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Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/9qhzhnhdr9497xt9/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/3ohphkh3gzxzw9ar/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/g3h7ggdvi5hmwpgpvktr/aHR0cHM6Ly9mb3Jtcy5nbGUvMmVBWWtqYmVVMWlWRVlxRUE= ) ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/8ghmnnx0uohon9w945sk/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8xaG91ci1yZXZpZXdz ) ********************************* An encore micro-lesson for you... ********************************* How to sustain a long, successful creative career: *********************** Enjoy 451 words below ↴ ​ *********************** Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/n2h4nn9oivhv0r2rd5i6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ The prolific artist Austin Kleon once gave me some advice. ---------------------------------------------------------- I didn’t know it then, but he was telling me exactly how to sustain my writing career. In a profession plagued by burnout, he was giving me the antidote for weariness and fatigue, a prescription for creative longevity. “If you get into that productivity trap, Ed—” he said, “there’s always going to be more work to do.” I nodded and waited for him to say more. I read a book that changed how I work: -------------------------------------- Four Thousand Weeks: Time Management for Mortals by Oliver Burkeman. Burkeman highlights Robert Boice, a psychology professor who studies the various habits and routines of writers. His research uncovered something counterintuitive and revelatory. Writers who made writing a smaller, shorter part of their day were decidedly more productive and successful than their toiling contemporaries. And the prevailing technique among these “lazy” writers? They worked against a sensible timer—anywhere from ten minutes to no more than a few hours—and when the timer went off, the session was over. No exceptions. This is the salient, simple-not-easy thing: they always stopped. Austin Kleon called this approach “time-based work.” ---------------------------------------------------- “You can always make more,” he told me. “I think that’s why I’m a time-based worker. I try to go at my work like a banker. I just have hours. I show up to the office, and whatever gets done gets done.” I nodded some more. “I’ve always been a time-based worker,” he said. “You know, like, did I sit here for three hours and try? I don’t have a word count when I sit down to write. It’s all about sitting down and trying to make something happen in that time period, and letting those hours stack up.” Robert Boice called it “radical incrementalism.” ------------------------------------------------ Don’t race to the finish line day after day. This is impatience masquerading as zeal—and it’s precisely how creative people burn out. Instead, follow the clock. And if this means leaving your work amid a “flow” state, with the wind at your back, so be it. Cut it off. It feels counterproductive, yes, even wasteful, like you’re squandering the energy and enthusiasm you could’ve used to create something good or simply gratifying. It feels uncomfortable, even painful, like a loss—and perhaps it is—but it’s not a needless loss. “Stopping helps strengthen the muscle of patience that will permit you to return to the project again and again,” explains Burkeman, “and thus to sustain your productivity over an entire career.” In other words, your immediate, short-term sacrifice will pay dividends in the long run, in the years and decades to come. It will help you cultivate the mindset—and the pace—necessary to sustain a long, successful creative career. Thanks for reading! If you're enjoying this newsletter, you'll love my book, VeryGoodCopy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/l2h4qem9imhl7rqrgot6/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ) ↴ ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/25h740z5foh3wdld57u3/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ) If you already own the book, then this is for you ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/dphn2eonc0hen5d530um/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r ). Thanks so much and see ya in the next one... ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/3oh0l9mvskh3gzxzw9ar/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) Before you go, help me help you: if you could dramatically improve just ONE marketing asset right now, what would it be? --> ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/08hwh9h2rznz82ul/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQyMDI4P29wdGlvbl9pZD0xNTE0NzImdG9rZW49djh1cDQzZWt3OGlyaHZyNXZveGZnaHZrMzNkOWR0OWhwazBlbg== ) Landing Page ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/08hwh9h2rznz82ul/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQyMDI4P29wdGlvbl9pZD0xNTE0NzImdG9rZW49djh1cDQzZWt3OGlyaHZyNXZveGZnaHZrMzNkOWR0OWhwazBlbg== ) --> ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/08hwh9h2rznz82ul/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQyMDI4P29wdGlvbl9pZD0xNTE0NzMmdG9rZW49djh1cDQzZWt3OGlyaHZyNXZveGZnaHZrMzNkOWR0OWhwazBlbg== ) Sales Email ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/08hwh9h2rznz82ul/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQyMDI4P29wdGlvbl9pZD0xNTE0NzMmdG9rZW49djh1cDQzZWt3OGlyaHZyNXZveGZnaHZrMzNkOWR0OWhwazBlbg== ) --> ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/08hwh9h2rznz82ul/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQyMDI4P29wdGlvbl9pZD0xNTE0NzQmdG9rZW49djh1cDQzZWt3OGlyaHZyNXZveGZnaHZrMzNkOWR0OWhwazBlbg== ) Newsletter ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/08hwh9h2rznz82ul/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQyMDI4P29wdGlvbl9pZD0xNTE0NzQmdG9rZW49djh1cDQzZWt3OGlyaHZyNXZveGZnaHZrMzNkOWR0OWhwazBlbg== ) --> ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/08hwh9h2rznz82ul/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQyMDI4P29wdGlvbl9pZD0xNTE0NzUmdG9rZW49djh1cDQzZWt3OGlyaHZyNXZveGZnaHZrMzNkOWR0OWhwazBlbg== ) Lead Magnet ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/08hwh9h2rznz82ul/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQyMDI4P29wdGlvbl9pZD0xNTE0NzUmdG9rZW49djh1cDQzZWt3OGlyaHZyNXZveGZnaHZrMzNkOWR0OWhwazBlbg== ) --> ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/08hwh9h2rznz82ul/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQyMDI4P29wdGlvbl9pZD0xNTE0NzYmdG9rZW49djh1cDQzZWt3OGlyaHZyNXZveGZnaHZrMzNkOWR0OWhwazBlbg== ) Social Profile ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/08hwh9h2rznz82ul/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQyMDI4P29wdGlvbl9pZD0xNTE0NzYmdG9rZW49djh1cDQzZWt3OGlyaHZyNXZveGZnaHZrMzNkOWR0OWhwazBlbg== ) --> ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/08hwh9h2rznz82ul/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQyMDI4P29wdGlvbl9pZD0xNTE0NzcmdG9rZW49djh1cDQzZWt3OGlyaHZyNXZveGZnaHZrMzNkOWR0OWhwazBlbg== ) Sales Funnel ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvr5voxfghvk33d9dt9hpk0en/08hwh9h2rznz82ul/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQyMDI4P29wdGlvbl9pZD0xNTE0NzcmdG9rZW49djh1cDQzZWt3OGlyaHZyNXZveGZnaHZrMzNkOWR0OWhwazBlbg== ) © 2014 - 2026 VeryGoodCopy. 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To stay subscribed to the VeryGoodCopy newsletter, but opt out of this promotion:​ Use the poll at the bottom of this email to remove yourself from this sales campaign. I was nervous. -------------- I thought: Who am *I* to ask for anything more from this company? This was 15 years ago. I was a couple of weeks into my new copywriting job, a great job at a direct-marketing agency with good pay and good benefits and fancy perks and friendly people. I thought: Who am *I* to ask my new boss—who saved me from the depths of hell, a contract writing gig with no insurance and predatory pay and looming performance reviews—for anything else? The new bossman's office door was always open. I knocked on the frame. He looked up. ------------- "Ed," he said, "what's up?" He waved me inside. "Come in." I really was so nervous. ------------------------ "Just a quick question," I said. "Can I expense a training?" The boss kinda shrugged. "A copywriting training?" I nodded. "I can show you the sales page—" "No need," he said. "How much is it?" I told him. He shrugged again. "Do you trust the brand?" "Yes," I said. "You think it'll help you do your job better?" "I do, ya." "Pull the trigger," he said. ---------------------------- "I'm sure it'll pay for itself many times over." Spoiler: -------- It did pay for itself. Many, many times over. And so will Transformational Sales Emails ( https://7e38aeb9.click.kit-mail3.com/zlu5xg7pd0anhkxk8g0aphwgkx535h6h9x75r/z2hvd3zdsnhe6xplgvbp/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ), my upcoming training on: * How to RESEARCH like the masters (but way faster). * How to WRITE emotional copy. To really understand what I'm creating here, you can read this ( https://7e38aeb9.click.kit-mail3.com/zlu5xg7pd0anhkxk8g0aphwgkx535h6h9x75r/owhkhqhw9dgqzmsv/aHR0cHM6Ly9ja2FyY2hpdmUuY29tL2IvZDB1ZWgwaG9uenE0M2NrNHh4NjRvdHoydm5nOXZpbGhvbjV3Nw== ). Or, if you trust VeryGoodCopy—the brand I've been slowly and intentionally building for more than 12 years now—don't delay. Don't let the pre-sale deadline sneak up on you: ( https://7e38aeb9.click.kit-mail3.com/zlu5xg7pd0anhkxk8g0aphwgkx535h6h9x75r/g3hk87nmh5hm9w6qv5br/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) This pre-sale ends soon: Friday, April 3 @ 5 pm CST ​ Customers automatically become members of This training is on pre-sale for 70% off. Interested? --> ( https://7e38aeb9.click.kit-mail3.com/zlu5xg7pd0anhkxk8g0aphwgkx535h6h9x75r/z2hghnhe6xplgqup/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTEmdG9rZW49emx1NXhnN3BkMGFuaGt4azhnMGFwaHdna3g1MzVoNmg5eDc1cg== ) “Yes! It’s a great deal…” ( https://7e38aeb9.click.kit-mail3.com/zlu5xg7pd0anhkxk8g0aphwgkx535h6h9x75r/z2hghnhe6xplgqup/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTEmdG9rZW49emx1NXhnN3BkMGFuaGt4azhnMGFwaHdna3g1MzVoNmg5eDc1cg== ) --> ( https://7e38aeb9.click.kit-mail3.com/zlu5xg7pd0anhkxk8g0aphwgkx535h6h9x75r/z2hghnhe6xplgqup/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTImdG9rZW49emx1NXhnN3BkMGFuaGt4azhnMGFwaHdna3g1MzVoNmg5eDc1cg== ) “I’m still deciding…” ( https://7e38aeb9.click.kit-mail3.com/zlu5xg7pd0anhkxk8g0aphwgkx535h6h9x75r/z2hghnhe6xplgqup/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTImdG9rZW49emx1NXhnN3BkMGFuaGt4azhnMGFwaHdna3g1MzVoNmg5eDc1cg== ) --> ( https://7e38aeb9.click.kit-mail3.com/zlu5xg7pd0anhkxk8g0aphwgkx535h6h9x75r/z2hghnhe6xplgqup/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTMmdG9rZW49emx1NXhnN3BkMGFuaGt4azhnMGFwaHdna3g1MzVoNmg5eDc1cg== ) “Definitely not. Remove me from this campaign.” ( https://7e38aeb9.click.kit-mail3.com/zlu5xg7pd0anhkxk8g0aphwgkx535h6h9x75r/z2hghnhe6xplgqup/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTMmdG9rZW49emx1NXhnN3BkMGFuaGt4azhnMGFwaHdna3g1MzVoNmg5eDc1cg== ) --> ( https://7e38aeb9.click.kit-mail3.com/zlu5xg7pd0anhkxk8g0aphwgkx535h6h9x75r/z2hghnhe6xplgqup/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTQmdG9rZW49emx1NXhnN3BkMGFuaGt4azhnMGFwaHdna3g1MzVoNmg5eDc1cg== ) “Already bought! Remove me from this campaign.” ( https://7e38aeb9.click.kit-mail3.com/zlu5xg7pd0anhkxk8g0aphwgkx535h6h9x75r/z2hghnhe6xplgqup/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTQmdG9rZW49emx1NXhnN3BkMGFuaGt4azhnMGFwaHdna3g1MzVoNmg5eDc1cg== ) Have a question for me? ----------------------- I'm here for you. Simply reply to this email and I'll do my best to respond as quickly and completely as possible. Thank you for being here—I appreciate you! © 2014 - 2026 VeryGoodCopy. All Rights Reserved. ​Unsubscribe ( https://7e38aeb9.unsubscribe.kit-mail3.com/zlu5xg7pd0anhkxk8g0aphwgkx535h6h9x75r ) completely from the VeryGoodCopy newsletter (or manage your preferences ( https://preferences.kit-mail3.com/zlu5xg7pd0anhkxk8g0aphwgkx535h6h9x75r )).

To stay subscribed to the VeryGoodCopy newsletter, but opt out of this promotion:​ Use the poll at the bottom of this email to remove yourself from this sales campaign. I watched the new Red Hot Chili Peppers doc on Netflix. ------------------------------------------------------- In it Flea talks about one of his earliest influences, about what he saw at the infamous Cash Club in Los Angeles: “It was this real underground club that went seven nights a week, all night long,” he says. “Everyone else would, like, go to hang out there. Well, I lived there,” he says. “I moved in. Got a couch in the corner. And I started really becoming a part of the underground.” There, Flea had a transformational experience. ---------------------------------------------- “One night I saw this band Fear,” he says. “And I was just like…this is where it’s at." He makes a face. "Damn! Like, how do we get that feeling of really touching people, of moving people, of getting to that core of humanity?” He describes the crowd’s response to the music: ----------------------------------------------- “It’s something you can’t control,” he says about the energy, the intensity, the feeling of it all. “Like, convincing people—‘come on everybody…wave your hands in the air…come on…come on…get up and dance…’—you can’t do that,” he says. “You can’t. Either the spirit focking moves you or it doesn’t.” You can’t beg people to feel. ----------------------------- You can’t implore them. You can’t. Whether you sing or paint or dance—or write sales copy—your work, to be effective, must make them feel. Let me show you how to do this in your business: ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3z3726b2hdnvpkr4c7hmwxke/7qhrep75b8h9l5oqxetz/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) This pre-sale ends soon: Friday, April 3 @ 5 pm CST ​ Customers automatically become members of This training is on pre-sale for 70% off. Interested? --> ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3z3726b2hdnvpkr4c7hmwxke/wnh2hghq76wnlzf7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTEmdG9rZW49cjh1eGU4em1kNmNvaDN6MzcyNmIyaGRudnBrcjRjN2htd3hrZQ== ) “Yes! It’s a great deal…” ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3z3726b2hdnvpkr4c7hmwxke/wnh2hghq76wnlzf7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTEmdG9rZW49cjh1eGU4em1kNmNvaDN6MzcyNmIyaGRudnBrcjRjN2htd3hrZQ== ) --> ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3z3726b2hdnvpkr4c7hmwxke/wnh2hghq76wnlzf7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTImdG9rZW49cjh1eGU4em1kNmNvaDN6MzcyNmIyaGRudnBrcjRjN2htd3hrZQ== ) “I’m still deciding…” ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3z3726b2hdnvpkr4c7hmwxke/wnh2hghq76wnlzf7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTImdG9rZW49cjh1eGU4em1kNmNvaDN6MzcyNmIyaGRudnBrcjRjN2htd3hrZQ== ) --> ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3z3726b2hdnvpkr4c7hmwxke/wnh2hghq76wnlzf7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTMmdG9rZW49cjh1eGU4em1kNmNvaDN6MzcyNmIyaGRudnBrcjRjN2htd3hrZQ== ) “Definitely not. Remove me from this campaign.” ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3z3726b2hdnvpkr4c7hmwxke/wnh2hghq76wnlzf7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTMmdG9rZW49cjh1eGU4em1kNmNvaDN6MzcyNmIyaGRudnBrcjRjN2htd3hrZQ== ) --> ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3z3726b2hdnvpkr4c7hmwxke/wnh2hghq76wnlzf7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTQmdG9rZW49cjh1eGU4em1kNmNvaDN6MzcyNmIyaGRudnBrcjRjN2htd3hrZQ== ) “Already bought! Remove me from this campaign.” ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3z3726b2hdnvpkr4c7hmwxke/wnh2hghq76wnlzf7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTQmdG9rZW49cjh1eGU4em1kNmNvaDN6MzcyNmIyaGRudnBrcjRjN2htd3hrZQ== ) Have a question for me? ----------------------- I'm here for you. Simply reply to this email and I'll do my best to respond as quickly and completely as possible. Thank you for being here—I appreciate you! © 2014 - 2026 VeryGoodCopy. All Rights Reserved. ​Unsubscribe ( https://7e38aeb9.unsubscribe.kit-mail3.com/r8uxe8zmd6coh3z3726b2hdnvpkr4c7hmwxke ) completely from the VeryGoodCopy newsletter (or manage your preferences ( https://preferences.kit-mail3.com/r8uxe8zmd6coh3z3726b2hdnvpkr4c7hmwxke )).

To stay subscribed to the VeryGoodCopy newsletter, but opt out of this promotion:​ Use the poll at the bottom of this email to remove yourself from this sales campaign. "What am I going to do?" says Freddy Rumsen. -------------------------------------------- He's standing outside of a bar with Don Draper. A yellow Checker Taxi is idling beside them. Both men are drunk, but their ties are still centered and clean, still flat against their crisp white shirts. "What am I gonna tell Violet?" Freddy says. He looks at Don, who looks away. "I don't know. It sounded like you had a plan?" "I'm not kidding, Don." His voice drops. "What am I going to do?" What do you tell someone who just got fired? -------------------------------------------- "It's not an ending," Don says. "It's a fresh start." Freddy shakes his head. "If I don't go into that office every day," he says, "who am I?" I wish this scene weren't real. ------------------------------- I wish it were just a Mad Men plot point. Just dialogue. Just something a fictional character said in a fictional show during a time that has nothing to do with right now. Except in a way, it is real. It's happening: Since AI arrived, I've heard my fellow writers and copywriters and marketers talk this way about themselves so many times I've lost count. In so many words, they say to me what Freddy said to Don: "Who am I?" What do you tell someone who feels like they're losing their identity? ----------------------------------------------------------------- What do you tell someone who feels like their hard-earned skills are obsolete? "Let me see your last email," I say. "Let me show you something." What happens next makes them smile—sometimes it even makes them cry—because they realize... It's really not an ending. -------------------------- It really is a fresh start. Let me show you something, too: ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvrxwmlughv0xp8p9c9hpk0en/7qhrep75b8h9l5pvp9fz/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) This pre-sale ends soon: Friday, April 3 @ 5 pm CST ​ Customers automatically become members of This training is on pre-sale for 70% off. Interested? --> ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvrxwmlughv0xp8p9c9hpk0en/wnh2hghq76v9vxt7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTEmdG9rZW49djh1cDQzZWt3OGlyaHZyeHdtbHVnaHYweHA4cDljOWhwazBlbg== ) “Yes! It’s a great deal…” ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvrxwmlughv0xp8p9c9hpk0en/wnh2hghq76v9vxt7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTEmdG9rZW49djh1cDQzZWt3OGlyaHZyeHdtbHVnaHYweHA4cDljOWhwazBlbg== ) --> ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvrxwmlughv0xp8p9c9hpk0en/wnh2hghq76v9vxt7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTImdG9rZW49djh1cDQzZWt3OGlyaHZyeHdtbHVnaHYweHA4cDljOWhwazBlbg== ) “I’m still deciding…” ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvrxwmlughv0xp8p9c9hpk0en/wnh2hghq76v9vxt7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTImdG9rZW49djh1cDQzZWt3OGlyaHZyeHdtbHVnaHYweHA4cDljOWhwazBlbg== ) --> ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvrxwmlughv0xp8p9c9hpk0en/wnh2hghq76v9vxt7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTMmdG9rZW49djh1cDQzZWt3OGlyaHZyeHdtbHVnaHYweHA4cDljOWhwazBlbg== ) “Definitely not. Remove me from this campaign.” ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvrxwmlughv0xp8p9c9hpk0en/wnh2hghq76v9vxt7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTMmdG9rZW49djh1cDQzZWt3OGlyaHZyeHdtbHVnaHYweHA4cDljOWhwazBlbg== ) --> ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvrxwmlughv0xp8p9c9hpk0en/wnh2hghq76v9vxt7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTQmdG9rZW49djh1cDQzZWt3OGlyaHZyeHdtbHVnaHYweHA4cDljOWhwazBlbg== ) “Already bought! Remove me from this campaign.” ( https://7e38aeb9.click.kit-mail3.com/v8up43ekw8irhvrxwmlughv0xp8p9c9hpk0en/wnh2hghq76v9vxt7/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTQmdG9rZW49djh1cDQzZWt3OGlyaHZyeHdtbHVnaHYweHA4cDljOWhwazBlbg== ) Have a question for me? ----------------------- I'm here for you. Simply reply to this email and I'll do my best to respond as quickly and completely as possible. Thank you for being here—I appreciate you! © 2014 - 2026 VeryGoodCopy. All Rights Reserved. ​Unsubscribe ( https://7e38aeb9.unsubscribe.kit-mail3.com/v8up43ekw8irhvrxwmlughv0xp8p9c9hpk0en ) completely from the VeryGoodCopy newsletter (or manage your preferences ( https://preferences.kit-mail3.com/v8up43ekw8irhvrxwmlughv0xp8p9c9hpk0en )).

Want to stay subscribed to the VeryGoodCopy newsletter, but opt out of this promotion?​ Please use the poll at the bottom of this email to remove yourself from this VGC Training campaign. If you... --------- Buy Transformational Sales Emails ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2go750urh4pdw4o8u7h6rzqp/25hpx72xsoh399zn0lu3/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) for 70% off during this pre-sale ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2go750urh4pdw4o8u7h6rzqp/3oh0zqvkbkh3mmlv9xur/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ), you will become my customer. If you become my customer, you will get added to my brand new customer-only email list: As a VGC Insider... ------------------- Your email address will get tagged and segmented from the rest of my list, so you'll enjoy an array of benefits that are completely unavailable to almost 97% of VeryGoodCopy email subscribers. For example: 1. I’ll definitely see and read your emails, and respond to you: ---------------------------------------------------------------- I value every VGC subscriber and follower, but I'm just not able to reply to every email, DM, and comment (and I refuse to let AI impersonate me). But I can promise a relatively small and select group of VIPs—my customers—a unique level of personal attention and care. 2. You’ll have priority access: ------------------------------- As an Insider you will have a free direct line to me. You can use this line for typical customer service requests, of course, but also for anything else you'd like to ask me or tell me: As long as you reply directly to an Insiders email, your message will go straight to the top of my inbox. 3. You’ll get exclusive offers: ------------------------------- As an Insider, you'll also get exclusive things from me, including first access to limited offers, like new products and waitlists as well as private sessions, sponsorship slots, capped cohorts, and so on. 4. You’ll see experimental content: ----------------------------------- Be first to see some of my unpublished work, including "experimental" trainings and micro-lessons. (I may send you something I'm working on and simply ask you to reply with feedback. Over the years I’ve met some of my best collaborators, and friends, this way.) If you’re reading this and you already bought the training... ------------------------------------------------------------- WELCOME! 🎉 Your first Insiders email will arrive shortly after this pre-sale ends. It will announce all of this launch’s prize winners. 😉 Of course, if you ever want to leave the Insiders list, each send will contain a poll (just like the one at the bottom of this email), which you can use to reliably remove yourself. Become a VGC Insider today... ----------------------------- Pick up Transformational Sales Emails ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2go750urh4pdw4o8u7h6rzqp/3oh0zq5kukh3mmlv9xur/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) before this pre-sale ends and the price more than TRIPLES: ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2go750urh4pdw4o8u7h6rzqp/p8hp5gexu9h466085riq/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) This pre-sale ends soon: Friday, April 3 @ 5 pm CST ​ This training is on pre-sale for 70% off. Interested? --> ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2go750urh4pdw4o8u7h6rzqp/8ghqhohoddvkpzbk/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTEmdG9rZW49Mzh1Z29weHF6bGNraDJnbzc1MHVyaDRwZHc0bzh1N2g2cnpxcA== ) “Yes! It’s a great deal…” ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2go750urh4pdw4o8u7h6rzqp/8ghqhohoddvkpzbk/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTEmdG9rZW49Mzh1Z29weHF6bGNraDJnbzc1MHVyaDRwZHc0bzh1N2g2cnpxcA== ) --> ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2go750urh4pdw4o8u7h6rzqp/8ghqhohoddvkpzbk/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTImdG9rZW49Mzh1Z29weHF6bGNraDJnbzc1MHVyaDRwZHc0bzh1N2g2cnpxcA== ) “I’m still deciding…” ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2go750urh4pdw4o8u7h6rzqp/8ghqhohoddvkpzbk/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTImdG9rZW49Mzh1Z29weHF6bGNraDJnbzc1MHVyaDRwZHc0bzh1N2g2cnpxcA== ) --> ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2go750urh4pdw4o8u7h6rzqp/8ghqhohoddvkpzbk/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTMmdG9rZW49Mzh1Z29weHF6bGNraDJnbzc1MHVyaDRwZHc0bzh1N2g2cnpxcA== ) “Definitely not. Remove me from this campaign.” ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2go750urh4pdw4o8u7h6rzqp/8ghqhohoddvkpzbk/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTMmdG9rZW49Mzh1Z29weHF6bGNraDJnbzc1MHVyaDRwZHc0bzh1N2g2cnpxcA== ) --> ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2go750urh4pdw4o8u7h6rzqp/8ghqhohoddvkpzbk/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTQmdG9rZW49Mzh1Z29weHF6bGNraDJnbzc1MHVyaDRwZHc0bzh1N2g2cnpxcA== ) “Already bought! Remove me from this campaign.” ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2go750urh4pdw4o8u7h6rzqp/8ghqhohoddvkpzbk/aHR0cHM6Ly9wb2xscy5raXQuY29tLzQwOTI0P29wdGlvbl9pZD0xNDc0NTQmdG9rZW49Mzh1Z29weHF6bGNraDJnbzc1MHVyaDRwZHc0bzh1N2g2cnpxcA== ) Have a question for me? ----------------------- I'm here for you. Simply reply to this email and I'll do my best to respond as quickly and completely as possible. Thank you for being here—I appreciate you! © 2014 - 2026 VeryGoodCopy. All Rights Reserved. ​Unsubscribe ( https://7e38aeb9.unsubscribe.kit-mail3.com/38ugopxqzlckh2go750urh4pdw4o8u7h6rzqp ) completely from the VeryGoodCopy newsletter (or manage your preferences ( https://preferences.kit-mail3.com/38ugopxqzlckh2go750urh4pdw4o8u7h6rzqp )).

Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/wvuw62rgoxaghk654k3u7hnz2mq74b8h4q2m9/3ohphkh3mmvkveur/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.kit-mail3.com/wvuw62rgoxaghk654k3u7hnz2mq74b8h4q2m9/n2hohvhvqqele7i6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. Sorry, folks... Yesterday's email hit a technical snag: a glitch kept many subscribers from receiving it, and those who did found the links broken. It's all fixed now, but if this issue impacted you, I've included yesterday's send below. Enjoy! Slopaganda: ******* Enjoy!​ ​ ******* Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.kit-mail3.com/wvuw62rgoxaghk654k3u7hnz2mq74b8h4q2m9/48hkrr7vsehmllk7kxix/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ "The King and the Beggar-maid" | Edmund Blair Leighton (1853–1922) When you’re writing copy: ------------------------- The research you do is wayyy more important than the actual writing…until it’s not. Let me explain by way of Ed Mayer, who founded NYU's direct marketing program. Mayer invented the monumental 40-40-20 Rule: -------------------------------------------- Do you have the right market for your message? (That's 40%.) Do you have the right offer for your market? (Another 40%.) Yes to both? Congrats! You’re 80% of the way there: “ Eighty percent of any direct-marketing campaign’s success depends on putting a great offer in front of the right market." — Ed Mayer The remaining 20% depends on the creative: How well did you write and design the message? And how did you format it? All that work—copy, design, formatting—makes up only 20% of the pie. “ I can write the ad on a paper bag in crayon, but if it’s the right offer for the right person at the right time, it will sell.” — Richard Sears, the "Grandfather of Direct Marketing" So yes… Research, initially, deserves the bulk of your effort… ------------------------------------------------------ But once you understand your market and you know what it wants, your focus must shift to the creative. Namely, the copy. (In direct marketing, the job of design and formatting is to get the copy read.) “The copy is the least important...until it’s not," said publisher Brian Kurtz, who sold millions of books via direct mail. "Once you have your audience and your offer dialed in, the messaging, the copy, becomes the most important." Kurtz worked with dozens of copywriting titans, including Eugene Schwartz and Gary Bencivenga. “In every campaign I’ve ever done—and I’ve done thousands—the biggest lifts were all based on the copy.” “ In every campaign I’ve ever done—and I’ve done thousands—the biggest lifts were all based on the copy.” — Brian Kurtz So you can augment the research all you want: you can segment your list; you can change your premiums; your bonuses; your pricing. But doing so will almost never transform your response the way changing your creative can... Copy, ultimately, is the greatest conversion lever you can pull. ---------------------------------------------------------------- My upcoming training, Transformational Sales Emails ( https://7e38aeb9.click.kit-mail3.com/wvuw62rgoxaghk654k3u7hnz2mq74b8h4q2m9/58hzrovvh7hgxxl4l4a6/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ), which I’m currently pre-selling ( https://7e38aeb9.click.kit-mail3.com/wvuw62rgoxaghk654k3u7hnz2mq74b8h4q2m9/7qhre9qma8h9ll3x3xfz/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) for 70% off, will show you how to do both: * How to RESEARCH like the masters (but way faster). * How to WRITE emotional copy. Let me explain... 1. How to RESEARCH like the masters (but way faster)↴ ----------------------------------------------------- The research method I teach inside Transformational Sales Emails ( https://7e38aeb9.click.kit-mail3.com/wvuw62rgoxaghk654k3u7hnz2mq74b8h4q2m9/qvh3w98lu7hdwwqlqlul/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) follows the same classic approach used by the masters of conversion copywriting. Schwartz and Halbert and Makepeace, to name a few. These pioneers worked to understand both the conscious and the unconscious motivations of their market: not only what the prospect wants, but why they want it... It worked then. It still works now. It will always work. It's a proven approach that leads to extraordinary ads because, by the end of the process, the copywriter often understands the buyer more clearly and completely than the buyer knows themselves. I didn't invent this timeless method, but after studying it ad nauseam and using it literally hundreds of times throughout my career, I have, I believe, simplified it. And thanks to AI, I've also streamlined it. Now I get better, richer, more potent and useable information in far less time—and you will, too... ​Transformational Sales Emails ( https://7e38aeb9.click.kit-mail3.com/wvuw62rgoxaghk654k3u7hnz2mq74b8h4q2m9/3oh0z3p6skh3mmvkvkfr/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) will give you a step-by-step system for powerful, reliable AI-driven market research. No, this isn't an "AI copywriting" training, per se, but it does show you how to leverage technology that delivers more nuanced market intelligence faster than ever. Then it shows you what to do with this info, how to turn it into an undeniably entertaining and persuasive message: 2. How to WRITE emotional copy↴ ------------------------------- "In reality," said internet marketing innovator, Ken McCarthy, "great ad copy comes from passionate caring, not BS, hype, and con artistry." “ Great ad copy comes from passionate caring..." — Ken McCarthy Yesss. When you care about writing well—with truth and resonance and emotion—the reader can tell. Like home cooking, you cannot fake it. This is why there's epic demand for great copywriters right now. ---------------------------------------------------------------- Last month, Business Insider even published a feature about it: Because while AI can write, it can only write relentlessly, unquestionably average copy. Dead center, middle-of-the-road stuff: slopaganda slo·pa·gan·da ​n. ​ The flood of hastily generated, AI-produced messaging designed to persuade, but too average to move anyone. ​ "My inbox is wall-to-wall slopaganda!" These days, with good research in hand, anybody can slop up a 5-out-of-10 sales email in seconds. But will it get read, much less be arresting, much less compel action at the same rate as a thoughtful, intentional, emotional email written by—ahem—you? Almost certainly not. To act, the reader must truly feel something. Emotion, more than anything else, drives response. For example: ------------ Aurora is a VeryGoodCopy newsletter subscriber. We’ve never met. I don’t know her. But after she read one of my micro-lessons, she felt compelled to reply and share how my writing affected her: Once more, a bit louder this time: Emotion, more than anything else, drives response. -------------------------------------------------- So I’ve mined my best VeryGoodCopy micro-lessons for the writing and storytelling techniques that make them so moving: I teach these techniques inside the training: --------------------------------------------- I demonstrate the many ways I leverage my unique VGC writing style to create emotional sales copy, emails designed to compel the reader to immediately take the next appropriate step in the buying process. Of course... In marketing, context is everything… ------------------------------------ So that “next appropriate step” will vary depending on your product and market: If you’re emailing a warm list about a relatively inexpensive DTC product, then sure, “Buy Now” may very well be the next step. Click, checkout, done. Onward. But what if you’re sending one-off emails to cold prospects about a B2B SaaS with a six-month sales cycle? The next step is not a purchase. It’s a demo, or a free trial, or something else that qualifies or warms up the prospect. ​​Transformational Sales Emails ( https://7e38aeb9.click.kit-mail3.com/wvuw62rgoxaghk654k3u7hnz2mq74b8h4q2m9/n2hqxvodsvhvqqelelf6/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) shows you how to meet the buyer where they are, so they feel seen, understood, and motivated to take the next step in the sales process, whatever that may be. An effective sales email will always move the prospect closer to a purchase. If your copy gradually moves the buyer forward, you can sell anything, which is why this training will work for any industry. For example: In November, 2025: ------------------ I delivered my highest-paying client project, an email campaign. (I’m not going to share the number. I don’t advertise my income. But suffice it to say, when it comes to writing copy for someone else’s business, I’ve never earned more. For me, at least, it was an eye-popping sum.) I presented the campaign via Zoom. I was in my home office. The client’s team, half a dozen people, gathered together in a conference room to listen to me. “Hey folks,” I said. -------------------- Everyone said hello. “Let’s get started.” I shared my screen. “First I’m gonna read the emails,” I said, “then I’ll show my work, like math class.” I smiled and the room chuckled politely. The marketing director, the person who hired me, was sat at the head of the conference table. She closed her laptop and leaned forward. She kept her hand in a fist under her chin as I read the first email in the sequence. I read the subject line, the preview text, and the body copy as the group followed along on my screen. I read for about 90 seconds before the words ran out and the email ended. I looked up. Nobody spoke. Then: “Eddie—” said the boss. “Eddie—” -------------------------------- She put her forearms on the table and looked around the room. “Yes?” I said. “Eddie, how did you do that?” “How did I do it?” “How did you write like that about us?” she said. “About our product of all things.” I nodded and switched tabs. “I’ll show you exactly.” Fact is: -------- I can write this way about anything, including whatever you are selling. As long as you have a good product for a specific market, I can write like “that” about it. And so can you... Let me show you exactly, too: ( https://7e38aeb9.click.kit-mail3.com/wvuw62rgoxaghk654k3u7hnz2mq74b8h4q2m9/z2hvdeevhnhe660m0map/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) This pre-sale ends soon: Friday, April 3 @ 5 pm CST ​ Have a question for me? ----------------------- I'm here for you. Simply reply to this email and I'll do my best to respond as quickly and completely as possible. Thank you for being here—I appreciate you! ( https://7e38aeb9.click.kit-mail3.com/wvuw62rgoxaghk654k3u7hnz2mq74b8h4q2m9/n2hq5g0kavhvqqele7i6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) © 2014 - 2026 VeryGoodCopy. All Rights Reserved. ​Unsubscribe ( https://7e38aeb9.unsubscribe.kit-mail3.com/wvuw62rgoxaghk654k3u7hnz2mq74b8h4q2m9 ) completely from the VeryGoodCopy newsletter (or manage your preferences ( https://preferences.kit-mail3.com/wvuw62rgoxaghk654k3u7hnz2mq74b8h4q2m9 )).

Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5evpkqcohp0dlvzpf9hn7d3e/reh8hohmd4643nf2/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5evpkqcohp0dlvzpf9hn7d3e/08hwh9h2evlv9ncl/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5evpkqcohp0dlvzpf9hn7d3e/l2h96mkdcmhl2exeneb6/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) Slopaganda: ******* Enjoy!​ ​ ******* Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5evpkqcohp0dlvzpf9hn7d3e/8gh2zz8qsohodzrz2wak/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ "The King and the Beggar-maid" | Edmund Blair Leighton (1853–1922) When you’re writing copy: ------------------------- The research you do is wayyy more important than the actual writing…until it’s not. Let me explain by way of Ed Mayer, who founded NYU's direct marketing program. Mayer invented the monumental 40-40-20 Rule: -------------------------------------------- Do you have the right market for your message? (That's 40%.) Do you have the right offer for your market? (Another 40%.) Yes to both? Congrats! You’re 80% of the way there: “ Eighty percent of any direct-marketing campaign’s success depends on putting a great offer in front of the right market." — Ed Mayer The remaining 20% depends on the creative: How well did you write and design the message? And how did you format it? All that work—copy, design, formatting—makes up only 20% of the pie. “ I can write the ad on a paper bag in crayon, but if it’s the right offer for the right person at the right time, it will sell.” — Richard Sears, the "Grandfather of Direct Marketing" So yes… Research, initially, deserves the bulk of your effort… ------------------------------------------------------ But once you understand your market and you know what it wants, your focus must shift to the creative. Namely, the copy. (In direct marketing, the job of design and formatting is to get the copy read.) “The copy is the least important...until it’s not," said publisher Brian Kurtz, who sold millions of books via direct mail. "Once you have your audience and your offer dialed in, the messaging, the copy, becomes the most important." Kurtz worked with dozens of copywriting titans, including Eugene Schwartz and Gary Bencivenga. “In every campaign I’ve ever done—and I’ve done thousands—the biggest lifts were all based on the copy.” “ In every campaign I’ve ever done—and I’ve done thousands—the biggest lifts were all based on the copy.” — Brian Kurtz So you can augment the research all you want: you can segment your list; you can change your premiums; your bonuses; your pricing. But doing so will almost never transform your response the way changing your creative can... Copy, ultimately, is the greatest conversion lever you can pull. ---------------------------------------------------------------- My upcoming training, Transformational Sales Emails ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5evpkqcohp0dlvzpf9hn7d3e/9qhmrdzzhnhdw05060c9/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ), which I’m currently pre-selling ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5evpkqcohp0dlvzpf9hn7d3e/x0hw3rxqt6he2oqopoa5/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) for 70% off, will show you how to do both: * How to RESEARCH like the masters (but way faster). * How to WRITE emotional copy. Let me explain... 1. How to RESEARCH like the masters (but way faster)↴ ----------------------------------------------------- The research method I teach inside Transformational Sales Emails ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5evpkqcohp0dlvzpf9hn7d3e/n2hqxvomivhvqm7mxmb6/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) follows the same classic approach used by the masters of conversion copywriting. Schwartz and Halbert and Makepeace, to name a few. These pioneers worked to understand both the conscious and the unconscious motivations of their market: not only what the prospect wants, but why they want it... It worked then. It still works now. It will always work. It's a proven approach that leads to extraordinary ads because, by the end of the process, the copywriter often understands the buyer more clearly and completely than the buyer knows themselves. I didn't invent this timeless method, but after studying it ad nauseam and using it literally hundreds of times throughout my career, I have, I believe, simplified it. And thanks to AI, I've also streamlined it. Now I get better, richer, more potent and useable information in far less time—and you will, too... ​Transformational Sales Emails ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5evpkqcohp0dlvzpf9hn7d3e/rehld78vtohmd46434c2/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) will give you a step-by-step system for powerful, reliable AI-driven market research. No, this isn't an "AI copywriting" training, per se, but it does show you how to leverage technology that delivers more nuanced market intelligence faster than ever. Then it shows you what to do with this info, how to turn it into an undeniably entertaining and persuasive message: 2. How to WRITE emotional copy↴ ------------------------------- "In reality," said internet marketing innovator, Ken McCarthy, "great ad copy comes from passionate caring, not BS, hype, and con artistry." “ Great ad copy comes from passionate caring..." — Ken McCarthy Yesss. When you care about writing well—with truth and resonance and emotion—the reader can tell. Like home cooking, you cannot fake it. This is why there's epic demand for great copywriters right now. ---------------------------------------------------------------- Last month, Business Insider even published a feature about it: Because while AI can write, it can only write relentlessly, unquestionably average copy. Dead center, middle-of-the-road stuff: slopaganda slo·pa·gan·da ​n. ​ The flood of hastily generated, AI-produced messaging designed to persuade, but too average to move anyone. ​ "My inbox is wall-to-wall slopaganda!" These days, with good research in hand, anybody can slop up a 5-out-of-10 sales email in seconds. But will it get read, much less be arresting, much less compel action at the same rate as a thoughtful, intentional, emotional email written by—ahem—you? Almost certainly not. To act, the reader must truly feel something. Emotion, more than anything else, drives response. For example: ------------ Aurora is a VeryGoodCopy newsletter subscriber. We’ve never met. I don’t know her. But after she read one of my micro-lessons, she felt compelled to reply and share how my writing affected her: Once more, a bit louder this time: Emotion, more than anything else, drives response. -------------------------------------------------- So I’ve mined my best VeryGoodCopy micro-lessons for the writing and storytelling techniques that make them so moving: I teach these techniques inside the training: --------------------------------------------- I demonstrate the many ways I leverage my unique VGC writing style to create emotional sales copy, emails designed to compel the reader to immediately take the next appropriate step in the buying process. Of course... In marketing, context is everything… ------------------------------------ So that “next appropriate step” will vary depending on your product and market: If you’re emailing a warm list about a relatively inexpensive DTC product, then sure, “Buy Now” may very well be the next step. Click, checkout, done. Onward. But what if you’re sending one-off emails to cold prospects about a B2B SaaS with a six-month sales cycle? The next step is not a purchase. It’s a demo, or a free trial, or something else that qualifies or warms up the prospect. ​​Transformational Sales Emails ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5evpkqcohp0dlvzpf9hn7d3e/08he7vwmh9h2evlv9vsl/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) shows you how to meet the buyer where they are, so they feel seen, understood, and motivated to take the next step in the sales process, whatever that may be. An effective sales email will always move the prospect closer to a purchase. If your copy gradually moves the buyer forward, you can sell anything, which is why this training will work for any industry. For example: In November, 2025: ------------------ I delivered my highest-paying client project, an email campaign. (I’m not going to share the number. I don’t advertise my income. But suffice it to say, when it comes to writing copy for someone else’s business, I’ve never earned more. For me, at least, it was an eye-popping sum.) I presented the campaign via Zoom. I was in my home office. The client’s team, half a dozen people, gathered together in a conference room to listen to me. “Hey folks,” I said. -------------------- Everyone said hello. “Let’s get started.” I shared my screen. “First I’m gonna read the emails,” I said, “then I’ll show my work, like math class.” I smiled and the room chuckled politely. The marketing director, the person who hired me, was sat at the head of the conference table. She closed her laptop and leaned forward. She kept her hand in a fist under her chin as I read the first email in the sequence. I read the subject line, the preview text, and the body copy as the group followed along on my screen. I read for about 90 seconds before the words ran out and the email ended. I looked up. Nobody spoke. Then: “Eddie—” said the boss. “Eddie—” -------------------------------- She put her forearms on the table and looked around the room. “Yes?” I said. “Eddie, how did you do that?” “How did I do it?” “How did you write like that about us?” she said. “About our product of all things.” I nodded and switched tabs. “I’ll show you exactly.” Fact is: -------- I can write this way about anything, including whatever you are selling. As long as you have a good product for a specific market, I can write like “that” about it. And so can you... Let me show you exactly, too: ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5evpkqcohp0dlvzpf9hn7d3e/kkh5gdd5u6hnwrxr5rcl/aHR0cHM6Ly92ZXJ5Z29vZGNvcHkubXlrYWphYmkuY29tL29mZmVycy9BRXpzcUZvWS9jaGVja291dA== ) This pre-sale ends soon: Friday, April 3 @ 5 pm CST ​ Have a question for me? ----------------------- I'm here for you. Simply reply to this email and I'll do my best to respond as quickly and completely as possible. Thank you for being here—I appreciate you! ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5evpkqcohp0dlvzpf9hn7d3e/08hel0kra9h2evlv9ncl/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) © 2014 - 2026 VeryGoodCopy. All Rights Reserved. ​Unsubscribe ( https://7e38aeb9.unsubscribe.kit-mail3.com/68unkepmrwu8h5evpkqcohp0dlvzpf9hn7d3e ) completely from the VeryGoodCopy newsletter (or manage your preferences ( https://preferences.kit-mail3.com/68unkepmrwu8h5evpkqcohp0dlvzpf9hn7d3e )).

Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/8kuw4qz2v0aoh2d40rockhkgnnqezh3homk0r/58hvh7hgx36qq3t6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.kit-mail3.com/8kuw4qz2v0aoh2d40rockhkgnnqezh3homk0r/25h2hoh39lm666b3/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. ( https://7e38aeb9.click.kit-mail3.com/8kuw4qz2v0aoh2d40rockhkgnnqezh3homk0r/kkho88wpt6hnwzxrrwsl/aHR0cHM6Ly9mb3Jtcy5nbGUvMmVBWWtqYmVVMWlWRVlxRUE= ) ( https://7e38aeb9.click.kit-mail3.com/8kuw4qz2v0aoh2d40rockhkgnnqezh3homk0r/6qhdpeqxu8hlrx9zzeto/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ) If you already own VeryGoodCopy: The Book ( https://7e38aeb9.click.kit-mail3.com/8kuw4qz2v0aoh2d40rockhkgnnqezh3homk0r/rehlzwwmcohmdk644zf2/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ), please go here ( https://7e38aeb9.click.kit-mail3.com/8kuw4qz2v0aoh2d40rockhkgnnqezh3homk0r/l2h98qq2hmhl2qxee9c6/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r ). Thanks! ********************************* An encore micro-lesson for you... ********************************* Being a copywriter: *********************** Enjoy 401 words below ↴ ​ *********************** Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.kit-mail3.com/8kuw4qz2v0aoh2d40rockhkgnnqezh3homk0r/qvhm4408s7hdwekzzzal/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ Image: Steven M. Bellovin It’s 1968: ---------- Don Draper, the creative director at an ad agency, meets Lloyd Hawley, a supervisor at LeaseTech, a company that installs computers, which, back then, took up an entire room. “You must have a hell of a business right now,” Don says, gesturing towards the machine Lloyd’s team is wheeling into his office. “We’ll see,” says Lloyd. “It’s tough, because we both sell IBM’s product and compete with them.” “Who’s winning?” Don says. “Who’s replacing more humans?” “Well I go into businesses every day,” says Lloyd, “and it’s been my experience these machines can be a metaphor for whatever’s on people’s minds.” “Because they’re afraid of computers?” says Don. “Yes,” Lloyd says. “This machine is frightening to people, but it’s made by people.” “And people aren’t frightening?” “It’s not that,” Lloyd says. “It’s more of a cosmic disturbance. This machine is intimidating because it contains infinite quantities of information, and that’s threatening, because human existence is finite.” He shifts his weight. “But isn’t it Godlike that we’ve mastered the infinite? The IBM 360 can count more stars in a day than we can in a lifetime.” Don looks at him. “But what man laid on his back counting stars and thought about a number?” Don Draper (Jon Hamm) walks past the IBM 360. | Mad Men S7; E4 This conversation is fiction, an excerpt from Mad Men. ------------------------------------------------------ But the sentiment—the fear—is real, an accurate reflection of the tension people felt in the late 1960s when the emergence of computers was both a practical threat and an existential one. Back then technology evoked awe for what humans created, but also anxiety over being eclipsed by it. In 2026, people everywhere, in almost every line of work, feel the same way. Once again, we’re feeling this insecurity, this dread, this loss of control, a “cosmic disturbance” as Lloyd puts it. It’s dehumanizing, in a way, a poignant reminder of our own finitude: “The IBM 360,” Lloyd says, “can count more stars in a day than we can in a lifetime.” “But what man laid on his back counting stars and thought about a number?” says Don. As a copywriter, I love this exchange and think about it often. --------------------------------------------------------------- I think about Don’s position, about his reluctance to quantify the stars. Instead, he prefers to dream about them, to create stories about them. This mindset—this propensity to imagine and wonder and make meaning rather than merely calculate—is a big part of being a copywriter. Thank you for reading! ​ ​Before you go, feel free to check out my book ( https://7e38aeb9.click.kit-mail3.com/8kuw4qz2v0aoh2d40rockhkgnnqezh3homk0r/48hwzpxeiehmlwxvv8fx/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ). 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Learn more→ ( https://7e38aeb9.click.kit-mail3.com/8kuw4qz2v0aoh2d40rockhkgnnqezh3homk0r/48hk3zx4uehmlwxvvxax/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )​ ( https://7e38aeb9.click.kit-mail3.com/8kuw4qz2v0aoh2d40rockhkgnnqezh3homk0r/p8hgx4kwh9h46rqmmouq/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r )If you already own a copy, please read this→ ( https://7e38aeb9.click.kit-mail3.com/8kuw4qz2v0aoh2d40rockhkgnnqezh3homk0r/qvhmn78rf7hdwekzz5ul/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r )​ © 2014 - 2026 VeryGoodCopy. All Rights Reserved. ​Unsubscribe ( https://7e38aeb9.unsubscribe.kit-mail3.com/8kuw4qz2v0aoh2d40rockhkgnnqezh3homk0r ) completely from the VeryGoodCopy newsletter (or manage your preferences ( https://preferences.kit-mail3.com/8kuw4qz2v0aoh2d40rockhkgnnqezh3homk0r )).

Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2meo2ebrh4p6g79rs7h6rzqp/vqh3hrho0evrxpbg/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2meo2ebrh4p6g79rs7h6rzqp/l2hehmhl26n70ls6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. 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Thanks! ********************************* An encore micro-lesson for you... ********************************* How to own a story: *********************** Enjoy 372 words below ↴ ​ *********************** Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2meo2ebrh4p6g79rs7h6rzqp/m2h2oow7s5h35mqzg3sm/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ “How do you manufacture your tequila?” says the copywriter. ----------------------------------------------------------- The client nods. “Same way our competitors do,” he says. “We plant the agave, wait seven years, then harvest it by hand.” “Seven years?” The client nods again. “That’s how long it takes the plant to mature,” he says. “Then we steam-bake it in a wood oven for 79 hours.” “What does that do?” “It converts the agave’s starch into sugar.” “Ah.” “Then, after it’s been baked, we shred it into long, thin fibers,” says the client. “Then we mash those fibers under a heavy stone wheel that squeezes out the nectar, the juice. Then we put that juice in a wooden container and add some yeast and let it ferment,” he says. “The sugars turn to alcohol.” “Yep,” says the copywriter. She’s taking notes. “Then what?” “Then we transfer the fermented juice into a big copper tank and distill it a couple of times.” “And then?” “And then we bottle it.” “And then?” “And then we ship it.” “Got it,” says the copywriter. “Thanks for sharing that. Really interesting.” “Of course. Glad you appreciate it.” “I’d like to write about your process in the ad.” ------------------------------------------------- “My process?” The client furrows his brow and palms his chest. “It’s not mine. There’s nothing proprietary about it. Our competitors do this, too. It’s an industry standard.” “I understand,” says the copywriter, “but you’ll be the one saying it first.” A highly skilled "jimador" harvesting agave. When you say something first, you own it. ----------------------------------------- “Preemptive claims” create an association with your brand, especially if you’re selling a commodity. This is a timeless tactic. Copywriting pioneer Claude Hopkins, for example, used preemptive claims back in the 1920s when advertising Schlitz beer. After visiting the factory and seeing the manufacturing process, he wrote ads with headlines such as “Every Bottle Sterilized” and “Bottled Purity.” Was Schlitz the only beer maker to sterilize its bottles or filter its product? Of course not. Every beer company did these things. But Schlitz was the first to advertise it, which created a positive association with the brand while simultaneously sowing uncertainty about the competition’s product. The client repeats himself: --------------------------- "But it's an industry standard..." "Yes, but when you say something first," says the copywriter, "you own it." Thank you for reading! ​ ​Before you go...feel free to check out my book ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2meo2ebrh4p6g79rs7h6rzqp/z2hvxewohnhe6pkx4whp/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ). Or, if you already own it, please go here ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2meo2ebrh4p6g79rs7h6rzqp/7qhrm7d5c8h9lw65k3sz/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r ). Thanks again and see ya in the next one... ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2meo2ebrh4p6g79rs7h6rzqp/l2h974n5bmhl26n70ls6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) Psst...whenever you're ready, there are a few ways I can help you: ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2meo2ebrh4p6g79rs7h6rzqp/m2h2v64rb5h35mqzg3sm/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )One guy doing just one thing at a world-class level. 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Learn more→ ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2meo2ebrh4p6g79rs7h6rzqp/z2hp3xw0unhe6pkx46tp/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )​ ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2meo2ebrh4p6g79rs7h6rzqp/wnhgd6pmhghq7xk65gu7/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r )If you already own a copy, please read this→ ( https://7e38aeb9.click.kit-mail3.com/38ugopxqzlckh2meo2ebrh4p6g79rs7h6rzqp/m2h2v678c5h35mqzgwhm/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r )​ © 2014 - 2026 VeryGoodCopy. All Rights Reserved. ​Unsubscribe ( https://7e38aeb9.unsubscribe.kit-mail3.com/38ugopxqzlckh2meo2ebrh4p6g79rs7h6rzqp ) completely from the VeryGoodCopy newsletter (or manage your preferences ( https://preferences.kit-mail3.com/38ugopxqzlckh2meo2ebrh4p6g79rs7h6rzqp )).

Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/4zu9zvrk64fehplkg97ixh6mvl6r2c5h6m4qv/3ohphkh3m92nwgur/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.kit-mail3.com/4zu9zvrk64fehplkg97ixh6mvl6r2c5h6m4qv/n2hohvhvq5xkdph6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. 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Thanks! ********************************* An encore micro-lesson for you... ********************************* The inner drama of copywriting: *********************** Enjoy 452 words below ↴ ​ *********************** Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.kit-mail3.com/4zu9zvrk64fehplkg97ixh6mvl6r2c5h6m4qv/48hkrr7vsehmlqpnoebx/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ In 1969... ---------- Fred Rogers appeared before the U.S. Senate Commerce Committee requesting funds to help support the growth of a new concept. Back then, he referred to it as national public television. Now, it’s called the Public Broadcasting Service, or PBS. Fred Rogers, of course, is the creator of Mister Rogers’ Neighborhood, a composite of songs, puppets, lessons, and ideas for children. I watched his show when I was small. I sat on the carpet, crossed my legs, and was transfixed. “Alright, Rogers,” said John Pastore, the Senator from Rhode Island, “you got da floor.” There was laughter, then silence. Fred Rogers talked about his show: ---------------------------------- “I’ve worked in the field of child development for six years now,” he said, “trying to understand the inner needs of children. We deal with such things as the—” he took a beat, “as the inner drama of childhood. We don’t have to bop somebody over the head to make drama on the screen,” he said. “We deal with such things as getting a haircut. Or the feelings about brothers and sisters. And the kind of anger that arises in simple family situations. I think it’s much more dramatic that two men could be working out their feelings of anger—” he paused again, “much more dramatic than showing something of gunfire.” “Do you narrate it?” said Senator Pastore. “I’m the host, yes,” said Mr. Rogers. He spoke in a calm, steady, soothing voice, like he does on his show. “And I do all the puppets and I write all the music and I write all the scripts.” “Well, I’m supposed to be a pretty tough guy,” said Senator Pastore, “and this is the first time I had goosebumps for the last two days.” “Well, I’m grateful,” said Mr. Rogers, “not only for your goosebumps but for your interest in our kind of communication.” Of course, this “kind of communication” is about the human condition: the ordinary things, situations, and drama that bond us, all of us, young and old. Fred Rogers appearing before the US Senate, 1969. Copywriters also communicate inner drama. ----------------------------------------- Like Fred Rogers, who expresses the emotions of getting a haircut, we copywriters express the emotions of something equally typical and profound, whatever it may be. And we are not doing it loudly, but calmly. And we’re not doing it sensationally, but in a genuine way, a realistic way. We are zooming in on moments that feel big to the person we’re writing for. And our reward is a meaningful connection, something true. This is copywriting. This is advertising. “Well, I think it’s wonderful,” said Senator Pastore. ----------------------------------------------------- “I think it’s wonderful,” he repeated, looking around the chamber. “Looks like you just earned the twenty million dollars.” There was laughter, then applause. Thank you for reading! ​ ​Before you go...feel free to check out my book ( https://7e38aeb9.click.kit-mail3.com/4zu9zvrk64fehplkg97ixh6mvl6r2c5h6m4qv/l2h93n5pimhl2vnzgxb6/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ). Or, if you already own it, please go here ( https://7e38aeb9.click.kit-mail3.com/4zu9zvrk64fehplkg97ixh6mvl6r2c5h6m4qv/8gh7zqmxaohodp2x47fk/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r ). Thanks again and see ya in the next one... ( https://7e38aeb9.click.kit-mail3.com/4zu9zvrk64fehplkg97ixh6mvl6r2c5h6m4qv/n2hq5g0kavhvq5xkdph6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) Psst...whenever you're ready, there are a few ways I can help you: ( https://7e38aeb9.click.kit-mail3.com/4zu9zvrk64fehplkg97ixh6mvl6r2c5h6m4qv/48hk3zxdiehmlqpnoebx/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )One guy doing just one thing at a world-class level. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/4zu9zvrk64fehplkg97ixh6mvl6r2c5h6m4qv/wnhgd6pghghq7vk3zpu7/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ ( https://7e38aeb9.click.kit-mail3.com/4zu9zvrk64fehplkg97ixh6mvl6r2c5h6m4qv/48hk3zxlcehmlqpnoocx/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLWxhbmRpbmctcGFnZXM= )Compel more landing page visitors to take action. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/4zu9zvrk64fehplkg97ixh6mvl6r2c5h6m4qv/rehm4eonaohmdv3599s2/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS92Z2MtbWFzdGVyY2xhc3M= )​ ( https://7e38aeb9.click.kit-mail3.com/4zu9zvrk64fehplkg97ixh6mvl6r2c5h6m4qv/l2hr235obmhl2vnk50t6/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )Above-the-fold ads start at only $999. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/4zu9zvrk64fehplkg97ixh6mvl6r2c5h6m4qv/m2h2v64na5h350qnkgum/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )​ ( https://7e38aeb9.click.kit-mail3.com/4zu9zvrk64fehplkg97ixh6mvl6r2c5h6m4qv/qvhmn7v5t7hdw240xkhl/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r )If you already own a copy, please read this→ ( https://7e38aeb9.click.kit-mail3.com/4zu9zvrk64fehplkg97ixh6mvl6r2c5h6m4qv/wnhgd62nbghq7vk3zlc7/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r )​ © 2014 - 2026 VeryGoodCopy. 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Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3dqprva2hdnp9z0gb7hmwxke/25h2hoh365wp43s3/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3dqprva2hdnp9z0gb7hmwxke/qvh8h7hdzxpmooil/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3dqprva2hdnp9z0gb7hmwxke/58h533k7i7hgqe2dk7s6/aHR0cHM6Ly9mb3Jtcy5nbGUvMmVBWWtqYmVVMWlWRVlxRUE= ) VeryGoodCopy is sponsored by ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3dqprva2hdnp9z0gb7hmwxke/l2h93nw5hmhleg7m6wf6/aHR0cHM6Ly93d3cuZnVubnktY29uLmNvbS8= ) ***************************** A new micro-lesson for you... ***************************** Too smart: *********************** Enjoy 325 words below ↴ ​ *********************** Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3dqprva2hdnp9z0gb7hmwxke/g3h7ggens5hmrvw866sr/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ The subject line: ----------------- "You’re Smarter Than You Realize" The sender: ----------- Scott Dikkers, creator of The Onion and FunnyCon ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3dqprva2hdnp9z0gb7hmwxke/e0hnex93t7h76xo3q5s8/aHR0cHM6Ly93d3cuZnVubnktY29uLmNvbS8= ) and many other great things, films and books and comic strips. I click the subject line and the email opens. It’s Scott’s newsletter ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3dqprva2hdnp9z0gb7hmwxke/6qhdk846b8hlzqe8nxto/aHR0cHM6Ly9zY290dGRpa2tlcnMuc3Vic3RhY2suY29tLw== ). The article inside is about one of the most common problems facing comedy writers. But when I read it, something’s immediately obvious to me… It's about one of the most common problems facing copywriters, too. ----------------------------------------------------------------- Just look: One of the most common problems writers of short comedy copy face is a direct result of their being too smart. Yes, if you’re a typical writer of short articles, sketches, or rants copy, you’re too smart. The problem starts when you spend too much time writing your piece copy. You try to pack it with meaning, layers, and complex ideas. You overthink it. Dense works of comedy copy are doomed to fail. They’re too complicated, and readers don’t understand them. No reader is paying as close attention as you might think. Unlike you, your readers are spending a few seconds, maybe minutes, reading your work copy. And they’re spending even less time thinking about it. And they’re spending no time trying to figure it out. Simplify. The main trick in short comedy copy isn’t writing something clever. It’s simplifying ideas enough for readers to easily understand them. When you’re writing, imagine that your reader is reading your work copy while barely focusing. Imagine they’re distracted. Imagine they’ll abandon your piece copy at the slightest difficulty. Because they will. Complicating a piece of writing copy is the quickest and easiest way to make a reader bail on it. A Mad Men scene comes to mind. ------------------------------ (Of course it does.) The one where Peggy, a copywriter, lobbies to make a campaign richer, more complex—and Don, the creative director, gives her another perspective: “You’re not an artist, Peggy, you solve problems,” he tells her. “Keep some tools in your toolbox.” Thanks for reading! ​ ​Before you go... feel free to check out my bestselling book ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3dqprva2hdnp9z0gb7hmwxke/8gh74e9ptohoz4n6qdfk/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ). Or, if you already own it, please see this ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3dqprva2hdnp9z0gb7hmwxke/owheovmziqhwpzdmgdcv/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r ). Thanks again and see ya in the next one... ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3dqprva2hdnp9z0gb7hmwxke/qvh3oxrvb7hdzxpmooil/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) Psst...whenever you're ready, there are a few ways I can help you: ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3dqprva2hdnp9z0gb7hmwxke/g3h7mqo5i5hmrvw866sr/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )One guy doing just one thing at a world-class level. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3dqprva2hdnp9z0gb7hmwxke/9qh976g9snhd07rvzzi9/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ ( https://7e38aeb9.click.kit-mail3.com/r8uxe8zmd6coh3dqprva2hdnp9z0gb7hmwxke/9qh976g3bnhd07rvzmh9/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLWxhbmRpbmctcGFnZXM= )Compel more landing page visitors to take action. 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Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/mvup67o23ni5hq59k54imhr2mr4zrf3h5w98n/6qheh8hlz8q5lzco/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.kit-mail3.com/mvup67o23ni5hq59k54imhr2mr4zrf3h5w98n/58hvh7hgqdeng2f6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. ( https://7e38aeb9.click.kit-mail3.com/mvup67o23ni5hq59k54imhr2mr4zrf3h5w98n/kkho88wpt6hnr075n0bl/aHR0cHM6Ly9mb3Jtcy5nbGUvMmVBWWtqYmVVMWlWRVlxRUE= ) ( https://7e38aeb9.click.kit-mail3.com/mvup67o23ni5hq59k54imhr2mr4zrf3h5w98n/l2h94eovtmhlemgnldf6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) Coming soon! But you can only get the steep early-bird discount, early access, launch prizes, and other perks if you join the waitlist, which CLOSES TODAY ↴ -->JOIN WAITLIST ( https://7e38aeb9.click.kit-mail3.com/mvup67o23ni5hq59k54imhr2mr4zrf3h5w98n/m2hg07zmu5h3v6rq3lfm/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) JOIN WAITLIST ( https://www.verygoodcopy.com/transformational-sales-emails ) ***************************** A new micro-lesson for you... ***************************** How to find the words again (without AI): *********************** Enjoy 338 words below ↴ ​ *********************** Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.kit-mail3.com/mvup67o23ni5hq59k54imhr2mr4zrf3h5w98n/25h7mmv2soh36p583wa3/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ Growing up… ----------- It felt like Babushka had a saying for every problem. Every bad or uncomfortable situation I faced was met with some expression about resilience or patience or effort. Probably because my grandma’s own childhood in Stalinist Russia was so hellish and sad, so she had these set phrases, I guess, these little rhyming quips that brought levity or perspective when things were hard. I remember… ----------- When I cut my lip on a 7UP can. She held a napkin to my mouth and put her cheek against my head and said, “Doh svahd-by zah-zhee-vyot.” It means: “It’ll heal before your wedding.” Or when… -------- I stormed into the living room and told her that I couldn’t do it, that I could not possibly memorize “Falling Up” by Shel Silverstein. I remember she looked up at me from her book and said, “Trood vsyo peh-reh-troot.” It means: “Hard work grinds everything down.” Or when… -------- There was heartache. She opened the door to my room, and that devastating song, “Color of your blues” was playing through the stereo, slow and soft… Since you’ve been gone, I’ve lost my cleverness/ And since you’ve walked away, I just can’t deal with this/ I remember she hugged me so and said, “Vsyo pra-ho-deet, soln-sa.” It means: “Everything passes, my love.” And of course… -------------- I remember the thing she told me almost every night, no matter the circumstance, like a mantra. “Oo-truh vye-cheh-ruh moo-dreh-nee-yeh,” she said. It means: “The morning is wiser than the evening.” ---------------------------------------- I think about this often. I think about it in all sorts of situations, but especially when it’s dark outside and the house is still and my brain is still, but I’m still writing, still trying—and the words won’t come. When this happens, I hear Babushka. I swear to God I hear her voice: “Oo-truh vye-cheh-ruh moo-dreh-nee-yeh.” ---------------------------------------- And so I listen. And I rest. I let my subconscious drive for a while. And when I return to work, the words are there again. ​Comment ( https://7e38aeb9.click.kit-mail3.com/mvup67o23ni5hq59k54imhr2mr4zrf3h5w98n/reh8hohm4l83w2i2/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL3Bvc3RzL2VzaGxleW5lcl9ob3ctdG8tZmluZC10aGUtd29yZHMtYWdhaW4td2l0aG91dC1haS1hY3Rpdml0eS03NDM1Njk3MDU2NDczNzU1NjQ4LTRzTTg_cmNtPUFDb0FBQWd0MGFVQjlXRlRMSW5tZjBER2VacHJGdHEtcEtrNVdnSSZ1dG1fbWVkaXVtPW1lbWJlcl9kZXNrdG9wJnV0bV9zb3VyY2U9c2hhcmU= )​ ( https://7e38aeb9.click.kit-mail3.com/mvup67o23ni5hq59k54imhr2mr4zrf3h5w98n/e0hn74edt7h763xl7db8/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) WAITLIST CLOSING TODAY -->JOIN WAITLIST ( https://7e38aeb9.click.kit-mail3.com/mvup67o23ni5hq59k54imhr2mr4zrf3h5w98n/e0hn6pkxc7h763xl7db8/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) JOIN WAITLIST ( https://www.verygoodcopy.com/transformational-sales-emails ) Thank you, so much, for being here. To get in touch with me, just reply to this email. I'd love to hear from you! ( https://7e38aeb9.click.kit-mail3.com/mvup67o23ni5hq59k54imhr2mr4zrf3h5w98n/58hzlq8dt7hgqdeng2f6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) Psst...whenever you're ready, there are a few ways I can help you: ( https://7e38aeb9.click.kit-mail3.com/mvup67o23ni5hq59k54imhr2mr4zrf3h5w98n/25h740zgioh36p583wa3/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )One guy doing just one thing at a world-class level. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/mvup67o23ni5hq59k54imhr2mr4zrf3h5w98n/qvhmn7vmt7hdzmx4dpsl/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ ( https://7e38aeb9.click.kit-mail3.com/mvup67o23ni5hq59k54imhr2mr4zrf3h5w98n/n2h4z6k8avhvm9dx6gf6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLWxhbmRpbmctcGFnZXM= )Compel more landing page visitors to take action. 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Did someone forward this to you? ​​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/75u467mpewc8h6l6m9obzhwrmz7v0cnh5orxk/z2hghnhen282n4fp/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ presents Coming Soon: June, 2026 -->JOIN WAITLIST ( https://7e38aeb9.click.kit-mail3.com/75u467mpewc8h6l6m9obzhwrmz7v0cnh5orxk/m2hgpvxgi5h3v676vqcm/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) JOIN WAITLIST ( https://www.verygoodcopy.com/transformational-sales-emails ) Last call. This waitlist closes tomorrow. After almost 3 years of quietly innovating and testing: ------------------------------------------------------- I’m sharing a new process I’ve developed to research and write sales emails that feel nothing like the copy we’ve all become accustomed to ignoring. Inside Transformational Sales Emails, I lay out and demonstrate this process, which I’ve been using to write sequences and one-offs for my very own clients—from publicly traded multinational companies to Series A startups to solopreneurs—who hire me precisely because they want their emails to cut through the noise, the slop, the unrelenting barrage of AI sameness and mediocrity hitting our inboxes every day, many times a day. That said, I am not an anti-AI copywriter and this is not an anti-AI program. The benefits of AI—especially when it comes to market research—are impossible (and even irresponsible at this point) to ignore. These tools have made my research more efficient and complete, and my writing has benefited as a result. My sales copy, in the age of AI, is more relevant, compelling, and effective—and yours can and should be, too… As long as you have a strong offer for a specific market: --------------------------------------------------------- This remarkably concise and prescriptive video training will show you exactly how to use AI (to research) and your own creativity (to write) the most unique, captivating, and compelling sales emails your prospects have read. When you pre-buy via the waitlist... ------------------------------------ You will get lifetime access to Transformational Sales Emails (and all future updates) for a mere fraction of what non-waitlisters will pay when it officially launches: -->JOIN WAITLIST ( https://7e38aeb9.click.kit-mail3.com/75u467mpewc8h6l6m9obzhwrmz7v0cnh5orxk/owhenp0wiqhwpm7mp6av/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) JOIN WAITLIST ( https://www.verygoodcopy.com/transformational-sales-emails ) Last call. This waitlist closes tomorrow. The training itself is a series of several dozen clear, concise, and delightfully digestible video micro-lessons—ranging in length from about 3 to 10 minutes—all neatly and logically organized across several modules and two main parts: ​ In a nutshell:​ These research video micro-lessons break down my entire process, from start to finish, for uncovering any market’s emotional and psychological drivers, the things that shape decision making. You’ll learn how to research in a way that reveals not just what prospects outwardly say they want, but their hidden desires and underlying motivations, as well—things they may not even realize about themselves that still impact how they buy. In a nutshell: ​These writing video micro-lessons demonstrate how to turn your research into refreshingly relevant, entertaining, and persuasive email copy. If you want to start writing in a way that feels unique and human—especially amid today's endless AI slop—this part of the training will show you how to turn raw information about any market into distinctive emails that make prospects feel seen, understood, and of course, compelled to take action. In addition to the training itself… ----------------------------------- As a waitlist buyer who pre-purchases Transformational Sales Emails, you will enjoy a handful of benefits that are not available to folks who delay buying until the official launch or anytime after: As a waitlist buyer, you'll lock in lifetime access to the training (and all updates) for the guaranteed lowest price it will ever be, a mere fraction of what non-waitlisters will pay when it officially launches... As a waitlist buyer, you'll get early access to the training—long before it becomes officially available—so you'll be among the first to start using these new research and writing techniques... Every 1 in 5 waitlist buyers will automatically win a prize, including free training licenses for friends and colleagues, complimentary 1-on-1 consultations, signed VGC books, and more... As a waitlist buyer, you're entitled to right of first access to the (very limited) 1-on-1 and cohort coaching, which is hosted live via Zoom and designed to compliment the training... -->JOIN WAITLIST ( https://7e38aeb9.click.kit-mail3.com/75u467mpewc8h6l6m9obzhwrmz7v0cnh5orxk/p8hp2xldf9h4mwlwm2sq/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) JOIN WAITLIST ( https://www.verygoodcopy.com/transformational-sales-emails ) Last call. This waitlist closes tomorrow. As technology evolves, so will this training. --------------------------------------------- Your one-time payment provides lifetime access to Transformational Sales Emails, which I will be continuously expanding and improving. Every student will automatically get free updates and additional content, including: ✓ New video micro-lessons ✓ Interviews with successful students ✓ Outside expert seminars and tutorials ✓ Updated lists of tools and recommendations Why waitlist pre-sale purchases are final: ------------------------------------------ Pre-selling Transformational Sales Emails is a tradeoff... As a waitlist buyer, not only will you lock in the training for 75% off—the guaranteed lowest price it will ever be—but you'll enjoy other perks, as well, including early access to the training, launch prizes, and priority admission to individualized 1-on-1 and cohort coaching. In exchange, your early commitment confirms the demand for this training, protects my IP from pirating, and of course, justifies the time necessary to make an exceptional product. Speaking of exceptional products, VeryGoodCopy is a quality-over-quantity brand. In the 12 years I’ve spent building VGC, I’ve only sold one other training, Transformational Landing Pages, which I released over 3 years ago. It currently has over 3000 students, a less than 0.6% refund rate, and hundreds of 5-star reviews and testimonials. These students have experienced my 1st training and understand my obsession with quality, with impact over volume, and of course, with results. Now I'm bringing the same degree of care and thoughtfulness into my 2nd training, Transformational Sales Emails, and I'm confident that if you take the time to learn my process—everything I've honed over the last several years and, in fact, my entire writing career—there's virtually no chance you'll be disappointed. Let's get started. -->JOIN WAITLIST ( https://7e38aeb9.click.kit-mail3.com/75u467mpewc8h6l6m9obzhwrmz7v0cnh5orxk/x0hw69x3c6heovlvopt5/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) JOIN WAITLIST ( https://www.verygoodcopy.com/transformational-sales-emails ) Last call. This waitlist closes tomorrow. Thanks for considering! ----------------------- If you have any questions at all, simply reply to this email and I'll do my best to respond as quickly and completely as possible. With gratitude, © 2014 - 2026 VeryGoodCopy. All Rights Reserved. ​Unsubscribe ( https://7e38aeb9.unsubscribe.kit-mail3.com/75u467mpewc8h6l6m9obzhwrmz7v0cnh5orxk ) completely from the VeryGoodCopy newsletter (or manage your preferences ( https://preferences.kit-mail3.com/75u467mpewc8h6l6m9obzhwrmz7v0cnh5orxk )).

Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/08hwh9h2vervw3ul/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/8ghqhohozdnzprbk/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/rehmzz29iohm4dz4vou2/aHR0cHM6Ly9mb3Jtcy5nbGUvMmVBWWtqYmVVMWlWRVlxRUE= ) ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/x0hw0po4b6heo20odmf5/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) Coming soon! But you can only get the steep early-bird discount if you join the waitlist, which closes in 5 days ↴ -->JOIN WAITLIST ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/6qhdxe26s8hlzrez64to/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) JOIN WAITLIST ( https://www.verygoodcopy.com/transformational-sales-emails ) ***************************** A new micro-lesson for you... ***************************** Warning to writers: *********************** Enjoy 356 words below ↴ ​ *********************** Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/vqhkeed3srhol0rl3wbg/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ I read Stranger Than Fiction by Chuck Palahniuk. ------------------------------------------------ In it he talks about philosopher Martin Heidegger, who postulated that humanity sees the planet as a standing reserve of raw material—as resources, basically, inventory just waiting to be collected and processed and converted into something else, something useable: Cows into meat. Forests into lumber. Mountains into minerals and metals. Etcetera. Heidegger called this standing reserve “Bestand.” “It seems inevitable,” writes Palahniuk, “that people without access to natural Bestand such as oil wells or diamond mines, that they’d turn to the only inventory they do have—their lives.” Yes. Most people don’t own massive quantities of raw material, but all of us, every single person, owns their story, their life, everything they’ve savored and suffered, the beautiful things and devastating things and everything in between, too. Our Bestand is our lived experience—and to harvest it, we can write. We can notice our life, and we can write about it. “Put yourself into your work,” said the late, great copywriter David Abbott. ----------------------------------------------------------------- “Use your life to animate your copy,” he said. Some of our greatest artists have echoed this advice: Writer Anne Lamott said, “You own everything that happened to you. Tell your stories.” Comedian Norm Macdonald said, “My strongest material comes from real life.” Director Bong Joon Ho said, “The most personal is the most creative.” But at what cost? ----------------- Heidegger warned that viewing the world this way, as Bestand, can be incredibly dangerous because it reduces Mother Nature to a mere resource, something expendable to exploit and subjugate. And therefore, as writers, it’s also possible to exploit ourselves, to collect and process and convert everything that happens to us—be it love or children or divorce or cancer or existential dread—into material: every moment examined for its potential as a headline or chapter title. And what happens then? ---------------------- “[Then] we might hurry through life,” warns Palahniuk, “enduring event after event, in order to build our list of experiences. Our stock of stories. And our hunger for stories might reduce our awareness of the actual experience.” And what happens then? What happens when the material supplants the moment itself? ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/58hzmgpdt7hgqx2qowf6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) -->JOIN WAITLIST ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/58hzqv98c7hgqx2qowf6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) JOIN WAITLIST ( https://www.verygoodcopy.com/transformational-sales-emails ) Thank you, so much, for being here. To get in touch with me, just reply to this email. I'd love to hear from you! ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/8gh70me9tohozdnzprbk/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) Psst...whenever you're ready, there are a few ways I can help you: ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/vqhkg462irhol0rl3wbg/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )One guy doing just one thing at a world-class level. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/l2hr235rimhle27evxi6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/rehm4eoqsohm4dz4v8f2/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLWxhbmRpbmctcGFnZXM= )Compel more landing page visitors to take action. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/8gh2x49gfohozdnzxefk/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS92Z2MtbWFzdGVyY2xhc3M= )​ ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/dphgq7z6s0hev6nvm4um/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )Above-the-fold ads start at only $999. Learn more→ ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/e0hozed2u7h76vo62pt8/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )​ ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/08h4ogrmc9h2vervk9hl/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r )If you already own a copy, please read this→ ( https://7e38aeb9.click.kit-mail3.com/68unkepmrwu8h5zql6whohp05z9nmu9hn7d3e/e0hozepxi7h76vo62es8/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r )​ © 2014 - 2026 VeryGoodCopy. 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Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5z806nuohp0nr6k8c9hn7d3e/vqh3hrholgd0k2hg/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ -->LISTEN NOW ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5z806nuohp0nr6k8c9hn7d3e/x0hw90gdb6heo3l27ru5/aHR0cHM6Ly9nZW5pLnVzL1ZHQy1hdWRpb2Jvb2s= ) LISTEN NOW ( https://geni.us/VGC-audiobook ) ​Please help me spread the word ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5z806nuohp0nr6k8c9hn7d3e/m2h7h5h3ve75nqim/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL3Bvc3RzL2VzaGxleW5lcl92ZXJ5Z29vZGNvcHktYXVkaW9ib29rLWlzLW5vdy1hdmFpbGFibGUtYWN0aXZpdHktNzQzMjA3MjEyMzYxNzExNjE2MC0xVC1MP3JjbT1BQ29BQUFndDBhVUI5V0ZUTElubWYwREdlWnByRnRxLXBLazVXZ0kmdXRtX21lZGl1bT1tZW1iZXJfZGVza3RvcCZ1dG1fc291cmNlPXNoYXJl ) 🙏🏼 Scott Dikkers is a Peabody Award-winning comedy writer, cartoonist, and #1 New York Times bestselling author, with dozens of published books. He’s perhaps best known as the founder and longest-serving editor-in-chief of The Onion, which, under his leadership, grew from a small college paper into a major satirical media brand with a global audience. In addition to being one of the most influential voices in modern satire, Dikkers is the voice behind a handful of select audiobooks, including VeryGoodCopy ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5z806nuohp0nr6k8c9hn7d3e/l2hehmhlerz2k0t6/aHR0cHM6Ly9nZW5pLnVzL1ZHQy1hdWRpb2Jvb2s= ). -->LISTEN NOW ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5z806nuohp0nr6k8c9hn7d3e/kkh5ze90a6hnrm3w9dhl/aHR0cHM6Ly9nZW5pLnVzL1ZHQy1hdWRpb2Jvb2s= ) LISTEN NOW ( https://geni.us/VGC-audiobook ) ​Please help me spread the word ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5z806nuohp0nr6k8c9hn7d3e/m2h7h5h3ve75nqim/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL3Bvc3RzL2VzaGxleW5lcl92ZXJ5Z29vZGNvcHktYXVkaW9ib29rLWlzLW5vdy1hdmFpbGFibGUtYWN0aXZpdHktNzQzMjA3MjEyMzYxNzExNjE2MC0xVC1MP3JjbT1BQ29BQUFndDBhVUI5V0ZUTElubWYwREdlWnByRnRxLXBLazVXZ0kmdXRtX21lZGl1bT1tZW1iZXJfZGVza3RvcCZ1dG1fc291cmNlPXNoYXJl ) 🙏🏼 -->LISTEN NOW ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5z806nuohp0nr6k8c9hn7d3e/25hp4eg5boh36de9ovu3/aHR0cHM6Ly9nZW5pLnVzL1ZHQy1hdWRpb2Jvb2s= ) LISTEN NOW ( https://geni.us/VGC-audiobook ) Hey folks!​ Many months of work went into this thing. I'm very proud of it, and excited to finally share with you all. Please help me spread the word ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5z806nuohp0nr6k8c9hn7d3e/m2h7h5h3ve75nqim/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL3Bvc3RzL2VzaGxleW5lcl92ZXJ5Z29vZGNvcHktYXVkaW9ib29rLWlzLW5vdy1hdmFpbGFibGUtYWN0aXZpdHktNzQzMjA3MjEyMzYxNzExNjE2MC0xVC1MP3JjbT1BQ29BQUFndDBhVUI5V0ZUTElubWYwREdlWnByRnRxLXBLazVXZ0kmdXRtX21lZGl1bT1tZW1iZXJfZGVza3RvcCZ1dG1fc291cmNlPXNoYXJl )—and as always, enjoy! © 2014 - 2026 VeryGoodCopy. All Rights Reserved. ​Unsubscribe ( https://7e38aeb9.unsubscribe.convertkit-mail2.com/68unkepmrwu8h5z806nuohp0nr6k8c9hn7d3e ) completely from the VeryGoodCopy newsletter (or manage your preferences ( https://preferences.convertkit-mail2.com/68unkepmrwu8h5z806nuohp0nr6k8c9hn7d3e )).

Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/e0hph7h76kvq6wi8/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/7qh7h8h9q0lwqmbz/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/dphg338kh0hevq68v7cm/aHR0cHM6Ly9mb3Jtcy5nbGUvMmVBWWtqYmVVMWlWRVlxRUE= ) ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/g3hk3n2wb5hmre96rear/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) COMING SOON... -->JOIN WAITLIST ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/9qhm4zq2snhd0gwz0gt9/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) JOIN WAITLIST ( https://www.verygoodcopy.com/transformational-sales-emails ) ********************************* An encore micro-lesson for you... ********************************* Ads vs. art: *********************** Enjoy 684 words below ↴ ​ *********************** Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/owh2446ksqhwp49gp7sv/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ ​ Below is a real message I received, transcribed verbatim, exactly as the sender wrote it. ----------------------------------------------------------------- The subject line he used is famous. It’s Hemingway’s remarkably concise and evocative six-word story. For sale: baby shoes, never worn - EH I click the thing. It opens. Eddie, Impeccable copy, illustriously palpable imagery, and insidious inciting quips goading the wanting reader to quench interests beyond satiety—and the obvious assonance. Illustriously palpable imagery? Insidious inciting quips? Quench interests beyond satiety? Obvious assonance? Perched at an ergonomic desk chair with the inviting glow of a vertical garden illuminating an otherwise Prussian blue room-scape. A wafting essence of Viennese coffee permeates to invigorate any who enter a slightly ajar door unexpectedly. Most likely those with four legs eager to distract an easily side tracked typist, but only looking for some scratches by prompting of snoot nuzzle. What is happening? Wracking his brain for a message that evoked interest. Hoping to engender intelligence while attempting to negate precocious exuberance. A grinding jaw drops and shoulders become more lax. Engender intelligence? Precocious exuberance? Just write it. Don’t let perfect be the enemy of good. Just write it, he’ll understand. But no, I don’t understand... Syntax to a mastermind, eager to capture attention without goading an eye-roll worthy of roller coasters. Trying to show creativity to a marketer, professor, a provocateur where words are more “out of his depth” better describes an ocean sunken Titanic. ​ If that didn’t grab your attention between the subject line and my attempt at witty prose, sheesh! But yes, you have my complete attention, sir. In fact, this is so fascinating that I’m going to write about it. I am embracing the great beyond of a life outside of sales. Like many I have spent countless hours on my craft, proverbial quips about ups and downs, trials and tribulations; it’s time to move beyond the money to pursue something that everyone has erelong told me should have been my vocation—marketing. ​ If you can grant me some of your time, my schedule is wide open. Looking for direction, recommendations, and advice. My advice? ---------- My honest take? Here it is. Marketers and copywriters don’t get paid to make art. We’re hired to solve business problems. So, I don’t think you’ll be happy in marketing. I don’t think you’ll enjoy writing in a discipline that prioritizes clarity and brevity. I’m not sure you value these things. I think you value expressing yourself, writing in a way you find beautiful and meaningful. You value being an artist. And I applaud this. (And I’m sure there are people other than yourself who appreciate your art.) But though making art is a noble pursuit, it has little to do with making ads. Art and ads have a key difference. ---------------------------------- Great art starts with the maker. Great ads start with the market. Let’s unpack this… Rick Rubin was asked to give young artists some advice: ------------------------------------------------------- “Be the audience,” said one of our most prolific music producers, “you be the audience. Make the thing for yourself. And it doesn’t really matter what anyone else thinks. You can’t make art with someone else in mind. I don’t believe you can. I don’t believe it can be good.” Art is self-indulgent: you can’t make art with someone else in mind. Copywriting is the opposite: you can’t make an ad without someone else in mind. Eugene Schwartz was asked to give young copywriters some advice: ---------------------------------------------------------------- “Look,” said one of our winningest direct marketers, “if you want to write poetry, if you want to write prose, if you want to write novels, and if you want to write literature, go outside of advertising,” he said. “Because the words in advertising are like the windows in a store. You must be able to look right through them and see the product. If you see the window, it’s dirty—and you’re going to see yourself, or you’re going to see the smear. You’re not going to see the product, and you’re going to lose.” Of course, I hope you don’t lose. --------------------------------- Of course, I wish you the best. But you asked for my advice. ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/3oh09pe3hkh30qm40qur/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) -->LEARN MORE ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/n2hqgop0bvhvmnq6mni6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) LEARN MORE ( https://www.verygoodcopy.com/transformational-sales-emails ) Thank you, so much, for being here. To get in touch with me, just reply to this email. I'd love to hear from you! ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/7qhrwd8gb8h9q0lwqmbz/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) Psst...whenever you're ready, there are a few ways I can help you: ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/owh2podrbqhwp49gp7sv/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )One guy doing just one thing at a world-class level. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/z2hp3xwpfnheno6pn8tp/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/dphgq7zpi0hevq68v0am/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLWxhbmRpbmctcGFnZXM= )Compel more landing page visitors to take action. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/7qhp56g2s8h9q0lwq9fz/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS92Z2MtbWFzdGVyY2xhc3M= )​ ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/x0he9k2os6heon29o9h5/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )Above-the-fold ads start at only $999. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/6qhmqkvwi8hlzprnznuo/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )​ ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/e0hozed4f7h76kvq64h8/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r )If you already own a copy, please read this→ ( https://7e38aeb9.click.convertkit-mail2.com/p9u24edg5qa9h2mmpe0sqhp008033hrh2mrz3/6qhmqke8f8hlzprnz0fo/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r )​ © 2014 - 2026 VeryGoodCopy. 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Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/3ohphkh302kdn8ar/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/n2hohvhvmxlokda6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/9qh9oo8xunhd06e22kt9/aHR0cHM6Ly9mb3Jtcy5nbGUvMmVBWWtqYmVVMWlWRVlxRUE= ) ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/e0hn6pk5i7h76ldnnpu8/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) COMING SOON... -->JOIN WAITLIST ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/7qhrd7k2t8h9q6x44kuz/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) JOIN WAITLIST ( https://www.verygoodcopy.com/transformational-sales-emails ) ********************************* An encore micro-lesson for you... ********************************* Love, explained by a copywriter: *********************** Enjoy 210 words below ↴ ​ *********************** Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/48hkrr7vsehmvp72nocx/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ The Kiss, 1897 | Edvard Munch A while back, someone asked me a big question. ---------------------------------------------- “What’s it like being in love?” they said. “Oh,” I drank some beer. “Big question.” “Ya,” they said, “I guess so.” I felt shy, so I looked down. ----------------------------- So, I said. Sometimes, I wake up and She isn’t there. She’d already left for work. So I roll over onto Her side Of the bed and hug her pillow Because it’s cold and comfortable and Smells like her shampoo. And then I fall back asleep, Thinking of her. I looked up. ------------ It was quiet. “That is what it’s like?” they said. I nodded and had more beer. “Ya,” they said. “I get it.” You know, it’s just a moment, what I described. ----------------------------------------------- It’s just this small thing that reminds me of my wife. But it also represents a huge, universal concept, something almost too big for words, much less a sentence. The next time you need to efficiently articulate a huge concept—whether it’s about love or business or anything else—zoom in. Zoom in on a specific moment tied to that concept. Focus The Reader’s attention on that one spot. If The Reader can relate, the moment will carry weight. ------------------------------------------------------- If she can relate, it will tell your story better than you think. ♡ ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/owheqkx9tqhwp6088ksv/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) -->LEARN MORE ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/z2hv4g9ehnhenkmdd4fp/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) LEARN MORE ( https://www.verygoodcopy.com/transformational-sales-emails ) Thank you, so much, for being here. To get in touch with me, just reply to this email. I'd love to hear from you! ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/n2hq5g0kavhvmxlokda6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) Psst...whenever you're ready, there are a few ways I can help you: ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/48hk3zxdiehmvp72nocx/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )One guy doing just one thing at a world-class level. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/wnhgd6pghghqnklo3zb7/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/9qh976g3bnhd06e226s9/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLWxhbmRpbmctcGFnZXM= )Compel more landing page visitors to take action. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/n2h4z6k2bvhvmxloogi6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS92Z2MtbWFzdGVyY2xhc3M= )​ ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/08h4ogrpi9h2v9p77whl/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )Above-the-fold ads start at only $999. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/8gh2x490aohoz2755pak/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )​ ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/3ohq7ov8skh302kddncr/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r )If you already own a copy, please read this→ ( https://7e38aeb9.click.convertkit-mail2.com/75u467mpewc8h6qwmmnczhwrrmr66bnh5orxk/8gh2x4qecohoz27555hk/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r )​ © 2014 - 2026 VeryGoodCopy. 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Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/n2hohvhvmxwwdna6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/48hvhehmvpzzorbx/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/3ohqxxkdikh30266w3fr/aHR0cHM6Ly9mb3Jtcy5nbGUvMmVBWWtqYmVVMWlWRVlxRUE= ) ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/7qhrd7k3f8h9q6vvgwaz/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) COMING SOON... After almost 3 years of quietly innovating and testing, I’m sharing a new process I’ve developed to research and write sales emails that feel nothing like the copy we’ve all become accustomed to ignoring. -->JOIN WAITLIST ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/owheqkx8fqhwp633zguv/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) JOIN WAITLIST ( https://www.verygoodcopy.com/transformational-sales-emails ) ***************************** A new micro-lesson for you... ***************************** Good subject lines: *********************** Enjoy 396 words below ↴ ​ *********************** Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/wnhgrr42tghqnk99zwi7/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ ​ I own a “Jac-Shirt” from Filson. -------------------------------- I wear it on bitterly cold days here in the American Midwest. It’s wool, very warm, like a jacket, but also relatively thin and pliable, like a shirt. A Jac-Shirt. It’s my fifth winter wearing this thing and it just keeps getting better, softer, more fitted. Beau was with me when I bought it. ---------------------------------- He was so small then, probably only five or six months old. I was holding him at the register. “An excellent choice,” said the salesperson. “These things last and last.” He took my credit card. “Maybe someday you’ll pass it on to him.” He smiled at Beau. “Yeah?” I said. “Oh, sure.” He raised his eyebrows and looked past me. I turned around. By the entrance, inside a window display, there was a red flannel jacket on a wooden mannequin torso. “So that one belonged to the store manager’s grandfather,” he said. “I think it’s, like, a hundred years old.” He gave me back my card. “Come on.” “Oh ya.” He pursed his lips and nodded. “I’m telling ya they last and last and last.” “Incredible,” I said. He said it too. “Incredible.” I watched him snap the middle button and lay the jacket flat on the counter. He smoothed out the back panel and folded in the sleeves before folding the whole thing in half and placing it in a bag. “By the way,” he said, “what’s your email?” I’ve been on Filson’s list since. --------------------------------- They almost never email me about the benefits of Filson, about why I should choose their brand—the craftsmanship, the quality and longevity, the history—because I’m already a customer. I’ve already chosen their brand. So the goal is no longer to sell me a Filson… The goal is to sell me another Filson. -------------------------------------- To do this—to compel current customers to keep paying attention—Filson’s subject lines leverage this simple, proven headline approach bolstered by copywriter Eugene Schwartz: “If your prospect is aware of your product and has realized it can satisfy his desire,” said Schwartz, “your headline starts with the product.” (see: Exhibit "A") Exhibit “A” “And price,” he said, “is often the most important part of the product headline.” (see: Exhibit "B") Exhibit "B" I dictated my email. -------------------- “What do you guys send out?” I said. The salesperson slid my bag across the counter. “New collections,” he said. “But mostly deals.” ​ ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/z2hv4g9nbnhenk99gpbp/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) -->LEARN MORE ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/p8hp7e6ri9h4m2kkvgaq/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLXNhbGVzLWVtYWlscw== ) LEARN MORE ( https://www.verygoodcopy.com/transformational-sales-emails ) Thank you, so much, for being here. I don't take it for granted at all. To get in touch with me, just reply to this email. I'd love to hear from you! ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/48hw48pxaehmvpzzorbx/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) Psst...whenever you're ready, there are a few ways I can help you: ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/wnhgd6pqbghqnk99zwi7/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )One guy doing just one thing at a world-class level. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/rehm4eomtohm439980b2/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/3ohq7ovrbkh30266wzcr/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLWxhbmRpbmctcGFnZXM= )Compel more landing page visitors to take action. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/48hk3zx2sehmvpzzokfx/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS92Z2MtbWFzdGVyY2xhc3M= )​ ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/8gh2x49osohoz2ee4wtk/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )Above-the-fold ads start at only $999. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/vqhkg468urholv225mtg/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )​ ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/n2h4z6kdcvhvmxwwdmc6/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r )If you already own a copy, please read this→ ( https://7e38aeb9.click.convertkit-mail2.com/38ugopxqzlckh2039x2urh4ppzpnnf7h6rzqp/vqhkg43rirholv2250sg/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r )​ © 2014 - 2026 VeryGoodCopy. 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Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/gkupqng78li5hlg4wqrirh8wx2699imho7dl6/3ohphkh3xvgnm7br/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.convertkit-mail2.com/gkupqng78li5hlg4wqrirh8wx2699imho7dl6/n2hohvhv2e0kqvf6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. ( https://7e38aeb9.click.convertkit-mail2.com/gkupqng78li5hlg4wqrirh8wx2699imho7dl6/9qh9oo8xunhd4nrlwza9/aHR0cHM6Ly9mb3Jtcy5nbGUvMmVBWWtqYmVVMWlWRVlxRUE= ) ( https://7e38aeb9.click.convertkit-mail2.com/gkupqng78li5hlg4wqrirh8wx2699imho7dl6/l2h97o5limhlqw7z2rb6/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ) ***************************** A new micro-lesson for you... ***************************** Next time you're editing copy: *********************** Enjoy 388 words below ↴ ​ *********************** Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.convertkit-mail2.com/gkupqng78li5hlg4wqrirh8wx2699imho7dl6/48hkrr7vsehmwk8nlmix/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ "The Jousting Armor of Philip I of Castile" | 1506 ------------------ It wasn’t working: ------------------ When it first aired, American Gladiators, the now-classic show, was not working at all. The reception was bad, and the salient complaint was that it didn’t feel like a real competition, like sport. For example, one critic wrote: “Contestants from around the country face the Gladiators in little kids’ games…” It’s true. When it first aired, the events felt childish, convoluted by arbitrary rules and elements that took attention away from the very real athleticism necessary to be successful in the competition. It was hard to watch, much less believe. So the showrunner, a man named Samual Goldwyn, hired Emmy-winning producer Eytan Keller to fix it. ------------------------------------------- Eytan describes their initial conversation: ------------------------------------------- “The first thing I said to Sam was: ‘I don’t think you’re gonna like what I’m going to say.’” “And he said: ‘No, tell me, please. What do you think?’” “And I said: ‘I think you have a fantastic concept, but the execution is terrible.’” “And he said to me: ‘You keep on talking about all the great things that could be done. Give me one example.’” “And I said: ‘The Joust.” (Originally, The Joust event on American Gladiators was performed across a long, thin plank with trap doors on either end. It looked busy, and felt gimmicky, contrived.) “I told him I would make one change,” said Eytan, “and I think a very significant change that would make it an incredible event. I said I would put the gladiators up on pedestals, maybe eight feet off the ground, with a diameter at the top of that pedestal of no more than four feet wide. And that single change,” he said, “transformed The Joust from something that was ho-hum into something that became iconic.” A Gladiator and a Contender face off circa 1993. ---------------------------------- This is a story about subtraction. ---------------------------------- Eytan removed the superfluous things—the plank, the trap doors—that served as a distraction and drew the audience’s focus away from the event’s nuances, the techniques and athleticism required to win. And in doing so, he made The Joust more impressive, more dangerous and exciting and compelling. He made it simpler, which made all the difference: “Simple sells,” said copywriter David Deutsch, “and very simple sells very well.” ------------------------------ Next time you’re editing copy: ------------------------------ Resist the (very natural) urge to add. Instead, ask yourself: “What is getting in the way of what’s already working?” Thanks for reading! Before you go, please... -->Leave a Comment ( https://7e38aeb9.click.convertkit-mail2.com/gkupqng78li5hlg4wqrirh8wx2699imho7dl6/l2h9rdlwtmhlqw7z2qu6/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL3Bvc3RzL2VzaGxleW5lcl9uZXh0LXRpbWUteW91cmUtZWRpdGluZy1jb3B5LWFjdGl2aXR5LTc0MjE5MjQyNzYwNDk2ODI0MzItTmpDOT9yY209QUNvQUFBZ3QwYVVCOVdGVExJbm1mMERHZVpwckZ0cS1wS2s1V2dJJnV0bV9tZWRpdW09bWVtYmVyX2Rlc2t0b3AmdXRtX3NvdXJjZT1zaGFyZQ== ) Leave a Comment ( https://www.linkedin.com/posts/eshleyner_next-time-youre-editing-copy-activity-7421924276049682432-NjC9?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAgt0aUB9WFTLInmf0DGeZprFtq-pKk5WgI ) ( https://7e38aeb9.click.convertkit-mail2.com/gkupqng78li5hlg4wqrirh8wx2699imho7dl6/n2hq5g0kavhv2e0kqvf6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) Psst...whenever you're ready, there are a few ways I can help you: ( https://7e38aeb9.click.convertkit-mail2.com/gkupqng78li5hlg4wqrirh8wx2699imho7dl6/48hk3zxdiehmwk8nlmix/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )One guy doing just one thing at a world-class level. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/gkupqng78li5hlg4wqrirh8wx2699imho7dl6/wnhgd6pghghqm8637qf7/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ ( https://7e38aeb9.click.convertkit-mail2.com/gkupqng78li5hlg4wqrirh8wx2699imho7dl6/n2h4z6k8avhv2e0kqmb6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLWxhbmRpbmctcGFnZXM= )Compel more landing page visitors to take action. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/gkupqng78li5hlg4wqrirh8wx2699imho7dl6/wnhgd6p3fghqm86377h7/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS92Z2MtbWFzdGVyY2xhc3M= )​ ( https://7e38aeb9.click.convertkit-mail2.com/gkupqng78li5hlg4wqrirh8wx2699imho7dl6/vqhkg469hrhom8rd0rag/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )Above-the-fold ads start at only $999. 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Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r/8ghqhohowozqwdfk/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r/vqh3hrhomolemrtg/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r/08h4nn69s9h2n2vgn5il/aHR0cHM6Ly9mb3Jtcy5nbGUvMmVBWWtqYmVVMWlWRVlxRUE= ) ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r/z2hv09w5inhe5enp52sp/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ) ***************************** A new micro-lesson for you... ***************************** How I write (and you can too): *********************** Enjoy 335 words below ↴ ​ *********************** Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r/l2hr88kecmhlqle6q7a6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ “Meditation” | Jozef Israëls 0. -- So I almost always want to know three things before I start writing a “micro-lesson” for VeryGoodCopy: What’s the story? What’s the lesson? And what is the word count? 1. -- The story: I typically find the story first. It could be—and often is—a personal anecdote, something from my life, some happening or experience with my wife or kids or parents or friends. But it could also be about something I saw on tv, or read in a book, or witnessed at a gas station or the grocery store or, or, or— I mine all the things that happen in and around my life—be they significant or mundane, painful, embarrassing, or joyous—for creative material, for relatable stories. “Everything is copy,” said Nora Ephron. Damn right. So where the story comes from is secondary to how it made me feel. If it made me emotional, that’s a sign it will make someone else emotional. “No tears in the writer, no tears in the reader,” said Robert Frost. Damn right. 2. -- The lesson: If the story reminds me of something I do for work—some concept, principle, or technique I use to write or think better—I have the lesson, the takeaway, the thing people can apply to their work (or life). 3. -- The word count: I rarely write without a predetermined word count, which, believe it or not, I leave to chance. I simply ask the Machine to pick a random number for me: And whatever arbitrary number the Thing spits out, that’s how many words I’ll aim to write. I don’t always hit the word count (usually because I run out of time and need to move on), but when I do—when I land on the exact number—the writing almost always feels more intentional, which I like. Then, it’s like a puzzle: ------------------------- How can I put this story and this lesson together in precisely this many words? Thanks for reading! This is how I write. Feel free to... -->ASK ME ANYTHING ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r/x0hwezvmb6hekeo9k5a5/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL3Bvc3RzL2VzaGxleW5lcl9ob3ctaS13cml0ZS1hbmQteW91LWNhbi10b28tMC1zby1pLWFsbW9zdC1hY3Rpdml0eS03NDIwNDY0ODM5OTc1OTUyMzg0LVhWSUg_cmNtPUFDb0FBQWd0MGFVQjlXRlRMSW5tZjBER2VacHJGdHEtcEtrNVdnSSZ1dG1fbWVkaXVtPW1lbWJlcl9kZXNrdG9wJnV0bV9zb3VyY2U9c2hhcmU= ) ASK ME ANYTHING ( https://www.linkedin.com/posts/eshleyner_how-i-write-and-you-can-too-0-so-i-almost-activity-7420464839975952384-XVIH?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAgt0aUB9WFTLInmf0DGeZprFtq-pKk5WgI ) ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r/vqhq85r6arhomolemrtg/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) Psst...whenever you're ready, there are a few ways I can help you: ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r/l2hr235dumhlqle6q7a6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )One guy doing just one thing at a world-class level. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r/m2h2v642h5h323vm2ztm/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r/8gh2x493iohowozqwrbk/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLWxhbmRpbmctcGFnZXM= )Compel more landing page visitors to take action. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r/l2hr2350cmhlqle6qdf6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS92Z2MtbWFzdGVyY2xhc3M= )​ ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r/7qhp56gkh8h9d9qwdeuz/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )Above-the-fold ads start at only $999. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r/owh2podgaqhwxwpgxehv/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )​ ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r/48hk3zx5fehmwmv6wdbx/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r )If you already own a copy, please read this→ ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r/7qhp5678i8h9d9qwdgiz/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r )​ © 2014 - 2026 VeryGoodCopy. All Rights Reserved. ​Unsubscribe ( https://7e38aeb9.unsubscribe.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r ) completely from the VeryGoodCopy newsletter (or manage your preferences ( https://preferences.convertkit-mail2.com/8kuw4qz2v0aoh2wnn9mfkhk6pm399h3homk0r )).

Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/8ghqhohow5wwxwtk/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/vqh3hrhomkmmdlcg/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/08h4nn69s9h2n7nnkeil/aHR0cHM6Ly9mb3Jtcy5nbGUvMmVBWWtqYmVVMWlWRVlxRUE= ) ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/z2hv09w5inhe5d558xbp/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ) ***************************** A new micro-lesson for you... ***************************** The miracle: *********************** Enjoy 377 words below ↴ ​ *********************** Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/l2hr88kecmhlqkqqzei6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ Lourdes, 1914 | Jean Louis Forain I watched a 60 Minutes segment I’ll never forget… ------------------------------------------------- The late Ed Bradley interviewed a family—a religiously devout mother, a painfully quiet father who was so shy he couldn’t even look into the camera, and their ten-year-old daughter who was in a wheelchair because she was born with spina bifida. Every year the family pilgrimaged to Lourdes to pray for a miracle. Bradley was incredulous about this. He didn’t understand their journey to the shrine. The trip didn’t make sense to him: the cost, the effort, year after year—and yet the small girl was still in a wheelchair, so weak she had to be strapped in to stay upright. “What do you pray for?” Bradley asked the girl. You know what she said? “I pray my father won’t be so shy,” said the girl, looking at her dad. “It makes him feel so lonely.” This answer seemed to stun the interviewer, who fell silent. Ed just sat there for a moment, speechless. Finally, he looked at the mother and said something like: “Every year you spend so much time and so much effort to come to this place in hopes of a miracle,” he said, “but you have no miracle to show for it. Why do you keep coming back?” You know what she said? “Oh, Mr. Bradley,” said the mother, looking at her kid. “You don’t understand,” she said, “we got our miracle.” I’ll never forget it as long as I live. --------------------------------------- I’ll never forget how this amazing child was able to hold space for someone else’s pain before her own—and how this affected Ed Bradley, his entire perception and understanding of Lourdes: It’s a place that, more than anything else, reveals a person’s character, who they are. “Oh, Mr. Bradley…” she said, “we got our miracle.” Copywriting icon John Carlton once told a room full of business owners: ----------------------------------------------------------------- “You’re probably not gonna find your product’s story in the company line.” That is, the most compelling narratives—marketing or otherwise—are not necessarily clear and obvious. No, usually, the deepest, most profound, most resonant and moving insights are inconspicuous, hidden away. As copywriters, such a big part of our work is to uncover these unobtrusive truths, to notice them, recognize them, and bring them to light. Thanks for reading! Did you enjoy this piece? (Vote to see how others voted) -->Ya 👍 ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/8gh7l4w2tohow5wwxvbk/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL3Bvc3RzL2VzaGxleW5lcl90aGUtbWlyYWNsZS1pLXdhdGNoZWQtYS02MC1taW51dGVzLXNlZ21lbnQtYWN0aXZpdHktNzQxOTM3NTg5Mjc4MDQ4MjU2MS1ELWlOP3JjbT1BQ29BQUFndDBhVUI5V0ZUTElubWYwREdlWnByRnRxLXBLazVXZ0kmdXRtX21lZGl1bT1tZW1iZXJfZGVza3RvcCZ1dG1fc291cmNlPXNoYXJl ) Ya 👍 ( https://www.linkedin.com/posts/eshleyner_the-miracle-i-watched-a-60-minutes-segment-activity-7419375892780482561-D-iN?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAgt0aUB9WFTLInmf0DGeZprFtq-pKk5WgI ) -->No 👎 ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/vqhq24pqtrhomkmmd7bg/aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL3Bvc3RzL2VzaGxleW5lcl90aGUtbWlyYWNsZS1pLXdhdGNoZWQtYS02MC1taW51dGVzLXNlZ21lbnQtYWN0aXZpdHktNzQxOTM3NTg5Mjc4MDQ4MjU2MS1ELWlOP3JjbT1BQ29BQUFndDBhVUI5V0ZUTElubWYwREdlWnByRnRxLXBLazVXZ0kmdXRtX21lZGl1bT1tZW1iZXJfZGVza3RvcCZ1dG1fc291cmNlPXNoYXJl ) No 👎 ( https://www.linkedin.com/posts/eshleyner_the-miracle-i-watched-a-60-minutes-segment-activity-7419375892780482561-D-iN?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAgt0aUB9WFTLInmf0DGeZprFtq-pKk5WgI ) ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/vqhq85r6arhomkmmdlcg/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) Psst...whenever you're ready, there are a few ways I can help you: ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/l2hr235dumhlqkqqzei6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )One guy doing just one thing at a world-class level. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/m2h2v642h5h32n227vbm/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/8gh2x493iohow5wwx6hk/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLWxhbmRpbmctcGFnZXM= )Compel more landing page visitors to take action. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/l2hr2350cmhlqkqqz8t6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS92Z2MtbWFzdGVyY2xhc3M= )​ ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/7qhp56gkh8h9d4ddmncz/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )Above-the-fold ads start at only $999. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/owh2podgaqhwx8xx7qav/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )​ ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/48hk3zx5fehmw2wwn8hx/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r )If you already own a copy, please read this→ ( https://7e38aeb9.click.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e/7qhp5678i8h9d4ddmxsz/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r )​ © 2014 - 2026 VeryGoodCopy. All Rights Reserved. ​Unsubscribe ( https://7e38aeb9.unsubscribe.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e ) completely from the VeryGoodCopy newsletter (or manage your preferences ( https://preferences.convertkit-mail2.com/68unkepmrwu8h5xx38osohpedgnkkh9hn7d3e )).

Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/e0hph7h75r659zs8/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/7qh7h8h93nq3vgcz/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/dphg338kh0herpvr4zim/aHR0cHM6Ly9mb3Jtcy5nbGUvMmVBWWtqYmVVMWlWRVlxRUE= ) ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/8gh704eofohokrzk00ak/aHR0cHM6Ly9qb2JzLmFzaGJ5aHEuY29tL0JJT3B0aW1pemVycy8yOWM4OWZkOC0yMjBkLTQwNGEtODIyZC1hMjNjNTgwNWQwMWM_dXRtX2NhbXBhaWduPWNvcHlfY2hpZWZfaGlyaW5nJnV0bV9tZWRpdW09am9iYm9hcmQmdXRtX3NvdXJjZT1hZ2VuY3k= ) Hey folks, Eddie here, imploring you to review this Copy Chief role ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/08helgpkb9h2qlvqooul/aHR0cHM6Ly9qb2JzLmFzaGJ5aHEuY29tL0JJT3B0aW1pemVycy8yOWM4OWZkOC0yMjBkLTQwNGEtODIyZC1hMjNjNTgwNWQwMWM_dXRtX2NhbXBhaWduPWNvcHlfY2hpZWZfaGlyaW5nJnV0bV9tZWRpdW09am9iYm9hcmQmdXRtX3NvdXJjZT1hZ2VuY3k= ) and, if you're interested and qualified, immediately apply ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/6qhdwp0ef8hl09z0kkao/aHR0cHM6Ly9qb2JzLmFzaGJ5aHEuY29tL0JJT3B0aW1pemVycy8yOWM4OWZkOC0yMjBkLTQwNGEtODIyZC1hMjNjNTgwNWQwMWM_dXRtX2NhbXBhaWduPWNvcHlfY2hpZWZfaGlyaW5nJnV0bV9tZWRpdW09am9iYm9hcmQmdXRtX3NvdXJjZT1hZ2VuY3k= ). You'll work hand in hand with the co-founder and CEO, Matt Gallant, one of the smartest direct marketers I know. Every conversation I've had with Matt has made me a better writer, and thinker. I envy the person who gets to work with him every day... Learn more here ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/vqhq8498arho8wl8xxag/aHR0cHM6Ly9qb2JzLmFzaGJ5aHEuY29tL0JJT3B0aW1pemVycy8yOWM4OWZkOC0yMjBkLTQwNGEtODIyZC1hMjNjNTgwNWQwMWM_dXRtX2NhbXBhaWduPWNvcHlfY2hpZWZfaGlyaW5nJnV0bV9tZWRpdW09am9iYm9hcmQmdXRtX3NvdXJjZT1hZ2VuY3k= ). ***************************** A new micro-lesson for you... ***************************** The problem (and opportunity) for copywriters this year: *********************** Enjoy 292 words below ↴ ​ *********************** Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/owh2446ksqhw5qp53zuv/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ There’s one book I’ve read more than any other… ----------------------------------------------- But I almost never read it front to back. Instead I bounce around based on what I’m going through, what I’m feeling that day. I seek out passages that meet me where I am and provide comfort or direction. I read it when I feel inept, overwhelmed by my responsibilities, the commitments I’ve made to others and myself. I read it when I feel invisible or when I feel important, when I feel brave or cowardly, when I feel shame or pride. And I read it when I feel normal, too, when I’m completely content. Whatever my circumstance—painful or not—this book gives me something honest. It’s remarkable… ---------------- Remarkable because Marcus Aurelius wrote this book, Meditations, for himself. The Roman emperor never intended for it to be read by anyone, much less published and disseminated the world over. It was his personal journal, written for his own edification as a leader, but also as a husband and a father and a friend—as a person. It’s ironic… ------------ Ironic because in writing something so personal, Marcus Aurelius created something absolutely universal. To think, a Roman emperor’s private reflections—about his own needs and wants, his temperament, his ego, his relationships—can be (and have been) applicable to anyone, including you and I. How could this be? Psychologist Carl Rogers famously explains: “What is most personal," he said, "is most universal.” Indeed, a human is a human. --------------------------- Here, copywriter David Deutsch brings this philosophical truth back to our craft: “[In 2026,] copywriters who can write real, compelling copy brimming with a strong point-of-view and personality will be more needed and in demand,” said David. “Problem (and opportunity) is that most copywriters write with precious little of either.” Will you? If you already own VeryGoodCopy: The Book ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/rehl6070aohmn64n27i2/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ), please leave a rating and/or review ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/8gh70edoaohokrzk0puk/aHR0cHM6Ly9nZW5pLnVzL3dyaXRlLWEtcmV2aWV3 ). Then reply to this email so I can properly thank you... ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/7qhrwd8gb8h93nq3vgcz/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) Psst...whenever you're ready, there are a few ways I can help you: ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/owh2podrbqhw5qp53zuv/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )One guy doing just one thing at a world-class level. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/z2hp3xwpfnhe0ln09gup/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/owh2pod3iqhw5qp5k7av/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLWxhbmRpbmctcGFnZXM= )Compel more landing page visitors to take action. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/z2hv07n4bnhe0ln048ap/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLWxhbmRpbmctcGFnZXM= )​ ( https://7e38aeb9.click.convertkit-mail2.com/e5u7eproq2b7hlm26g6i8h8m3q022ilhv20mw/kkhoznq7h6hn4xr4d9hl/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )Above-the-fold ads start at only $999. 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Did someone forward this to you? ​Join some 95,000 valued email subscribers. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/r8uxe8zmd6coh3k786ri2hdovqm66h7hmwxke/9qhzhnhdnvmkmda9/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= )​ "Micro-Lessons" about copywriting and creativity, meticulously crafted by Eddie Shleyner ( https://7e38aeb9.click.convertkit-mail2.com/r8uxe8zmd6coh3k786ri2hdovqm66h7hmwxke/3ohphkh3v5l6l4tr/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= ) since 2014. ( https://7e38aeb9.click.convertkit-mail2.com/r8uxe8zmd6coh3k786ri2hdovqm66h7hmwxke/g3h7ggdvi5hmx8575ptr/aHR0cHM6Ly9mb3Jtcy5nbGUvMmVBWWtqYmVVMWlWRVlxRUE= ) ( https://7e38aeb9.click.convertkit-mail2.com/r8uxe8zmd6coh3k786ri2hdovqm66h7hmwxke/vqhq896purho897278sg/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ) Ambiguous writing: *********************** Enjoy 389 words below ↴ ​ *********************** Eddie Shleyner​ ​VeryGoodCopy, founder​ ​HIRE EDDIE→ ( https://7e38aeb9.click.convertkit-mail2.com/r8uxe8zmd6coh3k786ri2hdovqm66h7hmwxke/n2h4nn9oivhve9pwp6b6/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9taWNyby1hZ2VuY3k= )​ "Path of the Sun" | Karl Schrag Lisa is a kindergarten teacher. ------------------------------- Jimmy is one of her students. He’s five years old. One day Lisa overhears Jimmy say something. He’s in class, pacing back and forth, speaking out loud to no one in particular: “Anna,” he says. “Anna. Anna. Anna’s beautiful. Beautiful enough for me. The sun hits her yellow house,” he says. “It’s almost like a sign from God.” Lisa looks at him. Her mouth is open. Her eyes are open. “What was that?” she says. “Was that a poem?” Jimmy looks at the floor. He doesn’t say anything. “I think we should write it down,” says Lisa. She does this, she writes it down, then kneels next to the boy. “Jimmy,” she says, “I really liked your poem.” Jimmy looks away and speaks softly. “Okay,” he says. That night… ----------- Lisa reads the poem to her husband: Anna is beautiful beautiful enough for me the sun hits her yellow house it’s almost like a sign from God “Wow,” says her husband, “it sounds so advanced. How old is he?” “Five and a half. It’s extraordinary.” Lisa looks at the poem and shakes her head. “It conjures a feeling.” The next day… ------------- Lisa reads it to her poetry workshop, passing it off as her own writing: Anna is beautiful beautiful enough for me the sun hits her yellow house it’s almost like a sign from God The facilitator listens, and smiles, and looks around. “What do you guys think?” The class chatters. Someone speaks up: “I love that line… ‘Beautiful enough for me.’ It suggests so many things, like, you don’t deserve much, or you don’t prioritize beauty.” Then, someone else offers a different interpretation: “But the word ‘beautiful” is repeated, so I feel like you do in fact value it in some deep way, and that you really find Anna beautiful.” “Yeah,” says the facilitator, “I think it was really good. Really good, because with so few elements you make something very—” he searches for a moment, “very complex. It’s as if it was said by someone that has seen a lot of beauty, but now, you know, makes do with very little.” The Kindergarten Teacher is, in part, a film about meaning. ----------------------------------------------------------- It constantly asks the audience: “What do these words mean to you?” This reminds me how emotional—and deeply personal—ambiguous writing can be. ​ If you already own VeryGoodCopy: The Book ( https://7e38aeb9.click.convertkit-mail2.com/r8uxe8zmd6coh3k786ri2hdovqm66h7hmwxke/z2hv0enehnhe02v9v0hp/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ), please leave it a rating and/or review ( https://7e38aeb9.click.convertkit-mail2.com/r8uxe8zmd6coh3k786ri2hdovqm66h7hmwxke/x0hwvmroh6hexv686ku5/aHR0cHM6Ly9nZW5pLnVzL3dyaXRlLWEtcmV2aWV3 ). Then reply to this email with a screenshot, so I can properly thank you... 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Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/r8uxe8zmd6coh3k786ri2hdovqm66h7hmwxke/9qhmw4dxcnhdnvmkm0f9/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS90cmFuc2Zvcm1hdGlvbmFsLWxhbmRpbmctcGFnZXM= )​ ( https://7e38aeb9.click.convertkit-mail2.com/r8uxe8zmd6coh3k786ri2hdovqm66h7hmwxke/08h4ogrpi9h2q6505rcl/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )Above-the-fold ads start at only $999. Learn more→ ( https://7e38aeb9.click.convertkit-mail2.com/r8uxe8zmd6coh3k786ri2hdovqm66h7hmwxke/8gh2x490aohok6vevnuk/aHR0cHM6Ly9mb3Jtcy5nbGUvVHRMZVllc2dRdkdSdEtnRDg= )​ ( https://7e38aeb9.click.convertkit-mail2.com/r8uxe8zmd6coh3k786ri2hdovqm66h7hmwxke/58h5epdgf7hgld8p8lh6/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r )If you already own a copy, please read this→ ( https://7e38aeb9.click.convertkit-mail2.com/r8uxe8zmd6coh3k786ri2hdovqm66h7hmwxke/08h4ogwkt9h2q65055sl/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r )​ © 2014 - 2026 VeryGoodCopy. 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Did someone forward this to you? ​ ​Join ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0a3u42zp3bluk680599b3homk0r/z2hghnh3qezeppap/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS8= ) some 95,000 valued email subscribers or sponsor ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0a3u42zp3bluk680599b3homk0r/owhr9k38iqhr2wewgobv/aHR0cHM6Ly93d3cudmVyeWdvb2Rjb3B5LmNvbS9zcG9uc29yc2hpcA== ) a future issue. ​ Every Sunday, the Lesson Vault sends you a popular micro-lesson from the first 10 years of VeryGoodCopy. Not interested? 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His fingers were in my mouth. “Hum-tymes,” I said. “Sometimes?” “Ah-huh,” I blinked. “You should do it every day, at least once a day,” he said. “It gets the little bits of leftover food out of your teeth.” “Oh,” I blinked again. “Because you know—” he said in the same breath, “little bits of food are like termites for your teeth.” He took his fingers out. “Termites for my teeth?” I said. “Oh ya,” he said. “Big time. They’ll eat right through them.” ----------------------------------------------- Our brains actually think in images, not words. ----------------------------------------------- Copywriter Eugene Schwartz explains this in his book The Brilliance Breakthrough. It’s easier for your brain to decode a picture into words than it is to encode words into a picture. Therefore, communicating in images will increase the clarity of your message. It will also make your point more memorable. ------------ For example: ------------ Let’s say my dentist imparted the importance of flossing another way. He could’ve said, “You should floss every day, at least once a day, because food lodged in the spaces between your teeth can cause impaction, which, over time, can lead to tooth decay.” Is this an accurate statement? Yes. But does it put a clear image in your mind? Not really. It’s abstract. Words like “impaction” and “decay” make the audience do the work of understanding. No good. The audience must not work to understand. The word “termite,” on the other hand, is concrete, clear. When you hear it, you see the thing, the bug, its legs, its pincers, the mouth, eating your teeth like moist wood rotting in a crawl space. You see the damn thing. ⍑ - -------- ANOTHER? -------- Enjoy the full collection: own all 207 original, fully updated "micro" lessons inside VeryGoodCopy: The Book ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0a3u42zp3bluk680599b3homk0r/6qh70e6wu8h7m7wnq3co/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ). (But if you already own a copy, please click here ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0a3u42zp3bluk680599b3homk0r/l2hdm8gximh3x5ldvzi6/aHR0cHM6Ly9lZGRpZS1zaGxleW5lci5zcXVhcmVzcGFjZS5jb20vcmV2aWV3LXRoZS1ib29r ).) ( https://7e38aeb9.click.convertkit-mail2.com/8kuw4qz2v0a3u42zp3bluk680599b3homk0r/rehrkxpeaoh0g07w8os2/aHR0cHM6Ly9nZW5pLnVzL3Zlcnlnb29kY29weS10aGVib29r ) ​ Thanks for reading. I'm honored to have your attention and would love to hear from you. If you'd like to write me a note, simply reply to this email. Otherwise I'll see you in the next issue! 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