Business Ideas

Hotel Octavia Campo: New room available

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This morning, I rolled out of the creaky hotel bed and stumbled across the dusty, cavernous old hotel room, past the sink, to the small table in the corner, which barely held my typewriter.

Suddenly, somebody started rapping on the door.

“Open up! Open up right now!”

I opened the door to find Octavia Campo, the wife of the hotel owner.

“If I told you once,” she said as she pushed her way past me, “I told you a thousand times!”

I rubbed my face and took a deep breath. “Good morning, Octavia.”

“Don’t good morning me,” she barked. “All night long, clack-clack-clack from your room. All my other guests are complaining! I told you a thousand times! This is a residential hotel! No typewriters! No work allowed here!”

I reached for my Tommy Bahama shirt. And then I walked over to my typewriter, and started to fit it in its carrying case.

Octavia Campo kept railing. “While you’re staying in my hotel” — here she pointed at her chest — “you will not be making any money! This isn’t some brothel, some butcher shop! I only want respectable guests here, who come to sleep and that’s it!”

“I understand completely,” I said. “I’ll take my typewriter now. And I’ll send a boy later for my clothes.”

Octavia’s face got tomato-red. “Good!” she said. “And don’t come back! I don’t want your kind in my hotel! You don’t care how you ruin the reputations of others!”

And that’s pretty much how I checked out of Hotel Octavia Campo… and checked into the shiny and new Bedazzling Happiness Towers, down by the beach, where the guests are free to do what they like in their rooms, and the air is fresh.

Maybe you’re wondering what I’m on about. Well, about that:

Starting a week ago, I’ve been writing and sending my new, daily health newsletter. I’ve been writing and sending it from Hotel Octavia Campo — aka ActiveCampaign.

But then this morning, I got a note from ActiveCampaign telling me that my email from yesterday was not sent. Why? Because it contained an affiliate link.

The note I got from ActiveCampaign wasn’t as shrill as I tried to make Octavia Campo sound. It even offered suggestions for some workarounds.

But still, it was more than I was willing to tolerate.

So I spent about a half hour this morning to move my daily health newsletter to shiny and new Beehiiv, the platform I already use for my weekly health newsletter. I’m not really sure why I didn’t do this in the first place.

In time, I might even move this marketing newsletter over to Beehiiv, because I’m so fed up with ActiveCampaign, and so satisfied with Beehiiv — Bedazzling Happiness.

You might think I will promote Beehiiv at this point, using — gasp — an affiliate link.

But no, and not just because ActiveCampaign might throttle me for doing so.

Today I have a special, one-day, newsletter-related offer to celebrate my move to Bedazzling Happiness Towers.

As you might know, I’m planning to launch a newsletter-related community soon, all about how to publish, grow, and monetize a newsletter.

I haven’t decided exactly how that will look, what it will cost, and what it will include.

But I know it won’t be nearly as one-on-one and as generous as the following offer:

Today only, I’m offering a 1-hour consult at a price I would never offer it otherwise, $100.

This consult is for you if you already publish a newsletter, and want to grow it or monetize it better… or you do not yet publish a newsletter, and you want help in picking a niche, a concept, or a content strategy.

I am willing to sit with you, listen to you, answer your questions, offer my feedback and experience and advice, based on what I’ve learned writing this daily marketing newsletter over the past five years, my weekly health newsletter over the past year, and my daily health newsletter over the past week.

I want to help you succeed with your newsletter, or succeed more. I will share whatever information you can squeeze out of me in an hour, I won’t hold anything back, and I will give you my best ideas.

The only reason I am offering to do this, and at such a low price, is because 1) I’m in a good mood thanks to (at least partly) moving out of Hotel Octavia Campo, and 2) as research and prep for that newsletter community I’m planning.

Speaking of:

If you take me up on this 1-hour consult, I will also apply it to that future community, so you get one month of it for free.

Today’s offer won’t make me rich, and it will require me to work. So I’m limiting it to the first three people who take me up on it.

The cart link is below. If you send me the $100, we can then figure out a time to get on the call that works for both of us.

And if the link below isn’t working, that means three people already signed up, and I’ve turned this offer off.

So in case you’d like in, best move now and move fast:

https://desertkite.thrivecart.com/goodbye-octavia/

The ONE thing to know about storytelling

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The ONE thing to know about storytelling is that, like cooking, plumbing, and robbing a bank, storytelling is really a collection of skills and strategies rather than a single unifying rule to follow.

I know you probably don’t want to hear that. But look at this:

– How do I know when I’m using too much detail?

– ​How do you know where to stop?

– ​How to add twists to a story?

– ​Making up stories… When might you want to do this?

A few days ago, I asked readers what questions they have about storytelling. Above are a few of the replies I got.

All fair questions. All require separate answers. Any answer that could possibly answer all of them, such as tension! or surprise! or delight!, is so vague as to be useless.

But wait, there’s more.

The real thing I want to share with you in this email is not the discouraging message above.

Rather, I wanna tell you something interesting I read yesterday in a book about magic and showmanship. The author of that book says the best performers, magicians, and showmen practice something he calls conservation.

Conservation: the ability to do more and the will to refrain.

From the book: “If we try to give any routine more importance than it will bear, we destroy the illusion and may reveal the secret.” Hence, conservation. The willingness to hold back the full might of your armory of magic tricks.

Same goes for storytelling.

There are lots of tricks if you really break down what the best storytellers do.

But in order to tell an interesting and effective story, you definitely do not need all of these tricks. In fact, one or two tweaks to what you might normally do are all it takes to turn a bland story into something memorable and exciting.

And on the other hand, making use of more than just one or two tricks per story is likely to destroy the illusion and may reveal the secret.

What secret?

Well, for that (drumroll) I invite you to join me for the free presentation on storytelling that Kieran Drew and I will host on Monday, specifically at 4pm CET/10am EST/7am PST (yes, I know).

This presentation is a bonus for those who get Simple Money Emails before the presentation goes live. After that, no free bonus.

If you already have Simple Money Emails, you should have gotten an email from either Kieran or me with the Zoom link to join Monday’s presentation.

And if you don’t yet have Simple Money Emails, you can get it at the link below. ​​I could try for some callback humor right now to wrap up this email, but instead I will conserve and refrain. Here’s the link:

https://bejakovic.com/sme

Next Monday: My free presentation about storytelling

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Heads, tails, and possibly possibly other body parts up:

A few days ago, I announced I will hold a free presentation on the topic of, “Next-level storytelling tricks for emails that sell (no hero’s journey, thank you).”

Well, that presentation will happen next Monday, November 6, at 4pm CET/10am EST.

Now about the free part:

Some time ago, Kieran Drew, the bloodthirsty dentist turned gentle yet successful online entrepreneur, asked if he could promote my Simple Money Emails course.

I said sure.

Kieran also asked if we could work together to create a special, one-time bonus to entice his readers to buy.

I again said sure. But I also said this special, one-time bonus will go to my previous buyers of the course as well.

So that’s what this storytelling webinar is about.

I solicited questions about storytelling a few days ago.

I got several tons of replies and several hundred tons of questions.

I will be answering the most interesting ones on the webinar. I will also have some of my best storytelling techniques and tricks to share.

If you already have Simple Money Emails, you should have gotten an email from me earlier today with the instructions on joining this webinar. You can join live, or I will send out the recording after.

If you do not yet have Simple Money Emails, you can get it at the link at the end of this email.

And if you decide to get it before the time of the webinar, next Monday at 4pm CET, you will also get this storytelling webinar as a free bonus. After that, no free bonus for you.

So if this storytelling info is something you care about and want, I’d suggest taking care of it right now, while’s it’s on your mind.

​​As you might know already, I am strict about deadlines, and not even Kieran’s teeth-pulling wiles could get me to change my mind about that.

​​Here’s that link:

https://bejakovic.com/sme

The two kinds of newsletters

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It’s late — I’ve been working until now on a new daily newsletter that I will launch tomorrow. It’s connected to my weekly health newsletter, which I tease occasionally but never reveal.

Inevitably, whenever I launch something new like this, a million and one little niggling things pop up that need to be done.

That’s why it’s late. And that’s why I somehow still haven’t written this daily email.

So let me just share something I wish somebody had shared with me a long, long time ago.

Had somebody told me this, it would have cleared up many confused days and nights of my marketing education.

It would have taken away some worries.

And maybe it would have even made me some money.

Here’s the big “secret”:

There are two fundamental styles of direct marketing/businesses/newsletters.

The first style I will call the Marty style, as in Marty Edelston.

Edelston was the founder of Boardroom, a $100M direct response publisher. He hired the bestest and A-listest copywriters out there, including Gary Bencivenga, Parris Lampropoulos, and David Deutsch.

The second style I will call the Dan style, as in Dan Kennedy.

Dan was at one point the highest-paid copywriter on the planet. He is also somebody who has shaped generations of direct marketers, including Russell Brunson, Ben Settle, and, on a much more modest level, me.

Marty style: intriguing, benefit-oriented, impersonal.

Dan style: intimate, personality-oriented, opinionated.

The Marty style of newsletter features cool how-to insider tips, such as how to ouwit a mugger in a self-service elevator, along with references to outside authorities who revealed that info.

The Dan style of newsletter features a personal rant by Dan about how the sky is falling or is about to fall. It features no outside references because what other authority could you ever need besides Dan himself.

So which style is better?

Or rather, why are there two styles, and not just one, the way we would all prefer?

You guessed it. Because each style can work well, and each style has its drawbacks.

Dan style means you can sell much more easily, and at much higher prices, and people will stick with you for longer.

But your audience is much more limited, and your product is really you.

Marty style means you can reach a much broader audience much more quickly, plus you don’t have to grow out mutton chop mustaches and share photos of yourself sitting on a bull.

But your audience is much less attached to you, and they will pay $39 instead of $399 for the same info.

So which style you choose to follow is really up to you and the kind of marketing/business/newsletter you can stomach for an extended period of time.

Of course, you can also stomach both, which is basically what I’m doing.

I have this newsletter, more on the mutton-chop-mustache, Dan Kennedy side. On the other hand, my health newsletter, including the daily newsletter I’m launching tomorrow, is fully on the “what never to eat on an airplane,” Marty Edelston side.

You gotta figure out what you want to do.

Final point:

If you do decide to go the Marty Edelston, impersonal, benefit-oriented route, then you will likely need copy chops, above and beyond what you will need if you are really selling yourself.

And if you do need copy chops, specifically the kinds of copy chops that people like Gary Bencivenga, Parris Lampropoulos, and David Deutsch have, then take a look here:

https://bejakovic.com/cr

Announcing: The winner of the “Send me your feedback on my Simple Money Emails course” contest

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Two weeks back, I announced the winner of the “Influence my Simple Money Emails course” contest, only 3 months behind schedule.

Well, today I have another contest winner to announce, this time for the “Send me your feedback on my Simple Money Emails course” contest.

I told everyone who had gotten Simple Money Emails to send me their feedback, their praise, their blame, their outrage.

The most useful bit of feedback, determined by a select three-part panel composed of myself, plus a Shire hobbit named Bejako Baggins, and top-secret agent Bond Jebakovic, would win a ticket to my upcoming Authority Emails training, valued somewhere north of $500.

I ran that contest a little over a month ago.

Today I would like to announce the winner (fanfares please):

Career coach Tom Grundy. (Tom, if you’re listening, come by the DJ booth to pick up your prize.)

Tom wrote me with the following bit of feedback on Simple Money Emails, specifically about a tiny section at the bottom of page 2:

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I really enjoyed SME. A few parts which were refreshers, a few which were a new take on stuff I’d already come across, and some stuff which was brand new to me.

I actually found the most useful part of the course to be the small section at the bottom of page 2. The eight bullet points to me were gold. I came into copywriting through a Stefan Georgi course, so I learnt his RMBC method and only then came onto daily emails, which I found to be much more my thing. I always struggled to see how daily emails “fit” with other copywriting models (RMBC, PAS, AIDA etc) and this section has made it super clear for me. Now when I sent my daily emails I use this list, and make sure I’m ticking off at least one in each email (and ticking them all off over time).

So if you had pages which delved into each of these 8 bullets in more detail (just like you have already for the openers and closers) I’d also find this super valuable.

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The reason it’s taken me this long to announce Tom’s the winner was because it’s taken me this long to take his advice and expand this section of the course a bit with some illustrations.

I’ve done that now.

So if you have Simple Money Emails already, you will the find the updates automagically present inside your course area.

And if don’t have Simple Money Emails yet, you can get it at the page below, and start benefiting from it in under an hour from now:

https://bejakovic.com/sme

A lesson for con men, car salesmen, and possibly, client-hungry solopreneurs

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A while back, I was listening to a fun episode of the James Altucher podcast.

James was interviewing the world’s most successful gambler, Billy Walters, who has won hundreds of millions of dollars by betting on sports. For the past 36 years straight, Walters has had a winning gambling record.

There’s apparently glamour associated with sports betting, which I wasn’t aware of. As a result, much of Walters’s story focuses on that.

But what I found curious is that, even before Walters became a successful betting pro, he was an unsuccessful betting amateur. He used to bet and lose millions of dollars of his own money, which he earned as a first-rate car salesman.

How do you make millions of dollars selling cars, back in the 1970s, in Kentucky?

Walters managed it because, as he said, “I did things that most people weren’t doing in those days.”

“Like what?” James Altucher immediately asked.

Walters obliged:

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Well, every customer I sold a car to had a criss-cross directory. I got the identification of all of their neighbors. I would contact them either directly or I would send them a postcard and introduce myself and point out to them that I’d sold Mr. Smith his car, and who I was, and we were running a sale, and I would encourage them to come down.

Every customer I sold a car to, I turned into a referral source. I paid them a referral fee, a substantial referral fee.

I stayed in touch with them. I created personal relationships with them.

I would go to the local newspaper each day. People would have their cars, and they’re listed. ‘For sale, take over the payments.’ Well, they weren’t going to start walking. They wanted to sell their car because they could no longer afford it. So I would bring them in, sell them a less expensive car, take their car in trade and then reduce their payments.

When there was nothing else going on, I would just pick up the phone and start calling people with the same prefix as the area of Louisville I was working in. I would just cold call people.

​​And sometimes they’d slam the phone on me, but sometimes they’d get into an easy conversation. I would introduce myself, tell them that we’re running this sale, tell them where we are located, and as a result, I sold a lot of cars and made a lot of money.

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This brought to mind something I read in The Big Con, all about the world of con artists back in 1930s and 40s.

A top roper — a con man who had to go out into the world and bring in the marks — was asked what it takes to be a first-rate con man. He replied:

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I couldn’t say what you must have to be a good roper, but I can tell you some of the traits you better not have. Never permit yourself to be bored. If you gander around you will always find some mark you can trim. But some heel-grifters think it is smartly sophisticated to appear languid or condescendingly wise. That is really stupid. Tie into any mark. He may have it in the jug.

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I’m sure you don’t want to be a con man. And you probably don’t want to be a car salesman.

But you might be a copywriter, or designer, or coach, or you have another business that depends on a steady flow of client leads.

Cold calling works, as a last resort.

But Billy Walters above gave you four other great recommendations to keep you from being bored, long before you have to resort to cold calling.

And the bigger point is:

The trick to winning this game, that game, and pretty much every game, is to stay busy. Not to put on a stupid air of appearing languid or condescendingly wise.

​​And if you’re staying busy, you might as well do things that are known to work.

Maybe you’ve heard that having your own email newsletter works wonders for business.

​​Maybe you’ve even heard that doing it daily is better than doing it weekly or monthly.

But did you know that daily emailing can also keep you from being and looking bored, ever again?

In case you don’t have a regular email newsletter, or you’re not writing daily, and and you want a simple system for how to write effective emails, keeping you busy day in and day out, then take a look here:

https://bejakovic.com/sme

Announcing: pre-Black Friday Copy Riddles stable price

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Day 2 of The Copywriter Club live event in London.

​​I’m trying to finish all my work — this newsletter, plus my health newsletter which goes out each Thursday — before 9am so I don’t have to lug my laptop to the conference venue.

​​Fortunately, a reader writes in:

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Hi John,

Greetings!

Are you planning to make a Black Friday/Cyber Monday offer, especially of your Copy Riddles course?

The reason I ask is so that I can start saving for it and blissfully ignore other offers.

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The grand answer is no, I’m not planning any kind of Black Friday offer on Copy Riddles or any of my other courses. In case you’re curious, here are two reasons why:

For one thing, I don’t know when Black Friday falls. Maybe there are ways around this significant obstacle. But even if there are, the following obstacle remains…

Black Friday typically means discounts. And several years ago, I copied and adopted, without shame or remorse, Daniel Throssell’s policy of not running sales or discounting offers down from an established price.

My reasoning is simple:

I sell expensive offers to a small batch of dedicated buyers. I never want one of these buyers to open a new email from me and be faced with a cheerful message, informing them that a course they bought from me now costs hundreds of dollars less — “Haha, sucks for you, shoulda waited for Black Friday!”

I’ve consulted clients who run regular discounts to large lists. They say they’ve never ever gotten a complaint from earlier buyers about a new sale.

I can believe it. But I still won’t do it. I can imagine that if I found myself on the other end of such a deal, I wouldn’t complain either, but I would still feel soured. And I would think twice when buying the next time.

One of the greatest copywriters of all time, Robert Collier, once said that the most effective appeal he knew to get people to buy is to say, “The price is going up.”

Well, the price of Copy Riddles is not going up, at least today. (It’s also not going down, today, tomorrow, or ever.)

So the only urgency I can appeal to today is if you actually plan to go through this course and profit from it.

The sooner you buy it, the sooner you can go through it, and the sooner you will take your copywriting skills to a new level. If you do this honestly, it will be worth much more to you than any discount on this course that I could offer. In case you would like to get started now:

https://bejakovic.com/cr

I’ll be in London next week, maybe you’d like to join me

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I’ll tell you about London in just a sec, but first, here’s an important question:

What’s your mental image of how the year looks like?

Is it a line, a calendar, a circle?

And if it’s a circle (the way it is for me), then where do the months go? Is summer on top or winter? Do the months flow clockwise or counterclockwise?

Two weeks ago I did a podcast episode with Rob Marsh and Kira Hug of The Copywriter Club.

Podcast episode over, Kira said as a throwaway, “I know it’s a long shot, but since you’re in Barcelona, we have an event in London at the end of this month. And in case you’d like to present something…”

I got excited and immediately said yes.

I gave them a couple of possible presentation ideas, and we agreed my presentation would be on the topic of insight, specifically about one repeatable, powerful way to create feeling of insight in readers.

I thought about that yesterday because I came across an article titled, “This is what the year really looks like.” It reported on a survey that basically asked the questions I asked you up top.

Some 75k people participated in the survey voluntarily… hundreds of thousands read and shared the resulting article online… and the article keeps going viral, on its own, every few years, even though it was originally published in 2018.

Why? How?

My claim is that it’s because the questions and the article manages to stir up the feeling of insight. So that’s what I will be talking about in London next week.

Now a disclaimer:

I am a terrible self-promoter, and am at best a very shoddy businessman, at least as far as this newsletter is concerned.

I did that podcast episode. I agreed with Rob and Kira to go to their event in London and present. But I didn’t ask to promote the event to my list — because… who knows why.

And then, only two days ago, Rob wrote me to say they have a few seats left over, and I could promote it to my list if I like.

The fact is, I do NOT like the idea of promoting this London event to my list. Because it’s now too close to the date, and that exposes me as being a bit incompetent.

But that’s not really a great reason to keep you out of this event in case you would like to attend, and are actually close enough geographically to be able to get to London by next Wednesday.

In case you’re interested, you can find the full details below, including the dates, times, prices, and my handsome mugshot photo:

https://bejakovic.com/tcclondon

Are you interested in a newsletter mastermind?

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Last night, I got an email with the subject line “Ideas for working together.” The person writing me this email is the silent partner in the company of a good friend of mine.

​​The background is that over the course of a couple of decades, this guy built up a large media company. He then sold it three years ago for some undisclosed but I assume ungodly sum of money.

He has been sitting on his wealth since, and investing here and there. But he finds retirement boring, so he wants to get back to work and put on a conference, which is something he used to do a lot of as part of his media company.

The topic of his proposed new conference is exactly the topic of my health newsletter, which I’ve been publishing weekly since the start of this year. So we talked last week about working together in some way.

​​And then he wrote me last night about ideas for how this might look:

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Some options

– I buy your newsletter and you come work for me

– You buy my conference and I come work for you

– I invest in your company

– We do an operating deal

– I promote your newsletter and you promote my conference

– You help me with speakers and content and you moderate a panel and we promote your newsletter

– I buy (bulk) your books to give away at conferences. Private labeled with our brand.

Other? I am wide open

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I don’t know what if anything will come of this.

I’m only sharing it because A) I started my health newsletter at the end of January and B) today in the middle of October there’s somebody credible and with money in his pockets who is talking about buying my newsletter or pouring some of his money into it.

Again, maybe this won’t turn into anything. Or maybe it will.

In any case, I’m pressing on with my health newsletter because I feel I’m on the right path.

​​Subscriber numbers keep growing. I’m getting positive feedback from readers. There are referrals. I’m starting to make money. And I have clear ideas in mind for the next steps to take to both grow subscriber count and to monetize better.

Back in March, I wrote an email about my “Plan Horse”:

“Plan Horse is to find a new opportunity to latch onto, but in a way that you will come out ahead whether the opportunity drops dead or delivers as hoped.”

I feel that publishing your own newsletter today is exactly this kind of opportunity.

​​If a specific newsletter catches steam, it might turn into a big thing.

​​If it doesn’t, but you do a good job with the newsletter itself, then you wind up with a list of people who are interested in a topic and trust you to tell them about it. This is a profitable position to be in one way or another.

You might think this is simply another restatement of the benefits of email marketing.

Yes and no.

Email marketing is great. But I’m talking about something different, which is really when email is the main product.

My health newsletter definitely falls into that category. In many ways, this daily email newsletter you are reading now also falls into that category.

This daily newsletter is not primarily there to promote a specific offer or another business I have.

​​The newsletter itself is really the main product I offer, and I just find occasional ways to monetize it by repackaging what I’ve learned through this newsletter and presenting it in a course, or a live training, or maybe some other, new format…

… which brings me to my feeling-out offer for today.

Again, I believe the moment is golden for publishing your own newsletter, of either stamp:

It can be personality-based and talk about direct marketing and business opportunities, something like what you are reading now.

Or it can be not tied to a specific personal identity and it can talk about an entirely different topic, like my health newsletter.

Either way, I believe the opportunity is great, and the opportunity is now.

So I’ve been thinking about putting together a paid mastermind or community of some sort that would be all about publishing, growing, and monetizing a newsletter.

The ultimate goal would be to share ideas and work together to create a newsletter-based business — something that either happily coughs up cash every month, or something that you can sell down the line for some undisclosed but ungodly sum of money. ​​

To start, the core content of this mastermind or community would be based on what I am learning and doing myself with my own newsletters from week to week. But I might also seek out other people who are experts in specific newsletter-related topics to present.

I am interested in creating such a community or mastermind because I’m planning to double-down with my health newsletter, so such a community would benefit me as much as anybody else joining me.

But I’ve learned my lesson before.

And that lesson is, gauge interest before committing even a day’s worth of work into creating a new offer.

So in case an ongoing community or mastermind around publishing, growing, and monetizing a newsletter is something you’d be interested in, then hit reply and tell me so.

Of course, if you’d like to expand by telling me more, you can do that too, because any extra info will influence whether I decide to put this new offer together and what to put inside of it. Thanks in advance.

Three bits of Dan Ferrari’s timeless wisdom

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A couple days ago, A-list copywriter Dan Ferrari, who was my copywriting coach once upon a time, sent one of his once-every-ice-age emails.

I’ll tell you an idea from that email that caught my eye. But first, a quick story to set it up:

I was talking to my friend Marci a few days ago. Marci has started a quick, daily, general-interest AI newsletter. He asked me if I had any suggestions for him.

I told him to consider picking a specific audience and niching down to writing about AI for that audience.

Marci’s brother Krisz was in the room and listening to the conversation. At this point he jumped in and said, “For me the newsletter is perfect as it is. It’s short, it’s interesting, it keeps me in the loop even if I’m not so much into AI.”

So who’s right? Should Marci niche down his newsletter? Should he keep it broad?

Or more relevant to you:

Should you go with one product name or a second product name? One segment of the market or another? One headline or a second one?

To answer that, let’s go back to that Dan Ferrari email from a couple days ago. In it, Dan wrote the following:

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Something that none of the gurus will ever say publicly… direct response is largely dictated by luck.

No one knows exactly which offers are going to work and more importantly, how successful they will be.

No one.

Some of us are better at guessing than others but make no mistake, we’re still guessing. There are too many variables at play. Many of them are not within your control or even the business’ control. They are external and completely unknowable.

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That might sound discouraging. And it’s true that “testing” AKA regular failure is an essential part of the direct response game.

But as Dan says in the same email, you can improve your luck by upping your skills.

​​Better skills help you come up with better ideas that are more likely to work… and they give you access to better opportunities that are more likely to succeed a priori.

And now, let me ease into my sales pitch.

There’s a third thing Dan said, not in this email, but on one of those exclusive coaching calls, talking to a small number of copywriting mentees, me among them:

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You can use a fascination/bullet midway through a story to get people to stick… or in a lead… or anywhere in the copy.

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Dan wasn’t talking about jamming in actual (*) sales bullets anywhere or everywhere in your copy. He was simply saying, if a bit of copy would make for a great sales bullet, it can work as an exciting, surprising, momentum-building sentence of copy, anywhere you need it.

So that’s one reason to learn sales bullets. Here are a few others:

Email marketer Ben Settle has said that, “when written correct everything ‘comes’ from the bullets, including non-bullet copy or ads where there are no bullets.”

Copywriting legend John Carlton has said that the sale often comes down to a single bullet.

And Stefan Georgi, who charges something like $50k for a single sales letter, has said that one of the biggest jumps he made as a copywriter came when he discovered bullets.

Ok, so much for the sales pitch.

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