MERCVRE
@MercureCopy
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❈ Ex-Copy Chief of a 10M Company going undercover on Twitter. ❈ 11 Six Figures Sales Letters since 2021. ❈ Follow me to learn Quiet Copy.
Become A Quiet Copywriter👉
Joined February 2021
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Copywriters' secret weapon:
Hang this wheel by your computer and use it to trigger the right emotions.
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How I Sold Out a Product and Generated 139,243€ by Writing an Ad Disguised as a History Documentary.
...And Why Quiet Copy is the Future of Copywriting.
*Thread*
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Forget Copy books and courses.
To get great at Copywriting you need to study SALES LETTERS.
Yesterday I reviewed
@ROGUEWEALTH
's DOJO sales letter.
I annoted it just like I would any copy in-house.
I will DM the full review to anyone who likes this post and comments "YES".
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These 3 books got me where I am:
1. Great Leads - Michael Masterson & John Forde
2. Forbidden Keys to Persuasion - Blair Warren
3. Hypnotic Writing - Joe Vitale
And you - which books changed your life?
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The 2nd quickest way to learn Copywriting is by reading Sales Letters.
The FIRST one? Reading REVIEWS of Sales Letters.
Yesterday I've reviewed
@wolfoffunnels
'Funnel Hack' sales letter.
You can grab it for FREE for a limited time.
Just like and reply YES to grab your copy.
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The 6 books every copywriter should read and re-read again:
1. The Adweek Copywriting Handbook - J. Sugarman
2. Great Leads - M. Masterson & J. Forde
3. Forbidden Keys to Persuasion - B. Warren
4. Big Book of Business - B. Settle
5. Take Their Money - K. Milligan
6. Hypnotic
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Friends
Last year my 2nd best promo sold for 307,768€.
My worse one 57,565€.
The difference?
The first one had a Big Idea... The other didn’t.
Big Ideas are a one-way ticket to money.
Without them? You will not sell.
Here’s my EXACT process to find one.
*Free course* 👇
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Friends
In 1997 Marshall Applewhite convinced 39 people to kill themselves in order to become immortal.
Meanwhile…
Beginner Copywriters struggle with converting clients.
Here are 7 Confidential Persuasion Techniques to convince anyone to do anything.
*Free Thread* 👇
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When I write copy I follow one golden rule:
I translate abstracts concepts into real-life situation.
So instead of writing:
"Are you frustrated with making constant efforts to lose weight with no results?"
I'd write:
"Day 12 of your diet. You step on the scale… hoping the
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Friends
Lucky you.
At first I wanted to turn this into a $239 product.
But I feel generous (and I want to earn your follow…)
So I’ll reveal everything for FREE down below.👇
**Here are… The 10 Laws of Copywriting.**
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Copywriting is not about writing.
It's about ideas.
You can spend months refining your sales page...
If the idea's mediocre so will be your sales.
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How I Wrote a 310,210€ Sales Letter in Only 2 Weeks By Focusing on “Movers”
And How They Can Help You Write Converting Copy Faster
*A Quiet Copy Thread*
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I've spent the past 3 years building a Quiet Copy storytelling system.
It allows you to pre-sell your readers before they know you've got a product.
It has generated me +3M€ in sales and has a 88% success rate.
I call it the "Winning Story Formula."
Step by step guide 👇
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At first my Copywriters don't get why I'm against Copywriting books.
I mean, isn't that how you get better? By accumulating knowledge?
The answer is no. It's not.
In fact I would say do not read a single Copywriting book before at least a year of every day practice.
I know,
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Before I write a sales letter I re-read one book:
Great Leads by the legendary Michael Masterson (Mark Ford) and John Forde from Billion dollar Agora.
This book gives you ways to start a sales letter according to the awareness level of your audience (a lead = the first 250-500
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If you want to learn how to write curiosity igniting bullets... Aka Fascinations...
Read the "Book of Secrets" letter by Mel Martin.
DM me and I'll send it to you.
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For more than 2 years I've been researching the X factor.
The "thing" that separates average Copywriters from masters.
There are multiple answers but there's ONE that has stuck with me since I discovered it.
The Rule of Marbles 👇
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90% of online marketing is lame.
Marketers only see Internet as a talking tool.
They shout and see how many people answer back.
Wrong.
It's a listening tool.
The exact words your prospects are using to describe their emotions are out there.
Twitter - Facebook...
Just listen.
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Friends
I have a confidence to make.
Before 2021...
I was a terrible copywriter.
Until one day... A mysterious letter revealed THE secret behind killer copy to me...
And turned me into a million-dollar money machine.
Now it's your turn.
*Free course* 👇
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The best Copywriters I know are not just Copywriters.
They're "complete" marketers.
A complete marketer has three heads.
They know effective marketing.
They know how to write converting Copy.
And most of all, they know how to manage a business.
Really makes you think.
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Want to write converting copy?
Answer these questions:
- How is this unique?
- What’s in it for me?
- How do I know this is real?
- What’s holding me back?
- Who’s to blame?
- Why now?
- Why should I trust you?
- How does it work?
- How to get started?
- What do I have to lose?
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You're a new Copywriter?
Let's cut the BS.
Chances are you’re not going to make it.
Even if you get all the advice, tips, strategies, "secrets," or whatever else from the best Copywriters and marketers in the world...
...There’s a high probablity that you’re STILL not
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Ask any civilian...
...They'll tell you they hate ads/Copywriting.
Because in their minds Copy = loud, shouty, obnoxious.
Yet they still respond to one specific kind of Copy...
...Ads that don't feel like ads.
Copy that doesn't scream Copy.
Quiet Copy.
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Copywriters:
Keep. your. writing. focused.
Each of your sentences should either:
- Provide proof.
- Fuel a narrative.
- Evoke an emotion.
- Make a statement.
- Stress pain points.
- Establish credibility.
- Or highlight a benefit.
What else?
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Loud copywriters think copy is about selling.
Quiet copywriters know it's about listening.
Understanding your readers' needs and concerns.
And writing with a genuine desire to help.
Not to SELL them a solution.
But to SOLVE their problems.
Be quiet my friend.
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The main 4 emotions in copywriting are:
=> New
=> Easy
=> Safe
=> Big
Build your copy around them to spark desire and make tons of sales.
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Something amazing's happening on copy Twitter.
People are starting to realize that Copywriting is not writing... But clear thinking.
As a in-house Copywriter let me double down on this idea.
The secret to sales is: say the right things to the right people at the right time.
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3 years ago I was writing a sales letter about cancer.
I asked one of the interns on my team to help me write the first draft.
His headline said:
“Weird 2500 year-old Chinese hand technique flushes cancer cells out of the body”
Good, I told him.
But here's why I'll never
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Had a week to write a sales letter. (I freelance on the side... So not a full week.)
Conducted research for 6 days.
Started writing on Friday @ 8 PM.
Finalized the letter @ 3 AM.
Client launched it. It's a hit.
Thank the Lord for Quiet Copy.
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The time has finally come.
I've left my position as Copy Chief.
I'm now on the market, looking for new partnerships.
This also means that interesting things are coming for those who follow me.
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This ad made real estate agent Craig Proctor a billion dollar.
How? Because it had a simple... Yet irresistible... Unique Selling Proposition.
He targets people who have trouble selling their home... And promises them the sale... Even if he can't sell it.
Keep. It. Simple.
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Good morning to everyone trusting the process & playing the long game.
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Copywriter friends.
If you're thinking of writing Copy freelance, I'd ask you to reconsider your path.
Dark times are coming.
And Copywriting itself will not free you.
Build an offer. Scale your business. Achieve big things.
You'll need it.
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If you're a beginner Copywriter, remember:
Copywriting is not about changing people's mind.
It's about making "believers" act.
See the difference?
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Make them feel understood: a quick guide.
Making your reader feel understood is one of the most difficult things to master in Copy.
Why? Because it’s not the right question to ask yourself.
And it would take me much more than a simple post to explain why.
Still, someone asked
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Look.
Instead of asking:Tired of endless job searching?
Write: You send out yet another resume, hoping for a response. Inbox: deafening silence...
It's about moving from intellect to emotion.
You grasp it instantly.
That's why it's effective.
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I created this account in February 21.
Only started posting in August.
In less than 6 months I had paying clients and a great following.
Now I wish I had started writing earlier.
Stop lurking. Start writing now.
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Copy is simple.
Research a topic until you know it by heart.
Find a cool and interesting way to talk about it.
Link everything to a good product.
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"How can I improve my storytelling?"
Ok.
I'll let the cat out of the bag.
You ready?
→ By devouring great stories.
That's it.
Myths, novels, plays, sacred texts, movies, series, biography, documentaries...
And if you don't like to read → audiobooks.
No excuses.
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Friends
3 years ago I was lost - unemployed and $20k in debt…
Today I’m a Copy Chief with millions of dollars in sales and nice paychecks.
There’s no secret. Only hard work.
You want to become an A-list copywriter?
…Here’s how to follow the path of mastery.
🔴THREAD🔴
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Is there a secret behind writing 6-7-8 Figures sales letters?
Yes there is.
And it's what separates mediocre Copywriters (90%) from the 10%.
This secret is BALLING.
Most of you are far from crazy enough.
In fact I would say that most Copywriters are vanilla AF.
Each winning
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Copywriting made simple:
1) Look at this cool thing.
2) Hear how this cool thing could solve your problem.
3) Imagine yourself in this great situation, once your problem is solved.
4) I've worked to make this cool thing accessible to you.
5) Click here to change your life.
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Ways to learn Copy ranked from worst to best:
- Hand writing sales letters (meh)
- Reading books (tricky)
- Analyzing sales letters (nice)
- Writing 1 piece of Copy a day (very nice)
- Discussing Copy with a mentor (perfect)
And then, at one point:
- Teaching Copy (incredible)
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My research process in order:
- Avatar
- Competition
- Foundational story
- Big Idea & USP
- Mechanisms
- Offer & guarantee
You can't go wrong with that.
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2 years ago I sold out a product in 9 days and generated 139,243€ by using Quiet Copy.
A story-telling based Copywriting method.
I've written a thread detailing step by step how I did it.
100 likes and I'll release it.
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90% of Copywriters will waste time looking for tips, tricks, hacks, techniques, methods, frameworks, blueprints...
When they could just focus on writing a simple, clear, and conversational message.
Be the 10%.
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Want to write great selling Copy?
Master objection handling.
That's it. That's the tweet.
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Joe Sugarman's 7 steps to Writing Great Copy:
1. Become an expert on the product.
2. Know your prospect.
3. Find your headline.
4. Write the first draft of the Copy.
5. Edit the Copy.
6. Incubate. Put the Copy aside and let it rest.
7. Take a final look.
Simple yet effective.
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Do you write vague copy?
Let's say you had to sell a loudspeaker.
You might write: "This speaker provides a crisp, fine-tuned, and rich sound to your music."
At first glance this doesn't seem too bad.
But re-read the sentence and ask yourself...
Do I understand what that
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How to become good at writing Copy:
I was sitting at my desk when a junior Copywriter called me over.
"Take a look at my lead. What do you think?"
"Not going to work", I said. "It's breaking the rule of one."
"But it's original," he defended, "and I think it works like that."
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The secret of effective Copywriting is talking about "events" instead of general concepts.
Events have a place, a time, and characters. They refer to something happening in real life.
Whereas general concepts don't refer to the real world.
"Unleash your strength!" => means
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Great copywriters study myths, novels, pastas, theater plays, screenplays...
Because that's were great storytelling hides.
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Crafting a great headline is as easy as ABC:
- Audience
- Benefit
- Curiosity
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People don't buy fitness programs.
They buy the 6-pack...
The bigger arms...
The silhouette...
And the «Wow I almost didn't recognize you!» at the high-school reunion.
Make sure to sell them the right benefits!
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Beginner Copywriters:
The second best way to learn Copy quickly is finding a Copy buddy.
Someone to talk, discuss and study Copy with.
Copywriting is NOT a lone wolf's game.
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90% of Copywriters think copy is about selling.
It's not.
Selling is the least important part of the process.
The 10% know it's about listening.
Understanding.
Wanting to help, GENUINELY.
Respecting their right to say "no".
THEN being rewarded with a sell.
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If you feel like you're not getting anywhere with Copywriting... read this (urgent):
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Friend
You don't create Big Ideas. They already exist in the wild.
So don't rely on your creativity. Or agonize in front of your blank doc.
Go on an investigation.
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Yesterday I was in Switzerland.
Today I'm working from Madrid.
Next week Paris, Rome, Berlin?
With Copywriting you're free to choose. 🕵️
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The Copywriting rule that helped me the most when I started out?
The Rule of 1.
= Each copy must be centered around 1 Big Idea.
= 1 problem
= With 1 main emotion
= And 1 solution
= Leading to 1 CTA.
Led me to write 6 figure copy.
What was your "breakthrough"?
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In your Copy, how do you frame a claim without sounding hypey?
(loud copywriters beware...)
I'll say it right now: it's not exactly about proof or testimonials.
That's because proof is relative. Take studies or statistics: you can make them say anything you'd like. It's all
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Quiet Copy 101:
Don't fake your deadlines.
We all know tons of landings with made-up countdowns.
It gives off a bad vibe about you and your product.
Genuine urgency = more sales.
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To get good at copywriting there’s no “secret”.
You need to work hard.
Read books. Read copy. Find ideas in magazines, fiction, movies, documentaries… and then write.
Be a gold prospector… Dig until you find the nuggets.
Non-negotiable.
GM.
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The typical rookie mistake is to overblow every claim.
"hack your growth and supercharge your sales" type BS.
Study market awareness.
You'll realize people prefer down-to-earth realistic truthful claims nowadays.
You'll get more sales. In a more ethical fashion.
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Good morning people writing in English when it's not your first language.
A copywriter who speaks different languages is a rich entrepreneur.
Keep it up! 🕵️♂️
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To all my beginner Copywriter friends...
A bunch of DR businesses are willing to pay good money for someone who knows how to write winning advertorials...
Just sayin'
GM
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I have a thread idea.
A 7-figure storytelling system you can use to pre-sell anyone before they even know you've got a product.
Peak Quiet Copy.
Would you read it?
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Wrote a sales page for a small client.
He texts me this morning.
"hey, first time I make 1000€ in one hour"
🥂
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Copywriters are obsessed with hooks and body copy.
But even the greatest copy can't work without a great offer.
Make yours irresistible.
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Bookmark this:
Mail 0: Teaser & introduction of the story.
Mail 1: Beginning of story, establishing the problem.
Mail 2: End of the story, revealing the solution.
Mail 3: Explanation of the USP, why the product exists.
Then follows a sales letter, sales page or VSL.
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When choosing an approach in copy there's a rule:
If your reader is aware of the problem and the solution write a direct lead.
If he's not... Write a story.
The book Great Leads shows you how.
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Hard truth: it takes 5 years to be somewhat decent at copywriting.
Harder truth: most will have already given up by then.
Don't.
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Great Copywriters all have one thing in common.
Charm.
This irresistible force drawing you toward them.
So cultivate your charm, baby.
GM
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Let's say I've got 10 days to write a sales page.
I'll spend 6 days researching my Big Idea... Until I've nailed it.
2 days writing two or three versions of the lead, with multiple headlines for each.
2 days writing the body copy + offer section.
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New Copywriter?
Find yourself a Copy Partner.
Exchange new ideas daily. Read each other's Copy. And talk... a lot.
Even if you're both beginners... It's free progress.
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Copywriters:
Keep. your. writing. focused.
Each of your sentences should either -
✅ Provide proof.
✅Fuel a narrative.
✅ Evoke an emotion.
✅ Make a statement.
✅ Stress pain points.
✅ Establish credibility.
✅ Or highlight a benefit.
What else?
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No testimonial for a new product launch?
Loud copywriter: let me make up some obviously fake ones!
Quiet Copywriter:
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Contrary to many Copywriters I don't preach a specific style of writing.
I've seen great Copy written at a level much higher than 5th grade.
I've seen great Copy with commas and adverbs.
I've seen great Copy that uses "that".
Once again... Context matters.
In general
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Writing emails is the bread and butter of a Copywriter.
It's what gets you stability in revenue.
You get a retainer. You also get 30-60 tries a month to make an impact.
But can you get "rich" off emails?
Can you get to the prized 10-20k/mo and beyond only writing emails?
You
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Each sentence in your copy should have a clear purpose.
Claim, emotion, proof, benefit...
If not? Delete it.
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You are NOT a Copywriter...
You're an Outcome Seller.
It might seem obvious, but I've seen countless writers miss the point.
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Prove me wrong: Twitter is the best networking platform at the moment.
You're surrounded by great smart successful people.
I network... make friends... and create great stuff with them.
GM
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Slowly seeing a shift.
More and more Copywriters take on the Quiet route.
Focusing on world building, good ideas and good storytelling.
I like it.
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You don't need more copywriting books or courses.
You need GUIDANCE!
i.e. Someone who tells you where you went wrong and how to improve.
Real money is made with mentors and copy buddies.
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Friends
I have a confidence to make.
Before 2021...
I was a terrible copywriter.
Until one day... A mysterious letter revealed THE secret behind killer copy to me...
And turned me into a million-dollar money machine.
60 RT and I disclose my secret. 🕵️
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Your readers aren’t children.
They’re not idiots.
Treat them like honored guests.
For instance: choosing simple words over more complicated ones is a great writing rule.
But guess what?
Sometimes it makes sense to use more sophisticated words.
Copywriting is context.
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Most beginner copywriters don't realize the sheer amount of work it needs to become somewhat good.
Copywriting is the OPPOSITE of a get rich quick scheme.
It's 1000s of hours of sweat and tears.
But it's worth it.
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Good morning to everyone writing in english when it's not your native language.
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Friends
You know it by now.
My last sales letter generated 411,439€ (up from last time)
That’s not one-off sales… But monthly recurrent revenue.
To achieve this I’ve used a method I’ve never seen ANYONE mention on Twitter.
And I’m revealing it for free down below 👇
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Tell your reader:
- The real source of his problem
- Why other solutions won't solve it
- What's this new opportunity
- How does it work
- How it will help him
- How long does it take
- Does it implies sacrifices/efforts
- What will be the exact outcome
- What's his guarantee
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Persuasion.
It's not about "changing their mind."
...Or making them buy something they don't need or want.
It's about making the right people buy YOUR product NOW.
Stop wasting your time selling to the unconvinced.
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Study popular civilian media.
Most copywriters don't do this.
They stay in their field. Only read promos and copywriting books...
Go read popular magazines. Women literature. Tabloids. Your spam folder…
Everything that works is working for a reason.
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Every Copywriter interested in the mind and its weaknesses should study the methods of Scientology.
It's a dark subject though, so be careful.
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