This week, YOU, Reader, are joining 970+ people who’ll get this 72nd 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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Last Week I Missed Because...

I was on a solo trip to a slightly undiscovered town in Himachal Pradesh, India called Jibhi.

It was an end-moment decision and even though I had all the plans to finish this newsletter in advance—last-minute client work did me dirty.

It snowed unexpectedly and it was surreal~

Enjoy these pictures though...

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1 Copywriting Tip

Tip: Hijack Familiar UX

As a creative strategist, I've been seeing this in a lot of ads recently but The Ad Professor articulated it best.

Hijacking UX is about creating a familiar environment.

Legendary psychologist and author Robert Cialdini said Liking is a major factor of persuasion.

In other words...

People are more likely to buy from you if they like you.

How to make people like you?

Relate to them.

How to relate to them?

By creating a familiar environment.

This is the reason why so many great copywriters focus on thinking more rather than writing more.

If your idea can create a relatable, familiar environment—there's less need for copy.

And why is that good?

Because it'd be easier to understand, will take less time to read and won't feel like an ad.

Now let me show you what I mean with some great examples...

2 Examples

1. Beam

This ad is great because of its visual thought.

It resembles the UX of an Airdrop (file sharing in Apple devices).

And it pairs it with a simple visual + benefit.

This UX stops the scroll so 80% of the work is done there.

Idea execution over writing copy, all day.

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2. WWF (World Wildlife Federation)

See how this ad uses a Google Search-like interface to address an important issue.

It works because it stops the scroll with a pattern break.

This is how you communicate more with less copy.

3 Tactics for You

1. Observe Platforms

Be on the lookout for different UIs from popular brands like Apple, Tinder, Uber, and the likes.

Then try to imitate and fit your copy in that space.

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2. Mix & Match

Try mobile as well as desktop interfaces. You never know what your reader is viewing on.

Occasionally, try to think outside the box and experiment with a platform that most people aren't familiar with but recognize the design even without a brand.

Like an add-to-cart button.

Just make sure it's relevant and contextual.

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3. Make it interactive

Quizzes, polls, pie charts, and swipe-up gestures can prompt people to engage with your ad or remind them to click and get to the next state.

Create a familiar environment and you're halfway there.

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

What do you think about platform hijacking and today’s newsletter?

Hit reply & let me know your thoughts, Reader!

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