This week, YOU, Reader, are joining 950+ people who’ll get this 70th 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! 💪🏻

1 Copywriting Tip

Tip: Reframe Until Relatable

Here's a marketing truth:

People understand better when it's relatable to them.

And if you want to increase the perceived value of your product, you reframe.

You know what's best?

Combine them to get the BIG IDEA of your copy.

Reframing + relatability = Big Idea

Reframe brings perspective.

Relatability brings personality.

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Reframing alone is good. It is only creative.

But most brands don't operate in markets where a simple reframe will do it for them. Especially if your product is a commodity.

That's why being relatable matters.

When you shift the perspective of your message to better connect with the specific values, experiences, and desires of your target audience...

You are acquiring real estate in their head. And once you're there, you're not a tenant. You're a landlord.

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To leave you with a simple mindset shift...

Copywriting is more about how to say than what to say, right?

Consider reframing with relatability as a great contender for the "how to say it" category.

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Examples coming ahead...

2 Examples

1. Porsche

Porsche knows who's looking for it.

That's why they sell the car as a better version of a sports car but a cheaper version of a racecar.

It's a reframe that's relatable for the average buyer and it positions Porsche as a unique competitor among their peers.

This is the way to do it.

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2. Ricola

On the surface Ricola is just an anti-cough medicine.

But if you combine it with the horror of delivering news in an unintended way, it becomes much more valuable and relatable.

Reframe: Saving you from awkward talks

Relatable: Delivering important news without mishaps

The result? Ricola which makes sure that good news sounds like good news.

No reframe gets as relatable as this, I bet.

3 Tactics for You

1. Use their language

Read through customer testimonials, forums, or social media to understand how your target audience naturally talks about their problems and desires.

Mimic their language to sound like them.

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2. Redefine the Category

Challenge industry norms by reframing what a product category means.

Look at how Porsche created a 1 of 1 category with their reframe.

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3. Empowerment Through Ownership

Communicate how owning the product or service can make the customer feel in control of their life, reframing the product as a tool for personal growth.

Example: Silence the world with our noise-cancellation buds and focus on the hard tasks even when deadlines are screaming at you.

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

What do you think about reframing with relatability and today’s newsletter?

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