The "O.S." Quality That Pays Mediocre Copywriters the Big Bucks

copywriting Jul 18, 2022

 I love reading about old-school copywriters like Gary Halbert, Gary Bencivenga, and Eugene Schwartz. 

Not just because their copy was awesome...

...but because they all had a quality most copywriters today lack.

Lacking this quality keeps you stuck at $2,000-$3,000 months. 

It has nothing to do with writing. 

In fact, you can be a mediocre writer...

And still make $10,000/month or more with this.

Savvy business owners love copywriters who possess this quality.

Whenever you show that you have "it," you stand head and deltoids above people who write just copy.

What is this quality?

Being an offer strategist.

As I've said in the past, business owners always place you in a "bucket" when they talk to you. This bucket determines how much they'll pay you.

And if they view you as an offer strategist...

...they instantly put you in the "big bucks" bucket. 


Because great copy can only take a business so far. 

A so-so offer with great copy, will make a few sales

An irresistible offer with mediocre copy, will make more sales.

But an irresistible offer with great copy will add one or two zeroes to your client's monthly revenue...and they'll handsomely reward you.

Want more proof?

Here’s something I wrote a while back:

At the Utah mastermind at Mike Geary’s place, there were about 20 different business owners. The #1 thing they talked about (other than mushrooms)? Offers. That’s the number 1 thing that determines how much money your business does. What’s the right offer? How do I make an offer better? How do I make it absolutely irresistible?

Having said that…

How can you make an offer irresistible? 

Lots of ways to skin the poor feline, here are a few ideas:

  • Test different prices - There are times when a higher price might convert the same or higher than a lower price (although rare) But you won't know until you test. And, your client’s strategy and goals should dictate pricing (more about that later) 
  • If you offer a digital version of a product, also add a physical one - Some people want the physical version and you're missing out on those extra sales
  • Offer basic/deluxe or gold/platinum/diamond pricing levels - Most times this is free money for your client. Just make sure the packages are easy to understand
  • Restate your big benefit in the guarantee - Example from PaleoHacks: You have a full 60 days to try the recipes in Diabetes-Friendly Desserts. And if you’re not jumping with joy over a slimmer belly… Healthier blood sugar levels… How melt-in-your-mouth and delicious every recipe is… And how much more productive you are with your new energy… Then you won’t pay a dime. We’ll refund your shipping and handling free… and you can keep the recipe book, and the bonuses as a “thank you” for trying.
  • If the offer is too good to be true, give a good "reason why" - Explain why you're making such a good deal. And, please, keep it real. As the great ad man David Ogilvy once said, "the customer is not a moron, she's your wife"
  • Give valuable bonuses - When I say valuable, I mean it. Don't offer archaic PLR (Private Label Rights) material because they'll lower conversions. Give bonuses so darned good they're worth the price of admission alone
  • Test payment plans or even $1 trials - This will depend on your client's overall strategy. But if they want to build a buyers list, this approach can explode sales. Please, please, PLEASE though ensure the numbers make sense. The last thing your client wants is to go bankrupt because 30% or more of the buyers paid only once 

The list can go on and on. 

But hopefully I gave you enough whole food for thought, my dear Top Gun.

Being an offer strategist and advising clients was the game-changer that catapulted my income.

It's a topic near and dear to my heart.

So I'll definitely talk in more detail about it in the future.

In the meantime, if you'd like help with your copywriting career?

Take a peek at my “Zero to $5K” coaching program. 

Right now it's closed since we focus on helping current students crush it.

But we'll soon open.

So if you’d like to get notified when we do? 

>>> Click here to add your name to the waitlist

- Ning



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