This week, YOU, , are joining 1000+ people who’ll get this 94th 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: Sell Sex Appeal

One of the hardest categories to sell in 2024: Apparel

Why? Because, look around you, duh.

Everyone's already wearing a BRAND.

And once that perception sets in, nobody's ready to change.

Besides, apparel, I feel, is a very easy-to-stay-loyal-to category.

Once you find great sizes and a good fit, it's hard to switch unless you have a pretty good reason to.

Now that I think about it...

I'm such a streetwear fanatic but I rarely do a haul from a new streetwear brand.

I might try a couple of articles here and there but it's not like I do bulk Summer or Winter purchases from a new brand.

Why? Trust + habit.

I mostly buy H&M because I've been so accustomed to it.

And yet I was surprised by how this basic menswear brand scaled to $250M in revenue in less than 5 years.

It's an international brand called True Classic. And the major reason for their success is messaging.

They obviously had great products. 

But there's so much competition so how do you stand out?

Psychology + copywriting which translates into great ads.

They sold t-shirts second.

But sex appeal and confidence first.

The True Classic marketing strategy is simple AF. 

Translate features into benefits and outcomes that make the customers FEEL good about themselves.

You'll learn better with these ad examples...

2 Examples

1. True Classic

The woman complimenting her man angle talks to the sex appeal emotional trigger.

It’s simple and yet so significant.

Here is the full ad.

2. True Classic

Feeling ripped is a sign of confidence for men.

And if you can look and feel ripped just by switching your t-shirt, that’s much less work that you’d have to do than actually being ripped. 

Sell painkillers, not vitamins.

Click here for the full ad.

3 Tactics for You

1. Figure out your ICPs

ICP: Ideal Customer Profile

Looking and feeling good about their body was True Classic's main messaging for a while. Why? Because they were selling to older men with dad bods.

They wanted to highlight their chest and arms while hiding their belly.

But the second example above is for fit guys who want to feel more ripped.

Lesson: Talk to your customer in a very specific sense of phrasing.

2. Be Funny

I like to follow a simple rule: The simpler the product, the more funny you can be. True Classic's unofficial tagline for a while has been: Dress less dad and more daddy.

It has a conversational, colloquial vibe to it that gives way to so many funny ideas.

Check out their ad library to understand what I'm saying.

3. Switch Perspective

True Classic is pure menswear but an increasing number of their ads are produced from a woman's perspective.

Because that's what appeals to a man.

Knowing your customer doesn't just mean talking TO them. It could also be someone else talking ABOUT them.

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

What do you think about focusing on selling sex appeal and today’s newsletter?

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