Welcome to the 61st issue of Write On!

The newsletter that is one newsletter away from breaking Roger Maris’ record.

In today’s issue I’ll be covering:

• Bring your writing to life with beautiful and engaging design.

• How to write copy as sticky as lemon juice.

• Free office hours with me.

Estimated read time: 2 minutes 3 seconds

No Design Skills Needed

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A quick poll so I can write better newsletters for you:

How to write copy as sticky as lemon juice:

You’ve probably heard this before:

“You need to repeat a message 7x before it sticks”

Great advice, but most marketers don’t use it because they think this means their customers have to see their ad 7x.

But it’s not about seeing the ad a lot of times (sure, that helps)…

It’s about repeating the SAME MESSAGE over and over.

But also not word for word like a broken record player.

Instead:

• Try a different angle

• Use different wording

• Play around with new formats

The best copywriters know how to repeat the same message 100 different ways.

For example, let’s look at this masterful copy from Schweppes below.

They repeat the same message in multiple different ways (they’re selling the idea of having non-alcoholic drinks when you’re out with friends):

In this short amount of copy, they say phrases like:

• “grown-up taste”

• “first adult soft drink”

• “an unobstrusive way to sit out a round or two”

• “the only one you can order without feeling like a yokel”

By the end of the ad, you feel confident about ordering this drink out at the bar and not feeling awkward.

A few other copywriting nuggets from this ad:

• The man is dressed well:

  • This helps elevate the perceived value of the drink.

• The man has the drink turned upside down:

  • This opens the loop of “why?”

  • Later in the copy, they explain that it helps with the flavor.

• They play up the sensory language:

  • “You can see the lemon”

  • “uses whole, fresh lemons“

  • “Juice, pulp, peel, everything”

  • It helps you picture the product clearly.

One more free copywriting resource for you:

I opened up some “office hours” through the rest of March.

Happy to answer any questions about copywriting or email marketing during these 30-minute time slots — 100% free!

Grab a free slot below. There aren’t many outside of my 9-5 :)

P.S. If you don’t see a time that works for you but are interested in chatting, email me at [email protected], and we’ll try to find a time.

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

Cheers,

Joe

P.S. Whenever you’re ready, here are 3 ways I can help you:

1. I’m holding free office hours through the end of March. Grab 30-min here

2. Want to get your business or newsletter in front of 12,000+ entrepreneurs, marketers, and writers by sponsoring Write On? Click here for sponsorship details

3. For any other copywriting questions or consulting inquiries, email me at [email protected] - or just drop in and say hi :)