Weekly newsletter for ecomm & FMCG brands
The only newsletter ecomm & FMCG brands need to write better copy & nail their messaging
Read every week by marketers at brands like Gousto, Bloom & Wild and Toast Brewing. Weekly breakdowns of how great brands use language to stand out and sell more. Every email breaks down real-world examples, consumer psychology and practical tips.
"Flippin’ love these joy-filled insights arriving in my inbox"
Flippin’ love these joy-filled insights arriving in my inbox. Thank you Jack and Joe for so generously opening up your brains to share so much value in each newsletter. I raise a Toast to you both 🙂
Joe and Jack's newsletter is ostensibly about better copywriting, but every single one goes deeper into marketing strategy and human psychology than you'd expect. Always there with clear advice and great examples from brands nailing copy.
I love that they give examples of great copy, explain the theory behind why it works then give practical tips on how to apply this to your own brand. If you want to learn about copywriting, this newsletter is worth subscribing to.
Who’s the newsletter for?
If you’re responsible for making words sell — whether that’s products, ideas or brands — this is built for you. Especially if you want clearer thinking, better copy, and fewer guesswork decisions.
For founders at growing brands & stores
Plain-English breakdowns of what good copy actually looks like, real DTC examples, and practical tools you can hand to your team or agency to make your copy work harder.
For marketing,
growth & CRO teams
Teardown-style breakdowns of ads, landing pages and emails, with data-backed copy principles that drive more clicks, more conversions and more sales.
For in-house
copy & social teams
Weekly tips on consumer psychology and proven copy techniques, plus real-world brand examples you can save, swipe and reuse when you need inspiration.
For people
wearing every hat
Short, practical tips you can use immediately — with checklists, prompts and easy-to-steal templates that make writing faster when copy isn’t your only job.
Steal the copy tricks
used by the best
challenger brands.
Every week, we break down the copy and messaging techniques behind the fastest growing ecomm brands
Nobody wants another email full of dry copywriting tips or thinly veiled self-promo. So every issue is focused on breaking down one key idea already being used by growing (or already massive) ecomm and FMCG brands — and showing you how to put it to work for your brand.
Two brothers helping brands do words gooder
Do Words Good is a copy studio for ambitious ecommerce and FMCG brands who need sharper positioning, a clearer voice, and copy that feels like "OK, we're finally saying what we mean now".
Most teams we chat to are stuck choosing between big agency energy and hunting for freelancers for every new brief. We started DWG to be the best of both: agency-level work but with direct access to two senior writers who will live and breathe your brand and sweat every detail.
(Plus, you get two brains working on every brief.)
JACK
BARCLAY
Jack’s a messaging & voice strategist who turns messy customer language into sharp positioning and on-brand copy. He’s obsessed with voice of customer data and creating messaging that makes clients feel like: “oh yeah, we’ve finally nailed this”.
Outside work: he’s all about good coffee, weekend hikes, AF beers, and pretending he’s Carmy from The Bear.
JOE
KARAALI-BARCLAY
Joe’s a senior copywriter who got his start as a solo marketer doing everything for an ecomm brand. He loves untangling messy problems, fixing muddled PDPs and tackling “why isn’t this converting?” headaches.
Outside work: he’s all about his Strava stats, craft breweries, Glasto planning, and rewatching Mad Men.
FAQs
When will I get the emails?
We send our weekly email newsletter every Tuesday at roughly4pm GMT. Sometimes a bit after if life gets in the way. But we aim to send it so it lands just after you’ve powered through Monday’s admin but before you get the end of week trudge. That way, you can put the tips to work.
What’s in the emails?
If we wanted to sound pretentious, we'd say it's a blend of consumer psychology, brand teardowns and practical takeaways. And it is all that. But mostly it's a note from us to you on the things we do for our clients and things we see other brands doing that are going to help you move the needle with your words. And because we're big believers in copying the strategy and not the execution, we'll always give you a peak under the hood at what those brands are doing and what tricks they're putting to use.
Can I reply to the emails with questions?
Oh yeah, 100%. Hit reply and fire away. We love nothing more than chatting with brands in the trenches.
I’ve only just launched my business, will this help me?
Absolutely. If you’re just getting started, these emails will help you nail your messaging from the get-go. No more staring at a blank screen, second-guessing every word, or wondering why your copy isn’t converting. You’ll learn the key components of good copy and how to speak directly to your potential customers.
How is this different from all the other copywriting newsletters?
Look, there are copywriting newsletters we love. But the vast majority of any newsletter in our inbox is 20% value, 20% waffle and 60% "Work with us". We're not like that. Would we love to work with you? 100%. Do some brands hire us after reading the newsletter? Absolutely. But we're not going to hide the value behind paywalls or "Our 10 Step Trademark Formula". URGH.
Instead, we'll give you all the value. And if you want somebody to write it for you, hit us up. If you want to DIY it, play on!
Steal copy & messaging tricks from
the fastest growing ecomm & FMCG brands
3 ways to make your copy stand out to your customers in 2026
3 more bits of copy we loved in December (and why they work)
