how you sleep when everyone around you is telling you how good you’re doing but you’ve seen a glimpse of your true potential and you know you haven’t even scratched the surface
There are no secrets, there are just things you don't know yet. Or things you know but don't believe. Or things you believe that you don't understand. But there are no secrets.
Dear writers:
Attention is much less valuable than trust. Do not use hooks that make you sound like an idiot—you only attract idiots, too.
Reputation is the aim of the game. If you want to see yourself clearly, use life like a mirror.
I'm a firm believer that everything always works out as long as you stay in motion. You don't even have to know what you're doing. You often won't. Just avoid spending the majority of your time in your head
Go out and talk to people. Tinker with shiny objects that stoke your curiosity. Follow excitement without judgement. Collect a story to tell. Don't label and categorize activities or wonder if you're being productive or not. Simply do things because you can and be engaged with whatever you're doing
If you can end each day having gained a bit more interestingness, absorbed a bit more inspiration, or experienced a bit more life, all is well. Embodying this feeling is all that's required for you to rest easy knowing you got ahead, because forward progress is measured by the energy you radiate rather than the outcomes you see
Now it's merely a simple matter of continuing to get ahead. Light on your feet, surrendering to the flow of reality. The path will appear in front of you. Lucky breaks, unpredictable blessings, lightbulb moments abound. Not a matter of if, but when. Trust yourself. Enjoy the journey. God will never lead you astray
The most hardcore thing anyone can do, is turn their own life around.
Hard pivot. Change direction.
Make hard decisions. Act ruthlessly.
Make it exactly what they want.
If you want to achieve anything great, it needs to become your one true priority. The only thing on your mind. Nobody accidentally got rich from business. Nobody accidentally built a great physique. They were obsessed with it for multiple years until it became their default.
Copywriters study everyone who’s ever been good at getting a yes.
Salesmen, trial lawyers, con men, speechwriters. We’re obsessive about it, as we should be.
BUT.
Almost nobody studies why people say no.
Which is strange, because in many cases the ‘yes’ was there. Something just got in the way.
And figuring out what that something is will do more for your Copy than any amount of additional persuasion stacked on top.
When someone says yes, you know something worked. Great.
But when someone says no, or more commonly, when they just leave your page without doing anything, there’s a specific reason.
And it’s usually findable, if you bother to look.
Maybe they believed your claim but didn’t think it applied to their situation.
Maybe they were with you until paragraph four, where you switched your tone and their guard went up.
Maybe they were ready to buy, but your guarantee accidentally introduced a worry they didn’t have before you mentioned it (which happens way more than people realize, btw)
Each of those is a different problem requiring a different fix.
But most Copywriters treat all resistance the same way: PUSH HARDER.
Stack more proof. Crank the urgency. Strengthen the benefits.
It’s like speaking louder to someone who doesn’t understand your language.
The Copywriters who get really good at this are the ones who develop a feel for exactly where resistance shows up in a specific piece of Copy.
Not resistance in general…
Resistance for THIS reader at THIS point in the argument.
They know their reader so well they can simply feel what objections will come up, where, and when.
And once you can identify exactly what’s causing it, the fix is usually surgical.
Cut the paragraph that broke your rhythm.
Drop the sentence that introduced doubt.
Reframe the line that felt pushy.
Adjust the claim that was logically correct but emotionally off.
Most of the time your reader was already leaning toward ‘yes.’
You just had something in the way that ‘more’ was never going to fix.