Nicolas Cole πŸš’πŸ‘» Profile picture
Sep 27, 2021 β€’ 9 tweets β€’ 3 min read β€’ Read on X
How do you hook customers like the pros?

These 6 sales copywriters have generated more than $10,000,000,000 (billion!) in sales.

Here are their most famous techniques πŸ§΅πŸ‘‡
1. David Ogilvy's "Steal From The News" Technique

One of Ogilvy's most well-known ads was for Rolls-Royce.

The big idea?

"At 60 mph the loudest noise comes from the electric clock."

He stole this line from a press review of the car, and put it stage center.

Positioning 101
2. Gary Halbert's "Dear Reader" Technique

Halbert (who made millions writing sales letters for brands) also had a paid newsletter.

His signature style was to start each letter with, "Dear Friend and Subscriber."

He spoke directly to their wants & needs.

And he made a fortune.
3. Craig Clemens' "Documentary" Technique

A number of years ago, @craigclemens wrote one of the most successful sales letters in history.

Except it wasn't a sales letter.

It was a "documentary" educating people on "leaky gut syndrome."

Which framed the solution: probiotics.
4. Evaldo Albuquerque's "1 Core Belief" Technique

How do you generate $120+ million in product sales 2 years?

It all starts with changing 1 core belief in the reader.

Moving them FROM the way they think TO a new way.

And it takes 10 questions to move them there.
5. Eugene Schwartz's "Hidden Desires" Technique

Schwartz wrote the book on copywriting, called Breakthrough Advertising.

In it, he explains how people have overt desires and HIDDEN desires.

Speak to the hidden stuff and you'll hook people's attention.
6. Gary Bencivenga's "Metaphor" Technique

Gary had a "golden rule" for writing sales letters that moved people.

Using metaphors.

This was a signature in so many of Gary's best-selling ads. He calls it "The Golden Key of Persuasion."

Metaphors are sticky & easy to understand.
6 billion-dollar tips to write sales copy like the pros:

β€’ Steal ideas from the news
β€’ Address readers/customers directly
β€’ Document the issue (vs sell the solution)
β€’ Change 1 core belief
β€’ Talk about the customer's "hidden desires"
β€’ Use metaphors
If you want to learn how to become a legendary writer yourself, would love to see you in the next cohort of Ship 30 for 30.

Starts soon!

ship30for30.com

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More from @Nicolascole77

Jun 30
One of the most prolific writers of the last 30 years:

John Grisham.

His books have been made into movies starring Tom Cruise, Sandra Bullock, and Samuel L. Jackson.

10 of his timeless writing insights on talent, routine, and dealing with criticism:🧡 Image
1. Grisham sets himself tough creative constraints:

β€’ Start a novel on Jan 1st
β€’ Write daily for 3 hours
β€’ Finish it by July 1st

The key?

His tightly controlled writing environment (down to the coffee he drinks):
2. Grisham pumps out one novel every year.

But he can only do this by avoiding a huge mistake a lot of writers make:
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This skill generated $3 MILLION for me in 2024:

β€’ No degree required
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We taught it to over 1,400 studentsβ€”who can charge $5,000+ for it.

If you have a laptop and wifi, this is the most lucrative WFH job in 2025:🧡 Image
Something most writers miss:

Educational Email Courses (EECs) are one of the most lucrative writing services.

I use them in all my businesses.

The EEC I wrote for Ship 30 for 30 has generated over $3 MILLION in lifetime revenue: Image
That's not a typo.

These email sequences are the most profitable piece of content I've ever created.

Here's why:
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Jun 13
I wasted years as a horrible writer.

But then I found Tim Ferriss's writing routine and the mental models behind his 5 New York Times best-selling books.

4 mental models you can steal today:🧡 Image
As a senior at Princeton, Tim almost died writing his thesis. He vowed never to pen anything longer than an email again.

Fast forward to 2004. A cheeky student in Tim's entrepreneurship class says he should "write the book" on his lecture.

Here's a snippet: ↓
Ideas for optimizing life and work flooded Tim's brain. Tim couldn't sleep. So he scribbled to quieten his mind.

The title of his scribbly notes?

"Drug Dealing for Fun and Profit."
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Jun 12
I generate $400,000/year with a paid newsletter on Substack:

β€’ I don't run ads
β€’ It took 578 days
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This is the most scalable (and profitable) business I've ever seen.

Here’s how you can copy meβ€”5 steps (bookmark this): 🧡 Image
Most writers are stuck in a toxic relationship with their craft.

They think beautiful words = $$$ in their bank account.

Reality check: Writing is just the first step.

Great writing is a start.
Systems turn it into a business.

Here's the blueprint↓
1. Substack notes = free subscribers growth

Most creators are sleeping on Substack Notes.

β€’ We post 2–4x/day.
β€’ Over 35% of our total subs now come from Notes.

If you're only posting on X or LI, you're leaving one of the best ways to attract subs on the table.
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Jun 5
You want financial freedom?

Become a ghostwriter.

At 26, I was a broke copywriter addicted to World of Warcraft.

18 months later, I hit $180K/month writing for founders.

Most people overthink. I just started.

Here’s the story:🧡 Image
I was sick growing up. I didn't know I had celiac disease until I was 18.

I fractured my spine at 14 playing hockey. Then broke it again at 17.

My NHL dreams died.

I turned to World of Warcraft, becoming one of the highest-ranked players in North America.
Then I pivoted to my other passion: writing.

I studied Fiction Writing at college.

My college writing professor Joe Meno (author of "Hairstyles of the Damned") told us success meant:

"Write for a year, mail manuscripts in manila envelopes, stack rejection letters for 30 years."
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In 1884, Mark Twain gambled everything on a dying President.

Everyone said to walk away.
He offered Ulysses S. Grant 7x the standard publishing royalty.

Together, they created a $12M bestseller and America's greatest military memoir.

This story changed publishing forever:🧡 Image
In 1884, former President Ulysses S. Grant was utterly broken.

β€’ His Wall Street firm collapsed in a Ponzi scheme
β€’ He lost his entire life savings
β€’ At 62, he was diagnosed with terminal throat cancer

His family faced poverty after his imminent death. Image
Image
Grant's only hope was his memoir.

Publishers hoped to profit from the American hero.

So, Century Magazine offered him the standard 10% royalty.

But Mark Twain, sensed a historic opportunity (which the publishing world missed):
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