The answer is almost always... More!

Friday Copy Over Coffee Friday Copy Over Coffee ☕ "More coffee please" - Derek Johanson Dear subscriber, Recently I've been stressing out a bit on business growth? And whenever I'm stressed, I always try to come back to basic principles (of course, it usually takes me too long to remember this advice). Jay Abraham says there are ONLY 3 ways to grow a business: 1. Increase number of customers. 2. Increase the transaction size. 3. Increase the purchasing frequency. What do you notice? MORE. You need MORE of one or all of them. Almost every business growth problem can be solved by adding more of something. Here's a typical problem that you'll experience navigating business and copywriting worlds. Almost all and successful folks begin their careers by doing a lot. They do more in order to find something that works. They focus on quantity. Then... they plateau... and realize that a focus on quality is what's going to take them to the next level. The problem happens when they then turn around and give this advice (10%-er advice) to beginners (who aren't 90% of the way there). The beginner hears that they must focus on doing less and saying "no". Less is more. But the beginning of something is about more. The next phase after beginner, is about less. So here's a good way to think: Just getting started in an endeavor? Do more. Try new angles, and more angles. Get more leads. Hell, get bad leads if you have to. If you plateau, stop. Do less. This reminds me of that scene with Paul Rudd from Forgetting Sarah Marshall. Have a great weekend! Bad Ad Let's do a "bad ad" today. XXiousa.com is running this banner ad on golf.com. There are a lot of instructive issues here. First up, I have no clue what brand this is. I've never heard of XX10 clubs. To me, in this banner, they look like a cheap knock-off club that I'd never buy. But when you browse the website, their clubs are consistently more expensive than big brands. "Experience the difference" does build some curiosity -- which is important in banner advertising. However, this type of phrasing is exactly how big brands introduce their new clubs. There's a disconnect. What XX10 could do instead is mention some of the qualities that make them different and more expensive than the other brands. For example, when I look at their website, I see that they talk about being the best "moderate swing speed" golf equipment. They are lighter than normal clubs. Meaning, they're good for the average golfer (not professional). Put that stuff in the ad. Even saying something like this: "Like swinging a feather" or "Lightest Golf Clubs Ever" would do wonders for building curiosity, and generating a click. When you’re not the big brand, you shouldn't advertise like the big brand. It's going to take more than "experience the difference" to get me to click if I'm already a Callaway (huge brand) guy. I use [Adbeat]( or [SEMrush]( to find ads and do competitive research. How to Make Great Tasting Pandemic Coffee - Support your local roasters by buying a good bag of beans with a roast date on it. General advice that's not a rule: coffee typically tastes better if consumed within 5-10 days of its roast date. - Buy a grinder and grind the beans yourself right before you brew a cup. It only takes a few seconds. - Brew your coffee with a Chemex or Aeropress. Kuerig's suck at making coffee and they suck for the environment. - Water matters: You're not going to believe me until you try it - good filtered water will make your coffee taste better (and it might save your life). - Temperature matters too. I brew most cups at ~183 degrees. I use Ovalware's Pour Over Kettle. - Derek Johanson Sent to: {EMAIL} [Unsubscribe]( CopyHour.com, 340 S LEMON AVE, 5007, WALNUT, CA 91789, USA