Psychology Behind Advertising

No B.S. scarcity

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Yesterday, I got hypnotized.

I knew what was happening.

I didn’t stop.

I didn’t particularly want to stop.

Instead, I pulled out my credit card and signed up for a $137/month international subscription to a print monthly newsletter.

I had considered signing up before — it’s Dan Kennedy’s No B.S. Letter.

“But do I really need this?” I asked myself each time before. The answer is no.

Besides, I know what personality-based marketing newsletters are really about — and that’s selling you a personality.

And yet, last night I happily bought. Even though I knew what was happening, I justified it to myself as something I simply wanted to do.

What changed?

Very simple.

​​Dan (or somebody on his behalf, since the man doesn’t use the Internet) sent out an email with the subject line, “You’re Invited Into My Basement.”

The offer was a free, live, upcoming event broadcast from Dan’s basement, where he works. Dan would be interviewed by Russell Brunson of ClickFunnels. The reason was the following:

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Russell is flying out to grill me on my recent decision to shut down new sign-ups to The No B.S. Letter after 30 years. And it’s sure to be quite the masterclass in and of itself—no scripts, no pre-recorded sessions, and absolutely No B.S.

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“Huh,” I said. “No doubt this is some marketing stunt. No way is Dan actually closing signups to his newsletter.”

But I clicked through to register for the event.

And the same message popped up. “The Last Day To Join Dan Kennedy’s NO B.S. Letter Is March 3rd.”

I still don’t really know what this last-day stuff is about. I didn’t listen to Russell Brunson’s VSL or read the copy that popped up after I signed up for the free upcoming event.

Instead, I just had Dan’s voice talking to me, because I have been listening to a course of his lately…

I had his ideas floating behind my eyes, because I recently finished a book of his…

And I felt like we were just in touch today, and yesterday, and the day before, because each day he sent me an email — which I read as I nodded my head and took notes.

All that stuff was true every day before yesterday. But thanks to this “doors closing” stuff — whatever that’s about — yesterday I got entranced, pulled out my credit card, and signed up to the No B.S. Letter. Even though, in spite of Dan’s No B.S. brand, I’m pretty sure this scarcity play is almost surely B.S.

So my point for you is the hypnotic power of scarcity, once you’ve built up sufficient trust and authority.

As for me, I will probably be doing some sort of promotion soon to relieve myself of this new monthly expense.

That’s one thing I’ve learned from Dan Kennedy — never pay for anything.

Another thing I’ve learned is to have an offer at the end of everything I write.

So today I’ll leave you with the link to the “Has Dan Kennedy Gone Mad?!?” campaign.

Yes, that’s an affiliate link. I signed up ages ago to promote Dan Kennedy’s newsletter, but I could never do it in good conscience because I wasn’t signed up myself.

​​Well… until today. How things change.
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​So if you want to suss out whether this scarcity is for real or B.S., or sign up to the No B.S. Letter before the doors supposedly close:

https://bejakovic.com/no-bs-scarcity

#1 common feedback to my coaching group last night

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Last night I hosted the first Write & Profit coaching call.

I aimed to get 5 qualified people to join this coaching program. And I got five qualified people.

We had the owner of dog-training business in the Midwest who’s had thousands of clients… a harp-playing marketing specialist who helps offline service businesses get online… a copywriter who’s gotten some big wins for coaches… a London banker who went on a hero’s journey to find satisfaction in his well-paid corporate job, and now teaches others to do the same… and a 24-year-old fitness wiz who’s already got a coaching business with hundreds of high-ticket clients.

All five are great at what they do.

All five have success stories to share, either their own or work they’ve done for others.

And yet, there was one piece of common feedback that I had to give all of them.

It probably applies to you too.

It certainly used to apply to me, and still does on some days. It’s this:

None of them was not making adequate use of their status, endorsements, case studies, and success stories.

Maybe you wince when I say that. If so, you should know that doing it adequately doesn’t have to feel tacky, like maple syrup left to dry on the counter.

You can build up your status and share success stories in a natural, even helpful way. For example, consider what I did with this email.

I told you about my coaching program. I told you I filled it how I wanted to fill it. I built up the people inside the program to highlight they are qualified and successful.

And if I could only find some way to also work in the fact that I got these 5 people to each agree to pay me multiple thousands of dollars, using a 3-page Google doc, with no sales calls, no pressure or awkwardness, no haggling over price…

… then you might ask me how? How did I do it? And more importantly, how can you do it?

It certainly isn’t a magical 3-page Google doc that makes sales like that.

Instead, it’s a constant commitment to share your own status items, case studies, success stories… and to stuff those into regular emails, that are written so that people will want to keep reading.

If you have inhibitions about doing the first, then this email you’ve read should help you with that.

As for the second:

https://bejakovic.com/sme/

How to fix bad habits

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Yesterday, I was ellipting on the elliptical and to make the process less maddening, I listened to a podcast, which turned out to be surprisingly valuable.

It was a health podcast. The guest was a psychotherapist, a certain Dr. Glenn Livingston, PhD.

That name was familiar to me.

Turns out it was the same Dr. Glenn Livingston, PhD, who was also a successful direct marketer a while back.

​​I checked for his name in my inbox just now. He has at different times partnered with or been named-dropped by direct marketing rhinos and mammoths like Terry Dean, Ryan Levesque, Ken McCarthy, and Perry Marshall.

But back to the podcast. Like I said, it was a health podcast, about how to quit overeating.

Turns out Dr. Glenn is an expert on the matter.

Not only has he battled overeating his whole life, but he has written a bunch of books on the topic. The best selling one, Never Binge Again, has 19,224 reviews on Amazon.

Perhaps you’re wondering whether this email will ever get to a point. The point is this:

For years, Dr. Glenn used his psychotherapeutic training to try to quit overeating.

Never worked.

After years of therapy, introspection, and digging into his family history, Dr. Glenn finally unearthed the surprising root cause of why he was overeating his whole life (mommy issues).

And it still didn’t fix a damn thing. If anything, it made his overeating worse, because he now had a legit excuse, where he didn’t have one before.

And yet, Dr. Glenn did manage to get his eating under control.

​​I’ll tell you how:

He isolated, named, and in fact shamed the part of his mind that was craving and reaching for chocolate, for chocolate was his weakness.

Dr. Glenn told himself, “That is my Inner Pig talking. The Inner Pig wants its slop. But I am not one to be ruled by farm animals.”

The effect wasn’t immediate — few things outside direct marketing promises are. But the effect was there, and after a bit of time, this inner-piggization cured Dr. Glenn Livingston, PhD, of his overeating habit, making him a healthier, happier, better person.

The bigger point, as Dr. Glenn says on the podcast, is that identity is stronger than will power.

You can use this truth if you’re trying to influence and persuade others.

Or you can use it to fix your own bad habits.

I’ve just told you the main highlight of this surprisingly valuable podcast with Dr. Glenn Livingston. But there are more good things inside that podcast. And there’s more development of that core idea, that identity is stronger than will power, in a way that might help it actually sink into your head.

If you want to influence and persuade others better… or if you want to improve your own life and control your mind better, this podcast is worth a listen. Here’s the link:

https://bejakovic.com/bad-habits

Sell the summer, not the seed

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I’m making my way through an old issue of The New Yorker, from Mar 2023. I’m reading an article about seed and garden catalogues, which offer different strains of cabbage or beet for purchase by mail.

Fascinating, right?

Well, hold on. These seed and garden catalogues are mail-order businesses, and some have survived since the 19th century.

If you’re doing any kind of online marketing today, there’s probably something fundamental and (ahem) perennial to learn from businesses that have sold in a similar way for 100+ years.

So I pushed through the first page of the article. And I was rewarded. I read the following passage about what these seed catalogues really sell:

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Seed and garden catalogues sell a magical, boozy, Jack-and-the-beanstalk promise: the coming of spring, the rapture of bloom, the fleshy, wet, watermelon-and-lemon tang of summer. Trade your last cow for a handful of beans to grow a beanstalk as high as the sky. They make strangely compelling reading, like a village mystery or the back of a cereal box. Also, you can buy seeds from them.

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This is a great though unexpected illustration of something I read in Dan Kennedy’s No. B.S. Marketing of Seeds And Other Garden Supplies:

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As a marketer, you have a choice between selling things with ham-handed, brute force, typically against resistance, or selling aspirations or emotional fulfillments with finesse, typically with little resistance.

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Perhaps you will say that’s obvious.

Perhaps it is.

But how many businesses insist on selling seeds, or even the promise of large or fruitful plants, when in reality what their customers want is a village mystery, the coming of spring, or the tang of summer?

It’s all gotta mean something. Whatever you sell has got to go in a gift-box, and I’m not talking about cardboard or paper.

And now it’s time to sell something.

My offer to you today is my Most Valuable Email training. The seeds inside this training are a copywriting technique you can use every day to create more interesting and engaging content than you would otherwise.

But what I’m really selling is something else — a path to mastery. The feeling of growing competence with each email you write… the joy of looking and seeing patterns others don’t… the ability to transform yourself at will, from what you are right now into anything you want to be, in an instant, like Merlin in Disney’s Sword in the Stone.

For more information:

https://bejakovic.com/mve/

Don’t be like me

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For the past two days, I’ve been running a kind of flash offer I’ve called Copy Riddles Lite.

In order to promote that, I have finally done something I should have done months ago, and that’s to go through the emails that Australia’s best & world’s most provocative copywriter, Daniel Throssell, wrote to promote Copy Riddles back in September.

Daniel’s emails are filled with gold I could and should have been using to promote Copy Riddles ever since. Such as, for example, the following quotes:

“There are few other courses I fully and wholeheartedly endorse as strongly as one of my own. Copy Riddles is one of them.”

“I have literally never had so many people write to me after I start promoting something, offering unsolicited & gushing feedback on it!”

“It’s the most brilliant course concept I’ve ever seen … literally a gamified series of sequential puzzles that teaches you copywriting.”

So don’t be like me — lazy, careless, and self-defeating when it comes to promoting your own good offers.

Instead, when people write nice things about you and what you sell, save those comments… cherish them… casually drop hints about them over tea or coffee… and every Sunday or even more often, stand up on a soapbox, and openly and dramatically read out those flattering endorsements to everyone who might be interested and many of those who are not.

The Copy Riddles Lite offer is closing down tonight, in another 8 hours, specifically at 8:31pm CET.

Copy Riddles Lite is not a gamified series of sequential puzzles. That’s the full Copy Riddles course, which contains 20 such sequential puzzles.

Copy Riddles Lite contains just one such puzzle.

But it’s a puzzle that stands alone, without the rest of the Copy Riddles program. And if you can guess the right answer — or even if you don’t, but you put in the effort — it will teach you something very valuable about copywriting, in a very short period of time.

Copy Riddles Lite is priced lightly, according to its lite nature. And if you buy it and decide you want to upgrade to the full Copy Riddles program, I will credit you the price you paid for Copy Riddles Lite.

So if you’d like to get this piece of a highly endorsed training before I close down the cart, here’s where to go (no sales page, just an order page):

https://bejakovic.com/crl​​

Learning from hecklers and refunders

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Comedian Norm MacDonald once started a standup show when a heckler in the audience yelled out:

“Hey, you’re not very funny!”

The crowd, all of whom where there to see Norm, started booing the heckler. One guy yelled, “Toss the asshole out!”

Norm calmed the crowd down. “Now hold on,” he said. He wanted to understand what exactly happened. And he started talking to the heckler.

“So you go, ‘I’m gonna pay money to go see this dude…’ I want to understand what exactly happened. At some point in your life, you thought I was funny.”

The past couple days, I promoted Andrew Kap’s book, 3 Words I Used To Sell 100,000 Books. I even gave away a couple free bonuses to people who bought that book.

A lot of people took me up on the offer. They wrote in to say thanks for turning them on to Andrew’s book, and to ask for the bonuses I had promised.

Among all these people was one guy who first wrote me with proof of buying the book and then, before I could reply with the bonuses, wrote me a second message to say:

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I gave back the title, I’m sorry. Didn’t really apply to me. Don’t want to scam you for the bonuses.

Sorry, really like your stuff though.

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It’s standard daily email operating procedure to shame people who refund stuff or who say they can’t get value out of a valuable offer. It’s even common to toss them off your list.

But I thought, good on this guy for realizing eventually this doesn’t apply to him… and even more so for having the decency to write me and say so.

Still, just like Norm, I told myself, I want to understand what exactly happened here.

My email went out at 8:34pm.

My reader read my email and got excited. He bought the book immediately. By 9:00pm, he got the confirmation email from Amazon, forwarded it to me, and asked for the bonuses. Even though, as he realized over the next few minutes, this book or the bonuses or the promises didn’t really apply to him.

How exactly does this happen?

Clearly, the promo nature of my email had something to do with it. The deadline… the disappearing bonuses… the exciting, opportunity-like promises of it all.

But here’s the point, the message from this email:

Those things — deadlines, bonuses, exciting promises — are rooms in the house of persuasion. The house itself is built on a foundation. And that foundation is either stable and strong, or shifting and weak.

The foundation is trust. In my case, trust built up by daily emailing.

That’s how people find out in the first place about offers I create and deadlines I set. That’s how they get excited about the disappearing bonuses I announce and exciting promises I make.

Getting people to trust you like this is nothing mysterious or difficult.

It’s just a matter of consistency.

Like I said, in my case, that’s via daily emails. For years now. And though my offers change, and daily email topics change, and even my own attitudes change, there’s still some consistent core that people can rely on and trust.

You can do the same.

The longer you do it, the better. But it doesn’t have to take years to build up trust. It can be done in months, weeks, days, or sometimes even hours, if you say the right things.

But it all starts with saying something, and then doing so again, in some regular, consistent way.

My introductory offer — the least expensive course I offer — is an introduction to writing daily emails, called Simple Money Emails.

I’ve used the techniques in this course to write quick emails for clients that made lots of money.

But more importantly, I’ve used them for myself to create long-running relationships that lead to trust, engagement, and urgent sales like the above.

If you’d like to find out how you can do something similar, then take a look here:

https://bejakovic.com/sme/

Magic words that bring you status

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Yesterday, I went on Twitter in search of my own name.

What I found was a photo somebody had posted of a densely scribbled page, containing the text of one of my emails.

I squinted and leaned in so far my nose almost touched the screen. It was true.

People are actually copying out my emails by hand as a way to learn email copywriting.

It was a bizarre moment. It reminded me of the first time I printed a black-and-white photograph in my high school’s darkroom.

Take a normal-looking piece of paper, expose it to light for a second, then dump it into a bit of clear, water-like liquid. A picture emerges of something you had photographed days or weeks ago.

It feels like magic, because the ingredients seem so ordinary — paper, light, a bit of water-like liquid.

I’ve been writing this daily email newsletter for 5+ years. At first, I was writing mostly just to practice and then sending my emails out into the void.

After a while, I created an offer. I sent out an email just like the ones I had been sending out. Except this time, money came back at me.

It felt like magic, because it was still the same ordinary ingredients — a bare-bones text editor, ActiveCampaign, the blue “send” button.

Since then, I’ve continued sending the same text-only emails, just words in a text editor. And that’s been good enough to give me status and authority in this field. I got into copywriting some ten years ago by hand-copying issues of Gary Halbert’s newsletter. Today people are copying my newsletter issues by hand.

A few days ago, I announced I’m looking for five beta testers for a 3-month group coaching program.

The goal for this group coaching program is to implement the techniques and ideas I talked about on the “How I do it” call I held on Monday. Write interesting emails… build a list… grow your status… make money.

I announced this group coaching program to the people who were there for the live “How I do it” call, and to the people who signed up for the recording.

And in spite of the fact I once again managed to muck up the tech, so that some people never got the link to join the live call, and others never got the recording, I’ve so far filled three of those five spots. I also have a few people who’ve expressed interest in the remaining two.

But I want to get this sign-up process wrapped up now, so I can kick the group coaching off.

So if you’re interested, hit reply and let me know a bit about who you are and what you do.

I will send you a doc with the full info on this 3-month program, and you can decide if it’s for you or not.

If not, no problem. But if yes, then you can join us, and we will start next week.

How to get drug-dealer levels of cash without selling drugs

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Last Monday, I wrote an email about Pinky Cole, the founder of Slutty Vegan, a fast-food brand with 11 locations, valued at $100M.

I’ve been traveling in the days since, so I didn’t get a chance to finish the New Yorker article where I first read about Pinky Cole.

I was reading that article again this morning. I found out that when Cole first launched Slutty Vegan back in 2018, she did so without a physical location, just on a bunch of food-delivery apps.

The first day, Cole sold exactly one slutty, meat-free hamburger.

Things inched and middled and crawled along at this pace until Cole hired Ludacris’s manager, Chaka Zulu. Zulu helped Cole get a bunch of rappers, including Snoop Dogg, to endorse Slutty Vegan. Result:

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From there, demand exploded. “I felt like a drug dealer,” Cole said. “We had, like, trash bags of money, because we only took cash.”

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Along with reading the New Yorker, today I’ve been preparing intensely for the live training that I will host this coming Monday, about how I write and profit from this newsletter.

I’ve been collecting ideas for that training over the past couple weeks, and today I also made a big brain dump.

I realized I will have to significantly pare back all the valuable ideas I could share, in order to have a training that makes sense and that doesn’t go on forever.

But one thing I’m sure to keep is the point of the Pinky Cole story above.

It should be obvious enough. But if you want me to spell it out, and show you how it fits into making money with a newsletter, particularly if you also work with clients at the same time, then join me for the training on Monday.

This training will be free.

It will happen on Monday January 22, 2024 at 8pm CET/2pm EST/11am PST. But you will have to be on my list first. Click here to sign up.

Potentially harmful testimonial

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This morning, my floating guardian angel, Fred Beyer, wrote me a new message.

Over the years, Fred has repeatedly appeared out of the ether and pointed out harmful glitches and technical muckups in my marketing that were costing me thousands of dollars in lost sales.

But this morning, Fred wasn’t pointing out a technical issue. Instead he sent me a warning about my copy, specifically about a potentially harmful testimonial for my Copy Riddles program. He wrote:

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There’s a testimonial on your sales page that mentions the initial $300 you charged for Copy Riddles.

“Probably the best 300 bucks I’ve ever spent”

I’ve come across this before myself and I’ve always felt kind of cheated when I found out the training was now significantly more expensive.

There’s an inner voice that goes: “Sure it was worth 300, but is it worth 1000?”

Obviously You’re the expert.

I just wanted to share, in case this little testimonial drowned in the hubbub of running your biz.

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Fred raises a good point.

That “best 300 bucks ever” is a kind of anti-anchoring. It goes against the smart marketing practice of pegging your price to a drastically higher sum, and then lopping off zeros to your prospect’s relief and joy.

Perhaps the thing to do would be to take that “300 bucks” testimonial down.

But I never miss an opportunity to flirt with sales prevention. So rather than take that testimonial down, I will actually highlight it. Here’s the full version, which came from Robert Smith, who runs his own CRO agency. Robert wrote:

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I’ve spent close to 150k on copy courses and mentors.

John Bejakovic’s Bullet Copy course is probably the best 300 bucks I’ve ever spent.

One word: “source”. He shows you source material — pre twist — and then re-twists it, so you know how the twist works.

Just send him an email and ask him to enroll you in it.

If, after lesson one, you don’t immediately say, “this is the best 300 bucks I’ve ever spent”, then send an email to rob@robertsmithmedia.com and I’ll send you a refund (then, write your name down in my book of “copywriters I’ll never hire.”)

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Robert went through Copy Riddles back in 2021. And yes, the course has gone up in price since.

I first sold Copy Riddles at a low price and I gradually pushed the price up — this made it psychologically easier to sell something of my own.

In the meantime, my own status has grown, the endorsements for Copy Riddles have poured in, and today I can and do sell this course for $1,000.

But that’s about me me me. What about you you you? How is it possibly fair to you that I’m charging $1,000 for Copy Riddles today, when I charged just $300 for it a couple years ago?

First of all, $1,000 is still a fair price and then some.

If you actually go through this course and apply what it teaches in a real marketing endeavor, then the info inside can be worth tens of thousands, or hundreds of thousands, or millions of dollars to you over your career.

You might think that’s exaggeration. But it’s just the nature of copywriting and marketing. Good selling skills, multiplied over a large enough audience, can create a lot of wealth, and quickly.

Second, a high, achievable, but uncomfortable price actually makes it more likely you will profit from the course.

I don’t believe the old chestnut, “If they pay, they pay attention.” I know many people who pay, and still never do anything with what they paid for.

But I do believe that if you pay a lot of money, and that makes nervous, you will push yourself out of your comfort zone and find ways to justify the uncomfortable price to yourself.

If you ask me for proof, I can give you myself as an example.

Some five years ago, I joined the coaching group of A-list copywriter Dan Ferrari. Over the course of about six months, I paid Dan multiple tens of thousands of dollars for this coaching.

This wasn’t money I could easily spare. In fact, I was eating away my savings, because I was paying Dan more than I was making. Each month, when it was time to make a new multi-thousand payment to Dan, I literally had cold sweat on my forehead and electric shocks down my spine.

I’ve written before about my experiences with this coaching:

Dan gave me valuable and practical marketing and copywriting ideas. But the real value was the price I was paying him. It made me so uncomfortable that I worked much harder to apply the ideas Dan gave me, to hustle and make do, simply because I had to.

Result:

In the month after I was done with Dan’s coaching, the floodgates opened. I started making the kind of money I had never made with copywriting before. Within the first two months at this new level, I had fully paid off the tens of thousands of dollars I had paid to Dan.

So to answer the question that was rumbling in Fred’s mind, and that may be rumbling in yours…

“Sure it was worth 300, but is it worth 1000?”

The answer is, it really depends.

Copy Riddles consists of 20 rounds. Each round covers a key copywriting concept.

If you don’t bother to go through all of the rounds, or if you don’t bother to apply them anywhere where they can possibly make you money, then Copy Riddles won’t be worth $1,000 to you, or any fraction of that.

On the other hand, if you go through each of these 20 rounds earnestly… if you do the daily exercises I give you… and if you apply the lessons in your own business or in your clients’ businesses, there’s no doubt in my mind that it will be worth $1,000 to you, and much, much, much more.

So Robert’s possibly harmful testimonial stays up. In case you’d like to see it in its native environment, or get started with Copy Riddles right now, here’s the link:

https://bejakovic.com/cr/

The beginning and the end of copywriting

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Today being January 1st, I find it an excellent opportunity to wish you a happy New Year and to point out the surprising significance of January.

As I learned when I was still young and very stupid, January is named after the Roman god Janus, the two-faced deity of doors, gates, and more broadly, beginnings and endings.

I say I was still very stupid when I first learned this, because my reaction was, “A god of doors? How lame. What’s next? A god of faucets?”

It was only later, after I read a book or two, that I found out just how fundamental the idea of a door — an entry point, an exit point — really is to the human mind.

Because all human perception, down at the most basic neurological level, is based on difference, contrast.

Right now, bunches of your neurons are frantically working to determine where they can draw a line, and call everything before it one thing, everything after it another, and convince you these are somehow meaningfully separate, and discard the many other details that don’t fit into that picture of the world.

Without this Januarial work of drawing lines and creating doors to come up with discrete concepts, we couldn’t really have any higher-level thinking.

That’s why it makes sense that January, the month of doors, comes before, say March, named after the Roman god of war, Mars.

“That’s truly fascinating,” I hear you saying. “I had no idea of the depth of your classical learning or your smattering of popsci neuroscience. But what does this have to do with marketing or making money or really anything else I might actually care about on January 1st?”

Everything. It has everything to do with it.

This basic observation, of the outsized importance of beginnings and endings, repeats itself at every level of the sales job.

At the level of entire sales campaigns, where the opening of the campaign and the closing of the campaign bring in almost all the sales…

At the level of individual sales letters, where the headline and lead on the one end, and the offer and close at the other end, represent 80%-95% of the effectiveness or sales pull of that letter…

At the level of individual sales claims or promises, such as the following:

“The simple 12-word-sentence that will make you the #1 candidate more often than you would ever believe.”

That’s a bullet written by A-list copywriter Gary Bencivenga, considered by many to be the greatest of the greats because he won so often against other A-list copywriters.

You might think Gary’s bullet is just a simple, direct response promise. But there’s a surprising amount of subtle psychology that goes into this bullet, with a particular emphasis on what Gary chooses to put first in this bullet, and what to put last.

I won’t explain that subtle psychology here, but I will tell you the following:

Wouldn’t it be nice to start this New Year acquiring a new skill, a truly valuable skill, a skill that few others possess?

Wouldn’t it be nice to acquire one of the greatest skills you can have as a copywriter, whether you write for clients or for your own business?

Wouldn’t it be nice to acquire a skill that ultimately all effective copy comes from?

You probably know what I’m talking about.

But if you’d like to make 100% sure, or if you’d actually like to use this January 1st to get yourself this skill and the associated bump in fortune that this skill can bring, then take a look here:

https://bejakovic.com/cr/