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  • Chris Ribaudo

How copywriters can make different creative copy executions for marketing leaders to consider

You just reviewed the project brief which laid out the asks for the copy content to meet the stated marketing or sales goals.

You need to generate the on-brief copy, but how?

Creating effective copy is an essential part of any branding or marketing effort. Whether it's for a website, social media campaign, or print material, the copy is what helps convey the brand's message and value proposition to the target audience. But how do you go about creating different copy executions for your teammates and clients to consider?

One way is by using what's called the "5 x 3" copy paradigm.

This approach breaks down the brand's promise into five categories of benefits: functional, emotional, social, aspirational, and values. You then write copy that describes customer benefits based on their specific pain or pleasure points, listing them under each of the five categories with little or no self-editing.

Once you have this list, you move on to the next step, where you challenge yourself to write about each benefit from a different brand narrator point of view (POV). This means adopting three different perspectives: first person, second person, and third person.

When writing in the first person POV, you tell the message or story from the brand's own perspective, using "I" or "we." This approach can create a more personal connection with the reader and help build trust.

The second person POV addresses the reader directly, using the word "you" to make them feel like a direct participant in the brand's message or story. This approach can be powerful in creating a sense of urgency or building empathy.

In the third person POV, the narrator adopts a more distant perspective, using words like "he/she/it" to tell the message or narrative. This approach gives the most "objective" feel and impression of the three POVs, but can also create a sense of detachment.


By consistently writing in the brand's voice and tone, but creating copy based on differing perspectives, you can come up with a range of creative executions that can deliver different appeal feel and achieve different marketing objectives.

Of course, there are many other approaches to developing creative copy executions for a project, but the "5 x 3" copy paradigm can be a useful tool when you're in a pinch and need a kick-start to get ideating and writing for your team and client. Give it a try and see how it can help you create more effective and engaging copy for your brand.


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