my problem with copywriting

please don’t make this mistake…

I’ve come across some crazy good copy in the last year. You know the feeling when you get an immense spark of dopamine when you read through the text?

It’s because great copy speaks to your deepest pain and explains your desires and goals in great detail. And then it tells you it’s easy, everybody can do it, and that you’re only a couple of steps away from escaping your misery and living your dream life… 🙂 

Well that’s not the whole truth (as you might have noticed).

Don’t get me wrong:

Copywriting is one of the most important skills to learn in business. If you want to make money you have to learn the art of persuasion and selling. It’s that easy.

BUT: There’s a lot of “great” copy out there that’s inauthentic.

How do I know?

I talk to the people behind the copy. And what I notice over and over again is:

The way they speak is not at aaaall how they write copy. When I read through what they write I often couldn't even believe the text was written by them.

I also see it in their emails, social media content, etc…somehow it feels off…You ever had this feeling?

And that’s a heavy turn-off. They might have made a lot of money with their copy but it was 0% real to who they are. And no matter how hard I try, I cannot figure out a way to see how that could be a good thing.

Because in my 18 months of business, I learned: the less authentically I express myself the more burned out I get.

So I learned that inauthentic expression is NEVER a good idea - no matter how much money you make off it.

Don’t get me wrong, copy is important. You need to learn the tactics of persuasion, but:

Don’t just copy what you see online.
Don’t try to imitate your favorite creator.
Don’t just copy other people’s sentences.
Don’t make yourself believe you need to do what they do.

Instead: Get in the habit of writing copy that feels authentic to YOU.

That might take some more time in the beginning but you will get heavily rewarded in the future. Not just with less burnout but also with a deeper fanbase and more money.

Because trust me:

People can smell inauthenticity. People are wired biologically to spot threats such as liars, deceivers, and scammers (so important for survival back in the day).

And no - I’m not calling these people scammers, I believe they are just trying their best to sell, and who is to blame them?

Copy is hard. So you follow the path of others (I did that too)

But the more I write online the more I learn:

The more true I stay to myself the better I feel, the more connected I feel to my readers, and the more money I make.

In the long run - that’s the ultimate truth.

Of course, if you want to make quick money with shallow inauthentic copy, that works. There’s a lot out there. And they are making money - but not for long, trust me.

If you want to build a lasting personal brand you HAVE TO think long-term with in-depth, authentic, long-form content.

You have to play the long game. Take your time, build sustainable, and create what feels authentic to you.

This might take more time than finding a way to make money fast, but boooy it’s worth it.

So take the pressure off you. There’s no race on who makes the most money in the shortest amount of time - everybody is on their own path.

What’s important is that you stay connected to what YOU really want to create. Everything else comes second.

Hope that helped.

Any questions left? Reply to this E-Mail and I get back to you. 

With love,

Heythem