of the newsletter? Read all of them here.

5. Want me to write copy for your business? Click here to learn more.