3-2-1: Metaphors, Cognitive Biases, Copywriting Tips

Hey — It's Harry. The only thing I care about right now is making the best copywriting course I can. So this will be the last newsletter until  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ​ [Marketing Examples Logo]() 3-2-1: Metaphors, Cognitive Biases, Copywriting Tips Hey — It's Harry. The only thing I care about right now is making the best copywriting course I can. So this will be the last newsletter until [my course]( arrives. If you'd like to know when it's out (and get a 15% discount) — [click here]() — I'll add you. Enjoy the last dance. Estimated read time: 3 minutes & 7 seconds. Before we begin... Thank you to this week's sponsor... [Wynter](=) • [Trends](=) is the single best group for entrepreneurs. Simple. • I've been a member for a few years. It's actually good. • Give it a try with their [7 day $1 trial](=) Three Copywriting Tips 1/ One tip to make copy less boring Swap a literal word for a metaphorical one. [Implied Metaphor] 2/ Copywriting is more like math than you suspect Objection handle. Social proof. Actionable outcome. Two minute tweak. Thousands of extra subscribers. [Milk Road] Big thank you to [Shaan](, from [Milk Road](, for this example. 3/ This rebrand cost Tropicana $55M. Copy is about communication. The quicker the better. A straw in an orange is as clear as it gets. A yellow blob looks like medicine. And you miss the logo cause we read left to right. I don't want to think to buy orange juice. [Tropicana] h/t [Carrie Rose](), [Tom Nelan](), [Lee Hill]( Two short examples 1/ Nine marketing examples that tap into cognitive biases a) Alka-Seltzer and [The Suggestibility Bias]( Alka-Seltzer infamous jingle “plop, plop, fizz, fizz, oh, what a relief it is” reminded customers to take two tablets instead of one. Sales doubled. b) Nomad List and [The Halo Effect]( Nomad List started donating 5% of revenue to remove CO2 from the atmosphere. [Conversions increased 200%](=). Yes. This is unbelievable. c) Uber and [Our Bias Towards Certainty]( Uber's map didn't reduce waiting time but it did make waiting less frustrating. The uncertainty of waiting bothers us more than the duration. d) Swedish Blood Banks and [The Peak End Rule]() When you donate blood in Sweden you get sent a follow up text when your blood's been used. The happy ending makes us want to do it again. e) Rolls Royce and [The Anchoring Bias]( Rolls Royce favourite exhibition spot is yacht and aircraft shows. “If you've been looking at jets all morning, a £300,000 car is an impulse buy. It's like putting sweets next to the counter” — Rory Sutherland f) Peloton and [The Sunk Cost Fallacy](=) (Money) A peloton costs $2000. The subscription costs $39/mo. So, either, you're locked in, or you admit to your spouse you've thrown away $2000. g) Ikea and [The Sunk Cost Fallacy](=) (Time) Ikea stores are deliberately placed on the outskirts of cities. The extra effort to get there incentivises customers to make the most of their trip. h) Lyft and [The Left Digit Bias]() Lyft cutting the price of a journey from $15 to $14.99 had the same increase on consumer demand as from $15.99 to $15. i) Starbucks and [The Cocktail Party Effect]( The sweetest sound in any language is our name. So Starbucks stopped calling out the drink and started using the customer's name instead. These are not my own discoveries. Credit to [Rory Sutherland](), [Richard Shotton](=), [Trung Phan](, [Product Gems](=). Four fountains of knowledge. 2/ How to grow a YouTube channel in 2022 1. Film one longform video 2. To get a dozen clippable moments Clips attract new fans. Longform satisfies old fans. [ChrisMd YouTube] One Favourite Tweet [Beeple Tweet]() * * * Quick reminder - If you like my newsletter please do “add to address book” or reply. These are “positive signals” that help my newsletter land in your inbox. If you don't you can unsubscribe [here](. See you in Autumn — Harry P.S. — If you're new to my writing and want an old (but equally awesome) 3-2-1 newsletter in your inbox every Monday whilst I'm away — [click here](=). P.P.S. — [Song of the week](=) (a father's day request from dad) [Dad] Enjoy the newsletter? Please forward to a pal. It only takes 15 seconds. Writing it takes me 15 hours. New round here? Welcome. Marketing Examples [here](). Copywriting Examples [here](). Join the newsletter [here](=) :) You are receiving this email because you signed up for my mailing list. [Marketing Examples]() | [Copywriting Examples]() | [Unsubscribe]( | London, SW19 5AE ​