This week, YOU, , are joining 1000+ people who’ll get this 129th 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: Bring Out the Irony

Tip: Bring Out the Irony

We've all met that person that seems to be one thing on the outside but is a completely different being from the inside...right!?

I'm not talking about your ex. I'm talking about irony.

It's an amazing literary device to use when writing copy because it brings out contrast. 

And contrast sharpens perception. It makes the truth more visible by showing the absurdity of the illusion. 

Our brains take a break to process when we detect this twist, and that pause is how we get people to stop the scroll.

If you think about it...

 Irony is literally the thing that makes people go: Wait... what?! 😂

Use irony in copy when you want to:

• Stop the scroll (great for social ads)

• Disarm a skeptical audience

• Add humor to a heavy topic

• Build trust by acknowledging what most brands avoid

Avoid it when:

• Your product deals with serious or sensitive issues (health crises, trauma, etc.)

• Your audience values formality or prestige above relatability

Now onto two examples I made…

(I wanted to bring out the irony in brand names and what they should really be called)

P.S. One very important personal tip: Try and use irony using some level of truth because that’s the best way to make it hit harder than usual. I’ll explain this more in my examples below.

2 Examples

1. McDonald’s

Every happy meal is a sad diet day for your stomach.

I brought out the irony for a brand like McD not because I have some personal gripe with the fast food chain. IRONICALLY, I love them.

But they are the only unhealthy food chain in the world that pride themselves with a happy meal.

That’s my truth trigger point to hold onto while creating irony.

2. Prime Video

I've been a prime member for a while now. Think 3+ years. But what they're doing right now is literally daylight robbery.

I brought out the irony by simply twisting a popular phrase (prime time) and still making it rhyme.

There's levels to this game and I'm getting better.

3 Tactics for You

1. Spot the Disconnect

Ask:

What is the customer trying to do vs what they're really doing?

What does the product promise vs what actually happens?

What does society pretend vs what’s obviously true?

Example: Know the time without seeing you have 1272 unanswered emails.

2. Use the Structure: Setup → Twist

Mimic how a joke works: a setup (expected) and a punchline (unexpected).

“It’s called a ‘cheat meal.’ But who are we kidding? It’s Thursday. Again.”

3. Keep It Relatable

The best ironic copy points out something people secretly know to be true. You’re not inventing a problem, you’re just naming it out loud.

Instead of saying:

“Our credit monitoring tool is easy to use.”

Try: “You check your horoscope more than your credit score. Let’s fix that.”

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

What do you think about bringing out the irony 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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