Master cheffing.

Borrowing interest to create intrigue and set the theme (see ‘Borrow interest’ in chapter 9).

Using a command in the headline to grab attention (see ‘Give a command’ in chapter 6).

Ever felt you could be up there wowing the judges, if only you had the time?

Addressing the reader directly (see ‘Talk to your reader’ in chapter 11).

Using conversational language (see ‘Write like you talk’ in chapter 11).

Empathising with the reader’s situation (too busy to cook properly) and their ambition (to be a better cook) (see ‘What does your reader want?’ and ‘How does your reader feel?’ in chapter 4).

Asking the reader to remember a thought or emotion they’ve probably had at some point (see ‘The Forer effect’ in chapter 14).

At HelloFresh, we do all the hard work for you, so all you have to do is whip up the dish and bask in the glory.

Drawing a contrast between what ‘we do’ and what ‘you do’ (see ‘Draw a contrast’ in chapter 9)

Describing the tangible benefit of convenience and the intangible benefit of acclaim (chapter 3).

Using metaphors – ‘whip up’ ‘bask’ – to evoke the experience (see ‘Find a metaphor’ in chapter 9 and ‘Make it real’ in chapter 11).

We search out the easiest, healthiest, most delicious recipes and deliver everything you need to make them, fresh to your door.

Presenting a set of three benefits: ease, health and taste (see ‘The magic of three’ in chapter 7).

You get to rustle up mouthwatering dishes that’ll amaze your family and friends, without the hassle of planning and shopping.

Adding subsidiary detail to high-level benefits (see ‘Family tree’ in chapter 7).

Using similar sounds (‘rustle’/’hassle’) to emphasise an opposition (see ‘Make it rhyme’ in chapter 12).

Using some negative constructions to point out that no hassle or planning is involved (see ‘Stay positive in chapter 12).

All for as little as £4 a meal.

Reframing a monthly subscription as a cost per meal, which enables a comparison with more expensive options such as eating out (see ‘Reframe costs’ in chapter 14)

Using sentence fragments to add punch (see ‘Make it punchy’ in chapter 12).

We can’t promise you’ll get on the telly. But hey, it’s a start.

Restating the creative theme to round off the copy.

Ending on a positive (see ‘Stay positive’ in chapter 11) and a stressed syllable (see ‘Get rhythm’ in chapter 12).

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