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Hey Reader,

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I just got back from a week-long break in Vermont and I basically feel like I've earned my Birkenstocks. ✌️

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Four years ago we started a summertime tradition of renting a spacious AirBnb with our best parenting-small-children-and-in-the-thick-of-it friends.

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We swim, we s'more, we go on hikes and explore local waterfalls. It's abso-flippin-idyllic.

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But my true jam? The thing I'm silently counting down the days to until we trade in our bathing suits for sundresses and pack ourselves into the sun-hot car?

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The brewery tours.

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I'm not a beer expert (a beer sommelier?) but I find walking through the belly of the brewery FASCINATING.

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The water and hops travel through what I can only describe as a McDonalds Playland-esque series of tunnels and pools.

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If there was an adult version of The Magic School Bus, I imagine Ms. Frizzle would have a literal field day. The now of legal-age Arnold would show up late to the tour, miss the bus, and, of course, discover his classmates floating inside a carbonated bubble in his end-of-tour pint. 🚌

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ANYWAY...

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The spiel from the tour guides are always the same -- there are only so many ways one can make beer. (Don't come after me, beer snobs, I told you, I'm a just a rookie.)

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But there are two major ways every brewery manages to make their products seem like magical unique unicorns...

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1️⃣ Their origin story.

2️⃣ Their product descriptions.

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Call me a Copy Nerd™️, but I LOVE clever product descriptions.

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Take this from a Rhode Island local fave, Revival Brewery:

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Extra Thirsty | Triple IPA

Explorers will experience triple pleasure when imbibing in this glorious brew. At 10.5% ABV, it’s a libation fit for the Celestial gods. It’ll make your ancestors proud to know that brewers have advanced so far as to successfully develop a triple IPA of this magnitude.

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All those POWER WORDS for a glass of fermented water. And I'm 100% bought in.

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Power words are more than run of the mill adjectives (descriptors, y'all).

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Power words are specific words that invoke an immediate reaction from a reader. They might invoke curiosity or summon an emotion or reveal something about the product or service that influences whether or not you decide to say, "add it to my tab!" ​
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Power words can transform boring writing into compelling copy and inject your headlines and ad copy with the kind of energy that keeps your readers engaged and thinking your content is "worth the click".

Grab my *NEW* BP Copy Swipe File

​100+ POWER WORDS TO BOOST CONVERSIONS​

DOWNLOAD THE SWIPE

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I teach my C3 students to sweep their copy for power words (and add them in when they need to energize lackluster copy) as part of their C3 Copy Sweeps Checklist. But word to the wise...

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..it IS possible to totally RUIN your copy and TURN OFF your readers, so be sure to read the ground rules and check the example for how NOT to sound like Corporate Karen after one too many espressos.

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The sabbatical month continues -- see you abroad!

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Next stop, London-town! 🇬🇧

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Reading: Beautiful World, Were Are You? by Sally Rooney. If you love detail-saturated writing, Rooney is for you.

Watching: The sun set over the Green Mountains while my kids invent yard games with rocks, sticks, and buckets. ::bliss::

Listening: Master storyteller Ira Glass live edits one of Mike Birbiglia's bits and holy moly, there is a reason this man is a public radio legend. I learned SO much about the art of developmental editing.

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ICYMI ✍️

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