Lukas Resheske: Discovery, insights and memes

We're 24 hours away from the end of the sale on [this epic copywriting bundle](~/AASl5QA~/RgRjhtzrP0SEaHR0cHM6Ly9yb2JhbGxlbjAwMS0tZHJvcGRlYWRjb3B5LnRocml2ZWNhcnQuY29tL2JmMjAyMS8_X2t4PUw0VmpMVktOSlQ1UWQzTkEtMkVRSnR6R242VlA5WnVxZE5mZGtfWkJZNjg3SEhZaHlfRU9JOXp5bDkxc01qbEYuVmFuQVdOVwNzcGNCCmGO61ekYaxnSDxSG3RyaXN0cmFtYmFsZHdpbjkxQGdtYWlsLmNvbVgEAAFr0Q~~). Where you can get 16 courses from marketing titans (for less than the price that many of these courses sell for individually). By now, you've probably already heard me talk about the courses and bonuses I'm contributing to the package. It's like, "🙄🙄 We get it Rob. In the bundle, we can get your Klaviyo training for less than what it costs, plus your Paid to Pitch training as a free bonus, plus, 15 other trainings for essentially free." Hey! Easy on the eye-roll emojis :) But seriously, you know me. I like to keep things fresh and interesting. So I wanted to switch things up to close this thing. Instead of talking more about what you get, I wanted to tell you about my experience with some of the other copywriters in this bundle. Because many of them played a BIG role in my copywriting journey. And I'd love for you to be able to learn from them, as well yours truly. So in the next few emails, I'm going to share how I discovered these copywriters, some of the key lessons I learned from them, and MEMES to commemorate their work. Sound fun? Let's dive in! Up first... Lukas Resheske! How I Found His Work... Lukas saved a $200k+ client for me... and probably doesn't even know it. Back in 2017, I turned in my first every promo to an Agora affiliate. And I was dang proud of the copy I turned in. But hours after I sent it out, I started getting back-to-back-to-back email notifications. "[So and so] added comments to the following document:" If you're a copywriter, you know this is the kind of notification you don't want. One that can make you feel a little like this... After a few dozen of them, I started to panic. And then to add fear to my blood, I got a call from my Copy Chief. He spoke: "Rob, I wanna be real clear about something. I just tore your piece to shreds." I swallowed. Hard. Was this me ... being fired? He continued, "But you're a good writer. For real, there's some good stuff in the piece you turned in. But..." There's always a "but" to a sentence like this... He continued... "But what we gotta work on in your Big Ideas. Because any monkey can write something well. Or good. Which is it? Wait, don't answer that." I stayed quiet. "We're not looking for pretty writing. We're looking for those real stand out ideas. You catch my drift?" He then went on to explain the role that selecting a great marketing idea played in the copy he wanted to launch. He shared how two promotions could go up with very similar copy and the better idea would win by a factor of 100 or 1,000 to 1. He then gave me a list of books to read on the topic. And then right before he hung up the call he said, "Oh yeah, and make sure you check out this guy, Luchas Rajjetski's, training on it. Best there is. It's free on YouTube. Watch it today. Make some edits. Turn in your second draft tomorrow. Okay, gotta go." And then he hung up. I was taking notes frantically, but I really wished he stayed on the line one more minute. Because between his thick Boston accent and the number of syllables in that name, I knew I'd gotten something wrong. I wrote it down like it sounded to me: "LUKE-HAS RAJ-JET-SKI" I know spelling and knew something was off about the way I'd captured it. So I fired off a quick email to him, thanking him for the call and asking if he could link me to the training from "Luke-has" he mentioned on the call. Because I needed it to make those edits to my piece. And quick! While I waited on him write back, I took to googling for the name I'd written myself. And as you might have guess, there were literally zero results for a "LUKE-HAS RAJ-JET-SKI." Uh oh. Here was this guy who apparently had the exact training I needed to get my second draft done... And I couldn't find it! Because, of all things, I can't spell this guys name! But time was ticking to make my edits. And my Copy Chief was being super slow to get back to me. So I started searching every variation of "Luke-has copywriter" and "copywriter named Lucas" and "Lucas copywriter big ideas" ... Until finally, I put in a magical combination that showed me a result that looked NOTHING like the name I was typing in but seemed be the guy. It was titled... "Lukas Resheske's Big Ideas Training" I clicked it and either: (1) This was definitely it or... (2) It was the most crazy coincidence in the world. Because it covered the core challenge my promo copy was facing -- positioning my idea as new and novel in a very saturated market. And let me tell you - the training from Lukas delivered. It actually completely reshaped the way I approached that promotion. And get the second draft approved much faster. And it ultimately played a big role in the $5m+ that the promo eventually generated. That video continues to something I recommend I recommend people watch when struggling to come up with ideas that stand out. Because when it comes to writing copy, I've yet to find anything that compares to its depth and step-by-step approach to how to think about positioning and markets. So that's how I first found Lukas. Now let's talk some of the core insights I've learned from him... > One my favorite things about Lukas is that he's one of the few people who knows the power of email at scale. Because unlike some people who've written for brands with tens of thousands or hundreds of thousands of subscribers, he's worked with behemoth-sized brands with email list of MILLIONS of people. Which gives him a rare perspective on the power of adjusting just a few tiny things to create insane results via email. When I was working with Dr. Axe, we had an email list over over 1.3 million people. And just by writing a subject line with a 10% better open rate, we might make an extra $20-30K in a day. Multiply that gain over the course of a year and you have an increase in revenue due to split tests that's bigger than most people's businesses. And the good news is don't have to be writing to a big list to apply these lessons. That can make meaningful differences for email list of all sizes. They just become much more apparent and statistically significant with bigger list.. And Lukas is one of the rare email copywriters who operates at this scale and knowledge level. And he's even rarer in that he's generous with sharing all the little wins he gets with his readers and students. > Another "less tactical" but still powerful thing I learned from him is how to design your work around your life ... instead of the other way around. When I spoke to Lukas at my Freelance Copywriting summit earlier this year, he told me, "I have my 3 clients, that that take me about an 2 or 3 per day, that I write for and then my education students. And that's it. And I make a very healthy living ... without pushing myself to the limits and working all the time." I love this perspective. Especially for copywriters. Because there's a tendency to think that you have to always be writing to be earning more. I've heard stories of some writers that spend 12-16 hours per day typing the whole time to try and earn more! But you only have to do that without one word (which Lukas is very good at): LEVERAGE. If you can get very good at selecting the type of clients you want to work with and offering them a service they value a lot, you can command premium price... without it being tied to your time. And when you get paid for results instead of time, that's when the real magic of copywriting takes hold. And Lukas is one of the best in the business at showing copywriters how to do that... because he lives it himself. Btw that's actually one of core focuses of his New Email Masters Program, which normally sells for $2,000. But is [included in this bundle](~/AASl5QA~/RgRjhtzrP0SEaHR0cHM6Ly9yb2JhbGxlbjAwMS0tZHJvcGRlYWRjb3B5LnRocml2ZWNhcnQuY29tL2JmMjAyMS8_X2t4PUw0VmpMVktOSlQ1UWQzTkEtMkVRSnR6R242VlA5WnVxZE5mZGtfWkJZNjg3SEhZaHlfRU9JOXp5bDkxc01qbEYuVmFuQVdOVwNzcGNCCmGO61ekYaxnSDxSG3RyaXN0cmFtYmFsZHdpbjkxQGdtYWlsLmNvbVgEAAFr0Q~~) for a fraction of the price. So that's insights I've taken away. Now here's a meme to (have a little fun and) commemorate Lukas's work. Meme time... LOL. Hope you enjoyed this one. If you want to learn from Lukas, myself and 14 other pros, make sure you [don't forget this link](~/AASl5QA~/RgRjhtzrP0SEaHR0cHM6Ly9yb2JhbGxlbjAwMS0tZHJvcGRlYWRjb3B5LnRocml2ZWNhcnQuY29tL2JmMjAyMS8_X2t4PUw0VmpMVktOSlQ1UWQzTkEtMkVRSnR6R242VlA5WnVxZE5mZGtfWkJZNjg3SEhZaHlfRU9JOXp5bDkxc01qbEYuVmFuQVdOVwNzcGNCCmGO61ekYaxnSDxSG3RyaXN0cmFtYmFsZHdpbjkxQGdtYWlsLmNvbVgEAAFr0Q~~). The deal expires tomorrow at midnight. And I've heard the only way to get an exception is to spell every copywriter in the bundle's name correctly ... including their middle names... Which is impossible because you still don't know mine ;) Rob "Sorry can't make an exception ... even for the deadline" Allen Are we connected on Twitter? 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