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

Copy Cues Club #12

Hey Reader,

It's December. Christmas is coming. And I'm definitely ready for a holiday! This time we're getting festive with honestly one of my favourite Christmas films. It's not Home Alone 3 (my actual favourite)... It's Elf.

Why does it work?

Buddy is many things.
Subtle is not one of them.

And from a copywriting point of view?
Buddy’s confidence is doing a lot of heavy lifting.

Good copy doesn’t whisper.
​

It doesn’t apologise for existing.
It shows up convinced that what it has to say is worth hearing.

So how do you be more Buddy—and less awkward background hum?

Make it work for you

To be more Buddy in your copy, think about:

✨ Saying the thing directly. Not skirting round the issue.

​
Stop dancing around your main point. Sing it loud and proud like Buddy.

❌ “We’re passionate about helping businesses reach their potential.”
✅ “We help small teams get more customers without burning out.”

Monzo are masters of this. They don't hide behind financial jargon. They make banking accessible and human.
​

Here they are on LinkedIn:

Plain language. Clear process. Emojis.
No “innovative banking solutions” in sight.

⭐Elf assessment:
If someone skimmed your copy for 3 seconds, would they know what you do?

✨ Commit to a voice. Even if it's too much for some.

Buddy commits. Hard.

Trying to sound like “everyone” usually means sounding like no one.

Tony’s Chocoloney's copy is bold, values-led, and completely unapologetic.

They don’t just sell chocolate.

They talk—loudly—about exploitation, fairness, and fixing the system.

⭐Elf assessment:
Are you editing you self-censoring your copy to blend in?

✨ Let emotion do some of the work

Buddy doesn’t convince people with logic.
He wins them over with feeling.

In our copy features explain. But emotion sticks.

airbnb nailed this with their belong anywhere campaign

They could talk about filters, amenities, and cancellation policies.
Instead, they lead with how it feels to stay.

Emotions lead. Practicalities can follow.

⭐Elf assessment:

Are you only explaining what you offer—or why someone would want it?

🎁My Christmas copy gift to you

Before you hit publish, ask:

If not, turn the volume up—just a little.

Buddy would. 🎶✨

Want 2026 to be your Buddy year?

If your brand isn’t singing loud enough for people to hear who you really are, it’s time for a change.

​
​Honest Brand Communications shows you how to build a brand that’s unapologetically you—loud, clear, and full of personality.

🎵 On my playlist:🖊️ Working on...

Nothing...! I wrapped up my client work last week so prepping for next year. If you've got new web copy on your 2026 wish list, give me a shout.

📚 The Time Traveller's Passport Collection*

Six short stories by six phenomenal authors. I've been reading one a night before bed and I'm obsessed.

📺 Grey's Anatomy

I've got my fiancee hooked from the start and honestly forgot how good it is. My ultimate comfort show.

🎲 Wyrmspan​

Take my favourite bird game (Wingspan). Add dragons. You get Wyrmspan. Currently not allowing myself to buy it until the wedding seating plan is done.

📈 The 2026 Reading Tracker from Currently Reading​

It's due to drop by the end of the week. I can't wait to see the new features and get geeky tracking all my books.

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

Thank you for being the best people + supporting my wee business. As a Christmas gift, if you book a project with me by the end of Jan, I'll give you a 15% discount. Just send me a Buddy the Elf quote to let me know.

Have a great Christmas + I'll see you in 2026,

✨ 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.