Headlines, Personalization & Other Critical Copy Concepts

Welcome back to the Magnetic Marketing Podcast. In the last episode, we got to hear Bill Glazer as he broke down 11 different building blocks of writing copy. Today we're going to take it one step further. So here's the deal. If you missed the last episode, you want to catch up on that one because Bill Glazer is going to build off of that when we talk about what is the most important building block of copy, and that is the headline. But we're not just going to cover that. Bill goes over 4 different questions that the headline needs to offer. How to make sure that you're following 3 of the 20 critical copy concepts to make your copy next level, including 7 big copy kryptonites that you want to ignore. So there is a lot of juicy details inside of this episode. Make sure that you listen and take notes as we jump into headlines, personalization, and other critical copy concepts with Bill Glazer.

I don't think there's anybody that has had a bigger impact in the field of direct response than Dan Kennedy. The legend of Dan Kennedy. Should be ignored at your own peril. They're not really lessons, they're kind of laws that you live by. Dan opened my eyes to what small business marketing looks like.

Dan teaches strategic direct response that is timeless.

His ripple effect touches people who don't even know his name.

The world as we know it was changed because Dan Kennedy became obsessed with marketing.

Welcome to the Magnetic Marketing Podcast with your host, Dan Kennedy. So the question is, which of the 11 building blocks do you think is the most important building block? And I'm really kind of hoping that most of this room gets this right. Okay, let's go, let's mix it around a bit. How many people think the close, getting people to take action? Okay, we got 3, 3, 3, 4. How many think the headline? Whoa. How many people think the PS? Subheads? Bullets? Credibility, being credible, believable. Hmm. The story, having a strong story. Guarantees, having a guarantee. Boy, everybody's afraid now to answer. Anybody afraid to answer? There you go. I got one more honest person back there. Well, so you pretty much all got it. Thank goodness you did get it. I mean, the most important building block is the headline. See, the other stuff that's on my list here doesn't matter if we don't get them to read the rest of the ad. So, the headline is the most important building block in all the building blocks because it is— the chief job is to get the reader to read the rest of what you present to them regardless of the media format. So you always want to have a headline on top of what you send out. One of the things I always get sort of a chuckle out of is that people say to me, well, Bill, you, on a sales letter, if I was sending my, sending like my Aunt Mary a sales letter who lives in Wichita, Kansas, I would not put a head— and I send her a letter, not a sales letter, a letter in Wichita, Kansas from me, I would not put a headline on top of that. Well, that's true unless you wanted to sell something to your Aunt Mary. So if you don't want to sell anything, don't put a headline on top of it. But on a sales letter that we're talking about, which is creating copy that sells, you always want to put a headline on top of it. And the job of the headline is to get them, this person, to read the rest of what you're sending to them. So let's just spend a minute or two and talk about this. They need to answer these 4 questions. You should write them down. And it actually should answer one of these four questions. It doesn't have to answer all four of them, and it's better if it answers as many of these as possible. Who cares? What's in it for me? Why are you bothering me? And so what? So those, every time you write a headline, you should go back and you should be asking those four questions. Questions to see the response that you get to yourself when you write those. And if you're not getting it to answer at least one of them, there's a real good chance you have a headline which the, the marketing term is sucks. So you want to make sure that you answer one of those 4 questions. This is also no place to skimp. So many of you have heard me say this before. Is that when you write a headline for anything that you're doing, I mean, minimally today when I'm writing anything, the least amount of headlines I'm writing is 10 headlines. When I'm writing a real big marketing piece, I write as many as 100. So when I wrote the headline for the Creating Copy That Sells course, I wrote 100 headlines. When I wrote the headline for my BGS marketing system, so if you want to see what that looks like, You can go to bgsmarketing.com. I wrote 100 headlines for that sales letter that I wrote for that BGS Marketing System, which by the way, that sales letter in the last 7 years has never generated less than $1 million a year in sales. I've had as high as $2 million a year in sales from that sales letter that I wrote 7 years ago. I wrote 100 headlines for that baby. I mean, I was obsessed with it, with getting the perfect headline. By the way, do you know what I did with a lot of the headlines that I didn't use? Made them into subheads. So it's not an exercise that can be detrimental to you because a lot of times after you figure out the best headline, a lot of the other ones you can either use as subheads throughout your sales copy and/or even just copy itself in paragraphs. So a lot of times the subheads are very, very valuable pieces of copy. So you want to try to use successful headlines to guide you, templates. So what my recommendation always is, is whenever time you see something that grabs your attention, that's the kind of thing that you want the response to be by your prospects to grab your attention. So you want to always grab a folder, well you just want to grab the thing that grabs your attention headline-wise and then shove it into a folder. And like in my office, if you came to my office and you went through my files, which none of you invited to do that, but if you did do that, you would see that I actually divide my headlines by category. So I might have a headline to fill a seminar. I might have a headline to sell somebody who's doing work in the mortgage industry. I do a lot of work in the automotive repair industry, so I have headlines for those. So I divide those into various categories. So, but at the very least, just throw everything into a big folder and create your successful templates. In my copywriting course, all those of you that have the copywriting course, you know in there I give you the 350 best headlines ever written. Those are given to you as templates so that you can have those to create templates when you write your copy. You want to make them as long as they need to be. This is another rubbish idea that goes around out there that you're better off with short headlines. And then there's some guy out there, and I don't want to mention his name because a lot of you probably know him, he teaches that your headline should never have more than 14 words. Well, that's ridiculous. How long should the headline be? As long as it needs to be. So I've written some very, very long headlines. Dan has got one that's a huge winning headline. 38 words is the headline. Here's a bad example of a headline. 50% off sale. It's a bad example of a headline because it's overused. People just, it's too, you can go anywhere, you walk around any, I mean, I'll be over in the UK end of this month. I guarantee as I walk around the UK, there'll be stores that have signs up, 50% off sale. Anywhere, it's overused. I had a client of mine, this is several years ago, who has a, had a furniture store. So Mike, you'll like this one. Where's Mike? There he is. You'll like this one. This guy has a furniture store. You might know this guy. And he asked me, he was running 50% off sales, and he says, "Bill, every time I write 'em, every time I run 'em, they get worse and worse. I'm doing less and less business." So I rewrote his headline. I kept everything else the same. And this was the headline I wrote for him. Shh, discover the McKeldon's Furniture half-off sale that other furniture stores don't want you to know about. Okay? It's a headline that creates curiosity. It's not a short headline. By the way, a little insider trick for you. Alpha half-off outperforms numeric half-off. H-A-L-F is stronger than 5-0. So a little insider information for you. Why does that work? Thank you. Who cares? It's just the answer. Who cares? Knowing that it works is the only thing that's important. Why it works, you can figure out all the different psychological reasons why. All I know is it works. So what I had such a good result with that, the next year I was running a sale for my BGS marketing system. So I took the same headline, I turned it into a template Here's the headline I wrote for that. Shh, discover the BGS marketing scratch and dent clearance event that we wouldn't want the customers who paid full price to know about. Same headline template. Take successful headlines and turn them into your templates. I'm spending a little bit longer today on headlines than the other ones because of the fact that it's really important that you understand that this is the most important of all the building blocks And this is the place that you really want to spend time in working on. And once you get a bunch of them, like in my menswear business, I finally got to the point where I had 14 what I call template headlines. And I use those 80% of the time in my menswear business, these 14 template headlines. So as soon as you start getting good ones, you can sort of reuse them. Now, you can't keep using the same one over and over again continually every time because your customers will get tired of them after a while. So that's the reason why I used to rotate them. Okay. So the next step, the first step is what we call the building blocks. And again, a lot of this, hopefully a lot of this is review for a lot of you. Some of you this is not. Okay. The next step is the 20 critical copy concepts. And these are the next level. They're not what I called, well, the first level which are the building blocks, but these are ones that will sort of take your copy to the next level. So This is a list of 20, and I'm going to talk to you about a couple of the ones that I wanted to share with you today where I see people really not doing a good job with or heavily underutilized opportunities. So the number 5, I want to talk about that one first, which is double readership path. And double readership path goes to this whole issue of keeping your copy interesting and also so that they read it. So here's the deal. So if you look at any kind of a sales letter online or offline, and typically if it has any length to it at all, so let's say it's more than one page, and it could be as long as 20-some pages, but more than one page, how do we read copy? What we do is we take it and we look at it and we sort of skim it. So like if I had Doug's Best Magazine up here. Right? And when I get that magazine, I don't start in the beginning of that magazine on the front cover and read every word on that cover, then go to page 1 and read every word, then go to page 2 and read every word. How do I read it? I start fanning the pages to see what interests me. Right? That's how you read it also, right? When you get a sales letter from Dan or myself, how do you read it? Same way. I start fanning through it to see what kind of interests me. By the way, when you get a sales letter for the info summit, what's like one of the first things you look at? You're right. First thing I look at is how much does it cost me? Where do I look for that? Huh? Order page. Which by the way is another point that the fact that the order page has to be able to do heavy lifting for you. So when you read the order page, you got to be able— the order page you have to look at as a sales page. Page in your copy. But this is all about double readership path. And by double readership path, what I mean is that you're not— listen, I would love it if when somebody got this sales letter right here, they read all this, then they read page 1, then page— but I know that's not going to happen. So what I got to do is I got to do what's called double readership path. So like for example, here's the first page. I wrote this 7 years ago. I've hardly made any tweaks to it at all, even the testimonials. They're pretty much the same. But here's the first page of a 16-page sales letter that I wrote for my PGS Marketing System. So what is like the first thing that your eye goes to here? Headline. Okay. And let's dissect that a little bit more. What's the first thing in the headline you go to? Simply and easily. So again, one of the lessons I'll teach you here is not all words are created equal, even in a headline. So what did I do with— since simply and easily are some of the strongest words you can use in writing, what did I do with those words? I made them bigger and bolder. I wanted those words to jump out on the page. Now the other thing that I've done here is I have underneath the headline, I've got a little handwritten note there. I've got a testimonial in a red box. I've got items that are highlighted. That is double readership path. So one of the— you do not— you want to use that in all— everything that you write. And that's an online sales page. Letter, by the way. That's not offline. I use it offline too, but most of the activity we get is online with this. That's an online 16-page sales letter that you just keep scrolling down. And on that, as you can see, is I'm using double readership path in order to get them to read only certain things that either they'll understand what it is they're reading or they'll say, gee, I'm interested in this. Let me go back and read everything. Have you ever had that kind of response where you said, gee, I'm interested in this, let me now print this thing out and really find out what this is all about? Well, we do it a lot. We don't realize we do it a lot, but we do it a lot. When I was looking a couple years ago to buy my Porsche— I hope I said it right, I always say it wrong, say Porsche. It's Porsche? I said it right? Thank you. Porsche, okay. What did I do? I got the damn Porsche brochure. Now before I forked over 6 figures to the Porsche people, you think I read everything in the Porsche brochure? You bet your Porsche I did. So if you're interested enough in what you're looking at, you're going to read the whole thing. But you got to start with double readership path. Okay. Another one of these critical copy concepts: personalization. So people love to hear the sound of their name. So if Dan Kennedy, if Ron Rosenberg was at one of our super conferences— God forbid he show up— if he was at one of our super conferences and I know you had a speaking engagement, right, right. And Dan saw Ron Rosenberg in the hall and walked up to Ron and put out his arm and said, hey Ron, how you doing? That would make him really feel good, okay? Not only because he knows who he is as the dysfunctional NSA guy that gets it, but he also, as importantly, knows his name. See, people love to hear the sound of their own name. And also, what it also does for you, it gets you to that point where somebody feels like, hey, you're talking to me. People love to hear the sound of their name, okay? So you want to try to use their names wherever you can in your marketing. And I've actually found by adding people's names into the personalization, this can increase response by as much as 30%. So like if you go back to, gee, you go back to this thing here which is the thing that goes around the sales letter, we put their name on there. This one happened to go to me, so it was Bill, open immediately. So the ones that you got had your name up there because now somebody is talking to me. So let me tell you how I use this which is kind of an interesting way. So remember I told you before that 50% off sales are sort of overused and they're commonplace. So retail, have any of you ever heard of this sale? Buy one, get one free. Ever heard of that one? Yeah. So it's another sale. So it's the same thing. Everybody's heard of it. Buy one, get one free. They're overused. Everybody has used them. I mean, retail. So a couple years ago I said, you know what, I don't want to keep running buy one, get one free sales. I even had some of my members used to come because I used to teach it in my marketing system. My members used to write back to me and say, "Bill, why don't you have something new? I've heard of buy one, get one free sales before." So I decided for my menswear business what I was going to do is I was going to do buy one, get one for a nickel. And what I actually did was I put the sales letter in one of these window envelopes here and I actually glued the nickel onto the sales letter. By the way, if you go to a bank you get 20 of these for a dollar. It's a hell of a buy, you know what I mean? So you could really get a good deal on these nickels. And so we just glued them right on there and we had, "Discover why Gage World Class Menswear is sending you this nickel." We had this buy one, get one for a nickel sale. But look what I did. I sent it to Steve Harshberger, okay? And I had up top there, "Steve, discover why Gage World Class Menswear is sending you this nickel." The reason I show you this is because now I want you to do a little mind game with yourself and look at the headline without the word Steve up there. Discover why Gage World Class Menswear is sending you this nickel. It's a good headline. But if you add Steve to the top of it, doesn't it get stronger? It's stronger now. Now it's going directly to Steve. As a matter of fact, the whole— this is a multi-page sales letter, but this is the whole first page. So the top of the first page goes in the envelope And then I don't know if you can see it there, but the salutation even goes further. It says, "Dear Steve." So we followed their name in the salutation. We want the person to believe that we are talking to them. So personalization will significantly help all your marketing. And the good news about personalization is that just about any mailing house or in most cases printers today, I don't know, McClung, you guys have personalization options? On Mondays. And we want to get over $3 million this year, right? Okay, good. But maybe it was 5, but I forgot what it was. So yeah, so, so yeah, so just about any printer today or mailing house today can easily add personalization to all your marketing pieces. And the good news about it is that when this— when I first started seeing this like a couple years ago, it was a lot more expensive than it is today. But the technology, the equipment is so much more advanced It's so easy to get this very, very economical today. You want to be adding personalization as much as you can. The next one is, and a lot of you have probably seen this, but hell, I love making fun of myself, is using photographs and illustrations. This is one of the most underutilized types of a critical copy concept that I see people using today. They don't use enough photographs or illustrations in their marketing. What are the big advantages of photographs and illustrations? What do you think it is? Takes up space. Who said that? You know, you ought to stick to talking books. Take up space. Takes up space in books, right? That's right. It's about— he has 14 pages of copy, but it comes out to be a 200-page book because he throws in photographs and illustrations. No, let's try another one. Hold on, put your hand up if you think you know the main— okay, Dwight. It tells a story. See, a photograph properly used can really relay a story. So like most of you have probably seen these from one time or another, but like here's the first photo of me, the Crazy Bill photo, okay, where they put me in a straitjacket. So that's how the Crazy Bill photo. This is one of Bill Behind Bars. So I went actually, and it's so easy to get these done today. I mean, I went to, there was a fence, one of these raw iron fences, right? And I stood behind the fence and we just wrapped my wrist in a little bit of chain and I was holding a black mug that we had in our cupboard and it looked like I was in prison. And digital camera today, it's so damn easy to take photographs today. So they just took a picture of me standing behind a, a fence, but it looked like I was actually in prison. It's called Bill Glazer Behind Bars. And this one over here was the one that, um, you probably heard this story a million times. The story is, is that I was doing a seminar— this has got to be 6 years ago now— seminar in Las Vegas. There's 260 retailers, and I was teaching them the top 10 marketing advertising mistakes that retailers make. And afterwards, Stu Nafusi, who was the publisher of MR Magazine, who I didn't even know was in the room, he walked up to me and said, Bill, that information is great. You got to be sharing it with all of your— of all of my readers. And it was like, Amal, you'll like this. I mean, you know, 20— they had 22,000 menswear stores that were their readers, and I was selling a marketing system to menswear retailers. So he offered to do a full-page, a full layout story on me. "So you'll be proud of me. I told him it was okay to do that." And so then, just then, a guy walks by who's a retailer, a member of my marketing system, overheard the conversation and said to him, "Stu, it's a smart thing you're doing because Bill is out to save the retail world." And when he said that, the trigger in my head and it came up— whoops, let me get to that fast— came up with how to save the retail world from mass destruction. We came up with a whole cover, and then I went in and I got my photo taken. And there's a story about getting the photo taken which I will not share with you. And if you want to hear— who knows the story? Diane, you know the story, right? So anybody wants to hear the story, you don't know the story about me getting my photo taken, you can see Diane. So that was that. But look at the Crazy Bill one, OK? Because our accountant noticed something that nobody else did, the best opportunity to buy menswear was discovered. "Price is so low you'll swear that I'm crazy." Good headline. It's a good headline, right? Yes? Is it better with the photograph? A lot stronger with the photograph. So just so you can strengthen your message by adding photographs to these things. Here's the one, "Announcing price is so low you'll swear this is illegal." Good headline. Stronger with me in jail? Absolutely. Same thing over here, "Out to save the retail world from mass destruction." Yeah, pretty good, but it's a lot better with me in the Superman outfit. So using photographs and illustrations, not only does it relay a story, but it also takes up a lot of space, Adam, so you know, you're right on the right page. Okay, so I shared with you 3 of the critical copy concepts. 'Cause I wanted you to see those 3. The next one is copy kryptonite. And I do want to go through these with you. 7 big ones here that I want to go through with you. Again, some of you might have seen these in the past, but again, they are really worth studying, especially after I've seen some of the stuff that's coming out of the people in this room. So copy kryptonite. Let's do it, we do it the same way David Letterman does it with his top 10 list. We go from bottom up. Number 7 is placing your logo, business name, address, etc. above the headline. Big mistake. Big, big mistake. So Infusionsoft, we got our Infusionsoft boys back there in the back of the room. Okay. So we are doing a separate mailing with Infusionsoft right now. So anyway, so I wrote this letter to go with, out with a mailing to the Info Infusion people, the 600 people that they got that are not Glaser County members, and I sent it, I wrote this, I wrote it from Clay in Clay's voice, Clay's the president of Infusion, and I sent it to them to put it on their stationery. And this is what I got back. I got Infusionsoft up at the top. So when I got that back, I made it into this. I put Infusionsoft at the bottom. Now, look at this. Do I want Infusionsoft messing with my headline or do I want to put my headline up top and putting Infusionsoft on the bottom? I definitely don't want their name messing up with my headline. Believe me, if every Infusionsoft user who responds to this letter before June 30th will receive and has all this stuff they'll receive, if people are interested in this, they're going to look at the bottom of the letter to see who sent it to me. So you do not want to ever put your logos on the top of these letters. You want to always make sure you put them on the bottom of your letter. You'll never see a letter coming out from Glaser Kennedy with our name on the top of it. That's a huge mistake you want to use. That's a big copywriting kryptonite. Number 6 is failure to tell your entire story. So like in Scott's case, Scott Manning, He told a story how he became the independent business advisor in Indiana. Indiana, right? Indiana, right? And also he also created his own marketing consulting division that he runs with that, okay? How often should he tell that story? Every time he communicates he should be telling the story. The same way that I am tired of telling the Superman story, And I am tired of telling the damn story. And the same way I'm tired of telling the story about how I first met Dan Kennedy at a Peter Loewe seminar and how I invited him to go out to dinner with me one night when he came to Baltimore. I've told that story for years. But when I'm looking to sell something, I tell that story every time. And we all get tired of our stories. And the biggest problem some of us have is that we think that if we're going to communicate with somebody who we've already done business with, that they know our story. Big mistake to think that people remember our story. So you should be repeating your story over and over and over again. Number 5, blank space. I love this one. This is what— I mean, I used to fall prey to this crap, by the way, when before I like learned this stuff. So they used to come in and see me from the Baltimore Sun papers, our big newspaper here.. And they used to look at my ads and said, "Bill, you got too much stuff in your ads. You got to have some blank space so that the copy can air out." Has anybody ever heard that from any average— Yeah, the copy can air out. Huh? Let it breathe. Yeah, right. Let it breathe. Well, you know, what does Kennedy say? Last time he looked, blank space didn't sell anything. All right? What's the default for blank space? If you got any blank space in here, what's the default? Testimonials. Okay. And don't forget about the fact that oftentimes there's blank space in places that you don't realize there's blank space. So like the back of your sales letter. So if you send out a sales letter and if you send out an order form even, an order form. The back of it, all blank space. Load it up with testimonials if you got nothing else to say. The backs of your envelopes. If you put copy on the front of your envelope and you are letting people know that this is now a business sending a business something that's trying to sell them something, well, you've already tipped your hand. You've shown your cards. You might as well use the backs of your envelopes to also fill that up with additional copy. The default mechanism always is Testimonials. The backs of coupons. Usually when people send them out, they're blank. Fill them up with testimonials. I saw— where's Dean? Dean Killeback, you're in the room? Good. Dean's in the room. So these guys, they're doing really good work out there in Michigan. As soon as Dean gets rid of his renegade partner, we'll do even better. But no, that's not true. But one of the things that these guys did, which was really smart, is they have guest passes that they send out in all their mailings. Now, most of our IBAs, when they send out guest passes, the backs of their guest passes are blank. I saw his stuff. What did you put on the backs of your guest passes? A map. It's a map to where to go to the meeting. It's a nice map that gets you right to the meeting. Smart use of space is anytime you have blank space, look to how can I use it smart. Okay. Number 4, and we talked about this before when we talked about seminars, but this is true in all your marketing, is underestimating the difficulty of the task. So when you're looking at, looking at getting a desired result, do not underestimate the difficulty of the task. One of the best ways to use this as a guide to get you started in understanding the difficulty of the task is to actually— let's pick on Nate. Go ahead, Nate. Go ahead up there. Go ahead. Listen, the many times you've said stuff that embarrassed me, I couldn't— I can't begin to get even with you. Okay. So you guys right now are in the business of selling a product and then putting people into coaching, right? Yes. And for the tax preparation industry. Yes. What is— and Well, let's try this. Let's start off with this approach. What is a— what do you call them, a member? What is a member worth to you? In one year, $4,000. Okay. Member's worth $4,000 in one year. So when you figure out— In our new model. In your new model. Yeah. Right. What was a member worth to you in your old model? $1,300. Okay. Better model. Well, you're like ahead of the class now. So $4,000 is better than $1,300. Very good. So, okay, so my question— here's my question to you is, what are you willing to spend to get a $4,000 customer? $4,000. All right, well, that's what you think I want you to say. Okay, but what do you really want to say? Yeah, um, per lead or per sale? What am I willing to spend to get a $4,000— that's going to make Nate Haggerty happy? Probably $500. $500. Now, when you're putting together your campaign to make this happen, are you thinking in terms of, I'm willing to spend $500 a customer? Not really. Probably not. You're looking at, well, I'll write a sales letter, I'll send it out, see what happens. See, but you see, that's good. Thanks. You can sit down. So most people, that's what they do is they say, okay, I'll write a sales letter, I'll send it out, I'll see what happens. Hopefully I'll get a good response. On and on and on. As opposed to really now taking this thing of $500, okay, and now with $500 that's very empowering. I'm willing to spend $500 to get a $4,000 sale. Then doing the math in order to say, okay, if I spent the entire $500 to get this $4,000 sale, how much marketing can I do? Well, now if you look at all this marketing that I can do, you are not underestimating the difficulty of the task. You've got a lot of stuff that you could throw at them. Now, in this particular case, the other thing Nate did that was inaccurate was the fact that he said $500 to get a $4,000 car. He should really be willing to spend more than that. But that's irrelevant for this case. What I'm really saying to you is come up with the number that you're willing to spend. In most cases, you're willing to spend more than you're thinking that you could spend. Now, use that, back that into how much marketing can I get out there. And if we start multiplying this out by, let's say Nate wants to pick up your goal with your new coaching model, how many new members you want to pick up? Goal, 500. So 500 times $500 is $250,000. Am I right? 250. Now, if you now have— and boy, you are shaking a lot now. If you now have, if you now have $250,000 in your marketing campaign to go out and get these 500 people. That's very empowering. It really is very empowering. You probably would never think that way, but that's really the way you got to think is, and by doing so, you cannot, you're now not underestimating the difficulty of the task. You're now being able to, like I told you, in our super conference, get 1,200 people there, 100 hits. 100 hits. Most people when they're doing seminars, how many hits are they sending out? Less than 10? We did 100 hits. Didn't underestimate the difficulty of the task. That's why we had 1,200 people there. Number 3, writing from a me perspective. So you want to go through all your sales copy and wherever possible you want to change all the me's to you and your. You and your. So rewrite the copy so that you're writing to you you're, not me. So writing from me perspective, that's what's— that's if I write from me perspective, that's going to help me. Only thing that people are interested in is how is this going to help them, which is you and your. So everything's got to be you and your. So Gary, you got a new product, you got a sales letter written yet? Go back and do this exercise. This is you and your. 2, not telling the prospect how to take action. Well, this goes back to the point I made before. And this is one of the biggest mistakes I see all the time, and I've talked about it before, is we get them to the red zone but we don't get them over the goal line. Tell them precisely what you want them to do. And number 1, and this without a doubt the number 1 biggest copywriting kryptonite I see all the time, who knows this already because you've seen me say it before, right? Is being boring. You know, they're sending stuff out to me that's just not engaging, it's not interesting, It's boring, which loops back to number 6, is failure to tell your entire story. So telling your story will make your copy infinitely more interesting, because if people now can connect with you and they feel like you are like one of them, the job of getting them to buy something goes— it becomes infinitely easier.

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