aside copywriting

You’d have to be reckless.
2021 Macbook Pro ad

We’ve created something wild. With a fire in its belly. This thing, draws everything in. Moving silently, night and day. Into the deepest blacks and brightest lights. It’s eye, razor sharp. It’s sound, deafening. Pretty… dangerous. So why would anyone give this beast more power? You’d have to be reckless. What have we done? And, more importantly, what will you do with it?


Webinars Convert When They Do These 3 Things…

An Easy to Follow Outline For Creating Webinars Worth Watching

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…