Gene Schwartz

Boredom Therapy

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I remember one time as a kid, I was home alone, sitting in one part of the apartment.

“All right,” I said to myself. “Time to go sit in the other part of the apartment now. Let’s go.”

But nothing happened.

Because I was at home, and alone, it was a very low-stakes situation. So I just kept sitting there, and observed the strangeness of it.

“Let’s go now,” I said again to myself.

Still nothing. So I sat and waited, knowing that eventually something would happen.

And sure enough, at some point a little later, my body, on its own, without any seeming command from me, got up and moved to the other room.

I’m reading a book now called A Life of One’s Own. It records the experiences of one woman, Marion Milner, who decided to keep a close eye on her own mind, what makes her happy, what she really wants out of life, what she can do to get more of it.

Last night, as I was reading this book, I came across the following passage:

“The function of will might be to stand back, to wait, not to push.”

Milner wrote that for much of her life, she thought there were two possible paths through life. One was the path of the whip, of using her will to force and push herself to move. The other path was a kind of negation of the will, a cow-like acceptance of whatever happens.

But in time, Milner realized there might be a third path. That’s what the quote above is about.

Maybe it’s not about sitting around like a cow… or of whipping yourself until you finally act… but of using the will in some other way, to stand back, to wait.

This reminded me of something else I read recently, about “free won’t.”

You might know about neuroscience experiments that show our actions and choices are detectable in the brain a good fraction of a second before we become consciously aware of them — ie. before we consciously “decide” on them.

This has led some people to conclude there’s no such thing as free will.

What you might not know are some equally interesting neuroscience experiments, in fact by some of the same neuroscientists as above. These other experiments show that in that fraction of a second from the time that our brain decides to do something to the time it actually happens, the conscious mind can veto the decision, and stop it from being carried into action.

Hence, even if we don’t have free will… we might still have “free won’t.”

I don’t know what this all neuroscience really means in practical terms. But the first part, about actions and choices coming from somewhere outside our consciousness, meshes with my life experiences, such as the one I had as a kid, telling myself to move, and having nothing happen.

The second part, about the power of the conscious veto, meshes with what Milner is saying, and some of my other life experiences.

In fact, I wrote an email almost two years ago, back on March 23, 2022, about how I’d started taking 7 minutes to do nothing before I got to work.

My 7-minute productivity hack involved just sitting and staring and allowing myself to get antsy. When the seven minutes were up, I found I was ready and eager to start work, instead of having to force and push myself.

At the time, I didn’t make the leap that this could be more broadly useful. But it’s something I’ve realized over the past few months. I call it Boredom Therapy. Here’s an example session:

1. Say I sit down to read a book like Milner’s. It’s going great for a couple minutes. But suddenly I get the idea, “Let me check my email. Maybe there’s something exciting waiting for me!”

2. If I catch that thought early enough, it’s easy to stop myself, at least once, from going and checking my email. But here’s the crucial part.

At this point, I don’t just force myself to go back to reading, even though my thoughts are clearly elsewhere, and even though the email-checking idea is almost bound to pop up again soon.

Instead, I put the book down, and I just do… nothing. I allow my thoughts to run as they will, and I just sit there.

3. In time, my thoughts get spent, and I get eager to read the book again.

I still wait a moment to make sure this is not a trick my thoughts are playing on me — another form of restlessness.

If it is a little trick, then I just keep waiting and doing nothing. Otherwise, I lift the book off my chest (I tend to read lying on the couch), and I pick up reading where I left off.

I used the example of reading a book to show how I use Boredom Therapy. But Boredom Therapy is just as good for getting work done… or for exercising at the gym (when I think, “I’m not feeling it, let’s go home”)… or, if Milner is right, for living your life in general, the way you want to, and enjoying the process.

I realize this might all sound vague or fluffy or even a little suspicious. After all, you’ve probably never heard of Marion Milner before, and you don’t know why you should listen to her. And as for me, I have a long and public track record of magical, impractical, and even nonsensical thinking.

So let me tell you one last story. It has to do with an A-list copywriter, Gene Schwartz.

Schwartz had enough time in his life to write several books about copywriting, including possibly the greatest book in the field, Breakthrough Advertising.

He was also a published biblical scholar.

And of course, he wrote hundreds of sales letters for himself and for his clients, which paid for his Park Avenue penthouse, his world-class art collection, and his Manhattan millionaire lifestyle.

Schwartz did all this by working just three hours a day.

He famously had a kitchen timer that he set for 33 minutes and 33 seconds. He worked in these half-hour blocks, and then he took a break.

These 33:33 time blocks are what people today tend to focus on. But if you ask me, it’s the wrong thing to focus on.

The right thing is exactly what I’ve been telling you, Boredom Therapy, because Schwartz practiced the same. In his own words:

===

I have no goals for the next 33.33 minutes except to work on the copy.

Okay, I don’t have to work on the copy. There is absolutely no necessity for me to work on the copy.

I can sit there. I can stare. I can drink the coffee. I can stare some more, drink some more coffee.

I can do anything in the world except… not get up from the desk, not even write my own name. I just sit there.

Sooner or later, I’ll get bored. My boredom comes in one or two minutes.

Then, I begin looking at the copy. As I look at the copy, I begin paging up and down, and as I do that, something reaches out from that computer and grabs me, and says, “Hey, aren’t I beautiful? Hey, aren’t I powerful? Hey, start with me.”

===

By the way, that quote is part of a talk that Schwartz gave at Rodale Press.

To my knowledge, Schwartz’s talk is not available anywhere for free. But it is available as a free bonus if you buy Brian Kurtz’s book Overdeliver, which sells for $12.69 in Kindle format on Amazon.

In fact, this Gene Schwartz talk is part of a dozen bonuses, which sold for hundreds of dollars worth of real value in their time, which Brian has been giving away to buyers of Overdeliver.

If you ask me, it’s the absolute best deal in direct marketing land.

Not because you pay $12.69 to get hundreds of dollars’ worth of books, trainings, and courses.

But because the direct marketing wisdom in these books, trainings, and courses, much of it not available anywhere else, like Schwartz’s talk, has directly been worth tens of thousands of dollars to me so far… and will be worth much more in time, as I continue to revisit, rediscover, and apply the ideas in these free bonuses.

if you want to benefit from this incredible collection also, here’s where to go:

https://overdeliverbook.com/

Problem: There’s nothing happening in my brain

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It’s day three after my flight back from North America to Europe. Jet lag skipped the first night, but kicked in last night.

I went to bed at 10pm, woke up at 1am, lay awake, got up, read for a while, went back to bed, tossed and turned some more.

I’m guessing it was 5am by the time I finally fell asleep again. I slept until 10am and woke up like I was emerging from a month-long coma.

I’m telling you this because it’s now a few hours later. I’ve gone outside to clear my head. I’ve had breakfast. None of it has helped.

It’s time to write my daily email. But because of this disturbed sleep and resulting confusion, and because it’s very late for writing by my usual standard, there’s absolutely nothing happening in my head.

No new ideas for today’s email.

Nothing good based on recent reader replies in my inbox.

Nothing in my extensive journal that sparks any kind of miserable light in my mind.

In situations like this, I have enough experience that I can brute-force my way and write something acceptable. And that’s what I started to do today as well.

But then I caught myself.

I realized that the fact that nothing is happening in my brain today is my topic for today’s email.

I recently listened to an interview with a stand-up comedian, Chris Grace. Grace was talking about what he does when things are not going well, when his jokes are falling flat, when the audience isn’t responding. He said:

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My main tool is that I never pretend that it’s not going the way it’s going. And I think this is a pretty common standup tactic, which is just to call out exactly what is happening in the room.

​​I think the skill level here is how aligned you can be with the exact energy of you plus the audience. So if there is a certain tone happening or if there is a vibe, the closest you can get to accurately naming that vibe and building from there, it can help you unify the room sometimes.

===

I heard somewhere that the legendary copywriter Gene Schwartz threw out all of his winning sales letters and ads.

Schwartz didn’t have a swipe file to consult. He didn’t have templates. He looked at each sales situation as unique. And he tried to align himself and call out the exact vibe of the market he was writing to, right in that moment. This is how he paid for a penthouse on New York’s Park Avenue… a world-famous art collection… and an all-around ritzy Manhattan lifestyle.

It works in dating, too.

​​I once went on a first date with a Norwegian girl. She was a very smooth conversationalist. I believe she was a psychologist, or maybe a therapist.

Through her professional training, this girl kept the conversation on our date going without the slightest hitch. She made me feel she is very interested in my life story… what I’d studied in my many years of college and grad school… what I think about turtles, life, and the universe.

I kept talking and talking. Gradually, panic started to build inside me. I realized I was drowning in quicksand.

So when the Norwegian girl smoothly transitioned from one waning topic and opened up yet another avenue of promising scientific discussion, I cut her off.

“No, we’re not going to talk about that,” I said.

“We’re not?” she asked. “Why not?”

“Because we need to do some first-date stuff.”

She laughed. “What do you have in mind?”

“This is the moment during the first date when you and I have to work together. We have to see if we can create some kind of sexual spark between us.”

The girl’s eyes sparkled for the first time that night. And the conversation shifted to much more promising waters, about the strange hookup culture in Norway, about how dating worked in Hungary where I was living at the time, and about the kinds of things she found attractive in men.

I’ll leave off that story for now. And I’ll just remind you of the power of calling out the vibe, whatever it is — particularly if it’s not working in your favor.

That’s free, highly specific advice on persuasion and influence.

For paid, more widely useful advice, specifically a framework for owning persuasion and influence skills of all kinds, take a look here:

https://bejakovic.com/mve/

Is the daily email marketplace glutted?

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I’m on the Amtrak from New York to Baltimore, sitting the wrong way, away from the direction of travel, bouncing up and down as trees and warehouses zoom by me. It’s not a great time to write a daily email.

​​Fortunately, a long-time reader fed me a good email prompt a few days ago. He wrote:

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For a while now, I’ve been feeling like I’m inundated with emails from copywriters, marketers and direct marketing companies.

Until a few months ago, I took pleasure in reading everything.

Now I don’t anymore.

[…]

Lately, I enjoy reading newsletters about what is happening in the world, novels, history books, detective stories, and business history textbooks.

I hope this metamorphosis of mine is normal.

===

My reader’s message sums up the concept of the sophistication of the marketplace, as described by legendary marketer Gene Schwartz, in the experiences of one person.

A man will enter a specific marketplace. He will be new, interested, and engaged by just about everything there.

In time, he will become more selective, more skeptical, or even leave that specific marketplace altogether.

Is this a problem?

​​Is it a vote against ever starting a business in general?

​​Or is it a vote against starting a daily email newsletter right now?

Of course not.

The fact is, there are uncountably many humans alive on the planet right now. You only need a tiny number of them to be interested in what you are writing or selling right now to do very well for yourself and your business.

It’s much like a direct mail sales letter, which will typically only get a 2% response rate, even when mailed to a highly qualified list of prospects.

98 out of 100 targeted, pre-selected prospects won’t get the sales letter… or won’t bother to read it all the way to the order form… or won’t be persuaded to buy.

Only 2 out of 100 will actually respond and send in any money.

And yet many big fortunes over the past century have been built on those 2%.

The same applies to you today, with even more extreme numbers.

That said, it is undeniable that different formats – email newsletters as opposed to video courses as opposed to books — will attract different kinds of people, and in different mindsets and stages of sophistication.

In my experience, he more serious and successful people are, the more likely it is that they read books.

So if you do write a regular newsletter, it makes sense to adapt your best content, and turn it into a book. You will often reach great prospects who might be among the 98 out of 100 who would never read your newsletter, at least not today, before they really know you and trust you to have something worthwhile to say.

That was one of the motivations for my 10 Commandments of A-list Copywriters book.

​​That book was quick to write. And yet it’s one of the best thing I’ve ever done for my standing in the industry and for attracting quality readers to my newsletter — readers who might never have read otherwise.

For more info on this quick and yet worthwhile book:

https://bejakovic.com/10commandments

My first 1-star Amazon review

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It finally happened. I finally got my first 1-star Amazon review.

I wrote back in May about how I had gotten a 1-star review of my “10 Commandments of A-list Copywriters” on Goodreads, a book review platform.

That review was in Serbian, a language that I understand. The gist of the review was an attack on direct response copywriting. “Outdated!” “Cringe!” My poor book, which has the word “copywriters” in the title, apparently attracted somebody who loves to read about a topic they hate.

That’s okay. Because I wrote an email about that review and I profited from it.

But I’m not sure I can profit from my first 1-star Amazon review. Because a while back, Amazon started allowing reviews that don’t say anything, but simply just pick a number of stars.

What precise and profound comment did my reader mean to express by choosing a single star for my book?

Perhaps the reader had some genuine gripe or even a legitimate critique of the actual content.

But perhaps he or she read the book and thought it was great, and wanted to reward me for writing it: “This book is so good it reminds of my home state of Texas! Here’s a lone star fer ya.”

Or perhaps this reader thought the book was too valuable to share, and wanted to discourage others from reading it and getting good ideas from it also.

Unfortunately, we will never know.

Instead, in order to profit from this zero-content review, let me tie it up with something more substantive. And that’s a message I got last week from Kieran Drew.

As you might know, Kieran is a bit of a star in the creative entrepreneur space. He has close to 200k followers on Twitter. He also has a big and growing email newsletter, with over 25k readers.

Earlier this year, Kieran launched a course about writing, High Impact Writing. Over the course of two 5-day launches, he sold over $300,000 worth of this course to his audience.

But back to the message Kieran sent me last week.

​​It simply said, “hope you’re well mate, continuing to spread the good word.”

​​Beneath that was a screenshot of a tweet that Kieran wrote earlier that day:

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Copywriting is the most important skill for any creator.

My 5 favorite books (if you’re a beginner, read in this order):

1. Adweek Copywriting Handbook
2. Great Leads
3. Cashvertising
4. 10 Commandments of A-list Copywriters
5. Breakthrough Advertising

===

I’ve never read Cashvertising. But the others I have read, and multiple times each. It kind of tickles me to be included on a top-5 copywriting list along with Joe Sugarman and Mark Ford John Forde and Gene Schwartz.

I’ve been pushing my 10 Commandments book pretty hard over the past few days.

Today is last day will be pushing it for a while.

Of course, you can choose to buy it today or you can choose not to. There’s no urgency, beyond the fact that people who care about writing and know about online business success think that what’s inside this book is valuable.

It might be so for you too. If you’d like to stake $5 on it to find out:

https://bejakovic.com/10commandments

How I changed myself from lazy and aimless to disciplined and motivated

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I was talking to my mom a few days ago, and right before we got off the call, she paused.

​​”You know,” she said, “it’s really great you’ve become so disciplined and self-motivated.”

I grunted.

“I remember this one time,” she continued, “when you were 18 years old. And you said that the only hope for you is either the army or prison. That you needed that kind of outside structure.”

I don’t remember ever saying that, but it sounds about right.

For the longest time in my life, well beyond age 18, I was aimless, floating about from place to place, from habit to habit, as the days flipped by.

To top it off, I’m very lazy by nature. My big ambition in life was not to work. No wonder I concluded my only hope was either the army or prison.

So. How did I go from there to where I am today, being relatively disciplined, hard-working, even successful… with no army or prison along the way?

Honestly, I don’t know. ​​Time, small steps, and seeing the example of others definitely helped. Like I wrote a few days ago, when we’re unsure, we ping our environment for references.

I’ll say more about that in a second, but first, on to work:

Yesterday I started promoting the Infostack copywriter bundle. 14 ebooks and courses and trainings by copywriters, about various aspects of copywriting. The reason I’m promoting it is because I’m participating in it — my 10 Commandments of A-List Copywriters is one of the 14.

I said yesterday I will go through the bundle myself and tease the best individual content.

What in the hell was I thinking?

It takes a ton of time to do that, or at least to do it well. Gene Schwartz took weeks to build his “vocabulary” — to go through the book he was promoting and to underline all the interesting bits.

I have no time to do that with all these books and courses, and certainly not by Friday, which is when I’m ending this promotion. So I will just tell you the following, and then you can make up your own mind.

Much of the bundle, about half, is real newbie stuff:

Four Weeks to Freelance Writing… Stop Aspiring, Start Writing… How To Become A 6-Figure Content Writer… Get Paid To Become A Freelance Copywriter…

Sure, these guides have specific advice for you. How to motivate yourself, how to get going, how to get your first client, how to get paid that first $100 or $1,000.

But really, if you are a newbie, then I figure the actual value in this bundle is likely to be the example of a dozen different copywriters who have made it, who are doing what you would like to do, showing you that it’s possible, and maybe getting you to finally take that first step yourself.

Do you need to pay $49 for this encouragement or motivation?

Certainly not.

On the other hand, if that finally does click in your head because one of these copywriters connects with you, and encourages you to take that first step, and the step after that, then it will be worth much more than $49.

As for the how-to info in this bundle, again, I cannot speak to any of it because I haven’t gone through it. But I can speak to the four free bonuses I am offering if you do get this bundle.

I want to guarantee this bundle is worth your $49 even if you don’t go through a single one of the participating trainings, courses, or ebooks (except my 10 Commandments of course, do read that because it’s great). And so I’m offering you the following four bonuses:

1. Copywriting Portfolio Secrets ($97 value)

In this training, I show you how to build up your copywriting portfolio in the fastest and most efficient way, so you can start to win copywriting jobs even today. I show you the best way I’ve found to win 4- and 5-figure jobs I REALLY wanted, even when I wasn’t qualified for them, and how you can do it too.

I previously sold this training for $97. But it’s yours free if you take me up on my Infostack offer, which also includes my…

2. No-Stress Negotiation For Well-Paid Copywriters ($100 value)

This guide outlines my 7-part negotiating system, which I adapted from negotiation coach Jim Camp. This system kept me sane while I still regularly interviewed and worked with copywriting clients. Follow these seven principles, and you will end up making more money, working with better clients, and being able to stick to it for the long term.

I only offered this guide once before, as part of the $100 Copy Zone guide, which also featured….

3. How To Get Set Up On Upwork

This free bonus is an excerpt from a short self-published book I wrote once, How to Become a $150/Hr Sales Copywriter on Upwork: A Personal Success Story that Almost Anyone Can Replicate. It tells you how to actually get set up on Upwork — the details of your profile page, your description, your title.

If you combine this bonus with the two bonuses above — Copywriting Portfolio Secrets and No-Stress Negotiation — you have a great shot of winning a job on Upwork by the end of this week, or even today.

And finally, my bonus stack also includes…

4. Dan’s Timeless Wisdom (priceless, or $25k+)

Between August of 2019 and March 2020, I was in Dan Ferrari’s coaching group. As you might know, Dan started out as a star copywriter at The Motley Fool, and went on to become one of the most successful, most winning, big-money direct response copywriters working today.

Inside his coaching group, Dan dispensed copy critiques, marketing advice, and mystical koans to help his coaching students get to the next level.

At some point, I had the bright idea to start archiving the best and most valuable things that Dan was saying. I got 25 of them down, and they are all included in this document, which has until now only been shared with Dan and his coaching students.

(By the way, I never tallied up the exact and rather painful amount of money I paid to Dan for the coaching. It was north of $25k. I do know I made it all back, and then some, in just the first two months after I stopped with the coaching, thanks to just one tip I got from Dan.)

So there you go. If you want the Ultimate Copywriter’s SUPER Stack for its $555.86 worth of value and inspiration, yours for just $49…

… or if you want my add-on bonuses for their $25,197/∞ value, yours free…

… then here’s what to do:

1. Buy the Ultimate Copywriter’s SUPER Bundle at https://bejakovic.com/infostack

2. You will then get an automated email from ThriveCart with a link to a special, members-only page on my site where you can access the four free bonuses above.

Important:

Infostack’s bundle offer is live now and will go on for a week, but I will only be promoting it until this Friday at 8:31pm CET.

That’s how long my offer with the bonuses above is good for. Your gotta buy this bundle before Friday at 8:31pm CET to get my bonuses. So if you know you want them, why not get them now?

Is this the most immoral email ever written?

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Or is it the most sensible, the most practical, the most revolutionary thing you will read today?

To find out, ask yourself these three questions:

1. Is your business or career a source of annoyance or frustration instead of a source of pleasure and fulfillment?

2. Have you become tense and irritable because of the incessant, nagging demands made upon you by others?

3. Do you remember my email from last week, the one where I had a little story from Drayton Bird, about how he and Gene Schwartz independently wrote the exact same ad headline, word-for-word?

Well I tracked that ad down. By the tone of it, I guess it’s the Gene Schwartz version.

This ad sells a book — “the most immoral book ever written?” — which was initially published in 1937, then went through a lot of reprints, then went out of print, and was finally resurrected in the 1960s by Gene for his mail-order book-selling empire. Gene is still supposed to be the guy who has sold the most books by mail in history.

I invite you to check out the full ad on the page below. If, after 10 days, you do not believe that Gene Schwartz’s masterful cold reads can dramatically transform your marketing, you may return the ad and owe nothing. Otherwise I will bill you for $0.00 plus postage. Click the link below and then read the page that opens up:

https://bejakovic.com/most-immoral

Serves me right for soliciting wishes

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Last month, I sent out an email about a training I want to put together, on how copywriters can create their own offers. I’m still planning to put that training together, and I will have it out later this month.

Anyways, in that email, I asked for input. What’s your current situation… what’s holding you back from creating your own offer… what questions would you wish that I answer if I put this training together.

I got some good responses. But one reader got greedy. He decided to treat me like the genie of the lamp, and he wished the forbidden wish:

“Tell me how to create an offer that’s guaranteed to be irresistible!”

Upon hearing this, I bounced around like an angry djinn, exploding into a million little exasperated stars. “That’s like wishing for more wishes! ‘Guaranteed’? ‘Irresistible’? It cannot be done!”

But then I rematerialized into my human form. I scratched my blue genie head, pulled on my genie beard, and thought for a moment. I reached back into my ancient genie memory, spanning thousands of years, thousands of copywriting books, and thousands of sales campaigns.

I realized there is a way that’s almost guaranteed to produce irresistible offers.

​​At least, I found there’s a common element to all the offers I’ve created which ended up successful. On the flip side, I also found this element was lacking in all the offers which fizzled.

I won’t spell out what this magical element is — not here. It’s something I will reserve for my Mystical Cave of Secrets, aka that training about offers I will put on later this month.

But I can give you an idea of what this element is, using my most successful offer to date, Copy Riddles. If you pay close attention to what I’m about to say, you can figure out what I have in mind.

Here goes:

Copy Riddles is built around a simple bit of advice by the legendary, multimillionaire copywriter Gary Halbert.

Gary’s bit of advice has been endorsed by A-list copywriter Parris Lampropoulos. Parris said that if you follow Gary’s bit of advice, you’ll learn to write copy and make lots of money. And Parris should know — because he himself followed Gary’s advice, applied it, and made lots of money.

Parris isn’t the only one. Marketer Ben Settle also admitted that he followed Gary’s advice and profited as a result.

And another Gary — Gary Bencivenga, who has been called America’s greatest living copywriter, said he managed to beat a control by Gene Schwartz as a result of following this same approach that Gary Halbert advised, though he arrived at it independently of Gary Halbert.

And what is that bit of advice?

It’s​​ simply to look at sales bullets from successful sales letters, and to compare those bullets to the source in the book or the course or whatever that the sales letter was selling. That’s how you can spot the “twists” that top copywriters use to turn sand into glass, water into wine, lead into gold.

So that’s what I did.

I tracked down both the source material, and the bullets that sold that source material. But not just any bullets. Bullets written by A-list copywriters — including the two Gary’s, including Parris, including many more like David Deutsch and John Carlton — who were all competing against each other in the biggest big-money arenas of sales copywriting and direct marketing.

And then, rather than just creating a how-to course based on the tricks and tactics that I saw these A-list copywriters using in their sales bullets, I created a fun, immersive, exercise-based experience that I summed up in the title of the course, Copy Riddles.

Result? Here’s marketer Chew Zhi Wei, who went through Copy Riddles a while back:

===

By the way just wanted to thank you for such an amazing course. This might be one of the most valuable courses that I have ever have the privilege to attend. So much so that I even feel that you’re underselling how much value you’re actually gifting away. Thank you so very very much.

===

Is it clear now how to make an almost irresistible offer? I hope it is. And if not, you can find it discussed in more detail in rounds 6-12 of Copy Riddles, with round 11 being particularly relevant.

If you’re curious about all that, here’s where to go:

https://bejakovic.com/cr

If this email makes me any money, I still won’t really get it

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I read a story a while back about a man named John Clauser.

Clauser studied physics but he struggled with it. That resonated with me, not because I studied physics, but because I studied math, and I struggled with that.

Anyways, Clauser had to take a grad-level course in quantum mechanics.

He failed. Twice. Eventually he managed to pass but he never really “got” it.

Some time later, Clauser decided to design an experiment to disprove quantum mechanics. His advisors told him not to do it. Clauser insisted. Maybe his ego was on the line.

Clauser carried out his experiment, which was meant to falsify a key prediction of quantum mechanics. Instead, to his disappointment, Clauser demonstrated quantum entanglement, just as the theory predicted.

Last year, Clauser won the Nobel Prize in physics for his work. He said, “I confess even to this day that I still don’t understand quantum mechanics.”

In his book Breakthrough Advertising, Gene Schwartz compared copywriters to atomic scientists. Gene argued that both copywriters and atomic scientists work with primal forces of nature. They cannot create those forces, but they can harness them and use them.

I’d like to extend Gene’s analogy. It’s not just that we can’t create those primal forces. We can’t even understand them, not really, not using our everyday human intuition.

Nobel-winning physicists still don’t understand quantum mechanics. ​​A-list copywriters still don’t understand human desire multiplied.

A few decades into his career, Gary Halbert put a lot of money into a weight loss product with a great proof element — a high school student who lost almost 600 lbs. “Without hunger! Without pills! Without low energy! Without giving up good food!”

Gary flew down to interview and record the guy. He created the product. He wrote and ran the ads. He put in dramatic before-and-after pictures and a money-back guarantee.

The ads bombed.

Nobody wanted this thing. Why? Nobody knows. You would think that a weight loss offer with a strong proof element and copy written by Gary Halbert would be a sure shot.

As screenwriter William Goldman once said — about those other people who cater to human desire, the Hollywood crowd — “Nobody knows anything.”

My point is not to depress you, by the way. Gary Halbert made millions of dollars and lived in Key West and fished all day long. William Goldman won a couple of Oscars. John Clauser got his Nobel prize. All that, in spite of not understanding how the damn thing works on a basic level.

The key of course is to keep generating ideas, to keep working, to keep taking a new step every day. And the day after, and so on until you drop dead. Great things can get accomplished in this way, and small things, and everything in between.

All right. I hope I haven’t inspired you too much.

I now have my Most Valuable Email training to pitch to you. I doubt you will be interested. You have probably heard me talk about this training before, and you have probably decided already it’s not for you.

That’s fine. But in case you want to find out more about Most Valuable Email, and how it can help you keep writing a new valuable email each day — and maybe even make money with it, God knows how — then take a look here:

https://bejakovic.com/mve/

Daniel Throssell prompts me to put Gene Schwartz into a bigger context

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In response to my “Age of Insight” email yesterday, Australia’s best and favorite copywriter, Daniel Throssell, writes to ask:

I love how you think about this.

But aren’t your three levels of marketing kinda just expressions of market sophistication — and the different techniques required to make an ad succeed at each level?

You’ve probably heard about market sophistication. It’s an idea from Gene Schwartz’s book Breakthrough Advertising.

Basically, sophistication is a question of how many ads people in your market have seen previously. The more ads, the more sophisticated — and you gotta act accordingly.

At first, a simple promise will do. Then you need a bigger promise. Then you need a mechanism. Then you need a cooler mechanism.

And eventually, people get soooo bored with all your promises and mechanisms. You’re in the last stage of sophistication.

So Daniel is asking whether my “ages of marketing” — the Age of Promise, the Age of Positioning, the Age of Insight — are just a restatement of Gene’s stages of sophistication?

​​​​And is insight just another concept that’s hidden between the densely written lines of Breakthrough Advertising?

As often, my answer is both yes and no.

Yes — because pretty much all of marketing is contained in Breakthrough Advertising. This includes examples of proto-insight and insight-like techniques.

And no — because while pretty much all of marketing is contained in Breakthrough Advertising, there is one thing missing.

As far as I understand, Gene’s sophistication model is about individual markets. The way Gene has it, when a market reaches the ultimate level of sophistication, it eventually dies, and a new market is born out it:

The market for cigarettes dies, but the market for filter cigarettes is born, like a phoenix rising out of the ashtray.

And then the market for filter cigs goes through the same stages of sophistication, from naive to jaded, as the cigarette market went through.

Eventually, the market for filter cigarettes also dies, and yet another new market — the market for flavor in cigarettes — opens up. “Winston tastes like a cigarette should.”

Sounds reasonable, right? Human desires and gullibility are infinite, right?

Well, about that. That’s the one thing that’s missing from Gene’s magnificent Breakthrough Advertising.

Like I said, Gene’s sophistication model is about individual markets.

But it doesn’t account for what happens to both society and to individuals after many such deaths and rebirths.

So what happens? ​​What happens after decades of advertising, after thousands or millions of our personal money spent on cars, cigarettes, detergents, copywriting courses, and book-of-the-month clubs — all of which failed to really deliver on the deepest promises we were hoping they would fulfill?

I’ll tell you.
​​
What happens is that more and more people become guarded against any kind of advertising — not just bored with the claims in a given market.

What happens is low self-esteem — people start to suspect that there’s something wrong with them, and that even the most credible and amazing new offer can’t help them.

What happens is compulsive aimlessness — as is endemic in the info publishing world — where people still buy on occasion, but they never consume or implement.

That’s when you enter the Age of Insight. And that’s when insight techniques become useful beyond the techniques that Gene talks about in Breakthrough Advertising.

All that’s not to say that promises or mechanisms or positioning are obsolete. You can still sell and influence using just those.

But as Gene says, it’s a matter of statistics. And today, more and more people are becoming jaded, defeatist, or simply indifferent in response to classic advertising and marketing methods.

The good news is that it is possible to reach them — and to open up vast new markets for your offers.

How do you do it? That’s something I talk about on occasion in my daily email newsletter. In case you’d like to read that, and maybe find out how to reach those unreachable people, click here and sign up to get my dailiy emails.

What I learned from copywriting

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Copywriting pays for my food, my rent, and my collection of black t-shirts.

Copywriting allows me to work on a Saturday, if I so choose, and skip Monday through Wednesday.

Copywriting has put me in touch with multimillionaires and even one billionaire.

It’s exposed me to strange new worlds, such as beekeping, billboard wholesaling, and penis enlargement.

But all that is kids’ stuff. Where copywriting really impacted me, where it changed me in ways I didn’t expect, is the following:

A. It taught me to read.

David Deutsch said, “If I had to do it all over again, I wouldn’t read 50 books one time each; I would read 10 books five times each.”

Other famous copywriters say the same.

So I reread books now. And I find mucho stuff in there that I didn’t see before. My brain changed in the meantime.

Also when I read, I’m much more careful. I keep stopping to ask myself, “Is this interesting? New? Useful? Could it be useful if I combined it with something else I’d read?” It’s slow and it’s work. But it’s a better use of my time than flying through text and not getting anything out of it.

B. It gave me a real acceptance of the moist robot hypothesis.

Scott Adams says we are all “moist robots”:

“Humans are wet robots that respond to programming. If you aren’t intentionally programming yourself, the environment and other people are doing it for you.”

This sounded outlandish when I first heard it… then amusing… then interesting… then believable… then obvious. Copywriting provided me with plenty of real-life examples. There might be something more inside of us, some capacity for experience and reflection… but most of what we do is moist robot.

C. It exposed me to the Gene Schwartz sophistication/awareness models.

This is so valuable whether you’re writing copy or doing any other kind of communicating. It can be summed up with the idea of starting where your reader/prospect/adversary is… But how do you do that? Schwartz’s models tell you exactly.

D. It taught me the low value of secrets.

And also the low value of supplements. And the low value of opportunities. In general, through copywriting, I’ve developed a suspicion of anything new being advertised for sale.

E. It taught me the enduring power of listicles.

For getting attention. Not necessarily valuable attention. Which is why I used the headline “What I learned from copywriting” instead of “5 things I learned from copywriting.” As Mark Ford said recently:

“If you want to get cheap readership, listicles are great. But they don’t do a good job selling anything, or getting serious attention, or creating a fan out of the reader, especially at higher price points.”

F. It taught me how to get rich.

I’m not sure if I ever will be rich. But I might.

Through copywriting, I’ve had an amazing business education. I’ve gotten to look behind the curtain at dozens of successful enterprises. I’ve found out exactly how they get their customers… what they sell to these customers… and how they keep selling more.

Maybe one day, I’ll turn that knowledge into actual success. Speaking of which, let me repeat something I wrote a few months back:

​​”Perhaps success is simply about choosing a field where you don’t mind getting better. Where the daily work is something you find enjoyable enough — or at least, not too repulsive — so you can continue to get better at it day after day.”

Copywriting is not my passion. I don’t have any passions.

But I don’t mind the daily work, and sometimes I even find it enjoyable. And that’s something I never thought would happen.

Maybe you’d like more articles like this. In that case, you can sign up for my daily email newsletter.