Hi friends,

I deleted my email to which the Beehiiv account was linked and that's the reason no edition was delivered last week.

Well, now the issue is sorted and we’re back in business.

But before that. I have a question.

Do you love Porsche? If yes, you’ll love this edition.

Copywriting Example

Porsche

An old Porsche ad. Black and white. No colors. No fancy layout. Just a car, a line of bold text, and a quiet kind of confidence.

The headline?

“How to beat the traffic home.”

That was it. Just six words.

And yet, it says everything.

See, most car ads talk about features. 0-60. Leather interiors. Bluetooth this, horsepower that.

Porsche didn’t bother.

They knew the people they were talking to weren’t buying a car to get from A to B. They were buying a feeling. A sense of edge. A taste of freedom. And maybe even a little revenge on the guy who cut them off that morning.

The body copy under the headline didn’t explain. It invited.

It told you about Porsche’s racing history. Then said something like:

“So inspiring, in fact, that for some of you, the thought of having to drive home in whatever it was you arrived in… could be enough to make you plan a trip to your local Porsche dealer.”

Let me translate that for you:

“After seeing a Porsche in action, your car will feel like a soggy biscuit.”

And they’re right. The ad never had to say “buy now.” It didn’t scream. It whispered.

Takeaway?

Don’t just describe your product. Show people how it changes the way they see the world.

Make them feel the gap between what they have… and what they could have.

That’s not hype. That’s good storytelling.

Marketing Secret

Association Bias

Back in 1985, Tommy Hilfiger was a nobody. He was launching his first menswear line. Had no fame, no audience, no street cred.

But the mastermind. The legendary adman George Lois had an idea.

They bought a big billboard in Times Square, not to scream Tommy's name, but to make people curious.

It said:

The 4 Great American Designers For Men Are:

R____ L_____

C____ K_____

P____ E_____

T____ H_____

And boom.

People started guessing. Ralph Lauren. Perry Ellis. Calvin Klein…

And then, who’s that last one?

Tommy Hilfiger. Just like that, people started putting his name next to giants. Before he’d earned it. Before the clothes were even in stores.

That little game tapped into something called Association Bias. Which just means if you stand next to someone trusted, some of that trust sticks to you.

The campaign didn’t pitch.

It positioned Tommy Hilfiger as one of the great American designers.

And it worked.

So, here’s your lesson for the week:

Don’t just say what you do. Don’t explain why you matter.

Tell a better story.

Frame the picture.

Let people connect the dots, and when they do, they’ll believe it more than if you told them straight.

Talk soon,

Alen