Daily Copywriting

Just a friendly reminder: You do not need a bigger budget. You need a better message.

Copywriting Rule: Write like you’re having a one-on-one conversation, not addressing a crowd.

Let me spill the tea on one of my biggest marketing wake-up calls. A few years ago, I worked on a campaign for a DTC skincare brand. We went all-in on the “rational” playbook—dermatologist-approved ingredients, clinical results, blah blah blah. Guess what? The moment the ads stopped, so did the sales. Ouch. Round two? Completely different story. We scrapped the boring stats and built a campaign around a real customer—a mom who’d been too self-conscious to take family photos for years. Her transformation wasn’t just skin-deep; it was life-changing. When we shared her story, the internet blew up. The takeaway? Emotional campaigns are more likely to generate buzz and shareability, driving more impressions and ultimately, sales. Tracksuit found that ads that elicit highly positive emotions are 27% more likely to go viral and generate word of mouth. What’s more, emotional ads are 40% more likely to reduce price sensitivity than all other ads. People will pay more for your brand if you make them truly FEEL something. At the crux of it all: Emotional ads stick in your mind and help you form positive brand associations. At any given time 95% of your target consumers aren’t ready to buy, but by creating an emotional connection with them, they are far more likely to remember you when they are. If you’re still leaning on rational, product-focused campaigns, I get it—I’ve been there! But it’s time to pivot. Tracksuit’s new report, The Emotion Effect, breaks down the “Seven Deadly Sins” of emotionless campaigns and shows you how to create ads that stick through plenty of real life examples. ✨ Ready to make every dollar work harder? Download the report 👉 https://hubs.li/Q02Zg_Bw0 Because when you tap into emotion, you’re not just selling—you’re connecting. ❤️

If you’re selling to moms, speak like a mom. If you’re selling to techies, speak like a techie. If you’re selling to foodies, speak like a foodie. People buy from those who speak their language.

It's a balance Credit: SubjectLine.com

To pay attention, people need a reason. To stay engaged, people need a story. To take action, people need an incentive. Ensure your copy provides all three.

One of the most authentic Christmas ads I have ever seen. 'Don't Drink And Drive' 💡 Heineken | McCann | Bogotá | 2009 Credit: Famous Campaigns

The jarring marketing disconnect: We are accidentally spamming our consumers. A recent study across the U.S., U.K., and Australia shows how profoundly marketers are misfiring with consumers: While businesses think just 13% of their messages are unsolicited, consumers feel 85% of the messages they receive from businesses are spam. Even more concerning – Businesses believe 81% of their messages are useful, but 84% of consumers disagree. Businesses think 75% of their communications are personalized, yet consumers say it's closer to 17%. How do we bridge this gap? Giving the power of choice back to your audience. 1. Implement transparent data control Let customers choose what data you collect and be clear about how their information will be used. Make privacy policies accessible and understandable. 2. Respect preference choices Allow consumers to adjust their privacy preferences and tailor content to their choices. Enable easy opt-down options instead of just opt-out. Tools like Usercentrics consent and preference management platform helps you do that. The bottom line: Trust is becoming a critical factor in consumers’ purchasing decisions and brand interactions. If I don’t trust you, I’m not listening to anything you say. If I trust you, I will spend more time interacting with you. Start your consumer interactions with trust and build for long-term growth. You’ll thank me later. P.S. I’m proud to partner with Usercentrics to bring you this content.

Copywriters: If you're doing market research do this: 1) Go to Google 2) Search for your competitors 3) Check the reviews for their products 4) Study the complaints presented in each negative review 5) Solve those complaints with your own product Implement this. Win.

THIS is how you grab attention in a busy world 👏 👉 Simple, human, relatable 👉 Digital x IRL = shareable 👉 Makes you stop and smile If I snapped a pic, you know others did too 🤷♂️ Big up Le Garrick, Covent Garden 💐 I love to see a local spot get creative with their marketing, don't you? ♻️ Repost if you loved this too. Credit: Jolyon Varley