The Hidden Gem Method for Curing “Broken Record Syndrome” In Your Copy

You’re on the home stretch.

After weeks (or months) of market research, product research, & drafting thousands of words of copy, you can see the finish line…

Just one more round of proofreading, and you can send off the package for client review.

Only now that you look through your work from a birds-eye view… you notice the same phrases popping up over and over again. The more you read, the more it feels a broken record.

It’s a common challenge copywriters face –

We dig so deep into the unique mechanisms that make the product AWESOME & get so familiar with the USP that we see it in neon lights in our dreams…

…and we end up doubling down certain key phrases over and over again in our copy – especially over the course of a large-scale launch or promotion.

Then your copy goes live, everyone’s pumped to see it in action – yet it just doesn’t generate the results you (or your client) were expecting, despite being polished, tight, well-structured, and oozing with expertise.

Problem is –

While that ultra-niched-down USP and those specific “power words” and phrases are optimized for very specific buyers looking for very specific benefits…

It’s really only one aspect of the product.
One perspective.
One angle.

Yet when you think from that perspective for hours and hours while pounding away on the keyboard, it’s easy to get trapped in it and lose sight of the bigger picture…

And when you do, you’re inevitably leaving money on the table.

Because there are whole segments of would-be buyers who are on a different wave-length than the one you’ve been writing from, and looking for different benefits than what you’re focused on in your copy.

The Solution…

Uncover The Hidden Gem.

See –

Your product is like a gemstone, with many many facets…

And your USP (and the line of thinking that goes with it) is just one of those facets.

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And until you examine some of the other aspects – i.e. the less obvious benefits –

You’re going to miss the emotional mark with whole segments of highly-qualified prospects…

Simply because you aren’t presenting the “facet” of the product that speaks to them in their current state of self and market awareness.

So how to uncover these other facets?

The exercise is simple, and can take as little as 15 minutes.

Essentially, you’re playing “Taboo” with your broken record copy.

Step One: Write down your USP, along with all the “power words” and key phrases that you tend to fall back on in your copy. These are now OFF LIMITS.

Step Two: Set a timer for 15+ minutes and write a personal, casual letter to your Customer Avatar describing as many benefits of your product as you can think of – without using any of the OFF LIMITS words or phrases.

…simple as that.

At a certain point, maybe 7-10 minutes in, it might get challenging…

But if you keep going, you’ll soon find new aspects of your product that you never thought of before –

And these are the copy GEMS that are going to supercharge your leads, bulletpoints, and make your product copy click with previously untapped segments of your audience.

Here’s an example of the Hidden Gem method in action:

As I write this, I’m in the process of writing an (large-ish) evergreen email launch sequence for a badass entrepreneurial manbeast of a Real Estate Business Coach.

The product is a 3-month digital bootcamp for real estate agents, where they learn all the systems, processes, and mental frameworks that my client has developed over his 13+ years in real estate and that have allowed him to become one of the top 1% highest producing realtors world-wide.

So there are some pretty clear benefits (facets of the gem) right off the bat –

The USP might be…

The World’s Most Complete Real Estate Business Training, Taught By One Of The World’s Top Producers.”

And the obvious ideas around it might be like:

“Become a top producer.”
“Learn millionaire systems for running a business.”
“Sell TONS of property.”
“Learn how to work Smart instead of Hard.”
“Work less, make more money.”
Etc.

…all the ideas around optimizing business, streamlining processes, achieving financial freedom, etc.

Yet when I take ALL those obvious ideas and put them OFF LIMITS… then keep exploring the benefits of his system and the results it’s designed to achieve…

I uncover new aspects of the product and new, less obvious benefits that come from implementing the system.

For example, in my letter to my Customer Avatar, I might write:

It helps you build a livelihood around helping people, and it shows you how to become a leader in your community and a positive role model for your children, friends, and family.

…not a word about money, productivity, or even real estate for that matter – yet it’s completely TRUE and accurate.

And for the right prospect, THOSE might be the most compelling, most attractive aspects of the Hidden Gem that is this program.

It’s all about expanding your perspective, coming from a place of genuine empathy, and getting on their wavelength so you can speak in the language of their own internal dialogue.

Because when you do, you’ll start overcoming objections and converting segments of buyers you never knew were there.

You just need to Uncover The Hidden Gem.

Rock on,
Addison

P.S. If you’d like help uncovering your product’s Hidden Gem so you can make sure to “leave no buyer behind” on your next promotion, email me at addison@addisonrice.com to book a Hidden Gem Discovery call.

Your Muse likes it RAW

Creativity requires fuel.

The less refined the fuel – the better.

There’s nothing stimulating about sterility. Nothing thought-provoking about safety & consistency.

The muse craves the muck & grime of the world… the pain, sorrow, & all the grossness that we’re so prone to pretending does not exist.

The injustice, inequality, hatred, ugliness etc… it makes you think.

Makes you compare & contrast. Look at things in a new light & dimensionalize your life & everything in it.

7 or so years ago, I was gallivanting around New York City.

It was late – 2am or so – and I needed to catch a train to Brooklyn to the couch I’d been offered to sleep on.

It was me and another young white guy, standing on the subway platform. In my memory he was wearing a suit – though why he would be in a suit at 2am, I couldn’t tell ya.

I had a ukulele (I carried it everywhere & played constantly).

The subway pulled up, screeched to a halt, & my fellow commuter & I stepped through they sliding doors into what looked like an empty car…

Right into a wall of hot putrid stench. The smell of (unhealthy) human feces.

Immediately, we saw the source of the smell at the same time – an old black dude, clearly homeless and clearly not in his right mind.

He rocked back and forth in his seat, eyes wide & staring at nothing, chanting a mantra I’ll never forget…

“F*ck, nig*ah, f*ck…

Sh*t, nig*ah, sh*t…

Sh*t, nig*ah, f*ck…

F*ck, nig*ah, sh*t…”

…on and on and on.

The other white dude instantly changed cars, before the train even started moving.

I took a seat, watching the man. Basking in the smell of his illness & the sound of his incoherent, manic babbling…

& I started to play my ukulele.

Soft and sweet. A stark contrast to the scene I’d walked into… & together, this man and I created something strange & beautiful & terrible & sad & stinky & joyful all at the same time…

something no one else has ever created. Something no one else will ever experience.

Slowly, his babbling quieted. He stopped swaying. His eyes regained some focus… and a little smile formed on his lips.

We rode like that for 10 minutes or so. Me playing. Him listening. Training rattling. Robotic lady voice informing us of each stop. Doors sliding open occasionally to let in fresh air, and no more passengers.

He never spoke a word or acknowledged me. When we reached my stop, I stood and wished him a good night, and went my way.

Perhaps I could find some moral to this story for you… but I honestly don’t know if there is one.

The point is – it’s a story. A bizarre & experience I will always remember & find new nuances of meaning in for years to come…

& that I can now share with you…

Yet, my counterpart in the suit wanted NO part of the experience – thereby robbing himself of the thoughts, the feelings, & the memory that I now cherish.

Life isn’t supposed to smell like air freshener. There’s suffering all around, & it’s ours to share…

& even though it may be scary to face it head on… more often than not, it’s not going to hurt you.

It’ll only make you feel more ALIVE. More HUMAN. More CONNECTED.

It’ll make you think & truly FEEL in a way that no dramatic portrayal or documentary ever will…

& that true depth of FEELING will inspire you more than anything you’ll ever find in the safety of Normality.

Your Muse likes it RAW.

Become the Work

I’ve been writing a lot lately. 3+ hours a day of output. For months now.

Hundreds of emails and sundry other copy for a myriad of clients… the first 20,000 words of my Sci-Fi/Fantasy epic… & more recently, blog posts.

I haven’t taken a word count of what I’ve produced this quarter, but I’d estimate a half a million words of legible, understanding, and (hopefully) compelling content.

I don’t say this to brag. I honestly have no idea how accurate that estimate is, or how it compares to the output of other people who write for a living.

The thing is, I never experienced writer’s block. & I never experienced frustration. Regardless of deadlines, frustrating client feedback, or anything else.

The reason why?

I’ve removed my ego from my creative process.

Instead staring at a screen, trying to force my brain to produce something I deem as “good” and casting judgment on the results of my efforts the entire time…

I am an instrument being manipulated by my muse.

& whether my results are pure shite or pure gold… I remain as equanimous as a guitar does, whether being played by a virtuoso or a complete beginner.

When you’re able to seperate yourself from ego and your judgments about the results of your work…

You BECOME the work itself. Nothing feels better than that.

Because you have the drive to create.

It feels like a PURPOSE for your time and energy… for your Life.

Every moment you can spend completely rooted in the activities that define you will be a truly fulfilling one.

The Process of creating is what matters more than anything. The results of your process are just a side effect.

Whether writing copy, fiction, or music.

Dwell in the bliss of chanelling your Muse without focusing on what the outcome might mean for your future.

Become the Work. Perform your function as a creator.

Without judgment. Every second you spend analyzing and critiquing your creations turns your mind into a bottleneck, limiting the amount that you can put out.

Judgment and creativity don’t mix… because judgment is a reflection of your ego and your concern over what others think about you.

Simply CREATE… Without it being about you.

You’ll feel energized by it.

You’ll remove the internal (emotional) barriers that clog up your genius.

You’ll flow. Words and ideas will sizzle through you like lightning.

Perhaps in some small corner of your brain, you’ll marvel at what you’re doing… but you won’t be attached.

Because attachment to the results will only inhibit your ability to produce the results you’ll be happy with.

So go crazy. Flow. Pretend to be the creative lyrical genius you wish you were…

Then look back on what you channeled while you were, and realize that you weren’t pretending after all.

The Ultimate Perspective on Life

There at two types of Truth.

Relative… and Ultimate.

Relative Truth is that which we agree on.

The grass is green. The sky is blue. Gravity is a thing. Spelling. Grammar. 1+1=2. Etc.

Relative Truth is useful, and necessary for humans to communicate, collaborate, and cohabit.

But too often, we get caught in Relative Truth… we perceive ourselves and the world around us according to what other people think and agree on.

We measure our own experiences alongside the experiences of others.

And we tell ourselves we should a feel a certain way because of all the Relative Truths we weave together to form the narrative of our lives.

We feel these feelings we think we’re supposed to feel… then we react to those feelings by thinking.

Memories of experiences past & Visions of experiences that haven’t happened yet.

Then we feel more feelings, based on the Relative Truths we infer from these thoughts.

Craving for things we once enjoyed or long to enjoy & aversion to things we disliked and are afraid of suffering through again in the future.

Suffering. Caused by a Perspective rooted in Relative Truth.

A perspective rooted in Ultimate Truth on the other hand…now we’re talking 😉

Ultimate Truth… True Wisdom… is experienced only in the present moment.

When you banish all thoughts of the past and future, what is your experience of THIS moment?

Unless you’re in horrible physical pain… chances are right now is pretty dang solid. Not much to complain about.

Maybe you’re hungry, maybe you have to pee… but overall, things are probably just peachy.

You can read. That’s pretty awesome.

You have time to read things that you’re interested in. Also awesome.

Maybe you’re in a beautiful place. Maybe there’s kickass music playing in the background. Chances are, there’sa whole lot of Awesome going on for you right now, that you might not have appreciated until this moment.

That’s Ultimate Truth — the AWESOMENESS that is existing at all.

And this Existence belongs entirely to you… the entire Universe in your mind.

Because without you here to experience it, how can it be said that ANYTHING exists at all?

It’s common sense that once we die the world’s going to keep on going.

People will keep on being born and living and dying over and over and over again…

Except, from where you’re sitting right now, reading this… That whole idea is simply a concept.

Each and every one of us can only measure Truth by our own experience of it.

And when you opt out of the Relative Truth Perspective and focus not on what you “should” feel and think and say and do and create (based on the expectations of your peers, society at large, and your own ego)…

And instead take the Ultimate Perspective and focus on your objective, judgment-free experience of your life in the here & now…

You might find a lot less to be worried about… and a lot more to be inspired by.

starving, spamming, or selling

where do you fall on the spectrum?

many creatives have a strong aversion to asking for attention…

let alone MONEY.

perhaps they feel that attaching a price to their art cheapens it…

that it CORRUPTS the SANCTITY of their creativity…

so they fall on the “STARVING” end of the spectrum — where they have to constantly compromise between having the TIME & RESOURCES to create…

or having the Quality of Life they truly desire.

I would give you an example, except all you have to do is look around the internet @ all the unknown artists who refuse to put out anything besides the art itself.

on the other hand, there are those artists who really subscribe to the “Hustle” mentality…

their ambition outweighs their artist’s guilt so they try their damndest to promote themselves and make their dreams a reality…

only they don’t know HOW to promote themselves.

so they end up on the “SPAMMING” end of the spectrum (bless their ambitious little hearts <3 )

you see a LOT of this on social media…

people who shamelessly (& unintelligibly) plug their stuff in the comments under posts without any attempt @ being relevant or starting a dialogue…

“COOL POST CHCK OUT MY NEW MIXTAPE”

ugh. total SPAM.

total turn off. makes anyone who reads it a little bit dumber.

Hustling is good.

Plugging your stuff is GREAT… but you have to find the happy medium between STARVING & SPAMMING.

see there’s a “sweet spot”, right on the middle of the spectrum that very few creatives arrive at naturally…

SELLING.

see, SELLING – in it’s highest form – is the Act of Awakening Someone To The Potential Of A New & Upgraded Reality That They Could Be Experiencing.

SELLING is Connecting The Dots.

SELLING is Empowering Someone to TAKE INTENTIONAL ACTION — which is one of the most Rewarding, Self-Affirming Experiences a Human Being can have.

& when you’re SELLING your music (or any type of art or creation for that matter) you are literally ALLOWING other human beings to become PARTICIPANTS in your Divine Process of Creativity.

SELLING is where it’s at, my friend.

the trick is to combine your STARVING artist’s Humility with your SPAMMING artist’s Hustle.

HUSTLE + HUMILITY
= ARTISTIC, AUTHENTIC SELLING.

boom.

remember: Your Art is PRICELESS & You Are Only A CHANNEL For It.

you’re pedaling GOD’S Goods, baby.

so how would you sell an album, if it was GOD’S album/book/painting?

you wouldn’t hide it away & feel guilty about asking for people to pay some attention to it…

you wouldn’t cheapen it by shoving it in people’s faces & hoping that someone pays attention (without caring whether people hate you for it)…

so the question is: what WOULD you do?

…got it?

good.

now go make it happen.

How To Become The Conscious Creator Of Your Reality

Every idea you will ever have… already exists.

They exist on a plane of reality that transcends time.

The Ether… The Collective Consciousness of All Beings… The CLOUD…

Where all thoughts, feelings, & experiences that have ever been & all that ever will be… meld together in one big storm of Totality.

Ideas are little bite-sized data-bytes.

As a creator, you’re downloading direct from The Cloud.

Your Mind is your Operating System.

It needs regular updates — constant expansion of your consciousness — in order to be the best “channel” it can.

Your Muse is the router through which you can access It. Your internet connection.

And you gotta pay your cable bill to keep that broadband open, my friend.

Only instead of money… you pay in the currency of FOCUS.

Your Conscious Effort in Improving Your Skills & Broadening Your Perception & Understanding of LIFE.

Consciously make the effort to upgrade your skills & broaden your perception of Life…

Consciously devote yourself to receiving the Inspiration your Muse delivers…

& watch as you Create Your Own Reality, exactly as you envision it.