6 Advanced Marketing Lessons $100MM Copywriters (Raw Recording)

So just hopped off of a call with members of our community where we have over 300 different marketers, freelancers, solopreneurs, business owners. And every single week we take a moment, usually about two or three hours, and my business partner Mario and I look at people's copy, look at their strategy, look at their funnels, and just give our overall feedback. It is by far one of the best possible ways to get better at anything. Whether that's copy or marketing or literally just life is getting feedback from people who are a little bit more experienced or advanced than you. If you don't know who I am, my name is Luke and myself, I'm a business partner, Mario. We own a coaching mastermind called Genesis, where we have again, over 300 different marketers, copywriters. We help them get better at copy using AI tools and processes. Together we've done over $300 million in revenue for additional clients. And now we go and we teach other people how to do that as well. I just hopped off of that call literally about an hour ago and I took a bunch of different detailed, semi crazy notes, as you'll see in a second, on pretty much all of the most important insights that we pulled from that two hour call. And, and I want to give those back to you. And I think these are going to be really, really helpful. It's across every sort of vertical you can imagine. But if you're interested in going deep on marketing, if you like, like actually deep tactical psychology stuff, this is going to be a really, really good call for you. So without further ado, let's jump right in. Okay, so six key marketing lessons from our weekly certainty calls. We call them certainty calls because that's the intention of the call, is to give marketers, freelancers, solopreneurs, certainty about their marketing. So the first thing we looked at was he's in our community, he is running a low ticket product for himself in order to get clients. And he's also running a sales funnel like a book, a call, VSL for another client. There were a couple of key lessons. So first thing is their sales funnel is working like well, which is why the first word that I have here is scale. Getting booked calls for a super, super low rate. Of course that's low spend and you know it's going to get more expensive as they expand. But it's like, hey, if you are getting those results, like scale, soon as something is working in anything in fucking life, once it's working like turn the gas on that thing, scale, it very, very easy to Get a little bit of progress. I've been guilty of this mistake and kind of coast when really you need to just ramp it up as much as possible. One of the other things too, and this is just sort of general advice, it was less feedback because again, they haven't turned on the gas. So there weren't any real constraints that we talked to. But we did go over some general things, which is with call funnels. And honestly this is true for any kind of marketing which is, you know, basically when you're able to use paid advertising, the main goal, the main thing that you want to do is you want to increase the velocity of education. So when people first see you and they're completely cold, they don't know who you are. Let's just use the example of a business opportunity offer, right? Let's say you're showing people how to make money with X. So by the first time they meet you, they don't know who you are. They may not understand how the business model works, they may not understand what's at stake, they may not understand what they need to do. There's so many key things that they need to understand. And the big plague for people when it comes to sales calls is that people will hop on sales calls and they'll just talk to the salesperson trying to get information and education about what the offer is. And you know, what a lot of smart marketers do and what most people should do is try to use paid advertising. So this is like emails, sms, having your setters do manual work, lots of different stuff to really just get all of that education in a short amount of time as possible. That way by the time they hop on the call one, they have the familiarity of seeing your face in multiple different places and thinking about you, like literally just being in your mind. There's very little space that people have in their attention. So as much as you can capture that space, it's going to make the sale a lot easier. So one thing that we commented on, but the really important thing that we talked to him about was his decision stack and the reason why is because he's been running this low ticket offer a few weeks now. He tried one different offer and we were tweaking some things with him and then he tried a different offer and it's working, it's getting initial results and so we just gave our overall feedback on what the offer was. You know, one thing that I realized, and this has become more clear to me is that many things in life and in business, but we'll Just keep this for Marketing is basically a series of decisions. So let me show you this real quick. This is what I call the seven layered decision stack. This is just an organization of the types of decisions that you make. Say, for example, you're writing copy, but this is for any marketing task. And you can extrapolate this even beyond marketing. But, you know, know, basically you're going to have, let's say you want to write a piece of copy, and let's say it's for your own business. Well, the first thing you're going to want to know is who are you? Seems like weird, but it's like, who are you? Like, what do you want? What do you not want to do? What are you optimizing for? Are you trying to be a billionaire? Are you trying to make $50 million? Are you trying to make $10,000 a month? Trying to make $20,000 a month? Are you trying to work every single hour of the day? You're trying to work 50 hours, you know, 50 hours or something like that, Right. So what are the things that you don't want to do? What's not aligned with your values? What's your skillset? But really it's ultimately what is the life that you want to create? And the gentleman who we were talking to on the call said something funny, kind of tongue in cheek, but it was super, super true and very, very valuable if simple yet practical advice. And he said something along the lines of basically he had done some of this upstream thinking, but not with a lot of clarity. Right. So he's like, yeah, I kind of like thought a little bit about what I want to do, but not really that much. I just went into launching the offer. That's just one of the big mistakes that you can do. There's an old Abe Lincoln quote which is like, if I had to cut down a tree, I'd spend the first whatever hours sharpening the ax. And again, these are like, you know, fables and truisms and cliches at this point, but they're nonetheless, they're so, so, so, so true. Yes, you can overthink a lot. So some people have the problem overthinking or procrastinating, but being really strategic in how you allocate your resources. That's what strategy is. It's about how you allocate your resources, the limited resources you have. So time, money, effort, focus, attention, et cetera, and figuring out what is it that I actually want to do so I then I can allocate those resources. So again, literally it seems simple, but coming down to like literally writing an email for your business, let's say, or for your client's business, it's going to start with who are you? Like, what are you actually trying to accomplish? Once you do that, then you want to move into like overall strategy, vision, offer creation. This is really about value creation and value capture. At the end of the day, that's what business is all about. From there, you want to move into targeting, which is understanding what is your offer. So how can I construct my offer to be as sexy as possible? What is my market, which is basically what are all my competitors doing and people who are around me? What's the sentiment in the market? What's the zeitgeist? What's the conversation on people's mind? What's going on in the news right now? What's the level of sophistication? There's many, many dimensions inside the market. You know, for example, the health market, people respond to things very differently than they would in trading, right? There's different emotions and energies in that market. And then of course, you want to go down to your specific avatar who's going to be the ideal buyer, right? And then usually buyers form in concentric circles. So there's like the core center of your ideal buyer, which is a very, very small percentage ready to buy now in direct response. And that circle just gets wider and wider with less interested people. So the marketing gets harder, the dollar doesn't go as far, but you're able to scale more. So, so that's what the targeting is. Then you're going to move into messaging. Okay? And by the way, remember, these are all stacks of decisions. Like, this may seem very basic, but I promise you, this is the most important lesson probably in this entire video is to conceptualize and have a mental model for how these decisions work to and what you're actually doing when you're doing marketing. And once you understand this makes everything easy. Because it's like if you don't know who you are, you can spend your whole life optimizing for the wrong thing, right? If you want to be a flute player and you're trying to write, you know, copy, it does not matter how good your emails are, you're never going to meet your goals because what you actually want to do is play the fucking flute versus be an email copywriter. That's a silly example, but you'd be surprised. And I guarantee you watching this right now, maybe you even think, oh, that's not me. But if you, it probably is. You. And it's probably me too, right? There's layers and always more clarity we can have on who we are and what we actually desire versus what we're trying to pretend we want because of what other people want. That may sound philosophical and woo woo and mindset ish, but like that's what all of this boils down to. This is the most important stuff. Then we go into another layer which is the value creation. It's like if you're trying to market a product and it's shitty if you're just not actually creating value. Do you know how much upstream effort you have to put in everything? You're trying to make content about something and you don't have conviction. You're hopping a sales call, you don't have conviction. So actually figuring out how can I create value and capture value? Because again, a business needs both things working. You need to know how to create value and you need to know how to capture value at the same time to stay motivated and just to have an actual business entity and ecosystem. But if you don't figure these things out, everything else come downstream becomes super, super, super, super hard. And again then the targeting, are you targeting the right person? Is your offer done right? Are you actually responding to the market? We'll talk about some examples on here in just a second. This stuff is so, so key. And then there's the messaging, then we go into the assets, the creative and the optimization. Again, I could do it like six hour long training on all of these. I have done six hour long training literally on just this one component right here. It was 10 hours long. Right. And it wasn't even complete. So this is very, very thorough. But once you conceptualize and understand that you're making a series of decisions, it becomes super, super clear what you're actually up to and why. It does not make that much sense to try to focus on specific words and lines and copy when, when all of this stuff is broken. So the advice that I gave to this gentleman was like, hey, just keep testing what you're running. But for next feedback, call, bring a document with all of your thoughts. Talk to AI about it. Right? AI is an amazing copilot for making these decisions. That's what we do inside of Genesis. We build bots that help make these decisions faster and better for you. And then basically bring that and we'll look at all the things that you're up to. We'll look at the value you want to create and the offer you want to create. That way we don't have to flip flop back and forth and we can actually be strategic with where we're putting our time and our focus. Okay, there's a quote here which is what is used to be easy is now automated. What used to be hard is now easy, and what used to be impossible is the new hard. This is the CEO of Fiverr talking about AI. And I put this here because I do believe this is true, that basically the responsibility and what's expected output in terms of quality and quantity has just gone up exponentially, right? With AI, especially as expectations adjust to that. Okay? And so understanding all of these decisions, many times, you know, it's not going to be enough just to write email copy. You may need to write different types of copy at better, higher quality. And you may need to understand all of these other things along the decision stack as well. And that's why I put that there. The next thing that we looked at was a gentleman who owns a golf email list and his basic question was like, hey, I came up with an idea where basically I'm going to go and test out a bunch of products, right? He works with older demographic. That's kind of his hook. I'm going to go and I'm going to test a bunch of different products and then I'm going to see which parts work and which parts don't work. Like, what do you think about this? Et cetera. And my first instinct went to test this. Okay, now there's interesting between testing and decision making, right? Because people talk about this a lot like just test it or don't test it or whatever. So when it comes to, if we understand that all the marketing that we're doing is making a series of quality decisions, then it becomes really, really clear what all of these frameworks that we learn and what testing means. A framework is just a mental model to help you make better decisions, okay? And then testing is just ways to validate those decisions, right? And in the same way that decisions up here are way more important than decisions down here. Not to say that these are not important, but if these are wrong, these don't really matter. It's like you have to get all of these right in order to have the privilege of even working on these decisions. The same thing is true for testing. You don't have unlimited bandwidth for the types of tests that you can run, even split tests, it takes money, it's costly to test, etc. So it's both. It's like you need to be very thoughtful about what tests that you're doing. And you want to test things that are higher up here typically. And at the same time, you want your decision frameworks to be really, really strong so you can mitigate the types of tests that you need to do. Because if you can just copy what other people have learned through testing, then you don't need to test it for yourself and waste that time and money. Okay? However, in this case, he's like, I have this idea and the first thing that my mind goes to is, what's the cost and what's the downside? If you have an email list and you can just send an email, it doesn't cost you anything. It maybe cost you a little bit of time and a little bit of focus, but not much, right? You can write a good email in five to 10 minutes, especially with AI, maybe it takes a little bit longer if you want to polish it up, but it doesn't take that long. And you can test it. So if your idea is like, I want to see if this idea is good for a product. Test it, test it, test it, test it. One of the reasons, the best reasons to do content that, you know, I've been more consistent making content lately. And I got this from Greg Eisenberg, something that I read from him, and I think he was basically talking about doing this like crazy volume of content, doing content, making videos every single day. And it was not for the reason necessarily. Growing the audience. That's almost like a byproduct, although it's also very important. But the main goal was he was saying, you develop an intuition for your market. And I just, like, that really clicked for me and I've seen it to be so true. When I write daily emails, like to my list or I make YouTube videos, I see the feedback. I see what videos people like, I see what videos people buy from, I see what conversations get sparked. I see people who reply to my emails, I see people who tell me that, like, I'm dumb. I wrote an email today and someone was like, you know, what the fuck was that? It was basically you just farting or something like that. Which, you know, to be fair, maybe it's a troll. But I also think there was valid feedback. And I was like, you know what? I wasn't actually that tactical. It was a little bit more wishy washy, inspirational. And so that gave me feedback. And, you know, that's going to, that's going to come into me until eventually it's going to be like, I'm going to have such an intuition for the people that I'm Talking to that I don't have to think about this, like my, my quality and the words that I say and everything is just going to be so coupled because I'm getting that, such a fast feedback loop. And so that's what I recommended to him was like, you'll know if an idea is good because people will respond. Like, you'll know when an idea is hot. So when there's no downside to testing in terms of time, effort, money, whatever, like, it definitely makes sense to test that because I don't care how good your frameworks are or how smart you are. Human nature is very, very weird. And there's so many variables that go into things, it's super hard to predict. That's why I don't like, like I love frameworks and models and everything more than almost anybody I know, but I don't put all of my confidence in them because I've seen counter examples so many, so many times. Okay, so in my, in his case, I told him to just test. That was the main, actually the main feedback from it was like, here's a question. And it's like, I have an idea, I want to see if it works. Okay. Like, how much does it cost to test it in terms of effort, resources, time, money, focus? Doesn't take that much to test it. Right? It's not even worth really thinking or debating because you'll get such, such more feedback just doing that. Okay, the next thing we talked about was a trading vsl and the person wanted to beat the vsl. And so one of the first things that I did was I went to the bot. So inside of Genesis, our coaching community, we have a bunch of bots, 40 plus bots. We're building about 10 bots new every single month for everything along this decision stack. So again, bots that will do your mechanism, bots that will write your hooks, bots that will give you copy blocks, bots that will write VSLs, ad creative, etc. And again, one last thing. Let me just say you can use AI to write emails. Like it's very, very easy. Just find good emails. You, like, put it into Claude and say, write me an email like this. Like that's literally the whole secret. We have a bunch more different tweaks on things that we do. But like, that'll get you a pretty far amount of the way there. However, if none of this stuff is figured out, your email, it could still be dog, right? It doesn't matter if it sounds good or has the right language. Most of this stuff is Broken. So we build bots along the entire decision stack. All, all the way from who you are to the value you want to create, to the offer you want to create, the market, the avatar. And try to go as detailed as possible to help you again, make those decisions faster and higher quality decisions. Okay, so that's what we do. Now, one of the bots that I use was something called the reverse brief bot. And what the reverse brief bot does is it takes a VSL or any piece of copy and it extracts all of the beats. If you don't know what a marketing beat is, there's a video on this channel somewhere. I think it's like million dollars, something about marketing beats. You can watch that. Okay. And you can see that I put the beats down here in terms of the types of assets. Okay. A beat is just a point. It's like the story talking about different products, whatever gets a little bit nerdy. But there's specific beats. So when I'm going to beat a VSL, and I've beaten many VSLs, the famous one was a joint VSL, had already done $50 million in volume and the business owner could not beat this vsl. And he basically tasked me to be like, hey, let's see if you could beat it. And I went in there and there were a lot of copywriters in there and I saw all of their drafts and nobody was able to beat this thing. There were, there were like maybe four or five different attempts, including many from the business owner himself. And so I went to work and unfortunately I was able to beat it. That's probably a mixture of luck and a mixture of skill and a mixture of having the right angles and right place, right time. However, one of the things that I use to do that and to beat other control VSLs is use a reverse beat map. So what does that mean? It means I take a piece of copy and I pull out all of the different beats to see what is missing. So for example, I know that I can make a VSL a lot better if I use something called a ump trigger. What is the ump trigger? Again, I have a whole video that goes deeper into this. But a ump trigger is just like, you know, typically in a direct response vsl, you're saying most things don't work. Here's the reason why most things don't work, called the unique mechanism of the problem. Now, a ump trigger is basically the trigger moment that allows you to discover why most these things don't work. Typically, it's a story or maybe you meet some sort of authority figure, or maybe you read a scientific paper, or maybe you just have a really unique, interesting, like perfect perspective and worldview and a unique line of questioning. Maybe you use a paradoxical question, et cetera. There's many, many examples of this. And what that does is it adds believability because you're basically trying to argue the fact that you figured out the real reason behind the problem that other people for centuries even haven't figured out. So it's like, why would I believe that you were able to just pull this out of your ass? It doesn't even matter how much credibility you have. But if you make a plausible story for like, oh, you know, I was reading a book that nobody has read for thousands of years, right? Or I have a background that nobody else can replicate, or I met some figure who's a complete expert in this field and he helped me figure this problem out, then it adds more plausibility and believability, okay? And there's again, there's like 22 different beats. So if you can just make the beats better and add in missing ones, typically you can beat the vsl. So when I was looking at this gentleman's vsl, I took the old one, I popped it in there, and I saw I was missing all of these beats. Then I put in his control one and had all of the beats that were in there. And I was like, okay, already I know that your VSL is much, much, much, much stronger. Okay? So that's the first thing that I went to focus on. The second thing I went to focus on again, because we're talking about the decision stack, right? I didn't even read the copy. Like, this is the biggest lesson from this was that my business partner and I literally spent 20 minutes talking about his market and talking about the assets and angles before we even looked at his copy. And he wanted us to look at his copy, which is the funniest thing in the world. Because, like, we've been doing this for so long. I think today we're almost close to 500 different reviews just in this program. And we've done it for other programs and we have another program. So it's like we have done at least a thousand together, like reviewing people's copy. And it's very time intensive and brain intensive. But you know, most people, when they look at copies, they're looking at the words, fix this word, Fix this word. But it's like, none of that stuff matters if you don't look again, upstream that's the theme of this entire talk. You have to look upstream. So my point is, the first thing I looked at were all the beats. He had the beats. Cool. The second thing that I started to look at was the opening. I wanted to look at the headline and I wanted to look at not even the headline. I wanted to look at the opening. What we call micro leads, right? Because again, more people are going to see the beginning of your VSL than they're going to see the middle of vsl, because things are going to fall off. That's a bigger leverage point. If I can get your opening really, really solid, then I know everything else can work. And when I told him he only had one opening, one micro lead, I said, bro, you need to have like four or five of these microleads. The reason why is when the person goes to film the vsl, it doesn't take that much longer to film like a 20 to 30 to 1 minute long opening as a micro lead. And now you have that asset already to test. Okay? So it's not taking a lot of time. You still got to spend the traffic to figure it out. But now you have testing assets at a really high leverage piece of copy. So super, super, super, super important. And you want to try completely different angles. Okay? That was one of the first things that I told him. And I think the question that he had was something like, what if you could get this result? It was kind of boring. It was kind of just like, what if you could get this promise without using this constraint? Which is fine, but like, questions like that, they fall so flat. That's why we use a list of rhetorical frames. We have 58 rhetorical frames that we teach inside of Genesis. Things like paradoxical questions. So that's what I told them. I said, go find some paradoxical questions. And I gave them a bot again to help them find the paradoxical questions. And then there could be other things. Like, you know, you can ask a quiz, like, what's what's better for making money? Is it like bonds? Or is it like this? You know, whatever. These little, like, mental things, they're like little mental snacks for people. I hate the word snacks, but for whatever reason I wanted to use it. It's like little mental snacks for people. It's tasty, it's quick, it's consumable, and it draws them into the copy versus just kind of a boring generic question. The other thing is that he basically had like, this was. The key lesson is, again, we spent so much time just asking this guy about his market. Because he had a market sheet. We were, like, really interrogating him because we're like, is this actually who's buying this product, or is this what the client wants you to do? If you're a freelancer, you've probably been through this game. And it's really important to understand clients, especially if they're not marketers are going to have their own opinions and thoughts about who they want to buy their products. But that doesn't mean who's actually buying their product or who they could plausibly even pay the money to get. Okay? So it was this, like, perfect, kind of ideal client, and we really wanted to make sure that the avatar was correct, so we spent time dialing that in. And one thing that I did, I just went and read a bunch of different reviews. There were trustpilot reviews, and they were all really positive. There were a few negative ones from people who never bought the product for whatever reason. But, like, I went through and I read all the positive ones over and over and over again, like, fast. And I'll do this. This is so key. I do this so many times on these calls where someone will have a big forum or discussion or comments or something, and I'll ask the marketer or the writer, I'll be like, how many of these comments did you read? And if they don't tell me that they read all of those comments, I give them a little, like, demerit. Okay? I have to do a little shaming in public in front of them. Because if you're a marketer and you have raw assets of comments from people on a Reddit forum on your product, whatever, if you have onboarding data, if you have sales calls data, if you're doing that and you are not reading every single one of those comments, then you deserve to get replaced by AI. That sounds really, really harsh, but it's like, if you are trying to really do your best and you are being lazy and shortcutting that, then it's like, what are you doing? What are you in this game for? Like, that is the highest, purest quality. It's like, I want to use, like, a cocaine analogy almost, right? I don't know if you can even do that on YouTube, but it's like pure, pure, pure cocaine. Like, the stuff right from the fucking fields. And it's like you're getting this layup of all of this data about your audience and about your prospect, and you're not using it and reading it. It drives me crazy. Especially since you can dump that in AI and get the actual language and the actual patterns. Okay. I used to do this manually. Now I can do it with AI. So my point was, as I read through this, literally just on the call, I read about three pages of these, and instantly I noticed two patterns. The first pattern is how many people said, I had a lump sum of money inside of crypto that was gifted to me or something like that, and I didn't know what to do with it. It was just sitting there. So many comments, at least, like 7 out of 30 said that. The other one was how many people were impressed by the technology that went into it. Right. Just how impressive the technology was. And I looked at the vsl and. And the VSL opened with, like, traditional pain points. And it's not this and it's not that, some basic testimonials, whatever. And it never even got to the main thing that's on these people's minds, which is like, you probably have some sort of lump sum of money that was their ideal client. You have some lump sum of money, it's just sitting there, rotting away, being eaten away by inflation. And, you know, you need to do something with it, but you're scared because you don't actually know what to do. You don't want to invest the time to trade it, but you need something that's proven and reliable. Well, we have this software that was literally built by PhDs and invested over $1 million in developing the software. Right. If that's not the first thing that you're saying, based on the comments and the reviews and everything else, then you're dropping the ball. Everything else is. It's just fluff. Right. And to be fair, the vsl, like I said, that the gentleman is writing to beat the control was actually quite good already, and he was hitting the beat. So we're just trying to optimize it. And so I was looking at the opening, and I knew that if you just push the proof up a little bit higher, that was relevant to them. And. And you really talked about the proprietary stuff, like the stuff that's actually on their mind and who they are much, much, much, much, much more powerful. Okay. Some of the other things that we kind of talked about was like, storytelling. This comes into play. Like, you know, people use stories very generically and like, you know, traditionally, what I've seen is that stories don't work as much now because people's attention span is just not there, and people don't respond to stories as much. However, if you get them to respond to Other things like curiosity and hooks, and you get their attention and interest, then you have permission to go into some of the stories, and that creates a lot of emotion for people. Again, there's tons of nuance in what I just said. That's just a general theme. And we talk about stories like people just know stories. Like, this person was bad and then this happened, and now they're good and look at all of that. But really, you got to think holistically about the story. So, for example, we're looking at our market. So if the market is people who are a little more conservative, they don't want to be gambling, they don't want to be trading. But who's the person who they would want to buy from? Are they going to want to buy from some sort of, like, crypto meme, coin millionaire living in Miami, driving a Bugatti, or are they going to want to buy from someone who's super conservative, doesn't like to gamble, doesn't even like to trade? Super nerdy, but developed this amazing algorithm is like, oh, my God, this thing works so good. Like, let's just use it and, like, really cares about their money and protecting their assets and makes them feel safe. Obviously, it's going to be the latter. So the story that you tell, which, again, is just strategic information that you reveal and strategic information that you hold back, again, not being dishonest or lying, but telling a story, right, to create intrigue and interest and emotion. And so I'm like, all right, this guy's Greek. He's probably from an immigrant background. He can talk about how important the dollar was and how he saw his father, like, was so obsessed with the dollar and would, like, not let him turn the thermostat down or whatever. We slept in. It was. It was hot. I understand the importance of a dollar, right? And I hate gambling and I hate risking things, but I knew the returns on crypto were so good, and I figured this out. Right now you're creating a story that goes deeper than just, like, let me tell a pain story about a. A fictional person or an actual story of a testimonial, but let me tell an entire story of how the product was made and who this person is and the mission that we're on. And fitting those elements together just creates so much emotion. I don't think that's going to make or break your marketing, right? If you have a shitty offer and a shitty product and a shitty audience and you mess up all those other decisions on the decision stack, you're not Going to make up for it with great stories. But great stories are amazing. Amplifiers. And it's the fun part. Once you have done all the other hard work, then you have permission to have fun stories. And that's what we talked about. The other thing too, again, it's so dumb it should not be repeated. But we had this happen twice where I saw a line, a sentence, and I immediately took the sentence. I popped it into Hemingway app and it was postgraduate level. And I'm like, if you're in my community and you're. Especially if you're a copywriter, you need your stuff to be third to fifth grade, reading level. Are there exceptions to this? No, no, there are exceptions, but very, very, very, very few. You need to lower the reading level. Okay. I had this pinned for someone else right here, actually, which is that you need to understand this. Your market is not dumb. Kind of, right? There's like two schools of thought. There's the David Ogilvy school of thought where he's like, your prospect is not an idiot, it's your wife, okay? And I'm like, well, what if your wife is dumb? That's a nice counterfactual, but also not even kidding. The other quote From I think, P.T. barnum, which is, no one has ever lost money underestimating the intelligence of the American public. I might be quoting it wrong, but it's something like that. Okay? Two different kinds of camps. One is like, no, your market's not an idiot, it's just your wife, right? Like, it's just a person. The other one is like, no, people are dumb. And you, you're not going to go broke believing that in those two worlds, I lean more towards the PT Barnum sign, which is making things dumber. And that's because I have a tendency to over complicate things and be a little analytical. I need a good reminder. But here's the thing that many people don't understand. Like, imagine someone who has a perfectly average iq. Like the most average intelligent person that you think of, whether you believe in IQ or not. But just think about the most average intelligent person that you know and then understand. If that is 100 IQ, roughly half of the population is dumber than that person. That's it. Imagine the most average intelligent person that you know and then remember that 50% of the population, roughly, is dumber than that person, okay? And that's not even being mean, it's just being respectful. Not respectful. It's about being honest, right? That's what the statistics say, roughly. The other thing you understand is that people are not giving you their full attention, right? People are taking this shit and they're scrolling Instagram and you know, their husband or their wife is yelling at them and they gotta get their kids and they're trying to think about this and they're like worried about this and stressed about that and not giving full attention. Okay? And then you're trying to put an ad in their face. Who wants to look at an ad? Every single person here is probably skipping ads. Skipping ads, skipping ads. So it's like multiply those three things together. The fact that half the population has an IQ below 100 and they're not giving you their full attention. They're not really like focusing on your thing like it's a paper and they don't even want to read your ad in the first place. Like, do you really think you have a license to be using postgraduate language in your ad or your copy? Like, no, it needs to be dumb. Even if the market is smart, people in general dumb copy to make it easy for them and ease off the cognitive load. And that's the work that the marketer needs to do. Because you can still be intelligent, thoughtful and smart with basic language. But it's a skill, a skill issue. You got to figure out how to do this. And so it is just not acceptable, especially in 2025, to have copy that is exceeding the third to fifth grade rating level. Okay. There can be exceptions, of course, and how you talk about things right now, naturally, when I'm talking here, I'm not talking at a third grade, fifth grade reading level, but this is a little bit different context. So that's one thing that I wanted to put on there. One other lesson that I really want to put, which comes up many, many times, is not using the word but. And here's what I mean by this. Many copywriters will do things like I'm going to tell you about, like in a vsl, I'm going to tell you about this trading system or I'm going to tell you about this new business opportunity. And it does this. And here's all the testimonials. And you don't have to do this and you'll avoid this pain point. But first I need to tell you about Jim Bob. Okay, that little but first, it's not huge, but it is big. Meaning that but first is like a rope. It's like a, like you're driving at 60 miles an hour and you're hitting a speed bump, right? It's just friction. And you, you Spend all this work getting their attention and getting them excited just to hit them with a commercial break inside of your commercial. And the crazy thing is that you just change the wording in the language and it becomes a smooth ride. I think Joseph Sugarman talked about the slippery slope or slippery slide, and that's what you want in your copy. So I could say, for example, hey, there's a new way to make money by selling vending machines, and it's super awesome. And all these people were doing it. You don't have to do any of this. And it's basic and blah, blah, blah, blah. And before you actually understand how important this is, you need to understand what happened to my friend John. Okay, so me saying, but first I need to tell you about John. It's like they don't know who John is. They don't care who John is. They're looking for a reason to not watch your ad, and you're hitting them with a. But first, I have to tell you about this. It's friction. It doesn't feel connected to what you just said. But if I just change that to saying. And in order for you to get the benefit of what I just talked about, it's important for you to understand who John is. Right now. I'm making feel like John, and everything I'm telling you is congruent with all of the stuff that you're invested in. It's very, very subtle. But. But if you do this, like, you know too many times in the copy, you're just gonna kill it. And it just creates an icky feeling for people. All right, the next one is he looked at a health bridge page. It's basically going from an ad to a VSL for a health product. The gentleman who is. Who was doing this is awesome. He literally used to be used to join our calls from his fake bathroom breaks in a porta Potty. Cause he was a construction. But he was just a killer young guy. Really, really talented, and mostly just a hard worker. And he's just hungry. That's really the main thing. And so we were able to land him a role. And he's just absolutely crushing it now with the people that he's working with. And he has a lander that's doing about 50% better than everyone in his pod. These people have been doing it for a long time. These are not schmucks. He's just crushing it. And I'm really, really proud of him. Really, really happy for him. The main lesson that we got from the lander is Most of our feedback was visual, so so much of our feedback was around the colors of the buttons. Don't make the colors like buttons red, because red is literally warning people are averse to that. Make them a different kind of color, right? Something they're familiar with, like a green or porta Potty. Because he was a construction, but he was just a killer young guy. Really, really talented and mostly just a hard worker. And he's just, just hungry. That's really the main thing. And so we were able to land him a role. And he's just absolutely crushing it now with the people that he's working with. And he has a lander that's doing about 50% better than everyone in his pod. These people have been doing it for a long time. These are not schmucks. He's just crushing it. And I'm really, really proud of him. Really, really happy for him. The main lesson that we got from the lander is most of our feedback was visual. So so much of our feedback was around the colors of the buttons. Don't make the colors like buttons red, because red is literally warning people are averse to that. Make them a different kind of color, right? Something they're familiar with, like a green or like an orange or something that they can, they can click on. Then we also talk about, like, arrows, like directing people's attention using visual hierarchy. Things like that are really, really, really, really important. Using like little gifs and motions and things like that you can understand. There's a hierarchy for how people process information. It's like movement first, then brightness, then color, then stuff like that. So just like there's a decision tree hierarchy. There's also a kind of a visual attention hierarchy. It's important to understand that even if you are a copywriter, because so much of this is visual, right? Like I said, most people are not giving you their full intention or not that smart. So you want to make. You want to make your copy congruent. Many people are visual, so make your stuff very, very visual. The other thing is that this was a female market and we really gave him feedback to make sure that he was emphasizing that this was specifically to women. When you have the privilege of working with a very narrow market, you should be doing everything in your power to talk directly to them. Okay, this goes back to what I said before, reading all the comments and the sales calls and using the exact language and mirroring it back to them. But also, you know, beyond that is just always setting the frame of like, hey, this is a conversation Just with us, right? Because many people don't have the privilege. You're marketing to a big group of people. But if you know that these people have a very common. A shared set of experiences, talk to that shared set of experiences. Now, in this case, it's just women versus men, but there's still so much that you can do versus selling a product that goes to both women and men, where you have to talk to both of them, right? Or have separate funnels to talk to each of them. So when you have the privilege of having a female product, like, just talk to them, Talk to them about the things that only women would understand and frustrations that they would understand and feelings that they would have, et cetera. I want to give you an example of one specific line just to show you, like, actual copy changes. So one of the lines was something like, but what if 80% of XYZ problems has nothing to do with genetics? Okay? And I originally, I read that, and I was like, this doesn't really do much for me. One is because, you know, people don't like to process numbers and percentages, especially early on in the copy. It's, you know, you want to be sparing with it. The second part was that, you know, 87%. So people think that you should just always be specific in your copy. Like, specificity is a universal good. But specificity is like a spice, like cayenne pepper or something. Like, you know, if you like spicy food and you like cayenne pepper, like, putting it in your food is probably going to make it better, but you're not going to dump the whole thing in it. It's going to ruin the food. So you need to use specificity very, very tastefully. Specificity is really, really good for additional proof. Meaning, like, if I'm citing a scientific study to you, and I'm like, I don't know, like, 75% of people, 70% of people got better. But if I'm like, 76.6% of people got better, it's like, wow. The fact that I was able to have that much specificity just shows you that this is true because of how focused I was. Okay? But you need to be thoughtful about when you use it, okay? And there's some elasticity in 87%. So I was like, let's change this to, instead of 87%, nearly 9 out of 10 people. 9 out of 10 people. 9out of 10 people sounds like more than 87%. We're just rounding up. And if I say nearly 9 out of 10 it's still true, and it makes it more concrete. 9 out of 10 feels like almost everybody. Because 9 out of 10, I'm like, I round up to basically everyone. 10, right. But 87% still gives me some wiggle room. So the specificity is working against you in this case. And then just add a line where there was proof. Just say, but studies have shown, right? Or scientists have shown, or this research institute showed that for nine out of 10 people, it's never the case. If you just say, but what if 80% of the people. You're not giving me any reason to believe this. You're just asking this random question. I don't even know where you're getting this number from. So that's really important. My business partner said, well, what if you just reverse it and say, but studies show that this is true for only 1 out of 10 people. Okay. Which is another way to make this work. Cool. The other thing is that depending on the market, sometimes you want a big enemy. Not all markets respond to this, but many markets do. There's this Blair Warren quote about, about dark psychology. People do anything for those who encourage their dreams, justify the failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies. Right. And I advocate for being responsible with your marketing. You don't want to manipulate people. But there is a lot of truth behind this quote. And so in copy, a lot of times people talk about a big enemy, billion dollar industry, right? Big pharma, things like that. Like people will use those common enemies, and those are really, really good. My only thing is, you want to make it believable as much as possible. You want to make it as believable as possible when you have this big enemy. So you can sort of start to layer in your enemies. So one of the things that I would do sometimes is, like, if I were trying to, you know, paint the picture of this enemy, what I would do is I would kind of leave it as an idea inside the prospect's mind. I would say things like, look at all this data. Like, this happens and this happens and this happened. And like, am I saying that they're trying to manipulate and do all this? Like, I don't know, to be honest, but look at all the data that suggest it. And just considering how much the profit incentive would be there, it makes sense to see that, you know, at the very least, they're probably not paying it enough attention. And at the most, somebody's manipulating and doing whatever. Right? I'm. I'm using a little bit of possibility, like, maybe. And because if you're too certain about certain things, like, yes, there's this big, dark enemy. There's gonna be a certain population or a certain percentage of your market who are gonna resonate with that, A certain percentage who will be neutral, and you're gonna get a certain percentage who are gonna be like, ooh, like, I don't really believe this person. Like, that sounds like too much. This person's a conspiracy theorist. Right? But if you just add a little bit of possibility, saying things like, but maybe, or, you know, maybe this is true, or, I don't know. You. You tell me if this is true, then you capture everyone, right? The ones who are skeptical and don't believe it would be like, all right, you know, maybe I'll consider it. And the ones who do believe it are gonna be like, yes, that's absolutely true. Okay, so it's about kind of playing those games, and then one of the last ones, too, that you can just do. We kind of talked about this already. Is creating a perspective of one. That's really all that positioning is about. Positioning is about how can I put myself at the. Of the top of the pyramid? And if you can't beat them, don't join them. If you can't beat them, just play a new game. That's really what positioning is all about. Okay, so it's like, if I can't, you know, if I can't say that I'm best, then maybe I can say I am the hardest working, right? Or whatever. Like, you're repositioning yourself as the top in some sort of other category, and then people just want to work with the mostest, the bestest, the est. They want to work with the only est. They want to. To work with those ones. Okay? So you can make a new category of one, and you can also do this with your spokesperson. Okay? And that's what positioning is as well. You want to position yourself not just as, like, oh, I'm a spokesperson with credibility, but, like, I'm the only one who could possibly solve this problem given my unique set of traits and experiences and access and resources, et cetera. Again, obviously, within reason and truth. But one thing, for example, that I could say is, like, hey, there's many people that are teaching you copy, but I guarantee there's not many people who are teaching you copyright who are as analytical and autistic as. As I am. Right? And I say that respectfully. Or like people who were SAT tutors. Right? So I'm an SAT tutor before I was a copywriter, I would literally break down these tests 500 pages or whatever. There's nobody more analytical than me than when it comes to breaking down copy. So if you want to learn from copy, I'm the most analytical. Whatever. Right. Or many people are selling AI bots, but I believe that our bots make the most money for people because we understand copy and marketing on a deep, deep level. So now when I talk about my bots, I don't just say get our AI bots. I say these are the most profitable bots on the Internet. And I think that that's very, very true. I can back it up right now. Maybe somebody, you know, could dispute that, whatever. But I can point to literally hundreds of thousands of millions of dollars, like for real, with screenshots, testimonials, and proof that that's what these bots have made. And that's good positioning. Okay. Creating a perspective of one. And so you can do that with your prospect as well. Just find the unique traits and characteristics and experiences of them that made them the only person who could possibly have the solution for the. The audience. Okay, we're almost done. Thanks for sticking through. This is way longer than I thought it would be. I thought It'd be a 10 minute video, but we're at minute 40 already. Let's talk about this. The next one is the E Comm Device product page. Again, there were issues on the reading level. I had to call this person out and shame them because we have to fix the reading level. The other thing was differentiation. You always want to put your differentiation higher. So differentiation is very similar to positioning. Whatever your mechanism is, you always want to front load that early on because people are so saturated with different products that they don't instantly understand that you have something different, that you're at least attempted to have something different. You're dead in the water for this specific product. It was a product where the pain was not for the person, it was for somebody else. And let me actually just pause this. I'm going to show you something real quick. Okay. The first thing I want to show you is this is what the inside of Genesis looks like with tons of different bots. One of the bots that we have is what's called the Build a Buyer, where all you do is put in information about your market and your audience and it creates this really detailed buyer report. Many people have used this to land clients and have sold these buyer reports, etc. They're very, very, very, very powerful. And it goes quite deep. Right. This is Literally just one level. We have about 10 different levels of understanding your avatar and literally, like I said, A 10 hour long training that's inside of Genesis where we just talked about all this and people really, really love it. If you want to understand how to understand your market and avatar better, that's the one of the best trainings you could possibly do. Yeah, so what I'm going to do actually is I'm going to take this and now I'm going to pop this into a separate bot. So this is actually part two of our deeper process. And what this is is what's called the pain matrix. And one thing you need to understand is that not all pain is the same. Everyone knows in your market you want to talk about problems, you want to talk about pain. Many people assume that all pain is the same. But just like with anything, you can analyze the dimensions, right? So it's like me saying all shapes are the same, right? Or all these like, you know, blocks are the same of dimensions, different shapes, but it's not true. They have different sizes, different colors, different dimensions, et cetera. And so what we did is basically map out a bunch of the different dimensions that are inside of pain. Things like psychological, causal clarity, visibility, many, many other dimensions. And what it will do is it will give you a summary, right, of how to talk to this person's pain in a unique way for a long time. It used to take a lot of experience and people would have to kind of use trial and error before they understood this or forget these things. This helps you to make that decision better. This market represents a highly emotional, frequent, urgent problem with low perceived control. This is snoring, by the way. The high emotional intensity means we must be very thoughtful and empathetic to avoid triggering a sensitive issue while being careful not to invalidate the prospect's pain. That's all fine. This is the part that I want to focus on. Since this affects both self and others, we should highlight the deep connection the prospect has to the other and rely on reciprocity to drive action. This is so, so, so, so key. If you sold a snoring device before, you realize like some of this is actually not, not 100% true because I was doing this in a, in a fast way or it's less true than this. The most important thing about pain is like if I'm sleeping and snoring, it doesn't really matter. I might be worried about my health or other issues, but it's really easy to ignore that stuff. But if I'm there and My wife doesn't want to sleep in the same room with me, or she's literally thinking about leaving me or whatever. Or I'm the wife, and I'm frustrated at the husband. That's the dynamic. That's the urgent pain that's driving. Driving this process. So you need to put that stuff as much as possible everywhere. It needs to be woven in throughout all of the copy. So that was one of the most important things for this ecom device. And the last thing was an upsell script for a relationship product. So if you know anything about upsells, Upsells are very, very powerful. I think hormozi is coming out with a book called money models, where he's going to talk about upsells. And so figuring out how to sell up position upsells are really important. So upsells is typically, you need to understand that every problem has a solution, and every solution creates a new problem. And again, you know, you could look at, like, if you buy a car, it had a problem. I couldn't walk somewhere. Now I have a solution. I have a car. But it's like, now I have a new problem. I gotta get these tires. I gotta get gas. I gotta get insurance. I gotta get this. I gotta get, you know, whatever. I gotta wash my car. It's creating all these new problems, and that's just the natural progression of life. Okay? Solution equals more problems. Now, upsells are really, really important, because what you should do in an upsell, again, depends on the context. But you want to do a couple things. One, you want to eliminate buyer remorse. If you immediately buy something, and then someone tries to sell you something else, you're gonna feel like, what the fuck? Like, I just bought something, and I just had to make a decision to buy something. And now I feel, like, you know, like, bad about that decision. So typically, the way upsells work, there's many, many different ways to do it. But typically, upsells work in the way of, like, hey, like, awesome job. Like, you really just made a great decision. I'm super happy for you. Amazing. And, you know, your order is being ready. I want to tell you about something important. And then you introduce the new problem, and you have to do it in a way that makes them feel good about their purchase and then makes them see the new problem so they're ready to buy. In this case, the original upsell was like a book to a course, which is a horrible idea, because you typically want your upsell to be more of what they already bought. Because if they already bought it and chances are they probably want more of it, right? They've already shown that they like it. It could be done for you, right? So like, if you bought like ad templates, I'll just write the ads for you. It could be like, here's how to make your results go faster. It's about, here's how to eliminate xyz, right? So typically, it's about amplifying the original solution as well. So typically, um, the basic idea, you know, the basic feedback I should say that I gave to this individual was to soften the language. Again, this is talking to women. And when you talk to female markets, you want to use softer language. This is hard. This is more the art of copy. You can talk to AI about this and it will do a decent job. But softness is, is a function of like the tone. It's a function of how assumptive you are, right? If I say, for instance, you are going to feel so amazing versus I say, like you, your husband is going to look at you and obsess over you, right? Versus if I say, you know, and chances are after a little bit of time, you're going to find that, you know, maybe even your husband starts just doing this and texting you more and maybe even it feels like he's obsessed with you, right? I'm creating more possibility and softening my certainty. It's very, very, very, very important. The other thing we mentioned is that, you know, typically in direct response, like a lot of times you're trying to give people their cake and eat it too. Like, I don't want to work out and I want to lose fat. Well, here's how you can lose fat without working out, right? It's like as long as you can figure out a way to let people have their cake and eat it too. That's really what a lot of direct response copy is about. And obviously you should have a good product and create real value, right? Because if you create real value and help people get over those, those limitations, then you have something that's awesome. However, there's usually like a greed component and then there's a surface level reason that they may tell themselves or, and then altruistic reason. So this is about making relationships better. Now if you've worked in like female dating relationships and you've seen some of the stuff that is scaled, typically the dominant emotion, the dominant hit is like women want their, their man to be obsessed about her. Okay? Now I'm not saying all women do, and I'm not saying that that's for every level of the market. But in general, it's, you know, they're massive, massive products that have scale, that have proven that women respond to that exact sort of emotion. It's this greed. Like, get your man obsessed with you, right? Now, if you earn permission and you have the right positioning, you can come outright and say, here's how to make your man obsessed with you, right? If you do it correctly. It's an art to do it correctly and not turn people off. However, there's another way to do it, which is like, you're making that promise without being explicit about it. Because some women may not want to admit that that's actually what they want, right? So you can say things like, look, this is all about, like, restoring love to your loveless marriage. That is sort of like a tame. It's not tame, but like, that's an acceptable desire that a woman could have, right? And if. Then you go into. You paint a picture of not just love restored to a loveless marriage, but a man who's absolutely obsessed about his woman, right? You paint that picture. Now she's making the connection in her mind. I'm going to get this person obsessed with me without you having to come out the gate and maybe sort of like offend people or make people feel some type of way by saying, you're going to be obsessed, right? So this is why I said talk to the ego and speak to the ego. Talk to the id. So you're talking to the model, the mindset of the person who has acceptable beliefs. And then you're also talking deeply to the id, which is the deep emotional part. So that's using double talk. Okay. You know, typically when I go on these feedback calls, many times I'll just start to riff copy, and I'll just like go on a section in a tangent. And many people, you know, are impressed by that. It's less impressive than it seems is what I found, because it's like, it's pretty easy to riff one little part of copy when you have to write the entire thing. It's much, much, much, much harder. Right. Writing my own copy is more intensive. I can't just riff it off so easily. But for other people or in certain sections, I could riff off things really, really well. And I practiced doing that. So that's one of the reasons, you know, the gentleman who wrote the script, he had all the right elements. He's very, very good. But just giving him some different reframes of how I would approach these things. And he asked me at the end, he was like, what are you really focused on when you're, like, giving that feedback or making those reframes? And what I told him was I basically working on story, right? Which comes back again to what we talked about. So for this specific upsell, I was like, you know, you want to paint the spokesperson, right, as sort of like this missionary. Like, this guy is so obsessed with helping women restore their relationships because it means so much for him because there's a religion almost behind it, right? Like, marriage is the most sacred bond, and, like, that's the heart of the family, and it's the heart of society. It's the. The smallest society in the world. If you can restore love to. To that one little bit, like, you can really change the world. And I, you know, I watched my family struggle with this, and it means so much to me right now. That's like a missionary story. Then the other one was like, yeah, I gave people this book, and, like, so many women, they just, like, read a couple chapters, and it was just creating this change that people had. And yet there were some women who were getting way better results. And I just, like, I had to figure out why. What were these women doing? Right now you're creating, like, a mystery story, and you just keep going through these stories and these dramatics and whatever. Obviously, again, you want to tell the truth, but there's some embellishment that comes into it in the terms of, like, when you're telling a drama or a story, that's kind of what you're doing. That's the art of it. But people respond to it, and it just flows way, way, way, way better. And then the next question was like, okay, well, how do I write those stories? Are you telling me, like, write stories, whatever? And basically what I told them is, like, there's many different ways to approach copy. Just like there's many ways to approach other things or marketing. You can do it in a very mechanistic sense in terms of, like, let's do things step by step, very procedural, and that will work. And I think when you're learning copy, it's very important to learn structures and templates and frameworks and rules and concepts and things like that, and practice those until you internalize them, right? Just like with anything, like with dance, you want to practice certain steps and patterns and routines, but there does come a time when you have to take the routines off and you have to just feel it in your body. The best dancers feel the music, and it's just in them, and they're able to just dance and go, okay. They're not thinking about these specific patterns, but sometimes you need the patterns as sort of the crutch to start to get those moves in your body. But what I told him was like, hey, in your body, the best dancers feel the music and it's just in them. And they're able to just dance and go, okay. They're not thinking about these specific patterns, but sometimes you need the patterns as sort of the crutch to start to get those moves in your body. But what I told him was like, hey, sometimes you have to just get into the right state to write the copy, right? You just have to get connected, feel like you're talking to those women directly, feel like you're there and just let the energy come out of you. Because that's when you're going to discover sometimes you have to just get into the right state to write the copy, right? You just have to get connected, feel like you're talking to those women directly, feel like you're there and just let the energy come out of you. Because that's when you're going to discover like new ways of saying things and new perspectives that you won't have if you're just thinking your way through it. With AI, I do this in a very interesting way. I am very procedural. So again, going back to like our decision tree. I go through all of these processes in a procedure like new ways of saying things and new perspectives that you won't have if you're just thinking your way through it. With AI, I do this in a very interesting way. I am very procedural. So again, going back to like our decision tree, I go through all of these processes in a procedural manner. I have a bot to get my offer, a bot from a market, a bot for my avatar. I have a bot for the positioning. I have a bot for mechanisms, bot for Big Idea. I assemble all these things together, then I get my hooks, I get bots for this, bots for that. I assemble all my details. Then I have bots for all of this, all drill manner. I have a bot to get my offer, a bot from a market, a bot for my avatar. I have a bot for the positioning. I have a bot for mechanisms, bot for Big Idea, write everything together. It's very, very procedural. And I'm using AI and my own intuition along the way. But then like, let's say for example, I write a VSL and I'll write it perfectly in the sense of like, I made all these decisions, I thought through it with the bots. And I have my first draft of the VSL for many people. Trust me, when you use these bots, they're better than like, 99% of what people can do. And that's. I assemble all these things together, then I get my hooks, I got bots for this, bots for that. I assemble all my details, then I have bots for all of this. That's me gassing myself up and gassing up our product. But, like, it's just fucking true, right? The amount of work and the amount of results people have gotten. Anyways, let's write everything together. It's very, very procedural, and I'm using AI and my own intuition along the way. But then, like, let's say, for example, I write a vsl and I'll write it perfectly in the sense of, like, I. I'd made all these decisions, I thought through it with the bots, and I have my first draft of the vsl for many people. Trust me, when you use these bots, they're better than like, 99% of what people can do. That's me gassing myself up and gassing up our product. But, like, it's just fucking true, right? The amount of work and the amount of results people have gotten. Anyways, let's not go there. My point is, I'm still not content with that. I feel like I got to like, 80, 85% of the way there. And I still want to make it better, right? And I want to add something that's new. I don't want to just do something that's procedural and mechanical. Although sometimes that's the way to go. So what I'll do is I'll just take a section of the copy, I'll read it, and I'll internalize it, and. And then I'll just turn on my mic and I'll just speak, right? And I use like a transcription, whisper flow, and I'll just speak and just, like, I'll get into it and I'll go back and forth and I'll try different angles and I'll feel the emotion. And very, very often I'll have a line or a perspective or an idea that I'm like, wow, I didn't even know where that came from. I don't even know why I'm saying this. It just feels like the right thing to say. Whatever. Then I'll take all of that and I'll take my original mechanical script and I'll just tell AI in this, in the bot that's already trained, I'll say hey, here's me kind of riffing on this. Here's the parts that I like or don't like. Can you find a way to filter this into the structure? So this is a way for me to use mechanical, methodical, step by step workflows and also some of the magical, mystical like connecting to source or whatever to get my copy there. The blend of those two is really, really powerful. And then I turn on my editing mind and I just edit everything to make sure it's all seamless together. I think that's the last thing on there. So just to summarize, we talked about overall, check your reading level. One other thing that we didn't mention is one thing versus three things. A couple of the mechanisms you talked about were three part mechanisms. And I have just always found that three part mechanisms don't work. Many people like them because it's like it's a very, very classic mechanism. And again it has worked. Like for example, collagen market is a great example. But many people go to like, well the reason it didn't work is because there's actually three causes, not one causes and you have to fix all three causes. It's a very, very like sort of generic mechanism and I don't love it because again people are very simple. So, so one problem, one solution, even if it is multi, like variate, like there are many different causes and whatever, you can even talk about those different causes. But there should be one main problem in solution that's the dominant thing that you talk about. And then everything else is sort of secondary to that. Then we talked about the seven layer decision stack. I don't think I need to belabor that. Talk about market intimacy. You must read your comments, listen to sales calls and talk to your people. It's so, so valuable even in the age of AI. Like you need that stuff. Use it, make it visual and make it sexy. We kind of talked about how visual things need to be understanding what pain that you're talking to. Not all pain is created equal. Using tools like the pain matrix which I showed you a little bit more or just thinking more deeply about the pain is going to be very, very important. Soften your copy and tell stories. Which is that last little upsell conversation I had. That's all I have. If you like this, like put a comment below if you want me to do more videos like this. Because we do these calls again two, three hours every single Thursday, every week. I have tons and tons and tons of this stuff. And below, if you opt into the email list or even just click the link below. There's an option for you to submit copy that I will review on this channel and yes it may be intimidating but if you want me to leave it anonymous I can leave it anonymous and I promise you getting feedback a second pair of eyes is the fastest way to grow and I am hungry and greedy for your copy to review because then I can actually show the copy like this. You know for this one out of respect for people I can only talk about it but I can actually go deep and show you the breakdowns of copy when you guys submit it and there's a couple other products and things that you can can check out there. So thank you so much for your time and attention. Hope this is valuable. Peace. Let's not go there. My point is I'm still not content with that. I feel like I got to like 80, 85% of the way there and I still want to make it better right And.