Issue 02

Welcome back.

Though it may be 9:58 PM as I’m writing these words, I intend to send this little love letter to copywriting out every damn Monday. Today is no exception.

Yes, I’m breaking all email marketing laws, rules, textbooks, and lessons.

But that’s okay. Maybe I’ll unlock a super secret sweet spot when inboxes are starved for emails. Maybe not.

Regardless, please do enjoy.

HEADLINE — MOJO SUPERMARKET X TRUTH INITIATIVE

The core of copywriting hasn’t changed much over the past century.

It’s driven by curiosity. If you can get someone to be curious, you can get them to pay attention. If you can convincingly hold that attention, you can get them to do just about anything.

“A breathe of stress air” makes you stop and think for a briefly gorgeous moment. It makes you wonder.

And that’s the start we’re looking for.

🚨BONUS HEADLINES 🚨

In case you missed it:

The campaign above has been making the rounds on social media (mostly LinkedIn 🤮).

It’s a nice little piece of OOH advertising. Showing Yeti’s sustainability commitment in a clever way. Though I’m not sure the headlines are Earth-shattering, I do particularly enjoy the water bottle image.

SENTENCE — LAHD

I absolutely adore this sentence from a health construction company. Giving a potentially boring industry some heart and energy.

Saying,

“Yes, we do construction. But we’re more than that…”

Not everything needs to be gut-punchingly funny or a ludicrous claim. Clear and meaningful will get the job done. A perspective will get the job done. A tone of voice that sounds like a human being and not a goddamn Chat GPT script will get the job done.

LAHD hits all three, in so few words.

PARAGRAPH — HIGH FEVER NAMING STUDIO

This tiny but mighty naming studio has the punchiest web copy west of the Mississippi. The entire site is dripping with feverishly good wordplay.

Now, I may or may not have had a hand in writing this copy. But that’s a story for a different day.

It’s fun. It’s different. It’ll leave you feeling nauseous and sweaty (in a good way).

“YOU CANNOT BORE PEOPLE INTO BUYING YOUR PRODUCT; YOU CAN ONLY INTEREST THEM IN BUYING IT.”

— Jonah