Two Words to Summarize All Copywriting

If you had to sum copywriting in just TWO words…

All the psychological triggers, all the clever sales tactics, closes, and influence magic…

Millions of sales letter pages, billions of words, trillions of dollars…

You could still probably capture a lot of it in just two words.

“New” and “Novel.”

That’s what I’m going to teach you about in just a second…

Recently, I wanted to write and warn you to “specialize.”

I saw someone on Facebook say, “I mostly do email but can pretty much do any direct response.”

To which I called bullshit…

But I couldn’t just TELL you the story then say “specialize.”

You would never read that email. And worse: you would never remember it.

I had to tell you about Eminem performing at a honky tonk…

And then about my personal YouTube video selection…

And then I dropped a couple author quotes that you might not have heard before.

All with the goal that I would not just repeat the same shit you’ve heard a thousand times before.

It would be stickier, more memorable…

In the fantastic book, Made to Stick: Why Some Ideas Survive and Others Die, they reveal how to give your ideas mental “hooks” so that they latch onto your prospects mind like Velcro.

I tried to create as many unique “hooks” as possible in my specialization message…

And it worked.

I received an email today from a reader mentioning the fact that I was reviewing specific types of promos on my YouTube.

They recalled it, just like I had written in my email.

If the idea was unique enough to recall, it was just new and novel enough…

Made to Stick will reveal how to give your ideas mental “hooks” so that they latch onto your prospects mind like Velcro.

It didn’t have to blow minds. Just be something new and novel.

And today, instead of TELLING you “copywriting needs to be fresh to work…”

I proclaimed I could sum up the whole art of copywriting in two words: “new and novel.”

It is the easiest concept to grasp, and the hardest to execute.

That’s why big ideas are so hard to create.

Ya know, the most common question I get is “How do you come up with a big idea?”

I suggest you read Made To Stick for a fresh perspective….

Once you come up with your big idea, it’s time to dive into the WORK.

After shoving a cheeseburger and onion rings down a little bit ago, I feel disgusting.

I’m still in my gym clothes, I didn’t ever go…

And in a second I’m heading to the cigar bar across the street…

I kinda feel horrible, but it feels great.

This morning I had a call with the editor of my next project, and now it’s time to dig into THE WORK.

This is my favorite part.

I have a one track mind about these things. It will be all I think about until it’s done.

So sometimes I eat like crap.

I sometimes skip the gym.

I do whatever is most convenient for me to get back to my work.

That’s how I go about it.

But hey, if you struggle with diving into your work, I suggest reading The War of Art.

This is one of those books that changed the game for me FOREVER…

Frankly, I’ve been dying for a chance to pitch it because I love it so much.

If you struggle with diving into your work, I suggest reading The War of Art by Steven Pressfield.

Reading this one book changed my work ethic tremendously.

It gave me a completely new perspective on distractions, productivity, and renewed my drive in an incredible way.

If you think you have trouble focusing, aren’t “passionate” enough, or just need a kick in the ass, read The War of Art today.

Then you can get to work on creating “New” and “Novel” ideas day in and day out.

Okay, I’m going to go dive back into my work now…