“Hurry up, put your pants on!”
My eyes flit to the iPhone beside me, which is going off in a series of pings.
Beads of sweat line my forehead.
New messages fill up the screen of my phone.
And meanwhile … I’m there wrestling a three-year-old into his clothes after a swimming lesson.
We’re standing in the change room, with me trying to get his clothes on as he giggles. “C’mon …” I huff, pulling his shirt over his wet arms. “Daddy has to go and do something!”
“Something” is, of course, to finish writing a sales email for a client’s launch campaign.
I got roped into this launch just days ago.
My better judgment told me not to get involved. That I was too busy with coaching, and my own products.
But … I must be a sucker for punishment. And I liked the client.
So … I agreed to help.
Yet somehow — in impeccable timing — Eli’s swimming lesson has coincided with the send time for our first sales email.
Being the good dad I am, I still took him.
But while Eli paddled around with his teacher in the pool in front of me, I was furiously sending Discord messages back and forth with the team, sorting various parts of the launch:
Is the sales page live?
Do we have the buy buttons embedded yet?
Have we done a test purchase?
What? The test purchase didn’t work? Why not?
Is the welcome email loaded and ready to go?
What should the first tweets on Twitter say?
Wait — why are you guys worrying about the tweets? Let’s get the darn sales page working first!!!
(By the time the lesson was over, I felt like I was the one who’d been doing breaststroke.)
And then, as Eli got out of the pool, one of the team had pointed out that the first sales email wasn’t quite right … and the whole campaign was on hold till I could fix it.
So, with my toddler finally dressed, I rush out to the playground and dump him on the slide, while I sit down and type out the rest of the sales email on my phone.
15 minutes later, we’re locked and loaded … and we press ‘go’ on the campaign.
And then …
Within minutes …
We’ve sold more top-tier memberships than we expected to sell for the entire campaign.
(Sorry, I normally detest that emoji, but I have to say it just … fits here.)
I lean back against the wall, breath a sigh of relief … and smile.
It’s been a hectic 48 hours. I’ve pumped out more copy than I have in the last few months.
But … a good launch just gives you a rush that can’t be beat. And even after being through so many, I still get the ‘high’.
Later on, the CEO of the company calls me to thank me.
“Mate … just wanted to thank you for being around today,” he says. “We honestly would’ve been lost without you. It was so good having someone with your experience to guide us through.”
And you know what?
This wasn’t my first rodeo. I’ve been in some much bigger launches than this one. And that’s what my client really wanted to know. Because sometimes, what clients value the most is the CONFIDENCE you have that you know what you’re doing.
So let’s kick down the fourth wall on this story, and welcome our special guest — you, the dear reader — onto the stage.
(You look around sheepishly as a spotlight suddenly shines on your seat. You get up slowly and trudge on-stage beside me.)
“So,” I say. “Here’s the money question — how do you get that kind of confidence when you’re doing copywriting gigs?”
I hold the microphone to your face.
“Uh … well … I …” you sputter.
(The crowd starts getting fidgety.)
Hm … you can go sit down now.
Let me answer that one for you:
Obviously — the first (and best) way to have confidence in your copywriting gigs is to actually have the experience.
Buuuut … that one’s probably out, because not many copywriters ever get the chance to execute multiple 7+ figure launches.
In which case, a second option is this:
Have a more experienced mentor who you can bounce things off.
That’s what I’m offering to the current beta students in my Inbox Detonator coaching program: the opportunity to ask questions on real jobs they’re working on … and get answers from someone who’s worked on stuff like that before.
Of course, it’s no substitute for first-hand experience. But it’s streets better than nothing.
If you’re interested in trying out the program for yourself, you’d better get on the waitlist via my email list so you can know when I open it up for a few more students.
As for me, right now I’m going to take a well-earned break from writing copy …
… until tomorrow, when I have to do the next sales email for this campaign 😉