Assumptions that kill copy before it converts

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Jason here.

I just read a story about a Houston man suing a fast food chain.

The second time he's taking a restaurant to court.

"Another cash-grabbing lawsuit junkie" was my first thought.

Until I learned WHY he was suing.

Onions. They put onions on his burger after he specifically asked for none.

Still sounds ridiculous...

Until you find out he's severely allergic. Like, hospital-visit allergic.

This was the SECOND time a restaurant almost killed him with the same mistake.

Not sure that the writing mistakes we’re making are that deadly?

But…

It could be putting your sales in anaphylactic shock.

Because…

I see copywriters making this mistake all the time.

We make assumptions. We think we know what drives them.

But…

We're usually working off surface-level insights that barely scratch the reality of their situation.

That freelancer you're writing for isn't just "tired of trading time for money."

They're watching their client post Instagram stories from Bali… 

While debating whether to pay their car payment or add to savings this month.

They’re wondering how to replace the spot on their calendar for the “reliable” retainer client that just pulled the rug out from under them.

Here's a little nugget you can use today:

Take your audience conversations (comments, emails, support tickets) and drop them into ChatGPT with these three questions:

1. "What's the unspoken fear beneath these words that this person might be afraid to admit even to themselves?"
   

2. "What past experiences would lead someone to this perspective, and how have those experiences shaped their current beliefs about success?"
   

3. "If this person could wave a magic wand and create their ideal situation, what would the day-to-day reality look like that they're not articulating?"

We don't want the cleaned-up version they’d tell their in-laws at Easter. 

We want the cold hard truth. 

The way they'd say it in their diary. 

Or the way they'd confess to a friend over their third Old Fashioned at the bar.

We break this down more in chapter 2 of the new book, Fans & Fortunes Formula. 

If you want the rest of the formula for how to turn strangers into fans in 20 minutes…

And get them to pay you for 20 years, like Travis has…

===> Tap here and grab the book 

It's the best $9.99 you'll spend.

In Your Corner,

Jason