Every Sunday morning I like to write about 3 things that are on my mind.
Sometimes these things are about business…
Sometimes they’re about life…
And other times they’re truly just random.
So with that said…
Let’s jump into the first thing on my mind this morning.
1. If AI continues to get better at copy, that will be a GOOD thing
I’ve gotten more messages about AI in the last few weeks than I have in the last few years.
Why?
Because ChatGPT is everywhere…
And a lot of people (specifically copywriters) are worried that it’s going to replace them.
I don’t think that’s gonna happen.
I do think that AI will make writing copy quicker and easier (as evidenced by a lot of the top copywriters using it now)
But here’s the thing…
Even if AI eventually gets so good that it can pop out Gary Bencivenga level copy with the click of a button, that’s not a bad thing.
It’s a GOOD thing.
Why?
Because if you can write A-list level copy with the click of a button, you could pump out a new offer every single week.
You wouldn’t need to be a copywriter…
You could have your own offers…
And you wouldn’t have to be at the mercy of clients.
So in my opinion, the better AI gets, the better it is for YOU.
Alright let’s hop to the second thing on my mind this morning…
2. What’s normal to you, and what’s normal to other people is not the same
I’m in Queretaro, Mexico for the week, and yesterday when I was driving I saw three different dead dogs on the side of the highway.
These dogs had obviously been hit by cars…
And were brushed off to the side of the road.
Being a dog lover, this was hard to see.
I mean, I’m used to seeing dead deer on the highway in Texas.
Or possums…
But dead dogs is not a thing I ever see.
However, my girlfriend (who lives in Mexico) didn’t think anything of it.
She sees it all the time.
It’s “normal” to her.
So how we both experienced seeing the dogs is very different.
And this kind of thing plays a huge role in copy…
Cause what’s normal to you, may not be normal to your buyer (and vice versa).
Their normal could be drinking 4 sodas a day…
It could be having an argument every morning with their spouse about money…
It could be driving 20 hours to go on vacation instead of flying…
Everyone’s “normal” is different.
So it’s up to you to figure out what’s normal for your buyer so you can meet them where they’re at.
Alright let’s hop to the last thing on my mind this morning.
3. I’m still shocked by the number of people that DON’T study what their competitors are doing
There’s a famous Gary Halbert story about how before writing any copy for clients, Gary would call up his list broker and have him send him all the winning promos for the niche he’s writing in.
And once he had the promos, he’d comb through them and breakdown the angles they were using…
He’d study what kind of leads were working…
He’d note the “big ideas” they were implementing…
And then once he had all that…
He’d search for the commonalities.
He’d figure out which things were working across numerous winning promos.
And when he finally wrote his copy, he made sure that he hit on all those commonalities.
So if they opened with a story lead, he opened with a story lead…
If they were using envy to sell an anti-aging serum, then he used envy as well…
What Gary did is not rocket science.
But most people don’t do it.
I’m not sure why…
Could be laziness…
Or just being naive.
Either way, my point stands…
Studying what is working in your niche is the biggest cheat-code for knowing what your copy should look like.
It tells you what words to use…
What angle to try…
And how you should start your copy.
It’s all their for you to see.
So I suggest you take advantage of it.
Make sense?
I hope so.
Cause that’s all I got for ya today.
Hope you got a nugget or two from this.
Enjoy your Sunday,
– Justin
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