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News = unlimited ideas.

(and yes, even if you newsletter isn’t about news, you can still do this.)

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Speed is the best defense.

Look, I’ll be honest — this idea doesn’t come from me.

Where I found it was in a book called The Book of Elon. I might link it below if I remember.

But essentially, it’s a book about all of Elon’s ideas — everything he’s said, in his own words.

There’s one part of the book titled “Speed is the best defense.”

And he talks about this one plane in the U.S. Air Force.

I forget what it’s called, but it had absolutely no defense on it.

No defense.

And it had never been hit once.

Now, that’s extremely rare for a plane.

I’m not some military expert, but no defense and never been hit?

That’s crazy.

The reason why is because of its speed.

It moves so fast that it’s basically impossible to hit.

Same thing with what Elon did at SpaceX.

He could have filed patents.

He could have tried to keep everything secret.

But instead, he chose to move so fast that other companies couldn’t keep up.

And that’s what you should be doing as a copywriter.

You need to move so fast that other copywriters can’t keep up with you.

So how do you do that?

Let’s say you’re doing email.

Most people will do 50 emails in a certain time block.

That’s fine.

But what you should be thinking is:

“How do I do more in the same amount of time?”

If it used to take you that long to do 50…

Now aim for 200 in that same time block.

Now, you’re not going to hit that immediately.

But let me tell you something.

Recently, I’ve had this list of about 13 things I need to do every day.

At first, I couldn’t even get through it in a full day.

Now I’m starting to finish it before lunch.

Why?

Repetition.

You start to understand what you’re doing.

You build muscle memory.

You build mental shortcuts.

And then you get faster.

So no, going from 50 to 200 won’t happen overnight.

But if it happens over a month…

You’re in a completely different position than the guy still doing 50.

Because while he’s sending 50 a day…

You’re sending 200.

Who’s going to get a client first?

Obviously you.

So the real way to win in copywriting…

Is speed.

Move so fast that no one can keep up with you.

If you look at the people you look up to — billionaires, top copywriters, all of them…

They move fast.

They work hard.

And they keep going.

That’s the secret.

I’ll catch you in the next one.

Copy John