Welcome to the 55th issue of Write On!

The newsletter that only saved 14% when switching to Geico.

In today’s issue I’ll be covering:

• How to start writing online (become a prolific writer in 7 days)

• Speak to the emotions behind the decision rather than the decision itself

• Top finds this week, including 11 blog title templates that have generated millions in revenue and organic traffic

Estimated read time: 2 minutes 20 seconds

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I’m not crying, you’re crying:

You’ve probably heard this copywriting tip before:

“Customers buy with emotion and justify with logic.”

Great advice. But how do we action on that?

By speaking to the emotions behind the decision rather than the decision itself.

Let’s talk through an example: Spotify’s “Music for Every Mood” campaign 👇

Why this campaign works:

Spotify could talk about their massive music library, new AI features, or their sleak and user-friendly design.

But instead, they use the emotional power of music to connect with their audience.

Because music is deeply personal.

You can hear a song from 20 years ago, and it will instantly take you back to the feelings you remember when you first heard it.

They sell the moments of your everyday life where music already has its place:

“Yeah, Joe. Selling music is a layup. My product doesn’t have an emotional aspect to it.”

Yes and no.

The emotional connection to music is obvious, sure.

But any product can relate back to everyday life. You just have to have a deeper understanding of the customer experience.

A Beard Club Example:

I work full-time at Beard Club (we sell beard growth products).

A lot of our value props are focused on:

• Fill in beard patchiness

• Grow a full beard in 5 min a day

• Make your beard softer and less itchy

Those selling points are all great and have their place. But they lack an emotional component.

If you want an obvious place to look for the emotional component of your product, go read your product reviews.

At Beard Club, we get reviews like this:

• “I’ve tried filling in my patches for YEARS. Now I finally have the beard I’ve always wanted.”

• “My wife loves how the Beard Oil has made my beard softer and smells better.”

• “I’ve been getting so many more compliments on my beard since starting to use the Premium Kit.”

You can see how these reviews can easily turn into more emotional and engaging copy:

• “Grow your beard in weeks, not years.”

• “Your wife and your beard will thank you.”

• “Warning: frequent compliments might occur.”

Bottom Line: Sell the emotions behind the decision rather than the decision itself.

Top Finds This Week:

📖 Storytelling: 15 ChatGPT Prompts To Help You Get Better At Storytelling Frameworks: (link)

💪 Writing Exercise: How to create a LinkedIn banner that positions you as the expert (and attracts your ideal customers): (link)

🖼 Frameworks: Steal these 11 blog title templates that have generated millions in revenue and organic traffic: (link)

📜 Principles: 21 copywriting lessons for the 21st century: (link)

✍️ Write On: The Rule Of One in copywriting: (link)

That’s all for this week! See you next Wednesday.

Cheers,

Joe

P.S. Meme for your thoughts?

A WRITE ON REVIEW: