3-2-1: Simple CTA trick, Popup comparison, Free razor blades

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Hey — It's Harry.

Hope you had a nice weekend. I'm in Cornwall enjoying the seaside. Enjoy this week's tips.

Estimated read time: 2 minutes & 37 seconds.

Before we begin... Thank you to this week's sponsor...

• SEO, PPC, social, competitor research. All in one place?!

• Semrush is the tool that gets rid of the other tools.

• Give it a try with their 7 day free trial.

Three copywriting tips

1/ Simple CTA trick.

Add a few words to your button to handle the user's biggest objection to clicking.

2/ Don't think about “capturing emails”

Think about creating something worth subscribing to.

3/ Write the title only you can

Two short examples

1/ A Table of Contents can work wonders for SEO

1/ Anchor links are included in the SERP

2/ Keywords rank long-tail in Google

3/ Better UX means longer session duration (a ranking factor)

Credit to Pat Walls for this tip. He ran A/B tests on Starter Story and found a 2.6x increase in session duration after adding a Table of Contents.

2/ “Give 'em the razor, sell 'em the blades”

In the early 90's Gillette started posting free shaving kits to men to celebrate their 18th birthday.

The idea was simple — Hook men at the age they decide their shaving brand for life.

Let's do some rough maths:

90% of men pay no attention. 10% get hooked on Gillette. And spend $40/yr on replacement blades for the next 10 years.

That's an average return of $40 (10% * $40 * 10 yrs). On a gift that costs $10 to post.

Gillette post two million a year. $80M revenue. $60M profit.

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 next Monday — Harry

P.S. — I'm spending every working minute producing my flagship copywriting course. If you'd like to know when it comes out and get a 15% launch discount - click here - I'll add you.

P.P.S. — Song of the week

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3-2-1: Simple CTA trick, Popup comparison, Free razor blades

Older messages

3-2-1: Creative retention, Ask me Anything, Copywriting tips

3-2-1: Double Entendre, Billboards for social, Copywriting tips

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

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

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