This will land you in jail but make you rich

Something I’ve noticed over and over again when reviewing copy from beginners.

Is that EVERYTHING is WEAK.

You can taste the copy, like diluted milk.

The headlines are weak.

The lead is weak.

The story is weak.

The offer is weak.

And the close is weak.

All of this comes down to ONE thing these beginners don’t understand.

And that is MAKING CLAIMS.

1. Make claims so big they will land you in jail.

2. Then tone it down for compliance AFTERWARDS.

You can always cut clothes so they fit better.

But it is very hard to add cloth.

So start with the EXTREME, then tone it down.

Not the reverse.

Here’s an example:

This is a lead written by Eugene Schwartz.

Bless him, great copywriter, but this woulda get banned IMMEDIATELY on today’s ad platforms and probably landed him in jail.

Every lead, story, bullet and close.

Do you know what they have in common?

Everything is DRIPPED in wild claims.

And he’s considered one of the all time greats.

Pulled BOAT LOADS of cash.

All because he made WILD claims.

So stop writing weak ass ads, headlines and watered down milk.

Go wild, go hard, move mad. THEN tone it down.

To Your Success,

Z