Though it helps to read people’s books (obviously), one of the best things you can do is read any sales message that gets you to spend money. That is copy you should study because you’ve connected with it on an emotional level.

The purpose of a headline is simple: to get people to stop what they’re doing and to start reading (or watching) whatever it is you put in front of them.

the few of us who really can do it, write copy that sells, are so much in demand, you can’t even think about hiring us unless you’re willing to spend an arm and a leg. Even then you’ll still have to wait in line.”

Here’s the big thing to remember: nobody will write better copy for your stuff than you.

Here’s a technique I’ve learned to help you make your copy all about them. It’s a shortcut, a hack. Look for these words in your copy: “I, me, my, we, ours.” Why do you want to look for those words? Those words show where you’re talking about yourself. These are the words your prospects don’t care to hear because when you use them you’re usually

Like the old axiom says, “people love to buy; they hate to be sold.” People buy when they feel like something will make them feel better or help them get what they want.

The purpose of a headline is simple: to get people to stop what they’re doing and to start reading (or watching) whatever it is you put in front of them.

Your content addresses their fears. It speaks to their desires. It uses the words they use. It feels like a conversation with a friend or a trusted advisor.

This is the single most valuable secret I ever learned. In my opinion, this is the one that can change your life the fastest. Burn this into your brain. People don’t buy without a reason why.