This week, YOU, , are joining 1000+ people who’ll get this 123rd 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: Be real when you can't be the best

Think about it: would you rather hang out with someone who always brags about being the best at everything

Or someone who is humble and honest about themselves? 

Most of us would choose the honest friend...

unless the braggy little bitch is reading this (unsubscribe already, no seriously)

Why? Because he's authentic, easy to deal with and generally a kind-hearted soul.

The same goes for brands. Instead of feeling like they have to put on the "I'm perfect" show, they can lean into being real.

Admitting who they are, even if that's nowhere close to perfect. Because people like real and if they like you, they'll buy from you. Sooner, rather than later.

This works because psychology tells us that people value authenticity. 

They love it when brands are genuine and true to themselves...

Instead of acting like unrelatable, untouchable giants.

Being real builds:

→Trust

→Character

→Reputation

And if you treat your brand like a person, it'll be a damn good one when you start with these values.

Now onto two great examples...

2 Examples

1. McDonald’s

You wouldn’t take her to McD on the first date

But once you’re together, this is the perfect place to be.

Subtle but so real and relatable.

You can be the hero by being the side character as long as you tell the story from your interesting perspective.

No wonder they sell a billion dollars worth of third dates.

2. KFC

Running out of chicken for a fried chicken franchise is wild.

Admitting it and word-playing it is wilder.

KFC came out on top because they were being real.

3 Tactics for You

1. Be the Underdog

Position yourself as the scrappy, hardworking option instead of the market leader.

Avis did it.

2. Highlight Small Wins

You don’t need giant claims. Share one thing you’re doing right and why it matters.

3. Keep It Unpolished (On Purpose)

Don’t over-produce everything. Raw content feels more honest and trustworthy.

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

What do you think about being real before being the best 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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