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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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“A small admission gains a large acceptance


— Bill Bernbach
Smart writing is simple


“Don’t use a five-dollar word when a fifty-cent word will do” — Mark Twain

h/t Louis Grenier

Oatly's packaging


1. Takes a stand - “Most companies think...”


2. Has a personality - “We believe...”


3. Makes me laugh - “Bigfoot is real...”


Give me something to hold onto beyond
“we sell oat milk”

h/t Ana Alessandra

“Make yourself easy to sum up


— Jack Butcher
“Write headlines that tease stories


— Thomas Kemeny

h/t Honey Copy

Newsletter copy checklist


1. Give it a name - “3-2-1 Newsletter”


2. Whet my appetite - “The most wisdom...”


3. Tell me when - “Every Thursday”


4. Tell me what - “3 ideas, 2 quotes, question”
Write falsifiable copy
Five tools for your toolbox


1. Parallelism - “some see... we see...”


2. Alliteration - “wonky... wonderful”


3. Implied metaphor - “Rescue...”


4. Tricolon - “too big” “too small” “too many”


5. Repetition - “Buy Odd, buy Oddbox”
Hell of a header


1. Irresistible outcome - “$50k in 20 minutes”


2. Made believable - “$95,425 credits found”


3. Made frictionless - “We do the paperwork”


4. De-risked - “you pay $0”
Don't write another cookery book


“Sell in a category of one— Alex Hormozi
Hey, I'm Harry. Every Monday I share:
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2 copywriting tips
1 favourite tweet
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