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☕ Friday Copy Over Coffee | CopyHour ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌  FRIDAY COPY OVER COFFEE ☕ with Derek Johanson Hey {NAME} -- Welcome back to the Friday Copy Over Coffee newsletter with Derek Johanson. BIG CHANGES COMING TO COPYHOUR MID-OCTOBER You might have noticed a bit of a slow down in CopyHour promotional emails recently (really, this past year has been slower than normal). There is a (good) reason. I apologize in advance for teasing... I can't share exact details quite yet... but know that I'm working on a partnership that is going to make CopyHour and all my associated products much, much bigger and better. If all goes smoothly, the winter '22 relaunch of CopyHour in mid-October will be when all the improvements take place. Again, nothing much changes except things getting better. Now, with 5 paragraphs of pure-nothing-but-teasing out of the way, let me a share an email I wrote about handwriting and "drama research" last year. DRAMA RESEARCH Occasionally... occasionally... I'll seek out some drama. I get my fix by heading over to a big forum or copywriting Facebook group and checking out what people are saying about "CopyHour". This is a worthless activity. In fact, I don't think you should read really any comments made on social media. Talk to friends, colleagues, and directly with customers ONLY... this is the way. But as I said, sometimes I'll go do some "drama research". The comments from folks who have never taken the course amuse me. It's probably my fault (because isn't it always!?) but outsiders seem to believe that I teach nothing but "hand copy and grow rich". I'll be the first to admit that hand copying is weird. I've spent a good part of the past decade trying to figure out why it's such a helpful exercise (for some, not all, and for some in certain situations, not every copywriter in every stage of their career). This search for answers on "why hand copying" has led me down interesting paths and to interesting people. I've discovered weird connections in my life. For example, my uncle is a highly specialized hand doctor -- apparently he's one of the best in the entire country. Anyway, I was listening to an interview with astrophysicist Neil deGrasse Tyson the other day and he made some comments that struck me. - "Creativity is when you SEE what everyone else SEES, but you THINK what no one else has THOUGHT." - "But if you expose yourself to enough, you see more that what other people see." - "And when you see more, you have the capacity to make connections that might not have previously been imagined." Now, the only real science we have on hand copying is related to memory and language learning. I've always thought that one major benefit of hand copying is being able to make connections quickly when writing (without having to pull up notes and research). You can recall "sales language" phrasing on the fly. And you can better remember a "big idea" from one promotion you've studied and apply it yours. Hand copying, in a way, forces you to slow down and SEE what other copywriters are not seeing. And CopyHour exposes you to more -- new, high-converting ads and sales pages. Even though it's seen as a completely mundane activity... hand copying unleashes creativity in the way Neil is describing. "You think what no one else has thought." Here's where I get a little woo-woo for sure: When you are hand copying, I believe that you're firing similar neurons as the copywriter who wrote the piece. There's actually science on this -- they're called motor neurons. The other copywriters out there are just reading -- which doesn't fire the same neurons. I think hand copying can help get you close to thinking in the same way as the copywriter who wrote the piece. In short, by slowing down and studying more closely, you're seeing more than others are seeing - which includes the fact that you're probably thinking more closely to what the writer was thinking when they wrote the sales message. And armed with that vision, you'll probably THINK what not many others are thinking. Thus, you'll make more connections than other writers... you'll be more creative. Maybe. :-) Have a good weekend! Derek "Dramatic Tease" Johanson.  💵 TODAY'S NEWSLETTER IS BROUGHT TO YOU BY DAILY EMAIL INCOME.  How to write 5x promotional emails per week (to non-copywriting lists like this one). [An email copywriting course.](   ☕ HOW TO MAKE COFFEE FOR COPYWRITING - Support your local roasters by buying a bag 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. [Facebook](  [Twitter](  [Youtube]( Sent to: {EMAIL} [Unsubscribe]( CopyHour.com, 340 S LEMON AVE, 5007, WALNUT, CA 91789, USA