This week, YOU, , are joining 1000+ people who’ll get this 117th 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.

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1 Copywriting Tip

Tip: Don't create context. Fit your brand into it.

Originality is nothing but a new perspective. If you do basic things in a way people have never seen before, you're a visionary.

Now I'm not asking you to reinvent the smartphone like Steve Jobs, but there's something I recently did and I'd like you to think about it too.

I'm a pop culture and movie buff. And one of the things that comes very naturally to me are random phrases.

These could be dialogues from films or just popular sayings from my culture and sub-culture. They are stuck in my head for no reason.

I decided to do something special with this weird talent and realized that it's quite a good copywriting trick too.

Plus, it garnered more attention on social than I thought.

Here's what I did...

I took a popular phrase (famous Indian mom sayings) and put them in the context of some well-known brands.

Why it works?

✅ There's immediate contrast so it's a pattern breaker

✅ The context fits perfectly so it's relatable and makes sense

✅ It's simple, clear and familiar. Requires no extra brain power to comprehend

Enough of theoretical talk.

Let me show you the ads I made and let you decide if this is a good tip or not.

Here are the examples…

2 Examples

1. Bumble (Spec Ad)

Indian moms have this idea (for their daughters) that any fun thing they want to do should be done after marriage with their husbands.

So I did an ad for Bumble that is ironic and a double edged sword.

The headline can mean "just get married now and date your husband after that" or "get married and date anyone after that"

It's surprising. It's memorable. It's relatable.

2. Nike (Spec Ad)

I tried mixing Nike's motivation messaging with a quintessential message that every Indian mom has for all the problems in their children's life.

WAKE UP EARLY DAILY.

That's what the ad says (in Hindi) and it sits well in Nike's context.

3 Tactics for You

1. Think on your Feet

If you don't know phrases or dialogues, that's not a problem. Curiosity is. I didn't remember most of the dialogues but there's nothing a little AI research chat cannot solve.

I used Google Gemini for research and it was impressive.

Btw, it's free.

2. Keep Inspiration Sources Close

I use Pinterest a lot. My feed is filled with ads, quotes and lots of typography inso. 

Whenever I find a good quote, I try to reimagine it for a product and change it accordingly.

If you find a sentence put in an exciting way, there's almost always a way to refine it for your product/brand.

Don't miss out. Observe.

3. Ditch USPs or benefits-first thinking. Imagine situations.

The mom-sayings idea came from imagining situations. When thinking of a big idea, think about use cases and situations. Not USPs and benefits because anybody can list those.

Not everybody can think of interesting and specific situations.

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

What do you think about fitting phrases into context and today’s newsletter?

Hit reply & let me know your thoughts, !

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Cheers! :)

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