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

Copy Cues Club #11

Hey Reader,

Okay. I know I'm out of sync. October has been crazy busy (in all the best ways). But honestly, this song lyric is so good it's well worth the wait. If you have children/niblings/grandchildren of a certain age, you'll be familiar with Moana. If you're not, you're about to be. This lesson comes from Can I Get a Chee Hoo by none other than Dwayne "The Rock" Johnson

Why does it work?

I challenge you to listen to this song and not feel hyped and ready to take on the day. I love that Maui/The Rock is reminding our heroine of who she is and what she's all about. It's powerful because he doesn't tell her who she is, but invites her to discover it for herself.

Make it work for you

To remind your clients who they are and what they're all about:

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✨ Use the same language your customers use

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One of the most powerful things you can do is use the same language your customers use. If you're not sure what this looks like, take a look at how people talk about you in testimonials. It's a super helpful tool because:

❤️ It builds connection with your customers
❤️ It creates instant understanding

❤️ It makes your brand feel human

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Starbucks show us how it's done by adopting PSL in their advertising... the way every pumpkin spice latter fan refers to their fave drink. With one word, this ad tells you everything you need to know.

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✨ Make your customer the hero

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Maui reminds Moana that she's the main character and we need to do that for our customers. Our business isn't the hero. The customer is.

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Dove do this super effectively by opting to use real, regular women in their campaigns rather than professional modelling. This shows customers that it's for people like them. Not an aspirational beauty standard that feels impossible to meet.

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✨ Ask you customers for a response

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Maui asks Moana who she's going to be. He needs her to come to her own conclusion. And sometimes we need to do the same.

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This moment of reflection lets customers come to their own conclusions instead of telling them what they need. It turns your marketing from a monologue into a dialogue where you get insights into what matters to your customers + they feel more invested in your business.

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Lego do this brilliantly by inviting people to submit ideas for new Lego sets, turning their fans from customers to creators.

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Psst. I'm launch a new course in 2026 which will help you attract your dream clients, articulate what you do in a way that sells + showcase your expertise. Be the first to find out more about it 👀

🎵 On my playlist:

🖊️ Working on...

Fresh web copy for a business consultancy company + a bar tending company (variety's the spice of life!)

📚 The Correspondent by Virginia Evans*

Possibly my favourite book of the year. It made me laugh, cry + wish Sybil was real.

📺 Celebrity Traitors

No spoilers but I'm still not over the ending. Also, Joe Marler is one of my favourite people ever.

✨ Tradeshow Fun

I got on the road + went to the West Lothian Tradeshow. I had the best time + left feeling I'm actually pretty good at what I do.

🖌️DIY Adventures

We turned a purple + grey wall into a navy + gold one. I felt like an actual capable adult. Think it looks good?

💿 Buying all the vinyls

My new obsession. I make no apologies.

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

See ya in December when we get festive,

✨ 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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