1984

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Hey {{first_name|bro}},

When I was first forced to follow along with 1984 in english class.

(even though I was mostly listing to copywriting podcasts the whole time)

The times that my teacher made me rip out my earbuds and read… i was not impressed.

The supposed “best dystopian book” was absolute lazy trash.

I mean, the main bad guy—big brother—is a weird ahh name and everything just sounded like it was made up on the go.

But… I was wrong.

On the outside it looked like an overhyped steaming pile of crap that only weird English teachers fantasized over.

Yet, it’s one of the best fictional arts ever created.

And you know what?

This sort of thing happens alot with copywriting as well. Things look trash on the outside, like no one would even read them.

But then you realize it’s an ad for people in their 80s with back pain and you don’t have a single gray hair on your head.

this is why research is… so so SO important.

I know I keep yapping about this but I want you guys to get good. And 80% of any ad is research.

So 80% of my emails should be about research if I want you guys to get good.

(like really good)

FINAL POINT: Next time you see an ad and you think, “wow that’s trash!” … think about who they’re targeting, what they would want to see, and if this ad showed it to them.

If you do that everytime you see an ad, you are going to get good QUICK.

Peace boys,

—John

S: 169

T: lock in and do some research