The copywriting "rule" that kills conversions

Your copy converts more when you BREAK this copywriting rule.

Jason here.

When I was first starting out in copywriting 10 years ago or so…

I followed all the recommendations like a good junior copywriter.

(INCLUDING, but not limited to…)

I hand copied old sales letters.

I read all the classics from Claude Hopkins to Eugene Schwartz.

And I learned every copywriting “rule” by heart.

But the #1 copywriting tip you’ve probably seen over and over…

Is probably COSTING you money!

Cold Email Setup Offer

• Send thousands of cold emails per month

• You own the system

• No agency retainers

• Book 30-50 calls per month

• Sign 10+ clients

• 1/10th the cost of ads

• Completely automated

Get Pricing & Details

Last week, I was reading through a client's copy last week…

And I spotted the shame-trigger phrase:

"You're struggling to get clients..."
 "You feel stuck..."
 "You've tried everything..."

We’re all told to use YOU as many times as we can jam it in a sentence.

But just like with any good thing…

There’s a right and wrong time to use it.

Ranch dressing is GREAT on salads.

Not so much in your morning coffee!

I’ve made this mistake a million times myself…

Using YOU can make copy more personal and show you understand them…

But pointing directly at pain?

It’s a lot like walking up to someone at a party and saying "Hey, nice beer belly!"

Nobody wants a spotlight on their problems.

Here's the 2-minute fix:

Take any negative experience and shift to "most people" or "we"...

OR...

Make it personal to YOU as the writer.

Instead of "You're struggling to get clients"...

Try "Most freelancers hit a wall trying to get clients"

Or "I hit a wall trying to get clients UNTIL…"

See the difference?

One triggers shame… The other creates connection.

It’s a small shift.

But it’ll play a BIG impact on conversions.

In Your Corner, 

Jason