This week, YOU, , are joining 1000+ people who’ll get this 124th 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.

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1 Copywriting Tip

Tip: Search for organic hooks

There's one principle I religiously believe in...

The best hooks or headlines have a big idea.

It's not hidden in the subheadline, or the story or the lead or the body copy.

It's right there in the first couple words.

And one of the best ways to identify great hooks is to not look at ads, but organic trends.

This is what I did with one of my recent spec ad creations. 

I came across a trending hook format that was going viral organically...

And I decided to convert it to a headline/hook for brand copy.

The results were pretty interesting because I had a fun time creating the ads. And the post also went semi viral on LinkedIn.

Here's the sauce:

Twitter was picking up on a hook that goes: "Propaganda I keep falling for"

People started their tweets with this line. And then proceeded to list false beliefs or existing beliefs that did not work for them.

Think of it like overrated opinions.

The hook describes the feeling of being misled/manipulated by a common perception. Like relatable and repeatable frustration.

Anyway, the point is there are enough big ideas out there to create interesting ads...

If you know where to look.

And trend spotting is the easiest way to get started.

Now onto the two examples I created...

2 Examples

1. Zomato (Spec Ad)

For the ever-lasting belief that we don't have enough good food at home...

And turning it into a reason for ordering from outside.

This forms the main premise of the ad.

Inspired by the hook, I saw.

2. Bumble (Spec Ad)

We've all heard it.

When someone's about to end a relationship.

It's a relatable phrase but what makes it interesting is how people blame themselves to get rid of a dating situation, sometimes.

That's some serious propaganda to fall for, if I may.

3 Tactics for You

1. Be vulnerable

The copy is personal and a bit of self-deprecating humor goes a long way. "Propaganda I keep falling for" hook is the perfect example of that.

2. Create a good set-up

This hook had a perfect set-up and punchline format. That's why it hit so hard. Another example I could think of is: "I believe in the conspiracy theory that everything is going to be okay."

It's all about creating contrast and juxtaposition.

3. Engage in social listening regularly

See how your ideal audience thinks, learns, feels and says. Even if it's a very mundane opinion, it can reveal a big idea you'd never think of, on your own.

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

What do you think about searching for organic hooks and today’s newsletter?

Hit reply & let me know your thoughts, !

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