How to Use the Most Popular Type of Copywriting to Your Advantage
One of the most obvious reasons why people who know nothing about copywriting love copy is “relatable one liners.”
When brands come up with those quirky lines on billboard or social media posts, people lose their minds.
And honestly? I love them too.
Even after being a copywriter for more than 2.5 years now, I still get excited by short copy more than long copy.
Why? Because that’s what I consumed at the start of my career. That’s all I knew.
It feels personal, emotional and raw.
But how do you actually craft relatable one liners? There could be a million ways because ideas have no permanent address.
But here’s something I learned recently that helped me a lot…
Observations & Insights.
Here’s the difference:
1. Observation: Something specific you notice.
2. Insight: Something generic that’s a human behaviour characteristic applicable to a wider audience.
For Example:
Observation is…
Noticing someone do a repeat order because they loved brownies so much.
And the Insight is…
It’s easy to get people hooked if the process is convenient.
Now look at how Postmates (a food delivery app) did it:
The trick is to research, find ideas and observe. And marry all that with a unique insight to create relatable one-liners that evoke emotion.
Remember, insights can be specific too but they should be relatable truths about a section of population.
Another example to make it clearer:
✅ Sleeping in YOUR preferred position helps you sleep better and faster
is an insight
❌ Sleeping for 8 hours a day is a must
Isn’t.
Now let’s look at 2 wonderful examples…
1. Random Billboard
Observation: Excellent companies have excellent customer service
Insight: Word of mouth marketing spreads the fastest
Combine the two with a unique idea for a billboard and you get this!👇🏻
2. Match.com
Observation: It was such a boring date because he was only talking about this one topic and never shut up.
Insight: Nobody likes a person with only a singular dimension to their personality.
And this is how Match.com brought it out with a beautiful wordplay and tagline to their campaign!👇🏻
What do you think about relatable one liners?
Let me know in the comments!👇🏻
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