“Why People Do What They Do … And How This Influences Your Copywriting Project”


Most people do not take decisions that make sense. It is said that 95% of any group will take decisions because it sounds nice, it feels right or the outcome that may come out of that decision looks good. All are emotional estimations. On a more technical level, it is about the tone of voice your self-talk (inner voice) is using when thinking about this / the feelings it triggers in your body based on your map of beliefs or the pictures you imagine in your mind.

The other 5% are said to be overly analytical type that take data driven decisions, similar to how an accountant would balance a budget. read more

“The Modular Way Of Learning How To Write Good Copy”


There are basically two ways of learning something.

The first one is to take a big picture approach. When you read ten books on the topic, you are doing this. You end up reading about the same problem from different perspectives and you make your own connections in your mind. It’s similar to working on the job. You notice the “map” of how something is done.

This is my favorite method. I read a lot but I don’t take notes. Each book teaches me something new and this generally connects with what I’ve learned before. I treat learning as a garden in which I’m throwing seeds after seeds. It’s not the most effective method but it is the most time efficient one – as I can study anywhere in almost any circumstances. I guess you can call this learning by osmosis. read more

“The Fantasy Error – The Biggest Mistake Done By Beginner Copywriters”


There’s a joke in the start-up world. It goes like this …

“If only the market would have read our business plan and followed it to the letter. Then everything would have worked out perfectly.”

This is the engineer type of thinking. If everything made sense in the schematic, then the engine must work. If it doesn’t work, then it is the fault of the engine, as we’ve followed the schematic.

Yes, it’s a quite moronic way of looking at life but it’s something we do all the time. We make a plan or we have some image of how something is supposed to happen and then when it doesn’t happen, we dismiss the only thing that can’t be dismissed – market data instead of our initial assumptions. read more

“Five Things I’ve Learned From My Successes As A Direct Response Copywriter & Marketer”


In my last article, I’ve explained what I’ve learned from my failures. In this one, I’m doing the opposite – explaining what my victories taught me. To be honest, this is a lot harder, because a lot of things happened in very specific circumstances and I do not know if they would happen otherwise. So for all intents and purposes, I’m sticking to universal, evergreen principles.

Principle #1 – Networking matters

No matter if you are a copywriter or a product developer or a marketer, you need other people. It is too slow and sometimes too hard to do everything yourself. Building a list of 10000 people may take you two years but if you find someone who has such a huge list and you offer a win – win deal, you can build it in three months. read more

“Here Are Five Lessons I’ve Learned From My Failures As A Copywriter & Marketer …”


I’ve failed as a copywriter. I’ve failed more times than I’ve succeeded. I’ve made stupid mistakes that had cost me and others money. Some of these mistakes were because I was lacking the specialized knowledge. In others, I was lacking the common sense.

I’m proud of my failures. I have failed which mean I have tried. Whoever tells you that failure is bed never tried anything. Any venture in life involves the risk of failing and chances are that no matter if you’re launching a dieting product or you want to get a six pack abs, you will fail forward. Things are never going to be as you want them to be, you will always be one step away from losing the game but since you are making progress, you will eventually win. read more

“The Importance Of Common Sense In Writing Sales Materials … And Why Most Writers Lack It Completely”


The biggest danger with most copywriters is not their lack of skill. It is their lack of common sense. I have worked with copywriters who are technically savvy, who know 49 ways to write a bullet and who can tell you 15 formulas for writing headlines and yet, don’t understand basic facts about human nature.

Usually these people are very heavy on intellect (book smarts) but very light on life experience. They are the nerds of yesterday transformed into the professionals of today. Now, don’t get me wrong, I’m a geek too. The problem is that while you can be a great geek and succeed in engineering or IT or any other field (Elon Musk can be considered a geek after all), geeks don’t really succeed in sales. read more

“Why Discounting In A Sales Letter Is Eating Away From Your Long Term Profits”


When I was a kid, I didn’t receive a lot of disposable income. Most of the clothes I’ve bought were from local stores or bazars. Yet, there was one store which offered some good discounts. Almost everything was 50 – 60 – 70% discounted. If you bought for $100, you would pay only $50.

So each time there was a major sale, I would buy from them. The problem was that the discounts were so big that it trained me to wait for them. It made no sense for me to purchase anything but the one weekend per month when it was discounted. Years later, I’ve realized that I wasn’t the only one who did this. This store was full during the sale period, empty during the rest so right now, the discounts are year long. They’ve killed their profit margin by giving too many discounts and training their marketplace to wait for them. read more

“Why Copywriting Has Almost Nothing To Do With Selling And Everything To Do With Understanding Your Marketplace”


In the last months, almost every single person I’ve meet interested in my services asked me the same thing “how long does it take you to write 1000 words?”. He may also ask me “what is your rate for 1000 words”.

Then I go into a long explanation – it takes me 30 minutes to write those 1000 words and about 10 hours to do the research to know how to make those 1000 words effective. At this moment, the other person usually loses interest and has no interest in hearing me that a sales letter is made to fit a specific challenge and not a one size fits all solution. read more

“Five Key Questions To Ask Yourself Before You Write Your Sales Letter”


Experience taught me that the worst thing to do when starting a copywriting project is to write. Two things can happen. You either have to rewrite everything because nothing is actually a market match or you end up not making sales, which will lead to you rewriting everything. It’s either wasted time or wasted time and wasted traffic.

Now don’t get me wrong – I’m not saying that you should fall into a paralysis of analysis and delay writing as much as possible. No. It’s just that without getting clear on what you’re trying to transmit, the letter is likely to fail. The letter may fail even if you get clear on these things, that’s true, but you’ll have a far better chance of succeeding. read more

“How To Qualify Your Prospects Through The Sophistication Level Of Your Free Content”


The information publishing field is not made equal. Right now, there are books in the self-improvement field for people who never read something like that before or are very skeptical. At the same time, there are books that contain complex frameworks which are hard to understand if you haven’t invested a lot of time and money in the past.

In the investment field, there are people who are just discovering how to read a chart. On the other hand, there are folks who are looking for complex strategies designed to give them an edge in the marketplace. read more