Happy Memorial Day! Bad luck struck again for Charles Leclerc yesterday: a pit strategy screw up cost the Ferrari driver a win at his home race in Monaco. Meanwhile, Tom Cruise had much better luck in Hollywood, notching the first $100M+ opening weekend of his career with Top Gun: Maverick.
Now here’s what else is going on…
Making the Rounds
- Ads are coming to YouTube Shorts. Google just announced they’re rolling out ads to Shorts worldwide. CEO Sundar Pichai recently revealed Shorts are getting 30 billion views a day, which is a helluva lot more than we would’ve guessed.
- Investors file class action suit against Elon and Twitter. The suit alleges that Musk acquired some of his Twitter shares at an “artificially low price” thanks to a late disclosure that may have saved him $156 million.
- New Arc browser aims to disrupt Chrome and Safari. Startup Browser Co. is reimagining the web browser to rescue us from the curse of a million tabs.
Working With Clients
WANTED: Money at a Discount
Let’s say you’re a copywriter, media buyer, or funnel builder.
The “product” you sell is actually a service, right?
As a service provider, the “product” you sell is an OUTCOME.
- Product demos
- Sales calls
- Free trials
Clients aren’t looking for another line item to add to their expense report…
They’re looking for the fastest and most direct way to achieve a specific outcome.
And in marketing, that outcome usually means “buying” money at a discount (by paying you to produce a result that generates revenue for their business).
So the next time you’re pitching a new prospect…
Remember: clients don’t buy services, they buy results.
Working For Yourself
Files Gone Wild
If you’re looking for ways to work faster + get more stuff done in less time…
Keeping your digital workspace organized is just as important as keeping your physical workspace organized.
Here are a few tips to help you digitally declutter:
- Establish a naming convention for files (ex: [CLIENT] – Document Name – MM/DD/YYYY)
- Create a master folder
- Organize subfolders with numbers (ex: “01. [FOLDER]”)
- Maintain a tracking sheet (with links to all documents for a given project)
- Have a dedicated scratch pad (for quick notes or off the cuff calculations)
Bottom line: a cluttered Drive folder makes for a cluttered mind.
From The Copywriting Gig
When Reverse Psychology Backfires
Persuasive direct response copy tells the reader exactly what to do and when to do it… right?
Not so fast.
If you want to convert as many people as possible, there’s a hidden psychological landmine you’ll want to avoid.
It was first discovered by Sigmund Freud in the early 1900s…
And it’s called “psychological resistance.”
Translation: people don’t like being told what to do.
So they rebel by doing the opposite.
How does this apply in copy?
Using the word “need” — as in “this is exactly what you need to achieve XYZ” — can trigger psychological resistance in some prospects and lead them NOT to buy.
So if you want to sidestep this little IED embedded deep in our psyche…
Avoid framing your solution as something your prospects “need” to do.
Quote of the Day
“The only thing worse than being blind is having sight but no vision.”
— Helen Keller