🚨 NEWS FLASH: 🚨
Your emails (probably) suck
Don’t take it personally or anything.
(That would be kinda rude as a personal greeting)
It’s just that, well … most copywriters don’t actually know how to write good emails. (Or any kind of copy, for that matter.)
So … they turn to ‘templates’. And ‘systems’. And ‘swipe files’. They write formulaic, safe copy. Every email is written with a Google doc open in one tab … and someone else’s sales email in another. (For, uh, ‘inspiration’.)
And when they turn in their copy, they HOPE HOPE HOPE that their client isn’t going to turn around and say …
“Um … what is this?”
Hey, if you’re a freelance copywriter, you know what I’m talkin’ ’bout.
Which is why there are so many copywriting ‘experts’ out there willing to take your money and promise to make you a REAL freelance copywriter. You know. One who has lots of clients, and lots of confidence, and no impostor syndrome. Why not?
But let’s face it:
The copywriting teachers aren’t much better 🤷♂️
Seriously. The current crop of copywriting ‘experts’ (with a few exceptions, granted) aren’t all that great.
If you’re trying to figure out copywriting today, you’re likely to find two kinds of ‘teachers’:
On the one hand, you have your ‘new-school’ experts …
Where it’s all salesy autoresponders … boring copy … and lazy jabs at the “gurus”. (Pro tip: if you make fun of “gurus”, YOU are the guru, buddy.)
Many of these people aren’t even that good. They just got lucky by getting into the internet game a few years earlier than most.
And then … you have the aging ‘old guard’.
People who made millions a few decades ago. They’re the “greats”, we’re told. (By … them. And their buddies. Who all pat each other on the back and call each other “A-listers”. It’s like an insiders’ club … and membership is by invitation only, pal.)
I mean, who cares if these guys still call email newsletters “e-zines” … or their own email broadcasts go straight to spam … or they haven’t ever had to build an email list from scratch without the advantage of an industry reputation.
That doesn’t matter! How DARE you question any of their wisdom? Don’t you know how HARD it was to sell by mail? Salesmanship doesn’t change!!! What worked offline MUST work now!
Look. I do respect them. They achieved amazing things for their time. And I don’t claim that if I were writing copy in 1990, I would have done better.
But the world is different now. And the old ways of copywriting are dying — fast.
And, no. This isn’t me being some arrogant whippersnapper, making fun of old guys.
(Although calling an email newsletter an “e-zine” … yeah, THAT is defo old guy territory)
It’s just obvious that what worked offline doesn’t work so well online.
Maybe “One Weird Trick For Burning Fat Fast!” worked on a direct mail letter in 1995. But today, the old advertising tricks are tired and cliched. Try it. You’ll just get eye-rolls.
But there’s an even bigger reason the old style of copywriting is dying.
See, in 2007, a little thing called the ‘iPhone’ came onto the scene.
And in little over a decade …
it irreversibly changed our species.
Seriously. The Internet, notifications, smartphones, 24/7 connectivity … this isn’t just a new level of competition for attention.
These things have literally rewired the brains of billions of people … and permanently impaired our society’s ability to pay attention.
It’s no longer that people are just “busy”. People have always been “busy”. But in the 2020s — thanks to years of having a phone in their pocket that distracts them, on average, every few minutes of their entire waking life — people are literally, biologically less able to hold focused attention without being distracted.
In centuries of advertising history,
nothing like this has ever happened before.
By the way, I’m not making this up to suit my argument. Read books like The Shallows or Deep Work. Oh, wait — you don’t read books anymore, do you? It’s too hard to focus. Or heck, if you need more proof, just … LOOK UP FROM THE SCREEN YOU’RE READING RIGHT NOW. You know this is true.
Here’s my point:
Buyers’ attention spans are shorter than ever —
and they’re only getting shorter.
And this is what it means:
10,000-word sales letters, 60-minute VSLs and out-of-the-blue “launches” are OUT.
And regular sales emails that build trust over time are IN.
Sure, maybe once upon a time a 20-page sales letter or a 50-minute VSL was a great way to sell … but those days are fading fast.
The guys spruiking the products for these things won’t tell you this. “It’S StiLL WoRkInG!!!” they scream. And maybe it is, for now. But the trends are clear for anyone who can read them.
I mean, think about it. What’s YOUR reaction when you land on an 8,000-word website?
You read a few lines … scroll a bit … notice the tiny size of the scroll bar on the right … and as soon as you realise how long it is …
You hit the back button immediately!
In the last five years, we’ve become so ADD that we don’t even watch movies without checking our phones anymore. Who has time for an hour of advertising?!?
The only industries where super-long copy is still working … are things like health and finance, where a) they sell scammy crap to b) old people who (to be a bit politically incorrect) aren’t going to live as long as other people.
I don’t know about you, but selling scammy crap to old people doesn’t sound like a good, long-term business model to me.
I’ll tell you this: there are far fewer uber-long VSLs “crushing it” on young markets.
And as the world ages — and older people are replaced by young, distracted people — this ultra-long copy will stop working.
Which is why I believe we are watching a once-in-a-lifetime shift in the copywriting industry:
Over the next few years … the demand for the old style of HUGE long-form sales pages, one-off email sales funnels and mega-size VSLs will dry up.
(Heck. Even the model of “hey copywriter, can you come in and write a sales promo for our new online course?” is terminally ill. I’ve quit doing this kind of copy for clients because I realised if you don’t nurture the list in the months and years before the sale, no amount of ninja sales copywriting can make a cold list want your product.)
But … marketing won’t die.
It never will.
In its place will be more long-term, authentic, relationship-building copy via email (or whatever replaces email).
And I’m not the only one saying this.
Copywriters and marketers I trust and respect (including some whom I know personally) say the same thing. Ben Settle. Scott Pape. Andre Chaperon. Troy Broussard. Chris Orzechowski. And many others. They’ve all seen the writing on the wall. As have I.
But it begs the question:
If you’re a freelance copywriter, what should you do right NOW?
Look, I get it.
You’re probably thinking: “That’s all well and good, Daniel. Sure, in 5 years I’ll need to be writing emails. But I don’t care about 5 years. I’m barely getting enough work NOW! Shouldn’t I just buy one of those sales letter systems so I can scrape by?“
So let me be clear:
Being able to write sales pages or landing pages is a skill that will always be valuable.
Maybe not 10,000 word ones … but still, sure. Learn how to write them.
But if I were starting out today, I’d be focusing on getting good at email. Both to write for my clients … and so I could start my own list as soon as possible, and not have to depend on the client game.
And to show you how to do that …
You’re gonna need a hero you can trust.
Someone who didn’t get their list and network handed to them on a silver spoon.
Someone who had to work really hard — and actually GET REALLY GOOD — to build their list and skills.
Someone who’s got real results under their belt — like launching two #1 Aussie bestselling books, or writing several multi-million-dollar online promos, or managing ops for one of Australia’s largest investment newsletters for years, or growing their OWN email list from scratch.
Someone who can (and will) show you the ropes — without ripping you off, or sucking the limited funds you have available to learn freelance copywriting with zero promise of success.
And that hero is …
Actually — wait. No. No it is not.
Sorry about that, eyes skipped to the wrong line in the script
That hero is … me.
(Daniel Throssell, that Aussie guy … you forgot by now, didn’t you?)
Let me show you what I know about how to write sales copy so good, people look forward to reading it
With my free daily copywriting tips, I want to show you a brand new way of writing copy that I guarantee NOBODY else has shown you (because in many cases, I invented it).
I’ll deliver not only my best copywriting advice … but I’ll actually write those emails themselves in a way that you can learn from … and look forward to.
Like, in a “your-emails-are-the-first-thing-I-read-every-morning-with-my-coffee” way.
Hang on … is that even possible? To make people look forward to a sales email?
You betcha it is — and I know exactly how to do it.
Want to see how I do it?
Then get on my daily mailing list, and get a million-dollar education in how to write copy people love — for free.
(Of course, I sell stuff too. Some of it is quite expensive, because it’s life-changing. But unless you have a medical condition where you compulsively say ‘yes’ to every offer you see, I think you’ll be fine.)
Get the daily email that’s so great, it doesn’t need an opt-in bribe
No, seriously. All you’ll get are the emails.
But … I guarantee my emails aren’t like anyone else’s you’ve seen before.
In fact, at the Persuasive Page, I literally invented a brand-new kind of autoresponder welcome sequence called the:
‘Parallel Welcome Sequence’
As you’ll soon see … nobody else in the world is doing what I’m doing … yet. (Though I’m sure they will soon, of course.)
But for now, you can be one of the first to learn about it by signing up for my free daily email list.
Oh, and … many people say my first ‘welcome’ email is either the best welcome email they’ve ever read … or just plain disturbing. (I take both as a compliment.)
Make up your own mind below:
Huh. STILL not convinced? Okay, time to pull out the big guns.
Behold some words about me from some people you miiiiight have heard of …
The best damn copywriter in Australia.
Scott PapeAuthor of the 2-million-copy #1 bestseller, The Barefoot Investor
Ramit SethiAuthor of the #1 NYT bestseller, I Will Teach You To Be Rich
Omg, I lol’ed throughout this [email], especially at the end … this was great entertainment value on a Friday night after a nice steak dinner and wine.
Kim Krause SchwalmA-list copywriter
I’ve led growth for several of the world’s top copywriting “gurus”. Honestly? You’re a better copywriter than all of them.
Steven Alexander YoungFounder of Challenger Digital (& Former Growth Lead @ I Will Teach You To Be Rich)
Darling, I don’t really get what you’re talking about in your emails, but I just know there couldn’t be anyone in the world better at — oh, what was that thing you do, honey? Copyright? — than MY Daniel.
Adrienne ThrossellMy mother
Love your style! It’s good to see someone stand out and do unorthodox things. 99% don’t. Welcome to the, uh, 1%!
Jon BuchanDirector @ Charm Offensive
Writer of the infamous “drunk cold email”
Every morning I grab my phone and prepare myself for a good copywriting spanking from your emails.
Tom BurnsCopywriter @ Tom Burns Marketing
I seriously think you might be the best copywriter in the game right now.
Robert AllenCopywriter whose clients have included I Will Teach You To Be Rich, Dr Axe & Jumpcut
Dan this is BRILLIANT. Brillliant. Exceptional!
You’ve hit it out of the park.
Mia FreedmanFounder of the Australian Mamamia media empire
You’re one of the top 2 or 3 writers I’ve seen at this stage of your career. And I don’t mean among applicants for this job. I mean, ever.
Will GreenFormer Copy Chief, I Will Teach You To Be Rich
(Note: This quote is from 2016 … I don’t apply for jobs anymore 😉)
I love your workflow. I’ve never seen someone approach a copywriting job the way you did — very intriguing! My team and I reviewed your work and loved it.
Maneesh SethiPavlok CEO
In my role, I work with some of the best writers in the world. When I saw your copy, I knew you were one of the best too.
Andrew CampbellMarketing Tech Manager @ Harmon Brothers Ad Agency
Your welcome email was excellent … I wasn’t planning on clicking on the time warp “link” but some of those cliff hangers were too much. You got me.
John McIntyre“The Autoresponder Guy”, Drop Dead Copy
Trust me on this. After reading Daniel’s stuff … you’ll unsubscribe to other people’s lists to make room for him.
Shiv ShettiCreator of the ‘Flaming Camel’ client-landing system for copywriters
Seriously though. Do you make ALL your life choices based on what A-list copywriters, bestselling authors, media moguls, top marketers and successful CEOs say? 😉
I mean … who cares if those guys think I’m great, right? Just sign up and see for yourself what all the fuss is about.
“Aaaaand … CUT!”
Phew. That was a big day of writing homepage copy. Good job, team! We definitely got’ em to join the list. Let’s all go grab a bite to—
(I stop in horror mid-sentence as I see that you haven’t opted in, and are still reading this page.)
Oh … hey there! You’re not supposed to still be reading. Didn’t you see those opt-in boxes? Although I mean, sure, I guess it’s a big, scary deal to sign up for a free newsletter you can literally unsubscribe from at any time, so I understand …
(My voice trails off and I frown. My eyes narrow as I look at you.)
Actually, wait … no. No, I don’t. That’s very paranoid of you. Some email marketer hurt you once, didn’t they?
But, fine — if you have commitment issues, I’ll show you a taste of what you can expect: my innovative “Parallel Welcome Sequence“. This is a new kind of autoresponder I invented to get sky-high open rates, massive engagement, and delighted subscribers. And it’s the same technique I’ll be using on you, once you sign up …