Stop selling with plastic worms

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Most copywriters sell the wrong darn thing.

Jason here.

They push the obvious benefits in every email they send.

Their sales pages scream about primary gain like it's the only thing that matters.

Money. Time. Freedom. 

And then they sit there refreshing their stats wondering why nobody's clicking their buy button.

Their copy stinks worse than week-old fish bait.

But...

This is like a fisherman using those plastic worms from Walmart… 

… when the fish are actually hungry for live crickets.

Doesn't matter how many fancy plastic worms you throw in the water.

Doesn't matter how pretty they look or how many colors you got.

Fish ain't biting what they don't want.

Now...

There's nothing wrong with selling primary benefits.

But IMO if your copy only focuses on the obvious stuff everyone else is yelling about... 

The surface-level promises... 

Lackluster sales stats are pretty much guaranteed.

Travis tells a story that captures this idea better than any I’ve ever heard.

And this same principle applies no matter what you’re selling…

Whether it’s selling health supplements… dog training… or underwater basket weaving courses.

Travis was helping one offer owner who was selling a course on buying land.

Everyone was selling "make more money buying and flipping land."

But when he actually talked to people (shocking, I know)...

They weren't interested in selling land to get rich.

Here’s what ACTUALLY opened the floodgates and got sales flowing:

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