A reader writes in reply to my email yesterday:
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Yep I’ve been seeing pro copywriters getting away with mid copy — functional but not exceptional, well done but nothing I couldn’t have done, just basics well executed. Yet they are raking it in.
Still I’m more drawn to innovative copywriters like Daniel Throssell and you, who have the potential to produce 95-99% outcomes (as opposed to 80% outcomes). However if I’m seeking profit maximisation (not always the case…) perhaps I should consider going darkside.
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My email yesterday wasn’t about the light side vs dark side, exceptional vs mediocre. It was about fundamental, proven, and often simple approaches… vs novel, risky, and often complex approaches.
That said, my reader’s comment above is still valuable.
It expresses a feeling that’s pretty much universal in human beings.
And that’s the feeling that “all these idiots are running around, way more successful than me. They must have some kind of angle. They have a secret, a trick, a shortcut. It’s either they have access I don’t, or they do things I won’t because I’m better than that.”
I’m not judging. I regularly feel this feeling bubble up inside me as well.
All I am telling you is that if you write sales copy, then this feeling is almost certainly there in your audience. It makes sense to use it as a sales point.
On the other hand, this belief is not useful to have yourself, not long-term.
It’s a much better to look at people you’re competing with, and figure out what you can admire about them.
This little habit alone can help you succeed. Because when you find things to admire about your competition, you will often end up adopting those characteristics. And you will improve as a result.
I did this once. I even wrote it up as an email. In case you’d like to read that: