From
copyhour.com
Email Address
derek@copyhour.com
Sent On
Mon, Sep 19, 2022 05:09 PM
Email Preheader Text
Hey {NAME} -- Not too long ago I was on a call with Ian Stanley and he said something like, "Derek i
HTML
Hey {NAME} -- Not too long ago I was on a call with Ian Stanley and he said something like, "Derek is the nicest guy I know." I laughed and said, "Yeah, I've been working on that." "What? You're trying to be more of an asshole?" he asked. Well, kind of. Let me explain. I'm terrible at talking trash... and I feel like I'm missing out on the fun of it by being too nice. My sarcastic banter game has always been mis-calibrated. Either I go too far and feel like I over-stepped... or I get offended but know I shouldn't be. So, I've been trying to identify why I'm so bad at this very common activity (talking trash) that ALL of my male friends take part in. As with most things in life, it comes back to my parents. (I'm sorry to pick on you mom and dad). Both my dad and mom get easily offended. They're nice people... but too nice sometimes. It's where I get it. Anyway, if you're going to talk good trash, you have to unapologetically pick a side and stay there. Cherry-pick data. Use personal attacks. Use straw man arguments if need to. And never, ever, back down from your side and admit that there's a gray area. This is the only successful way to talk trash. I've written about "gray areas" before in marketing and copywriting. As a copywriter, one thing you'll discover is that it "pays" to take a side. Take a stance. Eliminate grey area for people. "It works for everyone no matter x,y,z." This is how trash talking works as well. For example, talking trash on the golf course you could take the mentality of:  "I'm a great golfer. Doesn't matter if I missed that putt, shanked it, hit that house etc. You're only as good as your last putt (or hole, or round of golf)". Just pick the exact activity that fits your narrative and never let go.  So at this point, you're probably thinking this is a weird email. Why is Derek teaching me how to talk trash? 1. I think it's kind of interesting and talking trash is a fun and useful social skill to have. 2. This never-back-down, there's no gray-area attitude is a great way to spot if someone is trying to sell you something... and trying a little too hard. It's a great way to identify if what they're selling is probably too good to be true. If the product works for everyone, no matter what... that's too good to be true. If the supplement instantly takes away all of your joint pain... that's too good to be true. I think a major job of marketers and copywriters is to 1) start embracing the gray area or 2) trying to shrink it by segmenting our audiences. Because the more narrow you make your lists, the easier it is to say someone, "this will work for you." The narrower your audience, the more customized and prescriptive advice can be.
Cheers! - Derek +++++ CopyHour will 100% help you how to learn copywriting no doubt in my mind: Sent to: {EMAIL} [Unsubscribe]( CopyHour.com, 340 S LEMON AVE, 5007, WALNUT, CA 91789
EDM Keywords (78)
written
works
working
work
well
trying
true
think
things
terrible
take
stepped
stay
spot
sorry
something
someone
side
shrink
selling
sell
segmenting
round
probably
point
pick
people
pays
parents
nice
need
narrower
narrow
narrative
mom
missing
missed
mentality
matter
marketing
marketers
make
little
lists
life
let
laughed
know
kind
interesting
identify
hole
hit
hard
good
golf
going
go
get
fun
fits
far
explain
everyone
easier
doubt
discover
dad
customized
copywriting
copywriters
call
bad
audiences
audience
asshole
anyway
always
admit