This week, YOU, , are joining 1000+ people who’ll get this 102nd 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: Start the Hard Conversation

It's simple to learn what your customers want. Just do some research.

Go on social media. Read reviews. Look at what your competitors are doing.

Boring, but it works.

It’s fine, but here’s the thing: you also need to focus on frustrations. That means the stuff customers are sick of, but no one in the industry talks about.

Something bold. Something different.

Think about it...

Online shopping is easy, but waiting for shipping takes too long.

Amazon: One-day delivery for Prime members.

People love streaming, but they hate scrolling forever to find something good.

Netflix: AI-based recommendations.

Most people can’t hit the gym in the evening.

Anytime Fitness (India): 24/7 gyms.

If your brand or product solves a frustration, it’s easier to write copy that connects.

Why? Because it builds trust. People feel like you get them.

Here’s the thing...

Most copy talks about pain points and solutions.

But there’s a small difference between pain points and frustrations:

Pain points come from a problem.

Frustrations come from a stagnant industry.

When you understand this, you’ll write copy that sticks, connects, and stands out.

Here are some examples...

2 Examples

1. Otta Jobs

There are so many job portals that don't have a requirement for listing the salaries beforehand.

If Otto is changing that, not only is it standing out...

But this mockery style of copy also hits the nail on its head.

2. Citizen Bank

Nobody wants yet another brochure to read a policy they don’t understand.

They need a real expert to guide them through the day.

Citizen Bank banks on this frustration with smart and clear copy.

3 Tactics for You

1. Turn Industry Norms into Questions

Identify something that’s "just how it’s done" in your industry and challenge it.

Think of your headlines in questions like, “Why does every gym lock you into a 12-month contract? We don’t.”

2. Use Specific Situations

Problems and pain points are more prolonged. But frustrations are smaller, more specific and relatable.

Make sure to make them feel seen and heard.

3. Ask Customers Directly

Send a simple survey with just one question: “What’s the most annoying thing about [your industry]?”

Take the top frustration and turn it into a bold headline or product improvement.

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

What do you think about starting the hard conversation 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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