One way to feed and train your copywriting brain:
Whenever you see a product in a store or an ad on TV, think...
How can I twist this to make it more compelling? How can I connect this to something else and make it feel new and exciting?
The best copy starts in uncomfortable places.
Sadly, most copywriters avoid this.
Instead, they stick to surface-level pain points:
- “Quit your 9-5.”
- “Lose weight fast.”
- “Make more money.”
But the best copy goes MUCH deeper:
- “You don’t hate your job — you hate yourself for staying in it.”
- “You don’t want six-pack abs — you want your ex to regret leaving you.”
- “You don’t want a business — you want freedom and being in control of your life.”
These uncomfortable truths is what make people feel understood.
And when people feel understood, they trust you.
That’s the real secret.
Stop writing what’s comfortable.
Start writing what’s true.
Why is there never any discussion of long form VSLs on X?
Our newest VSL is bringing in 100+ sales a day and the buy button doesn't even appear until 30 minutes in.
Direct response is bonkers when you think about it.