🌟 Editor's Note
My kids are playing in a field, and I’m writing a newsletter. Nice.
This week I’m writing from Anglesey, courtesy of my parents' caravan and rented pod (god bless them). Each night I’ve had 8-9 hours sleep and I want to join a commune. Who’s in?
In this week’s issue:
🧠 Copy Chops → Towards Vs Away
🧲 Magnetic Marketing → Codie Sanchez on customers
📣 Client Chronicles → “Six people walked into a webinar…”
🌀 Weird Marketing → When a Credit Card Makes a Sitcom (and you don’t know it)
🧠 Copy Chops - Towards vs Away
The “Language and Behavior Profile” (LAB Profile) says people filter the world through motivation patterns.
Which is total consultant-wank but means…
👉 Are they motivated by moving towards goals?
👉 Or by getting away from problems?
That’s it. So towards copy could look like:
Goal: “Finally, a way to get readers excited to hear from you.”
Away-from might be:
Problem Avoidance: “Why your subscribers are tuning out (and how to stop it).”
How to try it:
Start with “away-from” to create tension.
Switch to “towards” to give relief + solution.
Match the dominant motivation of your audience.
And then test both, and see what resonates..
Soo… if an ad sounds/reads something like this….
‘Stuff is hard, things have changed, most people don’t know ______. In this presentation/webinar/whatever, I’ll break it down and show you exactly what to do next to reverse it.’
…then you know what they’re doing…
🧲 Magnetic Marketing – Codie Sanchez on keeping customers
I think this clip from Codie Sanchez is good (don’t let the clickbaity headline put you off) (1:18:34 – 1:19:31, linked here).
The basic gist..
We don’t just care about people buying, we care about them sticking.
So let’s stop obsessing over the single transaction and think about how they come back. And if they trust us more after.
It’s not seduction vs retention. It’s both
📣 Client Chronicles - Six legends showed up. The rest are fashionably late.
This week we faced a fairly low show rate on a webinar.
💌 60 people signed up.
👀 6 showed up live.
Some might think that’s a flop. Current me knows better.
Because hardly anyone shows up live anymore. People are busy. They forget. Their kid is sick. Or they just… don’t and they catch the replay.
But the 6 who did are a great signal. Six people showing a glimmer of demand, six chances to try some new ideas with.
And the rest can still…
Watch the replay.
Receive the follow-up emails.
Schedule a call to find out more
Attend the next thing
Or y’know, buy the offer..
So we won’t discount the 6 who showed up. Or abandon the 54 who didn’t. And then we’ll take what worked and do more of it next time.
🌀 Weird Stuff – Indie Sitcom or Credit Card Ad?
There’s a sitcom called Roomies floating around TikTok.
Two-minute episodes, where a girl from Ohio moves to NYC and ends up with three weird roommates. It feels very indie..
Except… it’s not.
It’s written, produced, and directed by the marketing team at Bilt - the financial startup. But the brand hasn’t shown up yet in the first nine episodes.
So what the devil’s going on?
👉 Wall Street Journal: “The Bilt name has yet to appear in its first nine episodes.” (but the show’s already pulled in 3.2M organic views).
👉 Medium: “It’s objectively, really really good content.”
👉 Reddit (r/biltrewards): “Quite entertaining so far” … and also … “This is cringe.”
So yeah. Is it an indie sitcom? Or the world’s slowest credit card ad?
Either way… it’s interesting, isn’t it? It doesn’t feel like marketing- because they’ve had the patience to let people enjoy it first. Feels like a bit of a shift to me..
Ok, tell me stuff, what’s happening this week?
Till next time,
Annabelle
Big Click Energy
PS, I’ve no idea how to change this footer, but I certainly don’t have an office in NY..
