How to get free coffee for six

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I’m in Lisbon. For the second time ever in my life. ​​I’m here for a meetup organized by Sean D’Souza. For the second time ever in my life.

In case you don’t know Sean, he is a marketer who’s been online since before Google went public. And he’s still at it.

​​Sean and his wife Renuka run Psychotactics, a genuinely unique and genuinely valuable website, blog, email newsletter, and podcast.

Sean and Renuka decided a long while ago that they wanted to cap their income — the last I heard, they make $500k a year and that’s it.

On the flip side, they take three months of vacation a year — work three months, travel for one month.

They normally live in New Zealand, but last year during one of their vacation months they traveled around Spain (the first meetup I went to was in Seville).

This year, they are traveling for a month around Portugal. And that’s how and why I am Lisbon today.

Yesterday was the the meetup. There were six of us:

#1 Sean…

​​​#​2 Renuka…

​​#​​3 A Portuguese entrepreneur with a miracle household product she is trying to get onto a world market…

​​#4 A German fitness trainer and app creator…

​​#5 An English bass guitar teacher who has been selling courses online almost as long as Sean has (and who had actually heard of me, via Kieran Drew, and via my love of the Princess Bride)…

​​#6 Me.

Not in attendance, but somebody who was supposed to come until the very last minute, was Internet marketer André Chaperon. That would have been a kind of thrill for me, because André was how I got into copywriting, and his AutoResponder Madness was the first email copywriting course I ever went through.

Anyways, let me jump from the intro to the outro:

​​After three hours of sitting in the cafe of Sean and Runuka’s boutique hotel, and talking about all kinds of things business, marketing, and persuasion, we got up from the cafe and left without paying.

I didn’t know anything about it. I assumed Sean had paid for our coffees, but he didn’t. Instead, we just smiled at the two waitresses who had been serving us, thanked them, and walked out.

The coffees we had consumed didn’t go on any kind of tab. The waitresses knew we didn’t pay. And yet they didn’t complain, and in fact were happy with the situation.

The question then is, how do you get free coffee for six?

I would tell you the answer, but I’m afraid you would groan and say, “Oh come on.” Because the answer is very simple, very obvious, and you’ve probably heard it as advice a million times before.

But maybe you’re still curious, and you really would like to know how to get free coffee for six, even if the answer is simple, obvious, and familiar.

If so, I’ll make you a deal:

Write in and tell me a frustration you’re currently having. It can be big or small. It can have to do with business, marketing, persuasion — or it can have nothing to do with any of those things.

I’m not offering any kind of solution to your frustration. But I am curious, and I am willing to listen. And in exchange, I’ll write you back and I’ll tell you how to get free coffee for six.

The Trick

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Yesterday, I was critiquing an email from one of the students in my Write & Profit coaching group.

After a genuinely interesting top two-thirds of the email which talked about Pan Am Airlines, my student concluded his email by saying:

“I’m thinking of putting together a small group coaching program where I get down to the nitty-gritty of this understanding.”

I screwed up my face. “Which understanding was this again?” I asked myself.

I started scrolling back up through the email to see exactly what promise, realization, secret this was referring to, which I had either missed or forgotten.

Of course, your own readers will not read your emails with the patience and diligence of a writing coach.

If your readers find that they are lost as to what you mean, odds are really fantastic that they won’t scroll back up through your copy to figure it out.

​​Instead, they will simply click away, and they will mentally mark your emails as making them feel dumb. “Note to self: avoid in the future.”

As I told my student, the way to deal with this is to use the Trick.

The Trick takes away confusion. The Trick makes your emails easier to read. In many cases, the Trick can drive sales itself, even if the rest of your copy isn’t as interesting and persuasive as my student’s Pan Am story was.

Best of all:

The Trick really is a trick. It takes all of a few seconds to apply. And if you’re feeling particularly uninspired, the Trick can simply be a matter of formatting, without changing your copy in any way.

For all these reasons, the Trick is an immensely powerful and versatile copywriting tool.

​​That’s why the best copywriters use the Trick so often, and that’s why I’ve devoted an entire round — round 5 — of my Copy Riddles program to all the different variations of the Trick.

​​For more information on Copy Riddles and the Trick:

https://bejakovic.com/cr/

Very insightful AI-generated summary for my book’s reviews

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Yesterday, I checked my little 10 Commandments book on Amazon to see if I have any new reviews. I have no new reviews. But there is something new.

Above all the reviews I’ve gotten so far, there’s a new AI-generated summary that says:

“Customers find the book a great read with great bits of advice. They also appreciate the names of the great bits.”

Huh? Names of the great bits?

​​I’m guessing that’s the AI-generated summary of the following human-generated review, which contains the word “names” several times:

“Short and very pertinent. Loaded with the names of hugely successful giants of the copywriting world and the titles of their successful books. I read the book on Kindle and highlighted many great bits of advice and the names of the great writers sharing advice. If you write ad copy for a living or hope to do so, buy this book.”

Now, this is not one of those “Haha stupid AI, it will never be as smart as us great apes” emails.

I’ve gone on record three years ago, before ChatGPT really broke, saying I think AI will in fact be able to replace any and all human work, including supposedly creative work.

I still stand by that. If AI is not quite there yet today, like with the above review summary, then it will get there tomorrow, or the day after.

That said:

My awkward AI summary above actually makes an insightful point. Humans do appreciate the names of the great bits.

Specifically, we appreciate the names of great bits known as other humans.

I’ve noticed I get turned off when I realize something is AI-generated. Not because it’s inferior in quality. Often it’s not — often it’s actually better. But I still get turned off, simply because I realize it’s AI-generated.

Really, this isn’t anything new.

I haven’t been to many standup comedy shows. But I have heard they are typically set up in a 1-2-3 order:

Number 1 comic is unknown and often terrible. Number 2 comic is unknown but really good, on the way up. Number 3 comic is nationally famous and has been so for a few years.

Objectively speaking, the no. 2 comic will often deliver the best, tightest, funniest set.

But it’s the no. 3 comic who will draw the biggest laughs, simply because people have come to see him, because he’s the headliner, because he’s got the name they know. The quality of the content is actually secondary or tertiary.

While there are still humans, and while there is still work for us to do, there’s a lesson to be drawn from that.

​​And now, related to that lesson, here’s my offer to you:

For a while now, I’ve been thinking about creating some kind of a workshop or program to help people build up their status, their authority, their name. How to do this is a personal interest of mine. And maybe I can help you do it, quickly and thoroughly.

I haven’t yet decided whether to organize this workshop or program, or how it would look. But if you’re interested, just hit reply and tell me so.

I won’t have anything to pitch you — not yet at least. But I want to hear from you, and I want to talk to you, and see if I can help. So if you’re interested, hit reply and let’s talk.

Climate change is bullshit

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If you identify as right-leaning, at least in the American sense, then there’s a good chance you already suspect climate change is bullshit.

In that case, I’m not telling you anything new.

On the other hand, if you identify as left-leaning, at least in the American sense, then you should know that “climate change” is in fact bullshit.

The term was a kind of red herring proposed back in 2002 by a Republican pollster, Frank Luntz, in a memo to the administration of President George W. Bush. Luntz wrote:

“‘Climate change’ is less frightening than ‘global warming.’ As one focus group participant noted, climate change ‘sounds like you’re going from Pittsburgh to Fort Lauderdale.’ While global warming has catastrophic connotations attached to it, climate change suggests a more controllable and less emotional challenge.”

Luntz later distanced himself from this memo and the effects it may have had. But it was too little, too late.

The Bush administration had already taken up the fight for “climate change” at the expense of “global warming.”

​​Over the course of 2023, they started seeing results.

​​Climate change gradually became the standard way to talk about the environment — not just in Bush administration press releases, but among news media, left-leaning politicians, and ultimately the general population.

It’s now 20+ years later.

​​Yesterday was Earth Day.

Mainstream media like the BBC and CNN wrote about the occasion.

So did left-leaning media like NPR and the New York Times.

They all bewailed the fact that not enough is being done. And they all used the term “climate change.”

I have no interest in trying to change your mind one way or another about the environment. I identify as neither right- nor left-leaning, but upright, like a refrigerator.

​​My point is simply to talk about the persuasion aspect of all this, and to highlight what it means for you.
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Because you might think the lesson here is to simply come up with a sneaky new phrase like “climate change” and snap your finger to make your customers, constituents, or even competitors play the game you want them to play.

Not at all. Here’s a story from George Lakoff, a UC Berkeley professor of linguistics and a kind of Democrat version of Frank Luntz. Lakoff wrote:

“I was once asked if I could reframe — that is, provide a winning slogan for — a global warming bill “by next Tuesday.” I laughed. Effective reframing is the changing of millions of brains to be prepared to recognize a reality. That preparation hadn’t been done.”

It’s possible to reframe the minds of thousands of your customers and even your competitors so they play your game… use your preferred language… and fume against you in a way that only serves you and reinforces what you want.

But it takes some preparation to do that.

There are lots of ways to do that preparation. I’m sure many of them are fine. But my preferred one is simple daily emails like the one you’re reading now.

If you haven’t tried writing daily emails yet, I can recommend it.

​​If you have tried writing daily emails, I can recommend keeping it up.

And if you want some guidance on how to keep it up, and what to put in your emails so you prepare all those minds to recognize a new reality, here’s my “intro to daily emailing” course:

https://bejakovic.com/sme/

Daily emails for non-creative people in 20 minutes or less

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There’s a famous full-page newspaper ad that ran thousands of times with the headline:

“They Thought I Was Crazy To Ship
LIVE MAINE LOBSTERS
As Far As 1,800 Miles From The Ocean”

The lesson from that famous ad is:

​If there’s a killer objection your prospect will have as soon as he hears your offer (“Lobsters in the mail???”), it can make good sense to call out that objection before your reader has a chance to think it, right in your headline (“Yes!!! Lobsters in the mail!”).

Today, print advertising isn’t what it used to be. Instead, today we have email. And in my experience, email has become the new headlines for your sales message.

And since you’re still reading, let me tell you that last summer, when I was putting together the training that eventually became my Simple Money Emails course, I asked my readers for input.

​​One of them, a business owner with a long-running and successful brick-and-mortar business, wrote me to say:

“I’m told that a sales email should be in a story format that tells the story about the client’s fears, concerns, what keeps them up at night etc. Your product or service should solve your prospect’s problem. My challenge is not being creative enough to produce these emails on a consistent basis with relevant content.”

The fact is, you don’t gotta be creative to write daily emails that pull in sales today, and even keep readers reading tomorrow. That’s really a story that people tell themselves because they are thinking too much.

In reality, you can follow the same formula day in and day out. No creativity required. And people will never notice.

I do it pretty much every day. Nobody ever complains. Sales come in. And people read again tomorrow.

If you’d like to find out how you can do it too, take a look here:

​https://bejakovic.com/sme/

The solemnization of your union to your…?

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Dearly beloved—

We are gathered here today so that I may call out a few honourable and dishonourable names:

– Brian Kurtz calls his customers his “online family”

– Dan Kennedy calls his customers his “herd”

– Ben Settle calls his customers his “horde”

Why does this matter? I’m not sure, but it does.

The human brain likes to think in metaphors. It likes to leech emotional context from one thing to another. It likes to take vague and inhuman concepts like “email addresses in a database” and turn that into something more familiar and concrete, like a family or a herd of cattle.

Therefore I require and charge you to think about the kind of metaphor you are using or not using. This will solemnize your union to your audience. I mean, to your tenants. I mean, to your parishioners.

Clearly, my own mixed metaphor still needs some work. But I’m experimenting with it.

Wilt thou experiment as well? Then take a look at the page below, because it might be helpful:

https://bejakovic.com/mve/

Public appeal: What are you eyeing to buy?

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During my CopyHour promo last week, I got a message from a reader who got stung by buying too soon:

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Man you really gotta start posting an affiliate calendar, your bonuses are always amazing… same case as High Impact Writing. I already bought it on the first round of the year and I will say it was phenomenal. would’ve been great to get it from your affiliate though

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An affiliate calendar is a smart idea. But the fact is, as things stand, I have no major affiliate offers planned soon. Maybe you can help me with that.

Ask yourself:

Is there anything you’re thinking of buying?

Any course, mastermind, coaching program you have your eye on, you’ve been saving up for, you’re on the fence with?

If there is, write in and let me know.

If it’s an offer that makes sense to promote to my entire list, I will reach out the offer owner and ask about striking some kind of a deal.

And when I do, I will make sure you benefit.

Maybe I can wrangle a sizeable discount on your behalf.

Or maybe I’ll add on valuable bonuses — extra trainings or a community or secret info — that make the original price seem like a steal.

You win. I win. And maybe even that offer owner wins.

So think for a moment. And if something pops up in your mind, let me know.

10 lessons from my CopyHour promo

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I finished my CopyHour promo last night. I can say it was a success.

I made a healthy number of sales and made good money. No, it’s not “buy a chateau in France” kind of money. But if I could do this every week, honestly I would.

I made a list for myself of 10 lessons learned from this promo. Maybe these lessons won’t speak to you at all. Or maybe you’ll find one interesting or valuable point inside. Here goes:

1. I was worried that there would be nobody left to buy. I mean it’s CopyHour. The program has been around for 12 years and 3,000+ people have bought so far. Plus, there’s a lot of overlap between Derek’s list and mine… plus, Justin Goff promoted CopyHour a couple months ago.

“Surely everybody knows CopyHour and has either bought or has decided not to buy…”

But I was wrong. There were people for whom CopyHour was genuinely new. And there were others who were swayed by my bonuses (more on those below).

2. As has happened before when I’ve promoted affiliate offers, people wrote in thanking me for turning them on to a good product or service they hadn’t heard of before. This is a strange phenomenon known as “people are happy to be sold as long as you sell them stuff with their best interest in mind, and you communicate that.”

3. I officially ended the promo with more subscribers on my list than I started with, in spite of sending 10 emails over 3 1/2 days. I’m ascribing that to the following…

4. The event felt lively. In fact it always feels lively when I’m promoting something I haven’t promoted before… when sales are coming in… when sales are coming in from people I had never heard from before, but who turn out to have been reading my emails for a year or more… when I’m pushing out lots of emails quickly… and when even people who are not interested in buying are writing in to comment on the event and the emails.

5. It feels great to promote a solid proven offer that really helps people. And when it feels great, I’m much more ready to work.

6. It feels really nice to promote an offer where I don’t have to do any delivery after the fact. I’m planning to take most of the day off today after I finish this email.

7. Bonuses: The fact that they added up to what CopyHour cost, and even a bit more, made it feel like buy-one-get-one-free to people. Some bought because of that, and wrote in to say so.

9. A few people wrote in to say they were persuaded to buy by a specific bonus among the five I offered. Lesson learned: Keep creating content, keep putting out offers, and even if those offers don’t become evergreen sellers like my Simple Money Emails program, they can still have value.

10. It’s often easier to write 10 emails than to write 1.

I had been really struggling writing emails the past couple days/weeks before promoting CopyHour.

I’ve been looking to make some significant changes in the way I run this newsletter and the kinds of offers I promote.

The result has been a lot of baggage in my head and feeling inhibited when I write and second-guessing myself. Promoting a solid affiliate offer and simply being able to write fun emails cleared that from my head, at least for this week.

All that’s to say:

If you bought CopyHour, thanks again for buying. I hope you will do the work and get the promised results.

And whether or not you bought, I hope my emails over the past few days were still entertaining and maybe even valuable.

I’ll be back tomorrow with something new. I have no idea what yet. But now, it’s time to go have coffee and go for a walk.

Daniel Throssell offers a thought on my CopyHour promo

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This morning, I started my final-day email barrage promoting CopyHour. In reply to my last day’s first email, I got a message from Australia’s best copywriter, Daniel Throssell, who wrote:

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Can I offer a thought?

If it were me I’d make more of a big deal of how little a burden your extra training will add to the not insignificant time burden of doing CopyHour.

I get the feeling one of the big objections to a program like CopyHour is the massive time & work commitment it entails, and buyers will (justifiably or not) use that as a reason to excuse themselves from the promo. I think a five-bonus stack does you no favours in that regard. But it looks like mostly small, punchy stuff … so you might do well to emphasise each time that it only adds (say) 1 hour of total time to get the benefit of all those bonuses.

Of course it may be presumptuous of me to say that to you, but it was just a thought I had when reading this.

Good luck!

===

As Daniel tends to do, he makes a good point above.

There are two costs to any kind of product. One is the price you pay up front. The other is the effort and time to actually consume or use the beast.

Info product owners often think that the more mere tonnage they pile onto their offer, the better it will sell. But I have personally been turned off by offer smorgasbords that made me think, “Ugh, who’s got the stomach to swallow all those mixed meats…”

So let me take and apply Daniel’s advice:

The core promise for CopyHour is “write six & seven figure copy in the next 90 days.”

Yes, getting there will require work. It’s there in the name — CopyHour.

I encourage you to sign up to CopyHour if you plan to do the work, since that’s the only way to actually get the promised benefits in those 90 days.

If you do decide to join CopyHour today, and you do so before 8:31pm CET using my link below, I will also give you a free bonus, which I’ve taken to calling Red-Hot Copywriting Secrets. This is a bundle of five bite-sized offers which I’ve previously sold for a total of $499.

I won’t overwhelm you now by talking about what each of the five offers is about. I will say that you can use three of these offers as references, meaning you reach for them when you need to, at a cost of just a minute or two of your time.

The remaining two offers inside Red-Hot Copywriting Secrets will take you under an hour total to consume and benefit from — and I have worked hard to make those trainings entertaining as well as valuable.

And now the deadline, always the deadline…

Less than 5 hours remain before I close down my CopyHour promo. If you’d like to get in before then, take a gander now at the CopyHour landing page:

https://bejakovic.com/copyhour

P.S. If you do join CopyHour, write me and say so. Also write me in case you already have bought via my affiliate link. The affiliate portal only lets me see the first name of who’s bought and not the email. So write me and say you bought, and I’ll send over your bonuses. Like a reader named Esat who just wrote:

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Hey John!

Just finished buying the CopyHour program by using your affiliate link. Thanks for this – I’d have never seen it if I wasn’t a big fan of you & read your emails.

Please send over my bonuses when you get a chance, thanks.

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Two underused forms of social proof

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One of the most personally useful emails I ever writ up went out with the subject line, “Send me your praise and admiration.”

That email was about something I’d noticed in the famous and immensely successful infomercial for the George Foreman Grill — aka the Mean Lean Fat-Reducing Grillin’ Machine.

What I noticed was that only half the testimonials in that infomercial talked about how great the grill is, and how well it cooks, and how the hamburgers come out delicious.

The other half of the testimonials were just about George Foreman, who really had nothing to do with the grill except that he allowed his name and his signature to be added to it.

So that was the first underused kind of social proof I spotted:

Testimonials that simply sell the person who’s selling.

The other kind of underused social proof I noticed last summer during an affiliate promotion I ran.

I noticed that whenever I featured a message from someone who had just bought via my affiliate link, more people would buy. Even if that comment said nothing spectacular about the offer they had just bought. In other words:

Simple proof that others were buying right now drove still more sales.

And on that note, this morning I woke up to several new notifications that I’d made affiliate sales of CopyHour. And I also saw emails from people who had bought, asking for their bonuses, including this message from a reader named Michael:

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Hi John,

I hope all is well on your end!

I just wanted to reach out and let you know I signed up for Copy Hour. I have to say, I’ve seen it offered before but your Red-Hot Copywriting Bundle is what sealed the deal.

Thanks for the value you bring to the community.

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About that Red-Hot Copywriting Bundle…

I am closing my promo of CopyHour tonight at 8:31pm CET — less than 8 hours away. If you join CopyHour before then, using my affiliate link below, I’ll also give you access to the following five free bonuses — code-named Red-Hot Copywriting Bundle:

#1. Copy Zone (price last sold at: $100). My 175-page, A-Z guide on the business side of copywriting, from getting started with no experience or portfolio, all the way to becoming an A-list copywriter. Only ever sold once before, during a flash 24-hour offer in March 2023.

#2. Most Valuable Postcard #2: Ferrari Monster (price last sold at: $100). A deep dive into a single fascinating topic — code named Ferrari Monster — which I claim is the essence of all copywriting and marketing. Get the Ferrari Monster right, and almost everything else falls into place.

#3. Copy Riddles Lite (price last sold at $99). A slice of my Copy Riddles program, proportionately priced. Try yourself against legendary A-list copywriters like Gene Schwartz, David Deutsch, and Clayton Makepeace — and in the process, implant new copywriting skills into your brain.

#4. Horror Advertorial Swipe File (price last sold at: $100). A zip file with 25 PDFs, featuring the original copy for 25 of my horror advertorials. These advertorials pulled in millions of dollars on cold Facebook and YouTube traffic, and sold everything from fake diamonds and dog seat belts, to stick-on bras and kids’ vitamins.

#5. 9 Deadly Email Sins (price last sold at: $100). 9 lessons distilled from my expensive and exclusive one-on-one coaching sessions with successful business owners and marketers.

I sold each of those bonuses at the prices listed above. When you add all those prices up, you get a total of $499 in free bonuses. This happens to be more than CopyHour currently sells for.

Again, the deadline to get these bonuses is tonight, 8:31pm CET. If you want ’em, you’ll have to join CopyHour before then.

For more info on that, take a look at Derek’s writeup of how CopyHour works:

https://bejakovic.com/copyhour

P.S. If you do join CopyHour, write me and say so. Also write me in case you already have bought via my affiliate link. The affiliate portal only lets me see the first name of who’s bought and not the email. So write me and say you bought, and I’ll send over your bonuses.