Hey folks,

Do you love chocolate? Who doesn’t love chocolates, right?

Well, today’s copywriting example is for chocolate or should I say chocolate spread, lovers.

So sit back, swipe as you read and enjoy.

Let’s get into it.

Copywriting Example

Nutella

Let me paint you a picture.

You're at the breakfast table.
Your wife says “nuh-tella.”
You say “new-tella.”
Your kid says “nut-tella.”

And you all smile because you all know exactly what it is. That little brown jar of happiness.

But here’s what’s brilliant.

Nutella didn’t fight the confusion. They embraced it.

No technical breakdown. No pronunciation guide.

Just warmth. Relatability. Universality.

Psychological Pattern:
This is called cognitive ease.

When your message feels easy, it feels true.
And when your brand feels like a shared inside joke, it builds loyalty.

Nutella didn’t try to sound smart. They made the customer feel smart.

That’s copywriting.

Marketing Secret

The Verbatim Effect

Have you ever walked away from a movie and remembered a line word-for-word?

“I love you 3000.” 

Now think of brands.

“Just do it.”
“Think different.”
“Because you’re worth it.”

These stick because they’re verbatim.
Word-for-word. Line for line.

Psychologists call this the verbatim effect.

Humans are more likely to remember exact phrases than vague ideas.

So if you’re building a brand or writing copy. Repeat one powerful line.

Not ten benefits. Not your founder’s story. Just the one line people will repeat without effort.

Think of it like this:
If your brand had one line on a T-shirt…
Would it be remembered?
Would it be worn?

So What Can You Do With This?

If you're writing copy this week:

Embrace imperfection like Nutella did.
Find the line worth repeating. Say it again. And again.
And don’t be afraid to be obvious. Obvious works.

See you next Saturday.

Alen.