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My name is Nicholas Cole. I'm one of the highest paid copywriters and ghostwriters in the world. And today, I'm going to walk you through 20 copywriting tips that I would recommend you incorporate in your own writing. Both copywriting, ghostwriting, even the content you create for yourself and why they're so powerful, why they can have such a huge impact on your own business as well as any other person's business that you work for. So just quick screenshot here for you. In the past couple years, we've generated close to $15 million in our digital product businesses. So that's ship 30 for 30, our premium ghostwriting academy, right? With AI, various other verticals. And just so you know, I took the screenshot about 15 seconds ago, and we just hit the beginning of a new month. It resets at the beginning of each month. So that's why the line falls off of a cliff. Don't worry, our business isn't dying. It just restarts every month. So these are 20 copywriting tips that I would recommend you use in order to grow your own business. The first one is you aren't selling anything to the customer, okay? You are giving them an opportunity to change. I worked a job right out of college at a small ad agency. I was an entry level copywriter. And this is something that my boss and mentor really instilled in me is that you aren't ever trying to convince anyone of anything, okay? If you really believe that the product or service that you're providing can help them, then you need to show them an opportunity to change. It's not about convincing them. It's about showing them what is possible. And a lot of that comes down to education. Okay? Copywriting tip number two, don't use fancy formal language, okay? The average person can't really read above a third or fourth grade reading level. A different way of thinking about this is the smallest category in books is literature, okay? And the reason that literature is the smallest market is because literature is the hardest to read. Literature typically involves using the most verbose language, right? Vocabulary that not everyone understands. So it makes sense why it's the smallest market for books. Because literally the vast majority of the world can't read it. They don't know what half the words mean. Okay? So when you're writing effective copy, you want to keep stuff like this in mind and go, how can I write this for the average person? And not even just the average person, but how can I write it in a way that doesn't require high cognitive load, Okay? I had another mentor who said this to me, and once it clicked, I saw the whole world differently. Okay. Depending on how complicated something is, the way that you write it requires a different sort of cognitive load. Right. Do I need to turn my brain off, or can I just sort of leave it? Or turn my brain on? Or can I just leave it sort of off and I can skim it and still get the idea? And so you want to write things that are as close to. I can just skim it and get the idea as possible. Because you're competing with notifications you're competing with. Oh, I could just go back to TikTok. I could just open up YouTube and start watching a video. Right? So you want to make things as skimmable and as easy to understand. And the way I like thinking about that is it has the lowest cognitive load. Okay. Copywriting tip number three. Don't say that the customer is experiencing a problem. Say that they might be. Okay? And there's two reasons why this is so important. The first is you don't want to say that the customer has a problem when you don't know for sure. Right. Instead, you can leave the door open by saying, hey, you might be experiencing this problem, which is a little bit more approachable. And second is when you say you might be, this actually allows you to list out different problems. So, for example, with our beginner writing program, ship 30 for 30, we might say something like, you might be struggling to build a daily writing habit, or you might have a daily writing habit, but you're afraid to hit publish and share your work online. Those are actually two different problems. They're related, but they're two different problems that actually speak to two different archetypes of person that might be interested in our program. So when you say you might be, it allows you to actually hit on different pain points that target different archetypes of maybe the same sort of person. Like, these are still beginners, but they're just different archetypes of beginners. Okay. So this leaves the door open for you to speak to those different problems. Copywriting tip number four, this is a bit of an advanced one. It took me a really long time to learn, and I find that it's something a lot of writers really struggle with. You want to avoid the word better at all costs. So a lot of times writers or copywriters think that effective copy is about convincing the other person. Right? It goes back to tip number one. It's not that you're selling them on something. It's not that you're convincing them of something. And so what beginner writers do is they try and convince the reader or the potential customer that whatever thing they're writing about is better than the competition. The problem with the word better, right? Or faster, stronger, smarter, all of those, ER words is they very subtly imply comparison. So if I say, hey, my thing is better, unconsciously you ask yourself the question, well, what about the thing you're comparing it to? Maybe that thing is good, right? You actually raise this question and raise this objection in the reader's mind a lot of times, too. When someone says, my thing is better, they're sort of admitting that the thing that people already use or already like is so great that they need to try and convince you that what you have is better. Right? So in trying to say that you are better, you actually validate the previous competition's strong standing in the marketplace. Right? You're subconsciously saying, this person is crushing it, but let me try and convince you otherwise, okay? And so instead of thinking in terms of better, stronger, smarter, all of those, ER words, you want to try and think, I want to be in a completely different category. Okay? So, for example, a very easy example, I don't want to compete in the gasoline vehicle category. I want to be in the electric vehicle category. Right? That modifier word means that you are not playing the better game. It means that you are in a different category. So this is something that takes writers and copy copywriters a very long time to understand. But once this clicks for you, you realize that the entire game and the. The entire secret to writing really effective copy actually starts before you write anything. Before you dig into, oh, I need to go write a sales letter, or, oh, I need to write some email that sells the customer. Before you dig into any of that. True copywriting begins at the category level. And so you want to be in a different category before you start going, well, let me now scale all of the points I want to make or all of the things I want to share with the reader in that category. So all copy starts at the category level. Copywriting tip number five. You want to be what's called a painkiller and not a vitamin. So the difference is, a vitamin is, hey, you don't want this bad thing to maybe happen 5, 10, 20 years down the road. If you take this vitamin today, you will reduce the likelihood of this bad thing may be happening, but it's not really affecting your life right now. Okay, that's a vitamin. It's like pro. It's something that is Proactive. A painkiller is you are in pain right now. You just broke your arm, you know, you're gushing blood everywhere. If you take this painkiller right now, you will feel better and your pain will go away in 20 minutes. And obviously that is an extreme way of painting the picture, but it shows the point. When you are framing the value of a product or service, you don't want to frame it in terms of a vitamin. A really easy example is oftentimes ghostwriters will say, I'll help you build your personal brand that is in many ways a vitamin. Because you're saying, hey, you don't really have anything that you're necessarily in pain for right now, but if you take these vitamins, your life gets better at some point in the future. Right? And it's not that that's bad or wrong or not compelling. It is. But when you put that beside the painkiller version of that, which might be, hey, startup founder, you're really struggling to raise your Series B and you need to show investors at scale that you are worth investing in. Let's start creating content online and building your personal brand and we can start fixing that immediately. It's actually the same offer, but one is framed as a vitamin and the other is framed as a painkiller. And you always want to find ways to frame things and anchor them back to the painkiller side versus the vitamin side. Copywriting tip number six, you want to sell the results, not the process. So nobody wants to go to the gym. No one gets excited about going to the gym. Everyone just wants the outcome. How do I get 6 pack abs by summer? Right? And oftentimes one of the biggest mistakes that beginner copywriters make is they talk a lot about the product or service. So they're like, here are all the cool things that, that it does, a.k.a. here's the process. But they don't spend enough time speaking to. But what's the result of that process? What is the thing that the customer actually cares about? What do they actually want? Right? So for example, in our beginner writing program, ship 30 for 30. Instead of us just talking about, hey, we have all these cool prompts that we give you. And here, here are all these amazing sorts of modules that we've built and we have all these videos and all this stuff. Like, that's all talking about us, right? Here's our process. Here are all the things that we give you. Sure. But like, this is about us. In reality, we want to spend more time talking about the customer. And so we might say something like, hey, 30 days from now you are going to have a published library of 30 atomic pieces of content. Or 30 days from now you're going to finally have the confidence to share your thoughts, insights, ideas, stories on the Internet. That is the outcome. And so when you speak to the outcome, that's what the customer latches onto. And then the process is just, well, now that I'm connected to the outcome, I trust that you will help me get there. Okay, so it's a very subtle thing, but it has a massive impact on the way that the person perceives the value of the thing that you're sharing with them. Copywriting tip number seven is you don't want to try and write for everyone. You want to write for one specific reader. So I had an amazing mentor in Los Angeles. His name is Craig Clemens, one of the most successful sales copywriters on the planet. Generated billions and billions of dollars. I spent a lot of time with him and this was something that he really instilled in me, which is when you try and write something for everyone, you end up writing something for no one. And before he would write a sales letter, you know, a VSL script, whatever it is, what he, his process and what he does is he sits down and he writes a 10 page, just full breakdown analysis of the specific person that he's talking to. What's their name, where do they live, how old are they, what are they interested in, what have they tried in the past, why did they fail, what do they want? What are their goals, what are their hopes, dreams, ambitions, like every possible thing that you could tangibly list about the specific type of person that you, that you're trying to speak to and that you want to help. And then when you go through that exercise, and he even said, I would go so far as to give them a fictional name. You know, this is Susie. She's 28, she lives in the Midwest. She's tried these things in the past. This is her goal. These are the problems that she's struggling with. Like he would just get as hyper focused as possible. And then once he had all of that information about who this person was just brain dumped onto the page, then he would go write the thing and he would literally write the entire thing to Susie. So just that one person. And obviously he passed that along to me. And then that's been a huge part of my process over the years now too. And what this does is when you write for one specific person, the Internet's job is to Go find all the people just like Susie, so you don't actually need to speak to everyone. And in trying to speak to everyone, you end up not having clarity over the specific type of person that you're trying to help. When you only speak to one person, the Internet's job is to go find all the people who are just like that person. They have the same wants, hopes, dreams, ambitions. They have the same problems, they've run into the same obstacles, they've tried the same things in the past. Right? That's the Internet's job. So over and over and over again, you just remind yourself you are not speaking to everyone. You are speaking to one very specific person. Copywriting tip number eight, this is another advanced one. Takes a long time for this to click. But I want to future pace here for you is you don't sell the brand, you sell the category. So a big mistake. And this isn't just copywriters, this is entrepreneurs at every level, including CEOs of multi billion dollar companies. They don't understand this. At the end of the day, no one can care about your brand without the context of the category. Okay, so one of the most well known examples of this is in the early 2010s, maybe late 2000s, early 2010s, Google launched this thing called Google, I'm dating myself. But depending on how old you are, you might remember this. Google was their attempt at creating a social network after Facebook had blown up. And their logic was, well, we're Google. We have arguably the biggest brand in the world. If we take our brand and enter a different category, we will be successful. And Google burned however many billions of dollars trying to make Google happen, and something like five years later, they ended up shutting it down. Huge waste of money. Never caught on, was never successful. And so it begs the question, if the most well known brand in the entire world can't enter a different category by just leaning on their brand, then what makes you think that your customer cares about your brand if they don't understand the category? Okay, so the thing that a lot of copywriters and entrepreneurs don't understand about marketing is that marketing begins at the category level. Okay, I can't get interested in your probiotic brand if I don't know what probiotics are in the first place. Right? I can't get into your mushroom coffee brand if I don't understand the benefits of mushroom coffee in the first place. And so again, all roads lead back to the copy begins at the category level. And if you don't understand a What different category you're in, and B, what you need to educate the reader, potential customer, on about that different category. Then all your copy around, we have this amazing brand and here's all our testimonials and here's our success stories. It actually doesn't matter because the reader can't get past the first question, which is, yeah, but what's the category? Right? What do I do? Another really easy example is if I said, hey, you know, this Friday, do you want to go to, you want to go to Larry's on Friday? They have great food. The first question you're going to ask is not tell me about Larry's brand. The first question you're going to ask is what kind of food do they serve at Larry's, AKA is it sushi or is it Italian? That is a category question. So you can't care about the brand until you first understand what category are they in. Then once you understand what category they're in, the follow up question is, who has the best brand within that category? Okay, so I'm like, do you want to go to Larry's? You're like, what sort of food do they serve? I go, larry's is Italian. You go, actually, if we're going to do Italian, I know of a better spot. That is literally what happens in your brain every time you buy something. You start at the category level. Then once you're either interested or not interested in the category, you move down to the brand level and then you start comparing brands and companies side by side and you're like, actually, you know, I like John's better than Larry's. Right? So I was trying to think of an Italian name and of course I blank on all of them, John's. So that's what happens every time you buy something. Okay, so copywriting tip number eight is you are not selling the brand. You have to spend all of your time, energy and effort selling the category. The brand is almost the afterthought. Copywriting tip number nine. Teach, don't sell. So this is my entire philosophy around writing and selling anything. And this is something that I've held true in all of the companies that I've built. I built my first company, which was a ghostwriting agency. It's millions of dollars in revenue. We've launched multiple multi seven figure digital product and writing related programs. By the end of this year, we'll have done over $20 million in sales. These are things that I've been using for almost a decade now. And my whole philosophy is that when someone is sufficiently educated, you do not need to sell them anything. All goes back to the first step that I talked about. And a lot of times copywriters think their job is to sell. And in reality, and the reason why I actually chose to niche down on ghostwriting and why I trained ghostwriters and why I spend so much time on the ghostwriting side is because the word copywriting has so many associations stuck to it at this point. And I actually disagree with a lot of the philosophies that are attached to the word copywriting. So even though a lot of these principles are the same and they could be classified under copywriting or ghostwriting, the reason that I tend to associate more with ghostwriting is because there's less known associations with that word. It's a newer subcategory. And so I can sort of help educate the differences in this philosophy that I have under that different term. So the philosophy is that a lot of times copywriters think that the way to write great copy is to sell the customer. And the way that copywriters are taught to sell is to think about things like, you know, what. What pain are you in? And how do I solve that problem, and here's my guarantee, or here are testimonials, here's social proof, etc. And there's. It's not that any of those things are wrong, but there's a very subtle piece in there that I think gets really misunderstood, which is the primary goal. And what makes the most compelling copy is actually not sales, it's education. Because all objections and all faulty beliefs are actually rooted in questions. And so what that really means is that in order to get someone even ready to buy, or in a place where they can consider buying, you have to first acknowledge all of the questions that they have and all their knowledge gaps and all the things that they don't know, they don't know. And that is primarily an education game. It's actually not a sales game. Okay, so whenever I'm sitting down to write copy, and this is something that we do every time we do a product launch, in all of our funnels, all of our emails, everything, I am always asking myself the question, what doesn't the reader or potential customer know? What don't they know they don't know, and how can I educate them sufficiently to the point where they feel like, wow, I now have the ability to make an educated decision. And if you can get them to that point, the sales component is actually very minimal and very easy. You don't have to work so hard to convince them of anything, because what you've done is you've educated them, and now they feel equipped to make a good decision. And because you're the one who educated them, they trust you. So my whole philosophy is, I really don't like thinking about copywriting as sales. I like thinking about copywriting actually more as ghost writing. And, yes, the sale is the end milestone, but the way that you get there is through education. Copywriting tip number 10, this is a very subtle one, but you never blame the customer. So in really effective, quote, unquote copy, you would never be like, hey, the reason that you're not losing weight is because you're not trying hard enough. That would be you blaming the customer. You don't want to do that, right? Chances are the customer's beating themselves up enough as it is. What you want to do is you want to give them someone else to blame. So effective copy might be something like, hey, I know you've been trying to lose weight for a while now, and to be perfectly honest, I understand why that's probably been hard for you. A lot of the advice out there is to do these three things, and so much data has come out that actually, those three things aren't the most effective way to lose weight. So notice a couple things. One, you're giving them someone else to blame, right? Which opens the door for them to go, oh, thank you. I don't feel so bad about myself. Now tell me a path forward. And then second is you're not selling them on your thing. You are educating them on why the old way that maybe they've tried or maybe they've heard about or known about actually isn't the most effective path. You are educating them on why that's wrong and what they should do instead. So notice how, like, all of these things work together. Really effective copy is not one of these things. Or it's not just as simple as, like, use this word instead of this word. That's a very reductive way of thinking about copywriting. And this is why I can't stand all the copywriting gurus on YouTube that are like, you just use these three words and people buy from you. It's like, that's. That's. You're misunderstanding the art of writing effective copy, okay? And all of these little things, they stack on top of each other, and that's why you can read something and go, wow. Not only is that extremely compelling to me, but I walked away learning something. That should always be the goal. The person finishes watching your video or listening to your sales script or consuming a piece of content from you. And they shouldn't feel like I just watched an advertisement. They should feel like I just got free education. And whether or not I buy, I learned something that is my measure for really good copy. Copywriting tip number 11, separate writing copy for insiders versus outsiders. So this is another important nuance depending on the product or service that you're selling or you're helping another business sell. It depends on which part of the market you're trying to go after. And sometimes you're trying to speak to people who have no idea that this industry even exists, right? Which means that you need to use language that is very all encompassing. You need to use language that leaves the door open for any type of person to go, oh, this is really interesting to me. The opposite is when you're trying to speak to a very specific type of person inside who already has context about a specific industry. And when that's the case, you can use things like abbreviations or slang or like names of products that only that sort of person would recognize. You know, one of my favorite examples of this is when Discord first launched. You know Discord, how they separated themselves from Slack, even though they're very similar apps, how they separated themselves from Slack is they actually started by targeting gamers. And because they wanted to go so hard in targeting gamers, what they did is they made all of their copy, all their website copy, all their messaging, everything, actually use like gamer slang. And so you would go on the website and if you weren't a gamer, you wouldn't understand half of what the homepage was trying to say to you. But if you were a gamer, you immediately resonated with it and you saw yourself in the copy. And it's not that one is better than the other, it's that that is a choice that needs to be made depending on the product or service and how you want it to be positioned. But it's something to be aware of. Are you speaking, speaking to insiders or are you speaking to outsiders? Copywriting tip number 12. You want to ground your argument in a shocking statistic. So this isn't a, you know, you must do this 100% of the time, but it is a really effective mechanism that you can use. A great example of this is if you've ever watched, you know, like a documentary on Netflix, every documentary always has the same hook. You know, it's like dramatic music. Did you know that 38% of XYZ get killed every single Year, right? They use these stats to not just back up the thing that they're trying to share with you, but it's. The stats are actually hooks. And whenever, you know, then 10 minutes goes by and whenever you're sort of like starting to tune out the documentary, they present you with a new stat and they're like, here's another compelling thing that you probably didn't know about. Right? And these stats are what keep you hooked over and over and over again. And so, and like, fun little tip here. Especially if you're using one of these in the beginning of something as the primary hook. The more weird or unconventional the stat, the more likely you are to pattern interrupt the person listening. So it's not just, oh, I need to find a stat. It's like, how can you find a weird, surprising stat that makes the person go, I never knew that, or I never thought about that before. Right. It's an amazing way to hook readers and potential customers. But you can also use it all throughout. If you're writing an email, if you're writing a book, if you're writing a sales script, like, you can use these sorts of stat hooks throughout to rehook the person. Copywriting tip number 13, according to Science. So this is the same idea, but you're, you're referencing some sort of study or, you know, something quote unquote scientific to back up your argument. This is very, very common when people are writing copy inside like Health and Wellness Industries or psychology anytime you can say, hey, this study was done two years ago, and according to Harvard Business Review or the National Psychology magazine of whoever, whenever you have that context, that's what makes it more and more compelling for the reader. Copywriting tip number 14. You want to organize information into lists. So the more skimmable the thing is, the more likely that the reader is to read it and understand it. If it's not something that is written, even if it's a speech or it's a video sales letter or something, that is another medium of communication, you know, audio or video. The reason that lists are so valuable and so helpful is because they act as anchors. So what happens whenever we watch something or we listen to something is our mind naturally sort of deviates and then comes back. You know, we add and then we come back to the middle. And when there's a list, you not only can future pace and know what to expect, but you can also zone out for a second and then, you know, maybe you're doing this right now and I'm like, oh, copywriting tip number 15. And then you're anchored back in again, right? So lists do an amazing job of helping someone keep information organized when they're consuming it in a way that they. They don't necessarily have something to look at the entire time, or they're sort of listening in the background and it allows them to come back over and over and over again again. It's just another effective way of making sure that the message that you're communicating, there's. There's as little cognitive load as possible and that it's actually getting through to the other person. Copywriting tip number 15. Don't oversell the problem. Just say what it is. Okay? This is really true for everything. Don't oversell the problem. Don't oversell the benefits, don't oversell the outcomes. If you start from a place of it is a game of education, you realize that all of the effort needs to be placed on just making sure that the reader understands. And once the reader sufficiently understands the thing that you're trying to explain to them, you don't need to keep re explaining it right. You can move on to the next thing that they need to understand. And oftentimes, whenever I see bad, ineffective copy, the writer is trying to hammer home a point over and over and over again. And you know, I am not just a copywriter. I don't think of myself as just a copywriter or just a ghostwriter. I study all kinds of writing. I write books, I've written speeches. I do all sorts of writing. And this is such a truism in all writing that you have to sort of trust the reader. And once the point has been made, just move on. You don't need to keep hammering at home. Copywriting tip number 16. Don't oversell the solution. Same idea, right? Just say what it is. Same idea as the problem. Just on the solution side, you don't want to keep saying, oh, and we'll do this and guarantee and guarantee and guarantee. It's like at a certain point, the reader gets annoyed. You always want to come back to what do they need to get educated on? Copywriting tip number 17. Give your customers new language to talk about the new problem. You're educating them on so little fun, fun story. So going back to my. My friend Craig, very successful copywriter. One of their most successful products ever was they sold one of the first probiotics. They actually helped pioneer the probiotics category and sold hundreds of millions of dollars worth of probiotics. And a big part of that was naming the problem So a truism in writing effective copy is the reader or potential customer can't actually care about the solution until they first care about the problem. And the way that you get people to care about something is you give it a name. And so the way that you get someone to care about the problem that a probiotic solves is you name the problem. And in this case, they named the problem leaky gut. Chances are you probably heard of leaky gut syndrome. Now, what is crazy is that a lot of times people hear these terms or new terms pop up and they just assume that they magically got created out of thin air. No, the vast majority of the time a very savvy marketer sat there and went, you know, for us to sell this product, we need to have the potential customer care about the problem. And the way that we get them to care about the problem is we name the problem and then we educate them on the problem. So you've probably heard leaky gut syndrome. What you didn't know is that it was a marketer who came up with that. And so that's the whole secret. You want to find ways to name the problem and you could also name the solution, but it can't be a clever name. It has to be a name that makes sense within the category. And then the problem that you've named them, named and educated the customer on gets solved by the unique, differentiated, different category solution. So again, notice how all these pieces work together. Copywriting tip number 18, remind the customer what will happen if they don't. So this is where you have to speak to the hypothetical downside. So it's not just about educating the customer on. Here are all the good things that will happen if you take action or if you solve this problem. But then you also need to spend a little bit of time educating them on the fact that if they don't take action or if they don't solve this problem, what bad things are going to happen? Give you an amazing example. I was just at the dentist the other day. Dentist is sitting there, they look at my teeth, they go, you know, overall, everything's good. You don't have any cavities. That's great news for me because I hate going to the dentist. And then at the end, the head dentist comes in and goes, you know, you don't have any super immediate problems. You know, you should come back, we'll do a cleaning, just keep things healthy. But I do want to point something out to you that the way that your bite is sitting, you know, if you don't fix this. They were trying to sell me on Invisalign. Basically. If you don't fix this, then what's going to happen is. And then they pulled up the big screen and they were like, these teeth are going to keep grinding on each other. And I wouldn't be surprised if in 5, 10 years you're going to need a root canal on that tooth. So there was an amazing. I was sitting there the whole time and I'm just taking notes mentally being like, this is so smart and I'm probably going to do it. Like that's, that's the thing is like, it works. But they weren't selling me, they were educating me on, hey, if you don't do this, I just want to let you know this is probably what's going to happen. And that is not sales, that is education. But it's such effective education that it ends up selling the customer. Worked on me. Okay, so this is a very subtle point, but it's a really important part of the process. Copywriting tip number 19, this is another one of the most common mistakes that writers and entrepreneurs make all the time leads to really weak copy is you have to sell the benefits, not the features. So especially really passionate entrepreneurs or really passionate marketers, they want to talk about their product or service over and over and over again because they love what they've built or they love what they're selling. Again though, it goes back to no one cares about the process, they just care about the outcome. No one cares about the features. No one cares that your wing medusle has these 14 different knobs and if you twist them and turn them, it does all these cool things. Nobody cares. The only thing that the customer cares about is the benefit of those features. So if they turn all the little knobs on the wing medusle, right, what good things happen to them? What are the benefits of doing that? And you have to speak to the benefits, not the features. If you speak to the features, you're talking about yourself. If you speak to the benefits, you're talking to and about the customer. And then copywriting tip number 20, this is probably the most sales related one is you have to remove the fear of buyer's remorse. So it's very common in just about anything that you have some sort of guarantee. Now, depending on what you're selling, depending on the industry that you're playing in, there can be some laws around what you can and can't guarantee. But the simplest one is if you're unsatisfied within seven days. Within 14 days, we'll give you your money back. You know, or if you're. If you're unsatisfied, we'll jump on a call with you, and we'll work with you until XYZ happens. So some sort of mitigation against buyer's remorse is usually a good idea. Now, all of these tips, like, if you. If you incorporate one of these or two of these or three of these, yes, your copy will get better. But I hope that your takeaway from this is that in some way, they all work together, and it's not just about, oh, if I make this one little tweak, then magically money rains from this guy and everyone buys from me. That's not really what the game is about. The game is about understanding the role that each of these play in the psychology of speaking to a potential buyer. And I said it a hundred times, and I'll say it one more time, and I hope that it's your biggest takeaway from this, is it is not about sales. Great copy is about education. And the more that you sufficiently educate the prospect, the more likely they are to buy. And the vast majority of the time, the reason why copywriters and marketers and even the entrepreneurs of the companies themselves, the reason why they struggle to write effective copy is because they don't actually have clarity, and they don't actually know what they need to educate the prospect on. And it's this lack of clarity that shows up in the copy and in the writing. And as a result, because there's no clarity, everyone sort of defaults to, well, how do we fix that problem? And then that's where enter all of these hardcore sales tactics. And so it's like you're not addressing the real problem, and you're trying to fix it with this thing over here, but this thing isn't the thing that actually moves the needle. What moves the needle is you having a painful amount of awareness over who your customer is, what they're struggling with, what they've tried in the past, how you can help them, you know, what faulty beliefs are holding them back, what questions they have. If you speak to all of those things and you sufficiently educate them, then you don't have to sell them on anything. And because you're the one who went to such great lengths to educate them because no one else is that, then they buy from you because you're the one who helped them, so they inherently see you as the expert.