This week, YOU, , are joining 1000+ people who’ll get this 115th 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: Use Real Data for Insights

The most important step of copywriting begins before writing copy.

Research.

And while most people look at consumer data like pain points, objections and competitors...

The majority also ignores a crucial aspect.

Statistics.

The factual data that's already out there.

If you find the right kind of data for your product, niche or industry—you can potentially find a new angle.

Because here's the thing...

Good copy makes bold claims but great copy has the power to back it up. 

And statistics are what make a customer go from skeptical to "they've really done their research so they must be right."

But hear me out...

I'm not just talking about stating facts. I'm asking you to read data, draw insights and base your ad/headline/hook off of it.

I'm gonna show you two great examples below but before I let you proceed from this section, just remember...

A good statistic

• Clarifies value

• Adds authority

• Brings credibility

• Encourages action

• Differentiates your brand

• Creates an emotional connection

Not spending a portion of your research time on statistics is like...

Closing the book in an open book test because you were overconfident and...

Ending up with less marks than you expected. 

Now onto two great examples…

2 Examples

1. We Road

This ad is witty because of its treatment.

The stat that Brits spend only 10 days of the year fully outdoors is concerning and the hard truth that a billboard gets to have more fresh air than a human sparks urgency.

Beat this billboard is a great CTA too.

Research is data and copy is what you do with it.

2. Nurofen

The stat at the bottom is alarming.

But the hook is actually even more alarming.

But I like how the ad is presented. 

The hook grabs attention and the stat provides context.

The perfect flow, brought to you by factual data.

3 Tactics for You

1. Relevancy is Key

90% of men don't use an anti-dandruff shampoo is not a good enough reason to sell a men's shampoo.

8/10 men start losing their hair post 25 and dandruff is one of the most well-known reasons, is.

Pick and choose your stats like you're picking a house of your dreams.

Relevancy and emotional connection matters.

2. Ask Your People

Conduct a survey yourself. Make sure you have a sizable audience and ask a really specific question.

Also, don't forget to mention the audience size if it's a self-conducted survey to keep everything transparent.

Nobody wants a 66% people were saying stat when there were only 3 people in the survey.

3. Rely on Stats for Context, Not Copy

Don't use stats as a crutch to fix your poor copy. Use it as a baseline to build a strong argument.

Case in point being, both the ads I mentioned. They had great headlines that got elevated because of the context of the stat.

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

What do you think about data-driven insights 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! :)

Whenever you're ready, here's how I can help you more (FREE):

1. ZERO to ONE Copywriting Resources (Notion download!)

2. Check out my Twitter for more content.

3. LinkedIn is my OG platform, so do connect if you haven't already!

4. Missed previous editions of the newsletter? Read all of them here.

5. Want me to write copy for your business? Click here to learn more.