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Never gonna run around with… dessert spoons?

…Or whatever Rick Astley said.

Last year, one brand gave the whole of the UK temporary hearing problems by recording a version of the Rick Astley banger with the wrong lyrics and releasing it on the radio - with no explanation. The Misheard Version is a clever lesson for marketers who want to use a mixture of nostalgia, pop-culture, and awareness to make major impact.

In today's newsletter:

• Rick Rolling the entire UK? (inside Specsaver’s winning strategy)

• Thinking of starting your own newsletter? (here’s what we did!)

• Trend plug - Historic meltdown

• Ask the Editor - How do I get more confident on LinkedIn?

- Sophie, Writer♡

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The “Rick Roll” sure packed a punch in its day.

I mean, it is, by far, the most popular example of bait-and-switch linking.

Rick Astley himself said that the meme phenomenon helped him reconnect with his hit song: Never Gonna Give You Up, after not singing it for 15 years, and led him to release a whole new album in the year of 2023.

This same year, Golin and Specsavers pulled off a literal marketing coup with “The Misheard Version,” a campaign that tapped directly into the internet’s love for nostalgia and humor while sneakily delivering a serious health message.

All centred around this very song.

The Challenge.

‘Mishearing’ things is how the world most commonly talks about and understand hearing loss, often with a healthy dose of humour, connecting people through shared experience.

We’ve all had a slightly embarrassing misheard moment. And it always warrants a laugh – whether that’s with you or at your expense.

[Keep reading]

-Sophie, Writer

3 Tips to Help You Start Your Own Newsletter

Our team started Your ATTN Please 9 months ago – so yes, it literally is our baby. Born of blood, sweat, tears and sheer willpower.

Okay, maybe the blood is a lie – but that’s not to say it hasn’t been a grind.

Over that time, we’ve managed to adapt, learn and grow this thing to become, well an actual thing. Now sitting at almost 10,000 readers, it’s hard not to feel a little chuffed.

However, there have been plenty of ups, downs, and lessons learnt along the way. So today, we’re sharing 3 learnings from this crazy ride we’ve been on.

Whether you’re thinking about starting a newsletter or you’ve already started, we hope sharing our learnings helps you.

Lesson number one: you’ve got to nail your concept.

This starts with defining your purpose:

This looks like answering a couple of foundational questions: Are you going niche or broad?

Think about it like this:

Niche: Target specific interests or communities (like ‘Middle-aged women who are learning to play golf’ or fans of your city’s local soccer team).

[Keep reading]

-Sophie, Writer

Trend Plug - Historic Meltdown

This latest trend is a result of TikTok creator @lexiiivlogs_'s assumed very real reaction to the results of the U.S. presidential election.

Lexi is seen having a meltdown in her car screaming, and the internet (being the internet) took the viral video, which has amassed 10M+ views, and turned it into a green screen template.

Lexi's reaction has people all over the app reusing the rage piece in scenarios or situations where they feel fit. So versatile, it apparently works with anything from Texas Roadhouse running out of bread rolls to whenever the check engine light turns on.

How you can jump on this trend:

Simply use the green screen template, include a static image of a scenario that just gets you off your rocker. Don't forget to post it to this sound as well!

A few ideas to get you started:

• When all my posts don't get approved for scheduling over the weekend

• My task list looking at me at 4pm

• When the office runs out of coffee

-Abdel, Social Media Coordinator

Today on the YAP podcast…

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - I'm just getting started on LinkedIn but I'm not a very confident writer. What should I do? - Jackson

Hey Jackson!

Unfortunately, there's nothing I can say that will make you suddenly feel confident posting on LinkedIn. Even as a copywriter, I still overthink my written content!

But I think one thing to keep in mind is that, while we feel like everyone is paying attention to our content, they really aren't. People who are interested will stop and take a moment to read your post. But no one else is spending a lot of time thinking about it the way you are.

So rather than worrying about your writing skills, open a Word document and write about something you've learned recently. It could be from a book you've read, a podcast you listened to, or a conversation with someone.

Then, read through it again for clarity and make small edits if you need to. And then just post it! Do this every day until it becomes a habit. It may still feel a little scary, but your confidence will grow the more you do it.

- Charlotte, Editor ♡

For the group chat

😲WTF: Don’t just scan any QR code
❤️ How wholesome: This is so sweet
🎧Soooo tingly: watch this with headphones
🍝What you should make for dinner tonight: 30 min butter chicken

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