The App That Tells You To Delete...

Hey folks,

Seventh edition. One copywriting example, one marketing secret you can use today. No fluff, just impact.

Let’s Write. Let’s Attract.

Copywriting Example

Hinge

Hinge’s tagline? “Designed to be deleted.”

A dating app that wants you to leave? That’s a bold move. But it works. Instead of promising endless swiping, Hinge makes a counterintuitive promise: You’ll find someone and won’t need us anymore.

Why It Works:

Reverse Psychology
→ Saying “we don’t want you forever” makes users trust the app even more.

Emotional Appeal
→ People don’t want to use dating apps forever. Hinge taps into that desire for real connections.

Clear Differentiation
→ Tinder? Hookups. Bumble? Women first. Hinge? The endgame. Instantly memorable.

Takeaway: Don’t be afraid to go against the grain. A counterintuitive message can be more powerful than a generic promise.

P.S. I made this ad for Hinge:

Marketing Secret

Guerrilla Marketing: BBC Dracula Billboard

You heard it right. Not the IKEA Effect.

IKEA stores are designed like a maze. It's a deliberate route designed for the user to walk in a one-way journey past staged living rooms, kitchens, and dreamy workspaces.

Most shoppers don’t realize there are shortcuts, but IKEA doesn’t advertise them.

Why It Works:

Increases Exposure
→ The longer you stay, the more products you see. More touchpoints, more temptation.

Guided Shopping Experience
→ You don’t wander. You flow through a pre-planned journey that subtly influences decisions.

Psychological Commitment
→ Once you’ve invested time navigating the store, leaving empty-handed feels like a waste.

How to Use It:

Structure your marketing like IKEA. Lead customers through a journey that naturally builds desire. Control the path, and you control the outcome.

Your turn.

What’s a genius marketing move you’ve seen recently? Reply, I’m listening.

Loved this? Share it with a fellow marketer (helps me keep these coming :)).

See you next Saturday,

Alen.