Adam Street's Blog
The spiritual and practical path to freedom to do your art

Writing Copy isn’t Just about Spacing

“Now, listen up. When a person first looks at something you have written it should be something that looks inviting to read. Easy-to-read. When he looks at your page of copy he should be drawn to your copy like a convict is to a Penthouse Magazine.”

Gary Halbert, The Boron Letters

Gary Halbert was never one for subtleties…  So how do we apply this advice from one of the best copywriters that ever lived?  

A lot of website design is done for us.  LeadPages, Wix, Click Funnels, they make our lives easier.  E-mail is another story.

I understood this in the beginning but Neville Medhora really helped this point hit home when I took his Copywriting Course.  Good spacing is a thing but don’t forget extras like using different colors, underlining, and using bold and italic text.   

Take a look at one of his e-mails.  

Neville uses a headline, sub-headlines, bold letters, and little arrow thingies (and this is one of his more simple e-mails).  He regularly uses a lot of little fun cartoon drawings, graphics, photos, and he plays with paragraph alignment.  These are all tips that make your e-mails more inviting.

If you don’t follow Gary’s advice the opposite will happen.  Instead of drawing in your readers you will repel them. 

Adam

Why posting on social was like a staph infection

Originally I never did social media for my art business.  I couldn’t stand it.  No matter what Gary V or the gurus I love said.  I enjoyed posting on social about as much as a staph infection.

It’s because I was doing what everyone else was doing.  By posting my art and saying how cool it was or how excited I was making it, it bored me to tears.  

And worse.

There was no ROI to justify the time I spent.  I may as well been brushing my daughter’s cat.

What changed?  I added more of me.  My art became secondary.  I talked about my inspiration behind each drawing and what drove me to make it.  

My thought was, art is everywhere.  Why should someone watch my page?  To get the story.  The story is what connected people to me.

The same is true for you.  

I get you want to talk about your transformations and sales stats.  That’s cool.  But most people don’t care and they won’t know you any better than the next guy.  

And there’s a lot of guys out there…

Market however you want but don’t be afraid to talk about you.  YOU is what makes YOU unique.  YOU is why I should want to hire you.  

Leaving YOU out is like watching Rocky or The Empire Strikes Back with all the good parts taken out.

My Illusion of Being My Own Boss

When I escaped from my insurance job to art for Marvel Comics my inner entrepreneur was gleaming.  I was self employed again and doing entrepreneurial stuff.  I was excited.  

After a couple of years the glitter and shininess of ‘being my own boss’ wore off and i stumbled upon a Tony Robbins interview.  He said most business owners don’t have a business.  They  have a well paid job.  

That one stung a little.

I thought I had security in this own my future thing but it was an illusion.  I was freelancing and I had ONE client.  Shit got real that week…

I shifted my long term goals and started looking for better clients. I found them. I started earning more and working less.

If you need to up your game I suggest that’s what you do too.  Better clients are lower maintenance, pay more, and talk about you more often.

But on the flip side you create a bigger impact with your work and serve more people.  And ain’t that your goal?

Adam

Thanos? Give Me a Break

France beat the US men’s basketball team and the media has lost it’s mind.  USA didn’t get blown out, they lost by six points.  that’s two 3-pointers!  Give me a break.  

I get it.  That loss ended Team USA’s 25-game Olympic winning streak that dates back to when George W. Bush was still president (2004).  That’s a long time ago…but give me a break.

Coach Popovich said it best, ”When you lose a game, you’re not surprised, you’re disappointed. I don’t understand the word surprise. That sort of disses the French team, so to speak, as if we were supposed to beat them by 30 or something.”

This reminded me of some businesses. Too many are jaded.  Airlines think the moment people stop traveling they’re entitled to a bail-out.  Restaurants think because their food is good they should always have a hungry crowd.  Give me a break…  

If a business doesn’t make it you shouldn’t be a surprise.  Businesses tank everyday.  Though it’s certainly disappointing. 

Like our Olympic athletes we need to train.  Pushups wouldn’t hurt but maybe it’s reading books or listening to a good podcast on marketing.  

The marketplace is big and ever changing like the weather in California.  Your “fitness” is what’s going to see you through the storms of disappointment.  

Keep watching videos, reading blogs, taking courses, and attending events.  Have so much ‘business’ strength and endurance you whoop the market with a snap of your fingers like Thanos.

Living Full

Someone posted a video on LinkedIn the other day and it was a compilation of Oprah Winfrey quotes.  One of my favorite is when Oprah talks about “living full”.  She says if your cup isn’t full or running over you can’t give to others.  This is such a great philosophy.

I almost said this was great advice but it’s not advice.  It’s a philosophy to live by.  It’s one that will make you better and it will make everyone around you better.

Lillian Russell said, “Life is a banquet and most poor suckers are starving to death.” (from the musical Mame). 

True indeed.

Adam