There are only 4 newsletters I read:

First, Zarak’s.

He’s a $220k/month copywriting agency owner, writes some of the best copy I’ve ever read and also just doesn’t give a shit what anyone thinks.

Secondly, Ben Settle’s.

I’m not gonna lie. I don’t read Ben’s emails for advice (although he certainly dishes that out). I read Ben’s emails because they’re fucking jokes and they actually give me a good laugh every morning.

Third, Chris Dyson’s.

A fellow Brit and fellow “I don’t give a fuck”-er. I look forward to Chris’ emails every morning. (He’s also been in the business game for 18+ years and knows what’s up).

And the fourth?

Audrey Lo’s.

I love Audrey.

She’s absolutely crushing it, and quite honestly, she’s one of only other no-BS creators out there.

(If you’re reading this Audrey - hi!)

And as I was reading through one of Audrey’s emails the other day, I re-learned something that I already knew, but wasn’t necessarily top of mind.

So I thought I’d write an email on it for you in case you could also do with re-learning this simple but CRUCIAL business lesson.

What was this lesson I'm talking about?

Well, it was contained within Audrey’s round-up email from her Atomic Authority workshop.

50+ attendees.

2 new clients.

$10,400+ earned (which I presume includes the backend fees from her new clients).

No matter which way you cut it, a damn successful launch.

And in her email, Audrey explains what made the workshop so successful.

There’s a lot of reasons (you can go and read the email yourself if you’re interested).

But there’s only one I want to focus on here:

Audrey's point that she walks the walk.

Take a look at the screenshot below to see what she said:

Now what I want to draw your attention to is the 2 highlighted lines in the middle.

Because there’s more nuance here than you probably realise.

And to illustrate what I mean, take the second line in isolation:

“I earn $30k/month and have 7,000 followers”

That’s cool, sure.

A lot of people certainly want this, sure.

But, in and of itself, it’s kind of meaningless.

It’s only once you combine it with the previous sentence that it becomes compelling.

It’s the contrast.

The before and after.

The “Life used to suck. Now it doesn’t.”

The “I was at zero (essentially). Now I’m at $30k.”

And this is what I picked up on and reminded myself of when I was reading through Audrey's email:

It’s NOT proof of competence that makes your offer pop.

It’s proof of transformation.

That's what made Audrey's workshop so successful.

She was able to paint an extremely vivid picture in people's minds of where she used to be, share stories of how her life used to look, show she knows exactly how all these people are feeling, and then offer them a way out.

And that's what you need to do with your content and offer too.

Because I see people make this mistake all the time on Twitter.

They focus all their attention on where they are NOW.

How many followers they have.

The size of their newsletter.

The monthly revenue they’re earning.

They constantly talk about what they've achieved.

But they forget the other half of the equation:

Where they came from.

And when you do this you’re only playing the game at 50%.

You’re painting a pretty picture of your life, sure.

People will implicitly compare their life to yours, sure.

You’re teasing them with the carrot on the end of the stick, sure.

But here’s the thing:

People only want to eat a carrot when you remind them how fucking hungry they are.

And this is what you need to do with your copy.

Focus less on how your life looks now, and more on how it used to look.

Every emotion.

Every time you wanted to bang your head against the wall in frustration.

Every morning you woke up, hopeless, lost and completely lacking in direction.

Show you understand.

Show you know how they feel.

Show you’ve been exactly where they are right now.

Spend all of your time talking about their world, not yours.

And then, almost as a whimsical afterthought, show you’ve found a way out.

Make it seem quick.

Make it seem effortless.

Make it seem like everything they want is at the tips of their fingers, that they simply need to reach out and all of their problems will be solved.

This is how you write good copy.

This is how you write a good offer.

And, ultimately, this is how you convince people to work with you.

Thank you for attending my Ted Talk.

I’ll see you tomorrow.

Harry

PS. I built a $10k/month personal brand in under 4 months.

Want to do the same?

Join 1,900+ entrepreneurs here: The Creator's Academy.