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

Copy Cues Club #1

Hey Reader,

Welcome to the Copy Cues Club. I'm so glad you're part of the gang.

Today's copy lesson comes from Belter by Gerry Cinnamon:

Why does it work?

Gerry uses Scottish slang (belter = a stunner, babe, super attractive person) to relate to his audience. Doing this means the audience:

💙 Feel like they're part of an exclusive group

💙 Immediately know that this person understands their culture and how they speak

💙 Will connect on an deeper emotional level

💙 Appreciate the personalisation and are more likely to remember it

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Make it work for you

To give your audience the same feeling think about...

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💙 Whether you can personalise your product or service so it connects with your dream client.

Remember the #ShareACoke campaign? It increased Coke sales by 11% in the US. They even adapted the names for each market they're in, making people feel seen.

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💙 Writing like your audience speak, including using local slang and dialect

If you're based in Yorkshire, you could greet your clients with a friendly 'ey up. Even if you're not from the same place as your dream clients, you can still reference their accents like Reformation did.

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💙 Including nods to your audience's culture and way of thinking

Irn Bru's Yes We Can ad campaign for the Euros 24 is a great example of this: it captures Scotland's nervous optimism and giving a nod to an iconic Scottish football song.

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🤔 Want more tips on how to reach your dream clients?

🎵 On my playlist:

💻 I'm running a free website webinar with Beth Rawlins on 16th October. We'll be covering website strategy and structure, copy that works (and doesn't) and visual design. See you there?

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🎧 From Overlooked to Fully Booked

Niki Hutchinson talks about how to raise the profile of your business without being icky.

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📚 The Three Pine Series by Louise Penny

Looking for the perfect mystery series for autumn? This is it. Inspector Gamache is one of my all time favourite characters. The 19th(!) book releases at the end of the month so loads to get stuck into (although it doesn't get really good until book five)

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📺 The West Wing (stream on All 4 or Amazon Prime)

The ultimate cosy comfort watch for me. When Jed Bartlett's President, you know everything is going to be okay.

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💥 Atomicon 2025*​

After years of FOMO, I've signed up to my first Atomicon and I'd love you to join me there. The line up includes Seth Godin, Ferne Cotton and Laura Belgray. I can't wait.

* Affiliate link

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Thanks for being part of the gang. I'll be back in your inbox on the 11th November,

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✨ 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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