Welcome to the 49th issue of Write On!

The newsletter that has a 99 overall rating in Madden.

In today’s issue I’ll be covering:

• Free 5-Day Ghostwriting Email Course

• Ending 2023 with the Peak-End Rule

• Top finds this week, including a scientific process to find out if your ideas are good or not (before you even start writing them)

Estimated read time: 3 minutes 0 seconds (nailed it!)

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Ending 2023 with the Peak-End Rule:

Before we dive in…

I just wanted to thank you for reading Write On this year.

Whether you’ve been here since issue #1 in January or today is your first newsletter.

Thank you!

I hope the weekly copywriting tips and resources have been helpful on your writing journey.

If there’s anything I can do to improve Write On for you in 2024, please reply to this email and let me know. I’m here to support you!

Now, let’s end the year talking about the Peak-End Rule 👇

Here’s a quick real-life example to put it into perspective:

You go to a baseball game on a Sunday, and then the following day at work, your coworker asks, “How was the game?”

You might say something like, “It was great. Aaron Judge hit a grand slam, and the Yankees won 4-2.”

Without realizing it, you described the peak (Aaron Judge’s grand slam) and the end (the Yankees won).

Pretty straightforward.

But, what does this have to do with copywriting? Why should we care?

Because when this rule is applied to your copy, it produces the following benefits:

1. Increased Engagement: By focusing on creating memorable peaks and positive endings, you capture and retain the reader's attention more effectively.

2. Improved Conversion Rates: Memorable and positive experiences in your copy can lead to higher conversion rates as they create a stronger emotional connection with your brand or product.

3. Brand Loyalty: Positive experiences can foster stronger brand loyalty, as readers are more likely to remember and return to a brand that made them feel good.

Look at this example from airbnb:

In this 15-second commercial, they’re able to capture the value of the Peak-End Rule with two short sentences:

Here’s the entire transcript of the commercial:

“If you’re taking a trip with your friends, why pay for four hotel rooms to stay apart from your friends? Get an airbnb and stay together for less.”

Let’s break it down:

• The peak: “taking a trip with your friends”

• The end: “stay together for less”

That’s what airbnb is selling. The peak and the end.

Bonus: they weave this psychological effect into the PAS framework:

• Problem: “why pay for four hotel rooms”

• Agitate: “to stay apart from your friends”

• Solution: “Get an airbnb and stay together for less”

Now, you might be thinking: “Joe, are you saying the airbnb marketers had the Peak-End Rule in mind when creating this commercial?”

Probably not. That’s impossible to say.

But just like you described the Yankee game earlier, the Peak-End Rule pops up without you even realizing it. The psychological effect is ingrained in us.

So it doesn’t hurt to be intentional with it, too!

Top Finds This Week:

📖 Storytelling: A simple 5-step storytelling guide (in one infographic): (link)

💪 Writing Exercise: A scientific process to find out if your ideas are good or not (before you even start writing them): (link)

🖼 Frameworks: A simple writing framework that you can use for short AND long-form posts: (link)

📜 Principles: Save your cold email response rate and avoid these 5 first lines: (link)

✍️ Write On: 6 easy ways to generate ideas for copywriting: (link)

That’s all for this week! See you next Wednesday (it took all of my strength not to write “See you next year” 😜).

Cheers,

Joe

P.S. Meme for your thoughts?

A WRITE ON REVIEW: