4 PATHS TO

COPYWRITING
RICHES PRIMER
 What copywriter do you want
to be?

Do you wanna be a highly paid copywriter...

...but you HATE prospecting, negotiating deals, and talking to clients?

Or maybe dislike marketing or talking about yourself?

Or feel anxiety when you're working with more than 3 clients?

I'm here to tell you...

That's fine. :)

Contrary to popular belief, there are $50K/month copywriters who like to be left alone.

They only talk to prospects who already know, like, and trust them.

They don't market themselves. Their clients, friends, and network do it for them.

They only work with 2-3 clients per year and they lock YEARLY retainer deals.

One copywriter I follow routinely closes $150,000 per year contracts. So it is possible.

But to achieve this, you need to be deadly proficient as a copywriter.

You must be aligned with the CEO's values, ethics, and principles.

Most importantly, your copy must generate results, conversions, and sales.

To be honest, I have no idea how to get there...yet.

I have no idea how skilled you are, how much time you can commit, and what your goals look

like.

But...
I can tell you how to get there.

You see...

As a copywriter, you actually have 3 paths you can choose.

You can either be...

1. An in-house copywriter, where you have a boss. You get a stable income. You also

don't need to look for prospects or clients.

2. A solo freelancer, where you start your own business. You negotiate and close the

deals. Your income depends on your effort and skills.

3. An agency owner, where you're the boss and people are working for you. You

negotiate and close the deals, but you won't have to write anything.

Your income depends on how well you mapped out your processes, systems, and SOPs.

Each has their pros and cons.

For example, as an in-house copywriter, you have stability. But your time and income has a

ceiling.

As a freelancer, you don't have stability. But you control your working hours and your income.

As an agency owner, nothing is stable. Your income depends on your business model and

structure. But the income and time freedom ceiling is higher!

PLUS, you get to attract bigger deals since CEOs and Founders want "done-for-you" types of

deals.

Since you have the manpower, you can definitely deliver.

I've gone through all 3 phases.

I was an in-house copywriter for 2 years.

I became a solo-freelancer for almost 2 years.

I started an agency in the 3rd quarter this year.

Oh, and there's another route --- starting your own business.

Since you're helping clients create offers, map their content, and sell their products...

Why not do it for yourself, right?

By the way, I also did this. haha.

But the risk is high if you have no idea how to convert strangers into buyers, don't know how
to create irresistible offers and design a profitable business model.

If you're completely new, don't do this. Learn the trade first by working under successful
entrepreneurs, founders, and CEOs.
So, let me ask you.

Out of the 3-4 paths, which one would you take right now?

1. In-house copywriter
2. Solo freelancer
3. Agency owner
4. Offer owner?

If you ask me?

If you're just starting out, choose 1 or 2. With 1, you have a safety net. With 2, you'll grow
faster.

If you're a solid writer but hate prospecting, choose 1. Stay for 6 months to a year and then
choose 2.
If you have a sales background, choose 2 or 3. You'll make a lot of money using your sales
skills alone.

If you already have multiple wins under your belt, go with 3 or 4.

At the end of the day, choose what best fits for you right now. Also choose what's best for
your personality and long-term goals.

So... Out of 4, which would you choose?

Let me know by leaving a comment. :)

To Writing Better Copy,

Miguel Campaner
 Optimizing your copywriter
path

So, I told you about the 4 paths you can choose to become a 6-figure copywriter.

Path #1: In-house copywriter

Path #2: Solo freelancer

Path #3: Agency owner

Path #4: Offer owner

I also asked you which path you think suits you best.

I also asked this in one of my emails.

I was surprised with the replies.

There was no clear favorite. I actually tallied the replies. And it was evenly distributed.

Almost like 31% wanted to choose Path #1. 32% wanted to choose Path #2. 33%
wanted to choose Path #3. And then 4% wanted to become offer owners (really few).
This only means there are different levels of copywriters receiving these series.

There are newbies, experienced copywriters who want to level-up, and even biz owners
who want to learn copy to grow their sales.

That's why I decided to break down each path a little bit more.

In the next few days, you'll receive a few more lessons on how to start as an in-house
copywriter, solo freelancer, or agency owner.

This is completely free.

I won't ask you to pay for anything.

But what I will ask you to share your thoughts in the comment section. :)

Throughout this series, I'm going to ask you a few questions.

You can also ask me questions, react to this, and even give your opinions.

Totally fine with me. :)

Will I read them all?

Definitely!

That's part of my daily routine.

In fact, I still re-read some replies I've already read. hahaha.

Will I reply?

Depends on what you send. I replied to a few long messages before.

As long as the content is clear and has substance, I will reply.

Here's what you can expect in the next few series:

1. Each lesson will focus on one path. You'll discover the ins-and-outs of that
specific path. At the end, you'll know whether if it's for you or not.

2. If you have any questions while reading the lesson, list them down and then ask
by dropping it in the comment section.

Alright?

Great.

Oh, and before I forget, this bundle includes

The lesson- "How to Write Pre-Frame Emails."

If you'd like to write better emails faster, check it out. :)

To Writing Better Copy,

Miguel Campaner
 Why become an in-house
copywriter?
If you'd like to become an in-house copywriter, this lesson is for you. :)

For those who aren't familiar with this term...

In-house copywriters only work for one client.

If you choose this path, you'll either work for agencies, online businesses, or "guru-
type" entrepreneurs & join their team.

You won't have the freedom to get clients.

Your income is fixed, no matter how hard you work.

You also don't get to pick when to work and who to write for. You do what the boss
says.
Period.

Now...

You're probably thinking...

"That's a bummer"

Or

"Who would possibly want to work like that?"

Or

"That just sounds like another job!"

...which it is!

This is another job. You're a remote employee working on your laptop.

You don't own your hours. You can't pick when to work, where to work, or who to
work with.

But, this isn't all bad. This type of "restricting" work has birthed some of the best
copywriters.

Like Eugene Schwartz, John Carlton and Stefan Georgi to name a few.

How?

Well, because when you work for only one company --- may it be an agency, online
business, or entrepreneur --- you'll get the following:

1. Training

That's why this is PERFECT for beginners or intermediate copywriters.

You'll have more senior copywriters who will guide you.

There will also be times where the owner will give you access to free training worth
$1,000 or more.

If you've proven you're worth the investment, they'll even sponsor your trips to
copywriting and digital marketing conferences.
 2. Safety Net

Aside from the financial safety net, you'll also get to experiment...a lot!

Once you've proven you're good, can meet deadlines, and surpass standards...

...they will give you various opportunities to test new ideas, tryout new funnel copy,
and even have you handle new responsibilities that's outside your wheelhouse.

For example, your primary job is writing emails. If you won their trust, you can start
writing FB ad copy or advertorials.

Since you're testing, they understand the ads might not make money. And that's
fine. They will take the risk.

3. Data

In 2020 and beyond, data is king.

Since the agency is still standing, they have data on all of their past projects.

This means, they know what works, what doesn't work, when to apply specific
strategies, and so much more.

Now imagine knowing ALL of their secrets, benchmarks, and methods.

For example...

You know what subject line to write to get the most amount of opens in the dating
niche.

Or...

You know what type of ad creatives work in hobby niches like golf, fishing, or biking.

Or...

You know what EXACTLY to do to write a high-converting sales letter in 4 days or

less.

Wouldn't that make you an asset to any business you'll work with?

By the way, that's how Stefan Georgi invented the RMBC method. He had a crazy
quota. If my memory serves me right, he had to write 20-30 sales letters per month.

That's almost one sales letter per day.

Since he was only working for one client, he knew exactly what worked in that
audience.

He was able to test, experiment, and eventually develop a sales letter writing
method that generates millions.

4. Qualified Feedback

This is probably one of the most important.

As an in-house copywriter, you get feedback in many ways.

First, from the copy chief --- which is a senior copywriter or the owner.

Second, the market you're targeting.

You know exactly whether your copy resonates, makes money, or falls flat.

Since you have two feedback loops, you get better almost twice as fast.
 5. Business Know-how

This is the "underrated" part of working for one client.

If you rise through the ranks, you'll eventually see how the business works from a
30,000 feet overview.

You know which parts are crucial, what departments to look after, and what tasks to
prioritize day-to-day.

PLUS, you get to ask questions from senior copywriters -- or even the owner -- on
how it all works.

By the way, this assumes you're working with the RIGHT client, you'll stick by them
for at least a year, and you're constantly improving day after day.

If those 3 aren't met, you probably won't get to experience all five.

So...

The question now becomes...

"How do I find good in-house copywriting opportunities?"

Well, that's a different topic altogether...

...that I'm willing to tackle. :)

If you liked this lesson, can you tell me what's your #1 takeaway in the comment
section?

Thanks! :)
 Every aspiring copywriter's
dream

When you start studying copywriting, you'll eventually stumble upon...

The specialists...

The soloists...

The prodigies...

These copywriters make writing sales copy look easy.

They can knock out 7-figure campaigns in their sleep.

When they explain their process, you're just dumbfounded, overwhelmed,
impressed, or all of the above.
Oh, and another thing that most of them have in common?

Most of them are freelancers. :)

That's why I understand why a lot of new copywriters want to become freelancers.

They're just following their copywriting heroes.

Now...
If you're one of those aspiring copywriters who want to follow their path and start
freelancing, I wanna share with you 3 pros and 3 cons for choosing this path.
 Pro #1: Time Freedom

You decide when to work.

If you're a good negotiator, you can decide how long the project will last.

You can also choose who to work with, when to respond to their questions, and
determine timelines & deadlines.

Basically, you control your day, week, month and year.

That's why freelancing is really attractive to those who want more time to be with
their kids, pursue their hobbies, travel, or to employees who want to transition.

Pro #2: High Income Ceiling

Since you control the deals, the project timeline, and who to work with...

Your income is practically unlimited.

I know a copywriter who charges $50,000 per sales letter.

A copywriter who charges $1,500 per email.

A copywriter who made $54,000 from writing a short upsell page.

Look...

If you decide your email costs $50 and then $100 tomorrow, no one will object.
Of course, selling it is another story.

But I have seen copywriters double and even triple their fees by simply selling it to
the right person.

Now...

To make this a reality, you need to have the following:

1. Qualification Process
2. Solid Client Onboarding Process
3. Proven Track Record of Success

If you have these, I'm confident break the P100K mark sooner than later.

Pro #3: Location Independence

The best part of being a freelance copywriter?

I can work from my home, from the coffee shop, from a hotel...anywhere!

There was this one year that I exclusively worked in coffee shops on rotation.

Mondays in Coffee Bean.

Tuesdays and Thursdays were a toss up between JCo or Starbucks.

During Wednesdays and Fridays I work at local coffee shops.

I can do this because I'm not paid by the hour.

I'm paid by the output I provide. And who determine the output? Me

And clients allow me to do that because they know I'm an investment. My words can
help them bring in more money than they spent on me.

If you can prove you're that type of copywriter, you can be location independent
too.

Now, let's move on to the cons

Con #1: Learning curve is steep

Aside from learning copywriting, which is a lifelong pursuit, you must understand
business.

You're responsible for marketing, sales, and fulfillment.

As well as the admin stuff, like tracking invoices, doing the bookkeeping, following
up with the clients, showing up to meetings, and a few more tasks.

Everyone freelancer I know have done this themselves.

Well, the serious ones. :)

Con #2: You must know how to sell

Not just with words. But your services as well.

Can you turn a conversation (in person, email, or chat) into a zoom call?
Can you hop on a call with a stranger and make them interested to work with you?

Can you follow-through, justify your premium fees, and close the deal?

If you only know these 3, you're good.

If not, I suggest you start improving these areas.

Because here's the harsh truth:

If you can't sell, you will never earn well as a freelance copywriter.

Con #3: You will eat rejections, failures, and NOs for breakfast

For most, that's scary.

And let me be straight with you: it is.

Rejections will always hurt. Failures will always sting.

But they're necessary to build character and obtain wisdom so you get to the top
fast and stay there.

I mean...

If it takes 30 rejections, failures, and NOs for you to make P100K per month...

...would you do it?

If you ask me? Definitely. No brainer.

Yet, most will quit when they get 10 rejections.

As you gain more experience, you won't get rejected as much. You get to pick your
battles, know who to approach, and read whether the deal is going under or not.

But the failures?

They'll always be there.

If you wanna become a freelancer, you have to accept that.

So yeah.

Those are the 3 pros and 3 cons.

Hopefully I didn't discourage you become a freelance copywriter. hahaha.

Freelancing is just like any other business.

There are risks. But you can mitigate it by working hard and working smart.

When everything falls into place, it gets easier and better.

Sure, the rejections and failures are still there. In fact, it increases. hahaha.

But sticking with this journey is definitely worth it. :)

That's it for me.

I hope you learned a thing or two from this lesson.

To Writing Better Copy,

Miguel Campaner
 Copywriters into CEOs?

When you're a successful freelance copywriter or in-house copywriter...

You'll have a lot of prospects approach you.

They either saw your work, someone recommended you, or found you because of
your strong personal brand.

When that happens, you have to choose.

Option 1: Stay as a solo freelancer and ONLY work with clients who can pay
$20,000 or more per project.

Option 2: Close all the $2,000 to $10,000 deals and have your team of
copywriters do the work for you.

There's no wrong choice here. It depends on your personality and lifestyle.

If you choose Option #2, then this lesson is for you.

You see, this is the path to starting an agency.

An agency where you're the CEO and you hire employees --- like VAs, OBMs,
researchers, copwyriters, media buyers, etc --- to work for you.

But this is NOT for everyone.

I've seen a lot of people who chose this route and regreted it.
They started working 80+ hour weeks, always at the brink of burning out, and they
were slowly hating copywriting.

However...

I have seen a few who went from freelancer to agency owner within less than a
year...

...and got more time, more money, and more freedom.

The difference between those who thrived and crashed and burned are the
following:

1. Leadership & Mindset...

You must know how to handle multiple people.

You need to know how to resolve conflicts, keep people motivated, and of course
inspired.

More than that, YOU must be inspired. You must be disciplined, motivated, and
proactive.

You must have a mission and vision.

Your employees will respect that, work to join your mission, and help you & your
agency level-up.

This all starts with your mindset and leadership.

Next...
 2. Sales & Conversions...

You must have a predictably way of generating sales for your agency.

This doesn't mean you should do it. You can even outsource this. Or hire an
employee do this for you in-house.

Sales is the blood of any company.

That's why you must know what your numbers are.

How many calls do you need to make to generate $20,000 in one month?

What's the conversion rate of your demonstration calls?

How many one-time projects turn into 6-month retainers?

You need to consider all of these as an agency owner.

3. Marketing & Branding...

You must have a "pre-eminence" in your industry.

You must have a specialty, a "bat signal" talent, or a flagship service that you're
known for.

Of course, you also need to have testimonials, case studies, and different ways to
demonstrate your capabilities.

Aside from that, you must tap different marketing channels. Not just one.
For example, in one of the agencies I've worked with, they have many marketing
channels.

1. YouTube Videos
2. Facebook Ads
3. Instagram DMs
4. Facebook DMs
5. LinkedIn outreach
6. Cold Emailing their Dream 50
7. Referral System

The more diversified and optimized, the better.

4. Fulfillment & Systems...

This is where most new agencies break.

You can't just hire 2 new copywriters and expect them to write like you.

You have to TRAIN them. You must have a clear way delegating the tasks, providing
feedback, and ensuring your standards are met each time.

And yes, this will take time.

You must also have systems, process, and SOPs in place for different situations.

For example, a client asks for a revision. Copywriter A wrote the copy and Copywriter B
edited it.

In this situation, who should revise it? Copywriter A or Copywriter B?

If you have systems in place, you'd know.

 5. Environment & Culture...

Lastly, the MOST crucial.

If you want to grow, environment & culture is paramount.

You need to create a team where everyone likes working with each other.

You need to create an fun environment where everyone's inspired to work.

You need to create a culture where everyone knows each person is there to back
them up.

This isn't done by accident.

You need to be intentional and invest in this.

Have team buildings, meetings where you don't just assign tasks, or create fun
activities.

Once a good culture is built, you'll win more times than you'll lose.

More than that, the losses don't feel like losses because everyone knows it's an
opportunity to learn.

Once you have this, not only will you have a solid agency...

You'll also enjoy working, positively impacted your employees' lives, and also provided
A+ service to your clients.
Win-Win-Win.

So that's it.

In my limited experience, this is how you build a solid agency.

Once you have these 5 things, you can play in a bigger pound.

You can handle bigger and better clients.

You can close 7-figure and 8-figure deals.

You can take more days off, make more money and have more time doing what you
love.

That's it for this lesson.

I will talk about becoming an offer owner.

If you think THIS is great, you'll be shocked at the income potential of offer owners.

Oh, and can you let me know what's your #1 takeaway from this lesson?

Would love to know!

Thanks :)

To Writing Better Copy,

Miguel Campaner
Where email copywriters go to
"retire"
Okay, so the subject line is a bit depressing. hahaha.

Although it has some truth to it, this lesson won't be sad.

I promise. hahaha.

Here's why:

As a solo freelancer, the max you can probably make is $1,000,000 per year.

While your clients are making $1,000,000 per month...using your words...your
strategies...and your insights.

That's why a few copywriters started their own business like John Carlton, Kevin
Rogers, Justin Goff, Jake Hoffberg, Stefan Georgi, etc.

Outside of copywriting, they also have ecommerce business, call centers,

restaurants, info product businesses, etc.

Meanwhile, other freelancers formed an agency.

As an agency owner, you can potentially make 10X more than a solo freelancer.

For example... Cat Howell, an FB ads strategist, built an agency that generated
$500,000 per month. She mentioned this last year in a webinar. By now, she's
probably grown to $750K or maybe even $1M or more per month.

A copywriting agency can probably do the same. But you have to do a LOT more.

You're going to offer funnel building, FB ad strategy, branding, media buying, AOV
tracking, optimization, etc.
By this time, you have to STOP being a copywriter to grow.

You need to be a CEO.

Of course, there's a way to stay as the main copywriter (or copy chief ).

You must hire a CEO to run your business.

You're the owner. You're the copywriter. You make most of the money.

But someone is calling the shots. Not you.

If you're comfortable with that, awesome. Go this route.

The next level?

It's being your own client. You become the entrepreneur you were helping.

You become the entrepreneur who creates, sells, and develops the offers.

You become the "offer owner."

So...

How do you go from freelancer to agency owner to offer owner?

Simple.

You need to sell something.

That's it.

If you're selling at least one offer, you're already an "offer owner."

You can do this while running a solo freelance biz or an agency.

In fact, that's what I advise you should do.

I'm a pragmatic person. I hate risks. I do my best to play safe.

But I know there's a risk to everything, especially in entrepreneurship.

That's why it's best to mitigate the risk while transitioning as an offer owner.

Dip your foot in the pool. Try to gauge how "deep" the pool is. If you think you can
handle it, jump.

The same goes with transitioning to offer owner full-time.

✅First, you need to know if there's a product-market fit.

Your opinions mean nothing.

What matters is what the target market wants.

That's why you need to do research first. See what you're up against. Determine
whether you can compete or not.

If you can't, give up on the idea.

Maybe you can pursue that in the future if you have more money.

But be realistic.

Can you create an irresistible, no-brainer offer?

Can you transform their lives for the better?

Can you reach them and effectively communicate your value?

If so, go ahead.

✅ Second, you need a predictable traffic source.

Will you use organic marketing?

Blogging?
SEO?

Paid ads?

Affiliate traffic?

Start a Facebook Group?

Buy solo ads?

Start guesting on podcasts?

Whatever it is, make sure it's a predictable traffic source.

Predictable = you can CONTROL it.

If you can't control your traffic source, your income will be unpredictable.

Once you get this, the next priority is to qualify the traffic seeing your offers.

There are multiple ways to do this. But for now, focus on the traffic source first.

✅ Third, you must create a solid conversion mechanism

Where are you driving your traffic source and turning them into buyers?

Emails?

Landing pages?

Sales Letters?

VSLs?

Advertorials?

Social Media Posts?

Whatever it is, make sure it converts.

My benchmark has always been 3% conversion rate on cold traffic.

If it's 1.5%-3%, then it needs improving.

If it's less than 1.5%, I write a new one.

I copied these from Agora Financial. I wanna emphasize that.

You can create your own if you want.

✅ Fourth, you must have a fulfillment process that exceeds

expectations.

You must provide a smooth and pleasurable experience.

Once they buy, don't make it hard to access your offer.

If you can, spell out the entire process from start to finish.

You don't have to hold them by the hand throughout.

Just make them feel they made the right decision.

✅ Fifth, start creating an automated marketing and sales

funnel.

You have an irresistible offer, you have a traffic source, and you have solid
conversion mechanism.

It's time to create a value ladder to maximize your traffic.

You need to test different offers, lead magnets, and ad angles.

You'll also create automated email sequences, build funnels (pages, check out page,
TY page), and optimize your traffic source to get more qualified prospects.
 ✅ Sixth, gather testimonials, transformations and case studies.

This is where your sales start to take off.

You need proof your stuff works. You need a way to demonstrate your value.

And nothing is more powerful than success stories.

You need to package the stories in different formats since not all prospects
consume info the same way.

You need to present success stories via text images, live/recorded interviews, PDF
case studies, emails, landing pages, etc.

✅ Seventh, receive feedback and improve offer.

You should NEVER stop improving your offer.

Add a new feature. Make it available in different formats. Update it every year.

Do whatever it takes to make it relevant, updated, and valuable to your target

market.

Alright...

So that's handful.

But that's just the start. :)

The fun starts when you create your own team, have them do all of this, and you sit
at the beach waiting for PayPal payments to come in.

And this will happen probably in Year 2 or 3 of your business.

You can't expect to build a self-sustaining, automated business within a year.

You need to build...

 systems
processes
SOPs
an organizational hierarchy
fulfillment teams
customer service VAs
a copywriting team for optimizing funnels
a media buying team for traffic

...and so much more.

This requires a lot of testing. You're going to hire and fire a few people. You also
need to train employees to meet your standard.

Yes, it's hard.

But, if you do it right...

You'll make more in year 1 as an offer owner compared to year 1 as an

agency owner.

PLUS, you'll work less as an offer owner. Like 50% to 60% less.

You don't answer to ANYONE.

If a customer is being unreasonable and doesn't like you, you can refund and
blacklist the person. Easy.

You can't do that if you're serving clients.

So that's it.

That's how you transition from agency owner to offer owner.

By the way, that's the focus of this lesson.

How to "transition."

If you wanna know how to succeed as an offer owner, there are HUNDREDS of ways
to do it.
You need to find a path that fits you, your lifestyle, and goals.

Okay?

Great.

Now...

I know this is overwhelming to some. And that's fine.

Everyone starts somewhere.

And if you ask me?

You need to start with a simple high-income skill you can use to go from
freelancer to agency owner to offer owner the fastest.

To me, that's email copywriting and email marketing.

Email is still the most profitable marketing channel in the world.

If your emails convert and generate ROI...

You'll attract a lot of premium clients, close huge deals, and even work with high-profile
clients.

How can I say that?

Because with the right offer & email sequence, you can make $5,000 from a tiny list
of 1,000 subscribers.

Now, imagine writing to 5,000 subscribers...

10,000 subscribers...

50,000 subscribers...

100,000 subscribers...
You can easily generate $100K for them with a few emails.

Of course, only if you know what emails to write.

We're not finished with this series! Part 2 of this lesson will be about "How to Decimate
Your Competition as an Offer Owner."

To Writing Better Copy,

Miguel Campaner
 Decimate your competition as
an offer owner
For 3 weeks, I've been binging on Mindvalley videos.

If you're not familiar with Mindvalley, it's a personal development business who uses
direct-response.

Recently, they published a lot of lessons on how to succeed in business.

They're goooooooooood.

And thanks to them, I was able to create an "incomplete list" of ways to decimate
your competition as an offer owner.

Why incomplete?

Because I know there's more to success than what I know now.

I'm not closing my doors to learning more.

I will keep adding to this list the more I fail, the more I succeed, and the more I gain
experience...

Alright?

Here's the list:

1. Finding a mission to fulfill.

The best engineers in the world want to work with Elon Musk.

Not because of the salary. Not because Elon is cool. Not because of the "honor &
privilege."

They want to work in Space X and Tesla because of Elon's mission --- to colonize
Mars.
They want to help humanity become an interplanetary species.

That's why everyone wants to bring their best. It's no longer work. It's a mission.

In your business, you need to have a compelling mission as well. Basically, this is
"WHY" your business exists.

For you to bring out the best out of your employees...

You need to persuade your employees what they're doing matters and helps fulfill
that worthwhile mission.

2. Always target five (5) target market personas.

The marketer behind GoPro's meteoric rise shared you need to start with 5 Buyer
Personas.

Create compelling ads, messaging, and big ideas for each.

Test which out of the 5 brings in the most profit.

If we follow the 80/20 principle, only 1 will bring in 80% of the income.

When that happens, you have to choose between

(1) eliminate the buyer personas that didn't perform well and find new ones
(2) try another ad angle for buyer personas that didn't generate positive ROI

Do this again and again until you find the best buyer persona's in your business.

Once optimized, you'll find your 1,000 true fans in no time.

3. Stay unsexy.

Do the boring things that make a business profitable.

Don't chase new opportunities once it gets hard.

Don't get blinded by shiny objects.

Don't follow the majority (because 8 times out of 10 they're wrong).

Focus on one offer. Make it profitable. Automate the sales. Go to the next.

Don't jump from one offer to the next. You're setting yourself up for stress, burn out
and failure.

Speaking of staying unsexy...

4. You must adapt well to new platforms and discern trends

from fads

You don't have to join all of them.

Just join platforms you think will help you reach a new target market.

For example, a lot of Gen Z buyers are on TikTok.

If you can find a way to advertise on TikTok and make it appealing to Gen Z
prospects...

...you'll unlock a new profitable buyer persona.

Always test. Never assume. Back up your decisions with data.

Lastly...

5. Create an environment & culture employees want to work in.

I already mentioned this in the past lesson.

But I wanna emphasize this because this is so crucial.

I worked in toxic workplaces.

I also worked in businesses with great cultures.

The difference is like North Korea and South Korea. lol

In toxic work places, you're always afraid. You're always on your guard. You only look
out for yourself

In businesses with great cultures, you get to express yourself.

Everyone takes responsibility for their mistakes and takes the initiative to solve it.

There are no secrets, no politics, and no gossips.

Everything is out in the open.

When you make a mistake, no one looks down on you. In fact, they pull you up.

Once you have this...

You'll ascend faster and have FUN at the same time.

So that's it. This is the incomplete list.

I hope you learned a thing or two from this not-so-short lesson :)

To Writing Better Copy,

Miguel Campaner