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The newsletter which rips words from scripts and songs to help you craft standout copy.

Copy Cues Club #9

Hey Reader, 🤐

It's September. Normally that gives me big back to school energy (no surprise to hear I love that feeling) but I'm now sick (hence the lateness) and feel like I need a holiday already. Strong start. ANYWAY, this month's lesson is all about turning a negative into a positive and comes from Let Your Heart Hold Fast by Fort Atlantic

Why does it work?

Honestly, when you start listening to this song, you think it's going to be grim. The verse talks about how all their days are spent, desolating growing and their heart being pierced. But then, they flip it on its head and say despite what I'm experiencing, I'm not alone and this too shall pass. And turning that negative into a positive makes it 100x more powerful.

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Make it work for you

To turn negatives into a positive think about:

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✨ Owning the fact you're not number one

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Rather than being sad that they were the second most popular rental car company, Avis lent into it, showing customers that they go the extra mile.

If you're a freelancer, you can lean into the fact you're not as big as agencies or can't do as much as quickly. At the same time, highlight the fact that clients get the same person working with them every time, the same consistent results, the same in-depth knowledge of their company.

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✨ Showcasing the effort you put in

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Anyone else obsessed with the Nudge podcast? If you're not, you should be.

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I got to hear the host Phill talk about how effort boosts value. Not only does it boost your enjoyment (check out the IKEA effect) but it also boosts others enjoyment.

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Phill tested the theory on one of his episodes and found just by saying how long it took to make a video, it boosted enjoyment by 35%.

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For us, that means that just by explaining our processes, the work, and time we put in, we can increase customers' perceived value.

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✨ Reframe the negative

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Guinness were tired of customers complaining that their beer took ages to pour compared to their competitors. So they reframed it into this:

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They turned slowness into sophistication, making customers feel like waiting built anticipation, a sense of ritual, and reward.

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As a small business owner, you could turn "I don't do everything" into "I'm specialised in..."

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Got "rewrite my website" on your 2025 business to-do list and still not started? Book a call with me to see if I can help you get it done.

🎵 On my playlist:

🖊️ Working on...

A huge website overhaul for an international company, content creation for an NGO and developing a course I'm really excited about 👀

📚 The Wind Knows My Name by Isabel Allende*

A story that spans generations and intertwines past and present in a story of the search for family and home, the extraordinary sacrifices made by parents, and the courage of children to never stop dreaming. Made me cry. Gave me hope.

📺 The Great British Bake Off

The ultimate comfort and watercooler show rolled into one. This year I started a Bake Off Fantasy League to make it even more interesting. I picked Aaron as my winner which could be a mistake based on biscuit week.

🚅 24 hours with my bestie in Glasgow

She lives in Houston. I'm in Aberdeen. We've not seen each other since 2023. I met her baby. She met my fiance. It was the best.

🎲 Barcelona*

I'm going to level with you. This game took us a long time to set up and get to grips with. BUT, it was so worth it. You take on the role of builders rebuilding the city after the 19th century earthquakes. It looks beautiful and there are so many strategies you can use.

*If you buy from this link I get a wee commission without it costing you any extra.

Going to take a strategic nap and trust my sinuses decide to chill out,

✨ Bex ✨

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💌P.S. I'd love you to send me your favourite song or movie so I can use some copy from it in a future newsletter and give you a shout out. Just hit reply and let me know. I promise I'll read and reply to every email.

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