I am currently listening to a book called The Elements of Eloquence.

I found the book from George Mack (Highagency.com)'s reading list - and although his writing style is more similar to an author than a direct response copywriter, I wanted to read it.

The book breaks down something like 30+ writing techniques that the most well known authors, screenwriters and movie directors use.

Things that make their writing memorable. Things like:

"Bond. James Bond."

"Heavy is the head that wears the crown."

"The first rule of Fight Club is: you do not talk about Fight Club. The second rule of Fight Club is: you do not talk about Fight Club."

Classic lines - but it made me realise something INSANE.

People (maybe even you reading this) disregarded the skill of learning how to write...

... and outsourced it to a computer, before they even scratched the surface of their knowledge.

Any copywriter on my team knows how to write copy with a quill and a piece of parchment - PRE AI COPY!

And we are all STILL so obsessed and learning so much every single week when it comes to crafting persuasive arguments.

But then you have others who are out here complaining about...

• Why their funnels aren't working
• Why their ads are attracting bad leads
• Why their client is poor at presenting on a webinar

And a lot of it comes down to the fact that they just don't know how to write material that FIRES people up to take action.

Writing that has SOUL! Writing you can FEEL when you read it!!

IMAGINE a sales manager putting a closer on the phones if their only experience was role playing with an AI Bot!

You'd call them mad. So, anyway... what's the lesson here?

Or is it just a rant?

Can it be just a rant?

Okay maybe it's just a rant.

Maybe it's more of a plea.

A plea to any of you reading this to LEARN HOW TO WRITE GREAT MARKETING MATERIAL!

Regardless of your industry, your skillset or your goals - whether you work for yourself or you operate for others - for the love of god, please learn copy.

Proper copy.

Study the greats. Study movies and stories not just Joe Schmo breaking down copy principles on YouTube.

HAPPY THURSDAY!

CM