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Welcome to the 46th issue of Write On!
The newsletter that Tony the Tiger once described as “GRRRRRREAT!”
In today’s issue I’ll be covering:
How e-commerce brands unlock profitable growth
How to use comparative risk illustrations in your copy
Top finds this week, including 4 quick tips from Amazon to instantly produce better writing
Estimated read time: 1 minute 28 seconds
How eCommerce Brands Unlock Profitable Growth
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How to use comparative risk illustrations in your copy:
100% of Write On readers right now:
That was my first reaction when I heard about this concept, too.
Let me explain in simpler terms:
“Comparative risk illustration” is when you draw comparisons between the perceived risk of your offering and every day, more accepted risks.
Example:
WhatsApp does a masterful job of applying this copywriting strategy in their hit commercial about encrypted text messages (click below to watch the 1-minute video):
In this commercial, Whatsapp compares the risk of sending unencrypted text messages to using a carrier pigeon.
The genuine reactions of the customers being pranked heighten the perceived risk of not taking action.
i.e. It makes the risk of not using WhatsApp feel more real and immediate.
They also do a great job of taking a complex topic (encrypted text messages) and simplifying it with a comparison that everybody understands (carrier pigeons).
By the end of the commercial, WhatsApp has built up the problem in the viewer’s mind.
They close it out with three great lines of copy:
5.5 billion unencrypted texts are sent every day. With WhatsApp, your messages won’t be one of them. Message privately with end-to-end encryption.
BIG problem → Solution → Benefit
💥 How to take action: Use a relatable analogy in your copy to make the risk of not using your service or product feel more tangible and immediate.
Top Finds This Week:
📖 Storytelling: Packaged nostalgia pulls heartstrings and opens wallets. Here’s how to use it in your copy: (link)
💪 Writing Exercise: Use this 9-step framework to go from an idea to the first draft in 90 minutes flat: (link)
🖼 Frameworks: 9 out of 10 times, this easy sales format is all you need to convert readers into customers: (link)
📜 Principles: 4 quick tips from Amazon to instantly produce better writing: (link)
✍️ Write On: Last week, I hosted a Twitter Space with someone who sold over $1,000,000 of products on Poshmark. We talked about the concept of reverse storytelling, story brands, and much more. Check out the recording here: (link)
That’s all for this week! See you next Wednesday.
Cheers,
P.S. Meme for your thoughts?
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