This week, YOU, , are joining 1000+ people who’ll get this 110th 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.

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1 Copywriting Tip

Tip: Create Situations

Great copywriting drops the audience into an interesting situation only your product can create. 

This works because of two things. 

First of which is the curiosity gap. When people encounter something that doesn’t immediately add up, their brains crave resolution.

This is what sucks them in and keeps them hooked.

And second is contrast. If you put two dissimilar things together in a situation, it's likely to create humour and memorability.

Why? Because... 

People love stories where the underdog wins, the rules get broken, or something ordinary takes on new meaning.

Your product can be the twist that turns the situation from frustrating to fantastic. 

When writing, ask yourself: what’s a setup that feels fun but weird at first but makes total sense once my product enters the picture? 

The more unexpected yet believable, the more your message will stick.

Now onto some great examples...

2 Examples

1. Scrabble

Scrabble really turned a weird situation into a witty one.

Only a game of scrabble can get you this outcome.

That’s why it’s different, memorable and interesting.

Not because of a USP, benefit or objection handling.

2. Cheetos

The beauty of poorly done professional work is a hilarious situation.

Why? Because the dominant hand is busy devouring cheetos.

One in-house stat turned into an insight can make an award-winning campaign.

This is proof. Go search the Other Hand campaign for Cheetos on YouTube

3 Tactics for You

1. Flip a Negative into a Positive

Take a common frustration and make your product the unexpected solution.

The Syphilis example from Scrabble is spot on.

2. Make an Unlikely Comparison

Relate your product to something completely different.

Example: Like a Swiss army knife for your skin

3. Put Your Product in an Unlikely Scenario

Drop it where people wouldn’t expect to find it.

Example: What if your morning coffee could write your emails faster than ChatGPT? (For a focus-boosting nootropic coffee)

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

What do you think about creating situations in your copy?

Hit reply & let me know your thoughts, !

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