Parris Lampropoulos

Sub-format trumps copy

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The point of today’s email may be very obvious to you. But it wasn’t obvious to me, not for a good many years. And yet it’s very valuable — the numbers don’t lie. See if you agree:

​​I recently wrote about Joe Sugarman’s BluBlockers infomercial. It had a candid camera feel – Joe going up to people on the street, giving them a pair of BluBlockers to try, and recording them as they look around in wonder and say, “Wow, it’s so much sharper! Brighter, too!”

What I didn’t write about recently, but found interesting nonetheless, was a presentation given by top copywriter Evaldo Albuquerque. Evaldo was talking about tips and tricks to make an interview-style VSL a big success.

And then, there was an email I wrote a couple years ago about video ads my clients at the time were running on Facebook. The ads were very successful, and more successful than any other we had tried. They were modeled after BBC science videos — using stock footage, with overlaid subtitles that told an intriguing and dramatic story.

A-list copywriter Parris Lampropoulos likes to say, “Repeat after me: FORMAT TRUMPS COPY.”

The thing is, it’s easy to be shortsighted about what format means. Text sales letter? VSL? Podcast? Magalog?

The three examples I gave you above – Joe’s candid camera infomercial, interview-style financial VSLs, BBC-style stock footage ads — all three are formally video ads. But each is really a unique sub-format of video ads, which makes all the difference in their final effectiveness.

So repeat after me: Sub-format trumps copy. ​​

This brings me to a cool resource I’d like to share with you. It’s a steady source of analysis of some of the most persuasive, interesting, and influential sub-formats coming out today.

I’ll share this resource in exchange for something you can do for me:

Tell me about a unique format you enjoy.

For example, I’ve written recently about the YouTube channel Soft White Underbelly. It has a unique, consistent format across each episode, which I’ve grown to like.

I’ve also written about the Axios email newsletter about world news. It has another consistent format that I like.

So take a moment. Think about about a source of news, entertainment, education, inspiration — whatever — that you enjoy regularly and that has a strong, consistent format that you’ve grown to rely on and appreciate.

Then get on my newsletter if you’re not already on it. And when you get my welcome email, hit reply and let me know what this thing is, and if you want, tell me in a few words why you like its format.

In exchange, I’ll share with you the cool resource I mentioned above, all about interesting and emerging new formats. This resource might be enlightening and even very profitable for you, if you write or invent new DR advertising.

Two copywriting cowboys and a first draft

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This morning, I found myself, frown on my face, jaw clenched, staring out the window. I was actually stroking my chin, that’s how deep in unpleasant thought I was.

I was trying to come up with a way to start this email.

Finally, disgust swept over me. “Let me just write something, anything,” I said to myself. “In the worst case, it will be terrible. And I will just have to rewrite it.”

In case you’re starting to get a little nervous about where this email is going, let me ease your mind:

This isn’t me cowboy hollering at you to to git ‘er done.

Instead, I just want to remind you — and really, myself — of something I heard in an interview with Parris Lampropoulos.

Parris is one of the most successful copywriters working over the past few decades. He has something like an 80% success rate at defeating control sales letters. And he makes millions of dollars while working on only three or four projects a year.

Even so, Parris doesn’t produce winning copy straight out the gate.

In that interview, Parris said something like:

“When I first sit down and write the bullets for a promotion, I always think I’ve lost it. They’re terrible. Everybody will find out I’m a fraud. Then I rewrite the bullets once, and I think, maybe I will be able to get away with it. Third and fourth rewrite, they’re starting to look pretty damn good.”

So if somebody as successful, proven, established, revered, and experienced as P-Lamp still gets feelings of horror and doubt when he looks at his first draft… then maybe it’s okay if you and I also feel the same.

Or in the words of another A-list copywriter, Clayton Makepeace:

“Don’t compare YOUR first draft with MY 16th draft.”

“Thanks John,” you might say, “but I really don’t need encouragement to keep fiddling with my copy. I do that aplenty already.”

I feel you. I can revise my copy endlessly, moving a single word from place A to place B, and back again, over and over, a dozen times. There’s obviously a point at which it stops paying for itself.

But it’s good to still remind yourself that other people work the same way, including some of the best of the best. It can help you stay sane.

And just as important:

Reminding yourself of the power of rewrites can help you get going in the first place. Like what happened with me with this email you’re reading now.

So that’s all the cowboy hollering I have for you today. And now on to business:

I bring up both Parris and Clayton since they feature many times inside Copy Riddles.

That’s because both Parris and Clayton were a couple of the slowest — but most deadly — gunmen in the Wild West of sales copy. Here’s one of Parris’s bullets that wound:

“How to use an ordinary hairbrush to quit smoking.”

I discovered the secret to this (and many similar) brain-teasers by looking at Parris’s bullet… as well as the actual book he was selling.

The trick Parris used to write this bullet is simple. You can discover it in round 17 of Copy Riddles. Once you know it, you too can write intriguing stuff like this “hair brush” promise, on demand.

And then you can rewrite it… and rewrite it… and rewrite it some more. And slowly, it will start to look pretty damn good.

Anyways, enrollment for Copy Riddles closes tomorrow. So if you’ve got a hankering for some A-list copywriting skills, then pardner, head over here:

https://copyriddles.com/

The Playboy cartoon of A-list marketing truth

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When I was 12 years old, I had an accidental run-in with my first-ever, real-world copy of a Playboy magazine.

Along with the usual titillating stuff, all of which I’ve forgotten, I saw a cartoon that’s stuck with me for years. It had three panels:

Panel one showed a guy at the office, sitting at his desk, looking over a bunch of papers. But a thought bubble above his head showed what he was really thinking about:

​​Being out on the golf course.

Panel two showed the same guy at the golf course, about to take a swing. But there was a thought bubble above his head again.

​​Now, he was really thinking about being at home and having sex with his wife.

And maybe you can guess panel three.

It showed the same guy in bed with his wife. And the thought bubble was there also.

​​It showed — of course, the papers back on the desk at the office.

A few weeks ago, I wrote an email about how the best DM sales copy is not selling what it appears to be selling on the surface.

So financial copy is not really selling stock gains… but a feeling of vision and foresight.

And Boardroom’s Big Bastard Book of Secrets is not really selling clever ways to save on car insurance. Instead, it’s selling clever ways to feel smarter than your neighbor.

For a while, I wondered if there is one deep need that could be made to fit all sales letters in all markets.

One option is something that A-list copywriter Parris Lampropoulos said once. Parris said that, once you ask the “so what” question enough times about any feature or promise… the ultimate benefit always turns out to be, “So I can feel better about myself.”

So that’s one option.

Option two is not to worry about going deep. Instead, just keep the Playboy cartoon above in mind. And just subtly suggest something other than what’s on your prospect’s mind at the moment.

For example, all bizopp offers are upfront about selling big money now. But more subtly, many also suggest a new level of attractiveness that money will make possible.

On the other hand, pickup gurus are directly selling a new level of attractiveness. But on a deeper level, many also suggest the self-acceptance that will come from success with women.

And finally, many meditation programs are selling instant self-acceptance. But on a deeper level — and not even very deep — they are also promising the money that more self-acceptance will bring.

And so it goes, like a kitten chasing its tail. As another A-list copywriter, Gary Bencivenga, said once, “Desires are infinite in variety… and desires are replaced as soon as they are fulfilled.”

So there you go:

Remember the Playboy cartoon above. And you will have a subtle new spell hidden under your wizard’s cloak, which you can cast whenever you want to make money appear out of thin air.

But perhaps you don’t want money out of thin air. Perhaps you just want a spell to drive away doubt and career insecurity, on demand.

Right now, the closest I can give you to that spell is my Niche Expert Cold Emails training. It’s my bribe in case you help me get the word out about this newsletter.

By the way, this promo event I’m running seems to be close to saturating the copywriting world with links to my site. So I won’t keep it going for much longer.

But in case you’re interested in still joining while the joining’s good, here are the details:

https://bejakovic.com/free-offer-niche-expert-cold-emails/

Great re-reads

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“The richer part of the promises you’ll make is the part that pulls the strings from behind the curtain. Friendship and status among your peers. Confidence and freedom from worry. Inclusion. Safety and security. Even just the feeling of association to people you admire and respect.”
– Michael Masterson and John Forde, Great Leads

I’m re-reading Great Leads right now. It’s my third time around reading and taking notes from this book. Even so, last night, I was shocked to read that passage above. It felt like I’d never seen it before. Which means…

1) This passage was secretly inserted into the book since I last read it (very unlikely) or…

2) My eyes carelessly skipped it the two times before (somewhat unlikely) or…

3) I was daydreaming both times while reading it (somewhat likely) or…

4) At those earlier times, I just didn’t grasp the deep significance of what I was reading (very likely).

In fact, my brain might have glossed over this passage even this third time.

​​Probably, the only reason I was finally able to see it is because I was writing about the same stuff only a few days ago. (If you’re curious, check out my emails from Dec 31 and Dec 29.)

So my point is that there is much value in re-reading books, and then re-reading them some more. And not just because you might be forgetful… dull of understanding… or careless the first few times around.

The way I think of it:

The ideas in a book, and the presentation of those ideas, are like seeds. And your mind while you’re reading, and the circumstances of your life at that time, are the soil in which those seeds can land. And for each seed, there is a different season for fruitful sowing.

In other words, if you revisit a good book, even one you’re sure you know well, the harvest can be bountiful. You can find good ideas that you couldn’t appreciate earlier. Or you can remind yourself of good ideas you had seen before, so they become a deeper core of who you are.

In this way, re-reading good books can create transformative changes in your life and business. Because many valuable ideas are simple. You just need to be reminded to apply them, and results will follow soon.

But maybe you knew all that already. And maybe by telling you this, I’m just making you feel a little guilty, instead of actually motivating you.

So let me tell you that in my experience, re-reading books is actually fun and exciting. You discover stuff, like that passage above, that couldn’t have been in the book before.

Re-reading good books also gives you confidence and satisfaction. You are following the advice of industry giants like David Deutsch, Ben Settle, and Parris Lampropoulos… so you know you are building a valuable habit.

And rereading books can even make you feel a little smug and superior — in a perfectly healthy way — compared to both your earlier self and to all those other people who aren’t willing to do this.

But do as you think is right.

Maybe you really are too smart to get value out of a second or third re-reading of a book.

But if you are not, then I’d like to talk to you. Because I feel like we might be kindred spirits.

So if you already have this habit, or if you’re planning on starting it now, write in and let me know. I’ll tell you a few of the best books, both persuasion and non-persuasion related, that I’m re-reading now and will be re-reading soon.

And by the way, if you’re puzzled by why I would tell you all this, you clearly need to re-read Great Leads. It’s right there on page 83, before the analysis of Vic Schwab’s How To Win Friends & Influence People ad.

But if by some cruel twist of fate you don’t have your own copy to reach for, here’s a very smart way to invest $11.42:

https://bejakovic.com/great-leads

Welcome to Horneytown

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First, a warning:

Today’s email contains several dirty, obscene, lewd — and I’m afraid to say this — even French names. I see no other way to make an otherwise important point. If this upsets you, I suggest you stop reading now.

But if you’re still with me, here are some real places with unusual names:

* Blue Ball and Intercourse, Pennsylvania
* Eggs and Bacon Bay, Tasmania
* Pee Pee, Ohio
* Gay and Lesbian Kingdom of the Coral Sea Islands
* Y, France
* Pett Bottom, England
* Whorehouse Meadow, Oregon

I’ll tell you in a moment where I’m going with this.

But first, let me tell you how I found all this out. It was in a book called “Welcome to Horneytown, North Carolina, Population: 15.” I spent the last 40 or so minutes reading it.

It was my email yesterday that did it. It mentioned the town of Truth or Consequences, New Mexico. I saw the name again today when going over replies I got to my email from yesterday. This led me to the Horneytown book — as well as a surprise.

Because I’d known about Truth or Consequences for years. I even made plans once to travel there with a girl I’d chatted up one evening when I was feeling uncharacteristically outgoing.

But all these years, I assumed Truth or Consequences started out as some fundamentalist Wild West community. Fear of God and the Bible, let any stray cowboy riding into town know exactly what he’s getting into, that type of thing.

But no. Truth or Consequences was founded in 1930. It was originally called Hot Springs. It renamed itself in 1950 after a popular radio show as a publicity stunt.

I could keep going on about this. But I once heard A-list copywriter Parris Lampropolous share a valuable lesson he himself learned from A-list copywriter and entrepreneur Mark Ford.

Mark advises copywriters NOT to go on for more than a page about the same thing. Page, page and a half max.

Then Mark advises you to say, “I’ll tell you more about that in a moment, but first…” And then hit them with something new.

Perhaps you wonder what this has to do with obscene, unusual, and French place names. In that case, perhaps today’s email deserves a closer reading. And so do some of my other emails.

Because this page, page-and-a-half-max thing is so important that I try to respect it in each email I write these days. Only, expectations are different in emails than in sales letters. A page and a half in an email is too long to talk about the same thing. I’ll explain why in just a bit, but first…

Answers to life, the universe, and all direct response marketing questions

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If you’re looking for the answer to life, the universe, and all direct response marketing questions, then I have a computer you should talk to.

No, I mean it.

A real computer. It’s called Delphi. You tell it something. And using some computer magic plus an ever-updating database of previous moral judgments, Delphi tells you if your prompt is ethical or not… good or bad… moral or immoral.

I wanted to see if it worked at all. So I fed it a few prompts. And here’s what it spat back:

“Get rich” — it’s good

“Get rich slowly” — it’s okay

“Get rich quick” — it’s wrong

That’s encouraging. Maybe this Delphi really does know something.

Because the responses above are pretty much how a large part of the population feels about money.

They’d like to have more of it, maybe even much more. But they are not very enthusiastic about grinding it out over the years and decades they imagine it would really take. And yet, they have moral hangups about getting there quick — it must mean doing something sneaky or bad.

Ok, Delphi. Let’s see how you do with a few direct response classics. Here are a few promises made by Gene Schwartz, Chris Haddad, and Gary Halbert:

“Master Transcendental Meditation In A Single Evening” — it’s unreasonable

“Get Your Ex Girlfriend Back, Literally At The Push Of A Button” — it’s immoral

“Lose Up To 20 Pounds In Two Weeks The Lazy Way” — it’s bad

Interesting. I wonder what Delphi’s layers of virtual neurons didn’t like about these promises. Let’s try a few full-blown DR headlines, from Parris Lampropoulos, John Carlton, and David Deutsch:

“Scientists Discover Solution to Sexual Problems Hidden in 1,500-Year-Old Himalayan Secret” — it’s good

“Amazing Secret Discovered By One-Legged Golfer Adds 50 Yards To Your Drives, Eliminates Hooks and Slices And Can Slash Up To 10 Strokes From Your Game Almost Overnight!” — it’s good

“What Every Wife Wishes Her Husband Knew About Estate Planning And The IRS Hopes You Never Find Out” — it’s good

Perhaps you can see inside Delphi’s mind and understand why the oracle liked these headlines.

I have my own theory. It’s something will be sharing with people who signed up for my Influential Emails training.

That offer is now closed — I shut it down earlier today, as I said I would.

But if you didn’t sign up for Influential Emails… and you want to know my thoughts on the above headlines, and how this can be used to make your emails better… well, then just stay put. I’m sure to use this technique in an email soon, and then it will probably be obvious to you.

But for today, since Influential Emails is closed, I have no offer to make to you. Well, none except absolute moral judgements on any question you might have… along with age-old wisdom about direct response headlines and body copy. You can find it in the hallowed issues of my daily email newsletters. Here’s the entrance to the temple.

New startling sensations and illusions eclipsing anything ever attempted in the world of copywriting

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Step right up, ladies and gentlemen, and behold the mighty A-list copywriters!

See how they persuade with the written word!

Marvel at their subtle tricks in these three bullets by Daring David Deutsch… Powerful Parris Lampropoulos… and Jesting Jim Rutz! Behold, ladies and gentlemen, behold:

* Cure your back pain. Inside on page 3. [David Deutsch]

* Study finds this herb works for three-quarters of men who take it. Page 16 [Parris Lampropoulos]

* Aging parents? A nursing home might be OK. [Jim Rutz]

Yes, boys and girls, friends and enemies! These A-list copywriters know secrets and mysteries that you do not! And now, for the low, low admission price of…

All right, that’s enough. Let me stop the circus barker act. And let me tell you the story behind the three deformed and monstrous bullets above.

The story is that yesterday I got a question from a feller named Nathan. Nathan signed up for my upcoming Influential Emails training. And he’s confused about how to plan out a welcome sequence.

How many emails to spend on telling the brand story? How many about benefits? When to handle objections? What order should the emails go in?

It’s a question I also used to ponder, many Octobers ago. But it’s not something I ponder any more, or that I’ll talk about inside Influential Emails. Because here’s what I told Nathan, and it might be valuable to you too:

Most people will not read all your emails. And even if they do read them all, they won’t remember them.

Does that sting? Bear with me for a second.

When we as copywriters or marketers put together a sequence of emails, we can trick ourselves into thinking it’s a sales letter. After all, that’s how it looks in a Google Doc, if you put one of your emails after another.

But that’s not how it looks to your prospects.

Your prospects might give one of your emails a thorough reading… skim a second one… skip a third. And all this separated by a day or more… and in between dealing with two dozen other emails in their inbox… plus all the other stuff that’s sucked away their attention in the meantime.

I’ve previously compared emails to sales bullets. The analogy applies here as well.

Because when you assume your prospects have followed your sequence faithfully… or that they will keep following it faithfully… your emails become armless and legless, like those hideous bullets above.

But free yourself of this wicked assumption, and behold the magic and the wonder that emerges. Each of your emails is forced to become fascinating and convincing, like these real, unamputed, A-list bullets:

* How a pickpocket can cure your back pain. Inside on page 3. [David Deutsch]

* What to take for an enlarged prostate if you’re not getting results from saw palmetto or pygeum. Study finds this herb works for three-quarters of men who take it. Page 16 [Parris Lampropoulos]

* Aging parents? A nursing home might be OK, but see four better options on page 89. [Jim Rutz]

But perhaps you’d like to know how to make each of your emails fascinating and convincing — the equivalent of the A-list bullets above. In that case, hold on a second. Let me put on my top hat and cape. And let me clamber back onto my soapbox.

Because, ladies and gentlemen, all my many mysteries and email secrets will be revealed. So step right up, and prepare to be shocked and amazed by my Influential Emails, the marvel of the copywriting world. Low, low admission price — a special offer, good only till this Sunday. Show’s inside, folks, right this way, the door to the tent is here:

https://influentialemails.com​​

My need is your opportunity

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I was originally planning on taking the idea in this email and packaging it up as a paid product, maybe a short video course.

I could use the money. But the idea is still too rough to sell.

Perhaps with your help I can polish it. And then sell it, for a fair price, which reflects its true worth. And maybe we can even split the profits.

So here’s what I’ve got so far:

1. Parris Lampropoulos fundraiser. A few years ago, A-list copywriter Parris Lampropoulos was raising money for his cousin’s cancer treatment. Back then, I wrote an email about why I finally broke down and bought the webinar series that Parris was offering. And one part of what made me do it was this:

People rush to a fire sale because they feel they must be getting a steal. Because they think they are taking advantage of somebody else’s time of need.

I’m not proud of it, but I realize that, somewhere not very deep down, there was an element of this in my motivation to seize this opportunity.

2. The Robert Collier kicking story. Collier once wrote about how his colleagues at the publishing company spent time each day kicking holes in the boxes of books they were selling. Because lightly damaged sets of books, advertised as such and sold at a discount, sold more easily and made more money than sets in perfect condition.

3. The continuing problems with the Green Valley supply chain. Not long ago, I wrote about the overstock at the Green Valley warehouse. It’s the second time it happened in under a year. Both times, they had to run a sale to get rid of the extra bottles of pills. This twice-in-a-year overstock was either extremely unlucky or transparently false.

So that’s what I’ve got so far.

You can see the common thread. If you wanna sell something, it’s often very powerful to run a sale and give a reason for the sale.

And not just any reason.

But a reason that allows your prospects to think they are taking advantage of your need. Just don’t be transparent about it, or you lose credibility.

I think this is a super valuable idea at its core. Everything tells me it can move mountains of stuff, if it’s only used wisely.

But how exactly? That’s where I’m stuck. I don’t have any good examples of this strategy being used consciously and yet credibly in today’s market.

So you got any ideas for me? How to apply this today? How can I take this “fire sale” insight, and wrap it up as a little course I can sell?

If you do, get on my email newsletter so we can stay in touch. And then write me and let me know your ideas. If I ever end up putting this product out with your help, I won’t just give you a free copy. I want to show my gratitude. So I’ll also give you a royalty, a share of the earnings as well.

How to get booked solid with paying clients without prospecting any harder or dropping your prices

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Today I have a copywriting tip for you, not a lead-gen tip. But if you are looking for a way to get more client work, then here’s an idea from a recent Ben Settle email:

If you want clients who love and rave about you, be punctual.

It truly separates the men from the boys.

It also will make what I teach in my “Email Client Horde” book that’s on sale today a lot more powerful — potentially ramping up the respect and gratitude clients have for you, wanting to keep you, and not wanting to hire anyone else.

I’ve seen (and experienced) it many times.

I suspect you can, too.

Ben’s email had the subject line, “A secret way of using an ordinary pocket watch to get booked solid with paying clients.”

It’s a standard bullet writing technique. You zoom in on the solution. And then you zoom in some more. So far in, that the reader starts to wonder, “A pocket watch? Why specifically a pocket watch? Gotta find out.”

The best copywriters out there, from Gary Bencivenga to Parris Lampropoulos and David Deutsch, all use this technique regularly. But there’s a problem:

You can’t use it all the time. Your readers get wise, and get burned out. “Oh, it’s the teaspoon trick.” “Not the air conditioner secret again.” “There he goes, trying to get me to read by zooming in on a hairbrush.”

So what can you do?

There’s a second clever thing A-list copywriters do in situations like this. It’s probably obvious because you can find it in the subject line of this very email.

But if it’s not fully obvious, or you want a few examples of how A-list copywriters use this trick to create bullets that seem to be truly impossible, then you can find that in lesson 8 of my bullets course.

​​Which you can’t join just yet… but which will be available soon. If you want to make sure you get in while it is available, sign up for my email newsletter, because that’s where I will first announce it.

#1 secret of wealth creation for marketers and copywriters

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Today, for the first time ever, I took a closer look at Parris Lampropoulos’s Copy Vault sales page.

Parris, who is an A-list copywriter, offered the Copy Vault training back in 2018. And back in 2018, when I decided I wanted in, I raced past the sales letter and went straight to the order page. Rabbit brain.

So today, while working on a project, I finally took a closer look. And right away, I saw something odd. The headline reads:

For the First and Last Time Ever,
Parris Lampropoulos Opens the Vault and Reveals His Top Wealth-Creation Secrets
for Copywriters and Marketers

Hmm. That sounded strangely familiar.

The bit calling out copywriters and marketers… the promised secrets of wealth-creation… and that “first and last time” thing…

Had I seen all of those somewhere before? Oh yeah. Of course:

Available on DVDs for the First and Only Time…
“Gary Bencivenga’s
7 Master Secrets
of Wealth Creation
for Marketers and Copywriters”

That’s the headline that Gary Bencivenga, an even more famous A-list copywriter, wrote for the sales letter for his farewell seminar, back in 2006.

Coincidence?

Hardly. Rather, it’s the #1 wealth-creation secret for any marketers or copywriters who are willing to listen. Here’s why.

I recently heard marketer Caleb O’Dowd talk about how he does research. Caleb said two things.

First, when you enter a market, you should look at your top 3-5 competitors. (Or I guess one is enough, if your competitor happens to be Gary Bencivenga.)

Caleb said there are reasons why those people are at the top. So reverse engineer their successful sales letters… figure out those reasons… and you too will know exactly what to say to prospects to get a response.

Very obvious, right?

Right. But still something that was eye-opening to me. Because while I’ve spent hundreds of hours of research on copywriting projects… very little of that time went to analyzing copy from the competition.

Silly me. That’s something I will change starting now.

And what about the second tip Caleb had about research?

Well, that’s in the video below.

​​The video is from the Q&A after-party of the recent Clayton Makepeace tribute. It features a bunch of A-list copywriters, including Gary Bencivenga and Parris Lampropoulos, answering questions.

​​I personally think it’s worth watching for Caleb’s answer alone. But perhaps you’re wondering if you really need another Obvious Adams tip on research.

In that case, let me repeat something I wrote a few weeks ago, also in connection to Caleb:

“Caleb said deep research is the kind of thing very few marketers are willing to engage in. But those who do inevitably wind up at the top of their market. They don’t just succeed, they have breakthroughs, and they make millions.”

By the way, Caleb isn’t the only one to put such a premium on research and understanding your audience.

Gary says the game is won or lost in research. He calls deep research the “launchpad of copywriting breakthroughs.”

And Parris says the #1 secret in copywriting — more than any technique or book — is to understand your audience.

In case that’s sufficient motivation for you to find out Caleb’s other research tip…

Well, let me interrupt for a second. And say that, if you are a copywriter or a marketer, and you’re after wealth-creation secrets, you might want to sign up to my email newsletter.

And now, if I’ve convinced you about the value of research, and you want to see what Caleb’s second tip is, here’s the video: