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

Copy Cues Club #14

Hey Reader,

February was short, sweet + soundtracked almost entirely by Mumford & Sons.

So no surprise where this Copy Cues comes from.

Conversations with My Son (Gangsters + Angels)

Why does it work?

“Here’s where heaven starts” is a huge statement.

Heaven is abstract. Lofty. Almost untouchable.

But it lands because it’s anchored to something physical:

Reach.
Hand.
Heart.

The promise is big.

The image is small.

And that’s the move most business copy forgets to make.

Make it work for you

And see what it looks like irl.

To apply it in your business think about:

✨ Making your promise tangible

Show people exactly what they're getting.

Apple nailed this with their iconic ad:

They didn’t say:
“Revolutionary portable digital music experience.”

Instead they gave:
A number.
A pocket.

You can picture that instantly.

A big promise small enough to fit in your jeans.

✨ Show how you solve every day annoyances

Honestly? Most of us aren’t looking for a company to fix everything.

We just want them to fix one tiny but very annoying problem.

M&Ms get this.

The big promise is better chocolate.

But they don’t talk about premium ingredients or cocoa percentages.

They talk about sticky fingers. Chocolate stains. Ruined clothes.

It’s practical.
Relatable.
Physical.

They’re not promising to change your life.

They’re promising clean hands.

✨ Ground your benefit in real life

Don't just promise.

Prove it.

It doesn't have to be big.

It just has to be memorable.

Let's take a look at Specsavers.

The big benefit is better eyesight.

But they show it through tiny, awkward, everyday moments:

Waving at someone who isn’t waving at you.
Mistaking one thing for another.
Embarrassing little mix-ups.

They don’t sell “clinical optical precision”.

They sell not waving at a coat rack.

Better eyesight → fewer awkward moments.

Reach across again

See the pattern?

Big emotional promise.
Small, concrete anchor.

That’s what makes it believable.

So take your biggest claim and ask:

What does this actually look like on a Tuesday morning?

Instead of: “I bring clarity.”

Try: “You’ll open your website and finally stop wincing.”

Instead of: “I help you feel confident in your messaging.”

Try: “You’ll be able to explain what you do without saying, ‘It’s kind of like…’”

Instead of: “Transform your brand presence.”

Try: “You’ll know exactly what to write on your homepage without rewriting it 14 times.”

Big promise.

Small, specific proof.

Hand over heart.

🤝 Reach across to me

If your messaging feels a little floaty right now, hit reply and send me the vaguest sentence on your website.
​

Let’s put a hand over its heart.

🎵 On my playlist:

👰‍♀️ Getting married!

We are officially in wedding week so I’ll be off from Wednesday for a week to do the last-minute bits + bobs + maybe sleep occasionally.
Next time you hear from me, I’ll be a married woman(!)

🤖 Creating custom GPTs

Yes, I’m that person. Building tools that make my marketing better, my workload lighter + still sound completely Bex.

📚 The Husband's Wife by Alice Feeney​

New Alice Feeney? Put it in my veins.

🎲 Wingspan: The Americas​

Yes, it’s an expansion.
Yes, it’s still my favourite ever game.
No, I will not be taking questions.

I’ll be back in April — married + still talking about copy.

Don’t worry, I’m keeping Elder for work.

Chat soon,

✨ Bex ✨

💌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.