The Copywriter Club Podcast Episode #434: Building a Business Fast with Jon Morrow

Release Date: February 11, 2025
Hosts: Kira Hug and Rob Marsh
Guest: Jon Morrow, Content Strategist and Founder of Smart Blogger

Introduction

In Episode #434 of The Copywriter Club Podcast, hosts Kira Hug and Rob Marsh engage in an enlightening conversation with Jon Morrow, the founder of Smart Blogger. Jon shares his remarkable journey of building a six-figure business from day one, overcoming significant personal challenges, and leveraging artificial intelligence (AI) to revolutionize his business strategies. This episode is packed with actionable insights, strategic frameworks, and inspirational anecdotes that are invaluable for aspiring and seasoned copywriters alike.

Jon Morrow’s Inspiring Journey

Jon Morrow opens up about his life story, highlighting the unique challenges he faces due to muscular dystrophy. Despite being largely immobile except for his facial movements, Jon has successfully built multiple businesses and authored extensive copywriting content.

“I have muscular dystrophy and I can't really move any part of my body except my face... I've built several successful businesses. I've written tons and tons of copy, and it hasn't really held me back at all.”
[03:27] Jon Morrow

Jon's career took off while working with Copyblogger, a leading platform in the copywriting industry. Under the mentorship of industry giants like Brian Clark and Dave Patel, Jon honed his skills, transitioning from a writer to an editor and mastering the art of copywriting.

Launching Smart Blogger: A Strategic Move

One of the pivotal moments in Jon's career was his innovative approach to launching Smart Blogger. Faced with the necessity to generate a six-figure income immediately due to stringent Medicaid income limits, Jon devised a unique deal with Brian Clark.

“I made an offer to Brian Clark at Copyblogger to work free for two full years in exchange for a simple favor... to ask him to email all the subscribers and endorse my agency.”
[06:32] Jon Morrow

Brian Clark honored this agreement, resulting in an overwhelming response with approximately 500 clients in a single day. This strategic move not only catapulted Jon's business but also underscored the importance of reputation and strategic relationships over immediate financial gain.

“My reputation is infinitely more valuable than getting paid on a contract. Choose your reputation.”
[10:52] Jon Morrow

The Impact of AI on Copywriting and Business

Jon delves into the transformative impact of AI on the copywriting industry. AI tools like ChatGPT have significantly increased productivity, enabling Jon to produce high-quality sales letters in a fraction of the time it previously took.

“It used to take me 20 hours to put together a really good sales letter. Now it takes me 30 minutes to an hour. The productivity increase is massive.”
[18:21] Jon Morrow

However, Jon also highlights the challenges AI poses, particularly for newcomers. The landscape has shifted to favor those who can adeptly integrate AI into their workflows, making it harder for beginners to break into the industry without the right skills.

“If you're at the top of respect and a personal brand, it's a gold mine. If you're a beginner, it makes it harder than ever before to get started.”
[18:21] Jon Morrow

Maximizing Lifetime Value Through Email Marketing

A significant portion of the discussion focuses on Jon's advanced email marketing strategies, particularly his "broadcast triggering" method. This technique involves sending targeted broadcast emails that trigger automated sales funnels, effectively segmenting the audience and maximizing engagement without overwhelming subscribers.

“We send out broadcast emails offering free content. When they click the link, it triggers an automation and starts the funnel. This process allows us to segment by interest and present new offers weekly.”
[24:38] Jon Morrow

Jon emphasizes the importance of consistent, automated communication in nurturing leads and maintaining a steady revenue stream. His approach ensures that even if other channels falter, the email list remains a reliable source of income.

Building Trust and Personal Branding in the AI Era

Jon asserts that despite the rise of AI, human connection remains irreplaceable. Building a trusted personal brand and fostering genuine relationships with the audience are crucial for long-term success.

“What’s not going to change is human connection... People want to learn from another human being rather than omnipotent AI.”
[40:23] Jon Morrow

He advocates for leveraging personal stories, emotional branding, and consistent nurturing to establish trust and authority, which are pivotal in an increasingly automated world.

Lessons from Mentors: Brian Clark and Neil Patel

Reflecting on his mentors, Jon shares valuable lessons that have shaped his approach to copywriting and business growth. From Brian Clark, he learned the mechanical aspects of writing effective copy, emphasizing structure over creativity.

“Writing good copy is not a creative expression. It’s a mechanical process... about really paving the way for a purchase decision.”
[38:09] Jon Morrow

From Neil Patel, Jon gained insights into leveraging resources and delegating tasks effectively, understanding the power of leveraging a talented team to optimize business operations.

“Neil was a master of doing nothing, of getting smart people around him to do everything. It taught me about the value of leveraging all clients.”
[38:09] Jon Morrow

Advice for Starting Over and Overcoming Challenges

When posed with the hypothetical scenario of starting over, Jon outlines a strategic approach centered around building trust through relationships on platforms like Facebook. By offering free quality work to influential individuals and leveraging their networks, Jon would rebuild his business from the ground up.

“I would start writing things for free for people with a lot of friends on Facebook... leveraging their trust and relationships to gain new clients.”
[44:46] Jon Morrow

He also advises beginners to focus on creating proof of their expertise, gathering testimonials, and continually refining their offerings to build credibility and attract paying clients.

“For information products, the first big hurdle is proof... connect your accomplishments with your visual proof.”
[47:50] Jon Morrow

Final Insights and Future Directions

Jon concludes by reiterating the enduring value of human connection and personal branding in the face of advancing AI technologies. He encourages copywriters to embrace AI as a tool to enhance their capabilities while maintaining the human elements that foster trust and loyalty.

“Building trusted connections and all of the other funnel optimizations... are not a competitive advantage. But a personal brand that millions love is irreplaceable.”
[40:23] Jon Morrow

Notable Quotes

• “I have muscular dystrophy and I can't really move any part of my body except my face... I've built several successful businesses.”
  [03:27] Jon Morrow

• “My reputation is infinitely more valuable than getting paid on a contract. Choose your reputation.”
  [10:52] Jon Morrow

• “It used to take me 20 hours to put together a really good sales letter. Now it takes me 30 minutes to an hour.”
  [18:21] Jon Morrow

• “What’s not going to change is human connection... People want to learn from another human being rather than omnipotent AI.”
  [40:23] Jon Morrow

Conclusion

Jon Morrow's story is a powerful testament to resilience, strategic thinking, and the effective integration of technology in building a successful business. His insights on leveraging AI, maximizing email marketing, and the irreplaceable value of human connection provide a roadmap for copywriters aiming to thrive in a rapidly evolving industry. For those seeking to elevate their copywriting business, Jon's strategies offer both inspiration and practical guidance.

If you enjoyed this summary and want to dive deeper into Jon Morrow's strategies, consider listening to the full episode on The Copywriter Club Podcast.