I went to get my first COVID jab this morning.
And I just want to take this opportunity to reassure everyone who’s hesitant: don’t be! It’s totally safe!
In completely unrelated news:
I now seem to conduct 5G signals … I’ve realised that Biden is a great President, and Trump is literally Satan AND Hitler at the same time … and to top it all off, my ovaries feel kinda funny.
But otherwise — no side-effects! 😅
I rode my bike to the vaccine clinic, for some fresh air.
And as I was riding home, I happened to pass a couple billboards that struck me with how stupid they were.
The first read:
“Thinking of buying?
Seriously … that was it.
In the bottom right corner, there was a tiny logo for ‘REIWA’ … which I think (from previous knowledge) is a real estate body.
I THINK the ‘west’ thing has to do with my state being called Western Australia … but yeah, that’s all I got.
One of the least impactful or persuasive marketing messages I’ve ever seen … and a total waste of advertising spend.
The next billboard was no better.
It said something like:
“We know the ins and outs
to guard you from the ups and downs”
I honestly don’t even remember what company this one was for.
Something about … insurance? I think?
But the headline was honestly so confusing that I almost didn’t even see the tiny logo in the corner … because I was too busy trying to work out what the darn thing meant in the first place.
I rate both of these billboards a solid 2/10.
(The two marks are for the construction of the billboards themselves. At least they hadn’t fallen over or anything.)
Here’s the thing …
Both these billboards fail the utterly basic principles of direct marketing.
The have no benefit.
No unique value proposition.
A focus on a funny, clever slogan rather than actually selling.
No call to action.
And so on.
If this were any other copywriting email list, I would end this email here.
But … this is not any other copywriting email list.
This is my email list, and we don’t settle for boring insights like that!
So let’s go one deeper,
and ask a different question:
Direct-response advertisers have known about this stuff for over a HUNDRED YEARS.
So … why are ‘brand copywriters’ still pumping out this stupid crap?
I have no idea.
But in a way, it’s a good thing.
Because it shows that a century later, there are still people being taught dumb, ineffective ways of advertising.
Which tells me …
There will ALWAYS be a place for people who teach the true principles of marketing.
You know …
Sometimes people criticise me for telling copywriters to start their own email lists.
They accuse me of trying to flood the world with “guru” email lists of people teaching copywriting without knowing it well themselves.
And, sure. I don’t want that either. I DO think someone should have some knowledge or experience with copywriting before they teach it.
But as you can see …
Most people in the world have no idea what ‘good’ marketing is, even though the truth has been out there for more than a century.
So … there’s ALWAYS gonna be space for a few more ‘gurus’ who can set people straight.
If anything, we need more of them.
But not just in copywriting. We need ’em in other industries, too.
(I mean, SOMEONE has to go show those dopey real-estate and insurance copywriters how to write better billboards …)
That’s one of the reasons I created my new course, Email Celebrity.
If you want to become a copywriting ‘guru’ — in whatever industry you want — it will show you how to do that.
And if you don’t want to be a guru — but you want an email list to win more work and more clients — well, it can show you how to do that, too.
Either way though, I do want to keep this info exclusive, for more serious copywriters who have ‘earned’ the right to talk about copywriting.
Which is why I fully intend to raise the price to AT LEAST $1,000, and possibly higher.
I want the price to act as a ‘filter’ on who can buy it.
Literally the only reason I haven’t done that yet … is because I’m waiting to get more testimonials.
But several people who bought the course have promised to send one to me soon.
So this could all change rather quickly.
If you’re interested in the course before it gets even more expensive, check it out here: