finding the soul of a message My Favorite Advertisement Of 2020.

Thoughts on My Favorite Ad of 2020…

Search for the soul of your message.

You will know when you find it, not because you’re an expert but because you are human.

A simple formula this ad uses so damn well:

Start in the middle of the story, explore the conflicts along the way, reveal the ‘why’ at the end… trust the process.

Never forget…You must STRIVE to create messages that matters not just for your audience, but for yourself… it will drive you to care as much as it drives them to take action.


How much marketing copy is enough? The 3 Key Factors Explained.

This question was posed in my community. So, here’s the factors I personally look at when deciding how “in-depth” my copy needs to be for any given offer…

First I consider how much does the price point impacts my target audience.

A pair of shoes at $40 (in general) will likely need less convincing to purchase then a pair of, say, $400 shoes.

A $200,000 crane to a mega-construction company would not have as large an impact to its budget then, say, a $2,000 course to an average individual, so the “depth” of the copy & persuasion needed will differ… even though the crane costs 100x as much. The price doesn’t matter as much as the impact does.

Another factor is “familiarity” of your audience with what you’re selling.

How much the target audience understands about your offer already should also be heavily considered. The more informed they are, the less depth you may need to go into to persuade them to purchase. For the informed lead you would want to spend more time in your copy building trust and seperating yourself from the competition as opposed to educating them on the product itself. If they are uninformed you’ll want to shift back to educating them on the product/service and its benefits to them, this education process in itself, when done well, will build all trust you need to make the sale!

Their familiarity will also influence how much “jargon” you can get away with in your copy, in general it’s a bad idea to use jargon at all – but if you know your target audience is very familiar with what you’re selling you can use it sparingly to get to the point quicker… thus requiring less ‘depth’ to your general copy pieces. For example, shoes marketed to professional athletes can use terms without explanation that shoes marketed to the general public would want to either avoid or use with explanation provided.

It’s worth repeating, however, that jargon should be used with caution, when in doubt leave jargon out, or at least translate that jargon in the copy itself somewhere.

Another important factor that determines the depth of your writing is whether you’re marketing to someone already looking for what you’re selling, or someone who looking for what you’re selling… e.g. “search ads” vs. “banner ads”.

For instance, the sales page for my book is LONG for a book page because I’m targeting a broad audience with banner campaigns… if I were to do a campaign directly to a more niche audience, say copywriters, then I could likely skip the part of the page that’s designed to persuade a broad audience of the importance of copywriting, therefore requiring a lot less depth in my writing.

Put simply, if you’re targeting a broad audience with a high impact price point there’s a lot more nurturing/persuasion that will need to be done then a more informed audience one with less impact.

To put it together balancing the following factors is the key to determining the depth your copy will need…

  1. Audience familiarity with what you’re selling
  2. The impact the price will have on their bottom line now & in the future.
  3. Whether the person is actively searching for your type of product or not.

Of course, there are many more factors determining what kind of copy you should use within your marketing itself, for a more detailed write up on the subject check out my 7 Figure Marketing Copy Guide here.

Any other factors you think should determine the length of the messaging you use? Sound off here in the Facebook group discussion… if you bring something to light that I missed I’ll be sure to add it to this post.

copywriting Uncategorized

Principle: When everyone Zigs, Zag. Standing Out in a “War Cry World”

Anyone else suffering from “inspirational fatigue”?

I feel like half the posts in groups & on profiles are long ranting battle cries designed to get you all riled up… I mean, I get it… but like, if everything is hyperbole then nothing stands out as especially important.

These days I’m just stoked if someone posts something tastefully simple yet profound…

Like… “It’s not always about doing things better, sometimes it’s about doing better things…” — Stuff like that really appeals to me in its depth & simplicity.

I’m sure there’s a more profound marketing lesson here to be explored in-depth, but in the interest of not turning this post into a “battle cry rant” I’m just gonna leave it with this…

When everyone zigs – zag.

Put simply ~ There are more ways to stand out then hyperbolic emotional appeal. Appeal to the other side of the spectrum and you might just find yourself a new audience that’s hungry for a change of tone.


Advice I wish I would have been given when I started copywriting

I hate to break it to you, but… your writing sucks.

You need to pin it to the wall and read it every single day. Remind yourself that IT SUCKS.

You need to show it to the world and let them tell you that it sucks. You need to invest money into running ads to your sucky writing. You need to put it on a billboard and watch as children walk by and say “mommy, why does that writing suck so bad?”.

You know why? Because the sting of knowing something you spent all day on sucking is the only way you’re gonna get better.

It’s not by reading more guides, watching more videos, it’s by doing the thing and sucking at it. Then doing it again.

Get there fast and look for that pain of failure… let it ruminate in yo bonesss.

BE EMBARRASSED by how bad it is. Let it sit with you like that time your crush said “are you kidding me, no way” in the 8th grade. Don’t let people pat you on the back and say “aw nice try”, because guess what – it sucks.

But, whatever you do, don’t stop.

The pain, embarrassment, anxiety, it has a purpose. Removing the shelter that you’ve built around yourself and admitting that “it’s just not that good” can be two things…

1. It can be a barrier and stop you in your tracks for good.

or, more likely it’s number 2:

2. It’s the most important fuel for improvement there is. You are training your brain to not settle for the suckiness. You’re training your brain to strive for a bit more, to get up – dust that paper off – and write BETTER.

You will remember that pain of the page that no one read, the ad that no one clicked, the webinar that everyone dropped off of. And it will push you to think harder, dig deeper, and focus longer.

So many people avoid pain at all cost, they spend their life searching for happiness… well guess what, happiness is the contrast between what sucks and what doesn’t. Wanna be happy? Get better. Wanna get better? Don’t be afraid of looking your mistakes in the eyes.

All that being said, it’s not set in stone – I’m not an expert in what makes you tick, but I do know if you quit because it’s hard to look at your own stinky work you will never learn from your mistakes. You’ll be stuck in a limbo of mediocrity.


Can you become a copywriter for the gaming industry?

An interesting question posed “can you be a copywriter for the gaming industry”.

Short answer YES OF COURSE…

Long answer… The following video is an example of some next-level video game copywriting. 

It is NOT easy to do correctly, it sounds casual – it’s fun, but it is deliberate… it’s “tell the features, show the benefits” copy done in the best possible way.

  1. Selling a game is like selling anything else, KNOW YOUR AUDIENCE and talk in their voice, speak to their desires, and match their tone.
  2. Selling a game is like selling anything else, GOOD PRODUCTS HELP GOOD MARKETING. Selling a bad game with good copy is like selling a bad product with good copy, you can do it but it won’t last long. That’s probably why it’s even a question “do games need copy”, the nature of video games and how QUICKLY it is to know if it’s ‘good’ or ‘bad’ lends itself to not being seen as “needing copy”. To me

I think it’s a really underserved niche that, if you understand it’s eccentricities, can become a very valuable area to work. But again, and this is more and more the case than ever before, good product > good copy… but they still need copy.

In fact, I would see it more of a “review/testimonial” type of copy service than traditional “sales page” copy…

But yea, lots of opportunities there if you keep in mind the eccentricities of the audience.

You’re selling fun and escape, two of the most valuable assets on the planet.

Join the discussion on this topic here…


fear is a compass

There’s nothing to fear but lack of fear itself…

People you perceive as successful don’t work to vanquish fear, they actively search for it. They have, however, successfully change fear in one important way…

The goal should not be to remove fear from your life, life without it is especially boring… The goal should be to gradually reroute your “reaction” to fear from anxiety to excitement.

If there is a secret to success, this is it.

How do you do that? Practice. There is no other way. You need to expose yourself to things that you normally would resist. You can start small, call a friend out of the blue instead of texting for example, but consistency is key.

LISTEN to your inner self, when you feel or hear the resistance that is your sign… you do not need “more motivation”, you need courage. Courage to trust the process. Courage to vanquish the voice that says to go the easier path. Over time you will revamp your reaction to fear, your brain’s neuropathways are reprogrammed in a very real way. Anxiety will transform into excitement.

Trust the process, not yourself.

Always remember, fear is a sign you’re heading in the right direction.

Fear is a compass.


a theory of success. the {re}amalgamation of entrepreneurship & messaging

a theory of success.
the {re}amalgamation of entrepreneurship & messaging

Thesis. Recently the reckless abandonment of letting “a message” be the engine that drives an entrepreneurial pursuit has created a problem. The shift from a big idea creating the drive to be an entrepreneur to wanting to be an entrepreneur creating the desire to find a big idea has created a generation of ‘want-a-preneurs’ with an inkling of what they want, but no clear vision of why they want it.