Rolex or Louis Vuitton?
One of us! One of us! One of us!
Welcome to the 30th issue of Write On!
The newsletter that once ate cereal for breakfast every day. But now considers it a dessert.
Estimated read time: 1 minutes 52 seconds
Gary Vee is in.
Gary Vaynerchuk (aka Gary Vee) is recognized as one of the best marketers in the world.
Here’s what he had to say about winning in marketing in 2023:
“How do you make Nike matter to every single person? How do you make Apple, BMW, Prada? How do you make it actually matter? The way you make it matter is by storytelling. The way you make it matter is that story has to hit you.”
I saw a video of him sharing that take yesterday morning.
Guess what happens to be Chapter 1: Lesson 1 of my upcoming course? 👇
Seems like Gary Vee is on board. Hbu?
350+ Write On readers are on the waitlist to become a better storyteller so they can sell more online. Consider joining them because you’ll get:
Early access to the course launch
Sneak peeks into the course
Just click the button below 👇
Top Finds This Week:
📖 Storytelling: Creating a villain: 3 Keys to building an effective villain for your brand and story (link)
🧠 Psychology: 16 "dominant emotions" and how to use them in your copywriting (link)
✍️ Write On: Breaking down one of the most swiped ads ever. Every copywriter should study this (link)
The desire to belong:
An underused emotion in copywriting:
The desire to belong.
People buy specific brands like Rolex and Louis Vuitton to belong to a group.
An elite group.
The need to belong is one of the strongest emotions.
Not enough copywriters use it.
— Joe Portsmouth 🧲 (@joe_portsmouth)
Aug 4, 2023
Okay, so we know that the “desire to belong” matters. Let’s look at 3 examples of companies doing it right:
(psst… notice how these examples are in extremely saturated and competitive categories. But they find a way to stand out. That’s not a coincidence.)
“One for One.”
For every pair of shoes purchased from TOMS, they promise to donate a pair to a child in need.
When you buy a pair of shoes from TOMS, you feel like you belong to a movement of positive change in the world.
“Ever since our first day… we’ve been about one thing and one thing only - the Weekend.”
They’re not just selling shorts.
They’re selling the idea of a weekend lifestyle.
Chubbies customers feel like they belong to the “weekend warriors” club.
Death Wish Coffee:
“Anyone without a death wish is already dead.”
Aka… you’re either with us or against us.
You can either handle the “world’s strongest coffee” or you can’t.
You don’t buy this brand just for the kickass coffee.
You buy it to feel like you’re one of those badasses who can actually handle it.
That’s all for this week. Thanks for reading.
See you next Wednesday!
P.S. Whenever you’re ready, here’re three ways I can help you:
Facts tell. Stories Sell. Use storytelling in your copywriting to grow your business. Get early access to my new course: The Storywriting Playbook (👉Add me to the waitlist!)
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P.P.S. If you've got a moment, I'd love to get your feedback:
What did you think of today's newsletter?