Yesterday, after I sent out an email with the subject line “201 good reasons to get on Daniel Throssell’s list today,” I got the following reply from a long-time reader:
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I know all you top level people charge big bucks for critiques.
I’m not sure why but today I decided to rewrite this email with my take on it.
If it can be useful to you, use it however you wish.
All I want from it is your critique and words of wisdom. Not some long breakdown critique. Just a couple minutes of your time and perhaps a couple lines of advice.
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What followed was a rewrite of my email from yesterday. It was really a re-write – basically every idea I had in the original email was there, just said using other words. Example:
[my original]
“Daniel’s offers are how he beat out a dozen other top email marketers during the infamous 2021 Black Friday campaign. It’s how he made the classified ads he ran this spring (mine among them) a big success for everyone involved. It’s why I ended up providing a unique and sizeable discount on Copy Riddles only to people on Daniel’s list.”
[my reader’s re-write]
“Daniel’s Offers. This is his Midas touch. It’s how he raced ahead of the pack during the buzzworthy 2021 Black Friday showdown. It’s the force behind his game-changing classified ads earlier this year. And guess what? It’s why there’s a unique, too-good-to-miss discount on Copy Riddles for Daniel’s elite.”
So.
Is this re-write, this new choice of words, better than what I had originally?
Or is it worse?
Think about that for a hot minute. And then I will tell you the correct answer, which is, who cares?
The best and most insightful copywriting book I have ever read is the Robert Collier Letter Book. And as Collier says in that book, “it’s not the copy so much as the scheme back of it.”
Yes, individual words have power. But they don’t have nearly the power of sound psychology.
There are lots of ways to tell people that you have secret knowledge. Whether you use the word secret, select, elite, insider, little-known, occult, forbidden, classified — that doesn’t really matter very much.
It’s the opportunity, the scarcity behind all those words that really gets peoples eyes going wide and their mouths hanging open.
Get the psychology down first. Then fiddle with the words. Or don’t, because if you got the psychology behind your words right, you will still make money.
That’s how and why the top copywriters make a lot of money.
So how do you get the psychology down?
Back to my email from yesterday. It was about how I’ve brought back my Copy Riddles course, and how I agreed with Daniel Throssell to offer an exclusive $200 discount to buyers who come via Daniel’s list.
In my email yesterday, I was letting my readers know about that, so they sign up to Daniel’s list in case they want that same discount.
The fact is, you have various options if you want to master the psychology behind the words, the scheme back of the copy. A particularly effective option is my Copy Riddles course.
As marketing consultant Khaled Maziad, who went through Copy Riddles a while back, wrote me about Copy Riddles:
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I loved that you didn’t include bullet templates but went deep into the psychology behind each bullet. This course is not just about the “how-to” of writing bullets but understanding the artistry and the deep psychology behind them… Plus, when and where to use them.
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I’m honestly not sure how long Daniel is planning to promote Copy Riddles — we didn’t agree on it, and maybe he is going to decide in real time based on the sales he sees.
I am sure that the only way to get that $200 discount on Copy Riddles is to be on Daniel’s list when he sends out the discount code.
Maybe it’s too late for that already. Or maybe it’s not.
Maybe, if you get on Daniel’s list right now, you will still have a chance at a $200 savings. If you’d like to at least have that option, which is yours if you want it, then here’s the link: