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Been a rough week? The weekend will make it better. Or just compare yourself to this poor dingbat to make yourself feel better.

Ok. Today’s Main Thing gives you something to chew on with the 4 Agreements of Copywriting. 

After that, sift through the week that was in marketing with our Wrap-Up section.

Take the poll below and we’ll get going. Or don’t. You got free will running out your ears.

The 4 Agreements of Copywriting

#1 Tell the truth.

Lots of reasons for this one. Mainly self-interest. Copywriters willing to stretch the truth will find it a slippery slope. 

Half-truths turn into outright lies. You can probably wash away that guilt with a barrel of rum every couple of weeks, but your liver will pay the price.

Also, people who hire you to tell lies won’t even trust you very much.

Best to stick to the truth. It’s easier to remember. Plus, any copywriter worth their salt can make the truth sound better than any fiction.

Don’t believe it? Read a few news stories. It’s a weird world. The truth’s stranger than fiction. 

#2 Do your best.

Lots of ways to help ensure you do your best copywriting.

• Checklists

• Templates (for guidance, not blind allegiance)

• Use AI to point out weak spots

• Use an experienced human editor for feedback

If you did nothing but used a 10-point checklist, your best will outperform 90% of copywriters. Most are in too big a hurry these days to even take that easy step.

Do remember that even when you do your best copywriting, it won’t always result in successful marketing campaigns. The offer might suck or the audience is not a fit. 

Your best writing won’t overcome that. If you’re a freelance copywriter, be ready to defend your work and have a waiting list of clients. That way, you can have the confidence to tell unhappy clients you can “replace them by 2 PM” if they wish to look elsewhere (I believe that’s a Dan Kennedy line… and a good one).

#3 Don’t make assumptions.

The biggest mistake copywriters make (including me) is probably assuming they understand the target audience without digging deep enough.

Finding the main pain points of an audience doesn’t take very long. It’s easy to take those obvious points and just start writing an ad, email, or video sales letter.

I wonder how much better the copy would perform if we took another 4 to 8 hours to better understand the target audience?

With AI tools, these assumptions are getting worse, since AI summaries are, by their very nature, surface-level. 

There’s no substitute for time when it comes to getting to know a person. The same principle’s true for getting to know the people you’re trying to persuade with your copywriting.

#4 Don’t take anything personally.

Best to develop a thick skin as a copywriter. 

Your writing will be marked up with red highlights, carved up, criticized, and deformed beyond recognition!

That’s ok. Detach yourself from your work. 

All writing gets edited brutally. Every successful author has an editor who “cruelly” points out all the flaws in their writing. Sometimes telling them they need to… start over!

I’m talking major authors who’ve already penned best-sellers.

Imagine how they feel after having their “darlings killed” page after page.

Thing is, it’s not personal. Every piece of writing gets edited.

If not by another person, by the original writer or copywriter. 

The first draft has all kinds of room for improvement. Less room with each additional draft. 

At some point, sure, there must be a stopping point where the copy is good enough to put out into the world.

But if there were endless time, the editing would never be finished. Keep that in mind to help you avoid taking anything personally with your copywriting.

And that anyone tasked with editing your writing has a vested interest in it being the best it can be. That benefits you ultimately.

That wraps up today’s Main Thing. I recommend reading the OG Four Agreements, BTW. Easy read. Worthwhile. 

Onward to This Week’s Marketing Wrap-Up…

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Please share Inbox Hacking with a fellow marketing genius or business owner. I appreciate you reading and sharing. 

Shane McLendon - Copy Kingpin

“When you lose your ego, you win. It really is that simple.” ~Shannon L. Alder

#1 book launch marketing tip: Dude in the podcast interview above, said handing out a book (for free) at numerous Chambers of Commerce led to 8 million book sales for one author.