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Headers
Features
Social Proof
Story
Lead Magnet
Ads
Simple
Outcomes
Creative
Contrast
Rhetorical
Conversational
B2B
B2C
Type TYPE
Headers
Features
Social Proof
Story
Lead Magnet
Ads
STYLE STYLE
Simple
Outcomes
Creative
Contrast
Rhetorical
Conversational
AUDIENCE AUDIENCE
B2B
B2C
NEWSLETTER NEWSLETTER
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#1 Marketing Newsletter”
Read by 130k
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How to write a memorable line?


Turn a familiar line on it's head.
You can say a lot with a little


1. Tease outcome - “A smile you'll love”


2. Reframe cost - “less than $3 per day”


3. Drain objections - “Safely”, “from home”
Make yourself easy to sum up


1. Two steps - “Build your”, “Train your”


2. One outcome - “Scale your...”
A little hyperbole


Turns a plain line into a playful one
How to approach “lead magnets”


1. Make something customers want


2. Make it easy to get
You can say a lot in a little


1. Remove friction - “17 minutes”


2. Single out target - “built for newsletters”


3. Concrete comparison - “exactly like...”


3. Drain objections - “few clicks”, “nocode”
Great example of metonymy


“wet hankerchief” → “cold”
Clever reframe


“Paralympians” → “Superhumans”
Ahrefs' header


#1 objection - “don't have to be an SEO pro”


#1 outcome - “rank higher”
Tools to add rhythm


Parallelism - “Caffeine... Protein...”


Anaphora - “It's a... It's a...”


Alliteration - “cup of coffee”
Hey, I'm Harry. Every Monday I share:
3 short examples
2 copywriting tips
1 favourite tweet
Marketers voted it the “#1 marketing newsletter”. 130k people enjoy it.
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