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The First Rule of Copy Creation

Content creators get a lot of likes and people saying "thank you."

Copy Creators get a lot of clients, customers, and subscribers.

The first rule of copy creation is this:

Sell something in every piece of content you create. Sell your offer. Sell why you're trustworthy and authoritative. Sell your story. Sell why your perspective and your offers are better than any others in your niche.

But what does that mean in terms of tactics?

Here are a few ideas:

Content creators deliver endless value and hope that people eventually return the favor. Copy Creators subtly sell in every piece of content they create. Their goal with every piece of content is to sell whatever they sell. They do so tactically, but that's their focus. Not "value."
Content creators create content that could be from anyone: random listicles, platitudes, generic how-to guides, etc. Copy Creators create content that could only be from them: personal stories, opinions, insights that came from real experiences, etc.
Content creators see bad sales numbers and think about how they can get more exposure on social and search engines. Copy Creators want exposure too, but they think a lot more about how they can monetize their current audience better.

What I'm explaining to you here isn't just a shift in strategy.

It's a shift in your entire mindset and approach to content.

You are not trying to be the most valuable person in your space. That person attracts DIYers with no budget.

You are trying to raise your trust, authority, uniqueness, and status, so you can sell what you sell significantly better.

I spent years in that first category. My dopamine levels were high, but my bank account was low. Now I do things better.

I hope that you join me.

The First Time This Happened

I'm the personal branding guy at Copyblogger.

One reason why I'm a huge proponent of personal branding is that once people have deep trust in you, you can do business on "easy mode."

I had the ultimate demonstration of this the other day.

A guy reached out to me for ghostwriting services. I told him we should have a quick call, and he said back:

"I'd rather just skip to working together, if that's cool with you."

Then he paid a $3,000 invoice. Without a word spoken to each other.

I also sell Copyblogger's $350 and $497 personal brand growth plans from a Google Doc. No sales calls. No fancy sales page, even. Just a basic pitch.

(If you want to grow on social media and can afford those prices, reply to this message with your LinkedIn or X profile, and we can talk)

Personal branding isn't just about getting more clicks.

It's about building so much trust that people pay you without thinking twice.

Happy Tuesday. I'll talk to you next week.

- Charles

P.S. Did you see the Copy Creation elements in this email? The personal stories. The opinions. The mention of my offers. This is how content creation should be done. It's valuable, but it also sells. That's the sweet spot.

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The first rule of Copy Creation

The First Rule of Copy Creation

The First Time This Happened

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