“What you say is more important than how you say it”

This quote by John Caples has been reiterated by at least two other great copywriters – David Ogilvy and Drayton Bird.

But what does it mean?

You see, as most great things, it’s surprisingly simple.

It just means that your, or mine for that matter, colorful language is less important than the offer you’re making.

I see this major mistake done by copywriters and sales people alike every single day.

But there’s a secret psychology to why it’s so easy to commit this copywriting and selling sin.

And it’s because you as the business builder, the copywriter or the sales person sometimes inadvertently put the focus of your message on you rather than on the client – where it belongs if it is to make the sale.

That’s why so much landing page copy, email copy and direct mail copy fails. And inflicts pain and shattered dreams. Sometimes even destroys the business.

Because a great offer pushes the sale a lot faster and a lot further than an empty albeit colorfully written presentation.

Does this mean we should sell cheap?

No, because part of the job is to make the offer unique – thereby eliminating the competition.

If I can’t buy your product or service, that makes me tingle with excitement, from anybody else, I’d pay you gladly and I’d think I’ve made a smart decision.

There are many other moving parts when it comes to copy – email copy, landing page copy, direct mail copy – any kind of copy.

You may take the 10,000+ hours it takes to learn it. Then you may take the next 10,000+ hours to practice and refine it. And the next 10,000+ hours to master it.

Or you may ask me to do it for you.

If you ask me to do it for you, here’s my promise.

You get better results than what you get now. Or you pay nothing.

I know, I know. You might feel drawn to invest in the next shiny $2,000 course that will teach you copywriting, funnels, surveys, VSL writing – everything.

And they may be good courses. But remember the $10,000+ hours to do it right. Well, there’s simply no sidestepping that.

So if you have a ton of time on your hands, by all means spend the 10,000+ hours it takes to learn it and the next 10,000+ hours it takes to practice and refine it, and the next 10,000+ hours to master it …

Or simply ask me to do it for you.

You get better results. Or you pay nothing.

Just send me an email with the subject ‘Better results please’.


Do it now. You’ll be glad you did.

Yours for windfall profits,

Alex Popov

Alex Popov