This week, YOU, , are joining 1000+ people who’ll get this 112th 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: Change One Variable

Great headlines have a single, common trait. They break a pattern. They're impossible to resist. You cannot help but read them.

But do you know how to do that? 

Well, that's what this newsletter is for, isn't it? Anyway, it's simpler than you think.

All you gotta do is change one variable. And to do this I'm gonna have to ask you to do something unconventional.

Something that nobody would recommend you except me.

And that is to think of boring phrases.

Yes you read that right. BORING phrases for a headline.

Because the more boring, lifeless and predictable the phrase is...

The more chances you have...to spice it up by changing just one variable.

Beyond just grabbing attention, this technique is perfect for highlighting transformation. 

By changing a single variable, you can shift perception from difficult to effortless, slow to fast, or expensive to smart...

Without using extra words to explain yourself.

Now let me show you some great examples...

2 Examples

1. Planet Fitness

Look at the sentence.

It highlights a pain point, is relatable and yet simple.

And then there’s a fill in the blank effect to join the sentence

But the ad smartly makes it the tagline.

“But” makes all the difference.

That’s all it takes. One word.

2. Babylon Health

Such a simple and relatable sentence yet again

But the subtle change from at to in shows the time advantage.

This online healthcare provider saves you time as compared to a regular, offline clinic.

Such a normy sentence is brought alive by changing one variable.

3 Tactics for You

1. Change One Word in a Famous Saying

Twist a known phrase for impact, delight and surprise.

Think outside the box → Think outside the inbox. (For a new, alternative email marketing tool)

2. Use an Unexpected Comparison

Swap a word to create contrast.

Example: Silence is golden → Silence is wireless. (For noise-canceling headphones)

3. Try More Variables

The examples I showed you are just words. But you can also change visuals, situations or even framing.

The bigger the swing, the better the pattern-break.

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

What do you think about changing one variable 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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