This week, YOU, , are joining 1000+ people who’ll get this 113th 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: Play on Pride

Most brands that sell to rich people employ generic marketing tactics like scarcity and urgency.

They're good, not great. 

Because they don't have anything to do with messaging.

Positioning? Maybe

Because, you know, it's a supply & demand thing.

But it takes brains to make people feel special about spending money on stuff they know shouldn't be this expensive.

And that's why I love copy that plays on pride. 

Think of it as a kind of copy that makes you feel good about spending money on expensive shit.

The inspiration for today's newsletter came from the excellent ads I found from a brand called Macallan written by copywriter Sean Doyle.

Now let's not waste time and directly get into the examples...

2 Examples

1. Macallan

It could've said share it only with people you love. 

But they know that if you're drinking Macallan you're wealthy and you should only share it with people you trust.

Feels more pride worthy in my opinion.

2. Macallan

The twist in the second line is a banger.

Think about it this way: Macallan drinkers are so wealthy that they hire executive leaders to run their business for them.

Now that wealth deserves some great whiskey. Still about money, but more about pride and status.

3 Tactics for You

1. Assume Affluence

Don't warm up your audience to explain it's a luxury product. Assume they lead a luxury lifestyle and bank on relatable situations.

2. Play into Legacy

Position your product as a gift/tradition. You don't buy it. You give it or pass it on. This Patek Phillip ad plays on the same.

3. Keep it Short

I know it's a general copywriting rule but hear me out...

While writing, instinctively choose headlines that don't need further explanation.

The faster you communicate your worth, the more important you become in the eyes of the wealthy.

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

What do you think about playing on pride 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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