Here's something one of my coaching students recently wrote:

"Every post I see says they’re looking for people with solid track records of success…so I pretty much stop myself from applying for any gigs. I feel like I’d be wasting their time and my time if I reach out.

I need solid success stories. I need a track record. I need clients who will actually document said records and provide them to me. Until then, my unbreakable imposter syndrome stops me from applying to any posts online.

Why pick me when there are dozens of more qualified folks, with more experience and track records to back them up?"

He is right. 

This is imposter syndrome and I always help students get rid of it with my unique mindset framework.

But if you aren’t a student, today I got something that will also help.

A-list copywriter Paris Lampropoulos once said that clients want 3 things from copywriters:

1) Good copy chops

2) Not missing deadlines

3) Being a pleasure to work with

...

When A-list copywriter, Paris Lampropoulos discovered copywriting, he was working in real estate. 

So he decided to write a sales letter selling a book... teaching people how to sell their house. 

It bombed.

Horribly.

Frustrated, he paid another copywriter to critique his work (smart move since it's nearly impossible to see your copy's blind spots)

The copywriter, paraphrased, said:

You spend the first few pages of the letter giving facts about how bad the market is. They already know this! That's why they want to sell their house. Remove those pages and start with the solution.

Paris applied the advice and BOOM - he got a ton of sales.

All because he removed stuff that was irrelevant to his target audience.

And this brings me to a mistake I see a lot of students make.

They use a lot of facts to try and make a point. 

So they write things like:

• 39% of adults aged 18 years and over are overweight

• 84.18% of households make less than $100k a year

• 78% of...

Most of my students have ZERO copywriting experience.

This creates a problem:

What do they write in their resume when applying for jobs? 

There are solid job opportunities on sites like Indeed and Monster… but they ask for a resume. 

Or what about Upwork? 

They have to write their profile in a way that makes them look attractive to clients.

Chances are you have the same problem.

So what do you do? 

For starters, it doesn’t matter if you have no experience.

There’s no university teaching copywriting. In fact, the world’s best copywriters are self-taught. 

If an employer gets turned off because you don’t have a degree in Marketing, Communications, Creative Writing, or whatevs.

This is THEIR problem. Not yours. 

With this out of the way, there’s a cool exercise I do with students, called “listing your assets.”

Unless you were born yesterday, you have SOME kind of professional experience.

So what I want you...

Someone on Reddit was asking how realistic it is to make $10,000/month with copywriting… while treating it as a side hustle.

Here are my thoughts:

A side hustle is something you do outside of your main job, to supplement your income.

So the first big obstacle is TIME.

Will you have enough time to study and practice copywriting, if you juggle a full-time job and a bunch of other responsibilities? 

Maybe…

Maybe not…

Only YOU can know this. 

Personally, when I started, I was in graduate school at Colorado State University studying elephant seals.

I hated it… and I needed a way out.

So I started learning copywriting to earn a few extra bucks. 

But it was hard. 

I was studying copywriting and writing my own sales letter whenever I had free time.

And keep in mind, I didn’t have a family. So I could do what I wanted with my time.

Your situation might be different and you have to account for this. 

Then there’s another...

Yo Copy Gangsta - it's Ning.

I've coached over 400 copywriters so far.

So check out my program, Zero To 5K.

"Huh? Ning, did you cut a few sentences here?"

Yeap.

I deliberately left an entire section out since I want your full attention for today's topic.

See, emails have 3 parts.

A beginning, a middle, and an end.

After coaching over 400 students, I noticed that most butcher the middle (also known as the logic skeleton)

The logic skeleton is what takes your reader from a state of intrigue to an "I gotta check this out now" state. 

Luckily nobody skips their logic skeleton as I did at the beginning...

But a lot of people make abrupt or clunky transitions to their CTA.

What's the fix?

For one, PRACTICE. 

I can share tons of tips, tricks, and principles with you. 

But if you don't sit your sweet buns down and write A LOT so you can internalize everything... you'll struggle. 

Already writing a lot?

You got two options.

Option number one is coaching. 

Nothing...

Yo Copy Gangsta - it's Ning.

Here's a question I got from Brandon, a member of my Heart & Sword Copywriting Mastermind :

What knowledge should I be equipped with to get my first deal? I feel under-qualified when I see others discussing more advanced things such as broad marketing strategies (cart abandonment, what email sequence to use for what situation, sales letters, and other stuff…)

To start, is it just as simple as knowing how to write decent emails?

I know I’m an amateur, but I don’t want to sound clueless about what I’m offering.

Great question that deserves a detailed answer.

Let’s look at the facts.

There are lots of copywriting assets that business owners look for. 

Emails, headlines, leads, advertorials, ads, video scripts, sales letters, webinars, VSLs, and more. 

And get this:

Some clients prefer a certain style. 

They might want a sales letter that follows my style, Stefan Georgi's, or Kim Krause Schwalm's. So there...

What would you say is the most important copy ingredient in the world?

Headline?

Benefits?

Proof?

Having a bazillion dollars to test stuff??

All those are good. 

But in Ning Li's world, the most important copy ingredient is what I call the VEHICLE. 

A vehicle is the "thing" that delivers a benefit.

Examples:

• Russian twist burns up to 2 pounds of belly fat
• Poker-faced emoji triples Facebook ad conversions
• 7-word sentence flips price objections

The italicized words are the vehicles.

Simple concept...

But many struggle to come up with an interesting vehicle that grabs people and commands their attention. 

That's why I'll share a simple exercise that will turn you into a vehicle-creating monster. 

This exercise requires a bit of thinking. 

(And that's non-negotiable btw. If you want to make the big bucks as a copywriter, you need to think.)

Here's what to do:

Take a pen and paper and write down 10 different descriptions for whatever you're selling. 

Don't...

After 7+ years of writing copy, and coaching over 400 students (on both copywriting skills and the mindset required to succeed)...

 I regularly see 5 common thought patterns that block copywriters from getting clients, slow down the writing process and prevent them from being paid what they’re worth. 

Take a look and see if any of these sound familiar to you (plus how to eliminate these barriers quickly) 

“I’m terrified of starting or reaching out to clients because I’m scared of failure / rejection”

Copywriters regularly ask advice on how to land clients, yet don’t take action on the methods they’ve learned. 

Why? 

They’re afraid. They fear the potential client’s response and potential “rejection”. 

Where This Comes From

Virtually all emotional patterns and blocks come from your childhood and your interaction with your parents. Ask yourself this… where did you learn in your...

I can’t get clients! I can’t get clients! I can’t get clients! 

I’ve heard this time and time again from copywriters…

Yet when I ask them to show me their outreach, it’s clear why:

Most copywriters have no clue how to talk to a client. 

I know in my last post, I mentioned how WRITING better copy is a way bigger leverage point than closing clients.  

That being said, I still see people make a ton of mistakes in their outreach. 

Let me share 3 big lessons that will help you close more clients.  

Lesson #1: Don’t Be A Beggar - Be A Doctor

Imagine you’re walking down the beautiful beach-side boardwalk in Pacific Beach, San Diego (where I live). 

You’re enjoying an amazing view…

Breathing in the salty ocean air…

Suddenly, a dirty, ragged homeless man approaches you from the side, surprising you. 

“Please sir, can you give me some money? Anything will help....

How To Double Your Income As A Beginner Copywriter (0-$2,000 / month):

The ONE thing you should focus on:

• Improve your copy skill for all formats (emails, landing pages, upsells, ads, long form), learn how to write and sell well, consistently “execute on writing copy”well

Here’s what you should do:

• Write a crapload of words - put in the reps
• Consume trainings, courses, resources, and coaching
• Focus on learning
• Get quality feedback on your copy
• Repeat, over and over again

Here’s what to do next:

• Once your skill is good and your writing improves (learn how to self-assess), do some free work to get experience, put together a portfolio, and get some low-level clients
• Once you do that, get more clients —> boom, your income has doubled

How To Double Your Income As An Intermediate Copywriter ($2,000-$10,000 / month):

The ONE thing you should focus on:

• Learn what offers work and what offers flop, learn how copy integrates into a business, learn how to...