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

Copy Cues Club #13

Hiya Reader,

Anyone else feel like January was the longest month that was simultaneously quiet and chaotic?

Same.

But I'm back and here with a simple message.

It comes from James Taylor, You've Got a Friend:

Why does it work?

This copy seems simple but it's actually super powerful. It's why it's so good.

It gives a simple promise. It builds trust. And when people trust you, they're way more likely to buy from you.

Make it work for you

To apply it in your business think about:

✨ Being reassuring, not urgent

When you reassure, you give people space to breathe. Instead of feeling performance pressure, they feel good about where they are. They feel they're enough to begin and don't have to jump through 10 million hoops to qualify.

It tells people they don't have to have it all sorted before they work with you.

Headspace are excellent at this.

They often use language like:

🧠 Whenever you’re ready.

🧠 Start where you are.

🧠 There’s no right or wrong way to meditate.

There’s no countdown. No guilt. No urgency.

🪞Ask yourself: How can you ask people to take the same action while creating a safer feeling?

For example, instead of:

You could try:

✨ Focus on the person you're speaking to instead of yourself

People don’t connect with brands talking about themselves.
They connect with brands that talk to them.

Spotify consistently nail this.

They use language like:

🎵 Made for you

🎵 Your soundtrack

🎵 Songs you loved this year

And honestly? Their wrapped feature has become one of their biggest marketing tools. And they do it all by stepping out of the spotlight and letting their customers take centre stage.

When you speak to your audience, you immediately create connection. People feel seen instead of sold to.

🪞Ask yourself: What appears more often in my writing: "I/we" or "you"?

✨ Promise without overselling

Overselling tries to convince.
Honest promises let people choose.

Canva does this not by promising you'll become a designer. But by saying design anything.

The promise is access, not mastery.

Copy like this:

🎨 removes intimidation

🎨 sets realistic expectations

🎨 respects the user’s starting point

🪞Ask yourself: am I explaining what I do and why it matters as clearly as possible or is there jargon I can cut out?

Look for me and I'll be there

If your website or marketing feels like it’s asking people to jump before they feel safe — that’s usually a copy problem, not a confidence one.

This is exactly the kind of thing I help untangle through copy audits, strategy, and web copy that sounds like a real human. It's also what I'll be teaching people to do in my Honest Brand Comms course (launching in September!)

I'm not here to pressure you. But I am here if you need me.

🎵 On my playlist:

🎤 Honest Brand Communications

Unit 1 Purpose is officially written! Check out some cheeky wee screenshots of what you can expect. When we launch, all Copy Cue Club Members (that's you!) will get a discount cause you're my people 🧡

📚 The Holdout by Graham Moore​

One jury member changed the verdict. What if she was wrong?​
​This book lives rent free in my head. Please read it so we can talk about it.

🚿 K18 Airwash​

The dry shampoo you didn't know you needed.

🎲 Everdell​

You play as a woodland creature and build a city. Do I need to say more?

💍All things wedding

Just 32 days until we get married! Picked up the rings yesterday so it all feels super real now!

Hit reply and let me know what's new with you,

✨ 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.