I just wanna share this little exercise I did as demonstrated in Day 1 of Matthew Volkwyn’s 5-day Copywriting Fundamentals workshop where you learn how to break down copy, understand its working parts, and create templates you can use for future assignments. This particular email is from a newsletter of a copy coach which I modified liberally for everyone’s consumption. Here ya go. -------------------------------------------------------------------------------------------------------------------------------------------------------------------- Subject line: you notice it too? I’m noticing something, [FName]… Brands are getting weirder and weirder. And I think I know why. You notice it too? Brands are getting bolder. Their copy is getting cheekier. Stranger. A little more unhinged. And I don’t think that’s happening by accident!! This revolution in marketing is brought about by you guessed it: The desire to fight AI slop in a sea of incredibly cheap and fast-to-produce content that have flooded the Internet. And here it is: brands are starting to rebel against it. See, what’s happening now is if a brand posts say a perfectly structured, polite, corporate copy or caption, we instantly assume it was automated by an AI agent. We immediately think, “Yeah, AI wrote that.” And it’s not just a theory!! A Wordpress Study revealed that 60% of consumers find brands using AI in their messaging a MAJOR TURN-OFF. That’s why these days, brands are going the complete opposite direction. To prove there is a real, living human behind the keyboard, brands are resorting to weirdness, bizarre humor, even as little as typos (basically things an AI wouldn't logically generate). Examples, you say? - Vagisil’s “What’s in my vag?” - “Flat white or f*ck off” - Etsy’s “One Jeff should not rule commerce” And you know what, if you think about it, it’s not the first time we’re seeing this happen. Look outside marketing and you’ll see the same pattern everywhere. In fashion. In music. In design. In culture.

UPDATE: @Abrar Saad got closest. The missing piece is EMOTION *** I wrote an email a few days ago. It had valuable insights. But something was off about it. I finished the email and sent it anyway. Then I saw this email shared on Twitter. It's from a Sorority chapter president to her sisters. And I realized what was off about my email. It's the missing piece that takes copy from good to great. And it was staring me in the face the whole time. But when you've been doing something for so long you sometimes miss the obvious. I want you to read this email and reflect on what's happening to you as you read it. When you're done, leave a comment below with your thoughts. And tell me what you think the missing piece is. QUOTE If you just opened this like I told you to, tie yourself down to whatever chair you’re sitting in, because this email is going to be a rough fucking ride. For those of you that have your heads stuck under rocks, which apparently is the majority of this chapter, we have been FUCKING UP in terms of night time events and general social interactions with Sigma Nu. I’ve been getting texts on texts about people LITERALLY being so fucking AWKWARD and so fucking BORING. If you’re reading this right now and saying to yourself “But oh em gee Julia, I’ve been having so much fun with my sisters this week!”, then punch yourself in the face right now so that I don’t have to fucking find you on campus to do it myself. I do not give a flying fuck, and Sigma Nu does not give a flying fuck, about how much you fucking love to talk to your sisters. You have 361 days out of the fucking year to talk to sisters, and this week is NOT, I fucking repeat NOT ONE OF THEM. This week is about fostering relationships in the greek community, and that’s not fucking possible if you’re going to stand around and talk to each other and not our matchup. Newsflash you stupid cocks: FRATS DON’T LIKE BORING SORORITIES. Oh wait, DOUBLE FUCKING NEWSFLASH: SIGMA NU IS NOT GOING TO WANT TO HANG OUT WITH US IF WE FUCKING SUCK, which by the way in case you’re an idiot and need it spelled out for you, WE FUCKING SUCK SO FAR. This also applies to you little shits that have talked openly about post gaming at a different frat IN FRONT OF SIGMA NU BROTHERS. Are you people fucking retarded? That’s not a rhetorical question, I LITERALLY want you to email me back telling me if you’re mentally slow so I can make sure you don’t go to anymore night time events. If Sigma Nu openly said “Yeah we’re gonna invite Zeta over”, would you be happy? WOULD YOU? No you wouldn’t, so WHY THE FUCK WOULD YOU DO IT TO THEM?? IN FRONT OF THEM?!! First of all, you SHOULDN’T be post gaming at other frats, I don’t give a FUCK if your boyfriend is in it, if your brother is in it, or if your entire family is in that frat. YOU DON’T GO. YOU. DON’T. GO. And you ESPECIALLY do fucking NOT convince other girls to leave with you.

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