Hiiiii! 
 

Today we're talking about the benefits of reading > social media, fake income claims online, and, of course, this week's hottest topic - that atrocious mess of an American Eagle campaign.
 

So, grab your drink of choice (recommending a double espresso, ofc) and get ready for some hot copy over ice ☺️
 

So this week has been GOSSIPY.

 

I had a different topic ready to go (so I guess we'll have that in next week's email), but it would be ridiculous, as a marketer, for me to ignore the biggest drama in the marketing world right now: 

 

THAT American Eagle campaign 😡 

 

Now, as much as I hate to give them exactly what they wanted (attention, at any cost, like losers), I also think it's important for us to speak out against these things, and also point out that what they're doing? 

 

Toxic marketing (literally what I stand against) that, karma willing, will blow up in their faces, probably very soon. 

 

Because this rage bait campaign, designed to get people talking? 

 

 

Campaigns that rely on controversy can generate that kind of buzz ONCE before it gets boring, and old, and they go broke. 

 

Businesses that build loyal audiences because they understand their market, care about them, and stick to their values? 

 

Those are the ones that stand the test of time. 

 

And you know what? I love to see it.

Ok, so not everyyyyone.

 

But something I'm really starting to notice is how many people's ENTIRE marketing revolves around income claims.

 

And maybe this should be the hot gossip 👀, but a lot of those people posting about making 6 figures a month or selling out their offers in 2 days?

 

 

So either they're lying, or they're jerks who don't respect freelancers — both bad, I think we can agree. 

 

But the more I look, the more I realize that so much marketing now is basically, if we're honest, just a pyramid scheme.

 

 

I think people want to buy from you just as much if you are honest and vulnerable.

 

One of my fav copywriters shared that she was having a tough month — it made me soooo much more emotionally attached to her, which actually would make me wanna buy from her (more) if I wasn't a copywriter myself.

 

Vulnerability & honesty > fake numbers and grifting.

I'm always obsessed with something, but this week specifically, I can't get enough of:

 

✨ Bratz Dolls (Long story short, but I found my old Bratz dolls the other day, and I'm sorry Barbie, but Bratz were IT. Like, all the little outfits? So chic. So stylish. Just - Cinema. Please excuse me while I spend the week taking pics of the fits so I can source them for me in real life 🙈)

 

✨ Books > Being Online (On the advice of a few of my fav biz besties, I've been logging off from socials in the evenings and on the weekends. Instead, I've been reading books, and I'm feeling a lot happier for it. Currently rereading The Great Gatsby, but last week I read Lord of the Flies, and it was 👌 - highly recommend.)

Controversial Subject Lines.
 

Oh, the irony of complaining about rage bait marketing when I used a risqué subject line last week…

 

But, if it makes sense for your brand voice and your audience - 

 

 

Last week, I used this subject line: “LinkedIn Can Get F*cked” (and it had a 92% open rate, so you know, it worked 🙃)

 

Why it worked:

If you think it will work for your audience - don't be scared to be a little unhinged with your subject lines sometimes - because you're competing with a LOT of other people in the inbox, and a line like that? It stands out.

 

(Missed last week's email? You can read it right here!)