The Myth Of One And Done

I’ll admit, I was lured into marketing, and more specifically copywriting, because of a fascination with the concept of “one and done.”

Who wants a job, right?

Just set up searchable pages which offer your own or an affiliate product, connect them to your PayPal account and watch the money roll in.

The reality however is FAR DIFFERENT.

What I didn’t realize was…

1) the sheer amount of effort required to put to a converting offer together, and…

2) ongoing maintenance, optimization as well as compliance with social media platforms

3) and the constant need for traffic.

And not just any kind of traffic…

We need targeted traffic, don’t we?

And paid or free, that takes work.

Make no mistake, optimization, maintenance and traffic are an ongoing affair.

And even if you think things are “dialed in”, the market is always in flux.

For instance: we’ve all heard how autoplay videos convert better than play to click videos.

And I tested this years ago on an offer and that was indeed the case.

But something peculiar happened recently.

As a lark, I retested the same thing recently on the same offer, and guess what?

Autoplay videos lost. And the margin was significant.

Clickable videos won, hands down. By as much as 35%.

I was blown away.

When you’re playing with paid traffic, that’s significant.

My point is if you have a converting offer, you’re never sitting on your hands.

And if you have MULTIPLE offers that are converting, you’re always keeping the wheels on the bus.

So my coaching today, is to put some muscle into your offer every step of the way.

Don’t get complacent. Otherwise, it’ll eventually suffer a slow death as it silently slips into obscurity.

And when your offer does start converting, don’t let up on the gas, ok?

And put the one-and-done myth behind you, like I did.

Talk soon,

Matt

10 Things Your Copywriter Is Dying to Hear You Say

Copywriters crave more than just a pay-check from you. They want to feel valued, appreciated and respected as well.

Here are 10 rather easy ways to do it…

  1. 1. “I just PayPaled you funds. It’s a lot, but man, you crushed it. Keep up the great work.”

Of course, it’s about the money.

Always has, always will be.

However. IF you want to get the best out of your copywriter, it’s important to appreciate they are inspired when they are personally acknowledged.

Heap on the praise privately, and your copywriter will sing your products praises publicly.

  1. “We have another project for you.”

Talk can be cheap, but when it’s followed up with the opportunity to be part of a new project, watch how he/she ratchets up their copy.

It’s an indirect way of getting best efforts out of your copywriter and boosting conversions.

  1. “What can we do to help you knock it out of the park?”

Copywriters sometimes feel alone in their endeavor to lift your sales.

Words like these, even if they are just token gestures, mean a lot.

You may not be able to help, but the takeaway is you’re WILLING to help.

And if you *can* help, all the better!

  1. “Thank you.”

There is not one person who doesn’t want to be thanked for their efforts.

The trick here is to appreciate a copywriter, even if it’s for something they are already being paid to do.

When you get a sequence of emails from your copywriter, rather than just compensating, it’s always nice to send a verbal acknowledgement.

It’s your chance to be creative and score some major points.

“Dude, you crushed it! Thanks so much.”

“I’m glad we have you writing for us.”

“This VSL rocks! It’s really compelling!”

Words like these go a long way.


  1. “Hey, everyone–listen to what Matt our copywriter just did!”

You see this on Facebook occasionally. It’s happened to me a few times, and I can tell you it feels great.

Public acknowledgement of your copywriters success makes other marketers envious you’ve dialed in your copy.

And candidly, it makes other copywriters a tad envious the copywriter has an incredible client like you.

  1. “What do you think?”

EVERYONE likes to be asked their opinion, yes?

Your copywriter, because of his marketing chops, silently believes he should be consulted on major strategy decisions.

You may or may not agree. And that’s your right.

Whether you use his ideas is up to you, but it’s always nice be asked.

  1. “That last promotion you wrote was a dud. It’s ok though, we all make mistakes. How do we turn this around?”

Hey, no one bats 1000.

But if you’re cool about an occasional dud, your copywriter will appreciate you all the more.

And work even harder next time.

That’s not to say your copywriter deserves a free pass. But consider the fail could be because of the traffic or the offer or some other misfire in the campaign.

  1. “I’m leaving the copy in your capable hands–I’m stepping back.”

Copywriters are notorious for desiring no one change their work.

Personally, I don’t care, but others think every word they write is inviolate.

What this statement implies is that you TRUST your copywriter to make the right decisions.

  1. “I just found out my friend, Jeff needs a copywriter. I’m referring him to you. Take care of him, ok?”

YOU NEED TO KNOW to copywriters, referrals are a blessing.

Nothing else you could do beats them.

And if you’re an influencer, all the better.

Referrals are a demonstration you are pleased with your copywriter’s work.

Keep’em coming.

  1. “I’m amazed at your copywriting skills, your copy just sings!”

Say any of these words and watch your copywriter beam with pride.

Then watch your sales soar.

Nihil Obstat (“Nothing stands in your way”),

–Matt

PS: If I missed any, let me know. I’ll give you full credit if/when I repost.

Asleep At The Wheel (The #1 Weak Spot In Your Sales Copy)

Most sales letters I see these days are pretty good.

Could they be better? Absolutely.

Here’s one area where they ALWAYS need help:

The close.

The closes on most sales letters are weak.

I don’t know what it is, maybe the copywriter gets tuckered out or maybe they get sick of the project by that point.

Who knows? What I do know is the close on most sales letters coasts to the finish line, asleep at the wheel

Instead of putting the pedal to the metal and giving it all they’ve got.

Now, maybe they don’t realize there are MULTIPLE closes that are required, in order to get the job done.

Multiple closes, you say?

Yeah. Unfortunately, most copywriters only have one. A weak one, at that.

They’re leaving sooo much money on the table.

So listen up, here’s how to boost your conversions:

First get over the idea that people aren’t reading closes. Or that they’re just skimming. Or whatever it is that makes you not want to put your heart into it.

THEY’RE READING. Take my word for it.

So like I said, most sales letters have just one close.

Personally? I usually have three.

One based upon logic.

One based upon desire.

One based upon fear.

They are the three basic ways people make a decision.

The type of response I want from them is either

“That makes sense, I’ll buy”… “I really want that, I’ll buy”… or “If I don’t buy now, I’ll miss out big time”.

Do I always close in that order?

Yes, I want to leave them fearing they’ll miss out. I want them haunted.

(Plus, I want to ratchet up the closes in terms of emotions. And as you know, fear is the strongest.)

That closing strategy works well. Here’s how to make it even better:

Add closes that appeal to one or more of these core emotions:

Greed. Altruism. Envy, Pride. Shame.

Do I always do this?

No, it depends upon the situation. (Shaming someone into buying works like gangbusters, but you better be careful.)

Here’s the belief you’ve got to cultivate about your skills:

“I’ve got the ability to hold their attention as long as I want.”

So go ahead and write your heart out.

There’s one genius copywriter I know who in one sales letter closed people 19 different ways, 19 different times.

Yeah, 19 times in 19 different ways he said…

“So go ahead and order now”. It was beautiful. I didn’t get bored for a second.

And you know what? I’ll bet most true prospects read each and every different close.

That’s a true testament to what you can do.

Here’s the big takeaway: Because in a sales letter you have unlimited real estate to work with, go ahead and build out your closes out.

Put some REAL MUSCLE into them.

And I think you’ll be surprised. I think you’ll discover:

  1. People ARE reading your closes…
  2. People ARE impacted by the words you write…
  3. And best of all, people ARE making decisions based upon your words–you just never know which type of close pushes them over the finish line… (or maybe it’s all of them combined.)

So go ahead, throw your heart into your close and just remember:

Always be closing (or else you won’t get the Cadillac or the second place steak knives…)

Till next time,

–Matt

Stay Hungry

This is a copywriter:

Stay with me here.

This man, as homeless as he is, is just ONE SALES LETTER away from a million dollars.

When I’m down in the dumps, I think about this guy.

I think about the opportunity he has to spend day and night focusing on THAT ONE sales letter.

I think about how determined he is, how much drive he has, despite his predicament.

I think about how much hope, inspiration and muscle he’s putting into his work.

Despite how he looks, I do not underestimate this copywriter.

Although he may be down on his luck, although he may be backed into a corner, he has all the qualities of a copywriter that can CRUSH IT.

And then I think, if HE has all THAT opportunity…

SO. DO. I.

Listen, no matter what your predicament right now, just know YOU are only one sales letter away from a million dollars.

Stay hard, stay hungry and you’ll succeed.

Till next time,

–Matt

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