Would you like to get valuable feedback on your copy, without the normal time and monetary investment it usually takes to get me on your team?
If so, check this:
Until tomorrow, Friday, July 3rd at 5 PM PDT, I am offering a small number of Conversion Boosting Copy Critiques.
Here is the deal:
For the measly fee of $284, you can get your copy critiqued by me. This includes up to:
1 sales page
2 opt-in pages
Or a combination of the above (5 emails + 1 opt-in page... A sales page lead + 5 emails... etc)
[If you need more copy than that critiqued, or have specific needs, simply email me letting me know and we can work out a deal]
In your critique, you will get: 1) Notes in a Google Doc, explaining the exact areas your copy is boring, unbelievable, off-target, or any way hurting your response and why (you will have these notes to refer to so you can implement your new skills in all your future copy). 2) New ideas for headlines, subject lines, leads, call-to-actions, and other “key” parts of your copy. 3) A short video of me walking you through the critiques so everything is in crystal-clear technicolor. All for you to keep and save and return to for as long as you wish.
I should note: I will NOT be rewriting your copy entirely from scratch. I will be critiquing your copy. So while I may have ideas for headlines, subject lines, and more (and yes, I will write those ideas down for you to play with and run as your own); and while I believe my feedback will likely boost your response enough to pay back your investment many times over with you doing almost no work at all, if you need your copy written from scratch, this isn’t the right service for you.
With that out of the way, here is what my last critique client said about this process:
"Tyler, your advice on my email and landing page was phenomenal. You really understood my target audience and what I was looking to accomplish.
I knew my copy was pretty good, but your copywriting skills made it great! Your experienced eye saw things I was just too close to my own business to see. Thanks. Job Well Done!"
— Henry Mittelman, Top CEO Coach and Forbes Council Member
To reserve your critique , go to the link below and pay in full before the Friday 5 PM PDT deadline. After you click the link and pay the nominal $284 fee, you will receive an email with details and next steps:
P.S. I will ask you to fill out a short questionnaire before your critique in order to better understand your market, offer, goals, etc. This questionnaire is the abridged version of the questionnaire I give to every new client (which I have been told is quite valuable and worth money in and of itself as it forces you to get clear on many important aspects of your marketing).
Sent Wednesday, July 1, 2020
In copywriting, there are LOTS of ways to boost response.
But the thing is… some of these ways are “stupid”.
Now, don’t get me wrong. By "stupid" I don't mean those who use it and teach it aren't smart. Most of the time they are.
So why do I call these response boosters "stupid"?
I call them "stupid", because they are things that make you stop and say "really, that's what will make people buy?"
Such is human nature.
So to honor human stupidity (including my own), here are 3 “stupid” ways, you can use to quickly and easily boost your response:
Stupid Response Booster #1:
Caption every photo on your sales page (hats off to email subscriber Eddie Shleyner at VeryGoodCopy for this tip) —--
Photo captions are one of the most read parts of any sales page. So if you do not caption your photos, you are creating lots of wasted space and missing out on a prime opportunity to get eyeballs on your words. Just make sure to tie your captions into reasons to buy (this will force you to choose better photos that implicitly sell your offer as well).
Stupid Response Booster #2:
Always write to ONE person —--
Your copy should always read like it is talking to one person. No "yous guys". No "all y'all". It should be "you", "your", and so on and so forth.
This is "stupid" because you'd think it shouldn't matter. If it's a good product, that solves a problem, with lots of reasons to buy and proof to back it up, they should buy, right?
Tis not the case.
I do break this rule from time-to-time in my own emails. But I do it for very specific reasons (which I will be talking about in a future episode). But 99% of the time, act like you are talking to one person and your copy will be much more effective.
Stupid Response Booster #3:
Test new sales page leads —--
Ok, the truth is, this one is not really that stupid. In fact, it may not be stupid at all. Because it makes perfect sense.
If more people read your lead, more people will read the rest of your sales letter. And if more people read the rest of your sales letter, they are much more likely to buy.
But you know what is stupid?
Not testing lots of new leads. Seriously, a new lead can turn a losing sales letter into a winning sales letter. Without all the work it takes to write one from scratch.
And you know what?
Tomorrow I will be launching an offer where you can get your lead (and the rest of your sales letter, or email, or opt-in pages), critiqued, edited, and ideated by me, for far less than my normal minimum project fee.
If you are interested in that sorta thing, stay tuned.
If you are not interested, that is ok too. Because there will still be lots more conversion-boosting tips coming your way.
Sent Tuesday, June 30, 2020
On today’s segment of the hit tabloid, “The Copy Insider”, we are asking this question:
Why does copywriting attract so many cheats, charlatans and sociopaths?
Truth is, I don’t totally know.
My guess is it’s because copywriting is sold as a “dream job”. We are told that we can write 400 words a week and live in a Chateau in France.
Which is BS.
This copywriting gig is hard work. It’s super competitive. Every successful copywriter I know works their butt off. Which doesn’t mean working 36 hours a day. But it does mean constantly honing their craft, researching like a fanatic, and drilling deep to dig out the diamonds on every single project.
Which all takes many neurons sucking up juice.
So yes, there are plenty of dependable copywriters out there too.
But it’s more fun to mock and mar the maniacs. So here are six of the salitest swindlers you’re likely to meet on the swelling seas of sales in print:
1: The “I Know Everything” Copywriter -- This one could also be called the “Arrogant Arsehool” Copywriter or even The “Big-Arse Ego” Copywriter. But I like calling them the “I Know Everything” Copywriter, because that is exactly the vibe they give off. These are the guys and gals (but mostly guys tbh) that say things like “My copy can sell anything to anyone.” They usually “learned” all they know about copy from some overhyped course. They also usually tank your sales, blow up your brand reputation, and may even land you in hot water with the feds if you sell in a highly-regulated market. In my opinion, this is the worst copywriting swindler of them all...
2: The ”I Have A Formula For That” Copywriter -- While not wholly dangerous (in fact, the formula copywriters can get pretty good results), this swindler will definitely not be ‘all in’ on your project. These are the ones that have “been there and done that” and have created a paint-by-numbers formula so they can belt out copy at breakneck speeds. Smart? Yes. The most effective? Probably not. Especially if you don’t want to sound just like everyone else in your industry that copywriter has worked for.
3: The “Just Tell Me What To Do” Copywriter -- Truth is, most copywriters are guilty of this when they first get started (I know I sure was). But a good copywriter will quickly grow out of this. These are the guys and gals that never give any push back or input (even when what the client wants is wrong). They just want to be told what to do and when. My guess? These peeps should just get a job instead of trying this whole entrepreneurial thing. While not dangerous, this swindler certainly won’t be adding a whole lot of extra neurons to your problem-solving team. But hey, if you like to micromanage, then the “Just Tell Me What To Do” Copywriter, might be for you.
4: The “I’ll Have It To You By Tomorrow” Copywriter -- These are the copywriters that are so eager to jump on a project, that they will meet any deadline you throw their way. While nice that they are so enthusiastic, it’s a glaring problem. Because good copy takes time. So give your non-swindling copywriters plenty of time to come up with their breakthroughs. Or don’t. But at least don’t say I didn’t warn you.
5: The “It’s A Copy Problem” Copywriter -- This is the copywriter who thinks they can solve any business problem with their wonderful words. They can’t! Many times it’s an offer, list, positioning, or other problem. If your copywriter doesn’t understand the importance of the entire marketing equation... it’s a huge red flag.
6: The “I’m Just A Hired Gun” Copywriter -- And finally, we have the “churn-em-n-burn-em” type. These are the swindlers that just want to get a project… in order to finish it, so they can get paid and move on. While not “dangerous” it’s definitely not ideal. I make it my aim to become an integral part of your team, not just a wham-bam-thank-you-mam one-off project. Even if it is only one project we work on together, I still think of myself as a temporary team member. A team member that was brought on to solve a specific problem and provide a specific solution.
There you have it. Six Snivelling Copywriting Swindlers out to steal your lunch money.
Truth is, most copywriters are not swindlers. And even the ones that fall under those categories aren't necessarily malignant.
Many simply don’t know any better.
I hope you enjoyed this segment of “The Copy Insider”.
If you want me to sell your goods in a non-swindly manner, the first step is to click the link below and enter your information into the form:
P.S. Ok, here’s a bonus swindler. It’s the: “I Have An English Degree” Copywriter --
This one’s silly, because I actually DO have an English degree. But I’ve spent more time outside of school honing my copy chops then I spent in school honing my creative writing skills -- true story… college is a joke (which is a rant for another time).
Many copywriters get into copy because they like writing. But a good copywriter will also be obsessed with sales.
So make sure your copywriter loves sales too... or risk being swindled
Ancient productivity hack
Sent Monday, June 29, 2020
2,500 years ago the world changed forever.
What made it change?
Well it wasn't geopolitical forces...
Nor was it technological upheaval...
And it wasn't the whims and wiles of a King or Queen or Genghis-type tyrant...
It was the resolute decision of a 35-year old man.
He is known by many names.
Siddhārtha. Gautama. The Tathāgata. And most commonly:
Now, don't you worry. I am not going to get all woo or religious here. In fact, I do not think what The Buddha taught was a religion in the typical sense. (Because it isn't a belief structure. But a methodology for experiencing directly what is true).
But that is a topic for another time.
Because today, I want to talk about a very "mundane" aspect of The Buddha's story. It is something anyone can use to accomplish nearly any goal they wish.
To make it work, you do not need to believe in reincarnation.
You do not need to sit cross-legged and meditate.
You do not need to burn incense or chant.
So what do you need to do?
All you need to do is lean in and listen to this story. And, of course, put it to work in your own life.
What you may or may not know is that The Buddha did not set out to start Buddhism. Nor did he set out to become a great teacher. He simply set out to understand the causes and conditions of suffering.
And it was not an easy path.
He spent years as a mendicant, living in "jungle thickets" and studying under the top teachers of the time.
Still searching... he became an ascetic. Depriving his body of food and comfort. And becoming so emaciated, his bones could be seen through his shriveled skin (there are statues depicting this and they are worth looking up).
But still, after making all these rounds in the "guru casino", The Buddha had not found his answer. All he had found were bright shiny objects. Things that sounded good and that promised him the answer. But none of them delivered.
So what did he do?
Did he pack his bags and go home?
Did he say 'woe is me' and give up?
Did he despair?
Obviously he did not. Or I would not be telling you this tale (quitters never make great heroes).
Instead, he nourished his body. He accepted rice porridge from a young village girl named, Sujata. And what he did next changed the world forever...
What did he do?
He sat down at the foot of a tree and determined he would not get up until he saw the truth. He would not move until he found his answer.
And so he did.
Even though his mind threw all sorts of tricks his way. Even though, according to tradition, it took seven weeks of determined meditation... he did not budge. And so he reached enlightenment. And his teachings have changed the world, helping untold beings live better lives.
But the key to it all, was what happened before he sat down.
When you commit, there is very little you can't do.
In fact, you can change the world.
But to change the world, you can't just say you are committed. You have to feel it down to your bones. Which means sacrificing the things in your life that are easy and fun.
Want to get in shape?
Then you must commit to going on that run... even though bingeing netflix sounds way more fun.
Want to quit your job?
Then you must commit to waking at 4am, so you can build your business before going to your 9-5... even though jumping back under the warm covers is so much easier.
Whatever you want, the first step is always to commit.
Even when your mind tells you:
"I'm not good enough..."
"I can't do it..."
"I should just quit..."
I'm not saying to ignore those thoughts. Listen to them. Listen well. Thank them for the feedback. Then tell them to kindly fork off as you have work to do.
And trust me, I am not lecturing you or pontificating. I know about this because I go through it too.
Just like The Buddha could only teach about suffering because he befriended his own suffering.
He befriended his own suffering because that's what he committed to do.
And you can commit too.
Whatever it is, you can do it. I am rooting for you. Whether or not you hire me as a copywriter or consultant, I want you to accomplish your wildest dreams. It's what you were put on this Earth for.
So make it a great day. As Matt Furey says: "Kick ass and take names".
The world is counting on it.
If you do want my help, writing copy or consulting, head to my waitlist at the link below:
When you do, you will be notified when I am next taking on a new client.
P.S. A while back I wrote about Gandhi, but I stupidly misspelled his name. And so I was chastised by one of my Indian subscribers. So I apologize for any cultural faux pas this email contains. Chalk it up to me being an ignant American :P
Sent Sunday, June 28, 2020
I have a good friend who is 1) a Sri Lankan immigrant, and 2) a world-renowned wildlife artist.
And I don't use "world-renowned" lightly.
His work has been featured in books, museums, conservation pieces, and government stamps, and his larger pieces sell anywhere from $20,000-$40,000 for a single painting.
And quite frankly, the dude is a genius when it comes to animals and nature.
He's rescued and nursed baby cheetahs. Had a pet elephant as a boy. Free dove with every sea creature imaginable (once, he almost died when his hand was grabbed by an angry sea creature which held him under water... but that is a tale for another time). Has collected rare species of butterflies. And can tell you about almost every single animal on the face of the planet (seriously, it is eery).
His exhaustive animal knowledge is more than impressive.
But one thing he knows very little about is how to market himself. After all, he's not a "business person". He's a self-taught artist who simply followed his passion and found a level of success.
So even though he is world-renowned and is featured in museums all over, he still had to work to find customers who are willing to pay his high fees. Which I know bothered him. After putting in decades of work honing his skills, he'd look around and see other "lesser" painters that had a easier time, simply because they knew how to market themselves.
Thus, he did what every artist he knew did.
He traveled to trade shows, making a few sales here and there in an attempt to land a few "whale" customers (ones who would buy his high-ticket paintings and come back for more and more).
Just one of these "whales" could mean six-figures in sales over the course of a year or two.
But he hated going to the trade shows. Especially because he was getting older in age and no longer wanted to pack up his paintings... drive a dozen hours... unpack... do the sales slog... pack up and drive home... and repeat that half a dozen times per year.
Especially because some of the shows would be duds... while others were sales powder kegs where he could land multiple whale clients in a single day.
But it wasn't predictable. He just had to put his net out there and see what he got.
But that wasn't his real problem
So what was his real problem?
He was using minnow bait to try and catch whales.
One day he told me about his sales frustrations. So I offered my consulting services and told him my fees (which were much lower then). And he happily agreed.
Well, let's just say that after an hour of smacking my lips, sipping tea, and petting one of their kitties in my lap, I had laid out a super simple plan they could use to attract whale clients, and - at the same time -
find a lot more customers for their low-ticket offers to "fill in the edges".
Within a week, they called me with great news.
Website traffic was up
Engagement was up across all social media
They sold a bunch of prints and small paintings (ones in the few hundred to few thousand dollar range)
And had a few "whales" on the hook
All without leaving their home, which happens to be their art studio.
Now, whenever I go over there to hang out and see their exotic pets (they have a bunch), he is doing what he loves most (painting), and his wife is usually baking or writing poetry.
To be honest, that is why I love what I do. When I am able to help someone do more of the things they enjoy and are good at,and less of the things they dislike, I know that I've made a human life better (sounds woo, but it's true).
Which is, I believe, why we are all here.
Plus, I for one, don't think people should be indentured servants to their business (I especially don't think they should be indentured to someone else's business).
Anyway, that's my passion. That's what lights me up.
And helping my friend was one of the first times I could actually see the transformation with my own eyes.
Because so often I do a project, hear the good news, then move on. I don't get to see the entrepreneur I helped at home with their family with more free time and freedom to do the things they love.
Which is why I am now moving towards working with clients who want a long-term partnership. Where I can help them really transform.
Anyway, today is the last day to reserve your "problem-solving power session" at no monetary investment to you. The only thing you need to "invest", is the time it takes to send an email to your list promoting my opt-in page.
To qualify, you must have a list of business owners you communicate with regularly.
So if you you qualify and want to spend less time bringing in the dough, and more time doing what you love, just hit reply.
Any other questions, just ask.
Is copywriting therapy?
I'm going to make the argument it is.
Well, for one thing, good copywriters are always diving into people's dark emotions, insecurities, fears, pains, and tragedies to see what makes them tick, and therefore what makes them buy.
And there is certainly a "lay on the couch and tell me about your feelings" aspect to that.
But lest you think I am only talking about the dark emotions of the market's I am selling to (which would be my client's markets)... I am not.
Because I deal with the dark emotions of my client's as well.
Their fears, insecurities, pains, tragedies, failures, hopes, and dreams for their life & business. As a friend recently pointed out, if you are a human, and if you have a business, your 'ego' will be wrapped up in that business to a certain extent.
It's impossible to avoid. Nor would you want to avoid it (it is what makes your business unique after all).
Sure, some copywriters will stomp there feet and say, "I don't work with clients unless they are fully enlightened beings who have transcended all human emotions and blah blah blah blah blah."
To which I think:
If you are working closely with someone on their business, and there is 6+ figures on the line for a launch... or 7+ figures on the line over the course of a year... there will be some heightened emotions.
Which is a good thing in my book.
Knowing that there is a lot riding on your performance, knowing that you hold someone's hopes and dreams in your hands (to a degree)... is motivating to say the least.
It is the equivalent of the jaguar in the jungle, hunting you down. It is the thing that makes you run faster than you ever thought possible.
As such, I can not imagine finding a client who is not a pain in the arse at least once in a while.
(similarly, I do not think you can find a copywriter who is not a pain in the arse at least once in a while)
In any case, there's no getting around it. We are human after all.
I bring this up because one of my first big "aha" moments in this biz, was understanding this therapeutic aspect of being a copywriter. I figured it out, after hearing from my clients how much better they felt when I would 1) diagnose their problem, 2) create a plan to solve those problems, and 3) let them know that I was 100% on their side helping them put that plan into action.
At the time it felt strange -- they'd be lavishing me with praise before I wrote a single word, simply because they felt better about their business (and in the process, felt better about themselves <--- Strong lesson there, no matter what you sell or to who).
So ever since, I stopped thinking of myself as a "copywriter"... and started thinking of myself as a "problem-solver".
Which brings me to my oh-so generous offer:
Elon Musk and his girlfriend just had their seventh baby.
"X Æ A-12"
Yes. I chit you not. Elon Musk and his wife have literally named their baby the following symbols:
"X Æ A-12"
How do you pronounce it?
There's some debate.
One friendly bloke made the argument it's pronounced "Kyle" (it's long and complicated and too stupid to get into here. But yes, there is an argument for "Kyle".)
Musk, on the other hand, claimed it's pronounced "X Ash A-12".
While his girlfriend, who apparently came up with the name (and according to Musk, "Yeah, she's great at names"... think again Musky-poo, think again), says it's pronounced "X A.I. A-12".
Regardless of which mouth noises you need to make to say it... it's a stupid name.
And I feel bad for the poor kid.
Good thing he'll probably be raised on Mars by sentient A.I nanny bots, amirite?
Speaking of Mars-based, A.I. nanny bots, check this:
For the next few days I will be offering a 30-minute problem-solving power session, where you can get 30 minutes of my unadulterated attention on your most pressing business, marketing, or copywriting challenge, for zero dollars and zero cents.
All that you must "invest" to get this deal, is to email your list promoting my opt-in page.
To qualify, you must have a list of business owners that you contact regularly.
If you qualify and are interested, simply hit "reply" to get the ball rolling.
“Those who have a 'why' to live, can bear with almost any 'how'.”
― Viktor E. Frankl
This may bum you out.
'Tis not a happy tale.
So if you are the type that prefers feel-good, sappy Hollywoo crap, where the guy gets the girl, the puppy gets saved, and everyone comes together hugging like some Beatle's chorus... best to tune out now.
If you prefer to live in — you know — reality... then read on my brave bandolier.
Because today, we are asking a question:
Which of the many 20th century tragedies was the most horrific?
It's tough to answer, right? Much tougher than it should be. It's sorta like what I heard A-Lister Parris Lamproupolos once say:
"If you have many options for a headline, and there's no clear winner... they all suck."
So, when it comes to 20th century tragedies... they all suck (probably an understatement).
I mean, how do you even begin to choose between:
WWI -- gas attacks, living amidst mountains of corpses for years at a time (literally, look it up... WWI battlefields were veritable charnel grounds and the basis for Tolkien's Mordor), getting blown to smithereens day after day by VW Bug-sized chunks of metal, having your friends body parts rain down on you, rats, lice, dysentery...
The Russian Civil War -- mass executions, famines, and a death toll of millions...
The Rape of Nanking -- mass rape, murder, torture, theft, arson, and other war crimes (including burying POW's alive)...
The Siege of Leningrad -- mass death from starvation and bitter cold (we can also add cannibalism to the mix)...
Hiroshima & Nagasaki -- two nukes... 'nuff said...
The Holocaust -- dehumanizing millions to justify a doctrine of genocide...
All of the above is beyond sad.
But the saddest part?
The saddest part is that I could go on. There are many more 20th century tragedies I could list.
And don't just think "that's in the past". In the timeframe of history, they happened just yesterday.
They are still bubbling up in our lives, geopolitics, and interpersonal relationships every day.
And the scary thing is... we are not out of the danger zone yet.
Because the one constant between all the tragedies and horrors I laid out above is "you".
No, not "you" as an individual. "You" as a human.
Every tragedy listed was simply humans inflicting pain and suffering on other humans. They weren't caused by viruses (viruses of the mind maybe). They weren't natural disasters. They weren't freak accidents.
They were humans being cruel.
And if you are wondering how humans can be so cruel, it's because we take our hopes, fears, pains, frustrations, insecurities, and misunderstandings, and project them on other people.
You can see it every single day.
Which is why I for one don't think marching in the street... or protesting... or making dorky social media posts... or beating your chest and saying 'I stand in solidarity'... will get us one jot or tittle closer to avoiding the next tragedy.
As long as we project onto one another... disaster is just around the corner.
The only thing that can divert us from this crash course with self-destruction is looking inwards.
Finding where each of us are bigoted and hateful and violent and ignorant.
Because we all are.
It's our human "right" (curse might be a better word).
If you think I am full of it and that you are some golden shining light of an angel that is not capable of violence, death and destruction in any situation whatsoever... I'm a bit feared for you.
Because it is the things we can't see that have the most control over our minds.
Which brings me back to the quote I opened this rant with:
“Those who have a 'why' to live, can bear with almost any 'how'.”
That is from Viktor Frankl's seminal book:
"Man's Search For Meaning"
It is undoubtedly one of the greatest books to ever be embraced by my long and sticky fingers.
It's not for the faint of heart.
Because it details Frankl's experience in the Holocaust. Where he lost his entire family. And suffered unbelievable tragedy.
But through it all, he found one thing that kept him going. Kept him sane. Kept him from giving up and dying.
And the thing that kept him going...?
Well you gotta read the book to find out.
When you do, you will learn the secret to being happy even when you are sad.
It's a great read too. And short.
My suggestion is to buy it, read it, and think about it.
You will be better off for it.
The world will be better off for it.
To make it easy for you, here is a non-affiliate link:
I won't get any money if you buy it. But I will get "paid" in the sense that the world will be that much wiser and more thoughtful.
Seriously, I can't say this enough:
If the next major tragedy comes (and it's looking more like "when" than "if"), it will be so much worse than anything we've seen before.
Technology is much deadlier... and there's more people to victimize.
So best start preparing now.
Just in case.
A few years back I got obsessed with Israeli movement guru Ido Portal.
What do I mean by "movement guru"?
Well, I wish I had an easy definition. Or even a better word to describe him. But I don't.
Because he goes way beyond just a "physical trainer"... or a "athletic achievement specialist"... or some of the other titles I've heard.
Basically, he's taken martial arts, gymnastics, hand balancing, boxing, olympic weight lifting, and any other discipline that involves moving the body... and combined them all into a single methodology that transcends each individual component completely.
As such, his methodology goes way, way beyond the "realm" of physical activity.
Because to Ido, movement is a spiritual practice.
It's a vehicle to get at the deeper aspect of what it means to be human:
One of the things Ido teaches is "Animal Locomotion" (which is a fancy way of saying walk like an animal).
There's nothing really new about that idea.
Moving like animals is prevalent in tai-chi, yoga, and many other movement practices (it's why in yoga you have poses like "downward dog").
But the way Ido teaches it, is way more fun.
So on any given day you might find me horse walking (pretty tough tbh), crawling across the ground like a lizard, squat-waddling like a pigeon, and more and more.
In fact, when I'm out and about in the wild world, you can catch me mimicking any old animal I see for fun.
Like a while back when I was at the park and saw a crane hunting lizards. So I started doing the "crane walk".
Or more recently when I've been copying some of the stretches my dog does.
Or a few years ago in Hawaii, when I started mimicking a pigeon (by squat-waddling and bobbing my head) to the glee of a few youngsters near by (and mocking taunts from their parents — the praise of toddlers washes away the shame of adults any day).
Sure I do these movements because they're healthy and make me stronger. But the real reason I've incorporated them into my life is much deeper than that.
It's the same reason those youngsters were giggling at my pigeon-antics.
And my feeling is that the more we (as adults) can learn to play and have fun, with nothing but out bodies and minds (no booze, cell phones, gossiping, drama, or any of the other things that magnetize the adult mind), the richer and more compelling life is.
Sure you gotta be serious sometimes and head to the stock market to do a business.
Of course you have to P&L the investors for maximum sixth quarter growth.
Yes you have to bottomeline the spreadsheets from time to time.
(see, that's me having fun)
But if you forget how to play, you're missing out on a lot of what it means to be human.
Alritey den — Tomorrow I have something special for you. But for now, you can join my client waiting list here:
Have you seen the old Batman shows?
You know, the one that goes "NA NA NA NA NA NA NA NA NA NA NA NA NA NA BAT-MAN!!!"
If so, you should remember the scenes when Batman squares up against a bad guy, reels back his fist, and...
"BAM! CRASH! BOFF! POW!"
Though a bit cheesy for our modern tastes, there were many good reasons for using "POW'S" in the '60s when Batman aired.
For one thing, special effects were virtually non-existent back then. So you couldn't have any cool Crouching Tiger, Hidden Dragon type scenes.
In addition, these "POW'S" toned down the violence in an era when depicting violence on tv was a big no-no.
But there is one more thing it does for the viewer.
It lets them really know that a solid punch was landed (a bit obvious, right?).
See, sometimes in movies and tv it's not enough to just show the viewer what is going on. You have to really hammer the point home. And adding an occasional "BOFF!" to the mix, did just that.
There's a corollary here to copywriting.
Which is that you can't just throw out a benefit and expect it will land. Many times, you have to make the reader feel the benefit. You have to let them hold the benefit in their hands. Let them find out how the benefit will impact their lives. You have to really drive it home.
This is what top copywriter Parris Lampropolous calls "grasping the advantage".
And it can make a world of difference to how compelling your copy is.
If you'd like me to grasp your advantages (sounds weird) and write compelling copy that makes your prospect's punch drunk with desire, simply go here www.copybymccune.com/waitlist
P.S. Here's an example of a POW-less benefit to illustrate the point:
"Using my proprietary 'anti-crunch' protocol, you can get a six-pack in six seconds flat!"
See the lack of the POW? Then check below where we get the reader to 1) grasp the advantage of having a six-pack, and 2) grasp the advantage of getting a six-pack using my made-up method:
"Using my proprietary 'anti-crunch' protocol, you can get a six-pack in six seconds flat! Which means no hours of toiling in the gym. Or counting calories. Or eating bland, boring food.
Instead, you can spend all that extra time strolling the beach with your shirt off. But a quick warning: Every girl there will be staring. So you better bring a stick to beat them off of you!
And watch out for the drama. All the dude bros are going to be mad jealous of you."
Obviously that's a bit silly. I wouldn't actually use that in copy. But, I hope it shows you how you can POW up your copy.