14 years of marketing mastery—distilled into plays that attract, convert, and retain like clockwork.
October 2025
🔎 Today’s Stack:
📌 12.5 psychological marketing principles that actually make people click, buy, and remember your name
📌 Real-world hacks from $100M+ in ad spend
📌 The wild (and wildly effective) reason why you should write like you're talking to a third grader
🥷 1. Headlines Are the Ad
Your headline isn’t just the intro — it’s the main event.
Legend says it’s 80% of your ad’s success, and the numbers don’t lie. A headline can triple click-through rates.
The formula?
Curiosity is king
Different = better
Sexy wins (yes, even in SaaS)
TLDR: Write headlines like your paycheck depends on it — because it does.
🎤 2. Say What Only You Can Say
Forget generic.
If you're the only left-handed vegan gym owner who's scaled 10X using snail mail, say it.
Competitors can copy your offer, but they can’t copy your story.
Proof outperforms promise every time.
👥 3. Call Out Who It's For (and Not For)
Polarize.
The fastest way to stand out is to tell people who you’re not for.
Not only does it clarify your market, but it magnetizes the right customer.
“Only for people trying to lose over 30 lbs.” is 10x stronger than “Get fit.”
🧠 4. Give a Reason Why (Even a Dumb One)
“Because” is magical.
No really — studies show people are more likely to say yes when a request includes a reason, even if it’s nonsense.
“It’s my dog’s birthday. We’re giving 30% off.”
Dumb? Yes.
Effective? Also yes.
🫣 5. Own Your Flaws (a.k.a. Damaging Admissions)
This one's savage: Tell them the ugly truth.
“Our website’s ugly. But it converts like crazy.”
Admit what your audience is already thinking and you instantly gain trust.
Trust > promise.
👀 6. Show, Don’t Tell
Instead of saying “Get more leads,” say:
“Your inbox flooded with so many DMs you can’t keep up.”
Use visceral, relatable moments.
The more specific, the better.
🏆 7. Tie Benefits to Status
People don’t just want results. They want status.
That could be:
Friends asking “How do you do it all?”
Clients thinking you’re a wizard
Competitors seething in silence
Make your product the thing that elevates them in their tribe.
⏳ 8. Use Urgency & Scarcity (Correctly)
Urgency = time-based. Scarcity = quantity-based.
Real scarcity works only if it’s enforced.
Don’t bluff. If the deal ends Friday, it ends Friday.
Otherwise, next time they won’t believe you.
You don’t need to say “I’m an expert.”
Instead, say:
“We’ve helped 4,000+ gyms.”
“Best of [City] Award Winner 2024.”
“As seen on Oprah.”
Authority sticks when it’s implied, not shouted.
🪩 10. PS: The Most Underrated Line in Copy
People scan.
After the headline, your PS is the most read line in your ad/email.
Use it to restate value, exclude who it’s not for, or drop a CTA.
Heck, add a PPS too — it’s the 3rd most read line.
👣 11. Tell Them Exactly What to Do
No vague CTAs like “you know what to do.”
Spell it out:
“Click the blue button, fill out the form, pick a time.”
Bonus: When what you promise actually happens, you build influence.
🧃 12. Write at a Third-Grade Reading Level
Yes, really.
Most people read at a 6th-8th grade level — if you’re lucky.
Simple copy converts.
Short sentences
Small words
Strong verbs
No fluff
Keep it light, frictionless, and punchy.
Concision + clarity = cash.
🤡 Bonus Hack: Use Humor (When It Works)
People remember funny.
If you can educate + entertain, you win.
But humor is tricky — test it like comedians do.
Only keep what hits.
🧩 Final Thought:
The best copy doesn’t read like copy.
It feels like a friend whispering secrets you needed to hear — and then handing you exactly what to do next.
Go write like that.
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