I’d just dropped my phone on the floor where some homeless guy probably had a piss, six kids spit, and who knows whatelse.

AND it fell on the touch screen side.

Sigh….

I bend down…

Go to pick it up…

and…

Suddenly I feel more air on my behind than usual

And people are laughing at me?

“FUCK!”

I ripped my pants and now I’ve got to spend the rest of my trip to the mall with an exposed BUTT. 😭

Ok that never happened and I completely made it up, but here’s why I gave you this story:

You need to break things more often.

And so did i in that story.

Because if, 6 months before going to the mall, whilst in my bedroom, putting on those pants for the first time… i tried to bend over to test them…

(aka to break them)

They would’ve broken.

And I wouldn’t have ended up exposed in public.

And the only bad thing that would’ve happened would be my mom giving me a weird look if she came in my room.

But nowadays copywriters would NEVER even THINK of breaking something on purpose.

Let me give you an example:

I’m in a copywriting discord sever where people submit their copy every now and then.

Sometimes, I might leave a comment or two.

Maybe even a paragraph if it’s really bad.

And almost every time without fail when I leave a real comment explaining why you did a shit job and how you should’ve done this…

they get their panties in a bunch.

and they start whining.

and arguing.

and blah blah blah.

But what they don’t realize is that if they go out with that piece of copy… into the wild west that is the internet… they’ll be exposed & laughed at.

When they could’ve just broken & rebuilt a few things.

So get to breakn’

Copy John

P.S. How?

Well, this is a good start:

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