This week, YOU, Reader, are joining 800+ people who’ll get this 58th edition in their inbox today.

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It’s called the 1-2-3 copywriting newsletter, where every week you’ll get:

1 copywriting tip

2 Examples

3 tactics on how to use it for your business.

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Best part? You’ll get all the good stuff by investing less than 5 minutes weekly.

Have you ever seen such a win-win situation? Me neither.

Let's go! 💪🏻

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One Thing Before We Start

If you love copy breakdowns of popular brands and content from hands-on experience, I have a newsletter recommendation for you.

My friend, Vikra, runs a documentation-based newsletter, Cognition, where he:

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- Writes case studies of his work for his clients

- Breaks down popular brand copies and rewrites them

- Sends a subscriber exclusive private email every week

- ...and a subscriber exclusive guest email every week

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Here is a snapshot of his recent archive (mind you, these are just public issues and there are many subscriber-exclusive emails that are not available elsewhere)

Join Cognition's private list here.

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1 Copywriting Tip

Tip: Use Misdirection in your Headline

I'm a fan of stand-up comedy.

And now that I'm a full-time writer, I kinda get why I'm so into it.

It's because of stand-up comedy's heavy reliance on writing.

Humor writing, rather.

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You cannot be a good stand-up comedian without being a funny writer.

And that's where today's copywriting tip comes from.

You see...humor writing works on the principle of set-up and punchline.

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→You set up a situation.

→Engage the audience's interest.

→Deliver the joke in a punchline form.

Everybody laughs. Win!

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Now think...

If your headline can be like that too.

A set-up and punchline.

Only difference? Misdirection.

Instead of a linear set-up and punchline, you take a different route.

By going from set-up to punchline in an unexpected way, you create surprise. And that surprise creates laughter.

That different route you took is what misdirection is.

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Want to use it in your headline?

Remember this rule...👇🏻

First line grabs attention.

Second line eases the tension.

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Now onto some great examples...

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2 Examples

1. Wilson’s Dog Food

The headline opens with a controversial statement.

Then eases the tension.

The perfect example of a set-up + punchline with a twist of misdirection.

And it makes the reader smile to they are more likely to remember it.

And if they are more likely to remember it, they are more likely to buy it.

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2. Range Rover

Another classic ad from RR that I love.

First line makes you feel like this ad will be about some return policy feature.

Second line leads you into the misdirection with style.

And I like how on-brand this is.

If you want to focus on the rugged nature of your SUV, giving your customer the ultimate confidence booster is the way to do it.

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3 Tactics for You

1. Choose an Unexpected Association

Associate your product or service with something unexpected or unrelated in the first line, creating intrigue.

Follow up with the second line that smoothly connects the unexpected element to the core message.

Like the RR example.

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2. Begin with a Contradictory Statement

Begin with a statement that contradicts common beliefs or expectations in your society.

The second line can then provide context or a surprising explanation.

Like the dog food ad example.

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3. Assumption Reversal

Start with a statement that plays on common assumptions.

Then reverse it in the second line to reveal a different perspective or benefit.

"Ditch the gym for a beach body.

I danced my way to fit into a bikini"

-Potential Ad for Dance Fitness Classes by X

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

What do you think about misdirection in copywriting and today’s newsletter?

Hit reply & let me know your thoughts, Reader!

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