Copywriting from the air, so stupid

Let me tell you a copywriting story about the character Cheung Tin-chi in the movie: "Master Z" Master Z is a spinoff of the popular Ip Man movies which are based on Ip Man - who was a real life Wing Chun kung fu grandmaster. Master Z takes place after the 3rd Ip Man movie, in which Cheung Tin-chi is beaten by Ip Man, and ultimately disgraced. When Master Z begins, it’s obvious the experience completely demoralized the man to the point where he uses his wooden Wing Chun dummy as a clothing rack. Still, it doesn’t take long for him to get back into the swing of things. Here’s what I mean: There is a scene where he’s in a fight. And, in typical “flowery hands, and embroidered fingers” (as Sifu calls it) fashion - where fancy moves are given precedent over what actually works - his attacker comes at him by jumping at him through the air. The result is Master Z easily dispatching the attacker despite the attacker's supposed “talent” - while mocking the fool saying: "Attacking from the air, so stupid" This is a realistic result of flying at someone through the air like that. Real life ain't like the fights you see in the Matrix or Kill Bill movies. The reason why being because when attacking in the air against someone who knows what they're doing, you will have inherently weak & terrible… Positioning. Without positioning, you have zero balance. Without balance, you have almost zero power. And, without any of either, you are fully committed to the attack and are therefore vulnerable by default. (i.e., commitment creates vulnerability - something that applies to business, email, marketing, relationships, everything in life, incidentally.) All of which makes it very easy to kick your arse in a fight, even if you’re otherwise stronger, faster, and more skilled than the other guy. If someone is in mid air, a stiff push of the finger from an opponent with solid positioning & skills can set them off course, regardless of how fast or forceful they are coming. All of which has a lot of relevance to your copywriting, especially. Take Kim Kardashian, for example. She has gotten paid almost $1 million for a single social media post. Is it because she’s some kind of genius copywriter? No, it’s because she has superior positioning. Thus, she gets paid superior money. Bottom line: Positioning alone can potentially sell products people didn’t even know they wanted until they read your emails or ads. It can sometimes build info businesses for marketers who are brand new and lack testimonials or credibility. And, it can even make substandard copy written by raw, “wriggling” newbies who struggle to write a grocery list pull lots of sales and orders. If there is one skill to learn it’s Positioning. Something to think long and hard about. Especially if you decide to get my latest offer: “Copy Salesliloquies: Vol 1” This book includes the June 2020, February 2021, June 2021, & May 2022 Email Players issues which were all about copywriting. Plus, it also includes the transcripts of a couple intense line-by-line sales letter analyses (for my Subscription Biz & Social Lair book offers) I did for our $499/month Profit Pirates coaching clients. Lots of stuff I either couldn’t fit into my Copy Slacker book (already 800+ pages). Or stuff I learned since writing Copy Slacker. And before you even ask: No, you do NOT need Copy Slacker to learn from the info in this book. If anything, it serves as a nifty “prequel” (or sequel if you already possess it) to my Copy Slacker book you can learn from regardless of your experience, knowledge, or skill level now. It’s also on sale for a $100 off the listed price (so it’s $500 instead of the listed $600) until tomorrow, Sunday September 15 at midnight, EDT. Simply do this: 1. Go to the URL below 2. Read the letter carefully to make an informed purchase 3. Use code WILLIS at the checkout (Make sure you see the price change before entering your info) [( Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2024 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. Click here to [unsubscribe]( Settle, LLC PO Box 1056 Gold Beach Oregon 97444 USA