This week, YOU, Reader, are joining 970+ people who’ll get this 73rd edition in their inbox today.

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It’s called the 1-2-3 copywriting newsletter, where every week you’ll get:

1 Copywriting Tip

2 Examples

3 Tactics on how to use it for your business.

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Best part? You’ll get all the good stuff by investing less than 5 minutes weekly.

Have you ever seen such a win-win situation? Me neither.

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1 Copywriting Tip

Tip: Attack the Medium

I came across this beautiful saying the other day that said, "Nuance doesn't scale."

I loved it because I know it's so true. My slow-growth social media-self related to it with every fiber of my being.

But I also know that to become better at your craft, you have to learn the nuances.

But here's the thing...

If you say something broad & obvious, only two things will happen:

1. Either you're considered a genius

2. Or you're considered a generic moron

Depends on your brand & reputation.

No seriously, if you have a positive audience perception—just state something obvious and people will still be delighted.

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Why?​
1. Because they know you.

2. They know your product.

3. And they like your product.

One of the best ways to do it is to attack the medium. In other words, calling out your own ad.

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Here are some of the best examples I could find...

2 Examples

1. RX Bar

RX's central brand messaging revolves around a single angle: no bullshit.

And they beautifully bring this out by attacking the medium with their ads.

They generate enough curiosity by doing so little.

That's (seems) genius (now).

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2. Oatly

I love Oatly because of how self-aware they are with their medium and yet they fail to take themselves seriously.

Thousands of dollars are spent on these print ads to say so little.

But they generate enough curiosity to eventually get people buying.

3 Tactics for You

1. Be Self Aware

Become self-referential and call yourself out. Yourself here could mean your brand, your readers, or your medium.

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2. Use Humor to Disarm

People find funny people interesting. If your ad makes them smile, maybe it'll feel less like an ad and more like a conversation.

E.g. "This isn't just another billboard. It's a 14 by 48-foot invitation to be our friend."

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3. Create a Narrative

You can tell the story about the making of the ad. Like a BTS that gives them insight into your brand and builds trust.

Well, that’s all I have for you today🤝

What do you think about attacking the medium and today’s newsletter?

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