This week, YOU, , are joining 1000+ people who’ll get this 125th 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: Look Elsewhere

My Pinterest is full of beautiful ads and typography visuals that are stylish. One fine evening, I came across a quote on the same platform.

I read it first. Understood it in the second read. Marvelled at it the third time.

It said and I quote, "My favourite conspiracy theory is everything is going to be okay."

I know it sounds a little pessimistic but I really liked the witty and ironic tone.

And that sparked an idea.

What if brands believed in conspiracy theories? What would they say?

And from there on, it was a game of walking around the house trying to think of cheeky one-liners...

The kind of copy work I genuinely love doing because it's old school.

The ads that I created (which I'm about to show you) are made 100%  without AI. 

I didn't even use AI to create images. Because I felt the message was so clear and direct that I could just simply do it on Canva with a brand logo.

But the point is...inspiration.

Sometimes, it doesn't strike you after hours and hours of customer, competitor, audience or brand research.

Because all that is linear and logical.

Instead, sometimes all it takes is a stupid idea.

David Ogilvy once said, "The best idea comes as jokes. Make your thinking as funny as possible and that's what I did."

I think if the master said it, we should at least give it a shot.

Now onto my two examples…

P.S. Here’s the full post and even this one went viral on LinkedIn.

2 Examples

1. Durex

DINK as a trend is on the rise so I think this insight makes perfect sense.

Might polarise the audience but it will definitely grab attention.

2. Tinder

Do it for the plot is a common phrase that’s a connotation for it’s risky but it’ll be fun. 

Like you’re the main character in the movie of tour life.

And every bad relationship leads to great character development, much more than the good ones.

I’m sorry, but I don’t make the rules.

3 Tactics for You

1. Ditch the Obvious Places

Don’t look at ads or copy for inspo. Look at movies, music, quotes, social media trends, games and more unconventional sources.

You’re not looking for copy, just ideas. Let your thoughts run WILD.

2. Create Situations

Everybody is fixated on creating hooks and headlines but what you really need to create are situations. 

Imagine brands or your product in unintended and unobvious places. That contrast is what stands out and ends up being memorable.

3. Practice Social Listening

Observe trends. Observe what people are talking about. Observe what memes appear on your feed.

Chances are you wouldn’t even have to do a lot of creative research if you just observed and noted down your thoughts and ideas.

Think about it…

Nostalgia is a huge (broad) trend right now. Now think about how you can fit it into your brand, product and copy.

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

What do you think about looking elsewhere 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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