Hey !

On the loudest and sales-iest day of the year, a refreshing delight landed in my inbox that thrilled the storyteller in me.

Patagonia, the outdoorsy brand, has long made a name for itself as an environmental crusader.

So you can imagine they didn't go in for Black Friday sales. Instead, they used the opportunity to showcase their core values:

• Build the best product (with a focus on "function, repairability, and, foremost, durability")
• Cause no unnecessary harm
• Use business to protect nature
• Not bound by convention

Here's my 8-minute Copy Review of the email. Or read on for the highlights.

Eep so glad you're still here!

The entire email is filled with golden copy nuggets (like the play on words in the heading I shared above - did you notice it )? But sadly I can't link it here. So to keep things brief, I've picked out the big highlights in this little snippet (that I've colour-coded for you):

Two popular copywriting techniques stand out here.

The first is alliteration.

I've highlighted and colour-coded each part of the paragraph where words have been deliberately chosen for their alliterative effect (aka, they start with the same sound).

See how the alliteration isn't always side by side - some alliterative words are several words apart. But the effect remains, which is why when you read the copy, it rolls off the tongue and packs a punch.

The copywriter could have written 'heavy discounts', '"save" by buying more', or 'connection we all have'.

But insert those alternatives in the copy... It just doesn't sound as powerful, does it?

The second is the rule of 3s.

I've underlined the parts of the copy where the rule of 3 is used. It's essentially where you employ 3 of a particular element in your copy (or design).

It could be 3 simple words for a slogan: Just do it.

Or 3 adjectives for a transformation statement: Write clear, consistent, and confident copy.

Or it could be 3 nouns, as in Patagonia's example (in this case, following the pattern of adjective + noun).

The rule of 3s is powerful. Three is the smallest pattern the brain recognises.

And our brains absorb patterns the way my hot water absorbs the flavours of my green tea.

It's attracted to the rhythm and cadence they produce. It remembers them.

It's my hope you start noticing these patterns in the world too - alliteration and the rule of 3s. If you do, take a photo and send it to me (or tag me!) on Instagram at @amandajanecopy.

And if you find an opportunity to use either of these techniques in your next social media post, email, or website page heading, I'd love to know !

Screenshot your work or send me the link so I can bow down to you the way I have to Patagonia today!