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

Copy Cues Club #7

Hey Reader,

Welcome to another Copy Cues Club friends!

Is it later than planned? Yes.

Am I a slightly chaotic hurricane at the moment? Yes.

Is this still the excellent quality newsletter you expect from me? Also yes.

In tribute to my fiancé (What?! Was that a flex?), this month's Copy Cues Club comes from Samwise Gamgee in the Lord of the Rings: Fellowship of the Ring:

What does it teach us?

Sam shows us the power of a promise and what happens when you say you'll do something and then do the thing. You can do this in your copy by thinking about:

✨ What can you promise that no one else can?

✨ What will you never do?

✨ How do you show you meet that promise?

Make it work for you

To harness the power of promises, think about:

✨ What makes you different from everyone else

There are loads of great people doing what you do. But no one does it quite like you. What is it about you that makes clients love you? Have a look at your testimonials. Not the ones that just say you're generally great. the ones that make you really specific. Here's a great example from Lumen & Fox:

I snuck in a wee brag in the subject line: How I get an email open rate between 78.8% and 86.7% . You can see the stats for yourself 👇

My secret? I tell people what I'll do on my landing page:

And then I do it?

Is it for everyone? No, there's people who unsubscribe and that's cool.

But does it deliver what it says without being spammy, salesy and annoying everyone? Yes.

✨ Tell people what you'll never do. (It helps remind them of what you really value).

You know that phrase "you've got to stand for something or you'll fall for anything?" It's pretty accurate.

But don't just tell people what you're about. Tell them what you're the opposite of. If you're not sure where to start ask yourself:

❓What gives you the ick?

❓What do you want to be known for?

❓What makes you roll your eyes?

Here's TD Bank showing us how it's done (without it being in your face).

✨ Show them the receipts

Okay I know I mentioned it last month but show you do what you say you do. Social proof matters. Don't believe me? I've got the stats:

Sprinkle in a bit of social proof wherever you can:

💻 on your website

💼 on your business card

💌 in your email signature

🤳on social media

Want to read more about brand promises? I got you.

Want a freebie to help you talk about your business without being boring?

🙋‍♂️Grab it here​

🎵 On my playlist:

🖊️ Working on...

Brand comms, web strategy & web copy for a sports broadcasting company & a healthcare charity; French to English translations for a new tech products about to launch, a marketing strategy for a podcast.

📚 Surrounded by Idiots by Thomas Erikson

I read this with a team I work closely with and it was SO helpful. We have a common language to talk about things and now understand ourselves, each other and our clients better.

📺 Race Across the World

Okay every time I start a season I think I don't like the people and then fall in love with them all. I'm rooting for Tom and Caroline.

💍Wedding planning!

I got engaged last month(!) and am DEEP in wedding planning. Got any tips? Things to avoid? Let me know.

Thanks for being the gang to my Kool. See y'all in June.

✨ 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.