Write copy like a formula 1 racecar

Welcome to the 7th issue of Write On!

I have a copywriting A/B test win — hot off the press — to share with you in this issue.

It’s wins like these that remind me of how powerful copywriting can be.

Estimated read time: 2 minutes, 38 seconds

Before we jump in… let me introduce you to our Write On recommended read of the week:

✅ Learn buyer psychology in 3 minutes a week

✅ Use these learnings to improve your copy

✅ Join 40,300+ smart readers (100% free)👇

Top Five Finds:

📖 Storytelling: The 9 rules of brand storytelling summed up in 12 seconds of read time.

🖼 Framework: Communicate more effectively than 95% of people with McKinsey’s 3-Step Pyramid Principle.

📜 Principles: This copywriting tip will put you in the top 1% of marketers → sell the benefit of the benefit.

⚙️ Tool: Discover an untapped goldmine of content ideas for your business.

🤖 AI: Make ChatGPT write like you - in your style, voice, and tone.

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One More Thought:

I ran an A/B test last week at my full-time job (Beard Club), and the results made me smile from ear to ear:

• 33.51% uplift in click-through rate

• 35.61% uplift in conversion rate

• 70.89% uplift in revenue per email

The only difference was a few lines of copy (the winning variation is highlighted in green below):

Why did this copy work?

Let’s break these variations down line by line.

Variation A: "Maximize your beard growth by keeping your derma roller sharp."

This is okayyyyy, but it isn’t blowing anybody’s socks off:

• Covers benefits (“maximize your beard growth”)

• Covers how to achieve those benefits (“by keeping your derma roller sharp”).

Now let’s look at the winning variation:

Variation B:

"Your derma roller is a formula 1 race car.

After a certain number of laps, you need to replace your tires to maintain that maximum speed.

For max beard growth, your derma roller needs fresh microneedles (aka: your new tires)"

✅ Line 1: “Your derma roller is a formula 1 race car.”

• An analogy that the majority of our readers will understand immediately.

• It implies superior performance.

✅ Line 2: “After a certain number of laps, you need to replace your tires to maintain that maximum speed.”

• Keeps the analogy going.

• Sets the stage for the importance of “replacements” — to maintain the best results.

✅ Line 3: “For max beard growth, your derma roller needs fresh microneedles (aka: your new tires)"

• Completes the analogy.

• Frames repurchase as a necessity to maintain peak performance and their desired benefit (“max beard growth”).

💥 Action Items:

• What are some relatable things you can compare your product to?

• Run an A/B test using a relatable analogy, and let me know how it goes!

That’s all for this week. Thanks for reading.

See you next Wednesday!

Joe

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

1. Check out a list of my favorite copywriting tools and resources. I’m constantly adding new ones to the list.

2. Craving more writing tips? Check out past issues of Write On here.

3. Want a free copywriting consultation? Book 15 minutes on my calendar.

P.P.S. And if you've got a moment, I'd love to get your feedback:

Feel free to respond to this email with any thoughts, questions, etc.

I read every reply :)