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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.

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

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

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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:

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

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

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

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Monzo are masters of this. They don't hide behind financial jargon. They make banking accessible and human.
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Here they are on LinkedIn:

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

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

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

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Buddy commits. Hard.

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

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

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They don’t just sell chocolate.

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

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

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✨ Let emotion do some of the work

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

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In our copy features explain. But emotion sticks.

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airbnb nailed this with their belong anywhere campaign

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

Emotions lead. Practicalities can follow.

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⭐Elf assessment:

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

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🎁My Christmas copy gift to you

Before you hit publish, ask:

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

Buddy would. 🎶✨

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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.

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

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🎵 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.

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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 ✨

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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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