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[ The 4 Dead Obvious “Tells” of a Rookie Copywriter ]
When I read a piece of copy...
I can usually tell within SECONDS whether it’s been written by:
💰A battle-tested VETERAN of direct response…
...or a ROOKIE who’s still wet behind the ears. 🤓
Here’s how:
~THREAD~
When I read a piece of copy...
I can usually tell within SECONDS whether it’s been written by:
💰A battle-tested VETERAN of direct response…
...or a ROOKIE who’s still wet behind the ears. 🤓
Here’s how:
~THREAD~
TELL #1: Superlatives strong enough to make Donald Trump blush
When I see words like:
> BEST
> GREATEST
> FASTEST
...I know right away I’m looking at the handiwork of a rookie.
How?
Because superlative claims like these CAN’T be proven.
They erode your credibility.
Plus...
When I see words like:
> BEST
> GREATEST
> FASTEST
...I know right away I’m looking at the handiwork of a rookie.
How?
Because superlative claims like these CAN’T be proven.
They erode your credibility.
Plus...
They break the CARDINAL RULE of great writing, which is:
“Show, don’t tell.”
---
Hyperbole is a crutch for BAD writers.
If you want to be able to generate 6-figure paydays for yourself and for your clients…
Learn to stand on your own two feet.
“Show, don’t tell.”
---
Hyperbole is a crutch for BAD writers.
If you want to be able to generate 6-figure paydays for yourself and for your clients…
Learn to stand on your own two feet.
TELL #2: The Axe-Grinding Extravaganza
This next “tell” is a mistake I see even seasoned copywriters make.
I’ll give you a hint:
It USUALLY involves…
> the government
> Big Pharma
> the mainstream media
> the elites
> or some other nefarious group
Guessed it?
This next “tell” is a mistake I see even seasoned copywriters make.
I’ll give you a hint:
It USUALLY involves…
> the government
> Big Pharma
> the mainstream media
> the elites
> or some other nefarious group
Guessed it?
“The Axe-Grinding Extravaganza” is when:
You’ve got an AGENDA to push.
...And it’s OBVIOUS from the get-go.
When you crash through the door with an axe to grind like Jack Nicholson in The Shining...
Readers see you as a two-bit huckster.
...NOT a trustworthy authority.
You’ve got an AGENDA to push.
...And it’s OBVIOUS from the get-go.
When you crash through the door with an axe to grind like Jack Nicholson in The Shining...
Readers see you as a two-bit huckster.
...NOT a trustworthy authority.
Now, don’t get me wrong:
Lining up VILLAINS for your audience to throw rocks at is KEY.
...But there’s a RIGHT way to do it.
And, if you screw it up...
Your readers will disappear before you can say “click here.”
Lining up VILLAINS for your audience to throw rocks at is KEY.
...But there’s a RIGHT way to do it.
And, if you screw it up...
Your readers will disappear before you can say “click here.”
TELL #3: Disobeying the “Golden Rule”
No, I’m not talking about “do unto others”...
(although you shouldn’t break that one either)
But the “Golden Rule” I’m talking about is:
The Rule of One.
No, I’m not talking about “do unto others”...
(although you shouldn’t break that one either)
But the “Golden Rule” I’m talking about is:
The Rule of One.
The Rule of One means:
> ONE emotion
> ONE problem
> ONE solution
And, if your copy tries to solve more problems than a high school math test...
There’s no need to dust for prints.
Because there might as well be a flashing neon sign that says:
“Written by a ROOKIE”
> ONE emotion
> ONE problem
> ONE solution
And, if your copy tries to solve more problems than a high school math test...
There’s no need to dust for prints.
Because there might as well be a flashing neon sign that says:
“Written by a ROOKIE”
TELL #4: Outlandish claims and ridiculous WIIFM-isms
Time to drive a stake through a sacred cow ALL rookie copywriters pray to:
“What’s in it for me?”
Now, before you get your panties in a twist…
...STOP for a second and ask yourself:
Time to drive a stake through a sacred cow ALL rookie copywriters pray to:
“What’s in it for me?”
Now, before you get your panties in a twist…
...STOP for a second and ask yourself:
Is it REALISTIC to claim that EVERYONE can...
* Start a 6-figure online business in 90 days
* Lose 20 pounds in a month
* Attract the wife or hubby of their dreams in 8 weeks
…?
No, it’s not.
And your readers KNOW IT.
So...
* Start a 6-figure online business in 90 days
* Lose 20 pounds in a month
* Attract the wife or hubby of their dreams in 8 weeks
…?
No, it’s not.
And your readers KNOW IT.
So...
When you frame each one of your claims as:
“How YOU can do X”
Readers become skeptical.
Why?
Because these ridiculous WIIFM-isms raise the burden of PROOF on YOU.
And deep down, we both know…
Not EVERYBODY who buys your product will succeed.
So stop lying to ‘em.
“How YOU can do X”
Readers become skeptical.
Why?
Because these ridiculous WIIFM-isms raise the burden of PROOF on YOU.
And deep down, we both know…
Not EVERYBODY who buys your product will succeed.
So stop lying to ‘em.
Now, I’m not saying you shouldn’t have BENEFITS in your copy…
Au contraire, my friend:
Your copy should be DRIPPING with benefits.
But…
There’s a much more credible (and persuasive) way to make your claims…
One that DOESN’T raise red flags in the minds of your readers.
Au contraire, my friend:
Your copy should be DRIPPING with benefits.
But…
There’s a much more credible (and persuasive) way to make your claims…
One that DOESN’T raise red flags in the minds of your readers.
So there you have it...
Four dead obvious “tells” that give away a rookie faster than double-checking your hole cards after the flop at the poker table.
Now, if you recognized any of ‘em in your copy game…
I’ve got GOOD news and BAD news.
First, the good news:
Four dead obvious “tells” that give away a rookie faster than double-checking your hole cards after the flop at the poker table.
Now, if you recognized any of ‘em in your copy game…
I’ve got GOOD news and BAD news.
First, the good news:
You can *still* scratch out a half-decent living as a rookie copywriter.
You might not able to spend a two-week honeymoon in Hawaii like my wifey and I just did…
Or cruise around in a fresh new BMW like @SCHM7DT does...
But you CAN get by.
Now here’s the BAD news:
You might not able to spend a two-week honeymoon in Hawaii like my wifey and I just did…
Or cruise around in a fresh new BMW like @SCHM7DT does...
But you CAN get by.
Now here’s the BAD news:
Until you ERASE these 4 “tells” from your game…
You’ll struggle mightily to break into the BIG leagues.
And you’ll (probably) never get the chance to cash your first royalty check.
Or wake up to your first 6-figure payday.
So...
You’ll struggle mightily to break into the BIG leagues.
And you’ll (probably) never get the chance to cash your first royalty check.
Or wake up to your first 6-figure payday.
So...
If you’re serious about becoming a pro copywriter…
Join the biz owners, CEOs, and A-List copywriters who already receive my free daily email tips.
But REMEMBER...
I can only show you the door.
You’re the one that has to walk through it:
mattrizvi.com/sub1
Join the biz owners, CEOs, and A-List copywriters who already receive my free daily email tips.
But REMEMBER...
I can only show you the door.
You’re the one that has to walk through it:
mattrizvi.com/sub1
