👀 View this copy goodness in your browser​

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.

​