How to Write More Relatable Copy?

Choose a pop culture narrative.

This week, YOU, , are joining 1000+ people who’ll get this 86th 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! 💪🏻

Sorry for a newsletter-free Sunday last week. I was away on a much needed trip to Udaipur (the city of lakes).

I did not travel anywhere in June and felt like it had been an eternity so this was a nice change.

Anyway I'm back, and yes I'm late. It's not Sunday anymore but yeah...life happened and I got late.

But we grind and don't miss so here's another special edition for you.

1 Copywriting Tip

Tip: Use Pop Culture References

If you don't want your audience to think too much, don't make them.

Duh. I know.

You might be thinking why does this guy have a newsletter for such vanilla content but stick with me for a moment...

I won't disappoint you.

There are 3 pillars to great copywriting: Trust. Relatability. Simplicity.

Trust is solved by building a brand.

Simplicity is solved by clear presentation.

Relatability is solved by being customer centric.

Today let's tackle the third. Relatability.

Because the simplest way to do it is to talk about problems, solutions and outcomes...

But if you're in a commodity market, that's not the ideal way.

Why? Because people know what your product does.

There's a need for it. You just have to create exclusivity around yours.

To meet people where they are, join the conversation happening inside their heads.

This is where pop culture comes in.

No matter who your customers are, they're not thinking about "buying products" all the time. No matter how important your commodity is.

They have bills to pay, mouths to feed and a future that is uncertain.

In these times of distress if they take the stress away with books, movies, content, games, events and whatnot—meet them there.

Be relatable by being associated with something they already relate to.

Let me show you some examples...

2 Examples

1. Heinz

It was right there and Heinz just had to do it.

And they did it so well.

I love how perfectly their products fit into the currently popular Deadpool and Wolverine's visual narrative.

It is associated by color.

So simple and yet a smart way for Heinz to stay top of mind.

2. Volkswagen

Love how Volkswagen draws parallelism with their car and one of the greatest rock bands of all time: The Beatles

The band and their car share a name.

And the road in the picture is Abbey Road where The Beatles had their most popular shoot in London.

Talk about being iconic. Talk about being memorable. Talk about being relatable.

This is all 3 in 1 ad with no real copy.

3 Tactics for You

1. Perfect the Timing

Pop culture association is great until it's relevant.

Taylor Swift will be a far better brand ambassador than Michael Jackson today because of her relevancy.

2. Find a Point of Commonality

Whether it's visual or language-based, find a way to connect the pop culture reference to your brand, product or customer in a relevant context.

3. Use Iconic Phrases or Quotes

Choose the most memorable quotes or phrases from whatever your source of pop culture is to build an instant connection.

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

What do you think about copy with pop culture elements and today’s newsletter?

How to Write More Relatable Copy?

Choose a pop culture narrative.

1 Copywriting Tip

2 Examples

3 Tactics for You

Reply