Good Copy Is Copy That Sells — Period.


I’ll keep it shorter today — as this coffee shop will close soon and I have to vacate.

Someone asked me on WhatsApp what makes good copy? How do you know a copy is good?

The answer is quite simple — it sells or at least it outperforms bad copy. The only way to measure the performance of a Facebook ad or sales letter or funnel is to simply test it, see if it works, see how well it works and draw educated conclusions from that.

That at least in theory…

… because in practice it is a bit harder.

The traffic must match the offer. The offer must match the avatar. The avatar must match the message. There are a lot of different elements that can make good copy go bad. I remember this case when someone ran a promo and was surprised why the copy hasn’t made a single sale.

The problem was that he was running traffic to non-english speaking countries with an offer that wasn’t making sense for them. Or one guy was running promos on an email list burned before by poor offers.

So yes, I wish it was black and white but it isn’t.

There is a large degree of responsibility on the funnel design side too… and if you work as a freelancer and end up with someone who doesn’t know what he’s doing, well, sorry, there’s not really much you can do. It’s not that your copy is good or not, it is that it isn’t congruent with the rest of the funnel. Tweaking the copy won’t really change anything.

Fortunately most entrepreneurs get that part right — especially those that are pulling in money consistently from their campaigns.

It’s okay to ask for advice on how to improve a sales letter, as there are proper ways to write copy and less than proper ones. There are good headlines and bad headlines. So getting a copywriting mentor or paying for a critique or asking a friend makes sense in 99 out of 100 cases.

But at the end of the day, you test.

And if it doesn’t work, that’s fine. It is never a one shot thing. You can tweak and try again. Copy almost never works by default. It takes a lot of split testing and optimizing to get a real winner.

The important thing is to put something out there and to measure the results. Then to make improvements based on common sense or data driven decisions, if your metrics tell you something useful.

Slowly, you’ll get closer to what really resonates with your marketplace, you’ll narrow that circle around what you should say and what you shouldn’t. And your tenth sales copy for the same product will always be better than the first one. The first one is usually a shot in the dark built around assumptions.

The more copywriting education one has, the more know-how he has and the more understanding of human nature, the more accurate those assumptions are. But until these are tested, you shouldn’t be too attached to them.

It’s fun really — it’s a process of discovery and optimization. Copywriting is a place where you are encouraged to make mistakes and learn from them. So don’t worry so much about what makes good copy. Just write, improve it based on the proven principles of salesmanship and test.

Even if I read one hour a day, for the rest of my life on how to write good copy, I can’t guarantee a winner — but reading and studying and getting feedback helps narrow those assumptions dramatically.

It’s like throwing darts you know?

A complete beginner will throw all over the place, even on the wall. A pro knowing how to write good copy will throw closer to the center. It’s rare to hit a bullseye each time, which means to get the copy perfectly converting from the first try, but it will be a lot, lot closer to the final thing.

Really, it’s fun.

Best regards,


Emotional Estimations Are Dangerous — Here’s Why.


I just returned from the cinema and during the movie, I kept thinking of something I studied today.

It wasn’t a new concept, but a good reminder — and that it is dangerous to make estimations of how a system will perform.

That the biggest mistake you can do in business and life is to answer beforehand how something will react — when in truth, you have no idea. For example, you tell yourself “I’ll hire this person and because of this, I’ll finish that project faster and all my bottlenecks will be resolved”.

When in truth… you don’t know.

All you can do is test and measure the results.

I’ve seen this a lot in marketing too. Amateur marketers are like “I’m sure this will work” or “I’m sure this will not work”.

Pros simply test it, measure results and do more of what works and less of what doesn’t. There’s no rocket science there.

And I was like…

… isn’t life the same way?

I mean, how many times my emotional estimations proved accurate?

Almost never.

I estimated that once I’ll do something, this and that will happen and it was almost never what I’ve predicted.Life doesn’t really work based on emotional estimations, it works based on what it works.

Now, I don’t want to take this to an extreme — if we’d have no certainty in what would happen, life would be hell. Most of the things around us are stable systems and come with predictable results.

But I’m not talking here about the fact that tomorrow civilization will go on, but rather emotional estimations on changes, tests or tweaks in a system. I’m talking about estimating how something you’ve never done before (therefore you have no baseline) will perform based on your expectations alone.


I decide to become a vegan.

An emotional estimation is that I’ll be healthier and I’ll have more energy and I’ll feel awesome about my decision. But since I don’t have previous data to work with — it is just that, an estimation.

A data driven decision is to become a vegan, measure what is happening in critical parts of my life and then see an increase or a decrease. Who knows — maybe eliminating protein upsets some sensible balance and I end up in a worse place than I’ve began.

And for people who love to live outside the comfort zone, like myself, these experiments happen a lot. I tend to find new elements to try in my life and I do fall into the mistake of estimating emotionally how they’ll work or make me feel.

The only right way to do this is to measure.

You try something.

You carefully measure the outcome.

You decide if it was a good decision or not.

Otherwise, your accuracy in determining how something will work that you’ve never done before is just as good as flipping a coin, 50% — 50%.

I need to catch myself when I make “IF I do THIS, THEN that will happen” type of statements in my mind with stuff I’ve never done before. Truth be told, I can have a reasonable expectation of something to happen but systems are complex and usually there are more forces at play than I am aware of.

Some of the decisions I felt very good about ended up to be quite bad.

Some which seemed average turned up brilliant.

Some which seemed brilliant turned up brilliant.

Some which seemed awful turned up awful.

So the only real thing I can do is KEEP AN OPEN MIND, actually go through it and determine in an objective manner if I’m closer to what I want or not, through metrics or observation.

The scientific method should be applied to everything in life — and beliefs and estimations and day dreaming and hope should be left aside.

So, what about you — are you doing emotional estimations in your life?

How do they show up?

Let me know in a comment below.

Best regards,


How To Judge In A Sales Copy Is Good Or Bad…

… And Why Most Facebook Groups Get It Wrong.

If you want to have a good laugh…

… ask for a copywriting review on a public Facebook group.

The amount of incompetence and how off-topic some people are there is amazing.

From time to time, when I want to feel better about myself, I read those comments and observations and most of them are so moronic, that I realise I’m good at what I do.


… if you want to actually review a copy, there are a few key things you need to take into account.

But first, let me tell you what those aren’t.

It’s not grammar.

It’s not how long it is.

It’s not how creative it is.

It’s not how good one’s English is.

All of these are a function of proofing and has nothing to do with how well a copy will do. I don’t even do them, someone else usually does them.

Here’s what matters instead…

ONE — Congruency with dominant emotions.

I don’t know all niches… but human beings tend to be about the same.

And a thing I look at often is if the copy talks about what the reader is experiencing in accurate terms.

In other words — it makes the reader say — this guy understands me and understands my pain? This can be done through our own story we say in the copy or when we talk second person to the prospect.

There must be some degree of congruency, the more, the better.

If this part is done well, then I can assume the writer did his research and that the copy will be solid overall. If he is talking to someone completely different than the customer avatar…

Or worse…

If he is talking to some ambiguous figure, which means he hadn’t defined his avatar, then the copy will fail and fail hard.

TWO — I look at the headline.

The headline isn’t the be all in a copy… but if one doesn’t make the readership sale, then not much else matters.

I mean, if you can’t get a first date, it doesn’t really matter how good you’d be as a husband.

A good headline isn’t really creative.

A good headline appeals to one’s self interest, making this person stop and say — hmm, this can help me accomplish my goals. Maybe I should read it.

A good headline is like a movie you see on Netflix and stop to watch. It appeals. And it is hard to define “appeals” but my best definition would be that it is something you’ve already decided you want, beforehand.

Now it is hard to always tell what’s that because I may not be the target market. If the copy is for golfers and if I grab a golf club, I’ll managed to break my lip somehow, then it may not stop me. But specific benefits directed at a clear avatar are a good sign to look for.

Those benefits may not be congruent or exactly what makes sense for the prospect, but again, use common sense.

A good example of this would be…

“How To Lose The Last Ten Pounds Without Dieting”

It is such a simple headline but it talks to a problem a specific market has — not how to lose weight, but rather, how to lose those last ten kilograms.

THREE — I look if it gets to the point fast.

Copywriting isn’t fiction writing.

You don’t write stuff and hope the prospect will read it. This is why it is best to delete the first page or two of your sales letter, because it usually takes 500 words to actually get to the point.

Your headline tells the prospect what’s in it for him and provides value.

Your opening paragraph should do the same.

So what follows.

I have this bad habit too, to take a while to get to the point. So after writing, I just delete the first section. My copy is a lot better because of it. Or at least move the first section later and lead directly with a “straight to the point” lead.

FOUR — I look at the close.

There are two important things there… conviction and outcomes.

If it lacks confidence, if it doesn’t transfer that feeling of enthusiasm that this product is good, the copy may not fail but it will do less good.

If it doesn’t really paint a picture of the wonderful life the prospect will experience after reading the copy… and the awful life he’ll live if he doesn’t, then the copy may fail, as that’s the foundation of a good closing.

Closing is simply a matter of showing people what happens if they take action and then to give them a way to do so.

FIVE — I look for some form of emotional currency

This is an advanced concept but image this…

You have back pain.

How much are you willing to pay to get rid of that pain?

If you can’t sleep at night, $1000. If it’s minor and from time to time, maybe $25.

But now let’s say that your back pain prevents you from working. You’re losing $5000 per month. How much are you willing to pay now?

Every problem has a cost — in tangible dollars or missed opportunities or pain or joy. But everything can be quantified like this.

A good copywriter tends to look at that cost, amplify it and then show how the dollar amount is minimal compared to what he’s getting. As in the above example, if you’re losing $5000 per month from your pain, paying $1000 to get $5000 is a no-brainer.

If you’re a professional and I can teach you to get customers, and each customer is worth $10.000 in a year, then paying $2000 to learn how is a no brainer again. You make five times more from a simple customer.

The higher the multiple of value generated (the more he’s getting for the investment) the better you’ll do.

There are a few more ideas here but these are the main ones?

So, are you looking at these when you’re reviewing your copy or the copy of others?

Have you learned something new here?

Let me know in the comments below and click that like button.

Best regards,


A $4 Lesson In Letting It Go…

Something so strange happened this evening…

… and stay with me because this lesson is something you need to hear.

You need to know it especially if you suffer a lot in your life.

So I was at a coffee shop and ordered some quesadilla.

It was awful so I’ve stopped eating mid-way. I also told myself I can’t get any work done here so I wanted to leave.

I pay and I get my change. I say thank you and she takes the change back. The change was almost as much as the bill.

For a moment I was like — what the fuck?

Should I tell her?

I just left.

It was like $4 USD.

And as I left this bothered me. It made me upset.

It wasn’t that $4 matters… but that I lost $4 without actually wanting to pay them. And in that moment I told myself something important, something you must hear.

I said…

“Razvan, look…

… it’s done.

You either go back and tell her which we both know you won’t or you let it go. You have important things to do. You have that Facebook ad to write. Let it go. It’s $4 damn dollars. You’ve lost more money out of your pocket than that.

You can make that money in like two minutes of work”.

I took a deep breathe and decided to let it go…

… and not let it upset me.

And this is the lesson — the rare skill of letting shit go, a skill that nobody taught us.

It’s easy for you, for me, for everyone to get worked up about things that happen to us, especially when those things are unfair.

To get worked up about how we’ve been cheated or treated unfairly…

… and sometimes, you are right.

You’ve been treated unfairly.

But the question isn’t about that.

The questions are…

ONE — is it worth it to even think about it?

I’m saying this because while there is a loss, there is also an opportunity cost.

Me losing $4 is a small loss. Me losing even half an hour thinking about this is a huge loss.

It’s like bad things happen…

… but the echos that event creates tend to hurt us and affect us more than the event itself.

It took me a long time to understand this, that the emotional consequence of something that happens (aka feeling upset) is almost always more damaging than the event itself.

And TWO — It is kinda useless to cry after spilled milk.

Bad things happen…

… and that’s the entire story.

Sure, you can think of 150 ways you could have done things differently…

… but you don’t get to exercise those choices.

So either do something to make things better from now on or let it go. There isn’t any single other option.

If there is one lesson I’m learning as I’m growing up is to stop getting worked out about small things.

To become quite “not caring” about most things.

I focus on my goals and my vision for my future and I execute it on a day to day basis.

People will be rude.

Some will be assholes.

Sometimes waiters will make me scratch my head.

Phones break.

Computers break.

Planes are missed.

And it’s unfortunate any of that happens — but the goal is always the same, shrug, smile, get back on track and win the day.

So, are you getting attached to stuff in your life? When something bad happens, do you sometimes feel it is capturing all your attention and hurting you more through this than the event itself?

Let me know how you deal with it below — and please hit that like button.

Thank you,


How To Make Your Customers FALL IN LOVE With You…

… By Giving Them The THREE Experiences They Want Most.

(Warning — If you do this, you may end up with rabid customers who will nag you to keep selling them things…)

Question — how do you meet a significant other?

Well, assuming you’re a man, like me…

… you first meet the girl.

You may meet her on the street, at a pub, at a library or even on Facebook.

Then you go out on a date with her.

And then you kiss her, sleep with her and become a couple — right?

The same is true with the customer — and in a way, I want you to DATE YOUR CUSTOMERS.

I want you to look at the relationship you have with the people who pay you money and keep your business alive the same way you’d look at a relationship.

And this is…

FIRST — Get attention.

SECOND — Give them a joyful experience.

THIRD — Support them to achieve what they want and to fix their problems.

And if you do this…

… you’ll have a healthy, well converting sales funnel and business.

So let me explain to you every step okay… and then how all of this fits together.

ONE — Get attention.

Your prospect doesn’t know you exist. He doesn’t care much about you.

He has no idea the hundreds of hours you’ve invested in developing your product or how much you’ve sacrificed to give him a good offer.

He just knows he has a problem…

… and needs to fix this problem.

And he’s going through life, him without knowing about you, you without knowing about him until he comes across your offer.

This may be a Facebook ad… or a sales copy… or a telemarketing call… or a banner ad… or anything else.

You attract him with a good story…

… or a headline that acknowledges what he feels, or an offer that solves his biggest problem.

Basically you’re telling him…

… “Hey, I know you have this problem. Look here, I have a solution for you and I want to give you something of value for free”.

This is the first sale — the readership sale.

From here you move to selling the product and the first phase ends when he buys your stuff.

TWO — Give a good experience.

This is tricky for most people…

… you know, your marketing isn’t just your sales copy.

It is everything.

From the first moment he makes contact with you, to how fast the product is delivered, customer support and last but certainly not least, the product itself.

Yes — your own product is a marketing material and I’m not talking here about using your product to upsell something else.

But in order for your customer to buy again — to buy your upsell or whatever you sell into the future, he needs to actually use it and get results.

And if the product is hard to use…

… or the experience is painful, then he’ll dislike the product or not use it at all.

Imagine this…

You buy a gym membership. Then you discover it takes forever to get there.

You get there, no parking spaces. You go up and they don’t provide locks for the lockers. The temperature in the gym is too hot. It’s also a bit dirty.

You could get the benefit of working out but the experience is poor, so you’ll likely not do it.

So when you design a product, the product itself must be easy and joyful to use. You must sell not only buying the product but the usage of the product.

Your responsibility doesn’t end in the moment he hits buy. You’ve persuaded him to buy, but now you need to persuade him to use it — that is if you want him to buy again in the future.

So all points of contact with you and the product — how to use it, how long it takes, how he gets support and so on, must be simple and easy.

It’s like why I use iPhones for a very long time… because when I use an iPhone, it works fine. When I use an Android, bad shit happens. I’m sure Android is more capable but IOS sells me on actually using the phone.

So if you have a brilliant product that’s hard to use… or frustrating… then you’ve lost the game. He’ll never buy again from you.

And the goal of the game isn’t to make one sale…

… the goal of the game is to have a CUSTOMER FOR LIFE.

So give him a proper experience…

… be the Apple of your field.

THREE — Take her by the end.

You’ve sold her on buying your product.

You’ve sold her on using your product.

Now you must make sure she gets results.

And this is a consequence of many things — like how good your product is, how well you’ve designed it and how well you’ve taught it.

It may sound unfair, after all, what are you — their parent?

But it is what it is — if you want to make a lot of money, you need to make sure the customer gets a good result and a good experience too.

Taking her by the hand is mostly a function of creating something that works… and which will give results as soon as possible.

You must give your prospect small wins… or she’ll lose faith.

It’s one thing to say “do this and in 18 months you’ll make $10.000 per month”. Maybe it is true and it is reasonable to work 18 months to get to $10k per month for most people but it is such a far away result it is hard to stick to it.

It’s another when you say — follow my steps exactly and you’ll make your first $500 in a week. Even if $500 isn’t that much, it is a win.

And a win proves it works.

And a win promises other wins are coming.

These are the three big steps.

Get her attention.

Give her a nice experience.

Take her by the end to the results land.

And the closer you give the result, the better you’ll do. People don’t want to learn something, don’t want to be guided as much they want results.

I mean, I don’t sell copywriting, I sell sales, nobody really cares about the words I write. The real commodity here is conversion through my work but nonetheless, it is intangible.


Get attention.

Give a proper, joyful experience.

Take her by the end to the point where she gets results.

Are you already using this framework in your own business?

If not, how will you apply these three steps in your own sales, marketing and value fulfilment process?

Let me know and hit that like button if you’ve found this useful.

Best regards,


Here’s How To MAKE THE MOST Out Of Each Day… So You End Up The Happiest, Sexiest, Richest Version Of Yourself.

If you come to me and ask me…

“Razvan, what should I do to change my life?”

I wouldn’t know what to answer you. I mean, there are so many things to do and sometimes, I don’t know myself.

But I do have a mental model that you can employ of sorts, that I’ve learned from the entrepreneur Eben Pagan.

The first one is your “T” time.

You have talents and natural strengths. This is what you’re good at. For me it is writing and research. You may be good at communication or coaching or video or systems or whatever.

There are a few things, one or two maximum at which you’re a lot better than everything else.

Then you have value areas. What areas in your life you can invest to bring the highest value for you? Your natural talent may be to make great toast but if you run a marketing agency, I don’t know how that will help you.

Yet, if you are good at writing ads, far better than anything else and writing ads is considered a high leverage area in your company, then that’s your value area.

When you bring together your strength and potential for value creation, you have a “T Time activity”.

The second one is your “R” time.

You also have things that when you do makes you very relaxed and disconnected. Basically, they rejuvenate you, they renew you.

This can be running or fucking or reading or playing with your dogs or swimming or whatever is relevant to you. It can also be Netflix although I’m sure you can come with something better than that.

It’s like “active rest”, something you do that brings you joy and at the same time allows you to disconnect from work.

For me these are:

One — running.

Two — journaling.

Three — reading.

Once you’ve defined your T and R activities, you want to fill your day with them. That’s all. That’s how you live a meaningful life.

You want to do as much of meaningful, value generating work built around your strengths and you want to rest and renew in the most effective manner possible for you.

Ideally, you combine these two. You work hard on an area that creates massive value and then you rest using your favourite and most effective renewal activity. Your schedule will then go up and down, intense effort and intense relaxation until the day is finished.

And that’s how you win the day.

And when you win day after day, you win the week.

Good weeks makes for good months.

Good months make for good years and so on, up to a good life.

The more time you invest in these two activities, the more wonderful outcomes you create.

This is not the only paradigm, it’s just a very effective one.

This is how I build my days.

I have 12 big activities in any given day.

ONE — My three most important tasks.

TWO — The daily experience.

THREE — Happy, joyful meals.

FOUR — Two articles a day (what you’re reading now)

FIVE — Love someone.

SIX — Journal about what’s good in my day.

SEVEN — Handwriting journal.

EIGHT — Study business for one hour.

NINE — Groom and dress nice.

TEN — Meditation.

ELEVEN — Prepare for sleep.

TWELVE — Walk 10.000 steps.

Yours will be different than mine. This is what works for me, and there is a balance between T and R activities in my day.

Another approach you can take is the one from Stephen Covey…

… the four quadrants.

This is when you create a 2 x 2 table, with “IMPORTANT, NOT IMPORTANT, URGENT, NOT URGENT”.

So you’ll have:

Important and urgent (1)

Important and not urgent (2)

Not important and urgent (3)

Not important and not urgent (4)

You aim to do as much as possible from one and two.

Or you can prioritise based on value.

You have:

High lifetime value (1)

High monetary value (2)

Low monetary value (3)

Low lifetime value (4)

When you build each day around this principle, of prioritisation, and you do what’s good for you, you make things happen. You end up accomplishing big goals because you make constant, meaningful progress towards them.

None of these days will change your life completely by itself. It doesn’t work like this. You don’t become overnight wise or overnight success. But do enough of these days, even if you only do your best (and that’s the most anyone could ask of you) and you’ll see even the hardest nuts crack under your efforts.

You’ll accomplish any goal, no matter how challenging.

So tell me — are you prioritising whatever is most important every single day? What’s your way of doing it? And if you’ve read the entire article, click like. I’m curious to see how many people actually read from start to finish.

Best regards,


Why Compassion Makes You A Better Marketer… Copywriter… Entrepreneur… Significant Other… Friend… And Generally, Human Being.

I think that almost all problems between two human beings…

… in any situation whatsoever, comes down to one thing.

The lack of understanding, of seeing things through the eyes of the other person.

And you know — this is kind of a big deal, because the only way to persuade someone else is to actually look at things… the way they are looking at things.

It is to shut down your own biases and wants and opinions and ask yourself — what does this person want? What does this person fears? How does she feel about all of this?

What’s in her mind and heart?

Now… if you’re a hard core sales person, you may say that’s bullshit. And I don’t blame you. If I were you, I’d feel the same way. A big part of sales thinking is a “take no prisoner attitude” or “you’re either selling your product or you’re sold on why he can’t buy the product”.

And that may be true… I don’t know.

I don’t do one on one sale. I honestly believe you can pressure someone into buying and that it works fine. How ethical it is or isn’t, that’s not my concern.

But one thing I can tell you for sure…

… while you can pressure someone in person or on the phone, good luck trying to do that in print.

In print people don’t feel vulnerable. They’re quite in their comfort zone and can get rid of you in about 0.3 seconds by closing the page.

So while being a shark can and generally works in real life (shrug — it is what it is), online, employ empathy and compassion.

Online you have to turn down or even turn off completely your natural instinct to talk about what you want and what’s important to you. You need to stop talking about your interests and product and emotions.

Instead, you focus on the person in front of you.

You talk about him and when you talk about yourself, you do it only to create a bridge between you and him.

It’s like the basic rule of communication — focus on the other person. And while it is damn obvious (duh), very few people actually do this. Actually, most I know just talk about how good their product is and how they’ve worked really hard to develop it.

Which is fine… for one’s ego, but it won’t make sales.

You make sales when you show understanding, when you show care, when you SEEK TO UNDERSTAND your prospect instead of trying to sell him.

And once you understand…

… you also sell.

Now to be honest, if you want to kick ass in life, you don’t limit yourself to only copy. You do this when you design your product. When running traffic. When fulfilling orders.

The more you can stop thinking about your own life (aka being self absorbed) and you think of what the other person wants, the more you can sell.

And if you don’t understand people in general…

… and their irrational self-talk that occupies their attention almost 24 hours a day, seven days a week, it’s quite simple.

People think of themselves.

Of others think of them.

Of how to advance their goals and wants.

Of their health and joy and bliss.

Most people are more absorbed by a simple question like “what will I have for dinner tonight” than something like how to solve global warming. We are naturally self-absorbed beings…

… and this is where you start when you’re writing copy.

Now I also realise that while this seems easy, it is quite hard in practice.

It takes hard work to stop thinking of how you spent 50 weeks to develop your product… and that your prospect wants it cheaper, faster and of better quality than it is.

It’s easy to think your prospect is selfish and unfair, and to some degree — he is.

But it is simply the only real path to sales.

See through the eyes of your prospect and the sales will make themselves.

So, are you doing this? Are you trying to walk a mile into the shoes of your prospect before publishing your ads? Or are you just throwing them out there hoping that your product is good enough to make the sale by itself?

Let me know and hit that like button if you’ve read the entire article.

Best regards,


“I Don’t Know How To Write My Sales Copy –

Where Do I Start?”

Hmm… good question.

And the answer is always the same — with your prospect.

You start with what you know about him. What resonates. What makes this person tick.

You don’t know anything about your prospect? Then you go back to the research phase, because you can’t really sell something without understanding first to whom you’re selling.

This is why one of the first steps when writing something in a marketing form is to create a customer avatar. This is true if you’re doing long copy, FB ads, YT ads or anything else.

Your customer avatar is like a representation of your marketplace per totality. This sounds confusing so I’ll explain what this means.

Imagine you have a crowd of 1000 people in a really big room that would benefit from your product. These people come from all walks of life. Some are men. Some are women. Some are younger and some are older.

What you want to do is capture the common traits most of these people have. Even if they come from all walks of life and they’re unique individuals…

… they also have common beliefs, problems, desires, pains and you want to write those down.

Then, using those, you want to create a virtual customer, with a name, age, sex, psychology and SELL to that person. After all, you can’t sell to a group, you can sell to an individual. It’s not like people sit together in front of a computer buying, they buy alone.

The key here is to know where to stop…

… because the more traits you add, the less common they become.

I’ll give you an example in the dating niche…

“Have you ever saw a beautiful woman, wanted to say something to her but didn’t know what to say? You were afraid to look stupid so you’ve decided to just sit at your table and say nothing?”

This is 99.9% universal for all men.

It’s a good basis for a customer avatar.

But if I say…

“Have you ever been in a Mexican bar where you’ve seen the prettiest Mexican woman, but since she was surrounded by macho Mexican men, you had no idea what to say — out of fear of getting killed?”

Maybe from that 1000 people, a few experienced this…

… but it’s so uncommon (and specific) that it’s almost impossible to create a customer avatar out of this.

You want to focus on general, universal traits that people identify with, not highly specific ones that are true only to a few.

And once you write your customer avatar…

… every sentence you write, every headline you design, every bullet you put in your copy, it must feel like you’re writing to this imaginary person you’ve created.

If you write your customer avatar…

… then you don’t really need an idea to write your copy.

You won’t stare in front of your page asking what to do next.

It will come naturally. The words will simply flow on paper.

But if you are confused to whom you’re writing… or what that person wants, you’ll either stumble again and again or you’ll not be able to write a single line.

Personally, each time I’m stuck — it is because I don’t understand my customer avatar well enough.

But what if you come up with an avatar and then you’re still stuck?

Hmm… good question.

You just try to sell the product. Most people are stuck because they try to make it special. They want it to sound special or exciting or creative.

Creative is usually the enemy of good salesmanship.

Truth be told is that you don’t need a good approach or a creative angle. You need to sell. Sound fundamentals like features to benefits, benefits to outcome work a lot. Focusing on your mechanism (how you do it) to justify why he should try your solution also works.

Scarcity, price justifications, logical arguments, all work just fine.

You don’t need to come with a mind-blowing angle. Sometimes, you just have to sell the damn product, by focusing on what it will do for your prospect, why it is able to deliver and how his life will look like.

The thing with copywriting and sales is that people make it harder than it is supposed to be. You’re not supposed to get your prospect to say “wow, that’s so exciting and interesting, tell me more”.

You’re supposed to sell the product.

And if you’re talking to the right person…

… with the right offer and the right message, you’ll make the sale.

Does this make it clear?

Do you sometimes struggle writing your copy? What do you do then?

Let me know in the comments below, and if you’ve found this useful, hit that like button.

Thank you,


Why You Should DISREGARD Most Self-Improvement Books… And Instead Of Learning To Say No, You Should Say YES, YES, YES To Most Requests.

If you’ve read a book or two on self-improvement…

… and I’m sure you’ve did, then you know most “gurus” ask you to say NO more often.

To say no to requests. To prioritise your time. To eliminate anything but the critical in your life.

And that’s a great piece of advice…

… and I honestly believe you should eliminate anything that is of no consequence in your life, for what matters.

There is only one problem…

… that the gurus completely forgot.

That is… HOW do you determine what’s of consequence and what is not in your life?

Let me share with you what usually happens in my life…

… I say yes, sometimes, to the most random requests.

And because of them, I end up in some amazing places, in some amazing circumstances, with some beautiful people.

Example, when I was in Vietnam I said yes to come to Singapore. This gave birth to a beautiful friendship and business collaboration that still lasts today.

I never planned to go to Singapore.

I actually enjoyed my time in Vietnam — I love this quiet, romantic place.

But I said yes — and it was the best thing I could do.

At some point in the past, I said yes to a girl who wanted to meet me. I was busy, not in the best mood and honestly, not that excited.

I said yes, and a few days later I was holding her hand and I was proud of it.

The examples can go on.

I got ahead in life… and achieved many of my goals because I said YES even if I had previous plans. Even if I had stuff to do… or a plan in place… or I started on a different road, I said YES to some things and as a consequence, I ended up in a better place, that I didn’t even imagined.

But why is this relevant to you?

Because chances are that if I ask you something — you’ll say no.

You’ll say no because you’re scared, of the unknown, of loss, of consequences.

You’ll say no because you’re busy. You’ve already agreed to yourself or to someone else and you don’t want to change your plan.

You’ll say no because you’re not prepared… or you don’t have enough energy.

And the most common reason by a huge margin…

… you’ll say no because you don’t feel the time is right. It is something that you’d like to do (eventually) but honestly, you don’t have the energy, time, money or mood to do it in this particular moment.

That’s where the mistake lies.

We humans… which includes me, you, Elon Musk, Vladimir Putin and that guy that sings Gangnam Style are AWFUL at predicting the future. We like to think that we can see exactly how A will lead to B, but truth be told, we can’t.

We don’t know what will happen in most cases.

Life’s too complex for that.

That small opportunity that you want to say no by default can open the door to the biggest opportunity of your life. I mean, I met my most important customer by writing an article for $35.

It wasn’t a $3500 project, it was a $35 one… which ended up to projects that are infinitely more important than that.

And I ended up meeting the girl I’ve traveled two years around the world by inviting her to go to a club while in Sicily even if I was a bit tired.

I could have said — no, I won’t do it tonight.

I don’t have time.

I don’t have energy.

But I did, and my entire destiny changed.

You are awful at telling how important stuff is… and how stuff that will happen will make you feel at some point in the future. You are awful at measuring the consequences of your actions and not just you, but me and everyone else.

So when you say no to something small — maybe you’re saying something to something very big. That coffee, that beer with friends, that vacation, that request — can be something that changes your life.

And while sometimes it won’t change your life…

… and while most opportunities aren’t wow, there are two things you need to take into account.

FIRST — You only need to be right once.

You need just one big opportunity to hit it big.

It takes only one meeting or one person to “get there”.

And if you say no to opportunities, you’ll also say no to that big opportunity. You see, big opportunities aren’t obvious. They don’t have a big sign telling you “YES, pick me”.

Sometimes, the life changing decisions and opportunities look quite bland and boring. Sometimes I’ve said? Most of the time is more accurate.

SECOND — If it’s not that good, you can always say no later.

That’s the thing — try.

If it doesn’t work for you, leave, but don’t leave before you try. It’s far more important to join whatever it is to join and then decide how this will help you — than it is to judge before you join.

Remember, we humans are awful at measuring consequence.

So it is imperative that you always SHOW UP… and if it doesn’t make sense, LEAVE. If it makes sense, STAY. But don’t stay at home saying that it wasn’t for you without even trying.

Because that’s how you stagnate.

That’s how you keep your options limited.

That’s how nothing ever changes — and to grow, and to be happy, change must be a constant.

So my policy is to say YES by default to most requests.

Best case scenario — it will be a life changing decision that will make a major impact into my life, or it will lead to this into the future.

Worst case scenario — I leave and lose just the activation energy. It’s not like I have to keep something that I don’t want to do. I always have choices.

I believe there is huge wisdom in being a YES MAN.

Sure, it isn’t cool. It isn’t glorifying or gratifying. And it feels a lot easier to say NO because it saves you of the effort of doing stuff. I mean, any YES requires effort and energy and money while saying NO requires none of that.

But I want my life to grow.

I want your life to grow too.

And growth comes by saying YES to life. It’s like Jordan said — you lose 100% of every opportunity you don’t take. I don’t guarantee that all opportunities will be THE OPPORTUNITIES, but I do guarantee that if you say NO, then none will be.

A 10% chance to success, happiness, joy and bliss is better than a 0%… and usually, the chance is way, way higher than 10%.

It’s higher than 50%.

But it starts with you…

… and with saying YES.

So tell me, dear reader, are you saying YES to life?

Both in a practical and figurative way?

How are you doing it?

Also, do you have a friend that should say YES more to life? Click the share button so he can read this or tag him in the comments section below.

Best regards,


You know how most people close an ad? Ask the sale?

With the same conviction of a shy nerd asking the most popular girl in school for a date.

They’re asking for the sale…

… but they’re expecting the prospect to DECLINE their offer, they are expecting the sale to be lost, so they don’t bring any confidence to the process.

It’s exactly like in high-school.

The nerd fantasises that SHE, the hottest girl will give him a chance… that they’ll end up together… that they’ll be happy.

But in his mind it is like — who am I to actually have her?

Who am I to deserve such a girl? I’m just a… nerd, and she’s a goddess.

So are most marketers — on a conscious or unconscious level, they so much lack conviction that the prospect need the product, that they don’t believe they’re worthy of the money.

And if you’re in that position…

… by selling your products or service, then let me tell you something.

A close in a sales letter or FB ads or any sales material must TRANSFER confidence from you about how good your product is… to the prospect.

Your own emotions about the product… that it’s the best… that it is worth ten times, one hundred times, one thousand times, one bazilion times more than what he’s paying must be transferred in the emotions, in the copy, in the way the close is framed.

Your own conviction must be that this product is the BEST THING EVER.

I mean, let me ask you — if you invented a pill that actually helped people lose weight, safely, easily, fast, like twenty pounds per month just taking a pill…

… and you knew it is working 100%, you knew that it’s amazing value for money and it made so many people happy, would you be shy about it?

Would you feel like tip-toing around your prospect?

No. Of course not.

You’d be like — listen here, this is the best thing ever and it will change your life. You’ll look hot and you’ll feel sexy. It will save you so much pain. It will save you time by not going to the gym anymore. It’s the solution you’ve always wanted.

And if you don’t buy this — after you’ve discovered what it does and you’ve seen absolute proof that it does delivery — then honestly, you are an idiot.

This is the attitude one must get into a close.

Not “maybe, if you would consider buying my product and sending me the money” but “here it is, it works, it’s what you want it, the only logical conclusion is to actually buy it. If you don’t, I don’t know what’s wrong with you”.

And this conviction becomes reality, you know?

You are so convinced that the product is good…

… that your prospect becomes convinced too.

So how do you actually close?

Let me teach you three different closes.

FIRST — The Three Roads Close

In almost any offer, you can give your prospect three choices.

These are do nothing (and everything will stay the same)… go with a competitor (and miss out on the advantages your product has)… or go with your product (and get all the wonderful benefits and life that your product will bring).

This works very well because it clearly explains consequences.

It’s a simple close anyone can pull and when in doubt, go with this format. Just a word of caution here — you must really add salt on the wound you know?

If he has done nothing for years — then you must make it clear that life won’t change, the problem will just get worse. And if he wants to go with a competitor, then you must make it clear how he’ll pay more and get less, really dramatise this.

SECOND — Christmas Carol Close

I guess you’ve seen the movie… or the cartoons… or read the book. You are basically the ghost from the book but you’ll future pace him.

This is a fancy way of saying that you’ll tell him what will happen in six months… three years… five years… ten years… by taking action now. You’re taking those benefits and you’re projecting them on different points in time, so he can see that there are immediate consequences but his actions now will also transform his life way, way into the future.

Similarly to the three roads close — you’re dramatising the consequences. You can also do a negative projection — what will happen in the future if he doesn’t take action.

I like to limit this to three points in time only.

THIRD — Scarcity Close

You need to understand how to do this properly.

You can’t have scarcity if there is no need or want. To make something valuable by having less of it there must actually be some interest.

Example — if I find a hotel that has a nice room at a very good price, but only one remaining, that’s real scarcity. I need that room and there is a real risk of me losing it. So if there is only one cheap remaining airplane tickets.

But if I don’t need a hotel room or I have alternatives just as good, then having a limited number of them doesn’t matter much, does it?

The entire idea behind this is to build a strong argument before — to make him want it and then to give him a reason to act now, by limiting supply. A scarcity based close will work just as well as the rest of your copy works.

There are a few other closes…

Like a straightforward close where you just tell the benefits and then paint a picture of the life he’ll live. A close in you just make the offer straight forward. A price justification close in which you make it seem like a steal. As with everything in copywriting, a lot of elements can be combined.

So, did you learn how to close properly?

If so, hit that like button to make me happy. Also, drop me your question with what you need to know about closing in sales letters and ads.

Thank you,