Below is a sample of the emails you can expect to receive when signed up to The Copywriter Club.
Liam
Welcome to July.
And just like that the year is half gone.
Okay. January feels like it was a couple of years ago. so you may be thinking, "Wait, we've got 6 more months of this?"
Yep.
There are six more months to get 2020 right.
Think back to the first part of 2020-what goals did you set for your business?
Maybe you picked out a dream client or popular podcast to pitch?
Did you have your eye on a new revenue goal-say $5K a month? More?
Or were you thinking of updating your website or starting a new project?
So. how's that going?
If you haven't made as much progress in your business as you hoped this year-that's okay.
There's still plenty of time to recover.
And if you're looking for a way to make up for lost time, check out The Copywriter Underground.
The Underground includes the business-changing trainings, time-saving templates, the supportive community, the newsletter mailed to your home... all designed to help you think bigger and reach your goals.
But now that the year is half gone, it's time to make a choice.
A choice between muddling on for another six months or finally investing in yourself and getting the support you need to grow.
If you're thinking, "I could have made more progress," then you owe it to yourself to at least check out The Underground.
Now is the first day of the rest of the year (and the last day you can join The Underground).
What are you going to do differently?
Rob & Kira
PS. The doors to The Copywriter Underground close at midnight tonight. And after that, you'll have to wait. How long? We''re not sure. So don''t miss this opportunity, check it out now.
PPS. When you join The Underground you'll get instant access to our new Persuasion course which walks through more than 20 different persuasion techniques to make your copy better. It will eventually sell for $997, but you get the course absolutely free as a member of The Copywriter Underground.
Don''t want to hear about any more about The Copywriter Underground? Click here.
Hey Liam
I get up almost every morning at 5 am to exercise.
Most days around 5:10, I lace up my trainers and head out for a "run."
This time of year, it's pretty dark.
And the roads I use run along the edge of the mountains surrounding the Salt Lake valley.
Most days my biggest worry is avoiding potholes and sprinklers.
But every once I imagine my nightmare scenario-running into a mountain lion.
I don't run on trails in the dark, but the roads I use come within a few yards of the woods.
And I regularly pass deer, rabbits, raccoons, and other wild life-also known as mountain lion food.
So when I saw this video of another Utah runner''s meet up with a mountain lion yesterday, it freaked me out more than a little bit. (The swearing is beeped out but this video isn't for everyone.)
For six minutes that cougar charged and growled as the runner backed away, yelled, made himself look as big as possible, and tried to scare the animal away.
He was doing everything right and the cougar just wouldn''t go away.
Imagine being that runner with that mountain lion problem.
What would you pay to *solve* your problem?
In the moment it feels very life-and-death. Heck, a cougar protecting her cubs is life-and-death.
So you would do just about anything to solve this problem.
Now put on your copywriter hat for a minute.
What pain or problem does your client have that feels this threatening?
Maybe not I'm-about-to-be-eaten-by-a-mountain-lion threatening, but something that really scares them and keeps them up at night.
Got one?
That's the problem you need to fix for your clients.
That's the problem they won't put off until they have "more time" or "more money."
That's the problem you can charge a high project fee to fix.
If you write web copy. you need to show your clients how your web copy solves their cougar problem. If it doesn't, find another problem or a different deliverable.
If you write emails or sales pages or content. whatever. you need to show your clients how what you do for them keeps the mountain lions safely away.
And you need to talk about the cougar problem you solve. on your website. in your emails. on social media. everywhere.
Because there are lots of mountain lion problems out there threatening our clients. And they are desperate for your help in chasing them away.
And while you think about that, I'm going to map out a new route to run that''s just a little farther away from the woods than my current one.
Rob (& Kira)
PS. This week's podcast guest is Ian Stanley. we talked about a lot of stuff that Ian has never shared anywhere else. The discussions around mindset and charging more for the value you create are well worth listening for. Ian also shares the secret for growing taller-I''m not sure that''s a cougar-sized problem, but it''s something I''ve been trying to do for decades. Click here to listen (and if you like it, please leave a review wherever you listen to podcasts).
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Hey Liam
Last week's Inbox got more responses than any email we've sent in the past 4 years. So we'll keep the experiment going until you tell us you've changed your mind. ; )
Let''s get to it...
Eight secrets to a (fairly) fulfilled life.
Oliver Burkeman, until recently the Health & Wellbeing Columnist at The Guardian, posted his final assignment a few weeks ago. It's a list of what he learned in his quest to discover the secret of human happiness. He didn't find the secret, but what he shares may help you get a little closer to that elusive dream yourself.
From the article: "...major personal decisions should be made not by asking, 'Will this make me happy?', but 'Will this choice enlarge me or diminish me?'" What does Burkeman mean? You'll have to click through to find out. (Thanks to Josh Spector for pointing us to this article.)
Stop scrambling, struggling, and settling.
What if you could sell your services without sales calls or sending out proposals? That's the promise of the Profits on Tap incubator from Prerna and Mayank Malik. They've figured out how to scale a copywriting business without losing control of their lives or spending hours on sales calls. even with all the craziness of 2020. Sound impossible? Or interesting? Details here.
On our bookshelves...
Way back in the 90s, Rob was working in an ad agency when his boss gave him a copy of Orbiting The Giant Hairball by Gordon MacKenzie. What an awesome book. He''s read it five or six times and has shared it with dozens of colleagues since because it's the only book he''s found that actually captures what creativity is really like.
MacKenzie was a bit of a kook-in the very best way. The book is a quick read filled with odd illustrations and deep thinking about being creative in a not-so-creative environment. This book is an antidote for the giant hairball of the last six months. Definitely worth adding to your bookshelf.
Add this to your playlist.
Copywriter Christy Cegelski has a great new podcast-Captivate and Convert-about attracting the right audience and selling your services. She recently interviewed branding specialist Megan Otto about creating a personal brand and it's a great conversation. Listen here or on Apple podcasts or Spotify.
Both Christy and Megan are members of The Copywriter Think Tank and we love seeing these awesome marketers share their expertise with the world.
The newest addition at Casa Hug.
Meet Snowball RBG Hug. a tiny snow-lynx bengal kitten and the newest member of Kira's family. This means Kira''s a full-fledged member of the cat-lover club so if you want to exchange kitten pics, hit her up. Rob''s a dog-lover so he''s biting his tongue to keep the peace at TCC headquarters. ?Add this to the list of ways we are different. how are we even friends?
What about you? Are you a dog-person? Cat-person? Ferret-person? Something else? Hit reply and let us know. We'll share the tally with you next week.
That's our inboxes cleared out for the week.
See you next CaturdaySaturday.
Rob & Kira
PS. Orbiting The Giant Hairball (Item #3) ends with this line-which seems like a good way to end this Copywriter's Inbox: "If you go to your grave without painting your masterpiece, it will not get painted. No one else can paint it. Only you."
Note: This email may include affiliate links. Rest assured, we''ll never share any product or service we don''t believe in 100%.
Hey Liam
In his memoir The Ride of a Lifetime (which is really a leadership book in disguise), Disney CEO Robert Iger shares a bit of advice he got early in his career from a mentor.
"Avoid getting into the business of manufacturing trombone oil. You may become the greatest manufacturer of trombone oil in the world, but in the end, the world only consumes a few quarts of trombone oil a year."
That's a fantastic metaphor.
Don't spend time on small things that don't make a difference in your business. Or when you find yourself in a rut, doing things that aren't moving you forward. stop selling the trombone oil and find something bigger to work on.
No more small projects... small clients... small opportunities.
Think bigger.
We recently interviewed copywriter Francis Nayan about his business and he shared the experience he had working with a client that initially helped him build his skills, but after a few months he realized he had stopped growing.
He knew he could be doing something bigger.
In a way, his work with that client had turned into a job selling trombone oil. And it was time to make a change. Francis also talked about the benefits he's seen in his business as he invested in himself, focusing on crazy habits, and email deliverability.
You can hear the whole interview here. <- Worth it.
Rob & Kira
PS. Speaking of "thinking bigger". that's the theme of our virtual Think Tank Retreat that is going on right now for members of our mastermind groups. We've brought in marketing and business experts like Dave Dee, Teddy Garcia, Jereshia Hawk, and Charlie Gilkie (among others) to share their know-how with the group and help us all think bigger. Interested? There's a lot more info here.
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Hey Liam
Last week Kira and I heard from an email deliverability specialist who recommended we change the format of The Copywriter's Inbox.
To help make sure it arrives as scheduled, he suggested that rather than linking to several different resources in each message, we should post the links on a webpage and include just one link to that page in the weekly email.
The idea is that including more than one link in this email might impact whether the email is delivered to you. But before we make a switch, we thought we would ask you.
Would you click a single link to a webpage that includes these resources or do you prefer an email with lots of links to click?
Hit reply and let us know.
Now on to this week's inbox.
Timeboxing: a secret for getting stuff done.
We're always looking for tactics and ideas to help us get more done-especially during weeks like this where motivation can be hard to find. Timeboxing is one of those tactics that works. This article from The Harvard Business Review talks about what it is and why it works. Take it from Rob who tends to work from a to-do list, this helps get things done.
From our bookshelves: Ann Handley's Everybody Writes
There are a lot of books about writing that are worth reading (and a few that belong in the dustbin). Handley's book is one of the keepers. It's all about choosing the right words so you look smart-no matter what you're writing. It covers everything from grammar to story telling and the fundamentals of content writing. No matter what you write, it belongs on your bookshelf. Get it here.
Listen to this. the "Barbell Approach" for a fully booked copywriting business
On The Copywriter Club Podcast this week, we interviewed Brian Speronello about his approach to business which combines retainer clients with one-off projects. He also shared how he lost thousands of dollars on a retainer project and the change he made to his contract to ensure that would never happen again. And that's not all. to hear what Brian shared, click here.
Do you work too much?
Then you might like this. It's all about how almost no one really works eight hours a day-and why consciously working less might be a more effective approach to work. Sure most of us sit at our desks for hours at a time, but we don't use those hours effectively. Here''s what to do instead. Lots of great advice in this one.
Looking for something to watch? Try The Queen's Gambit
This new series on Netflix is set in the 60s. it's the story of Beth Harmon, a young woman who learns to play chess in an orphanage then goes on to compete with some of the world's best players. It's about abandonment, friendship, coming of age, achievement, and chess. It's the kind of story you wish were real. Definitely worth the watch.
That's our inbox cleared out this week.
We'll see you next weekend,
Rob & Kira
PS. We're adding a few select members to The Copywriter Think Tank-our high-level mastermind for copywriters and marketers. If you've thought about joining a mastermind in 2021 to help take your business to the next level, hit reply to set up a short call so you can learn more. You owe it to yourself to at least find out more about this opportunity. : )
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Not sure if you knew this Liam, but THIS is plastered all over your social media profiles and your homepage...
...Baked into your email signatures, social bios, and elevator pitches...
It's the reason someone tags YOUR name in that FB job post over thousands of other copywriters...
It's how the podcast host will introduce you to thousands of new ears and leads...
It's often the FIRST touchpoint with clients and THE tipping point to hiring you...
And perhaps most importantly, it's your answer to this question:
"Why should I choose you over a cheaper copywriter/DIYing/doing nothing at all?"
Of course I'm talking about your ?-Factor.
And tomorrow is your last chance to get our proven 4-step process on how to nail it during our free masterclass: How To Find Your X-Factor So You Attract More Clients Than You Ever Thought Possible.
This a must-attend live training if you're a copywriter, content writer, brand strategist, or [your title here] who wants to...
?? Finally understand WHY clients should do business with you and how to frame it in an irresistible way that speaks to their needs
?? Discover how to leverage your past experience (even if it has ZERO to do with marketing) so you don't have to build authority from scratch
?? Identify the 'special sauce' that sets you apart from hundreds of thousands of other writers and what no one else can deliver but you
?? Speak confidently about yourself on your website, social media, and sales calls so you can land better clients and more of them
?? Narrow your focus and stop wasting time moving in different directions in your business (note: you don't have to pigeonhole yourself)
You'll walk away with everything you need-examples and exercises included-to write your X-Factor manifesto and start working with higher-paying clients.
And to say thanks for spending a sliver of time with us, we're throwing in a free bonus (worth $97) just for attending live.
Now that we've cleaned up on aisle 'excuses', it's time to take action ????
Sign up for the last free X-Factor training session of 2020 >>>
See you tomorrow!
Rob (and Kira)
P.S. We'll also share a few details about The Copywriter Accelerator, our 16-week program that helps you start, pivot, or grow a profitable copywriting business that works for you.
Here''s what folks are saying about this program:
P.P.S. We're spoiling you with a legit bonus gift just for showing up in the virtual flesh.
P.P.P.S. Can't make it? Register anyway and we'll send you a replay link. Note: Only live attendees will score the bonus.
Hey Liam
We''re kicking off this Inbox with a sincere thanks to YOU.
Thanks for reading and responding to the ideas we share.
Thanks for listening to the amazing guests who share their secrets on our podcast.
Thanks for jumping into the conversations in The Copywriter Club FB group to answer questions, share resources and leads, and support other writers.
Without you The Copywriter Club wouldn't be nearly as great as it is. So thank YOU.
If you only click one link in this email, make it this one.
At the beginning of 2019, our friend Abbey Woodcock organized a pricing survey that was shared in copywriter groups around the world. The results that Abbey reported were informative, if not surprising. By the way, the complete report of the prices copywriters charge is available inside The Copywriter Underground.
With Abbey's permission, we took on the the survey this year. We're working with a group of students at MacEwan University to gather and analyze the data. And we need your help.
Will you click here and complete the survey? Then share that link with every copywriter you know. The more answers we get, the better the data will be, so please share it wherever copywriters hang out.
Speaking of prices. you may like this.
Michal Eisikowitz is a superstar copywriter-and Copywriter Accelerator and Copywriter Think Tank graduate. In the past three years, she''s gone from $25/hr writing content to six figures writing websites and sales pages. Along the way, she''s learned a lot about charging more for the value she creates. She just released a very cool guide to pricing that will give you the need-to-know numbers so you never undercharge again. Click here to get your copy.
From our bookshelf.
Tiny Habits: Small Changes that Change Everything by Stanford professor B.J. Fogg is a fantastic book. It better be since the cover promises it "will change your life".
Fogg's experiments with habit development for hundreds of his clients led him to develop a unique model for understanding how human behavior is changed. something that applies both to habits and almost everything we do as copywriters to persuade prospects to take action.
If you want to get more done in 2021, this book will help you do it. Get it here.
Did you hear this yet?
Building a successful copywriting business isn't easy, but it can be simple. At least that's what marketing minimalist Ellen Yin recently told us. Ellen is our guest for this week's podcast where she shared her formula for creating a simple business. She also took us step-by-step through her sales process and talked about the "hidden" funnel that can completely change your business (and almost everyone ignores). Listen here or download episode 215 to your favorite podcast player now.
Are your ideas too obvious?
Probably not-even if they feel that way. What's obvious to you may be amazing to someone else. Check out this short video from Derek Sivers about why you should put your ideas out into the world (even if they''re obvious) and let your audience decide how amazing they are. You may be surprised. Watch it here.
We'll see you in your inbox again soon,
Rob & Kira
P.S. If your family or friends are trying to find the perfect holiday gift for the copywriter in their life (also known as YOU). share this list with them.
P.P.S. And if you're looking for the perfect gift to give yourself next year. Surrounding yourself with a group of smart copywriters trying new ideas and growing their businesses might just be the perfect thing. Learn more here.
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Hey Liam
In 3 hours, The Copywriter Accelerator closes for the final time in 2020.
You'll have to wait 8 more months before you have a chance to join The Accelerator again.
Do you really want to put off building the foundation of your successful copy business that long?
Maybe you've been thinking about joining, but you're just not sure if it's worth it.
It's a serious investment in your business (even if it is tax deductible).
We can't blame you for wanting a solid return on what you spend.
So, what can you expect?
A lot.
Chanti Zak lost her day job and her income the week she joined The Copywriter Accelerator.
If she didn't succeed in the program, she would have to find a "real" job.
She worked through all of the training modules.
She did all of the work in the Blueprints.
She connected with the others in the group.
And today she supports her family of 4, making six figures as a quiz copywriter.
Chanti is not alone.
That same year, Michal Eisikowitz emailed to ask if the program was too basic for her. She'd been writing copy for clients part time, but wanted to sharpen her focus and figure out what made her unique.
It wasn''t too basic.
Using what she learned in The Accelerator, Michal's gone from charging less than $30 an hour writing content to earning six figures a year writing web copy and emails.
And that doesn't include the tens of thousands she earns every year with her own copy course.
Even many of the copywriters, who just finished The Accelerator last week, report they are already earning more than ever.
We could go on talking about the successful marketers, copywriters, and content creators like Justin Blackman. Kirsty Fanton. Eman Zabi. Andrey Adison. Doug Paton. Zafira Rajan. Austin Mullins. Dani Paige... who all went through The Accelerator and now have amazing businesses.
So yes, The Copywriter Accelerator can have a big return on your investment.
If you do the work.
Don't wait another year.
Join The Copywriter Accelerator now.
Rob & Kira
PS. If you're still not sure about the investment, you can always take advantage of our No-Risk, 30-Day, 100% Money Back Guarantee. Join The Accelerator, watch the first two modules, participate in the Slack group, complete the Blueprints. in short, try it out for an entire month and if you don't absolutely love it, just let us know and you'll get back every penny.
See you inside?
Hey Liam,
Maybe you weren't ready to join The Copywriter Accelerator.
Maybe the timing was off. or the stars didn't align. or the money wasn't in the account.
Maybe you got busy and missed the enrollment deadline entirely. or you''re overwhelmed with all the things you''re juggling at home and work (it''s a lot, we get it).
Regardless of the reason, you're here today...
...which tells us you're ready to grow your copywriting business... like... right now.
(And, hey, you should be rewarded for your initiative and commitment.)
That's why we''ve got a li'l something-something for you-
It's a legit LIMITED-TIME OFFER that disappears on Monday, September 7th at midnight PDT.
Throw your hands up in the air if you want special access to The Copywriter Underground for $87 a month (the doors to this membership are currently closed, but we''d love to sneak you in the back entrance)...
You're probably wondering, What the heck is The Copywriter Underground AND why do I need it?
Here''s what you can expect when you join this private membership...
You''ll receive an invite to join an accountability or copy review group with 5-6 fellow copywriters (instant friends-why not?).
You''ll *also* receive immediate access to our collection of newsletters & reports (we''ll mail you a new one to your front door every month, but in the meantime, you have access to ALL past issues):
PLUS, you can ask all of your questions, snag project leads, connect with fellow copywriters from around the world, and get ''unstuck'' in our 24/7 private Facebook community...
(Rob and I answer questions in the private group multiple times throughout the week.)
Oh, and I have yet to mention our ''hot seat'' calls where we answer your personalized biz questions on video, one-by-one...
You might also like our growing library of trainings AND guest workshops (we host at least one NEW training almost every month) including:
??How To Nail Your Sales Call & Proposal
??How To Create and Sell A Brand, Positioning & Voice Guide
??How To Develop A Framework That Sells For You
??How To Pitch Podcasts (...with Brigitte Lyons)
??Analytics Tricks Every Copywriter Should Know (...with Momoko Price)
??How To Edit Sales Copy (...with David Garfinkel)
??How to Build a High-Converting Launch Sequence (...with Kirsty Fanton)
??AND MORE, SO MUCH MORE (...And we''re adding new trainings every single month based on what you request)
ALRIGHT, I''M CONVINCED-SIGN ME UP FOR THE UNDERGROUND BEFORE THE DOORS CLOSE (!!!)
...
Here''s why a few of our members believe The Underground is worth it...
...
Check out more testimonials from our members over here.
I WANT ACCESS TO THE COPYWRITER UNDERGROUND FOR $87/MONTH >>>
Like I said, this ONE-TIME OFFER is only available until Monday, September 7th.
We hope to see you underground.
Banana & Rob
It feels like forever since we got together with 130+ copywriters in San Diego this past March. And it may be a while before we get together again (although we're crossing our fingers that TCCIRL2021 will happen next spring).
If it does, we'll send out a call for speakers so they can share what they know about copywriting, marketing, and mindset with everyone in attendance.
Sound like something you want to do?
Or maybe The Copywriter Club In Real Life isn't your kind of conference, but you want to speak at industry events in your niche. Or present workshops to small groups of clients.
Would speaking to your ideal clients about what you know change your business? How would it feel to have clients who have heard you speak reach out to you for help?
This week on The Copywriter Club Podcast we talked to Stef Grieser who helped launch CTAConf and Shine Bootcamp. She shared a bunch of ideas about speaking on stage and presenting online. And that''s not all... we talked becoming a subject matter expert, what copywriters should do differently, and when you should get help from a coach. You won't want to miss this.
Listen to Stef on The Copywriter Club Podcast here.
If speaking is part of your plan for getting in front of more clients... or even just sharing your expertise with the world, you need to listen to this episode. And if it''s not, listen anyway. Stef just might change your mind.See you inside,
Rob & Kira
PS. Each year we reserve a few speaking spots at TCCIRL for members of The Copywriter Think Tank mastermind. The copywriters in the Think Tank are creating amazing products, courses, summits, and more-and we want them to share what they know with everyone at TCCIRL. The Think Tank isn't cheap, but it will put your business growth on steroids. Sound like something you'd be interested in? Click here to see what former members have to say about it. Then, if you''re interested, hit reply so we can chat about whether it''s right for you.
Liam
That''s it. We''re closing the doors to The Copywriter Underground.
And honestly, we don''t know when we''ll open back up.
But before we close...
Imagine the changes you could experience between now and the end of the year if you had the resources and support of The Copywriter Underground in your pocket.
Imagine how you could increase (maybe even double) your prices.
Imagine how much better your proposals will be (thanks to the in-depth proposal training that shows you what to include to make your packages a no-brainer for clients).
Then imagine using the 20+ templates to fast-track your business-and save you tons of time figuring it out yourself.
The Copywriter Underground is closing in 60 minutes.
That's 60 minutes to take that small next step and catapult your career to the next level.
If you don't join, you're missing out on.
. job leads (in the last four weeks alone, at least 6 leads were posted in The Underground. Some were in the $3,000+ range)
. a community ready to answer your un-Google-able questions
. our in-depth monthly newsletter mailed to your door-no matter where you are in the world
. 60+ in-depth presentations and trainings
. hot seats sessions that answer your burning questions
If you're just starting out, you''ll see how to get your first few clients.
If you've been chugging along for a few months, you''ll discover your X-Factor and learn what makes you hire-able (rhymes with desirable) to clients.
And if you wanna hit consistent $10K months, we've got accountability groups to help make sure you're hitting your goals.
Give it a risk-free try now for 30 days.
Rob and Kira
P.S. You have 30 risk-free days to try out The Underground. If you're not happy, just let us know it''s not a fit and you''ll get your money back and we''ll stay friends. There''s no minimum commitment so you can leave at any time. But you can only get in until the doors close in one hour so click here now. Jump in. Try it out. And see why 335+ amazing copywriters love The Copywriter Underground.
Hey Liam
Let's start the first Inbox of December with a smile.
The perfect match for 2020.
If Satan used a dating app, who would he connect with? That's the question Match.com answers with this very entertaining ad. If that isn't enough to make you smile, Satan and his perfect partner sit down When Harry Met Sally style to discuss their relationship and talk about what next year will be like. The dumpster fire selfie is the perfect touch.
There's some clever writing in all three spots. and the ads subtly demonstrate how Match.com works. But is it too clever? Will anyone without an English degree even notice the Shakespeare malappropriation? Let us know what you think.
Could your portfolio use a touch up?
Imagine you're in the middle of a sales call. Things have gone well so far and you're sure you've got this project in the bag when the client says, "Can I see some of your samples?"
What do you send?
Copywriter Aly Goulet just launched a new course-7 Day Portfolio-designed to help freelancers figure out what samples they should create, where to share them, and how to curate a portfolio that gets clients to say, "yes!" Check it out here.
From our bookshelf.
One of the challenges all marketers face is getting their ideas to "stick" in the minds of their audience. It's a massive challenge. and probably why so advertisers default to simply repeating tag lines and slogans until we're sick of them.
In their excellent book, Made to Stick, Chip and Dan Heath reveal exactly what it takes to make ideas stickier. What they share applies to all kinds of things beyond copywriting, but understanding their SUCCESs framework, will make you a better writer.
What's more, in this book you'll learn where the phrase *nice guys finish last* came from and how it is that Sherlock Holmes never said his most famous line, "Elementary, my dear Watson." Get it here.
Stack the deck in favor of better ideas.
Looking for a way to produce ideas that stand out? And convert? Um, yes and yes. This Thursday December 10th, Copywriter Darren Hanser is joining us for a live masterclass-exclusively for Copywriter Club members-where he'll reveal his "Stacking the Deck" Method for transforming everyday copy into breakthrough headlines and engaging copy that captures attention and sells.
He'll be teaching the system he used to boost sales of a fitness challenge by 83%... and he used it to sell more than 600 books a day on Facebook. and a lot more. Don't miss this.
Register for the FREE masterclass here.
Think different about brand strategy.
Check out this recording from 1997 in which Steve Jobs introduces the thinking behind Apple's Think Different campaign. It's a short master seminar on the importance of brand positioning. Rumor is Jobs hated the ad. at least at first. But he came around, as you can see in the video.
Most importantly, the campaign had a massive impact on the market's perception of Apple. their stock price tripled in the following year even though they didn't launch any significant new products. It was a signal to everyone that Apple was back.
That's about it for this week (except the links you won't want to miss in the PS).
We'll see you in your inbox again soon.
Rob & Kira
PS. Want a bit of Kira (without Rob) in your earbuds? You're in luck. Kira joined David Garfinkle on his podcast to talk about how junior copywriters can pitch and land copywriting gigs, what you need to know before hiring junior writers, and the pros and cons of it all. Don't miss this interview with Kira.
PPS. More to listen to. The Copywriter Club Community Manager, Brandon Burton, is our guest for this week's podcast episode. Brandon shared why he rebranded his business, the new product he is creating by working just one hour a week, doing scary things before you're ready, and what he did early on to find clients. If you haven't heard it already, listen here. There's also a transcript at the link.
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Hey Liam
This week's inbox is different from the usual five things that might help or inspire you in your journey as a copywriter.
I've gone back and forth on whether I should send this particular email. It's a bit more personal than I am usually comfortable sharing. I hope it resonates with you.
I lost my mom this week.
As you might expect, I've spent a lot of time this week reminiscing about her and the influence she had on my life.
She was an amazing mom.
More than that, she was my greatest fan.
She once told me that she never worried about me. that no matter what happened, I would land on my feet.
With that off-hand remark and so much encouraging support, she gave me confidence to try and do anything.
I'd like to believe that was a rare gift, but the more I've considered that, the more I think most mothers give their children gifts like this-on an almost daily basis.
It's not rare.
It's what makes moms awesome.
There's a poem by Billy Collins that comes close to capturing the sacrifice that many parents make-it's certainly true of my mom-and our inability to ever pay them back.
I'm sharing it, not just as a tribute to my mom, but as a tribute to all of the working copywriters moms (and dads) out there balancing the demands of business and family and social commitments and home/zoom schooling and shutdowns and more.
You are awesome.
Thank you moms (and dads) for what you do for us.
The Lanyard by Billy Collins
The other day I was ricocheting slowly
off the blue walls of this room,
moving as if underwater from typewriter to piano,
from bookshelf to an envelope lying on the floor,
when I found myself in the L section of the dictionary
where my eyes fell upon the word lanyard.
No cookie nibbled by a French novelist
could send one into the past more suddenly-
a past where I sat at a workbench at a camp
by a deep Adirondack lake
learning how to braid long thin plastic strips
into a lanyard, a gift for my mother.
I had never seen anyone use a lanyard
or wear one, if that's what you did with them,
but that did not keep me from crossing
strand over strand again and again
until I had made a boxy
red and white lanyard for my mother.
She gave me life and milk from her breasts,
and I gave her a lanyard.
She nursed me in many a sick room,
lifted spoons of medicine to my lips,
laid cold face-cloths on my forehead,
and then led me out into the airy light
and taught me to walk and swim,
and I, in turn, presented her with a lanyard.
Here are thousands of meals, she said,
and here is clothing and a good education.
And here is your lanyard, I replied,
which I made with a little help from a counselor.
Here is a breathing body and a beating heart,
strong legs, bones and teeth,
and two clear eyes to read the world, she whispered,
and here, I said, is the lanyard I made at camp.
And here, I wish to say to her now,
is a smaller gift-not the worn truth
that you can never repay your mother,
but the rueful admission that when she took
the two-tone lanyard from my hand,
I was as sure as a boy could be
that this useless, worthless thing I wove
out of boredom would be enough to make us even.
We''ll see you next Saturday for a "more regular" edition of the inbox...
Rob (& Kira)
PS. Call your mother. Or your father. Hug someone you love today. Listen to a friend. Visit a neighbor. The world needs more understanding and love. Now more than ever.
.
Being the new kid is the WORST.
Especially when you''re a metal mouth rocking orange hair (from waaay too much Sun-In Spray) moving from Chicago to a small town in Virginia in 8th grade.
Oh yeah, so hot.
Thankfully, the newest members of the Copywriter Think Tank felt like our mastermind was the complete OPPOSITE of a typical junior high experience.
(Goodbye awkwardness!)
Daniel Lamb slipped into the Think Tank like he'd always been there:
"I was surprised that I was able to walk into an established group and be accepted by people who already had rapport. That''s always kind of tough.
And I love the way Tamara interfaces with the group, it was great to have her to show me around and make sure I felt at home."
(FYI, the Think Tank has its very own cruise director, Tamara Glick, to show you the ropes & offer extra support and coaching, if and when you need her).
When Daniel joined the Think Tank, he was fully booked with clients, hitting consistent five-figure months, and desperate for a business that was scalable without burning him out.
And in just a few short months, he''s already seeing an ROI...
Daniel has raised his prices by 25%, launched a course, and created his new podcast and group coaching program in just a few short months (talk about productivity!):
"Joining the Think Tank, even during the COVID-19 pandemic, has been one of the best business decisions I've made. Working 1:2 with Rob and Kira has been a cornerstone of my success.
From getting more aligned with my values to raising my prices to building out my team to creating new offers, few of these things would have happened without their support and the accountability, camaraderie, and support of the whole mastermind group.
But above all that, there's something very special about being in a peer group alongside other business owners who, like me, aren't looking to settle.
Iron sharpens iron, and this has been my experience in Think Tank. We grow together and we make each other better during the process."
///
New member
, Brittany McBean, has also experienced a few wins since joining the Think Tank...
"Before I joined the Think Tank, Kira and Rob gave me pieces of advice that flipped my business 180 degrees in a 15-minute conversation.
So I knew that being able to hop on a regular call with them in the Think Tank would be incredibly valuable!
Since joining, I've had Kira and Rob's expert eyes on a launch I'm planning and copy edit some pitches I've sent out. Plus being able to get answers from the other members on my questions is so helpful."
///
And one of our newest members, Bree Weber, is already clear on her next biz steps after our Think Tank retreat:
"Before joining the Think Tank, I was fully booked but exhausted. I knew I needed the Think Tank to help me scale my business.
I've only been a member for a few short weeks, but I've already gotten ideas about my next steps."
///
So, if you feel like Bree, Brittany, and Daniel, you're ready to scale and increase your income without feeling exhausted ALL THE TIME, apply to join The Copywriter Club Think Tank today.
Braces + retainers 4-ever,
Kira (and Rob)
P.S. Still not sure? Hit reply and we can schedule a call. We'll help you figure out if you're a good fit or not.
Or you can talk to one of our current members to get all the details.
P.P.S. If you''d like to OPT OUT of all Think Tank promotional emails, click here and you won''t hear from us about it again.
"The Collective Colonoscopy."
"The Great Toilet Paper Drought."
The year Tiger King was the closest to 'normal' we got...
Hey, Liam-
Ever think you'd be growing a business in a real life Twilight Zone?
Heck, in 20 years, you could be sharing slides of you and your pals road-tripping in masks and screenshots from your fave Zoom weddings to wide-eyed history students.
You'll tell future generations about the quarantine games you played like 'What Chapter of Revelation Are We In?'...
Maybe you''ll joke about how you kept your social distance from everything BUT the kitchen.
And you know what?
Future generations want to hear your "comeback story"-how YOU won, despite the odds.
I''m talking about the story you're carving right now.
Yes-2020 challenged you to a duel. And the trophy? Your hopes, plans, and six-figure dreams.
So what's your game plan, Liam?
Will you...
Play it safe? Take the same projects for the same rates, stay parked in your comfort zone, hit pause on progress and wait for this whole thing to blow over. Or...
Look 2020 straight in the eye, and say, "challenge accepted," with a Katniss Everdeen curtsey?
Every single day, we see more and more copywriters itching to rise up...
They''re ready to do bigger and better things, make meteoric impact, and earn more while they do it. Despite the hand they're dealt.
That's why we've decided to crack open the doors to our Think Tank mastermind for a few new members this month.
This is the party to crash if you want to do things like...
Break it down for me...what do I get when I join Think Tank?
1:1 coaching with Kira + Rob - Personalized advice and coaching calls PLUS weekly group check-in calls to get unstuck and laser focused on hitting your goals.
Quarterly reviews and goal setting - A customized growth plan (based on your unique goals) with 7 one-on-two coaching sessions with us.
Authority building opportunities to be featured on the The Copywriter Club podcast, in our Facebook groups, and Insta feed - (we love spotlighting our TT members).
Monthly hot seats - Address your biggest challenges and moonwalk away with multiple solutions you're excited to put into action right away.
Quarterly implementation sessions - The follow through you need to get GSD. These accountability huddles are the ultimate procrastination antidote.
3 virtual retreats - Devour ungoogleable insights from rockstar guest speakers tackling topics tailored to member-specific needs.
Support, daily feedback, critiques, and inspiration from fellow Think Tank members in a private Slack group. E-mingle and collaborate with a copy gang of high-level thinkers eager to help you grow.
The Copywriter Underground membership - Includes monthly newsletters, live video trainings, and a private FB group.
The Copywriter Accelerator business training program notorious for helping copywriters look and feel like legit pros (worksheets included).
[NEW] Emotional coaching and support from our sage cruise director, Tamara Glick, because every ship mastermind needs a cruise director who''ll take care of you every step of the way.
So...
We're inviting just a few new members hellbent on taking charge of their comeback story by leveling up their expertise and biz.
Feeling empowered to make bold moves and gain mega biz momentum?
Apply here to secure your spot.
Q's? We've got A's. Hit us up!
"I ended up making the biggest investment in my business at the beginning of the biggest global health crisis in a hundred years. And I haven't regretted it." - Per Andreasen, 2020 Think Tank Member
Here''s to bold moves in ''21,
Kira and Rob
When I found myself packed into a Las Vegas penthouse at 2 am, LOSING to this rando guy in a game of Thumper...
I had to know more about this mystery man.
Fast forward almost a year, and Darren Hanser''s become a founding Roundtable member. a staple at our TCC events... and someone who is there to provide incredible copy feedback to our members at a moment''s notice.
And when he''s not making memes or doing Seth Rogan impressions.
He''s been thigh-deep in the direct response world, helping clients transform boring, everyday "meh" copy into indulgent "I''ve gotta read this now" sales pages that are shareable. binge-worthy. and high-converting.
So when I asked him to share his method with us, I didn''t expect his answer.
See, Darren didn''t even have just one process.
Like many copywriters, he pieced together a bazillion "processes" over the years with varying success.
But I think my question sparked something inside him (the dude got a crazy look in his eyes), because it turns out he DOES follow a particular process in his head anytime he writes a "winner."
(and when it's not followed, results are a bit "so-so.")
This realization inspired him to map out precisely what goes through in his mind when coming up with breakthrough ideas - especially ones that don''t feel like marketing at all.
A few weeks passed without hearing from him.
Then I got a Slack message out of nowhere.
He''d finally developed a repeatable method for producing ideas that stand out (and convert.)
And when he told me it doesn''t take all day researching and finding the right "voice"...
. that his process rewards you for things like watching Netflix and YouTube.
. and how it also gives you an excuse to play games and read trashy romance novels (yes, please!).
. all while becoming an in-demand copywriter who can write their own paycheck...
I had to know what in the heck he was talking about.
A few days later, Darren sent an unlisted video to me on Slack, which revealed his new Stacking The Deck Method.
I watched it and immediately knew he had something worth sharing.
And because I thought this could be something you apply immediately into your copywriting routine, I invited him to share some of it with our TCC community.
And he''s revealing it all LIVE, on December 10th, 2020, at 2:00 pm EST.
Darren will break down sales copy that''s working RIGHT NOW in some of the toughest niches, even in strict compliance crack-downs.
You''ll witness how his Stacking The Deck Method transforms boring, everyday copy into breakthrough headlines and "first glance" copy that''s already saved several fatiguing offers.
I also hope he shares how scrounging through his Mother''s closet as a 10-yr old was the best marketing lesson to this day...
==> Claim Your Seat For Darren''s "Stacking The Deck" Masterclass (December 10th at 2:00 pm EST)
The best part is it''s not just theory or fluff.
There''s nowhere to hide in the world of direct-response if your ideas don''t move the needle.
And since he does 100% of his work in direct-response, he''s got the hard data to back up his wacky ideas.
For example, he''s used the Stacking The Deck Method to help clients get some insane results like...
There are so many more but in the upcoming "Stacking The Deck" Masterclass, Darren''s breaking down the secret behind where to find crazy ideas that''ll "never work" - but crank out sales daily.
He''ll walk you through these three examples above.
You''ll see what these offers looked like before.
. How he used the Stacking The Deck Method to uncover messaging that will work at scale.
. And the 4-part Power Headline Scorecard that guarantees your headlines are "as ready as they''ll ever be..." :)
Of course, you''ll see the final "after" versions, which are still producing sales daily as we speak.
And if I know anything about Darren, you'll likely get a few unannounced tips, tricks, jokes, or the rare Seth Rogan impersonation when you least expect it.
You in?
==> Claim Your Seat For Darren''s "Stacking The Deck" Masterclass (December 10th at 2:00 pm EST)
See you there!
Kira (and Rob)
P.S. Darren doesn''t do many of these Masterclasses, and I don''t know when he''ll do another. So mysterious, that one.
You''ll also want to be there live, so you can get questions answered, and even have Darren do a LIVE "before and after" WITH you (that is, if I can convince him to do this which I totally will.)
Register your seat, and block off your schedule here.
Hey Liam
Last week we shared a frightening video with you and suggested that when you write copy, you'll do better if the products and services you write about address a significant problem.
That''s true.
But even if your product does that, it might not be enough.
It might not be enough that your exercise program or protein supplement (imagine for a minute that you are writing copy for one of these) helps people lose weight.
.even if your customers want to lose weight.
.even if you've proven it works with large scale human trials.
.even if the product is affordable and available.
Wait. Why not?
Because customers have almost certainly tried a similar product before. Maybe they''ve tried two or three-or a dozen-similar products (this is definitely true of the weight loss industry).
And those products didn't work.
So customers have lost hope.
They no longer believe products like this will help them.
Sure it works for other people... but not for them.
Part of your job as a copywriter is to help your customers rediscover that hope.
To be clear, we're not talking about creating a belief in something that's ineffective or doesn't actually do what it claims. That's dishonest and manipulative. Don''t do that.
But if you want your customer to buy your solution, you've got to help them address that massive "mountain lion" problem AND give them hope that your solution will work by showing how THIS time it's different.
That's why a unique mechanism is so powerful.
If you have a unique mechanism-the thing that not only makes your product work but is also different from how other products work-it's easier to help your customers see that this solution may be the answer they need.
The unique mechanism helps answer the question (and possibly your customer's #1 objection): will it work for me?
Imagine you're writing copy for a program that teaches people to play the guitar.
These customers have picked up a guitar and played around with it many times.
They've purchased chord books and struggled to get their fingers in the right places.
They've even purchased two or three "how to learn guitar" books or programs.
And they've watched dozens of free YouTube videos that promise to teach them to play.
Maybe they've even had a friend try to show them a song or two.
But nothing stuck.
Playing the guitar still feels totally out of reach and they've lost hope they'll ever pluck out the notes to Stairway to Heaven. <--that''s every amateur guitar player''s dream, right?
In fact, because of their previous failures, that dream feels more out of reach than ever.
They're feeling the problem deeply, so how do you restore their hope?
Focus on how your client's program is different and better than what they've done before.
The unique mechanism.
The difference with your client's approach is his "NCPPS method". it starts with notes, then teaches chords and pick patterns, then finally whole songs.
The NCPPS method makes it easy to learn because it's a more natural progression in learning. and so on...
Okay, we just made up the NCPPS method, but you can see how this whole unique mechanism thing can help customers rediscover their hope.
Now think about your products (or those you write for)...
What unique mechanism gives your customers hope that your solution will work for them?
Because without hope, that mountain lion problem is just too big to overcome.
Rob & Kira
PS. This week''s podcast guest is Eman Zabi. This is Eman''s second time with us and if you remember the first interview (way back on episode 82), you''ll notice this one is very different. Eman is building a three-armed business that features services, products, and a software platform. It''s full of ideas you might want to think about as you build your own copywriting business. Listen here.
.
We've got a template for that. And that. AND THAT
Between the two of us...
We've extracted our most valuable Gold, 79Au (AKA the templates we use in our very own businesses today) for you, Liam.
This includes:
?? The Proposal Template
?? The Contract Template
?? The Sales Call Script
?? The Brand Messaging Guide (the exact template Kira uses)
?? Customer Interview Script (w/ questions)
?? The Briefing Template (w/ onboarding questions)
?? The Brand Personality Living Room Framework (a step-by-step guide to help you figure out your unique brand personality and integrate it into your email copy to stand out, hold attention, and build trust)
?? The Client Intake Questionnaire (the exact questions Kira asks every client before the kick-off call)
?? The Long-Form Sales Page Template
?? The Podcast Pitch Template
?? The Ghost Story ''About'' Page Formula (like ghost stories? then you''ll like this plug ''n'' play formula for writing a riveting ''About'' page)
?? The Worst Podcast Pitches Bundle (names blurred out because we''re not total jerks)
?? The Cold Outreach Email Template
?? The Kick-Off Onboarding Email (here''s what we send to our clients when we launch a new project)
Because sometimes you just need a fleck or two of guidance as you're venturing into new territory-
And a blueprint-slash-template can mean the difference between leaving 100s (or even 1000s of ?? on the table).
Or building a profitable business that can outlast anything, including recessions, hurricanes, and bedbug infestations.
So, here's the deets scoop 4-1-1 download INFO:
Rob and I have bundled together our most valuable templates (the ones we use regularly in our businesses) as a WHY-THE-HECK-NOT? BONUS for you.
But, you only get this bundle of tried & tested templates when you enroll in The Copywriter Accelerator by midnight PDT TOMORROW (Monday, August 31st).
So, if you've been teetering back and forth, like you're on a seesaw (\/\/\/\/\/\/\/\/\/) from hello there!-
This is your chance to go from an Overwhelmed ''What the F am I doing?'' Freelancer...
To a Confident ''The ladies call me *ice* cause when I walk into the room, everyone freezes'' Business Owner...
...who's got wads of cash taped to your body, just like in the movies (because that totally happens in real life, right?).
I''M IN! I WANT THIS BONUS BEFORE IT EXPIRES @ MIDNIGHT ON MONDAY, AUGUST 31ST >>>
Now, if you double dog dared us to put a value to this bonus...
We''d say these templates have easily helped us make thousands-even tens of thousands-of dollars in both of our businesses.
How much more could you make with these proven templates?
Questions, quandaries, crocodiles?
Reply to this email.
~Kira and Rob
P.S. Doug Paton doubled his income since he completed The Copywriter Accelerator:
"The Accelerator is one of those impulsive decisions I made that has paid off in more ways than I ever expected it to.
It helped me gain the tools I needed to save my floundering freelance career. It pointed me in the right direction when it came to finding my ideal clients. And, it helped connect me with people who would not only go on to become great friends, but with people who I would work with in the future on some very exciting projects.
In the few short years since I finished the program, I doubled my income and landed big time clients like National Geographic. None of that would have been possible without the influence and guidance of Rob and Kira."
P.P.S. Here''s what Amisha Shrimanker shared about her experience inside The Copywriter Accelerator:
"Whether you''re stuck or you need their eyes on your thing...Rob and Kira are quick to respond in The Accelerator.
There are so many ''grow your business'' as your freelancer programs...
I''ve taken them (some from the best), but the content in the Accelerator was a stark contrast. Nothing was regurgitated info you''d find in a blog post or someone''s FB live. Mind blowing!
I''ve made some great friends...and even do business with them. The copywriters Rob and Kira attract are of high-calibre and diversity...love it.
If you want to look credible to future clients...and like you know what you''re doing and stop operating like someone who''s flying by the seat of her/his pants...I highly recommend The Accelerator. It''s perfect for copywriters and even content marketers."
P.P.P.S. If you have zero interest in The Copywriter Accelerator, click here to opt out of these promo emails and you won''t hear from us about it again.
Hey Liam
Think back to when you were a kid.
Did you spend hours in a sandbox-or on a beach-building castles, then knocking them down so you could build something better?
Did you invent things with Lego-cars, buildings, spaceships-only to break them apart and start all over on a new creation?
Or maybe you mix-n-matched clothes and accessories on your Barbie or G.I. Joe dolls, in a never-ending quest to get it right?
Back then, starting over wasn't bad.
It was the whole point.
Trying things, then learning they didn't work-or maybe they did work but you could do them better-is what play is all about.
But as adults, starting over is hard.
Often it feels like failure.
Or giving up.
Or like we're losing years of effort (and money).
But is it?
You probably know someone who suffered through a brutal breakup. only to find their soulmate.
Or someone who lost a job, then landed a better position elsewhere-with higher pay.
Heck, almost no one grows up thinking "I want to be a copywriter." We all started somewhere else before starting over in this always-exciting career.
And like having 732nd go at the perfect Lego star cruiser, it should be fun.
Last week on the The Copywriter Club Podcast, we interviewed direct response copywriter and copy coach Amy Posner.
We talked a bit about starting over and why that process feels hard.
Amy even shared 3 questions she's used to figure out what to do next.
If you're starting over-new clients, new niche, new products, new pricing, new biz model-you'll want to hear what she shared.
Then stick around to hear what to add to your proposals that makes clients say "yes."
And the 3 questions you need to answer before you raise your rates.
This is an episode you won't want to miss-even if you're not starting over on anything at the moment.
Listen here.
Rob & Kira
PS. On the podcast, Amy also talks about her new service, Coaching on Demand, which helps copywriters answer questions like. what do clients really want? .is my copy ready for prime time? .how do I handle this *sticky* client situation. and many more. Sound intriguing? Check it out here.
PPS. We didn''t talk a lot about this on the podcast, but you should also check out Amy''s Youtube channel Cut to the Copy. Lots of good stuff there too.
.
Hey Liam,
Last week, we sent you an email about 2020 comeback stories.
Here's a quick refresher:
"Ever think you'd be trying to grow a business in a real life Twilight Zone? Heck, in 20 years, you could be sharing slides of you and your pals road-tripping in masks and screenshots from your fave Zoom weddings to wide-eyed history students. You'll tell future generations about the quarantine games you played like 'What Chapter of Revelation Are We In?'... Maybe you''ll joke about how you kept your social distance from everything BUT the kitchen. And you know what? Future generations want to hear your ''comeback story''-how YOU won, despite the odds. I''m talking about the story you're carving right now." |
So, have you thought about your comeback story, Liam?
We did. But what really got us FIRED UP was thinking about our Think Tank members and what their comeback stories would sound like.
Annie Bacher will tell tales of doubling her average monthly income and blowing "business and lifestyle goals out of the water."
Megan Otto became 182.77% smarter & more confident from "being surrounded by fellow brilliant badass Think Tankers. They're the most amazingly supportive and helpful group you'll ever meet."
Per Andreasen had the support he needed from us and fellow members that kept him "from going insane during Covid lockdown...my biggest win was the confidence to consistently raise my rates, fine tune my business and show up like I want to."
Hey, if you're experiencing major 'comeback story envy,' consider joining our mastermind, The Copywriter Think Tank.
We're opening the doors this month to welcome a few determined copywriters ready to next-level their biz.
This is the party to crash if you want to do things like...
Break it down for me...what do I get when I join the Think Tank?
1:1 coaching with Kira + Rob - Personalized advice and coaching calls PLUS weekly group check-in calls to get unstuck and laser-focused on hitting your goals.
Quarterly reviews and goal setting - A customized growth plan (based on your unique goals) with 7 one-on-two coaching sessions with us.
Authority building opportunities to be featured on The Copywriter Club podcast, in our Facebook groups, and Insta feed - (we love spotlighting our TT members).
Monthly hot seats - Address your biggest challenges and moonwalk away with multiple solutions you're excited to put into action right away.
Quarterly implementation sessions - The follow-through you need to get GSD. These accountability huddles are the ultimate procrastination antidote.
3 virtual retreats - Devour ungoogleable insights from rockstar guest speakers tackling topics tailored to member-specific needs.
Support, daily feedback, critiques, and inspiration from fellow Think Tank members in a private Slack group. E-mingle and collaborate with a copy gang of high-level thinkers eager to help you grow.
The Copywriter Underground membership - Includes monthly newsletters, live video trainings, and a private FB group.
The Copywriter Accelerator business training program notorious for helping copywriters look and feel like legit pros (worksheets included).
[NEW] Emotional coaching and support from our sage cruise director, Tamara Glick.
PLUS you'll join the ranks of other Think Tank alumni like Eman Zabi, Linda Perry, Kirsty Fanton, Prerna Malik, Michal Eisikowitz, Doug Paton, Zafira Rajan, Justin Blackman, Andrey Adison, Chanti Zak, Mai-kee Tsang, and more.
Ready to take charge of your comeback story, Liam? You look ready.
Apply here today >>>
Reach out with any questions.
Kira and Rob
P.S. Not sure if you''re the right fit? Apply anyway. We''ll help you figure out whether you''re in the right place.
P.P.S. If you''d like to OPT OUT of all Think Tank promotional emails, click here and you won''t hear from us about it again.
Dream client seeking talented copywriter for $10K project: and it could be you, Liam.
After all, said client did right click > open your website in a new tab.
...alongside 9 other tabs with other talented copywriters (eek!).
*Click. Click. Dream client toggles and closes out most tabs.*
Alas, YOUR website fills the screen.
(You can almost feel that five-digit flutter of excitement you hear all the 'celeb' copywriters talking about.)
Dream client skims your homepage while mouse dangerously hovers over the "x."
What the beeeep are they looking for?!
It's the same thing we all look for during ANY comparison shopping sesh.
A reason to choose option A over option B.
A reason to close all of the tabs but one.
For potential clients, the THING that makes YOU that unclosable tab is your X-Factor.
AKA that thing that makes you stand out in a crowd of Where's Waldos donning the same striped beanie (...or toque for our Canadian pals).
In an economy more fra-gee-lay than an Italian leg lamp, this ^^^ is the secret weapon that''ll help you nab that e-signed contract over other bargain copywriters.
Sounds simple-but most copywriters get tripped up trying to figure out their X-Factor on their own ? which is ALSO the reason we copywriters tend to rock everyone else's marketing but our own (...thanks personal bias!).
So, instead of struggling to figure out your X-factor solo, join us and your fellow copywriters for a FREE Masterclass next week.
During this LIVE training, you'll get our proven 4-step fill-in-the-blanks formula to nailing your X-Factor and transforming it into a powerful client-attracting tool.
Additional party favors include...
?? Discovering what unique value you offer your clients and how to create your X-factor Manifesto.
?? Confidence to answer the question, "Why should I choose YOU over another writer?" even if you're more expensive.
?? The insider intel you need to read your ideal client's mind and uncover exactly what they need and are willing to pay for sans hesitation.
And waaay more.
We've even seen THIS happen from this Masterclass alone:
????????????
So bring a pen (or a fresh G-doc), your thinking cap, and get ready to add to the overflowing Trapper Keeper of money-making tips + takeaways you've already collected from the podcast.
But first, click here to snag your spot in this Masterclass.
See you next week!
Kira (and Rob)
P.S. Although this is a FREE Masterclass, be prepared to be spoiled with a bonus gift just for attending live.
Can't make it? We'll email you a replay link, but you must show up in the virtual flesh to score the bonus. Sign up for the Masterclass now.
P.P.S. We'll also share a few details about The Copywriter Accelerator, our 16-week program that helps you start, pivot, or grow a profitable copywriting business that works for you.
She''s the ONLY person I know who''s turned herself into a GIF...
And-
Not just one GIF... dozens of ''em.
You can find her entire collection of GIFs over here.
Meet Jenn Robbins, one of our favorite funnel strategists and humans...
(Maybe you heard Jenn talk about the 3 funnels you need as a copywriter on the TCC podcast this past week?)
Next week, Jenn is running her *What the Funnel* List-Building Challenge...
And we''d love for you to join us and sign up for this free challenge.
(Yes, Rob and I will be in the virtual room with Jenn because our funnels could use an upgrade, and she''s the best person to help us!)
Whether you already have a solid list or it's just your mom, li''l bro, and a few old buds from the high school track team (#nojudgment)...
Now is the best time to focus on building your list as a copywriter (mostly because Facebook has changed its rules, yet again #jerks)...
...which is a perfect reminder that you can't count on social media alone to build your business. Mark & Co. don''t care about you OR your business growth.
At the end of the (quarantine) day, the social media platforms own your followers and they can snatch them anytime the mood strikes. *Just like that time the bad ghost snatched baby Oscar in Ghostbusters.*
That's why one of the smoothest moves you can make this month on the biz dance floor is to connect with your audience OFF social media.
And, as much you hear people say that email is deceased (who actually says this? and are they on this planet?), people still check their inbox obsessively.
(You're reading this, aren't you? ??)
So, if you want to grow your list this September, Liam, join us and sign up for Jenn's list-building challenge.
It starts on 9/14 and is totally free! By the end of the week, you'll have:
PLUS, you''ll have discovered EVERYTHING you need to turn that list-building funnel into bottom-line boosting revenue
You can sign up today at wtfchallenge.com, but don''t delay!
You don't want to miss the first day.
I WANT TO GROW MY LIST THIS SEPTEMBER!We''ll see you next week...
I want to be a GIF when I grow up,
Kira (...and Rob)
They're gonna replace u.
??????
Too early in the week for a math joke?
Yeah, you''re probably right...
But, listen, Liam-
Scaling a service-based business is infinitely harder than 10th grade Calculus class.
EVEN IF you clocked 55.7 hours last week as a freelance copywriter, chances are you're still:
1) egg-scrambling for clients month-after-month and
2) riding that terrifying feast-or-famine, upside-down rollercoaster-sans seatbelt.
Maybe you thought the "free" in "freelance" was about freedom (you too?)...
But day-by-day, as you struggle to convince leads that your rates are actually quite reasonable...
"Free" might better describe your hourly rate.
Maybe you want what people in cushy desk jobs have...
...predictable revenue
...certainty about your financial future
...no stress about where the next client is coming from.
Sure, you''ll take it. but without the desk job.
*Hey, NOTHING wrong with being an entrepreneur and ALSO wanting stability-there''s no shame in the certainty game, especially right now*
If you want predictable revenue, scaling your business could be a smart next move...
Scaling means you can fill your PayPal account month after month WITHOUT trading minutes for dollars.
It might sound like a cotton candy dream... but scaling isn't easy.
Which is why you should check out our friend Prerna Malik's HOW TO SCALE YOUR BIZ MASTERCLASS, which goes live tomorrow, September 24th.
Why Prerna?
Because. she''s one of our favorite experts when it comes to scaling with ease.
And she's sharing her easy-bake strategy for scaling as a service-based business without getting into debt or spending thousands on FB ads.
...even more impressive?
Prerna''s scaled her business while raising a family and taking time off.
She takes four family vacations every year.
Or at least she did B.C. (before corona).
Join Prerna on September 24th to discover:
?? The 3 under-the-radar, hold-your-profits-hostage mistakes that most service businesses make when trying to scale.
?? The easy-bake method for growing your revenue without sacrificing your sanity or losing any semblance of white space in your Google calendar.
?? Her implementation-focused 5-step framework that works even if you don't have a big list, a massive team, or a bottomless budget to blow on branding/FB ads/all that shiny stuff.
Prerna and her husband-slash-biz partner, Mayank, scaled their business by writing for the likes of Pat Flynn, Vanessa Lau, Amy Porterfield, to name just a few.
THE BEST PART?
Prerna and Mayank (my favorite power couple) sell the majority of their copywriting and consulting services on autopilot.
In fact, during this pandemic-*insert expletive of choice* year...
They booked $200K (out of a total $375K) worth of services WITHOUT creating custom proposals or even getting on sales calls.
And they did it while dealing with quarantine, virtual schooling for their daughter, AND a ridiculous power-surge-followed-by-flooding situation at home.
BUT-
The fact that they're able to scale WHILE dealing with 2020 craziness?
That''s what Prerna and Mayank like to call "sustainable scale".
Want to do something similar, Liam?
YES! I''M READY TO SCALE-SIGN ME UP FOR THIS FREE MASTERCLASS
Ok, this email def needs a calculus sign-off so here she goes...
...
In high school math class,
I owned a car AND I was good at calculus.
So my bffs made me the "designated deriver".
??
It''s Wednesday...
That''s all I''ve got.
Kira (and Rob)
P.S. Be prepared to take lots of notes. Prerna is known for over-delivering.
The masterclass is recorded and you will get a replay but you do need to register.
Here's your link to reserve your seat again >>>
Hey Liam
Is your product or service perfect?
I don't mean perfect for a particular client or situation, but actually flawless.
As in. there's nothing that can be improved.
Probably not.
When faced with a flawed product, a lot of copywriters will cover up the imperfections (often at your client's request).
But hiding your product's imperfections isn''t always the best approach.
What if you embraced the flaws, instead of hiding them?
Like Stella Artois's old tagline: Reassuringly expensive.
Or how Volkswagen admitted it wasn''t like other cars .
My favorite example of a damning admission is Buckley's Cough Syrup.
Doesn''t exactly make you want to try it, right?
Unless you''re sick and want to get better.
You've no doubt seen this example that's been "swiped" by cafes around the world.
Scientists call this the "pratfall effect."
It's the notion that an otherwise competent person (or brand) who makes an insignificant mistake is more likable than a brand or person who appears to be perfect.
It's true. flaws and mistakes make us more likable.
In one unpublished study, bakery customers were asked to choose between two chocolate chip cookies. The cookies were identical except one was perfectly round, while the other was "roundish" with a rough edge.
Almost 7 out of 10 people preferred the imperfect cookie.
How can you use this technique in your own writing?
Think about how your product or service falls short.
Would admitting that flaw help humanize the product or make you more relatable?
Does your imperfection make you different in some (beneficial) way?
Can you turn it into an advantage?
Like when Avis admitted they were only second best so they had to work harder to earn your business.
Why do damning admissions work?
Because when we see a brand or person admit a flaw, we assume they are being honest with us and that makes their other marketing claims more believable.
Which explains why products with 4.2-4.5 ratings tend to outsell those with perfect 5.0 ratings.
But be careful...
The pratfall effect doesn't work when the flaw undercuts your authority or effectiveness.
No one wants a heart surgeon who talks about fatal mistakes.
Or a financial planner who talks about the money he's lost for his clients.
If Buckley's advertised that it tastes really good but doesn't actually do much to stop your cough. well, that would be the wrong flaw to admit.
If your flaw undermines your authority, fix it.
If your flaw makes you more relatable, talk about it.
Why don't we see brands using the pratfall effect more often?
Because it's risky.
It's hard to be vulnerable or to admit that we're less than perfect.
And most clients hate admitting product flaws because a competitor might take advantage.
Still, it could be worth a try.
Admitting your flaws just might be the perfect way to connect with your ideal customers.
Rob (& Kira)
PS. This week's podcast is flawless. well, our guest Jordan Gill is flawless. We both freely admit that we're imperfect when it comes to systems, but Jordan has this figured out. She shared her secrets for creating systems that work for you and your business on the podcast. You won't want to miss it.
PPS. If you're not doing anything else this Friday check out Kira's talk at The Copywriting Conference. The speaker line up is excellent. And the conference is virtual (is that a flaw?), so everyone can fit in the "room". More information here.
Note for Underground members only... we talked a bit about damning admissions during last Tuesday''s Creative Juice Box in the members-only FB group. You can find that discussion and creative exercise here. Not an Underground member yet? Fix that.
.
Hey Liam
Who should join The Copywriter Underground? Just about any copywriter at any experience level can benefit from the training and discussions you''ll find there, but there are 5 kinds of people who will get the most from joining this exclusive membership. Maybe you''re one of them?
The reformed course collector.
You've got so many courses packed away on your desktop that you've sworn off any more training. We're with you. That's why The Underground focuses on community and sharing what's working right now, and less on watching videos and searching for take aways you can apply to your business. When you join The Underground, you're joining a community of copywriters who already have all the courses and are now ready to get sh** done.
The smart student.
You''re all about learning and adding new expertise to your skillset-and that makes The Underground the right place for you. You're going to love the information packed newsletter mailed to your home, the long list of business-changing video trainings filled with ideas you can immediately apply in your business, and the crazy good discussions in the private Facebook group. Is this you? You''re making a smart choice when you click here.
The ducker-under.
You see a long line and you're tempted to duck under the ropes and get to the front. who wants to walk back and forth when you can just slip under and move up? The Underground is the perfect place for any copywriter who doesn't want to wait their turn or pay their dues. You can learn from experts who are 2. 3. even 10 steps ahead of you and massively shrink your learning curve. Take the initiative and jump the queue by clicking here.
The introverted connector.
You like your privacy, but realize that you can get so much more done when you surround yourself with smart people. That's a good description of our private FB group. Lots of hard working, smart and successful copywriters sharing their secrets, ideas, and successes. Just reading the conversations can have a huge impact on your business. But when you participate, that's when the magic happens. Connect with your people here.
The newbie (or new-ish-bie).
You're ready to stop thinking or planning and start doing, but you might not know exactly where to start. The Copywriter Underground includes more than 20 templates you can use (so you don't waste time reinventing everything) and training that walks you through stuff like effective sales calls, how to create a PERFECT proposal that clients can't say "no" to, and finding your X-Factor so you're connecting with your ideal clients. If you''re trying to get your copywriting business up and running, TCU is for you.
If you see yourself in any of the "characters" above, we''d like to welcome you inside The Copywriter Underground. But accept your invitation now by , because we''re closing the doors again tomorrow.
I ACCEPT! SIGN ME UP FOR THE COPYWRITER UNDERGROUND TODAY
Rob & Kira
PS. Last week we announced our new Persuasion course designed to help you make your copy more effective. If your copy could be working better, you owe it to yourself to learn how you can get this $997 course absolutely free.
PPS. Don''t want to hear about any more about The Copywriter Underground? Click here.
Yowza, Liam!
Just watched a stranger stick a needle through my daughter''s earlobe, and I feel like...
a) I''m winning at this whole motherhood thing (hah!), and
b) I should totally re-pierce my belly button so I can pretend like I''m 18 again. #yolo
Nah... instead of piercing my mod bod...
Let me dig through the ol'' inbox to find The MOST Interesting Stuff On The Copywriter Internet (...did I talk it up too much? *must lower expectations IMMEDIATELY*).
Alright, let''s jump into this week''s belly lint (AKA tiny treasures)...
Add this to your playlist ??
In case you''re not yet sick of our voices (we are), we created a curated audiomap designed to help you grow your copywriting business. Shout out to Jonnie Stellar for making this happen!
It''s called *Grow On The Go* and it features:
Grab your free audiomap over here. >>>
How to get EVERYTHING you want with your words.
"So much has changed over the years. Shiiiiiiiii-et in the past few months. The status quo -- crumbling. The ceilings -- cracking. There''s nothing but space and opportunity for folks doing things a bit different, and on their own got-damn terms..."
-Christina Torres, CEO of Run and Tell That
///
Join Christina, Host of the upcoming (FREE Masterclass) The 5 Must-Do''s For Getting EVERYTHING You Want With Your Words to own your voice (and power) and write high-converting culture copy that speaks to your ideal clients in a way that NO ONE else is speaking today.
GRAB YOUR FREE SPOT HERE >>>
From our bookshelves...
If you haven't seen this TED talk by Rory Sutherland you're missing out. It is both hilariously funny and eye-opening. Rory's the Vice Chair of Ogilvy in the UK-a position that lets him focus on helping his agency use behavior science to improve all kinds of product experiences.
Last week Rob picked up his book, Alchemy, and immediately started underlining all kinds of smart things. It's not a book about copy or even marketing, but it's absolutely a book that will improve your approach to both copy and marketing. If you're at all interested in behavioral science and the place emotion and *magic* play in the choices we make, you might want to add it to your reading list.
From our copywriter rolodex.
What if you could borrow the brain of the biz coach when dealing with sales call stress, hot-mess client issues, pricing uncertainty? Yah, we''re talking about the coach who allll the "big names" turn to when they need biz advice.
Copywriter and coach Amy Posner just launched her new Coaching on Demand service-a great option if you need 30 or 60 minutes of intense focus on your business so you wan walk away with a solution that you can act on right away.
Totally worth it if you need some 1:1 advice in a pinch. Check it out and book a coaching call with Amy over here. >>>
From our living room to yours.
After devouring /the social dilemma_ documentary last weekend, Kira vowed to fight her addiction to social media and screens...
And, yes, she was immediately ridiculed by folks who understand the death grip social media has on our society ("It''ll suck you back in! You''ll never get away!" #thanksrob)...
You''ll now find Kira creating phone-free zones in her house and demanding family and friends drop their phones *she''s not popular*.
She''s even investing $ in an alarm clock *gasp!* (Will she go retro or rock some Roman numerals? Who knows?!)
Also, can we give props-kudos-snaps to the writer who styled the title of this documentary with the snazzy / and _. We salute your symbols!
Alright, that's all we''ve got this week.
But we have a question...
What are YOU watching on the ''FLIX this week, Liam?
What''s good? What''s awful? What''s disturbing?
/See you next Saturday_
Kira & Rob
PS. WAIT-one more! From our Insta feed.
Direct response copywriter, Darren Hanser, is a meme-making machine... and he''s making us smile with his daily Insta content.
If you need a break from our "this is so serious" online marketing world or just want to poke fun at it, check out Darren''s memes over here.
Hey there, Liam,
Imagine writing a single piece of copy that could pay your bills for 11 years straight (and counting)...
Join us tomorrow (Wednesday, September 30th) at 1:00pm EDT in our oh-so-cozy zoom room as direct-response expert Marcella Allison reveals how to continue to earn $$$ in royalties working less than 5 hours a month.
HERE''S A SUMMARY OF THE TRAINING:
Marcella''s Pectasol Detox Formula package for Advanced Bionutritionals made her over $150k in royalties and paid her mortgage for 11 years straight and counting (with a minimum amount of effort on her part to keep it going).
This $150k kept her family housed and warm while life threw it's best curveballs her way (life has a habit of doing that, right?).
This $150k made sure life''s essentials were covered and that Marcella''s family never had to worry about losing their home as they helped Marcella''s son recover from a severe psychotic break.
Tomorrow, Marcella will reveal the exact strategies you can use to ensure you can make more money (from less work) for the next decade.
Creating an 11-year control is great practice for coming up with new ideas and new approaches. You have to keep pushing yourself to think of new ways to sell the same thing. That's a great brainstorming exercise. It forces you to consider all angles and cover all your bases. That's a skill that helps you in all your copywriting.
When you have your monthly expenses covered with just a small amount of your time, it leaves you free to take on other projects that can give you a big cash injection quickly.
Knowing your financial bases are covered by your control gives you the confidence to take bigger risks and train and learn more.
And, that is why we invited Marcella into our TCC community to teach you how to generate enough "keep-the-lights-on work" so you can still go after the big fish without losing your house or your car or selling your shih tzu!
Marcella will give you her free Never-Ending Royalties training plus copies of every version of this control that ran for all 11 years.
Every. Single. One.
(The swipe files alone are worth around $1,000.)
During this free training, Marcella will go deep into exactly how she kept coming up with new ideas to test and how she turned that single control into a cash cow that paid her mortgage for years spending less than 5 hours a month on it.
Now more than ever, we want you to have the skills to make money that will keep food on the table and the mortgage paid. We want to give you this free training so you don't ever have to worry about generating a steady income.
During this free training Marcella will reveal:
Interested? Join us tomorrow (Wednesday, September 30th) at 1:00pm EDT in our zoom room for the free training.
See you soon,
Kira and Rob
Surrounded by darkness...
I''m perched high on the third floor of a glass house.
There are an infinite number of doors and entrance ways into the house.
I see a few people outside-down below. I don't recognize them, but I instantly know danger is near.
Sprinting from door to door, I try to lock all of the doors before anyone can creep inside.
But no matter how fast I move... and how many doors I lock... I can't keep up. The doors unlock faster than I can lock them.
The intruders are entering the house, and there's NOTHING I can do about it.
AND THEN-
(oh, you sooo know what''s coming next, Liam)
...
...
...
*I wake up*
That nightmare again? ??
The glass house, infinite doors, and intruders are trapped inside my subconscious (...and I''ve become only a wee bit obsessed with fear).
So, naturally, when hanging yesterday with the newest members in The Copywriter Underground (they''re so cool),
Rob and I asked everyone to share the usual: name, location, niche, etc.
But this time-
We ALSO asked them to share their deepest, darkest fear.
I figured everyone would roll their eyes and say, I''m not sharing THAT. Not with you, Kira! (which I''d totally understand).
But they didn't say that.
Even though we started the Zoom call as a room mostly full of strangers, nearly everyone opened up.
Fear *or talking about fear* brought all of us inches closer, as we leaned into our screens and listened, even though we're miles apart.
We quickly discovered:
It doesn''t matter if your recurring nightmare includes being buried alive (which came up a few times), dropping from the sky sans parachute, or trying to keep intruders out of your house.
We're all stuck with our own recurring nightmares that may offer a glimpse into who we are as writers. It's not all of us, but it's part of us. and part of our story.
If you dig deep enough, that story may even nestle nicely into WHY we do what we do as copywriters and biz owners.
Which is why, moving forward, I'll ask my clients the same Q on future kick-off calls.
(You never know what a new Q will uncover... and, hey, it''s better than "If you could be any type of cereal, what would you be?").
TODAY-
I'm asking you the same question, if you're open to going there (#respect if you''re not):
What's your deepest, darkest fear, Liam?
Reply and let me know. Or tell me to shove off.
*btw if you figure out Rob's deepest, darkest fear, let me know. The man won't tell me, which is probably a smart move on his part, but I wanna know!
And, whatever you do...
Don''t forget to lock that door!
(alternatively: don''t live in a glass house full of infinite doors)
Kira (and Rob)
P.S. Wanna get *really* personal with YOUR brand?
Curious to know what goes into creating a personal brand experience that leaps off the screen and captivates your audience at first click?
Join brand strategist, Megan Otto, on Wednesday, August 12th for a free, live Masterclass where you''ll find out HOW to create a memorable and entertaining personal brand.
And, rumor has it Megan's also revealing her signature formula for creating unforgettable personal brands: m+y=bof^2
(...I mean come on, WHAT DOES IT MEAN?!?!)
Sign up for this FREE Masterclass to find out >>>
P.P.S. On this week''s episode of the podcast, copywriter Allea Grummert talks about:
Check it out here: https://thecopywriterclub.com/copywriter-allea-grummert/
One of the craziest things I've ever done to land copywriting projects involved teeth.
At live events (back when humans could amass IRL), I wore a retainer around my neck.
Yep. A retainer. A gold-plated mouthpiece.
And ya know?
Wearing the retainer around my neck worked.
Soon-to-be clients beelined from across the room to strike up a convo with me, bypassing other hopeful writers jockeying for their attention.
Orthodontia fetishes?
Possibly.
I sleep better believing I captivated the crowd with my uniquely, irresistible hook-or X-Factor. And that X-Factor was key to building my multi 6-figure copywriting business.
The takeaway: standing out pays off, Liam.
While retainer necklaces might NOT be your style... or lure your dream clients online (candy necklaces, maybe)...
Differentiating yourself from other copywriters will help you STAND OUT..
READ: your ?-Factor is a non-negotiable if you want a profitable copywriting business.
But finding that ONE THING that outshines competitors in your market stumps more copywriters than a rigged CAPTCHA.
And when you keep hitting walls, you start second-guessing yourself.
Memes aside-
Being a successful copywriter takes 100% confidence in what you do and a firm grasp on exactly WHY clients should choose you over others.
That's why Rob and I are giving you a proven 4-step formula for locking down your X-Factor in our upcoming FREE masterclass.
This live training is unmissable if you're a copywriter, content writer, brand strategist, or [insert your title] and ready to do things like...
? Experience serious revelations re: your niche and business direction
? Identify what solution your ideal clients need and are willing to pay for so you can ditch the burnout (and bubbling resentment) from being underpaid
? Swap your post-sales call cringe ?? for that confident 'NAILED IT' tingle ??
? Join the ranks of other X-pert copywriters who've monetized their X-Factors and own their niche (start practicing your power stance NOW) ??
FINALLY hone in on exactly what makes you uniquely irresistible and valuable invaluable to clients and join us for the masterclass.
You could be one training away from making those Upwork rejections a laughable memory and working with clients who won't pacman 20% of your earnings.
Liam, there is no known cure for FOMO so don't miss this chance to level up your pitches and write stronger sales messages for yourself AND your clients.
Claim your spot to the X-Factor masterclass now for $0.
Here's to profitably polarizing yourself from the pack ??
See you soon?
Kira and Rob
P.S. We'll also share a few details about The Copywriter Accelerator, our 16-week program that helps you start, pivot, or grow a profitable copywriting business that works for you.
Here''s what folks are saying about this program:
P.P.S. We're spoiling you with a legit bonus gift just for showing up in the virtual flesh.
P.P.P.S. Can't make it? Register anyway and we'll send you a replay link. Note: Only live attendees will score the bonus.
Rob and I had a HUGE fight this morning about whether or not Titanic deserved 11 Oscars...
*yes, these are the things we bicker about as biz partners*
After much back and forth and a string of expletives I''ve never heard come out of Rob''s mouth... we each stormed out of the zoom room.
Naturally-
I did what any well-balanced, mature business partner should do when upset at said partner...
I tied Rob to a chair in the basement *with zebra-striped duct tape* and stuffed one of my running socks in his mouth for dramatic effect.
ANNNDDDDD NOW THAT I''VE GOT CONTROL OF THIS DARK, DANK BASEMENT...
I''d like to take you on a tour of our private membership, The Copywriter Underground, so you know where all the copywriting trainings (and bodies) are buried.
*For safety purposes, I''ll need to handcuff the two of us together so you don''t wander off down the wrong basement corridor and see something you shouldn''t see... cool?
DESCEND DOWN THE STAIRS...
You''ll see tied-up Rob parked at the foot of the stairs-give him a quick wave but don''t linger. There''s lots to see.
(He''ll be fine-I turned on the sports channel.)
When you join us inside The Copywriter Underground, you''ll receive immediate access to a secret vault of copywriter trainings...
...including our brand new Persuasion & Personality Course, which is designed to help you stop showing up as a freelancer (taking orders) and start showing up as a consultant (solving problems... using top persuasion tactics).
We add new LIVE trainings & guest workshops every month, based on what YOU need to grow your copywriting business from where you are today to $10K/month or more (depending on your financial & personal goals, because it''s not just about the money... it''s about creating a life that matches your unique vision).
As soon as you join us underground, you''ll receive immediate access to the following trainings in our vault:
I''M IN! SIGN ME UP FOR THE UNDERGROUND NOW
If you take action and implement one single tactic from any of the trainings above, you could instantly pay for your ENTIRE yearly membership in The Underground...
PLUS, you might walk away with some extra cash you can spend on that preserved moss wall garden you''ve had your eye on for months.
TAKE A SHARP LEFT DOWN WHAT I CALL ''THE COBWEB CORRIDOR''...
It looks like Halloween vomited all over the walls of this narrow corridor-don''t get spooked, stay with me...
Over here, you''ll find the library of copy templates...
This includes templates you can swipe and use in your copy and business immediately, like our templates for on-boarding and off-boarding clients, a sample copywriting contract, and a template for cold-emailing new prospects.
These are swipe files, checklists, processes, proposal templates & scripts we use in our own businesses-so they''re tested to a T.
NEXT, TAP THE COPY OF BREAKTHROUGH ADVERTISING ON THE BOOKSHELF 5X...
The bookshelf will magically open into a gallant banquet hall, covered in crystals-filled with your fellow copywriters, who are now decked out in their favorite costumes (picture the masquerade ball scene with Jareth and Sarah a la Labyrinth)...
You''ll find spiked punch in the far left corner and the La Croix-sponsored ice luge in the far right corner.
Munch on Cheetos and make yourself comfy on the bean bag chairs in the center of the room.
There''s no judgment, no drama, and no puffery in this hall-but there are a lot of Cheetos stains, so do try to wash your hands frequently.
You''re surrounded by ambitious copywriters who refuse to settle for mediocrity... copywriters who are ready to ask tough questions, work hard & dance with discomfort under the disco ball.
STROLL INTO THE GARDEN...
Grab your monthly copy of our print newsletter in the tin mailbox (focused on either copy mastery, mindset, and marketing) as you walk over to the fire pit...
If you join The Copywriter Underground by tomorrow (Wednesday, July 1st at 12am Pacific)...
We''ll send you a copy of your first-ever newsletter all about building your (biz) ascension model using a permaculture model (yes, Kira geeks out on gardening on this issue, but it''s worth it).
YOUR HOT SEAT AWAITS...
Solve your biggest business & copy challenges in our monthly LIVE ''hot seat'' sessions. The two of us will offer personalized feedback based on your unique situation.
The ''hot seat'' format?
If your application is chosen (we''ll cover 4-5 ''hot seat'' sessions each month, minimum), you''ll have your chance to talk talk through your problem, we''ll ask a few questions and mute your line, and then we''ll SOLVE ALL YOUR PROBLEMS in one clean sweep. Or, at least, we''ll try...
STAY AS LONG AS YOU''D LIKE...
You can join, risk-free, and pay monthly as a member at $87/month...
Or you can commit to the entire year for a reduced rate of $783/year and get instant access to our BONUS TCC IRL ''20 video collection...
Featuring ovation-worthy insights from Jasmine Star, Mike Kim, Stefan Georgi, Bond Halbert, Jamie Jensen, and a dozen others.
It''s worth way more than $1000, but you get it free as an annual member of The Underground.
QUESTIONS???
Unmuffle Rob-he''ll cover all of your questions...
And get him some Coke Zero while you''re at it. He''s had a rough day.
See you underground...
Kira
P.S. The doors are closing to The Copywriter Underground tomorrow, July 1st at midnight Pacific. If you want in, don''t delay.
P.P.S. Want to meet your fellow members in The Underground?
JOIN THE COPYWRITER UNDERGROUND AND INTRODUCE YOURSELF TODAY
P.P.P.S. Don''t want to hear about any more about The Copywriter Underground? Click here.
Liam
As a copywriter you probably pay attention to the marketing you get.
So you''ve probably seen all of the "we''re closing the doors" emails that marketers send when they''re about to close a program down.
It''s a persuasion technique called choice restriction.
It''s related to FOMO-the fear of missing out-and our reaction to it is all about preserving our options so we can succeed and thrive.
We talk all about the science behind choice restriction in our new course called Persuasion and Personality. In it, we share the most common ways marketers restrict choices to get people to act. And, we show a bunch of examples of how smart marketers do it... as well as a couple of examples of what not to do if you want to keep your customers.
It''s the kind of stuff that takes your copywriting to the next level.
Sound interesting?
This new Persuasion course is all about the techniques you can use to make your copy and content more effective. Once it''s complete, we plan to sell it for $997. But right now, it''s free to all Copywriter Underground members. You can see the details here.
Why am I telling you this?
In a few hours, you''re going to get one of those "doors are closing" emails from us.
Because we are closing the doors to The Copywriter Underground at midnight PDT tonight.
And if you want to take advantage of all the trainings and templates, as well as courses like The PERFECT Proposal and Persuasion and Personality, the newsletters, and the community of 300+ copywriters sharing ideas and tactics you won''t find anywhere else... well, you''ve only got a few more hours.
Don''t miss your opportunity to get join The Copywriter Underground and get the Persuasion Course absolutely free.
Rob & Kira
PS. That "doors are closing" email will hit your inbox in a few hours. And then, that''s it. Click here and join today.
PPS. Don''t want to hear any more about The Copywriter Underground? Click here.
If you were a guest on The Copywriter Club podcast, what would your origin story sound like?
(Seriously, respond and let us know. We want to know your copywriting story!)
We've heard hundreds. And if you're like most, you belly-flopped straight into the deep end of learning how to write copy. As in, mastering the skill itself.
No doubt-your copy's on point now. But no proper belly flop is complete without the sting (and cringe-factor).
In your rush to jump in, you may have endured months, even years of.
? Being underpaid, unacknowledged, (and likely waaay undercharging) for your talent
? Panhandling for projects on the corner of Fiverr Way and Upwork Street
? Teasing out takeaways from a hairball of YouTube ''how to'' tutorials and free PDFs
? Fumbling sales calls (HELLO imposter complex)
? Losing jobs to same-level copywriters with stand-out confidence (and UHmazing websites)
? Settling for fresh-out-of-Arkham clients who treat you like an expert employee
^^^ all this before FINALLY realizing the gaps in the backend of your business ? an expensive lesson.
Sometimes, you have to slow down to speed up, Liam...
And although things like systems & processes aren't quite as sexy as shoulder pads, they're crucial to looking, feeling, and getting paid like a legit pro.
Whether you're looking to jumpstart your copywriting career or seriously upgrade your clients-slash-cashflow, a proven business system is your shuttle there...
IF YOU'RE READY TO GO FROM OVERWHELMED FREELANCER TO FULLY-BOOKED BUSINESS OWNER, DOORS TO THE COPYWRITER ACCELERATOR ARE OFFICIALLY OPEN.
Here's what you'll get inside this business growth system.
??4 full months of bi-weekly group implementation sessions with yours truly-Rob & Kira ? your personal cheerleaders -slash-coaches where we'll answer all of your toughest questions
??8 multimedia modules with everything you need to build (or rebuild) your copywriting business ? go from "overwhelmed freelancer" to "fully booked business owner" no matter where you are with your business today
??Our most important templates, biz blueprints, and challenges ? delete the overwhelm, systematize your business transformation, and keep things interesting (cuz you know we're both crazy competitive and we loooove giving away prizes!)
??Access to our hyper-engaged, private Slack Community ? a whole community of your fellow copywriters to connect, collaborate, and celebrate as you complete The Copywriter Accelerator (don''t be surprised if you all are buds for life!)
PLUS, you''ll also get access to these awesome Accelerator features, like...
? Copy Crews ? A hand-picked group of 5-6 fellow copywriters that you can rely on for accountability, brainstorms, and copy reviews for the entire program
? Two MORE Modules ? We previously offered 6 modules, but we now have 8 modules! Which means 2 brand new, laser-focused modules covering your most frequently asked questions: ''Pricing for Your Worth'' and ''Managing Your Client So Your Client Doesn''t Manage You''
? Stretch Week ? like "reading week" to give you extra time to catch up on Accelerator modules helping you work on your business while you work in your business
? Private Networking Event (HELLO, Happy Hour!) ? we're bringing in some celebrity Accelerator grads to connect with you and talk about what they do best (look under the hoods of their businesses and ask anything - it''s all fair game) #byob
***BUT WAIT, THERE''S MORE***
Enroll in The Copywriter Accelerator by TODAY, Friday, August 28th at midnight PDT and you'll get access to EVERY SINGLE training video (see breakdown below) from TCC IRL '20, our big event in San Diego last March AKA "The last event held in America."
It''s basically like 20+ mini-trainings rolled into one celebratory BONUS for you... and what are we celebrating, you ask? We''re celebrating your commitment to your business growth.
PLUS, you also get 4 months of access to The Copywriter Underground, a private membership that includes a mega vault of copywriting, marketing & mindset trainings + must-have templates for any thriving copywriting business ($388 VALUE).
I WANT THE ALL THE 2020 TCCIRL TRAININGS AND ACCESS TO THE UNDERGROUND! SIGN ME UP FOR THE COPYWRITER ACCELERATOR!
You know how to write. Now learn how to build the backend of a side-hustle business that screams "I know what I'm doing. This is why you should trust me and give me your money."
See you inside?
Kira and Rob
P.S. Join us inside The Copywriter Accelerator in the next 12 hours and you'll gain access to the Fast Action Bonus-the entire video collection from TCC IRL.
That's right. You'll get all the wisdom from our copy heroes at TCC IRL 2020.
You'll discover how to master your copywriting with...
Stefan Georgi - The 7 Step Checklist to Writing Killer Headlines That Crush Your Competition
Bond Halbert - Mistakes I've Made, Mistakes I''ve Seen Other Copywriters Make And Mistakes I've Seen My Clients Make
Kirsty Fanton - How To Get Your Prospects To Convince Themselves They Need Your Offer
Marcella Allison - How to Ignite Your Creative Fire Everyday... Even if You're Feeling Brain Dead and Uninspired
Tyler Koenig - How To Be Persuasive Without Feeling Gross
You'll ALSO discover how to market yourself like a pro with...
Dana Malstaff - The Simple Content Formula That Will Build, Engage, And Convert A Loyal Audience
Mike Kim - The 4 Steps To Build Your Brand and Go From Behind the Screen To Center Stage
Kira Hug - ??????????????
Matt Hall - Think Bigger, Do Better, Get More (Get A Fast-pass For Your Corporate Copywriting Career)
Rob Marsh - 7 Strategies For Surviving The Coming Recession
Sam Woods - Seven Steps To Building An Agency From Zero To $7+M In 7 Years Or Faster (Without Anyone Knowing Anything About You)
Sage Polaris - How To Scale Your Copywriting Business (Even If You Don't Have A Course)
Lindsay Hotmire - The Authenticity Dilemma: Why Today's Best Branding Advice Is Keeping You From Showing Up Authentically
You'll ALSO discover how to uplevel your mindset with...
Jamie Jensen - Overcoming Fear of Failure
Jasmine Star - How To Diversify and Pivot Your Business
Linda Perry - The 3 Stories You Tell Yourself That Keep You From Success! (And How To Rewrite The Narrative)
Gin Walker - Unsetting The Stone: How To Break The Mold And Slide Effortlessly Into Success With Plan B, C....Or Z
Justin Blackman - Embracing Constraints: Plato's Secret To Succeeding When Best Practices Are No Longer An Option
///
Yep, when you join us inside The Copywriter Accelerator, you get ALL the goodness of TCC IRL (VALUE: $1200).
But you have to move FAST.
CLICK HERE to save your spot inside the ACCELERATOR and so you can access the TCC IRL videos (these videos will disappear at midnight PDT)!
Hey Liam
As the year winds down and you (hopefully) take a break for the holidays, we want to share a few of the things that caught our interest this week-and maybe ask you for a favor. Or two.
Here''s what we're thinking about right now.
Can we get your help?
A few weeks ago, we partnered with the biggest names in the online copywriting world to create a pricing survey. The idea is to gather as much data about what copywriters at all stages of their business charge for the work we do.
So far we've had a great response.
But to make it the most comprehensive pricing survey ever, we need your help Liam. Will you stop what you're doing right now, click here, and give us your answers to a few questions. Most people finish it in about 5 minutes.
We promise to share the results with you when the survey is complete.
Thanks in advance for your help (and for sharing the survey with other copywriters you know).
Instead of setting S.M.A.R.T. goals do this.
As the new year approaches, you've probably started thinking about what you want to accomplish in 2021. We certainly have.
And every year someone trots out the "SMART" goal framework to make sure that our goals are achievable, time-bound, and realistic.
Ugh.
Who says goals should be achievable? What about impossible goals that inspire us to reach higher than we think we can? This article from MIT's business magazine shares a different framework for thinking about goals-F.A.S.T.-that we like a lot better.
FAST doesn't rule out impossible goals. In fact, it focuses your attention on the things that will help you reach your goals more easily. even the unrealistic ones. Definitely worth a look.
From our bookshelves.
We intend to spend a bit of time reading over the holiday. And we think you''ll be doing the same thing. So instead of sharing just one book this week, we''re both sharing a favorite NON-business read.
From Kira: The Year of Yes by Shonda Rhimes. Rhimes is the award-winning creator of shows like Grey's Anatomy and Scandal-and an introvert who suffers panic attacks before media interviews. When her sister pointed out that she was hiding, she decided to say yes to everything that scared her-and force herself out of her house and onto the stage. If you're an introvert, this one will hit home.
From Rob: A Gentleman in Moscow by Amor Towles. This novel is about Count Alexander Rostov, an aristocrat sentenced to live the rest of his life inside the Metropol Hotel across the street from the Kremlin. As the Bolsheviks take everything away from him, Rostov rises above it all. It's a great story, beautifully written.
And if the people in your life need a last minute gift for you. send them this list.
Get this podcast in your earbuds asap.
Jude Charles rocked the stage at TCCIRL in 2019. talking about his processes and the secret for getting people to take action-he calls it the demonstration of proof. The day before he took the stage, he created a video about the event to show how easy it is for anyone to create their own video demo with nothing more than a smart phone. We asked him about that presentation (and the cape he wore), the 11 books he wrote as a child, building an amazing story-telling business, plus a whole lot more. You won't want to miss this episode of The Copywriter Club Podcast.
And if you're thinking about joining a mastermind group in 2021, check out this short video Jude made for us at the last TCCIRL.
Can we ask you for one more favor? You could "win" something awesome.
You want me to do a survey and now this too? Yep. We're hoping the holidays have you in a giving spirit Liam. We promise, this is easy-will you write a review for our podcast?
Open up Apple Podcasts on your phone or laptop. Navigate to the page for The Copywriter Club. Scroll down to to the subhead that says "Ratings & Reviews." Then click "Write a Review." Next choose a star rating and use the two text boxes to write a title and share what you like about the show. Finally hit "Send" to save the review.
Not sure it's worth your time? Let's change that...
We recently found an extra print copy of The Dark Art of Writing Long Form Sales Pages by Joanna Wiebe. There are less than 90 copies of this book in the world. You can't find it anywhere. Not on Amazon. Not on eBay. Nowhere. But. we'll choose one person who leaves a new review on Apple Podcasts before the end of the year to receive their very own (and very rare) copy.
We'll announce a winner in the next inbox.
See you in your inbox again soon.
Rob & Kira
PS. We were asked this week about whether there will be a TCCIRL in 2021-since getting together before summer still looks a bit iffy... the answer is yes, but we''re taking the event online. Mark your calendars for TCC(N)IRL this March 10-12. More details coming soon. You won''t want to miss this.
PPS. We're taking a little time off for the holidays, so the next Copywriter's Inbox will arrive next year. Until then, jump into The Copywriter Club FB group to let us know what you''re doing over the holidays. See you in 2021!
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