Patrick Wilky

Student of the game

[Patrick Wilky @ThePWalis]

@IAmAlenSultanic Big sexy claim -> bullshit meter goes off -> keeps reading to validate their bullshit meter -> turns out claim is plausible -> they sell feet pics to buy offer.

[Patrick Wilky @ThePWalis]

@wyd_dol This is why I practice my liver shot. Getting popped on the mouth stuns you but getting hit in the liver shuts your whole body down like nothing else.

[Patrick Wilky @ThePWalis]

Stories really do suck you… in like nothing else.

I’ll be scrolling and read the dumbest fucking thing ever but because it’s framed as a story I don’t realize I’m reading for a good 5 seconds.

Lesson in there.

[Patrick Wilky @ThePWalis]

200 concepts for one client is breaking me a little…

But that just means I’m about to smash through a ceiling and reach the next level. Gotta capitalize on the creative strategy arbitrage while it’s still around. Nothing lasts forever. 💪

[Patrick Wilky @ThePWalis]

When your compensation is tied to your performance, you do your best work.

If you're entrepreneurially minded, this is the BEST way to work.

You'll have a fire inside you that can't be put out.

You'll be fueled and actually get energy from doing your work.

When I was getting paid hourly for CS work, it was like swimming against a river.

Now it's like everything is flowing my way.

[Patrick Wilky @ThePWalis]

Getting retainer + %of ad spend makes really lights a fire under your ass

[Patrick Wilky @ThePWalis]

Creating a curiosity gap is the top skill you could have as a creative strategist because it will amplify everything else…

At the end of the day marketing is education and learning is painful, but satisfying curiosity is delightful. Without the delight no one would swallow the education. So here’s one way to skin the curiosity cat that top 100 million dollar creative strategists use to make their ads irresistible. Ready? Here it is. Shatter the internal compass. Here’s an example: A man with an itchy butthole has a million things running through his head. Every thought desperately trying to make sense of why his ass is itchy. He asks Claude “Oh sir Claude, please oh please tell me why my ass itches.” Claude says it’s probably parasitic worms. “Oh dear! Claude, what should I do???” Go to the doctor or take some ivermectin. “Thank you Claude, whatever would I do without you.” Probably drag your ass across the floor like a dog for the rest of your life. So he’s taking ivermectin. You sell a parasite cure. Ol’ itchy ass here thinks he’s saved but then he sees an ad. “Ivermectin kills the worms, yes… but what about the eggs?” His heart sinks, looks at the ivermectin and feels despair. “Oh dear me,” he thinks to himself. The ad continues. “That’s why you should be taking this, that, and the other to kill all the eggs and provide your gut with an army of parasite killers! Just one capsule of Parasite Purge every day…” The ad continues in the background. The man feels his spirits rise again. “I’m SAVED!!” He thinks to himself as his purchase goes through.

Did you catch when his internal compass shattered to pieces? That’s right, when he heard about the EGGS! This is an invaluable lesson and it’s half the reason people will watch an ad and come to make a buying decision. The other half is making it believable.

[Patrick Wilky @ThePWalis]

@AndrewWriteCopy That’s great news! I hate being alone.

[Patrick Wilky @ThePWalis]

@Tonystakkz What do I have to do to get VIP access 😏

[Patrick Wilky @ThePWalis]

@ecomAim If you lay in bed hungry at 9pm Instagram will show you every food video they have on the platform

[Patrick Wilky @ThePWalis]

@ConnorAbene We ballin fuck the books

[Patrick Wilky @ThePWalis]

@runtraffic Client: “Write copy but don’t talk about the product or hint at a transformation we need compliant copy”

Me: “wtf”

[Patrick Wilky @ThePWalis]

Want to get better at writing stories in your copy?

Read classics and fiction

[Patrick Wilky @ThePWalis]

@Tonystakkz Can confirm

[Patrick Wilky @ThePWalis]

Building research docs is like mining for gold

[Patrick Wilky @ThePWalis]

@AndrewWriteCopy The scribe is so dope!

[Patrick Wilky @ThePWalis]

@CopyWithOlli The ritches are in the niches. That’s why I can do every niche 😆

[Patrick Wilky @ThePWalis]

@AndrewWriteCopy Thank you sir!

I’ve just finished the lord of the rings and was looking for non copy/marketing recs. From your list I’ll be reading the count of monte cristo once I’m done with my fantasy binge haha

That and east of Eden