Copy Tip #47: Want to be a part of an inside joke, [FIRST NAME GOES HERE]?


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2 Examples

3 tactics on how to use it for your business.

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1 Copywriting Tip

Tip: Have an inside joke

Brands have customers.

And then there are loyal customers. The "besties."

Today's copywriting tip is for these brand besties.

Because having an inside joke is how you build a special bond between your brand and customers.

Now let me explain what an inside joke is...

It's a joke that only a few people get. Not everyone. Only the ones who have known the brand long enough.

And believe me, it's not just a way to have "fun." It's a way to keep people engaged and interested and build a stronger community while also showing personality.

Plus, it is psychologically powerful because there's an element of belonging and exclusivity.

You know me because of copywriting but you might also know me because of sneakers and cinema.

Kieran Drew is known for writing but he is also known for OnlyFans.

George Ten is known for CopyThinking but he is also known for shitting on using commas in writing.

The list goes on but now let's see some examples...


2 Examples

1. Apple

Every good copywriting tip is usually synonymous with Apple.

I like how they say that their chip is a Pro-proven powerhouse hinting at the fact that the same chip has been used and has been very successful in last year's iPhone 14 Pro.

It's not an old chip. It's Pro-proven.

Genius framing.

2. Taco Bell

Taco Bell released a "Fourth Meal" campaign to describe late-night meals, creating an inside joke for fans who love their food after regular dinner hours.


3 Tactics for You

1. Look Into the Past

If you've had a successful product, occasion, or occurrence in the past that most people remember and associate you with, give it a call back in your marketing copy.

Like Apple did.

2. Mix Two Unusual Concepts

If you have an element of your personality that you can mix with your brand, it becomes more memorable.

Think about it...

Pineapple Pizza has nothing to do with ghostwriting yet this Twitter creator is popular for using it as sarcastic self-help advice.

3. Turn to your Audience

If you figure out that there's a particular behavior or unique trait that your audience displays, use it to make a stronger bond with them.

Like these Porsche ads.


Well, that’s all I have for you today🤝

1 Copywriting tip, 2 Examples & 3 Tactics.

What do you think about an inside joke as a copywriting trick and today’s newsletter?

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