I love dissecting lines from movies.

Some just stick out like a sore thumb and make me think.

A couple of days ago I watched “The menu” and really enjoyed it.

The acting is really good, but there’s also a lot going on behind the scenes, that we can take and apply to anything from business, to copy and to understanding human nature.

Don’t worry I’m not gonna spoil it for you (but I recommend it).

It’s the story of this young couple attending a fancy meal at this popular, super high-class, restaurant on an island, where a reclusive top Chef directs his stuff over a multi-course dinner, for very few special guests.

There’s one quote in particular that I thought was worth sharing with you.

Because learning the lessons behind it can really have an impact on your bottom line…

“Chef: I’ve allowed my work to reach the price point where only the class of people in this room can access it. And I’ve been fooled into trying to please people who can never be pleased.”

It’s about being selective with your market and customers.

In particular a few words stand out:

• “allowed”: it was his deliberate decision to filter out the wrong audience in order to attract the right people.
• “access”: he didn’t force-feed prospects with his offer… he simply let the right people access it, put it in front of them and let the natural demand affect their decision making (the dinner being $850 each).

But then he admits his a mistake…

He realizes this very same audience he attracted isn’t a fit with his values and that it was impossible to please.

That’s what happens when you’re not clear on who you want to attract and why.

It all comes down to your positioning…

…which ultimately impacts the copy you write…

…which ultimately impacts your conversions and revenue.

We should take the good out of this lesson, 1) making deliberate decisions about who you serve, rather than letting the market decide it for you, and 2) not being pushy, needy or forceful and just give the right people access to what you sell.

But it’s also important we remember the bad: being clear doesn’t necessarily mean you’re clear about the right decision to make.

It’s easy to fool ourselves.

How do we fix it?

We ask both our prospects, and customers. And then we look at what competitors are doing.

It’s a three-pronged approach that doesn’t guarantee you’ll be 100% winning, but at least gets you in a much better position. If anything, to learn something useful.

I’m curious, how do you look at these 3 sides of your market? What are you not considering?

Just hit reply and let me know.

P.S. Ever tried googling for “[movie name] production notes”? Try it out with your favorite movie. These documents are a goldmine of backstories, insights into the characters and sometimes even on the business / project side of making a movie.

P.P.S. Last week I recorded a video where I go through the AMA Reddit post I published on how to get started in copywriting. I add more context and examples to it. You can check it out on my Youtube channel (like and subscribe if you find it valuable).

Quote and reflection of the day:

“The only thing that gives you confidence is the work you put in. Your self-worth is directly correlated to your self-investment”

–  Wes Watson, Non-Negotiable

True unshakable confidence doesn’t come through results, but through the process and work required to get those results. Don’t look for better results, look for better work you can do.