bad copy vs good copy.
β Quick-drying shaving cream
β Shaving cream that dries in 60 seconds
β 5GB of storage
β 1,000 songs in your pocket
β We build high-converting websites
β Get 25% more leads every month
β Get better sleep faster
β Fall asleep in 23 minutes (without melatonin grogginess)
β Easy to use
β Setup in under 4 minutes (without a tutorial)
β Super affordable
β Less than a caramel latte from Starbucks
β Saves you time
β Cuts your editing down by 2 hours 22 minutes every week
β Low learning curve
β My 62 year old grandma learned it in 8 minutes
β Very reliable
β Hasn't gone down once in 14 months
β Made for busy people
β Even if you only have 15 minutes a day in the carpool lane
β No commitment
β Cancel anytime in 2 clicks (we'll never even ask why)
β Instant access
β Login hits your inbox before you close the checkout tab
β Are you broke?
β Do you cover your eyes when you open up your AMEX bill?
β Hit straighter golf shots
β Fire your driver 290 straight into the fairway
β Work from home full-time
β Write by the pool while sipping a mojito at 11am
β Master AI
β Learn to use Claude Code better than 99% of people in 18 minutes (even if you're not technical)
β Get rich fast
β Have people asking you what the hell you do for a living
β Lose weight
β Be able to slip into your jeans from high school almost instantly
Bookmark this.
It took me about 2 years to understand what the basics were.
And about 4 or 5 years to get decent at them.
So if youβve been in the game for 6 months or so maybe think twice about boasting how youβve βmasteredβ the craft.
(Or I could just be a slow learner!)
Most hiring personnel don't think this way
When hiring;
Measure their dedication to their craft.
Do not measure their focus on:
Communication.
Work ethic.
A big win.
Money.
Speed.
Ideas.
ALL of these can be faked. ALL of them can look great on the surface. ALL of them can be taken out of context.
(excerpts from Torrey)
Some of the worst designers have the best portfolios. Some of the worst investors have one headline-grabbing home run. Some of the worst entrepreneurs found success with one venture.
It can feel impossible at times to tell who's legit and who's not.
The stakes are high enough as it is for entrepreneurs. Inviting anyone into your life who isn't on top of their game will have devastating consequences.
I have learned that there is one metric that will not fail you:
Measure their dedication to their craft.
Do not measure their focus on:
Communication.
Work ethic.
A big win.
Money.
Speed.
Ideas.
ALL of these can be faked. ALL of them can look great on the surface. ALL of them can be taken out of context.
Think about that crap designer with the hot portfolio. They spent 10 years cherry-picking the 6 things they did that were actually good.
You really think they're going to suddenly produce gold for you every day, when they only produced gold 6 times over 10 years?
It's the same in every endeavor. Every market. Hell, it's the same when it comes to the craft of being a spouse. And, yes, that's a craft like any other craft.
So, how do you measure their dedication to their craft?
You look for consistent signals proven over time.
Yes, they must be capable of producing the results that the craft is responsible for producing. Frankly, that's table stakes.
The strongest signals look like this:
Total and complete obsession over even the mundane aspects of the craft.
Never shutting up about their craft and what it means for the people who need it.
Strong opinions on the way the craft should be executed. This doesn't mean they have to be a dick about it. They're just equipped to throw down against people trying to hijack their craft.
Quickly arriving at clarity when presented with a complex scenario regarding their craft. They'll seem like they have ESP.
Their lifestyle and actions are built around their obsession with their craft.
They have the respect of others who are clearly respectable in the field.
An unwavering stance on the ethics of their craft. And they despise anyone who violates them.
Once you learn the patterns of legitimate excellence, you'll see the same pattern across every endeavor. It literally changes the way you see and interact with others.
AI is taking away things from us, a few to mention:
1. Journalling
2. Reading Books
3. Walking
Why? because you spend all day on Claude that you forget to do these things