You know I’ve always thought…

here’s what i mean:

I don’t care if you’re not Christian or whatever, just pay attention.

In the Bible there’s this guy and at first he’s named Simon.

Now Simon is super pious so one day Jesus switches his name to Peter and declares him the “rock” of the church.

What that means is he’s the foundation.

It’s this whole big deal but it all comes down to:

If you build a house on sand, it’ll fall.

If you build a house on rock, it’ll keep standing.

That’s why Jesus chose Peter for his church and that’s why you need to become a hard copywriter.

Because if you write copy while being hard… your copy won’t fail.

So how do you get hard?

#1 have hard principles

Choose them wisely and don’t differ from them, stay hard

#2 write until you’re hard

Sometimes you just gotta write so much you get hard

#3 write hard

You need to write hard stuff so that you can write easy stuff.

I know it sounds weird, but it’s true.

Do you think kobe got to be the basketball player he was because of easy stuff? no he made the hard stuff easy.

That’s what you need to do.

John

P.S. this is something I found that is very cool:

Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.

Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.

Learn more.