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1/ “Write headlines not headings” — Russell Davies
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2/ You probably haven't noticed but... |
You've never read a paragraph longer than two lines in my newsletter. |
The last time I wrote one was March 4th, 2021. |
It began unconsciously, became a habit, and now it's a rule. Why?
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- A good line deserves space to shine |
- Short paragraphs are monkey bars. Easy to swing between. |
- If it takes me three lines, I'm probably not explaining myself well |
3/ I love The Guardian's donation copy |
“You're not selling... you're constructing an argument” |
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1/ Two million clicks from one email |
Yes. You did read that right. |
The offer? A 50% discount. |
Something we've seen one million times before, except this time, in the palms of a copywriter with acute awareness of human psychology: |
“The first five people (scarcity) to click this button (labour illusion) 500 times (ridiculousness) win 50% off (gamification)” |
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Clicks are a positive mailbox signal so it's not too surprising that “engagement almost doubled after this campaign”. |
Funny what happens when you write emails people enjoy. |
3/ 10% of ARR from two typo domains |
Damon runs Testimonial.to. He noticed people repeatedly botched the domain so he registered (and redirected) the two main offenders (.io and s) |
In 18 months they've made him $100,527. Fiddly domain owners take note. |
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That's all folks! |
Had a bot attack last week, so if you enjoyed today's issue please do reply (it helps with deliverability). If you didn't can unsubscribe here. |
See you sooner or later — Harry
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