3-2-1: Metaphors, Cognitive Biases, Copywriting Tips

Hey — It's Harry. The only thing I care about right now is making the best copywriting course I can. So this will be the last newsletter until  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Marketing Examples Logo
3-2-1: Metaphors, Cognitive Biases, Copywriting Tips
Hey — It's Harry.
The only thing I care about right now is making the best copywriting course I can. So this will be the last newsletter until my course arrives.
If you'd like to know when it's out (and get a 15% discount) — click here — I'll add you.
Enjoy the last dance.
Estimated read time: 3 minutes & 7 seconds.
Before we begin... Thank you to this week's sponsor...
Wynter
Trends is the single best group for entrepreneurs. Simple.
• I've been a member for a few years. It's actually good.
• Give it a try with their 7 day $1 trial

Three Copywriting Tips

1/ One tip to make copy less boring
Swap a literal word for a metaphorical one.
2/ Copywriting is more like math than you suspect
Objection handle. Social proof. Actionable outcome.
Two minute tweak. Thousands of extra subscribers.
Big thank you to Shaan, from Milk Road, for this example.
3/ This rebrand cost Tropicana $55M.
Copy is about communication. The quicker the better.
A straw in an orange is as clear as it gets. A yellow blob looks like medicine. And you miss the logo cause we read left to right.
I don't want to think to buy orange juice.

Two short examples

1/ Nine marketing examples that tap into cognitive biases
a) Alka-Seltzer and The Suggestibility Bias
Alka-Seltzer infamous jingle “plop, plop, fizz, fizz, oh, what a relief it is” reminded customers to take two tablets instead of one. Sales doubled.
b) Nomad List and The Halo Effect
Nomad List started donating 5% of revenue to remove CO2 from the atmosphere. Conversions increased 200%. Yes. This is unbelievable.
Uber's map didn't reduce waiting time but it did make waiting less frustrating. The uncertainty of waiting bothers us more than the duration.
d) Swedish Blood Banks and The Peak End Rule
When you donate blood in Sweden you get sent a follow up text when your blood's been used. The happy ending makes us want to do it again.
e) Rolls Royce and The Anchoring Bias
Rolls Royce favourite exhibition spot is yacht and aircraft shows.
“If you've been looking at jets all morning, a £300,000 car is an impulse buy. It's like putting sweets next to the counter” — Rory Sutherland
f) Peloton and The Sunk Cost Fallacy (Money)
A peloton costs $2000. The subscription costs $39/mo. So, either, you're locked in, or you admit to your spouse you've thrown away $2000.
g) Ikea and The Sunk Cost Fallacy (Time)
Ikea stores are deliberately placed on the outskirts of cities. The extra effort to get there incentivises customers to make the most of their trip.
h) Lyft and The Left Digit Bias
Lyft cutting the price of a journey from $15 to $14.99 had the same increase on consumer demand as from $15.99 to $15.
i) Starbucks and The Cocktail Party Effect
The sweetest sound in any language is our name. So Starbucks stopped calling out the drink and started using the customer's name instead.
These are not my own discoveries. Credit to Rory Sutherland, Richard Shotton, Trung Phan, Product Gems. Four fountains of knowledge.
2/ How to grow a YouTube channel in 2022
1. Film one longform video
2. To get a dozen clippable moments
Clips attract new fans. Longform satisfies old fans.

One Favourite Tweet

* * *
Quick reminder - If you like my newsletter please do “add to address book” or reply. These are “positive signals” that help my newsletter land in your inbox. If you don't you can unsubscribe here.
See you in Autumn — Harry
P.S. — If you're new to my writing and want an old (but equally awesome) 3-2-1 newsletter in your inbox every Monday whilst I'm away — click here.
P.P.S. — Song of the week (a father's day request from dad)
Enjoy the newsletter? Please forward to a pal. It only takes 15 seconds. Writing it takes me 15 hours.
New round here? Welcome. Marketing Examples here. Copywriting Examples here. Join the newsletter here :)

You are receiving this email because you signed up for my mailing list.
Marketing Examples | Copywriting Examples | Unsubscribe | London, SW19 5AE

Older messages

3-2-1: Cold email examples, Veed's SEO, Copywriting tips

Friday, May 27, 2022

Hey — It's Harry. I'm closing my laptop, walking to Ken's Chicken, eating some chicken, and going to bed. Enjoy my best effort. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

3-2-1: Reddit, Retention, Copywriting Tips

Thursday, May 12, 2022

Hey — It's Harry. Apologies for the delay. I'm in Tenerife on training camp. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

3-2-1: Viral content, 49.9% Open rates, Copywriting tips

Tuesday, April 26, 2022

Hey — It's Harry. Apologies for my lateness. I was up till 4am trying to finish. But I ran out of snacks so I got the bus home. Enjoy this week's effo ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

3-2-1: Canva's Ad, The Kyiv Independent, Copywriting Tips

Tuesday, March 29, 2022

Hey — It's Harry. Good to be back. I spent some time underground to focus on my copywriting course. Expect something beautiful. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

3-2-1: Meta Images, Pasta Playlists, Copywriting Tips

Tuesday, February 22, 2022

Hey — It's Harry. This might be my last newsletter for a little bit. My heart is telling me to move to the middle of nowhere, zone in, and finish that ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

You Might Also Like

Hack retention like unicorns do

Monday, December 23, 2024

Inro, Qolaba, MySEOAuditor, ContentRadar, and SEO Pilot are still available til end of this week. Then, they're gone!! Get these lifetime deals now! (https://www.rockethub.com/) Today's hack

The Profile: The CEOs attending psychedelic retreats & the crypto founders getting ‘debanked’

Sunday, December 22, 2024

This edition of The Profile features crypto entrepreneurs, 'psychedelic' CEOs, and more. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

🤔A lingering suspicion...

Sunday, December 22, 2024

Plus, what stands in most marketers' way... hey-Jul-17-2024-03-58-50-7396-PM Here at Masters in Marketing, Caroline, Laura, and I have interviewed some very bright minds from some very bold brands.

Marketing Weekly #211

Sunday, December 22, 2024

Marketing a Virtual Patient: The Quest to Eliminate Medical Error • What if You Could Reduce Returned Products With Just Some Lines of Text? • How to Manage an Omnipresent Social Media Strategy • 3

Salesforce Now Hiring 2,000 Sales Execs To Sell AI

Sunday, December 22, 2024

And the top SaaStr news of the week To view this email as a web page, click here Salesforce: Actually We're Going to Hire 2000 Sales Execs Now To … Sell AI So it was just the other day Salesforce

Sunday Thinking ― 12.22.24

Sunday, December 22, 2024

"When someone shows you who they are, believe them the first time." ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Chokepoints in the AI boom

Sunday, December 22, 2024

Plua: Why 2025 looks like a brighter year for VC, key signals for allocators and more Read online | Don't want to receive these emails? Manage your subscription. Log in The Weekend Pitch December

Brain Food: The Right Grip

Sunday, December 22, 2024

FS | BRAIN FOOD December 22 2024 | #608 | read on fs.blog | Free Version Welcome to Brain Food, a weekly newsletter full of timeless ideas and insights you can use. Before we dive in, a last-minute

🤖 Google Search “AI Mode” Dropping Soon

Sunday, December 22, 2024

The Weekend Update... ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

🦄 12 spicy takes

Sunday, December 22, 2024

Prediction markets, phone addiction, ESOP plans and other such things. 🎄 ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌