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This week I launched something new, sharp and fast. With limited spots. I now only have 2 spots available.
Introducing 🥊 THE FIRST PUNCH.
Send me your website url. I look at your hero headline.
But here’s the twist: You pay me $199. And as a copywriter I decide: "worthy, or weak."
If it’s weak? I destroy it and write you one that hits hard. If it’s strong? You walk away proud. And I refund you $199.
No strategy calls. No 10-page audits. No faffing.
This is not a workshop. It’s a secret weapon.
You get one line that sells.
One line that provokes.
One line that makes people think: “Oh. This is for me.”
Written by a a Pro copywriter, moi. Not by ChatGPT.
Only 2 slots left. First come, first punched.
🥊 Now all you have to do is throw your site in the ring.
Facts are facts, but facts alone aren't enough to persuade people.
“Full Metal Jacket” is considered by many as the greatest war film of all time.
In 1985 when Stanley Kubrick was filming “Full Metal Jacket,” Matthew Modene (Private James T. "Joker" Davis ) finishes a take.
Then he proudly says, “That felt pretty real.”
Kubrick stares at Matthew.
Then Kubrick replies, “Real is good. Interesting is better.”
If you watch Kubrick's movies you'll notice that he built his entire career based on this principle.
"Interesting" for Kubrick consisted of a distinct cocktail of ingredients.
A nice blend of disturbing character relationships, obsession for details, a dramatic visual style AND... a sarcastic, often pessimist perspective of life.
You see, Kubrick wasn't interested in filming reality.
Kubrick was more interested in gifting his fans with emotionally pleasing stories. AND a rewarding aesthetic experience.
Kubrick wanted to tell stories, but not any stories.
Provocative stories.
Stories that striked the right balance between communicating ideas and appealing to emotions. So he could tap into people's unconscious minds.
That's how Kubrick became one of the World's most admired movie directors.
Not because he created good films. But because he created totally new, artful and raw Worlds on film – like no other filmmaker could.
If you think about it, good copywriters think a lot like Kubrick.
Good copywriters know that anyone can state facts about a product. But making those facts come alive in an interesting and dramatic way is harder.
That’s why good copywriters are obsessed with details. Like all the silly little facts and information behind a product.
For example: how it's made, how it works, what motivates people to buy it and what makes people notice.
Because facts don't persuade, but storytelling based on facts can be veeeeeeeeeery persuasive.
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Dangerous Ideas:
1/ Using real product facts is good. Dramatizing facts and making them interesting is even better.
2/ Copy that states facts without *any* imagination runs the risk of being perceived as mere exhibitionism. And exhibitionism won't impact the consumer.
Or as copywriter legend Judy Protas once said, "Copy is not a question of writing cute stuff but of selling hard and being fresh while you sell."
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3/ Don’t make vague claims, present product facts in a dramatic yet memorable way to make a point.
You see, people buy emotionally, then justify with facts.
So instead of making vague claims, present product facts in a dramatic yet memorable way to make a point.
For example, here's a formula I came up with to rewrite visitreykjavik.is’s boring "Reconnect to yourself" hero headline:
I’m not the copywriter behind their website, but if I was I’d say this instead:
1. Attention grabber ⇝ “Announcing”
2. What They’re Really Buying⇝ “A Holiday Experience”
3. Draw Contrast To Show What Your Product Isn’t ⇝“without tsunami alerts, sharks, and sea urchins.“
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PS. Your website has 5 seconds to make a good impression.
The headline? That’s your only weapon.
If it’s weak — you’re invisible.
If it’s strong — you win attention, clicks, mo' money.
This week I launched something new, sharp and fast. With limited spots. I now only have 2 spots available.
🥊 THE FIRST PUNCH
You pay me $199. And send me your website. I look at your hero headline and judge if it’s strong or weak.
What if your headline is already great?
You’ll hear it from me.
I’ll refund you $199. So you keep your money.
And your pride.
But what if it’s not that great? I’ll fix the sentence th