🌟 Editor's Note
Alright, we’re finding our stride.
Jokes, writing this newsletter has been harder than I imagined. Maybe you get that, the blank page is different when it's your name at the top.
But we’re here. You’re reading. So let’s rock.
In this week's issue…
🧠 Copy Chops → What us mortals can learn from the $250M marketing bro’s
🧲 Magnetic Marketing → How the 70–20–10 rule can unfuck your content
📣 Click-Worthy CTAs → Why “Sign up now” is self-sabotaging your efforts
🌀 Weird Marketing → Rock star content, Swedish oats and other museums of absurdity
🕵️♀️ Reader of the Week - Want to make friends? Got something cool? Keep reading
🧠 Copy Chops
The $250M webinar playbook, without the fluff
I’m not here to make you fall in love with webinars. But I am here to help you sell more of whatever you’re selling.
This week I watched an interview with the guy behind Hormozi’s launches and other big-money webinars. $250M+ in revenue. I know, I know, it’s a little bro marketing. But there’s good stuff here.
If you run webinars, defo watch it. If not, just read this:
Better slides won’t save a weak offer. If no one wants it, no deck can rescue it.
Reduce risk > stack fake value. “Try it risk-free” > “£3,000 in bonuses you didn’t ask for.” Beta pricing > random discounts. Fast wins > vague promises.
Anchor your price. “We sold this for £10k. You’re getting it for £2.5k because it’s in beta.” No discounts, just straightforward logic.
Launch in layers. Start with your warm list, then a small group. Then cold traffic (if you want to scale). You’ll get social proof, market fit, and polish as you go.
Let people skip the funnel. Some folks don’t want your £27 tripwire. They want the whole enchilada. Let em buy it.
🧲 Magnetic Marketing
The 70–20–10 rule that’ll unfuck your content
If you’ve ever felt torn between playing it safe vs. showing up with something wildly “you”, this will help:
Think of your content like this:
70% → Stuff you know works. Your bread and butter.
20% → Remixes, riffs, and new angles on the 70.
10% → FAFO energy. Fresh, weird, ambiguous. The creative edge.
Your ideal clients? They often show up in the 10%.
One reader told me:
“I’m pretty good at warming people up, but not necessarily attracting new eyes or converting them.”
If that’s you, don’t just make more warm fuzzies. Try a bold 10% piece. Say the uncomfortable thing. Share the client story that made you cry.
Make one thing this week that’s for you…then tell me what happens.
📣 Click-Worthy CTAs
Why “Sign up now” is self-sabotage
If you’re like, “cool, I’ve done my selling — let’s throw in a CTA”...
Umm, sorry bud, we’ve got to keep that energy up. Dry, underwhelming CTAs don’t convert. “Sign up now” feels like work.
So here’s some inspo — fun, clear, and matched to different vibes:
“Steal the template. I won’t tell.” (cheeky, direct)
“Fix your ___ before Friday” (urgent, outcome-led)
“Watch me do it in 2 mins flat” (casual demo CTA)
“Snag the guide + a lil bribe I threw in” (fun, intriguing)
“Push this button and feel powerful” (sassy rebel energy)
“Unlock your quiet confidence” (reflective and aspirational)
“This is your next move.” (bold and directive)
“Click here if you’re nosey (it’s okay, I am too)” (playful and personal)
🌀 Weird Marketing
All real. All weird. All wildly effective.
Actual campaigns that made people stop, laugh, and click buy.
☠️ Liquid Death x YETI built a casket-shaped cooler 378-can capacity. Sold for up to $68K. Ice-cold brand loyalty.
🥛Oatly – Mocking themselves since 2012“People love Oatly when they don’t know it’s Oatly”
The tagline is a masterful anchor - presenting the problem and flipping it in one line.
Ps, have you seen their website built just for their haters? Brilliant
Adweek Magazine spotlighted mascots gone mad. Life-sized Pop-Tarts on football fields, sarcastic cereal mascots, and celebrity meme drops as hallmark moves in the mascot-turned-celebrity era.
Takeaway? When attention is scarce, absurdity is a feature - not a flaw. If it feels weird, you might be onto something..
🕵️♀️ Reader of the Week
Fancy being featured to some of the best readers on the internet?
Tell me what you're promoting and why it would actually help this bunch of excellent weirdos. Could be a template. Could be a brilliant freebie. Could be a deeply niche podcast about spreadsheet psychology (jk, don’t send me that).
If it’s weird and good? Even better.
Got a favourite section? A question you want covered? Or something cool to share? Hit reply and tell me.
Till next time,
Annabelle
PS. Forward this to a pal and they’ll get my High-Converting Email Starter Pack. Want it yourself? Ask nicely and I’ll ping it over.
Big Click Energy
