This week, YOU, , are joining 1000+ people who’ll get this 98th 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: Seasonal Hijacking

Once upon a time (last week), I was going through my Pinterest stack and came across a wonderful set of ads from Bumble.

And surprisingly, I didn't love them because of the copy or the visuals. But because of the small idea.

Yes, the small idea. Not the big one. Because there wasn't one.

They literally create a set of ads to welcome Winter. Instead of having a big idea or a trend, they just used a season as an excuse to be relevant.

And I don't say that as a bad move. As marketers we get so caught up in trends and deep research, that we forget the beauty of simple and relevant ideas.

Because sometimes, good ads are a result of relevancy.

Plus, the impressive part is that the idea is so simple. Winter is coming. 

But what does it have to do with dating you ask?

Let me show you the Bumble ads I'm talking about…

P.S. If your product is simple enough, everything can be an angle. Let your imagination run wild.

2 Examples

1. Bumble

Clear value prop that’s also relevant to the context. Plus, it's fun.

Seasons don't have anything to do with dating, right?

Ofcourse, unless you think in that EXACT direction.

How you say, not what you say.

2. Bumble

Going on a date is a massive effort and Bumble makes you realize why it could be special, considering the weather.

Plus, it speaks subtly about the type of people available on Bumble.

They're meant for dating, not hook-ups because they're ready to take efforts and go the extra mile. Even in THIS weather.

So simple. It's a delight to read.

3 Tactics for You

1. Figure Out Regular Occurrences

Seasons, holidays or even special days—anything with enough context can be turned into a relevant angle.

Just make sure that your messaging feels personal and authentic enough that it can tie in with relevancy.

2. Observe and Learn from Experiences

The best angles aren't just found in bookish and competitor research. They're found in experiences.

I strongly believe that this Bumble campaign was ideated from the fact that every one of us has felt lonely at some point during winter because we didn't have someone to cuddle with or steal hoodies from.

That's not a feature or a benefit. That's an experience. 

You have to live it to believe it.

3. Choose Words Wisely

What adds to the charm of these Bumble one liners are contextual words. Hot, extra layers, steamy and so many words were relevant to the chilly season + in contrast with what its trying to say.

That's why the lines are interesting and memorable.

No substitute for attention to detail, am I right?

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

What do you think about seasonal hijacking and today’s newsletter?

Hit reply & let me know your thoughts, !

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.