Disrupting the copywriting guru hype machine

Got this note (unsolicited) from top business coach and client Matt Morse in response to a recent ‘copy critique’ I did for him:

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“I recently attended a 3-day ‘copywriting workshop’ with one of the industry leading copywriters… not long after, I had Conor do one of his signature 30-minute copywriting evaluations for one of our clients and I can tell you with absolute certainty that I received more than 10X the amount of value from Conor’s 30-minute video than I did from 3 full days at the copywriting workshop.”

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Here’s why I believe this is NOT an exaggeration.

First, I’ve sat in seminar rooms like this one that were all sizzle and no steak….

And ridden these gurus’ high-priced hype-train to nowhere.

Second, about ten years back I hired a copywriter/web conversions expert to critique my website.  Unless I’m mistaken, I paid him all of $275USD.  And it was honestly some of the best marketing training I’ve ever received.

Many of its lessons have stuck with me ever since.

One theory I have is this sort of critique is not mere theory.  This is someone picking apart and breaking down the specifics of your ad or offer (even your layout and other visual aspects, all things I cover as well), showing you how it can be better, and providing a detailed explanation for why.  In that sense, it’s more concrete and relevant – and thus easier to apply and remember.

Word to the wise:

This is not always true of course, but most courses or products that deign to promise you can walk in with the proverbial “blank page” and walk out with…

*A business

*A product you can sell

*A sales letter

*An email campaign

*A sales presentation

*Etc.

…Ignore the fact that there is a process to any of the above that usually involves more than a day, a weekend, a few fill-in-the-blanks templates, and goes beyond the limits of a group format.

You may not know this but I’m somewhat of a guru-whisperer.

I’m even able to interpret their mysterious speak.

What they really mean when they promise such things is “you’ll have even more work to do on Monday and will most likely STILL be confused about what to do”.

Alright, that’s enough fun for one day.

My decidedly un-hyped offer:

If you’d like me to perform one of my signature Instant Copy Upgrade reviews on your sales letter, website, or email campaign, let us begin the journey by booking your “no fuss” Free Brainstorm Call here:

http://www.calendly.com/conorkel/emailincome

You’ll be getting very specific, very detailed secrets I’ve used to help clients like Matt as much as double their web conversions.

Two things:

1. I make no guarantees about this.

I know my stuff.  You’ll see.  But much of this has to do with the dynamics of your market and your offer, none of which is within my control.

AND

2. If you don’t currently have a list…or buyers…or leads coming in…you’ll learn a lot, but it probably won’t help you much in the short term.  The best candidate for this is someone who is already doing marketing, getting traffic of some kind, and has at least some sales.

With that I bid you…

Forsake the guru hype-train.

Ride The Musclemobile instead.

See you on board.

Happy Discerning,

Conor Kelly

a.k.a. The Muscle

Drink thee of this profitable smoothie

“The more you read, the more you will know.  The more you learn, the more places you’ll go.” — Dr. Seuss

I hate to burst your bubble…

But for anyone who thinks losing weight is hard, gaining weight is much harder.

(That’s if you’re trying to add the right kind of weight.)

I don’t care what anybody says, force feeding yourself copious quantities of plain chicken breast and rice seven times a day…sucks.   Back in my strongman days it got to the point where I almost couldn’t stand the sight of food.

I went to all kinds of extremes.

Eating by the clock.

(Instead of when hungry – which I almost never was.)

Calculating calories.  (Not counting; this was before My Fitness Pal and other smart phone apps that make tracking your cals a cinch nowadays…back then I literally used an almanac and a calculator).

Taking digestive enzymes.

Drinking flax seed oil.

I could go on.

As a trainer I’ve also had many clients whose goal was to build muscle.  One point I’d consistently drive home is you have to put in the building blocks.  Your body doesn’t synthesize muscle out of thin air.  Protein and calories are the raw materials it needs.  That’s why you’ve got to have a caloric surplus.

What’s this all have to do with you?

Writing, producing content, copywriting, and finding marketing hooks is the same.  You need an idea surplus.  You’ve got to regularly feed your brain plenty of building blocks from which those are created.

How do you do that?

By reading.  A lot.

I try to make it a point to read at least two hours per day.

If I’m being honest, it usually ends up being closer to one hour.  What do I read?  Primarily, anything having to do with marketing, copywriting, or persuasion.  But I also “supplement” with a variety of subjects from magazine articles (I love The Economist), history books, books on science, biographies, and literature and fiction too.

What this does is give me a vast pool of data, facts, stories and ideas to pull from when in a creative mode.  All these healthy ingredients go into the blender of my subconscious and emerge as a green smoothie of knowledge.  I use this to connect two or more ideas in ways that form “hooks” useful in teaching, influencing, and selling (as I’ve done with the calorie surplus thing here).

What I’ve discovered:

I have two main types of readers.

The first type is interested in getting better at doing email, copywriting, etc. so they can do it themselves.  If that’s you, I just handed you what has been a BIG ingredient in my success (and the success of many others) on a vibranium-plated platter.

The second type is grinning, rubbing their hands together…

…And simply biding their time until they get me to do all this shebang for them.

If you’re the second type, and doing that volume of reading sounds both prohibitive and unappealing – never fear.

I attack such tasks with fanatical zeal so you don’t have to.

Get your vitamin boost and request your Free Brainstorm Call here:

http://calendly.com/conorkel/emailincome

And if not…

Happy Reading,

Conor Kelly