Status

Dan Kennedy corrects a mistake I’ve made in my copywriting career

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Let me tell you a copywriting client experience that still stings:

About two years into my freelancing career, I got the opportunity to write some emails for RealDose Nutrition.

​​RealDose is an 8-figure supplement company, started by a couple of direct marketers and an MD. They sell actually legit supplement products — their USP is right there in the name.

Long story short – I did a good job with those emails. I even tripled results in one of their main email funnels.

Impressed with those results, the CEO of RealDose asked me to write a sales letter next, for their probiotics product.

The only problem was, at this stage of my career, I had never written a full-blown sales letter.

​​What to do?

​​I took Gary Bencivenga’s olive oil sales letter and analyzed the structure. I wrote something that looked nothing like Gary’s letter, but was the exact same thing under the hood.

I gave it to the guys at RealDose. They shrugged their shoulders. They copy seemed okay… but I guess they weren’t sold. Because as far as I know, the sales letter was never tested.

Some time later, I got that sales letter critiqued by A-list copywriter Parris Lampropoulos. Parris said the body copy was fine. But the hook? The headline and the lead?

Parris used my headline and lead to publicly illustrate what an uninteresting promise looks like. “Are you the first person on the plant to ever sell a probiotic?” Parris asked me. He laughed and shook his head.

I never got another chance to write anything else for RealDose. I always wonder how my career might have gone had I done a better job with that big shot that I got.

I bring this up because today, I made a list of 10 mistakes I’ve made in copywriting career.

That RealDose sales letter, with the uninteresting promise in the headline, was no. 1.

No 4. was that this newsletter, the one you are reading now, is actually the third iteration of my daily email newsletter.

​​I deleted the previous two versions.

Version one was very much like this, and ran for a few months in 2016.

​​​​Some time later, I deleted it because I started writing about crypto marketing.

​​Then in 2018, I deleted that crypto daily email newsletter… and started writing this current iteration, starting over where I had left off two years earlier, and wasting a bunch of time, effort, and opportunity in the process.

So those are mistakes no. 1 and no. 4.

And then there’s mistake no. 7.

Mistake no. 7 is that i didn’t treat my freelancing career as a business for way too long. And when I say that, I might not mean what you think I mean.

For example, I always paid a lot of attention to the prices I was charging clients. And I worked hard on getting those prices higher.

I was also always on the hunt for new leads and new ways of getting leads.

And yet, at the same time, I didn’t ask myself, until way too late, “How can I promote this? How can I make a spectacle out of this? How can I get this offer that I have — meaning myself and my copywriting services — in front of a much bigger audience?”

Maybe what I mean is best summarized by Dan Kennedy, the very smart and successful marketer I’ve mentioned a few times in the past few days. Dan once said:

“Your growth will have less to do with your talent, your skill, your expertise or your deliverables than it will your ability and willingness to create and exploit your own status.”

Dan claims this applies regardless of what business you are in, whether you are selling services or products. In fact, Dan gave the above advice to a guy with a software company.

Which brings me to my offer to you for today.

How would you like a free consulting day with Dan Kennedy?

A daylong consult with Dan normally costs $18k. But you can get it for free.

Well, fine, not the whole thing.

But you can get three highlights of the consulting day that Dan gave to marketer Mike Cappuzzi.

The fact is, I told you one of the highlights of that consult day above. But in case you think a little bit of Dan’s $18k/day wisdom could benefit your business, here’s where you can read Dan’s other two consulting day highlights:

https://mikecapuzzi.com/an-insiders-glimpse-into-a-consulting-day-with-dan-kennedy/

I’ve decided to let Adam Neumann act as my personal advisor on all personal branding and positioning matters

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A few weeks ago, a friend clued me into an amusingly shocking fact:

Adam Neumann is back.

You might remember Neumann as the former CEO of WeWork. ​​Handsome, charismatic, and prophet-like, Neumann built a $40-billion company, only to have it all crash down as the WeWork IPO failed. ​​In the wake of that, news reports exposed WeWork’s flimsy business model and the cult-like culture that fluffed it up for investors.

After Neumann was forced out as CEO, he was disgraced in the media as a grifter, hype artist, and woo-woo crackpot whose delusional self-belief infected others. “Serves you right for getting so big so fast,” cackled the little men at the Wall Street Journal and Vanity Fair, “you’ll never work in this town again!”

Well, like I said, Neumann is back. Is it really any surprise?

He now has a new company, something to do with climate and crypto. He has raised $70 million for it already.

Will this new MacGuffin turn into another multi-billion-dollar venture?

Maybe it will. Maybe it won’t. One thing is for sure:

Adam Neumann does some very important things very right.

For example:

Steve Jobs biographer Walter Isaacson once said that Neumann reminded him of Jobs. Some time later, Neumann claimed that Isaacson might write his biography. (Isaacson apparently never considered writing such a book.)

Another example:

Jamie Dimon, the billionaire CEO of JP Morgan Chase, lead a round of investment into WeWork. As a result, Neumann called Dimon his own “personal banker” and said Dimon might leave JPMorgan to run Neumann’s family investment office one day. (Dimon apparently never had any plans to leave JPMorgan.)

You might think these are examples of braggartly and grasping status-building. But I think it goes much deeper than that. I will have more to say about it, and probably soon.

For now, I’d like to announce that I’ve decided to allow Adam Neumann to act as my personal advisor on all matters personal branding and positioning. I respect Adam’s skills and instincts within this sphere. And I always look to surround myself with the best advisors, associates, and underlings. Adam is definitely fit to be among my inner circle.

It might take a bit of time for word to reach Adam that I have decided to let him become a trusted advisor to me.

In the meantime, I will continue to offer you the chance to transform your own business through my consulting service.

Once Adam joins my team, I might raise my consulting rate to $100k/hr and a 20% stake of your business. Or I might just drop the consulting and focus on my own more lucrative projects. We will see what input Adam has to give me on the matter.

For now though, you have the opportunity to have me help you elevate your offer, wow your clients and customers, and even position yourself as a prophet in your industry. In case you want a piece of the action:

https://bejakovic.com/consulting

A $2,000 idea

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Yesterday, I met the owners of an apartment I am trying to rent in Barcelona. They are a married couple, very elegant and stylish, a few years older than me. We met at a cafe.

I sat down across from them and I leaned back in my chair. “So what do you have for me,” I said.

The husband smiled at me. “Would you like to drink a coffee first?”

I smirked, stared him in the eye, and said nothing.

“Oh okay,” he said, clearly browbeaten. “So you’ve had a chance to look at the apartment? You liked it?”

“The apartment is fine,” I said. “But let’s talk turkey. How much do you want for it?”

The man paused for a moment. He and his wife looked at each other in confusion.

“What do you mean?” the wife said. “The rent is right there on the listing.” And she repeated the number. It was a round figure, divisible by one hundred, ending in two zeros.

I laughed with contempt.

“A round figure?” I said, barely controlling myself. “You haven’t done one minute of work on this, have you? You just pulled that number out of your ear, without checking comparables and without putting in any effort to calculate a fair price. No! I don’t trust your round figure. And I don’t like being disrespected like this. I’m not interested in renting your apartment any more. Goodbye!”

I got up and left the cafe. The husband ran after me, begging me to reconsider, offering to make the price more specific and jagged. But it was too late.

In case this sounds like a slightly fantastical scenario… well, that’s because it is.

What actually happened yesterday was that I did meet the owners.

I smiled at them and I put on my best and most responsible face.

Using subtle sub-communication, I made it clear that if they let me rent their apartment, I would not adopt a pitbull… I would not host any drug-driven orgies… and I would not take up drumming as a new hobby.

After a few minutes of this renter mating dance, the owners were satisfied. They agreed to let me have their beautiful apartment, and I agreed to take it, at a perfectly round monthly rent, neatly ending in two zeros.

If you’re wondering why I’m telling you this, then, like my fantasy owners above, you clearly didn’t read my email yesterday.

That email was all about the power of specificity. Specifically, the power of specific numbers. Recently proven by some fancy scientific research, but suspected by smart marketers for decades and probably centuries.

Except…

There are times where your numbers don’t have to be specific.

My rent situation above was clearly one.

I accepted the nice and round price. Doing anything else would have been foolish, bordering on very foolish. The rental market in Barcelona is insane. There are only a few available apartments and thousands of hungry renters swooping down on each one.

But you might say, “Sure, you can get away with a round price sometimes. That doesn’t mean that a specific, jagged price wouldn’t work just as well or better.”

Maybe. Or maybe not.

There are situations where a round price is not only acceptable, but actually better. Where a round price sub-communicates high status, a lack of neediness, and a position of power.

Take for example the curious case of one Joe Sugarman. Joe was a multimillionaire marketer who created the BluBlocker sunglasses empire.

Joe sold each of his BluBlockers for $69.95.

But when Joe ran an ad to advertise his legendary copywriting and marketing seminar, he didn’t promise to reveal “7-figure funnel secrets,” or offer a *9.99 price.

​​Instead, Joe said, “Come study with me,” right in the headline. And then in the subhead, he told you how much it would cost, — $2,000, with three round zeroes at the end.

So take time and ponder on that. I’ll leave you today with a bit from Joe’s ad:

There are two types of successful people. Those that are successful and those that are super successful.

To be successful you must learn the rules, know them cold, and follow them. To be super successful, you must learn the rules, know them cold, and break them.

For more marketing ideas, some worth $9.99 and others worth $15,000, come and read my email newsletter. You can sign up for it here.

Spanish A-list copywriter makes me an indecent proposal

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Last year in September, I kicked off the third run of Copy Riddles, my program for learning copywriting by practicing bullets.

As part of that September run, I had a little each week for the best bullet. Anybody who wanted to could send me their bullets. The winner got a prize, usually a book on marketing and copywriting.

(The contest has since been shuttered, since I spun off a complete coaching program to go with Copy Riddles.)

Anyways, the very first week and the very first contest, out of something like fifty submissions, the winner was Rafa Casas, a Spanish-speaking and Spanish-writing copywriter.

Rafa’s first bullet won because it was so simple and promised such a clear and desirable benefit.

But Rafa kept submitting bullets for later bullet contests (no dice, you can only win once). Still, he had such clever and persuasive ideas that I was sure he will be a big success soon.

And it seems to be happening.

Rafa is now writing copy for a number of clients in Spain.

He’s also offering his own email copywriting coaching to a few clients, based on his experiences writing two daily email newsletters.

And from what I understand, he recently won some kind of fancy award in Spain, recognizing his wizard-like copywriting skills.

Put all this together, and I think it qualifies Rafa as an A-lister in the Spanish copywriting world.

And if you wonder whether Rafa really has the hard results to back up being called an A-lister… then I’ll tell you that copywriting stardom is more about endorsements, legend, and mental shortcuts than it is about results.

That’s something to ponder if you yourself have aspirations to become an A-list copywriter.

But back to the indecent proposal I promised you in my subject line. A few days ago, Rafa sent me the following email:

It turns out that this afternoon while I was waiting for my daughter to do her yoga class, I read, as I always do every Thursday afternoon with a coffee, the book I always read while I´m waiting for her: The 10 Commandments of A-list Copywriters, and I have come up with a business with which we will not become millionaires (not for now) but it will not cost us money either.

What do you think if I translate your book into Spanish and we try to sell it to the Spanish-speaking world as well?

Of course I wouldn’t charge you anything for doing it, well not in money at least. The idea is that while I translate it and we try to sell it, I can learn from you the strategy that we implement to sell it, for example.

Immediately upon reading Rafa’s message, I drifted off into a pleasant fantasy. I saw myself being interviewed on CNN, with all the different translations of my book on a shelf behind me.

“So Bejako,” the CNN anchorwoman asked me, “what can you tell us, as an internationally read copywriting expert whose books have been translated into multiple languages, about the recent news of monkey pox? Is this something to worry about? Is washing our hands with soap enough? And are there influence and persuasion principles we can learn from this?”

My dream balloon popped. I fell back to reality.

I realized was that Rafa’s proposal was indecent. But only in the original sense of that word, meaning not suitable or fitting.

Because while I would love to have a Spanish-language version of my book, it’s probably not worth Rafa’s time to translate it. Either for the money we could make together, or for the learning experience of how I might promote that book.

My feeling on these Kindle books is that they are valuable for credibility and as lead magnets.

They siphon people from Amazon into your world. They sit there, more or less passively, and do their work. In my experience, most of their value comes without any added promotion, outside of some very basic Amazon ads and occasional mentions in this newsletter.

Maybe you think that’s a cavalier attitude about promotion for somebody who calls himself a marketer.

Perhaps. But perhaps it’s about the best use of your time.

So in case I haven’t piled on the value in this email sufficiently, I will give you one last practical tidbit. It comes from James Altucher.

James is an interesting and quirky Internet personality. He has written and published 20 books, both fiction and non-fiction. And he’s doing something right, because he has amassed a huge audience… sold truckloads of books… and even had a WSJ bestseller with a book he self-published.

Here’s the book-marketing tidbit. James asks:

What’s the best way to promote your first book?

Simple.

Write your second book.

That’s what I’m planning to do to promote my 10 Commandments book. Along with, of course, occasional mentions in this email newsletter.

So if you don’t have a copy of the 10 Commandments of A-list Copywriters… and you want to find out why a star in the Spanish copywriting sky like Rafa might want to read this book every Thursday afternoon… then take a look below:

https://bejakovic.com/10commandments​​

The status pirate game

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Imagine a large and hairy sailor, wearing a striped blue-and-white shirt and a bandana wrapped around his head, looking nervous.

​​The year is 1717, and he is the navigator of an English trading vessel that’s sailing through the Carribean.

A few times, the big navigator makes like he’s going to say something. But he stops himself.

His eyes keep darting forward — out toward the horizon – and then at the captain next to him, who is looking through the telescope.

It’s dusk and there is a ship up ahead. It’s very strange — there is nobody on board.

“It might have been the plague, sir,” the large navigator says. “Sudden plague could have taken them all.”

The captain shakes his head. He’s not at all worried. “Pirates,” he says. “Dusk is their favorite time. Have you readied the cannons?”

The navigator starts shifting his weight from one foot to another. “It would be a very simple matter for us to alter course, sir,” he says.

The captain squints his eyes and looks back through the telescope. “I — never — alter — course,” he says.

That’s the opening scene of a movie that never got made, called Sea Kings.

As you probably guessed, it’s about pirates.

And it’s also about how the human brain determines value.

In this case, start with a large sailor. From his physical size and job title, you would assume him to be a brave man. And he might be, in most situations. But out here, faced with pirates on the open sea, he’s nervous.

Then contrast that to the captain. He’s at another level of coolness and bravery. Unlike the navigator, he’s not afraid of pirates. He’s seen it all before and he won’t flinch.

And because the screenwriter — William Goldman in this case — set it up this way, it makes the next moment all the more dramatic and impressive.

Because in the next moment, a figure appears on the ghost pirate ship. It’s human shaped. But it’s entirely black and it’s enormous. It also appears to be on fire. And then the figure starts to speak. Its deep voice carries across the sea.

“Death or surrender… surrender or die… the Devil bids you choose…”

The big navigator starts screaming and running around. “What is that? WHAT — IS — IT?”

And the captain, who until a moment ago was so determined and tough, suddenly isn’t any more. He’s turned pale. He drops the telescope.

“Run up the white flag,” he whispers to the navigator. “It’s Blackbeard…”

That’s how you make an entrance for your main character.

Not by showing a closeup of him, scowling and looking scary and ugly.

Not by his credentials — the many cruel and daring things he’s done in his career.

Not by an action sequence in which your main character — a hulk of a man — fights a dozen frightened and incompetent soldiers.

No, if you want to make your main character frightening and awe-inspiring, you just put him at the top of a pyramid:

Blackbeard
Normally tough captain
Big and strong sailor who shouldn’t be afraid
The audience, representing the rest of soft and weak humanity

The fact is, the game of status is only ever relative.

You can think of it as a Ponzi scheme, or an MLM. The more people you recruit beneath you… and the more people they recruit beneath them… the better and more valuable your position.

And perhaps you’re wondering how you can specifically use this in marketing and sales copy.

The fact is, there are many ways. I could tell you what they are, but instead I’ll make you an deal:

Get a few people who are interested in direct marketing and form a little study group. With you as the leader. And then get them all to sign up for my newsletter. I’ll share my insights then.

A quick and cheap boost in status and authority

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Today, I read about a guy who writes a Substack newsletter about parenting, and it’s made him a celebrity throughout his neighborhood.

Well, it wasn’t really the newsletter.

Rather, it was a specific fact about his own parenting success, which he revealed inside the newsletter. This one fact spread like wildfire among his neighbors, and soon everyone knew him, or at least wanted to. For example, when the guy got his hair cut last week, the following conversation went down:

“Hey, I know you, don’t I?”

“What? How’s that?”

“You’re the guy who has two sons at Harvard.”

“Yeah, that’s me.”​​

Status. All of us are aware of it. And the most pure of us all quest after it like Galahad after the Holy Grail.

I’m not saying anything new here. But here’s an unrelated idea, which might be new to you, and which can help you if you quest after status:

Don’t give too much proof. Argumentation and proof are sure ways to put a ceiling on how authoritative you seem and how much status you have.

“This guy sounds like a leader… but why does he have to buttress his claims with evidence and explain everything in so much detail? Something’s off.”

So cut down on the proof and avoid ruining or hampering your status.

And as with all things authority, things go in both directions. In other words, you can also get a quick and cheap boost in status simply by refusing to make an adequate argument for the claims you’re making.

You might think I’ll just leave that claim hanging as a way of demonstrating my point.

Not so.

For one thing, I’m actively avoiding pursuing status. I have other ideas of how I want to get into people’s heads.

For another thing, none of what I told you is really my idea. ​​I don’t mind telling you I heard it all from Rich Schefren.

​​So if you want proof for what I just told you, you should haunt Rich, and see if maybe he slips up into explaining why he believes all the stuff I just told you. If you don’t know Rich, you can get to know him here:

https://www.youtube.com/channel/UCKSG9Ug9FKrFCYxSlTRwGiA

My special time with Barack Obama

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On January 20, 2009, a friend and I drove down from Baltimore to Washington, D.C. At the time, I personally had nothing to do with the government.

But my friend had been involved with the Obama campaign from its unlikely beginnings. Thanks to him, we were now going to D.C. to watch Obama’s inauguration from a very special place.

D.C. was a madhouse that day. The streets were filled with hundreds of thousands of people.

My friend and I managed to park. We started making our way towards the National Mall. Barricades had been erected to corral and direct the masses so they could pile up in front of the Capitol building. Fortunately, this did not apply to my friend and me.

I’ll wrap up my experience from that day in a second. But first let me tell you why I bring this up.

I got an email today from a reader named Jon. Jon is a copywriter. One of his clients is an organization filled with high-status, high-authority persons.

But for reasons I cannot divulge (because I don’t know them), these powerful and authoritative persons must remain anonymous. Even their direct contacts must remain anonymous.

So Jon wrote in, and using his best Ali G voice, he asked me how to “big up an authority figure if that figure needs to stay anonymous?”

So here’s one thing I told Jon — maybe it will be relevant to you too:

If you want authority, but you got nothing else to work with, you can name tangential contacts.

Trump. Putin. Gary Bencivenga. Whoever the biggest person is that you can get.

It doesn’t have to be particularly meaningful connection — the name is more important than a really close tie. If you ever met once, even for a few seconds… if you ever attended the same event… or hell, even if you were ever in the same town at one point.

So I guess you see where I’m going with this.

Back on that 2009 Inauguration Day, my friend and I got carried around in the sea of people. We soon realized we wouldn’t see a damn thing if we pushed our way into the crowds in front of the Capitol. So we turned around, and by a circuitous route, we made it to the Washington Monument.

There were a bunch of people there also. They were looking at large-screen TVs showing the inauguration. I jumped up in place, and for a moment I could see the Capitol building above the crowd. I must have seen Obama, somewhere up there, for a split second. I guess.

And I guess you might have had enough of me and of this email by now. But hang on.

Because there are a few caveats about this authority by association stuff. Here’s how to actually make it useful:

1. Don’t make it absurd. The association doesn’t have to be super tight or flattering. But it has to be a little tighter and a little more flattering than my connection to Obama.

2. Don’t telegraph what you’re doing. For example, don’t make your loose association in an email where you explain that very technique.

3. Don’t bring up people your market doesn’t care about. Like Obama. He’s pretty irrelevant today to the space of direct response marketers and copywriters.

So is that the best I got? Obama, maybe, 12 years ago? Don’t I have even a tangential association to anybody more interesting in the direct response space?

Maybe I don’t. Or maybe I just choose to big up my authority in a different way. In the poorly chosen words of my friend, Barack Obama, while he was trying to make the case for government-run healthcare:

“UPS and FedEx are doing just fine, right? It’s the Post Office that’s always having problems.”

If that makes little sense to you, perhaps you’d like to join my email list. I don’t promise it will answer this particular riddle… but there are many secrets and mysteries inside you might like. Click here if you want in.