Quick Note (and these words don’t count toward the 99): If you’re getting this by email, you must be wondering why you’re hearing from me after all this time. I get it. I would be, too. I’ve been consulting and seeing a lot of people marketing and writing copy really badly, relying on AI to make them suck less. IMO, it’s not working. If you’re not already a talented marketer or copywriter, AI won’t make you better. It will just make you lazier and less relevant. The basic rules of marketing and copy haven’t changed – at all. So knowing them, mastering them, and knowing when it makes sense to break them is all part of the art. My frustration working with people who are mediocre or worse has made me want to share lessons again. I hope you get some solid takeaways – and share them with the AI generation who need them the most. Now back to the main topic:
You’ve heard of “barstool speak.” More important than that is “talking in my head” language.
Talking about creating demand, Bill Bonner would remind us that no one wakes up thinking “I need to subscribe to a financial newsletter.”
True.
And they also don’t wake up saying “I wish I were experiencing less joint discomfort” or “I hope a new brand of sustainable fashion launched” to themselves.
People wake up in pain. They wake up worried. They also wake up happy and hopeful. And writing how they talk to themselves in those moments is the key to writing effective copy.