What I Learned From Getting Beaten in Chess

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Hey {{first_name|bro}},

The other day I was playing chess with my mentor and he beat me bad.

I came in thinking everything would be cake…

Move a piece here, then move that, anddd boom—I’d just lost, and i didn’t even know why.

As I was sitting there in shame, I realized something: This same exact thing happens to most copywriters, but instead of losing a chess game, they lose a client.

Let me explain…

If you play chess, you know chess isn’t about making moves based on what your opponent did.

It’s about making moves based on what they’re going to do.

And I’m not talking about 1-2 moves—I’m talking about predicting what your opponent is going to do 7 moves in the future.

The reason my mentor won was because he knew what I was going to do before I did it.

You need to do the same thing in copywriting.

You need to write words based on what’s going to get the most people to buy in the future, not now. (with exceptions of course)

This is the reason brands don’t just send out constant direct response.

They know that if they send out DR now, they’ll get sales. But if they send out a bunch of brand copy first, they’ll get a lot more sales in the long run.

And that’s just one example.

So in conclusion, you should look like this when writing copy:

—John

S: 123

T: Think in chess