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

Copy Cues Club #

Hey Reader,

It's finally feeling like summer and I'm in Greece but I'm still coming at you with a Copy Cues Club because SOMETHING BIG HAPPENED.

Taylor Swift finally owns all her music after an epic saga and 3 (taylor's version) re-releases. To celebrate, today's copy comes from Getaway Car which we can now all listen to guilt free. Obviously I've used the bridge because it's iconic.

Why does it work?

Taylor shows us how we can use cultural references as short-hand. By using Bonnie and Clyde, in three words Taylor tells us:

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✨ She's on the run with the one she loves

✨ She feels like an outsider

✨ She's seeking fame, fortune & thrills

✨ Her path could lead to a tragic end

Make it work for you

To make the most of short-hand references think about:

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✨ If your audience will understand them

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There's no point using a reference as short-hand if your dream audience don't know what it means. The idea is to make people feel part of the gang, not excluded because they don't get it.

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This is particularly important to think about if you're marketing in multiple countries or to multiple cultures. What works in the US may fall totally flat in the UK.

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Johnnie Walker pulled it off when they expanded their target audience by releasing a "White Walker" limited edition whisky, aiming to attract younger men.

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✨ Don't over explain

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You know that moment when you've told a joke, no one gets it and then you try and explain it while low key dying at how cringe the situation is? Just me? Cool.

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Over explaining your reference is the equivalent of that moment. It's trying too hard and being too clever. If you're going to use a cultural reference it has to have instant meaning to your audience.

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Gatorade nailed this in the 90s by pairing up with one of the biggest athletes at the time who everyone wanted to be like:

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✨ Make it memorable

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The reason these cultural references work so well is it makes your copy stickier. You're already taping in to something familiar so our brains are more likely to remember it.

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Aldi showed us how it's done with this ad:

You'll be singing Livin' on a Prayer all day now. You're welcome.

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Need a mid-year copy refresh on your website? The copy check up could be for you.

🎵 On my playlist:

🖊️ Working on...

Brand strategy & web copy for a human rights charity & a finance company (it's all about balance, right), prayer guides for an app relaunch, B2B finance blogs.

📚 Atmosphere by Taylor Jenkins Reid

When TJR releases a book, I'm automatically buying it. It literally released today (when I'm writing this in the past) but I'm sure it'll be the perfect beach read.

📺 Last One Laughing

If you love Taskmaster this is for you. I still can't think about Bob Mortimer saying "It's just magic" without laughing.

🏖️ Living my best life in Greece

Got any helpful phrases I should know? Any must-eats? I want to hear them.

Hope you've got a holiday planned too! I'll be back in your inbox in July.

✨ 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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