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Hey — It's Harry.It's 3:47am, I'm in the big smoke. Alone. Laptop. Green tea. Looking at the wh
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Hey â It's Harry.It's 3:47am, I'm in the big smoke. Alone. Laptop. Green tea. Looking at the whiteboard like a dozy dog. Six words on it. Five with li  â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â â [Marketing Examples Logo]() 3-2-1: The Perfect Offer, 8,260 Replies, Verb Tips Hey â It's Harry It's 3:47am, I'm in the big smoke. Alone. Laptop. Green tea. Looking at the whiteboard like a dozy dog. Six words on it. Five with lines through. âIntroâ glares at me. I glare back. The final horcrux. Sip some tea. Is this any good? I don't know. My tea tastes cold. I should press send. Estimated read time: 2 minute 31 seconds. Before we begin... a big thank you to this week's sponsor. [BiddyCo]( ⢠Rain or shine there's one email I read every day ⢠Ben spends millions / mo testing ads, sends you the best ones! ⢠It's great inspo. I love it. [Click here - I'll add you]( Two Short Examples 1/ 100% of Ralph Lauren's tweets are statements But ~70% of Calvin Klein's tweets are questions. What's happening? [Ralph Lauren v Calvin Klein](=) Well, since Elon took over Twitter's algorithm is open source. TL;DR: 1 reply is worth 13.5 retweets and 27 likes. Replies are HUGE. So take heed. Learn from Calvin: âDon't write at the reader. Involve her.â [Calvin Klein's Twitter]() 2/ Sky Bet's Perfect Offer The average cost to acquire a betting customer is ~£200. SkyBet are doing it for £2.60. What?! Okay. So. 99% of bookmakers have some kind of âBet £10, get a £20 free betâ offer. Cool. Whatever. No differentiation. [Undifferentiated betting offers] Sky Bet came up with something wildly different: âSuper 6: Predict six correct scores. Win £1 Million.â All you need is a Sky Bet account. Why such a hit? - Low friction: Completely free, takes 20 seconds - Fits into my life: âI'm watching the games anywayâ - Fits into my social life: âAll my friends playâ - Huge prize: A million is a talk trigger - Seems doable: âGuess six scores? Can't be that hard.â Of course, they don't tell you that guessing six exact football scores is about as likely as winning the lottery. Alas. Probability. [Super 6 Offer] The numbers speak for themselves. ⢠15 years. £13 million paid. 5 million downloads. ⢠Napkin maths: 13/5 = £2.60 CPL ⢠Sky Bet valuation up 600% since launch (now £3.5 billion) And that, friends and enemies, is why you learn how to write an offer. Hope whoever came up with it got a slice. Three copywriting tips 1/ Kill set-up verbs [Get rid of set-up verbs] h/t [Tactics for Tight Writing]( 2/ Repetition creates rhythm. Rhythm creates memory. [Writing with rhythm] 3/ Don't think about âcapturing emailsâ Think about creating something worth subscribing to. [Email sign up tip] One Favourite Tweet [Favourite Tweet](=) That's all folks. If you enjoyed today's issue please do reply (it helps with deliverability). If you didn't you can unsubscribe [here](. See you next Monday (or Tuesday) (or Wednesday) â [Harry](=) P.S. Want to sponsor? One slot left. 125k marketers. [Details here](. P.P.S. [Song of the week](=) Enjoy the newsletter? Please forward to a pal. It only takes 24 seconds. Writing this one took 24 hours. New round here? [Join the newsletter (it's free).](=) You are receiving this email because you signed up for my newsletter. [Marketing Examples]() | [Copywriting Examples]() | [Unsubscribe]( | London, SW19 5AE
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