IN-N-OUT... more than burgers.

Hey folks,

I’ve been sparking some interest in the Volkswagen Polo lately.

So I started watching YouTube Shorts to pique my interest even more.

And that’s how I got the idea for this week’s copywriting example.

Volkswagen has some serious copywriting examples to learn from. I’m sharing one today.

Let’s write. Let’s attract.

Copywriting Example

Volkswagen

“No radiator problems. No radiator.”

That’s it. Two short lines.

No buzzwords. No fluff. No selling.

Just truth.

See, back in the day, Volkswagen Beetles didn’t have radiators. So instead of listing specs or shouting features...

They flipped it.

They didn’t say:

“Our air-cooled engine improves reliability over long-term use.”

(let’s be honest, you'd snooze halfway.)

They said:

“No radiator problems. No radiator.”

It’s so obvious, you can’t argue with it.

But here’s why it worked:

• It makes you think: “Wait… clever.”

• It makes you trust them: “They’re just being real.”

• It makes the car different, without saying “We’re different.”

Takeaway:

Great copy doesn’t need more words.

It needs the right ones.

Marketing Secret

In-N-Out’s “word of mouth” strategy.

In-N-Out Burger has a menu as simple as it gets: burgers, fries, and drinks. But here’s the twist.

They have a ““not-so-secret menu.”

Want your burger “Animal Style” with grilled onions and special sauce? You need to ask.

Craving a “Protein Style” burger wrapped in lettuce? You need to ask.

These off-menu items are shared through word-of-mouth, making customers feel like insiders.

It’s a brilliant strategy that creates buzz among customers without any advertising.

Why it works:

• Exclusivity: Knowing about the secret menu makes customers feel special.

• Word-of-Mouth: Fans love sharing these “secrets,” doing the marketing for In-N-Out.

• Simplicity: Keeps the official menu clean while offering variety to those in the know.

Takeaway:

Creating a sense of exclusivity can turn customers into brand ambassadors. Give them something to talk about, and they will.

Now.

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What am I doing currently?

Helping my family-owned manufacturing business get back on the internet. To be honest, there aren’t many resources on growing a manufacturing business.

And that’s why I’ll share my insights here and on LinkedIn and X.

Be sure to follow me there.

I already shared one here.

That’s it for this week.

See you next Saturday.

Cheers,

Alen.