Dear Chase,
Rule number one:
Never stop learning.
Even though I am the greatest (and most handsome) copywriter on the Eastern Seaboard, I still learn things from my peers.
I was on a call with the great @benhbader on Monday chatting about direct response marketing.
If any of your subscribers remember, I used to rag on direct response on a daily basis.
Every piece of DR I read was super disingenuous, inauthentic, and it looked like it was written by a clinically-diagnosed nutcase.
You've seen those sales letter before.
Someone will go down a 10,000-word rabbit hole, building an entire conspiracy theory to sell medication to old people that'll reverse their aging.
Kinda messed up.
But recently, I've begun to take some of the mechanisms that DR writers use and implement them into the stuff I write for my clients and for myself.
So has Ben.
So we were talking back and forth for over an hour, and we came to a conclusion that the number one thing that'll basically help you convert pretty much anyone…
Starts with one thing…
Research.
Ugh.
AGHHHH.
NOOOOO.
REEEESEAARRRCHHH NOOOOOOOO.
SITTING AT MY COMPUTER AND READING???
LISTENING TO PEOPLE'S PROBLEMS???
NOOOOOOOOOOOOOOO.
…
…
…
Listen.
No one wants to do this.
But I'm telling you:
The greatest position of leverage you hold over others is the degree to which you can explain your problems back to them.
Copywriters don't really write, technically.
I just write down my customer's thoughts on a page, describe them in great detail, and the customer pays me money to get them back from me.
With DR, you are amplifying their desires and their pain to build a bridge to their offer.
It's a written sales call.
When you're doing research, you're not just talking about broad, general problems that people are having in your niche.
You need to speak extremely specifically to problems that people experience so that they can trust you more to provide a solution.
Your avatar needs to be thinking:
The only way this person would know that THAT is a problem I'm experiencing is if they've experienced it themselves, and actually solved it.
Example A:
Do you wanna make more money with your agency in 2023?
Duh. Who doesn't wanna make more money in 2023?
Too broad.
If we're talking to agency owners, we'd go with something else.
Example B:
If you're over $20k a month with your agency and you feel like you're "too good" to be sending 100 cold emails a day to prospects, you're right. Here's how you can avoid feeling like you're begging people to work with you and give yourself more leverage than the people who will want to pay you $5k+ per month.
Way more specific.
Everyone who has ever run an agency knows that sending cold emails feels awful.
You have no leverage.
Everyone would rather get a bunch of clients from referrals, or have them come inbound straight into their Twitter DMs.
Only an agency owner who's gotten over the hump of "feeling like a low-status moron sending cold emails" would know that that problem even exists.
So you need to do your research.
You need to do SO much research that your prospect will think you have more experience in that world than they do…even if you don't.
Make sense?
Yours truly,
Alex.
Sent from my deep-web forum where I do all my research
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