Andy Mukolo
@andy_mukolo
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Direct Response Marketer & Copywriter.
Joined November 2012
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Steal this Copywriting formula;
BIG emotional promise
Proof
Story that resonates
Promise
Proof
Address objections
Future pacing
Emotional triggers
Big emotional promise x 2
SOLID proof
Future pacing x 2
Irresistible offer
CTA
False close
Sweeten the deal
Value stack
Final CTA.
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Copywriting assignment:
Go to YouTube, search for:
"Gary Halbert, Direct Marketing Secrets"
Watch it from start to finish.
Take notes.
That video [1:10:09] contains some killer marketing techniques you'll want to act on immediately.
Must watch,
If you sell anything online.
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Sometimes, the best marketing strategy is knowing when to shut up.
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When I turned 25, I created a 5yr plan to retire at 30, using Copywriting as a tool.
I'm 27 now
I have like 2yrs, 6months to go
And the way things are going,
If I keep up with my current work ethic
I will achieve that goal before I'm 30
Using Copywriting,
Only Copywriting.
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Introverts love alone time.
They function best when they're left alone.
Learn to give them space.
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I approach marketing pretty much the same way I approach women
Don’t pursue, attract
Don’t force, tempt
Less talk, more demonstration(s)
Zero hype
Zero neediness
Raw and direct
And never give the impression that you can’t do without the other party....
Because you can.
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When I was in the bank — they gave us N4,000 for every N1Million we brought in (— but on the condition that the money was there for 30 days)
Expertnaire gives you N300,000-N500,000 for every N1Million you bring in
No CV, no interview, no ass licking
But do what works for you.
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"This your online business sef, have you made up to N1Million yet? Have you bought land? By now I thought you would have moved into your own place..."
Ignore them
Keep working hard
Let them ridicule you all they want
Soon, you’ll be making their 6months salary in 1 month.
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One of the most important words in Copywriting is a simple 13-letter word
Transitioning.
Your ability to transition from a story into your sales pitch
Without losing your reader;
Largely overlooked
Very important.
The transition key could make or break ur marketing campaign
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I invest 5 years of my life in University education, plus 12-months of NYSC,
5 yrs later, no job
Now, u’re saying I should go do Masters or some professional course, just so I “stand a chance” at a N100k/mo job???
God forbid!
I’d rather learn a high-ROI skill or start a biz!
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Things in your marketing campaign that should be un-Google-able
+Your big idea
+Your unique mechanism
+Your lead
+Your story
+Your offer
+Your product name
Keep them as "different" as possible.
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One of my students is moving her family into a bigger house.
She’s barely a year into Copywriting:
Obsession
Commitment
Laser focus — on one thing
Discipline
Determination
Serious work ethic
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High-paid writing markets that are great for beginners:
Self development
Branding and awareness
International living
Newsletters
Product launch / digital course creation
Alternative health
Dating & Romance
Food
Fashion
Education
Fundraising
Self defense
Info publishing
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Today makes it 2years & 7months since I left my parents' house & set off to build sth for myself
I was 25 & felt like a failure
Left w/ 2 small bags, less than $50 to my name & a burnin desire to rewrite my story
Lots of bumps along the way
But the gamble eventually paid off
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10 Things I've Learned from
@ronaldnzimora
(Part 1)
1. Marketing is simple. Don't complicate it with needless jargon
2. Keep ur copy easy to understand
3. Marketing is a game of numbers. Make sure ur math adds up
4. When selling, aim for believability
5. Never stop learning
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The easiest way to make people buy from you, even in saturated markets, is by:
Playing the good ol card of..
"Show them u can help them, by actually helping them"
This is the premise upon which I create marketing campaigns for my self, clients & partners
Do same, if u can.
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How copywriters earn:
+Clients,
+Royalties,
+Sales from personal offers,
+Affiliate commissions,
+Joint venture income,
+Equity from business partnerships,
+ROI from start up investments,
Easily the world’s most exciting business — when approached with the right mindset.
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When your mentor introduces you to their inner circle, you have to understand:
They’re indirectly vouching for you
It’s bigger than the usual “personal recommendation”
Their own reputation is on the line
It’s a blessing, a gift — a privilege
And you don’t screw that up.
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Examples of good hooks:
1. In 2006, when I was still working with the Israeli secret service, I recorded the 15-min footage below:
2. Last month, we spent $70k running Google ads. Here’s what we learned:
3. My ex girlfriend forwarded this 5-page document to me via email...
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Copywriting is probably the only high income skill that once you learn — you don’t need to learn another skill to monetize it.
Part of learning copywriting includes learning how to sell the skill of copywriting
Not so with other skills, where you still need to learn how to sell
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Back in Uni we had dreams of working for big companies & earning N350,000+ salary
But a few years after graduation
The handwriting on the wall was clear:
The system is fucked.
The life you want, this system can't give it to you
You have to create something for yourself.
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You've got the words to change a nation
But you're biting your tongue
You've spent a life time stuck in silence
Afraid you'll say something wrong
If no one ever hears it, how we gonna learn your song?
So come on, come on
Come on, come on... 🎵
Read All About It — Emeli Sandé.
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Hard man, hard man
Small birthday surprise from my mentor
@ronaldnzimora
& I was crying like a fish in public
I can’t repay this man for all he’s done for me
And Special thanks to:
@infomichaelniyi
@thejacintaebere
@bena_hili
@FunmilayoMK
@zurike_favour
You made my day ❤️
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I just wanted to tell you that Affiliate marketing is not waiting for people to create engaging content and then going under the comments to post your affiliate link hoping someone pays for a program through your link
That’s not how you make $10k/month in affiliate commissions.
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If your goal is to become the absolute best at what you do (or at least, one of the very best)
Here's 3 resources that could strengthen your resolve (fuel your desire) to keep going, no matter what...
Steve Jobs, Biography
The Last Dance (Netflix)
Relentless, by Tim Grover.
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This simple formula forms the basis of a Big Marketing Idea.
I.I. + E.C. = $$
I.I = Intellectually interesting
E.C = Emotionally compelling
For a marketing idea to consistently bring in sales on a profitable basis
It has to appeal to the head & the heart.
I.I. + E.C. = $$
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Before u say u want to become a Copywriter or learn Copywriting
Ask urself:
Do I really want to spend the next 5yrs of my life doing this stuff? And will I want to keep going if I don’t make a dime in 12-months & people are mocking me?
Don’t get into this biz on blind impulse
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If you can spend 5 yrs pursuing a degree that will never fetch you a N1Million/ month salary
You can spend 1-year learning a high-income skill or building an online business that can legit make u N50M or more per year
But go off...
Tell me how you still need to do ur Masters
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Some of the best "Copywriting minds" in Nigeria . . .
Akin Alabi
Ronald Nzimora
Toyin Omotoso
Emmanuel Johnson
Tony Fortizo
Waju Abraham
Caesar Nnamani
Victor Njimogu
Abdul-Qawiyy Hammed
Stanley David . . .
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No matter how much you’re making, there’s someone on this app (or elsewhere) making 10x - 1000x that, in much less time — and with less stress.
Don’t go about insulting people or bragging needlessly because you think you’re making a fortune
Stay humble
You grow faster this way
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I dare you...
Set an income goal for yourself over the next 6-months
Figure out what you need to make it happen
Shut out all distractions
Pick one high-income skill
Dedicate 3-hours everyday
Be selfish with your time
Be ruthless
Implement every thing you learn
I dare you.
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Same folks who conveniently pay $1,300 for phones & spend serious $$$ on crack, monthly
—are same folks who complain $97 courses are too expensive (no matter how good the offers)
People pay premium for what’s important to them — sometimes, it’s crack, sometimes, it’s a course
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Why marketing campaigns fail
No big idea
A message too amateurish for market sophistication of prospects
Targeting the wrong audience
Poor market positioning
Poor sales argument
No emotional appeal
Too many claims, little/no proof
Saying same old boring stuff
Weak offer.
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You don't need to master Copywriting to make a lot of money with it
Once u understand the basics
Market research
Getting (& holding) Attention
Product positioning
Offer presentation
Closing
And you're a ruthless action taker & you sell what ppl want
You'll make lots of money.
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Copywriting money is fascinating, but the road that leads there is painfully narrow...
99% who start out with un-informed optimism never make it to the end
But for the few who persist — against all odds — There awaits a life of wealth and freedom you never imagined possible.
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There's something called invisible variation in marketing.
That is,
You can continously market same product as new using new & different emotionally compelling angles.
When you understand how this works
You'll begin to see that Market saturation is very often...
Just a myth.
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Funniest mistake you can make in marketing is to say you want to sell something because *many people are selling it*
If that's your main reason, you'll be beaten bloody financially.
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You're aware all the info you need to make $10k+/mo is on YouTube right?
And available for free too?
Start with any video by Gary Halbert
YouTube will do it's magic & bring u similar videos with insane value
But of course, u're busy, you don't have time & u don't like stress.
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Before you launch a marketing campaign, ask urself:
* How well do I understand the current emotional mood & sophistication-level of my market?
*Is my message relatable to what my prospect wants right now?
*What's the
#1
problem I'm solving here? & Why is my soln the best bet?
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As Gladwell puts it:
It takes 10,000 hours of intensive practice to achieve mastery of any skill
So far, I’ve devoted 40,000+ hours to Direct response Copywriting.
When you’re in awe of my writing,
What you’re looking at is the result of 40,000+ hours of madness & practice
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All this stuff about making millions online from the comfort of your home is not as simple as some would have you believe:
Yes— you can make mad money— but you’ll need more commitment, determination, discipline & perseverance than 99% of humans
Otherwise, you won’t make a dime.
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When you're in your 20s and tragedy strikes your family hard, you learn very quickly the importance of having an unlimited earning capacity
I said a while ago that if you think you don't need plenty money
It's because life hasn't dealt with you or fucked with sm1 u love dearly
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I live such a simple life — if you didn’t know me as that Copywriting guy from Twitter, you’d think I was a jobless fellow unsure what to do with his life.
I like it that way.
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Free therapy for all writers:
*Great Music
*Lots of Sleep
*Great fiction
*Intriguing movies w/ suspense-filled plots
*Long walks (morning/evening)
*Deep conversations with open minded folks/ loved ones
*Adventure x Travel
*And just about anything that helps you worry less
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You're locked in a room, no internet, no social media, no swipe file
Just u
A Laptop
A Google doc
+
All Info u need in another doc
You're to create a marketing funnel, using all info provided
Can you?
You should be able to
If not
Practice non-stop until u're dat confident
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"I once used the word OBSOLETE in a headline, only to discover that 33% of housewives had no idea of what it meant
In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself”
— Ogilvy
Copywriting is not grammar.
Use simple English
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In a world where 99% of marketers are following same advise of:
"Copy what's working... Don't reinvent the wheel"
...your best bet is to think / do things differently.
Sometimes, you may have to reinvent the wheel too... To get staggering results with your marketing.
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Simple ideas are much more believable than complex ideas
The more complex your marketing idea becomes, the more skeptical your prospect gets & the more likely it is that she wont buy from you
Keep ur marketing simple
If ypu have to use pidgin English to simplify things
Do so.
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Hire John Carlton to write great Copy selling me a master’s program
The response rate will still be zero
Hire a newbie copywriter to write good copy selling me a vacation to Rome and if the offer is good, I’ll bite
Great copywriting won’t make people buy stuff they don’t want
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Copywriters: Simple way to get 2-3 big fish clients in 30-60days:
Take down these names:
Todd Brown,
Russell Brunson,
Chris Evans & Taylor Welch
Sabri Suby,
Frank Kern
No, these are not the new clients I’m talking of — but they’ll lead you to your ideal clients
Here’s how:
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People (especially young people my age) don't like it when you tell them there's hard work involved (...and that it might take a while to see any gains)
They want it quick and easy.
The 1% who have the patience & discipline to go all the way are the ones who find true success.
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If you run an ad & you have more prospects raving about the brilliance of ur ad vs those taking action & buying
Kill that ad, fast!
A profitable ad hardly ever gets an applause from the market itself
You're running ads to get conversions, sales and make money
Not an applause.
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My morning affirmations when I decided I was going to be a Copywriter:
*I am the greatest Copywriter alive
*I make a min of $10k/mo using Copywriting
*I have enough clients to keep me busy for the next 5 yrs
Believed & worked at it obsessively
Oh, how I was thinking small.
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Most times, being in the right network, circles (no matter how small) ...will open more doors and bring you more prosperity... faster vs being famous.
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If u sell a product/service to Nigerians, get these books
Sell ur brain
Triangle of profits
Small Bizness Big Money
How to turn urslf into a LB cash-machine
Deep pocket clients
I will teach u Bizness
They were written by Nigerians who actually made a fortune sellin to Nigerians
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In the last 12-months, we've helped 100+ business owners, coaches, freelancers etc hit their first / next: $10k, $50k, $100k, $200k, $500k and more
Using organic & paid traffic (FB, Google, IG etc)
And across 25+ niches (including red oceans)
Here’s 12 things to chew on:
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If I had to start all over, I'd spend at least 90% of my mental energy rewiring (and re-programming) my mind
Sure, I'd learn a valuable skill, but what I'm now learning is — skill (even a powerful network) can only take u so far. The big needle mover is what goes on in your mind
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Everybody is a Copywriting genius, until it's time to write solid copy that converts on a profitable basis.
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This life — just don’t underestimate or look down on anyone sha.
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If a client is convinced you have "what it takes" to help them hit that $100k revenue goal
They won't have any issues paying you $1k - $10k to write the copy or create the marketing campaign
When pitching clients, sell these:
+Value
+Unwavering Belief
+Client's desired outcome
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Recommended books for Copywriters
Save the Cat,
Blake Snyder
Flip The Script,
Oren Klaff
Pitch Anything,
Oren Klaff
Nobody wants to read your Sh*t,
Steven Pressfield
The War of Art
Steven Pressfield
On writing,
Stephen King
Extreme Ownership
Jocko Willink & Leif Babin
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Sometimes, before you tell a client how much money you charge for a project:
Make them see (in very clear terms)
How you're going to help them achieve their desired outcome
So when you mention your price
It's small... compared to what they're potentially getting in return.
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What I’ve learned since channeling 3x more energy into mindset and spirituality…
Is that while hard work is important
The stuff that really moves the needle — in business and life — is what happens beneath the surface
Took me a while to 100% realize this, but I’m glad I did
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I’m not saying don’t call yourself a badass marketer or copywriting genius or 9-figure brand builder
Just know what u’re doing
And when called upon to get results, be ready to prove yourself
Otherwise, all that personal hype is pointless
You either know marketing or u don’t
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Look at it like this:
To become a world class, highly-paid, highly sought-after plastic surgeon, you have to put in years of relentless commitment & dedication
Same with any skill you want to learn.
I'd say start with the big picture in mind...
Long term, not quick gains.
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Good morning to everyone, except those who....
Stubbornly and consistently refuse to space their paragraphs
When writing what other people will read.
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When you send a pitch via email or DM
Use lean paragraphs.
Max: 3 lines per paragraph
Neat & well-spaced.
If you're going to send people something to read
Make it easy for them to read.
It's called "eye relief"
Nobody gets excited reading long blocks of hard-to-read text
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If you've written your headline and you're not sure how to start the body copy
Try this:
*
I'd like to show you how to do x in y time or less
Even if Z...
Here's what this is about:
*Story of discovery
*Proof
*Transition into pitch
*Your offer
*Close
Don't overthink it.
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@CJ_Johnson17th
Donald Trump is the king of Attention Marketing.
He understands the power of staying in front of the media by doing/saying seemingly dumb stuff just to give people something to talk about.
It helped in business.
It's helping him in politics.
People don't understand this game
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On my way home from my roadwork this morning — it started raining heavily
Rather than find a shade to chill
I just sha continued jogging and dancing until I got home — Then Danced some more before I went in
First time in 11 years I’m dancing in the rain.
Praise the Lord!
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If you're in your 20s and you're not sure what you want to do with your life
Here's my 2 cents:
Read *The Alchemist by Paulo Coelho.
At less than 100 pages
You can finish it in one evening
It is *the only book I have recommended more than The Boron Letters by Gary Halbert.
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How to write a sales letter in 24-hours.
6hours - Research your market
2hours - Study your product, outline it's benefits
2hours - Study great copy selling sth similar
2hours - Craft your big idea, lead, USP, offer
6hours - Write your first draft
6hours - Polish your letter
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A lot of people — upon meeting you for the first time — instantly write you off (and treat you like scum) if you dress too simple.
Then, as soon as they discover who you are, they immediately try to start treating you better.
Sorry, too late. You already showed your true self
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The 12am-3am Rule.
If you'd love to start a side hustle or learn a certain high-income skill and you need quality time to learn/build
Try this:
Go to bed by 8/9pm
Wake up by 12.
Get shit done for 3hours or more.
At first, you may struggle, but with time, it becomes a habit.
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A 30-day Copywriting Challenge;
1. Pick one great Copywriter;
Gary Halbert, Gene Schwartz, John Carlton, Bencivenga etc
2. Pick 4 of their best sales letters (Check )
Read & Copy each letter out BY HAND over a period of 30 days (1 letter a week)... 👇
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The most savvy marketing strategy has to be influencing clients to pitch you on why you should take their money and work with them.
It's the holy grail of personal branding.
And anyone can get into this position
Beginner or not.
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The highest paid Copywriters aren't the ones who know the latest marketing strategies and Copywriting formulas
They're the ones who know the most about what moves people to spend money:
Buyer behavior
Social engineering
Emotional triggers
The money is in understanding people.
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If you're a Nigerian selling stuff online, I won't advice you to post screenshots of your earnings on social media or anywhere on the internet.
I mean, you can do it if you want
But I won't advice it.
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I want to become a Copywriter, where do I start?
Watch this video:
It tells you everything you need to know (and gives you more than enough to get really good results for a start)
All the best.
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The first sentence in your ad is the ad for your ad
Like a movie trailer selling the actual movie
Has to get ur reader excited to keep reading/watching
Stupidly simple, I know
But there's a reason the highest paid Copywriters spend 80% of their time on dat first line
Crucial
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People can actually tell when you're faking genius or expertise
As in, u no sabi the tin, u com dey form say u sabi am.
Best tin u can do if u want to be seen as an expert is to put a lot of quality time into studying & practicing ur craft
Then go out & show what you got.
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10% percent luck
20% skill
15% concentrated power of will
5% pleasure
50% pain
And a hundred percent reason to remember the name.
Not sure how this song entered my playlist
But I enjoy listening to it when taking walks.
Artist: Fort Minor
Song: Remember the name.
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Before he retired, My father earned his living Ghostwriting stories, Press releases & speeches for Delta State Governors
Traveled a lot & wrote a lot
My mom?
A retired teacher & headmistress
They worked hard to give us a comfortable life & we never lacked
Proud — PROUD son
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In many cases, using "lower price" as a marketing strategy can actually hurt your sales, branding & even reputation!
If you focus more on having a superior offer with super "perceived value"
You can easily charge more than the competition & still get more sales than u expected
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Stop telling business owners / clients that you guarantee they'll make "X" amount of sales every month
And you business owner..
Stop believing rubbish claims designed to make you fork your money over
Marketing is unpredictable:
You never really know until the market responds
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If you run an online bizness
You need a lot of financial discipline
Eg:
Get a business account
Pay urself a salary
Pay ur assistants (if you have)
Renew subscriptions/pay for tools
Take wat's left
Split it in 2
Reinvest 50% (ads)
Leave other 50% as emergency fund or balance
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If you hustle online, you have to understand that great copywriting is what will make you stupidly rich
Invest in ads, but invest even more in Copywriting
If you can't afford a good Copywriter
Take quality time to master the skill of writing killer copy
You'll be glad you did
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Back in 2017, there was this guy
Dunstan Low, I think
Tried selling his house for $850k, didn't succeed.
Remembered most humans have lottery mentality
Decided to sell it for £2, by raffle
Prints lottery cards,
Sells over 500k at £2 each = £1million+
Marketing is psychology
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The older you get, the more you realize getting what you want in life comes down to 2 things really:
+Having faith
+Taking action.
Probably sounds too simple
But what I've learned is there's so much you can achieve by just ticking these 2 boxes (every day you live).
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People lose their power over you when you stop caring what they think or feel about your actions
You should try that for 1 full week
Just do wetin you wan do
No send anybody
After 1-week, you’ll come to see that the only power people have over you is the one you give them.
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The problem is not that you’re not good at what you do
There’s many folks nowhere as good as you — Charging a premium & getting paid upfront —no questions
Because they can sell
Learn the skill
But learn how to sell the skill
When you tick both boxes
The money comes easily.
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A few options to receive payment from Foreign Clients
Stripe
Flutterwave
Bitcoin
Paystack
Payoneer
Western Union
A Dormiciliary account
Paystack
A Foreign Bank account
PayPal
You should have at least 3 payment options up & ready
Be proactive.
Don't wait until it's too late.
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The way I see it:
Only 1% of the 1% permitted in your private life should be able to even guess (not know) — to what extent you're financially rich (liquid cash + assets)
Ie: even your closest kin/folks don't know for sure
And the rest of the world can think what they like
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Here's a book that can change your life as quickly as tomorrow...
(If you have the courage to start practicing what it preaches right away)
Title: The Secret,
Author: Rhonda Byrne.
As you read, start practicing (immediately) what it teaches
Without delay or doubt.
Enjoy.
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