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Dear entrepreneur,

What A.I. can not do is the following – 𝗳𝗶𝗻𝗱 𝗮𝗻𝗴𝗹𝗲𝘀.

Brainstorm natural angles that are not iterative. Angles that make your audience relate and which are easy to understand.

Let’s step back a second.

What is an angle?

𝗔𝗻 𝗮𝗻𝗴𝗹𝗲 𝗶𝘀 𝘁𝗵𝗲 𝗰𝗲𝗻𝘁𝗿𝗮𝗹 𝗶𝗱𝗲𝗮 𝗼𝗳 𝗮 𝗽𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻. It’s an umbrella term. When I say, “Write a good angle,” I say, “Write something that gets and keeps interest while differentiating yourself from the competition.”

I’ll give you an example.

You’re in the health market. Here, your mechanism makes a world of difference. This is because your prospect has tried stuff before. This stuff didn’t work. So he’s skeptical to try something new.

This is where your new mechanism comes in. It is KETO, fasting, taking a pill, and seeing the kilograms melt away. It must be different from everything he is familiar with, or he’ll associate the failure of the known mechanism with your product.

Your mechanism isn’t everything, though. Your big selling idea matters, too. This is an overarching trend that’s present in the marketplace. It can be your mechanism, but not always.

When everyone says, “Lose fat fast,” and you say, “Lose fat slowly (but surely),” you have a big selling idea.

When you have a celebrity endorsing your product, and you can call it the “X secret to losing 15 KG and looking phenomenal in…”, you’ve got another strong selling idea.

John Carlton, the famous copywriter, suggests a simple way of building a solid big-selling idea. It is called “𝘁𝗵𝗲 𝗷𝘂𝘅𝘁𝗮𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝗼𝗳 𝗶𝗻𝗰𝗼𝗻𝗴𝗿𝘂𝗼𝘂𝘀 𝗲𝗹𝗲𝗺𝗲𝗻𝘁𝘀.” You put two things that don’t belong side by side.

“The 19-Year-Old Nerd Who Seduced Two Super Models In Italy.”

“How I Lost 19 Kg By Eating Fast Food Three Times A Day.”

“A Skinny’s Guy To Defeating A 140 KG Quarterback In A Punch-out!”

Big selling ideas and angles (and subsequently mechanisms) are high-level copywriting principles. Most beginners won’t talk about them. But they’re critical in most markets.

𝗧𝗼 𝗿𝗲𝘃𝗶𝗲𝘄…

ONE – Your mechanism is how your product does something.

TWO – Your mechanism must be different from the status quo.

THREE – A simple way to create an angle/big selling idea is by juxtaposing incongruous elements.

If you’ve found this post useful, 𝗽𝗹𝗲𝗮𝘀𝗲 𝗰𝗹𝗶𝗰𝗸 𝘁𝗵𝗲 𝗹𝗶𝗸𝗲 𝗯𝘂𝘁𝘁𝗼𝗻! 👍

If you want to help someone narrow their marketing, 𝘀𝗵𝗮𝗿𝗲 𝘁𝗵𝗶𝘀 𝗽𝗼𝘀𝘁! ♻️

If you have any questions or thoughts, 𝗰𝗼𝗺𝗺𝗲𝗻𝘁 𝗼𝗻 𝘁𝗵𝗶𝘀 𝗽𝗼𝘀𝘁! 🗣️

Best regards,

Razvan

I’ve been a copywriter long enough to know what people want.

People want instant gratification. They want a trick that will change their life. They want a pill that will lose them 10 pounds.

So when others tell me that “I’m keeping it real” as a compliment, I wonder, am I doing myself a favor, or am I making life hard?

Because I know all the tricks in the book, I can lie too about copywriting, life, and results. I can humble brag until the end of time.

Something inside of me prevents me from doing so.

I don’t want to be seen as fake, and I don’t want to be appreciated and loved for who I’m not. I know nothing online is as it seems, and I’m not stupid enough to tell you about all the stupid things I’m doing…

… but I can’t give or teach fiction.

It just doesn’t feel right. So, I tell things as I think they are. Sometimes, many times, they’re wrong. It doesn’t make it right because I’m confident in what I say. But it comes from a good place.

And with this intro being done, I want to tell you the main reason why your life sucks, and why my life sucks at times too, why everyone’s life sucks.

This is a misalignment between you and your goals.

Between you and the person you project to be.

Between your actions and your desired outcomes.

I’ll explain and get ready because this will be a long post…

𝗙𝗜𝗥𝗦𝗧…

Setting goals is one thing. Accomplishing them is another.

You can set the goal to run 30 kilometers per week. A month passes, and you run once for 1.5 kilometers. You can set a goal to write a book in 90 days. After 45 days, you’ve completed only 3000 words.

I’m so guilty of this.

I set ambitious goals, but I accomplished only a tiny fraction of them. My life is still good despite not accomplishing most of my goals, which shows the power of intentionality. If accomplishing 25% of what I set my mind to results in this, how would 50% or 75% look?

The number one reason why people don’t set goals or give up on setting goals is that they don’t accomplish them. After all, if you know you’ll fail, why bother with them? Why set standards for your life that will end up being broken anyway?

But I believe you should set goals. You should have standards for yourself. Because…

… failing at a goal you approach with intentionality is still better than succeeding at having no goals.

If I set a goal to write one article per day for one month, and I write only 14 articles…

… I’m still better off than not writing at all.

𝗦𝗘𝗖𝗢𝗡𝗗…

Having goals and having them misaligned with your daily actions is just wishful thinking.

It’s like saying you’ll save money but spending all you have.

Or saying that you’ll be productive but not working hard.

It doesn’t work.

To accomplish any goal, big or small, you need a set of supporting behaviors. Some people call these systems, while others call them habits and rituals. They are actions you repeat regularly.

I have a daily plan.

This is a step-by-step system of what to do each day. It has steps 1, step 2, step 3, and so on, from the start to the finish of the day.

By following this system, I progress towards my significant goals. I also renew and relax as I build self-care into my system.

If your goal is to lose weight, you’d better have daily habits and rituals to support it. Otherwise, it’s wishful thinking.

𝗧𝗛𝗜𝗥𝗗…

Nothing will ever go perfectly according to your plan.

You’ll have good days in which you’ll flow.

You’ll have bad days in which you feel like giving up.

It’s okay to give up for a day or even longer if you return to your goal and pursue it.

Whenever disaster hits my life relatively often, I tell myself, “Let’s get back to normal as soon as possible.” I can’t change the damage done. I can’t change that life, which hit hard.

I can only change the direction of my life from that point.

𝗙𝗢𝗨𝗥𝗧𝗛…

Trust the system.

I don’t know what you believe in, God or something else. But if you put in the work, the reward will come. It will often come from the most unexpected sources, but it will come.

Good things happen to those who execute and are daring, moving forward.

What if I told you I’ll give you a million dollars if you invest 1000 hours into a specific project? That the money is guaranteed to be yours? Is it in a bank account waiting for you?

And I show you proof of the money.

Would you invest 1000 hours into that project?

I would because I would know why I’m doing what I’m doing.

Life, unfortunately, doesn’t work this way. Nobody is telling you what the reward is. Or how long it will take. Or give you certainty.

You can only have faith. You can only see what worked for others and expect it to work for you.

I can’t promise that reading one book per week will make you smarter and wiser. But I can tell you that most people who did grew a lot and evolved.

I can’t promise you that you’ll become prosperous as an entrepreneur, but I can tell you that many entrepreneurs have made a lot of money and bought their freedom, which might apply to you, too.

I can’t promise you that posting content on Facebook will attract clients, but in my experience, it does. Maybe it will be for you, too.

Maybe.

I don’t know.

Life doesn’t come with promises. Confidence is nothing more than having absolute faith in the outcome, but even then, it’s flawed. Just having confidence that something will happen doesn’t change the sacred probability behind it happening or not.

𝗙𝗜𝗙𝗧𝗛…

You are one meter away from diamonds.

Or you’re not.

Again, I don’t know.

There’s this example in Think and Grow Rich by Napoleon Hill. Someone mining for gold stops just one meter away from a fortune.

And surprisingly (or not), life works this way. Many times, giving it one more try, putting in one more hour, sending one more message, and trying one more time is enough to get results.

This is why I’ll continue to work until midnight, though I don’t feel like it.

Sometimes, it’s all in that last rep that makes all the difference.

𝗦𝗵𝗼𝗿𝘁 𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗼𝗳 𝘁𝗵𝗶𝘀 𝗽𝗼𝘀𝘁:

Set goals and make sure your actions align with what you want to accomplish. Then, act with certainty that you’re heading somewhere, even without proof. Many times (but not always), you’ll get there.

𝗪𝗵𝗮𝘁 𝗮𝗯𝗼𝘂𝘁 𝘆𝗼𝘂?

𝗗𝗼 𝘆𝗼𝘂 𝗵𝗮𝘃𝗲 𝗴𝗼𝗮𝗹𝘀? 𝗢𝗿 𝗮𝗿𝗲 𝘆𝗼𝘂 𝗳𝗿𝗲𝗲𝘀𝘁𝘆𝗹𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝘄𝗮𝘆 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗹𝗶𝗳𝗲?

Best regards,

Razvan

You’ve likely fallen for a lie if you’re a beginner copywriter. The lie of “work two hours a day and earn tens of thousands of dollars.”

Copywriting is a biz op opportunity in 2024.

This means everyone is pushing for the copywriting lifestyle: live the good life, work less or almost none at all, send some emails, and make a fortune.

It’s all false.

It’s all a lie.

The truth is a bit depressing.

One – You’ll have to work hard.

Two – You’ll have to exit your comfort zone.

Three – You’ll have to wait a while until you achieve success.

Contrary to popular belief, becoming a copywriter isn’t a fast and easy way. That’s why most people fail. That’s why most never end up building a recurring income from copywriting.

But what makes the DIFFERENCE between those who do…

… and those who don’t?

It’s productivity.

To be more exact, good copywriters or good copywriting students get things done. They are consistent in their effort. They put in the hours. This can mean studying copywriting books, writing copy by hand, writing headlines, content marketing, or networking.

It can mean a million things you can do to advance your copywriting career – the important thing is to pick a few that make sense to you and do them.

I did coach copywriters.

I am coaching copywriters.

And I’ve met very talented writers.

I’ve also met people who aren’t so talented.

What made the most significant difference in their growth, in their evolution, was their willingness to execute.

For example, many years ago, I tutored someone from India. He ended up earning $18,000/month by landing a governmental contract. Of course, he built a team and had to pay salaries, but he did well for himself, especially in India.

This guy ALWAYS did what I asked him to do. No matter what I threw at him regarding tasks, he adapted and got them done. And he came asking for more.

On the other hand, I worked with a gentleman from the UK at some point. He paid for three months in advance. He showed up to the first session with great enthusiasm. He failed to do his homework for the second session. Or the third. I think he found excuses in most of the sessions.

I don’t know if he became successful, but his copywriting skills did not improve.

I’m working with someone from Asia right now. He’s putting in the effort, making sacrifices, and getting outside his comfort zone even when it’s hard. It’s starting to feel like a personal mission to ensure his success because I love his work ethic. His copywriting skills have improved dramatically.

So, put in the work. That will make the most significant difference. Between working smart, before becoming effective, you need elbow grease. You need to make things happen. That’s not always comfortable. I’d go so far as to say that many days, I’m not in the mood to work. But I do what needs to be done anyway because that’s how you advance.

Best regards,

Razvan Rogoz

Hi,

Lately, I have joined a few groups for copywriters.

The common problem is that I don’t have enough clients.

They say that nothing is working. They could mail, build a website, and network on LinkedIn, yet nobody is hiring them.

If you’re looking on websites like Reddit, you’ll see similar posts. You’ll read, “I applied for 500 jobs, and nobody replied.”

Does this mean AI killed the copywriting market?

You’re doomed never to get a job?

Are you out of luck?

No.

Not at all.

It’s just a matter of strategy. The approach most people take doesn’t work.

You see, most freelancers have a mindset of “I’m a freelancer; hire me.” This leads to very small chances of actually working. Few people are in the market at any given time, and fewer will hire indiscriminately.

Business owners aren’t looking to hire anyone.

Contrary to popular belief, nobody wakes up in the morning thinking, “I need to hire a freelancer today for some indeterminate task, just in case…”

Business owners instead have problems to solve.

There are problems like low conversion, low deliverability, poor economics in their funnel, and more. These problems need solutions.

And that’s where you meet them. You create an offer that considers and solves people’s problems to the most significant degree possible.

What does “largest degree possible” mean? It means that you don’t want to solve a part of the problem but all of it as much as you can. I’ll give you an example.

You’re an email marketer.

Biz owners need emails, but they also need them delivered and not landed in spam. They need those emails implemented in their delivery services. They also need split tests for their subject lines.

So, you create an offer that considers all their needs. You make a list of problems that your target audience has…

… and then create a solution for every single one of them.

You add a value to each solution. You do value stacking. Then, you price the product 10% of the total value they’re getting. You’re going for a 10X price ladder.

I mentioned another important term here – the target audience.

You see, your chances of finding someone to hire you when talking to a general audience are small.

You want people who are in the market.

Or at least who has the problem you’re solving.

Ideally, you want people who have bought services before. And if possible, who bought high-priced services? And if you want the cream, services from you.

So, as professionals, stop approaching finding jobs as if applying for jobs in the offline world. It doesn’t work that way. You’re not applying at McDonalds. You’re a corporation of one selling a specific product in a competitive marketplace.

Act as it is.

Best regards,

Razvan Rogoz

“I want it, and I want it now.”

— every child on Christmas Day.

I remember being a child and eagerly waiting for Christmas. I anticipated the video games or whatever I received weeks or months in advance. The night before Christmas Eve, I would squirm and fret, eager to see what I got.

Wouldn’t it be nice if your prospects treated your product the same way?

Wouldn’t it change your life if your audience would treat purchasing your product as the best thing they’ve done?

Well, for most, it would. Fortunately, there is a secret to Christmas and receiving gifts—a secret that if you apply to your marketing, you can dramatically boost your conversion and sales!

What’s this secret?

It lies at the intersection of three HUGE psychological forces.

These are…

ONE – Scarcity.

TWO – Greed.

THREE – FOMO.

Scarcity is when you limit the availability of any given resource. “We have a limited number, and you might not be able to get one.” Diamonds are scarce, therefore, valuable. A diamond can cost many thousands of dollars. Silver is not scarce; therefore, it’s cheap.

Greed is one of the most potent forces in our psychological makeup. We want more than we need, which is rooted in our survival. We are greedy for money, for love, and good health. Greed isn’t harmful or good; it just is. In marketing, getting the best deal possible represents greed.

FOMO is “fear of missing out.” It’s the reason why you’re buying something discounted. It’s why you go out to the club even if you are tired. FOMO

It is when you feel it will slip between your fingers unless you take advantage of an opportunity.

Combine these three, just as with the Power-puff Girls, and you have the most potent marketing secret.

How?

Well, look at Christmas again. It’s so appealing because…

… it happens just once a year.

… we receive something we don’t usually receive.

… we don’t want to miss out on our gift.

These three ingredients, together, create magic.

How do you apply this to an offer?

FIRST—You never make your offer available in abundance. You must always limit it. You have it for sale for only 48 hours. You have only 15 items. You will close the doors and put everyone on a waiting list. You don’t want to be Costco and “have everything, every time.” You want to be Prada and have only three bags per store.

If you don’t know what this means, from what I understand, all luxury designer stores receive minimal products. These are less than the demand for them. So they may have five designer handbags from the new collection when the demand is far higher. It’s scarcity in action.

SECOND—You want to assure him he’s getting a good deal. You do this through value stacking. Value stacking is when you list everything he’s getting and add value to it. Then, the total value is far higher than the price he’s paying.

For example, I’m selling you a membership. You get ten different modules. Each module is valued at $100. This is $1000 in total. But you’re paying only $97. This means you’re paying 10% of the value you’re getting. This is the basic rule: go for 10X value to “activate” scarcity.

THIRD – FOMO is a bit tricky. On one level, you can show how other people are getting richer, better, and happier. Unless he’s acting now, he’ll be left behind. On another level, you can use the carrot and the stick. The carrot is what he’ll get. The stick is what he avoids. Show how your product moves him towards pleasure and away from pain.

Another strategy is to do what Dickens did in “A Christmas Carol.” This is to paint potential paths he can take through life. You can show him a “bad” path and a “good” path. Then you dramatize it.

There you have it.

Scarcity.

Greed.

FOMO.

If you’re an offer owner, I invite you to send me a private message. I’ll provide a free analysis of your landing page, where I’ll discover at least 15 ways to boost your conversion. Then, we can work together to implement them, or you can implement them yourself for free. The choice is yours. There will be no high-pressure selling, I promise.

Best regards,

Razvan Rogoz

From the desk of Razvan Rogoz
Dear friend,

Some time ago, I’ve worked with a self development coach. She is an amazing person. She had some great materials in which she put a lot of energy and love. She created more content than most people I’ve seen. Yet, the problem was that she wasn’t making any sales. Her focus was on helping her market, creating quality content but there was almost no cash-flow whatsoever. She was so focused of building the best things out there that she forgot the purpose of a business, to generate income.

I have been in this situation too. On my old version of this blog, I had over 300 blog posts. On my Facebook page, I’ve posted at least 1000 high quality posts on self-improvement and self-development. I must have gotten at least 10.000 likes from my interactions but I’ve never linked them to cash-flow. I’ve never promoted an affiliate product or a service.

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