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22 Nov, 4 tweets, 1 min read
The argument against this is that you “can’t learn writing by reading.”

But copywriting isn’t really writing at all. That’s a misleading way to look at it.

It’s all creative ideas and human psychology. Mainly understanding people and how they think.
I’ll take a bad writer anyway who understands humans over a “great writer” who “won awards” for his shitty beer magazine ad.

If anything — better copywriting is just better ideas for pattern interrupts, stories, belief changing explanations, framing etc.
The other funny connection to language learning here is that:

You can’t learn to speak by speaking. You learn to speak a language by hearing it (or reading it).

Imo - that’s copy. You can’t learn it by writing (though obviously exceptions to this rule etc.)
Probably best practice for copy is brainstorming big ideas and stories and pattern interrupts. More efficient than writing them until you’re crushing it on the idea/psychology side

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More from @GT3TV

22 Nov
"How do you get good at writing VSLs?"

Probably the #1 question I'm asked. It's hard because there's a big difference between giving copy "tips" and actually teaching someone how to go about learning killer copy

Teach a man to fish vs give a man a fish

My new thoughts on this
I've recently been trying to learn another language. The process made a lot of things "click" for me re: copy

Long form copy is kind of like learning a new language. You're learning a new way to communicate that breaks your normal rules of grammar and even has different vocab
Honestly shocks me how similar these two are now.

I think there are a ton of lessons you can take from language learning and apply it to learning copy.

One example: You can't really learn a language to fluency via classroom/textbooks.
Read 19 tweets
28 Oct
In the past, way too long. I knew it wasn’t worth it in my gut and persisted because I thought I could brute force it.

Bad idea.

Now, for example, with the new business my partners and I literally said “30 day test” to validate it. That might’ve even been too long tbh.
Within those 30 days, we learned a ton and got our first ~$10k in sales so it was perfect validation

We were serious though, if it felt wrong, we would’ve ended it.

Could go test another 1-2 ideas before the end of the year. Not a problem if it “fails.”
Obviously comes down to a bit of intuition.

But for something like a direct response / cash flow business. 30 days should give you enough data/baseline to know if there’s potential.

Even if you’re not profitable, breaking even on MVP VSL is a huge indication that you’re good.
Read 7 tweets
27 Oct
Intuition a big piece of it. But that makes for a shitty answer to your Q.

For me it’s either a pure cash flow play or high risk “startup” type venture. Different pros/cons.

But these are the big factors I think about:
Are there unfair advantages for me specifically to capitalize on (could be skillset based, not great, best is like a true moat — ex. selling something only you can due to regulation)

How scalable

How (few) people need to be hired if it grows a ton

How cool is the offer/market
(That one matters a lot now. Get burned out trying to build business around an audience or product I despise or can’t relate to.)

How much experience do I have in the space

Is it a trend / growing (my most successful connections all really focus on this — riding growing wave)
Read 5 tweets
27 Oct
It’s all based around 80/20. There’s a million tactics/strategies available to almost any business. (Watch one Dan Kennedy seminar and you’re set with “ideas” for life.)

Comes down to what single project drives highest profit. Do that, then do #2 etc.

Step 1: Big Brainstorm..
Throw bad ideas and crazy ideas out there.

Step 2: Attach profit to each idea. Make an equation. Ex. How much time/effort required. How likely to succeed. How much profit if successful. What are costs. What are pros/cons to brand (any misc. issues like a tactic that seems slimy)
Step 3: do it starting with best options and work down the list.

Keep track after the fact of what worked and what failed and why.

***

In 99% of cases tho, it’s simple. It’s typically top of funnel/main VSL that has biggest opportunity and lowest hanging fruit.
Read 6 tweets
26 Oct
Other thing I’ve been reminded

(Getting back to roots w/ “service” biz)

Man, so much less bullshit than info

Pain in the ass to make $50k a month profit with info:
- email marketing
- split testing
- creating 30 min VSLs
- FB ads “treadmill”
- team

Versus selling 1 big client
Forgot one: margin

Had $150k months with info — but nowhere near that in terms of profit.

Now it’s ~90% profit margins conservatively

Obviously there’s no true “better” option. Pros and cons.

But from a cash flow and lifestyle perspective, damn it makes a difference.
Still doing the other approach with one startup. But that’s high risk high reward

Nice to also have lifestyle / heavy cash flow biz to cover everything while working on the moonshot

Seems impossible until you meet someone doing this. Plenty of time if you truly 80/20 everything
Read 4 tweets
26 Oct
Not remotely an expert

But

Biggest sales lesson so far (relevant to consulting style offers)

Is how much “frame” matters

If frame = “I’m desperate, please value me” then you uptalk and push client away

It frame = “we’re a rocket ship, few seats left” they fight for an invite
Crazy how much this one shift changes the conversation

Totally changes how much they respect you. How much they fight for “dominance” on the call. How well they respond to the actual offer.
Real life example:

Talking to potential client who’d pay us $60k+ a month with good frame = goes well, potential sale

Talking to client who’d pay us just $5k a month with bad frame = rejection

Lmao. Wish there was a way to humble brag about the former

Every call would = sale
Read 4 tweets

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