Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of “de Finibus Bonorum et Malorum” (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, “Lorem ipsum dolor sit amet..”, comes from a line in section 1.10.32.

The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested. Sections 1.10.32 and 1.10.33 from “de Finibus Bonorum et Malorum” by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham.


Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of “de Finibus Bonorum et Malorum” (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, “Lorem ipsum dolor sit amet..”, comes from a line in section 1.10.32.

The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested. Sections 1.10.32 and 1.10.33 from “de Finibus Bonorum et Malorum” by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham.

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Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of “de Finibus Bonorum et Malorum” (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, “Lorem ipsum dolor sit amet..”, comes from a line in section 1.10.32.

The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested. Sections 1.10.32 and 1.10.33 from “de Finibus Bonorum et Malorum” by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham.

Why ClickFunnels Is The Superior Choice For eCommerce Store Owners

There has never been an easier time in all of human history to be the owner of a successful store.

The old days of investing hundreds of thousands of dollars into a brick & mortar store, paying an insane amount of property taxes, and constantly worrying about the prosperity of your small business are over. Thanks to the invention of eCommerce platforms like Shopify, you get to have the privilege operating all of your store’s operations from the convenience of your own laptop.

Why Shopify Isn’t The Best Choice For Long-Term eCommerce Success

Now make no mistake – Shopify is an awesome platform that has allowed people to sell their own products without needing to be an expert coder, designer or business person. While it’s never been easier to run a profitable eCommerce store, you have to deal with the fact that there are TONS of online stores you are competing against. In fact, it is a bloodbath when it comes to getting the attention of your perfect customer! They’re going to arrive at your web page, and you have all but 3 seconds to convince them that it’s worth their while to browse your store and purchase your products. If you can’t do that, they’ll quickly get bored and go to your competitor’s eCommerce store. This is where most eCommerce platforms like Shopify fail: There’s no real mechanism in place for keeping your customer’s attention, or following up to remind them of the latest deals on your products.

Sucks, doesn’t it?

It would, if there weren’t a solution already available to nip this problem in the bud…

Why ClickFunnels Is The Best Choice For eCommerce Store Owners

ClickFunnels is the BEST option for an eCommerce store owner because it takes advantage of buyer psychology. It’s not because of some super-special feature ClickFunnels has that Shopify doesn’t have (more on that later), but because ClickFunnels is built with the CUSTOMER in mind. In other words, through the use of high-converting marketing and sales funnels, ClickFunnels will allow you to persuade both enthusiastic and skeptical buyers to BUY from you! To demonstrate what I mean when I refer to buyer psychology, let’s look at the process that a buyer would go through if ClickFunnels was being used to sell your eCommerce product. For the sake of the argument, let’s say that we want to sell your customers a beautiful piece of jewelry.

The Psychological Journey Of Your Ideal Customer


Your buyer is browsing through the Internet, whether through Facebook or Google, and they happen to arrive at your eCommerce jewelry store. At this point, they don’t know anything about you or who you are, but they thought about you enough for a single second to click on the link that takes them to your store.

Now what?

Do you expect them to sit there blindly, assuming that they’ll just see something that they like? You could do that, but there’s no fun in ‘hoping’ that someone will buy from you!


If you had something like ClickFunnels in place, you could set up a pop-up opt-in form that offers them something exclusive for FREE in exchange for their email address. You could offer a quick guide titled “5 Essential Tips For Keeping Your Jewelry Crystal Clean And Rust-Free”, or even a discount coupon for 30% off on their next purchase. See, you’re not selling the customer right away on your most expensive product. What you are doing is building TRUST. They may not be ready to buy from you just yet, but they trust you enough to make a teensy tiny commitment. Have patience – we’ll get to the buying part real soon!


If any if you guys know about the immense value that email marketing can have for growing your business, you can already see why a funnel can be beneficial for your eCommerce store. You have the opportunity to email your potential customers several times a week, advertising your latest sales and limited-time discounts. Like Grant Cardone says, “The fortune is in the follow-up.” Customers may need to be reminded SEVERAL times about your products before they make the decision to buy one of your products.

Eventually, your potential customer (i.e. your email subscriber) will be ready to buy from you. Or if you’re lucky, somebody who sees your website for the first time likes what they see and wants your beautiful piece of jewelry. This is the point where you can use a sales funnel to turn a one-time buyer into a LIFETIME customer!


Once the buyer purchases your piece of jewelry, most eCommerce store owners would call it a successful day and leave it at that. However, the forward-thinking store owner recognizes that the buyer is now in a mental state we call the “buying mode” It means that once a person has justified their initial purchase, they are in a ‘mood’ to buy even more things. You need to take full advantage of that temporary state of being with a sales funnel. Going back to our purchase of the beautiful piece of jewelry, you have several options.

You could do something called an ‘upsell’, where your customer is directed towards the option of buying a more expensive item (or something complementary). If I sold the piece of jewelry for $49, my upsell might involve a really expensive necklace for $99, or I might add in an ADDITIONAL piece of jewelry they just bought (i.e. the same one) at 50% off. I could also cross-sell the customer, meaning that I introduce them to a new product or service that isn’t related to the initial purchase. After my customer buys the first piece of jewelry, they could be re-directed towards a page that offers them a carrying case for their jewelry, or a cleaning package that involves a special rag and a cleaning solution designed uniquely for that first piece of jewelry.

Finally, there’s the ‘down-sell’. If my customer goes to the upsell or the cross-sell, and declines either option, I can employ a last-option resort where I offer a cheaper product. Going back to our example, I can offer the customer one of our cheaper pieces of jewelry that costs just $39. Think about what’s happening here: $39 might be a lot of money, but compared to the more expensive options they were JUST presented, it’s an absolute steal! They’ll rationalize their purchase and believe that they got a great deal out of their purchase. Now, this is just a small example using a very simple sales funnel and a single product. Obviously, you could make this set-up far more complex and have an elaborate sales funnel for each and every one of your products. But I wanted to thoroughly use my jewelry example because it really highlights the power of marketing and sales funnels in allowing you to gain more lifetime customers and experience a greater number of purchases for your more expensive products.

The #1 Reason Why ClickFunnels Leaves Shopify In The Dust

I could tell you about the fact that ClickFunnels offers superior customization across the board, both in designing your overall sales funnel and every single page involved in the funnel. I could remind you that it seamlessly integrates with numerous third-party platforms that you’re already using to run your online business. I could even tell you about the incredibly simple drop and drag mechanism that you can use to design and edit pages from scratch, while pointing out that you can A/B test your pages to death. However, here’s the main reason why ClickFunnels is the best choice for eCommerce store owners:

Shopify takes anywhere from 1-2% of all transactions you perform on the platform.

More specifically, you need to pay them 2.9% + $0.30 for every transaction if you use their Basic $29/month package, or 2.5% + $0.30 for each transaction if you use their ‘Shopify’ $79/month package. That might not seem like much to you, but if you have thousands of transactions a month, you’re losing a decent amount of profit to the platform itself! (And that’s before you even have to factor things such as affiliate payments and shipping costs)

With ClickFunnels, you get to keep every single cent that is rightfully yours. 😉

For any eCommerce store owner, no matter whether they have years of experience in the game or are just starting out, that should be enough of a reason to re-consider their decision to jump on the Shopify bandwagon.


A Brief Yet Informative Primer On Sales Funnels

Everybody and their mother in the online marketing world is talking about the revered sales funnel and the significant importance of having one set up for your online business. People will throw all kinds of jargon like “upsell” and “downsell” in your face, and you have absolutely no idea what they are talking about. Are they speaking in an alien language? Fear not, because once you understand how a basic sales funnel works, you’ll really that it’s really easy stuff to understand!


In short, a sales funnel can be defined as a marketing system, process or journey that turns prospects who know nothing about you into interested leads, leads, into customers, and customers into lifetime buyers through a series of steps. These steps are designed to sell various products and services that you are selling, each at varying price points. At each step, you can press a button to either buy a certain product or direct yourself towards the next page in the funnel sequence.

In other words, a sales funnel allows you to automate the process of online selling. And even if you don’t want to sell products, you can still use sales funnels to grow and build your email list! Rather than direct all of your hard-earned traffic towards a static website with vague instructions, you direct them towards a sales funnel that only gives them a single option and makes that option blatantly obvious.


One of the greatest (and most annoying) things about sales funnels is that they literally come in all shapes and sizes. They can be as simple as a two-page funnel, or it can be an elaborate 20-page scheme which also involves integration with a complex email autoresponder sequence. Regardless of how you choose to design and set up your sales funnel, there are certain elements which must be present within each and every step of your funnel.


Your sales funnel needs to be just as easy to read on my smartphone browser as it is on my laptop’s Internet browser. Whether you like it or not, we are living in a world that is becoming increasingly mobile. If any page in your sales funnel takes too long to load, or cannot be easily read by your prospect, you have already lost the battle. People do not have the time or the patience to wait around for your sales funnel pages to load!

Visually appealing

Without question, every single page of your sales funnel needs to be pristine. While it is true that great copywriting plays an important role, a clean design combined with high-quality images and graphics are equally (if not more) important in keeping your prospect’s attention glued to the screen.

An effective combination of emotion and logic

“But wait, isn’t persuasion all about getting people to make an emotional buying decision?” Yes and no. Let me explain… Your sales funnel needs to be LOGICAL in that every purchase within the selling sequence makes sense, whether it’s your freebie or your high-ticket mastermind. Everything has to be related and connected. As an example, if I am selling a blogging product for $7, an appropriate and logical upsell would be a product about improving your blog’s rank on Google through search engine optimization.

However, every single purchase within your sales funnel needs to provide EMOTIONAL security to the buyer – you either solve an emotional pain point, or you provide emotional pleasure. This ties in to the next essential element of high-converting sales funnels…

Pain vs. Pleasure

Tony Robbins popularized the ‘pain vs. pleasure’ concept as the twin motivating forces that guide and drive all forms of human behavior. In some form, they must be present in each step of the sales funnel sequence. PAIN would be used to demonstrate that your product/service solves an emotional pain point. PLEASURE would be used to demonstrate that your product/service provides emotional pleasure to the buyer. See how that ties in with the previous element?

Inject scarcity and urgency

What’s the difference between the two, you might ask?

Good question!

Urgency is when a buyer feels like they need to act quickly and take immediate action. It is important, has everything to do with time (i.e. act RIGHT NOW), and it is a feeling you are in control of. Scarcity, on the other hand, is the feeling that a product or service is going to quickly run out because it is in limited supply. It is often perceived (i.e. it is created), and it can be regulated by the supplier. Without those two elements being used in harmony on the sales copy within each page (and through visual elements like countdown timers), you won’t be able to convince people that it’s worth their while to make an immediate investment into themselves.

NOTE: The fastest way to lose your prospect’s trust and ruin your reputation is to create ‘false’ urgency and scarcity. This is commonly seen when a timer on the top of a page within the sales funnel hit zero, and yet nothing happens. Or, you may claim that you only have 15 copies of a DVD series left despite having 100 in stock.

By being fully transparent and honest about the scarcity and urgency present within your offers, you actually increase your sales in the long-term. Why? When customers try to buy your product after time (or the supply) runs out, and they really see that they can’t physically do anything, it sticks in the back of their mind. “SHOOT! I was such an IDIOT! Why didn’t I invest while I had the chance?! ARGH!” And the next time your product/service within the sales funnel becomes available, they’ll rabidly jump and buy immediately. No way that they’re going to miss out twice in a row!


Let’s look at a really simple sales funnel structure, starting from a valuable item that’s being given away for free to a high-priced item that costs $297.


This is a free item which provides a specific type of value to an ideal prospect by promising the achievement of one specific outcome. As an example, let’s say our freebie was an eBook that contained 100 tested, high-converting copywriting headlines. The sales page for this freebie would be really simple, and you’d have the following things: If you are going to create an opt-in funnel, the key here is simplicity. You need the following things:

  • Attractive logo. If you are giving away a product such as a free digital product, it would be helpful to put the product logo here or a picture of the product itself.
  • Captivating headline. You want to provide the benefit of a benefit. If you sell a fitness product, the benefit is that they lose weight. The benefit of the benefit is that they have increased confidence. Here’s an example: “You’re About To Discover A Fool-Proof, Science Based Method That’s 100% Guaranteed To Melt Away 12 to 23 Pounds Of Fat In Just 21 Days)”. The key here is to get them to take action. Additionally, make the headline a moderate size so that your mobile users can read it clearly.
  • Call to action. “Simply fill out the form below and get instant access now”. This is asking for information before the affiliate offer or the free bonus that they are going to receive. This gives them direction and implies that the process will be very easy.
  • Two boxes for name and email. “Enter Your First Name” and “Enter Your Email Address” will suffice. Again, we want to give people simple directions.
  • Engaging button. “YES! TEACH ME THE METHOD!” would be a good example.
  • Promise of security. Remind people that this process is 100% secure and that you will never share or sell their email to anybody.

You can use a report, case study, video – whatever works best for you and your specific niche/expertise.

Tripwire / Direct Offer

There are differing names for this step of the sales funnel, but you are basically selling a very low-cost product that complements your freebie (or is related in some fashion). Generally, the price point that most people will use for such an offer is $7. Going back to our copywriting example, a great choice to use for the direct offer would be 1-hour audio interview with an A-list copywriter who talks about the importance of writing great leads (i.e. the introduction of any sales message).

The design in the above example is a little amateur-ish, but in terms of setting up all the persuasive elements of the tripwire stage in a sales funnel, they’re killing it!

NOTE: In every step following the initial page, you always want to acknowledge their previous purchase.This allows them to follow along in the sequence and see how each consequent offer is related to their first purchase. Sometimes, having an ‘order progress’ bar that visually shows buyers how far they are into the funnel can help boost conversions.


Generally priced anywhere from $17-37 (sometimes $27), you want to up the ante. You want to help somebody do something better and/or faster, or stack a bunch of bonuses that they literally cannot get anywhere else.

NOTE: Make sure these bonuses are EXCLUSIVE to your sales funnel only, otherwise you will lose out on the scarcity and urgency that people will experience in deciding whether they should buy them or not.

In the context of copywriting, we could possibly use a small collection of eBooks that achieve a set of targeted outcomes. One could be about market research and learning more about your direct competitors, one could be a quick guide about combining best SEO practices with persuasive copywriting, another one could be an “Everything you need to know about writing killer bullets” report, and so on.


At this point (if not earlier), your prospect – now a customer – is in buying mode. Since they have justified smaller purchases and are this deep into the sales funnel, they are that much more likely to buy more things. In fact, people are TWO times more likely to buy an upsell following their initial purchase.

In this case, we want to continue our logical sequence and keep the products related to one another. However, if upsell is TOO related to the previous product (i.e. yet another copywriting product), you may find yourself with lower conversion rates. For instance, you could offer a more expensive up sell on increasing traffic towards their website, that’s something that would entice them to buy again. It could be a lifetime purchase for a piece of software ($297) or an exclusive membership where they get private coaching on boosting website traffic ($97/month). No point in having amazing copy if nobody can see it!


If your buyer refuses the upsell and wishes to complete their purchase for the entire funnel, sometimes they might be directed towards a downsell. A downsell can be defined as an alternative yet related product which is sold at a far lower price. You want to highlight how you understand that this product is not for everyone, and YET you believe in them and you want to give them one last chance to get their hands on the product while they can. A cool copywriting idea would be a comprehensive sales letter system that ties in all of the previous elements together and shows you how to rapidly publish, edit and test high-converting sales letters for any niche at the one-time price of $49.

The downsell takes advantage of a concept called ‘anchoring’. $49 on its own might seem like a hefty price, but when placed alongside $297 or even $97/month, it’s a bargain worth having! In other words, $49 is a great deal when compared to something far more expensive.

Confirmation / Thank You

Last but most certainly not least, we have the page where we re-confirm all of the products the customer has purchased and direct them to links where they can immediately download their products/services (if it is entirely digital).

Make sure you provide clear instructions on what they should do next, what they can expect to happen and when those things are going to happen. In order to build the trust in a customer that eventually turns them into a lifetime buyer, you cannot leave them hanging!

MODELING (a.k.a. “Funnel Hacking”)

I’d like to finish this article by talking about the importance of modeling when it comes to building and testing out your own sales funnel. This is a game-changing insight shared by ClickFunnels CEO Russell Brunson that you NEED to hear! Tony Robbins is known for saying that the fastest way to learn anything is through modeling. If you wanted to be a more effective leader in the workplace, for example, you would model the thoughts, behaviors and actions of effective leaders around you until you eventually become an effective leader yourself! Russell learned this the hard way, and realized that he would be so much more successful if he used what already worked in the real world.

You find DIRECT competitors (i.e. people selling the SAME product in the SAME market) and you model (NOT COPY) their sales funnel. Quite literally, you dissect the sales funnel piece by piece. You take screenshots of every single phase, going through each and every possible permutation of the sales funnel. You BUY the products, all the upsells and downsells, to see exactly what the structure of the sales funnel is.

Every little immaculate detail you can think of – the pricing strategies, the colors being used, the copywriting techniques being used, the design of all the forms – gets recorded and stored for your own use when creating your sales funnel. Really sit down and try to think about WHY the sales funnel works and what makes it so unique – what is it about the funnel that makes it so compelling to buy the product/service? The big mistake everyone makes is that they try to be a pioneer when they start off, thinking that they are smarter than the tried-and-true methods that have already been proven to work.


Those people know something you don’t, and there’s a good reason why they’re investing multiple millions of dollars into these sales funnels. Leverage what other people have already done and tested. Create your own sales funnel using a fully functional software platform like ClickFunnels and relentlessly reverse-engineer what your competitors are doing. You get to toy around and split test every small detail AFTER you finally have success. Additionally, you may want to use software such as SimilarWeb on your direct competitor’s sales funnel and see where the traffic is coming from. IT will allow you to see the referring sites that took people towards the sales funnel.


Now you know what a sales funnel is, the elements need to make them successful, the basic structure of a funnel, and a mindset shift that allows you to achieve rapid sales funnel success in whatever niche you’re working in. Even with all the right tools and systems in place, you may find the entire process of building out your sales funnel to be slightly awkward and confusing at place. It’s perfectly OK! Think of it like driving a car for the first time – eventually, all those tiny little actions become one smooth and effortless action. As you achieve your very first success with sales funnels, you gain the confidence, knowledge and experienced needed to replicate your success many times over at a faster speed through higher conversions and increased profits!

The best part about the funnels is that you don’t have to include virtually every single element that I talked about earlier. You can choose to leave some of them out or do more of them, depending on what’s appropriate for your niche and what gets you the best results. The sales funnel is the ultimate weapon for online success in the 21st century, but it’s up to you to build them and use them wisely.


How I Hire Good Copywriters, Manage Them, And Fire Bad Copywriters

Anybody who has any kind of interest in setting world records knows about the story of Roger Bannister, the first man in history to break the ‘four-minute mile’. But do you know about the legendary copywriter who became the very first person to break the “1 million dollars in under 24 hours” record? That man’s name is none other than the A-list copywriter Michel Fortin.

He broke that record by writing the sales letter for the launch of John Reese’s “Traffic Secrets” back in 2004, but few people know about the wild story behind it! See, Michel was hired to write the sales letter for what would be one of the largest product launches of all time. He spent an entire month trying to plan, write and perfect the 75-page sales letter.

With just 72 hours left right before the launch date, Reese wrote back and asked him to re-write the entre thing…FROM SCRATCH. Talk about a tight deadline and an incredible amount of pressure, all while being at an important copywriting seminar! Long story short, Michel managed to pull it off and they sold $1,080,496 in just 18 hours.

While the record has been broken several times since that date, and Michel is widely hailed as a copywriting icon for his ground-breaking achievement, the real question isn’t how he wrote it. The wise man will dig deeper and ask what was going on in John’s mind. How did John develop and hone the instinct to KNOW that re-writing the sales letter would be the right choice? Even though John was already a fantastic copywriter and didn’t do the writing himself, what allowed him to know what a high-converting sales letter looks like?

More importantly…how can you be just like John Reese? How can you scout out good copywriters, re-direct them towards making improvements, and fire the bad ones before they end up ruining your business?

I’m certainly no John Reese myself (not yet, at least), but I can definitely share my years of experience in working with tons of copywriters. I’ve had the privilege of working with some truly amazing people who I have kept around – and will continue to work with – for the foreseeable future. I’ve also had to fire a lot of bad apples. It took me a lot of time to find all the early warning signs in people who later turned out to be unreliable, whether through their lack of professionalism or a straight-up inability to produce the results I was looking for.

What I’m about to share with you are just a few golden rules that I keep in the back of my head whenever I am looking for copywriters to hire, or evaluating the copy they sent me. They’ve definitely helped me make better hiring (and copywriting) decisions, and I’m confident that they’ll do the same for you.

Let’s begin!

Is the copywriter a PROFESSIONAL?

Sounds like a rather silly question to ask, but most people underestimate how important this is. I WILL NOT work with a copywriter who cannot do the following:

  • Meet the deadlines that I clearly assign to them, well in advance
  • “Ghost” on me and conveniently go missing when I ask them for updates or need to speak to them (think any period larger than 24 hours)
  • Respond in a negative and defensive way to any constructive criticism

Believe me when I say that I have had to turn down many brilliant copywriters who could not maintain a decent sense of professionalism. They might be amazing at what they do, but it’s a constant hassle to scout down unreliable people. With this criteria alone, you can effectively eliminate a large majority of people. Even when I find somebody who I am confident will deliver the goods, I always try to do a reference check.

For example, when I hired a brand new copywriter on Upwork, the first thing I did was schedule a Skype interview. I want the confidence of knowing that I can see a real live human being behind my screen, and that we get along on a basic level. I also added them on Facebook so that I could have another means of keeping in touch with them.

I went through their friends list and found a mutual contact, somebody who I happened to know very well and whose opinion I respect. I asked them to tell me anything they knew about the copywriter with respect to their writing ability and their decency as a human being. Luckily for him, he passed the test.

Other individuals who I have vetted in the past came up with red flags reported by other people, which in hindsight saved me an unbelievable amount of trouble.

Personal, unbiased (and unforced) testimonials from people who have worked with the copywriter will tell you far more than a well-polished website that does nothing but sell and highlight their skills, credentials and achievements.

Provide SIMPLE and CLEAR instructions

I always go above and beyond in providing my copywriters with instructions that are ridiculously easy to follow. Without fail, almost all of my confusions have always come from unclear instructions and statements, whether from myself or the copywriter. My experience is that high-quality work can be done at a surprisingly fast pace when everybody has the same understanding.

Whenever a copywriter has questions about anything I’ve told them and need extra clarification, I make sure to respond as soon as possible. Communication is ultimately a two-way street in which both parties need to put in the effort to make the relationship work. I’m always willing to do more on my part, but if I see that a copywriter continuously refuses to pull their weight, I start second-thinking my decision to keep them around.

Educate your copywriter on your BUSINESS and your PERFECT PROSPECT

The #1 mistake I see copywriters making is when they try to write copy for a business without having a deep and intimate understanding of the business itself. Before you hire a copywriter to work on any of your upcoming projects, pay them a small fee to personally invest in your business and understand exactly who they are targeting. Don’t hold back – provide them with everything you have. The more information you can provide, the easier their job will be.

I’ve had so many copywriters thank me non-stop for providing an incredible amount of detail. Too often, they’ve struggled to write for clients who provide them with next to nothing and expect copy that works like magic in return.

What is the message that your CUSTOMER WANTS TO HEAR?

You might have a message in your mind that you WANT the customers to hear, and so too does your copywriter. But do your CUSTOMERS want to hear the message? Does it truly resonate with them and solve their deepest fears and insecurities? Does it inspire them to pursue a fantasy that would only be complete if they simply had your product or service?

This is a simple question that is extremely difficult to answer. To tell you the truth, in order to get better at answering that question, it takes a lot of real-world trial and error. When you start off, you’ll have times where you are right on the money and you nail the promotion. Other times, you’ll completely miss the mark and be left wondering why your ad failed to convert and generate sales.

No matter the outcome, you must always engage in some deep self-reflection and ask yourself why your message succeeded or failed. What was your thinking process behind creating the message? Was the message itself focused on one specific outcome, or was the overall theme unclear and scattered in multiple directions? It is only through extensive brainstorming and testing alongside your copywriter that you will find the answer you seek.

Does your message PISS PEOPLE OFF?

This is an amazing tip I took from legendary copywriter Dan Kennedy when he talked about crafting and polishing your marketing message. Too often, people think that the aim of the game is to make as many people happy as they possibly can. WRONG! When you market to everybody, you end up marketing to nobody. If you have a couple hundred cold-blooded killers who will stick to your side no matter what, that is immensely more powerful (for your short-term and long-term profitability) than tens of thousands of people who “kinda” like you. Long story short, if you haven’t offended anybody by lunch time each day, you aren’t trying hard enough. Pissing people off, believe it or not, is the best way to see who wants your products and who doesn’t.

Pay your copywriter FAIRLY and ON TIME for their work

Common sense, sure, but it’s worth repeating. I will always pay generously, and on-time, to copywriters who consistently show up and provide the work. Having provided multiple marketing services myself, I know what it feels like when clients don’t pay me when they promised and delay it for up to weeks at a time. I want each and every person to know that they will ALWAYS get paid when I say they will.


Your word is your bond, both for you and the copywriter. I schedule my deadlines and timelines around what the copywriter tells me, and I expect nothing less than for them to follow through. Emergencies and “life” situations once in a while is one thing, but repeated failure to deliver the work multiple days after a deadline is another thing.


As you can see, my outsourcing process isn’t based on several tiny technical rules that I need to keep on a long checklist. It all boils down to a few fundamental principles that consistently lead to the greatest amount of success in working with copywriters and having the guts to know when things need to be changed. Reading these principles and memorizing them in your head will not be enough for you. You have to APPLY and LIVE these principles out each and every day. That is the only sure-fire way I know towards successfully working with copywriters around the globe.