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.


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.”

…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,

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 to book a Hidden Gem Discovery call.

Rules for writing good copy

recently, I came across Jack Kerouac’s rules for writing well.

It inspired me to examine my own rules that I’ve been following consciously and unconsciously for writing sales copy over the past few years – particularly with emails.

So I typed my rules out. & decided to share them.

These are the rules I try and follow in every piece of copy I write, to ensure that it’s not only a compelling piece of sales material, but also a genuinely good piece of writing. 

Folks say you don’t have to be a good writer to be a good copywriter… 

…but you don’t have to not be a good writer either. & I feel it’s a bit of an insult to the intelligence of the reader to not put some time into the craft aspect of writing.

And that’s what these rules are for: the CRAFT.

So here they are. they’re shorthand for the most part, so feel free to ask for more explanation on any of them if you’re interested 🙂

copy poet’s writing rules:

  1. let unconscious flow write forward no deleting (Shitty First Draft)
  2. model what works (don’t reinvent the wheel)
  3. write in the key of C (Connect, Engage, Galvanize)
  4. your, you’re. get it right.
  5. Interbeing. this is because that is. everything’s connected.
  6. no neediness. be a Giver.
  7. grease the slide w/ every word
  8. no persuasion tricks. No turd polishing. If it ain’t valuable, don’t sell it.
  9. educate, revelate, entertain
  10. create golden vision of greater future within reach
  11. Maslow’s Hierarchy of Needs (use 2-3)
  12. 4 Buyer Types (Impulse, Logic, Empathic, Deadline Rider) know who you’re writing to
  13. practice Economy of Words
  14. use 2nd Person WHEREVER Possible
  15. its, it’s. get it right.
  16. no implied fallibility.
  17. know your voice.
  18. dynamic lyrical journey (rhythm, meter, sentence & paragraph length, etc)
  19. write fearless. They asked to read this. No apologies.
  20. no pitching. Make authentic fiduciary invitations.
  21. be a friend. Kind. Respectful. Genuine belief in people.
  22. there, their, they’re. get it right.
  23. ascend, transcend, uplift emotionally & mentally. Write words worth reading no matter what. 

Them’s the rules (so far). Now that I read them, I think I’ll probably be breaking each one out into its own post in the coming days & weeks.

In the meantime… go forth & write things worth reading.

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…


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…


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.



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?


now go make it happen.