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Thought experiment:

Would you learn anything from living one day in the life of someone who’s already doing what you want to do?

I just stumbled on this post where this guy I follow, a huge real estate broker in NY, offered a random person in his audience a day in his life.

Meaning, using his multi-million dollar company’s resources, his driver, his assistant etc. For one day.

So I thought to myself, what would you actually learn from that kind of experience?

Certainly something. But would you learn how to get there?

I don’t think so.

See, when you jump directly where you want to go, you skip all the lessons, all the failures and all the skill it takes to reach and stay at that position.

And you wouldn’t have the skin in the game.

Reason why a lot of people growing up in riches end up failing in life.

They don’t know how to deal with what they get.

I’ve been thinking about this as I’m figuring out how to scale my business and hire a junior copywriter.

I love doing the work and don’t really plan on delegating all of it, but I have to be able to produce more.

Thing is I can’t pretend a junior copywriter can immediately get to where I’m at.

Especially when it comes to big projects that I already started.

It’s one thing that differentiates copywriting as a business and skill from other digital marketing ones who are more “mechanical” in nature.

You can’t just plug and play people into it and make it work.

Good copywriting requires exposure.

Exposure to research, to a brand, to their team and to their customers.

It’s hours spent interviewing customers and clients, hours spent watching user recordings and usability testing videos, hours looking at competitors, and more.

Only when you got all of that ingrained, you can write about it in a way that persuades. Or you’d be just constantly going back and forth between research docs and the blank page.

By the way, if you’re doing that, it’s a sign you haven’t immersed yourself in the market enough yet!

Point is, whether you want to become a copywriter, are already one or want to hire a copywriter, keep this in mind: good copy requires exposure and skin in the game.

Need help getting there? Get in touch.

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.