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The 1 counterintuitive tactic to write better copy that almost nobody uses

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I still remember it so vividly.

It was probably the first time I experienced the power of persuasive sales copy.

I was in Mexico at work in a factory.

Ok, short backstory…

For those who don’t know, I was a software engineer in the industrial automation sector, traveling the world to install these robot assembly machines.

Well on that rainy day in Mexico before heading to work and while having breakfast at the hotel, I stumbled on Ramit Sethi’s course on how to build your own course. From finding a profitable idea, to selling it online.

It was $2k.

Back then that price for a course sounded absolutely crazy.

I was basically hating my job and dreaming of the freedom, one day of being able to work from my laptop (good reminder).

So I started reading.

From the first words in the headline I was hooked.

So hooked that I kept on reading on the taxi to the factory – and in between every single short break while working.

I read the whole sales page, on my phone. Must have been 10,000 words or something. It was long.

And I remember the feeling it infused me with.

I felt like the world was full of possibilities.

Full of hope.

And like my dream of future freedom was closer than ever.

If I only just sucked it up and purchased that course.

So, in a bold and freeing rush of adrenaline, I clicked the call to action and made the move.

I couldn’t think of anything else for the next 2 or 3 days.

I couldn’t wait to get to work, watch all those videos, and fill out all those worksheets.

Did it work?

Not directly maybe. I didn’t end up starting my own business back then.

Even though that course taught me a lot about what it takes to build one.

What’s the, main point though here?

Well, that moment cemented in my head what a good sales page looks and feels like.

I started paying attention to what sells me.

To what opens up my imagination and grabs me.

To how the good stuff, has the power of transferring a vision and a different way of thinking, from words on a page to your mind.

This, I think is the one tactic that everyone should learn and use to write good copy.

Becoming self aware and self conscious about what you get sold on.

  • What products do you buy and why?
  • What pulls you in?
  • What content do you consume til the end?
  • What makes it so interesting you can’t stop reading?
  • What makes you take action at the end?
  • What do you spend the most on?
  • And so on…

You don’t need meditation or a therapy session to reach this level of “enlightenment”.

You just need to pay close attention.

The reason nobody does it is that our attention is spread way to thin nowadays. And we have to claim it back when it matters.

This is also the mindset I try to get into when approaching each and every client project I work on.

I put myself in their customer’s shoes and ask myself these questions. Obviously after running enough research on who these people are.

Do you need help with that? Get in touch.

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brain dump?

Every week I write about what I’m learning at my copywriting/UX desk ,with fun, insightful and quirky stories.

Let’s nerd about decision making, persuasion, habits, and conversion optimization.