Weekly Round Up #81
Your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, and some pretty cool copy examples.
Welcome to the 81st edition of the Weekly Round-Up — your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, pretty cool copy examples, and much more!
In this week’s issue:
Copy Tip: “The Already Convinced” Principle
How to Write with Accessible Language (via Litmus)
The 4S Behaviors: A New Way to Understand the Consumer Decision-Making Process (via Google)
Pressure (via Kevan Lee)
The Public Speaking Expert: This Speaking Mistake Makes People Ignore You! (Podcast Pick)
Copy Examples for Your Swipe File
Job Openings
Copy Tip of the Week
The "Already Convinced" Principle
When targeting product-aware or most-aware prospects, recognize they've already done most of their research.
They don't need education, they need affirmation.
These prospects aren't scrolling to learn what your product does. They're looking for permission to buy what they already want.
Try this approach:
Acknowledge what they already know ("You've researched every vitamin C serum on the market...")
Address their specific hesitation ("But what you're really wondering is...")
Bridge to the post-purchase reality ("Here's what happens the morning after you apply it...")
The most effective copy for aware customers doesn't sell the product—it sells the decision to finally buy the solution they've been searching for.
And they’re seeking reassurance that choosing your product (among all the options they've already researched) is the right move.
Give them that confidence.
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Must-Read Articles
How to Write with Accessible Language (via Litmus)
Why I recommend it 👉 One of the things I’m becoming more aware about is my privilege, primarily, the way we distribute and consume information is kind of ableist in many ways. As a copywriter and marketer, I can actually do something about it by writing with accessible language. So how do you do that? Start here.
The 4S Behaviors: A New Way to Understand the Consumer Decision-Making Process (via Google)
Why I recommend it 👉 While the traditional marketing funnel is a great foundation for any marketer to learn, sometimes it can be challenging to make sense of it in today’s tech-driven world. Enter: the 4S behaviors.
Pressure (via Kevan Lee)
Why I recommend it 👉 This has nothing to do with marketing and everything to do with it all at the same time. Why? Because it has to do with you. Kevan offers some fantastic suggestions and reminders here for dealing with pressure.
You Might Also Like:
Why Stories Stick
Have you ever watched someone bite into a lemon and felt your own face pucker up? Or cringed when you saw someone take a nasty fall? Or have your palms sweat while watching this documentary?
THE DIARY OF A CEO
The Public Speaking Expert: This Speaking Mistake Makes People Ignore You!
Listen on iTunes | Listen on Spotify
Why I recommend it 👉 Don’t let the title of this episode influence whether you think what Vinh Giang’s says is relevant to you or not. In my opinion, this isn’t about public speaking—it’s about how to better communicate with the people and the world around you. So whether you are client-facing in your job or only work with a small team, there’s something here for you.
(h/t to Riley Trotter for the recommendation!)
🔓 Want access to my entire swipe file database?
Subscribe here to unlock the magic link.Pretty Fly Copy
MATADOR
Format: Email
Why I like it 👉 Want to drive urgency? Prove to your reader something is popular and there aren’t many whatevers left. This campaign does it perfectly with minimal copy: “You blinked. Arctic White is gone. Two colors still left.”
HOLLOW
Format: Email
Why I like it 👉 An effective way to get your reader’s attention (and endear them to you) is to help identify with a community of like-minded people. This email did just that. It says: You must be this type of person because these are the type of people who enjoy this product, and to because you know what I’m talking about, take up to 40% off.
TAILWIND NUTRITION
Format: Email
Why I like it 👉 This is a great example of a campaign targeting someone in the middle of the funnel. As a marketer, you can assume they’re solution and/or product aware and want to know how your product stacks up to the rest. The FAQ-based approach in this campaign was a great way to do that!
HUMM KOMBUCHA
Format: Email
Why I like it 👉 This campaign is the perfect blend of personality, product features, benefits, and humor. I wish I had thought of it.
CROCS
Format: Ad
Spotted By: The Ad Professor
Why I like it 👉 9 words that have never been more true. Bought my first pair of Crocs at a mall in Lima, Peru in 2008. They were bright orange. Everyone did laugh at me. Fast forward 17 years later and people wouldn’t be laughing (just cringing because they were the color of a traffic cone).
TOP SPEED GOLF
Format: Video Ad
Why I like it 👉 Great headline (”Swiss Army Knife” Training Aid for Your Golf Game). Good hook (Flush contact… consistent ball flight… lower scores… Sound like big claims?). And fantastic body copy filled with social proof and answers the questions: how does this work and will it benefit me? For someone who’s in the problem aware stage, this ad does a great job of pulling them through the whooooole funnel.
Career Opportunities
These remote opportunities are updated every week with copywriting and marketing roles ambitious job-seekers should definitely apply for.
Senior Director, Marketing and Communications at Cure SMA
📍Remote ℹ️ B2B 💸 $90,000 - $100,000 (USD)
Copywriter at Undisclosed
📍Remote ℹ️ B2C 💸 $55,000 - $65,000 (USD)
Copywriter III (Part-Time) at the Lactation Network
📍Remote ℹ️ B2C 💸 $84,000 - $127,000 (USD)
Senior Copywriter (Brand Creative) at Wpromote
📍Remote ℹ️ Agency 💸 $95,000 - $115,000 (USD)
Advertising Copywriter at Mabaya Group
📍Remote ℹ️ Agency 💸 $25 - $75/hr. (USD)
That’s it for this week! If you have questions or comments — drop a note below.
✌️
Matt
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