You know I see a lot of beginners worry and fret over every little word in their ad.
But that’s actually bullshit.
One of the most mailed pieces of copy in the world had spelling errors in it (coat of arms letter - Gary Halbert)
If word choice matters SOOOO much how is that possibe?
It’s because word choice is jack shit, what’s really important is what you’re actually saying with your words.
Like for example:
One of the most important things Gary did in that letter (and all of the other letters) was… have personality.
Shocking, I know
You could use the worst grammar, spelling, weird vocab as long as it’s readable and has some world-class personality injected into it and you’ll convert like crazy.
And actually one of my favorite newsletters that does this is Marketing Millennials.
They’re really good at telling stories, making jokes, giving advanced marketing tips, etc., while still keeping a good personality.
Recommend you check them out (if you can handle more advanced things)
The best marketing ideas come from marketers who live it. That’s what The Marketing Millennials delivers: real insights, fresh takes, and no fluff. Written by Daniel Murray, a marketer who knows what works, this newsletter cuts through the noise so you can stop guessing and start winning. Subscribe and level up your marketing game.
Now…
Personality DOESNT mean you should start talking about your Tinder date on a B2B sales page. You can have personality and also stay in whatever niche you’re in (keeping professional, still relating to readers, etc. etc.)
And “having personality” doesn’t mean it’s your personality.
If you’re writing for a client who’s got a personal brand voice/personality but you’re more of a… I don’t fucking know.. “less personal guy,” then be more personal.
Just copy whatever personality you’re bussiness owner’s personality is.
How?
Do it for yourself first.
It’s really hard to copy someone else’s personality if you can’t even put your own in a few emails.
That’s one of the main reasons I think starting your own newsletter is so important.
All the brands nowadays want someone who can “adapt to their unique brand voice” aka write with some real personality.
If you can’t do that… You’re off the chopping block.
But hey - it’s your choice, learn the skills now or get fucked later:
