In 2018, a Brazilian man whose first language wasn't even English, became the #1 copywriter in America.
His words generated more than $80,000,000 in sales.
Here's how he did it 👇
Our story begins with Agora Financial, which was founded in 1979 by a financial writer and essayist.
The company pioneered the industry of paid financial newsletters, focusing on topics like how to make money in energy, metals, emerging technologies, stocks, etc.
Over the years, the company scaled by bringing on front-end writers like journalists, essay writers, etc., to publish individual newsletter publications—very similar to the way writers use @SubstackInc today.
More than 20 industry-leading newsletters can be attributed to Agora.
In order to bring attention to these newsletters, Agora also built a team of copywriters who handled the front-end sales copy and back-end upsell copy.
This is internet marketing 101.
- Attract leads
- Move them through funnels
- Upsell more subscriptions/products
The company was incredibly successful, scaling revenue into the hundreds of millions of dollars.
But 2018 was an exciting year—and a big one for up-and-coming sales copywriter, Evaldo Albuquerque.
His first language? Portuguese.
That year, Evaldo outperformed every other copywriter at the company, bringing in 100,000 front-end customers and generating more than $80,000,000 in backend sales copy.
This was 6x more revenue than the company's next-highest sales copywriter.
How did he do it?
Despite English not being his first language, Evaldo had created what he called The 16-Word Sales Letter, answering 10 crucial questions in his sales copy that 1) captured reader's attention, 2) kept them engaged, and 3) urged them to take action.
Question #1: "How is this different from everything else I've seen?"
Question #2: "What's in it for me?"
Question #3: "How do I know this is real?"
Question #4: "What's holding me back?"
Question #5: "Who/What is to blame?"
Question #6: "Why now?"
Question #7: "Why should I trust you?"
Question #8: "How does it work?"
Question #9: "How can I get started?"
Question #10: "What do I have to lose?"
Today, Evaldo Albuquerque is considered one of the "greats" in the copywriting world.
And in the past 3 years, has generated more than $170,000,000 in sales from his words.
For more writing habits, success stories, and publishing insights, subscribe to Daily Writing Habits:
And if you want to read Evaldo's work in full (I recommend buying the book where he expands on his writing process), read The 16-Word Sales Letter here:
🚢 Atomic Essay #8: 10 Types Of Viral Written Content
Thread below 👇
1. Things That Don’t Go Together
Irony piques all curiosity. “What Do Oprah, Joe Rogan, And The Pope All Have In Common? This 1 Simple Morning Habit”
2. Big Numbers
People love reading about big, out of the ordinary, outlier examples of universal problems. “3,000,000 People Make This Mistake On Their Taxes Each Year”
This is the perfect example of how Category Creation works. Google “Ford.” Greatest American car manufacturer has been forced to adjust. They’re now playing in Tesla’s shadow.
2/ Digital payments: fiat, like PayPal, and crypto, bitcoin/ethereum
The whole world is moving to cashless banking/payment processing. We’re still early days considering what’s possible in this space.
When I was 26, I started my first company with one of my closest friends. 10 months later, we had a dozen full-time employees and crossed 7 figures in revenue. By 18 months, we had a team of 20 and crossed $2M. Here are the big 7 lessons I learned scaling a service company 👇
1/ The company was called Digital Press, and based on my own specialized knowledge of writing online. We grew very quickly because I'd spent years refining my own process, building credibility, mastering growth hacks, and being able to "guarantee success." This = unfair advantage
2/ The pro here was also the con. Service biz's are very hard to scale because they require specialized knowledge. Spec Knowledge can only be gained thru experience. As a result, training costs a lot, and even harder for those employees to train new employees.
10 years of writing online and 100 million views later, here are 10 big lessons I've learned about how to capture and keep people's attention in the digital world. 1/ Consistent output is the secret to every growth metric on the internet: views, comments, Likes, shares, etc.
2/ The way you “win” the game of online writing is by creating the single best possible version of whatever form of writing you’re using in your chosen category. If you cannot become the "best" in an existing category, you need to create a NEW category for yourself.
3/ Anytime you fail to deliver on your promise to a reader, you’ve lost them. The key to engagement is to constantly reinforce that every promise you make, you keep. (This means don't make BIG claims in headlines you can't/don't deliver on inside the content itself).
7 mistakes startups make with their messaging. 1/ They opt for formal language instead of informal language. Describing their product/services, they say, "We accelerate responsiveness and optimize for engagement." No one has any idea what that means. As a result, customers leave.
2/ They have no awareness of their category. The very first sentence of a company's messaging should NAME the category they're in (ex: "Mushroom Coffee" is a dif category than "Coffee" which is dif than "Premium Colombian Coffee").
3/ They aim for catchy. "We help in ways no one else will." That sentence literally means nothing. Zero. 0000. Any real estate you give to messaging that is not EDUCATING your customers on 1) your category, and 2) why it's different, is a waste of space—and will cost you $$$.
10 lessons about "going viral" I've learned writing 3,000+ articles on the internet, and 1,000+ ghostwritten articles on the internet. Thread 👇
1/ What you think people want to read is not what people will end up reading (especially in the beginning). Articles I've spent hours on ended up getting no viewership. Meanwhile, my most popular article to date (8 million views), I wrote in 20 minutes.
2/ Follow the data. 99.9% of people show up to the internet thinking they know what readers want to hear about from them. The reality? They have no idea. You need to write in order to learn. Write 10 things. Find the 1 more people read. Double-down on that topic. Repeat.