Hi friends,

Picture this. You're scrolling through your inbox, deleting promotional emails like you're playing Whac-A-Mole.

Suddenly, you see a subject line: "Charles Kelley here - you're one of our top listeners."

You pause. Your finger hovers over the delete button.

Then you click it. Because it doesn't feel like spam. It feels... personal.

Your brain does a little victory dance. "I'm a TOP listener? Hell yeah, I am."

Two minutes later, you've bought concert tickets.

How? Let’s find out.

Copywriting Example

Spotify

Most artist emails are trash. Generic subject lines. Boring newsletters. Mass blasts that scream, "WE DON'T KNOW YOU."

Spotify and Charles Kelley said, "Screw that. Let's make fans feel like rockstars."

Here's what happened:

Spotify tracks your listening data. Charles Kelley goes on tour. Instead of sending a generic "BUY TICKETS NOW" email to everyone, they send a personalized message to top listeners only.

The email opens: "Hey it's Charles Kelley... You're one of Lady Antebellum's top listeners on Spotify."

Boom. Instant dopamine hit.

But here's the genius part: they didn't just stroke your ego and leave you hanging.

The copy was surgical. Personal greeting. Status announcement. Exclusive offer. Simple mechanics.

"I'm going on a solo tour... Here's your password for the presale: BELIEVER"

No desperate sales pitch. No "ACT NOW OR DIE." Just: "You matter to us. Here's something special."

They made you feel like you were part of an exclusive club. Like Charles Kelley personally picked you out of millions of fans.

The result? Fans didn't just buy tickets. They bragged about it on social media. "Look, I got presale access because I'm a TOP LISTENER."

Free word-of-mouth marketing. Viral amplification. Brand loyalty through the roof.

Takeaway? Don't sell to everyone. Sell to the people who already love you, and make them feel special for it. Because when you treat your best customers like VIPs, they become your unpaid marketing team.

Marketing Secret

The HHH Framework: Hook, Hammer, Hope

Most marketers think good copy is about clever words.

They're wrong.

Good copy is about emotional architecture. Building tension, then releasing it at exactly the right moment.

Enter the HHH Framework: Hook, Hammer, Hope.

Hook: Grab attention with something unexpected or ego-boosting. Hammer: Create urgency, scarcity, or tension.
Hope: Offer the solution that resolves everything.

Let's break down how Charles Kelley's email uses this:

Hook: "You're one of Lady Antebellum's top listeners on Spotify."

Your brain lights up. Recognition. Status. Identity validation. You're not just another email address. You're SPECIAL.

Hammer: "Presale starts Wednesday... limited allocation... password required."

Suddenly, there's a ticking clock. Scarcity. FOMO kicks in. What if you miss out? What if the tickets sell out? What if you have to pay full price like a peasant?

Hope: "Here's your password: BELIEVER. Plus, check out my new single."

Relief floods in. You have the key. You're in the inner circle. And hey, there's even a bonus track to sweeten the deal.

This isn't just an email. It's an emotional roller coaster with a happy ending.

Netflix does this too. Hook: "Continue watching Stranger Things." Hammer: "Or we'll remove your progress." Hope: "Click here to keep watching."

Amazon masters it. Hook: "You viewed this item." Hammer: "Only 2 left in stock." Hope: "Buy now with one click."

The pattern is everywhere once you see it.

Here's how to use this in your own copy:

Start with validation or curiosity. Make people feel seen.

Create tension around what they might lose or miss.

Offer a clear path to resolution that makes them feel smart for taking action.

Instead of: "Buy our course on copywriting!" Try: "You've been reading our emails for months [HOOK]. While others are still guessing what converts, you could be writing copy that actually sells [HAMMER]. Join 847 other smart marketers who upgraded their skills this month [HOPE]."

Your homework this week: Take your worst-performing sales message and rebuild it using Hook, Hammer, Hope. Test it. Watch your conversion rates climb.

Talk soon,

Alen.