$200k/mo copywriter on the REAL reason brands fail

There’s a copywriter I follow who has shaped more of my knowledge on the subject than any other.

The guy’s name is Zarak.

If you don’t know him, you should.

He’s 22 years old.

Owns one of the most well-renowned copywriting agencies in the world.

And takes home well over $200k/month.

Just from copywriting.

And the other day he put up a video on his new YouTube channel that caught my eye.

The title of the video was “The difference between people who make $10k/mo and people who make $100k/mo”.

Now, those numbers are arbitrary.

He could quite easily have titled the video “The difference between people who make $5k/mo and people who make $50k/mo” and the same principles would still apply.

Because it isn’t about specific numbers.

It’s about little zoomed in thinking versus big picture thinking.

And the point he made in the video was this:

For the first few months of your brand’s journey, all of your focus should be on client acquisition.

Why?

Because you need cashflow.

You need money coming in the door to sustain your lifestyle.

And without clients, you don’t have this.

Maybe this is the stage you’re in right now.

Desperately spending every spare moment trying to get your offer in front of more people and actually land that damn first client.

And don’t get me wrong, this is fine.

This is what you should be spending time on right now.

But what Zarak also says in the video is that it is absolutely crucial to not get caught in this client acquisition phase for too long.

To not get hooked on the incredible feeling landing someone new.

Because this is what happens for most business owners.

They land their first client.

They get the most insane dopamine hit they’ve ever experienced when they see a non-zero balance in their Stripe account for the first time (trust me, I’ve experienced this - your first hit of internet money is like nothing else).

But then they get addicted.

They want more.

More leads.

More clients.

More money.

More. More. More.

And then what happens?

They land them.

After all, if you’ve got a great offer and sufficient traffic being pushed towards this offer, how could you not land clients?

But here comes the problem.

In order to keep landing all these new clients, they’re having to spend all their time on low-leverage tasks:

• Engaging on Twitter

• Pumping out content

• Chasing down leads

And as a result, they’re not spending any time delivering for these clients.

They’re not building backend processes that cut down operational times.

They’re not building infrastructure for their business that makes it scalable.

And what happens?

Their clients don’t get results.

They start to churn.

And before they know it, they’re back to having no stable income.

All because they focused only on the frontend (landing clients) and didn’t take the time to build the backend of their business which makes it scalable.

They’re back on the client acquisition hamster wheel:

Seek out leads.

Spend all your time converting these to clients.

Realise you’ve got zero time to deliver results for these clients.

Clients leave.

Back to square 1.

Repeat this enough times and you’ll eventually become utterly miserable because all you do is work, your cortisol and stress hormones are at all time highs and you realise you simply can’t keep up with the never-ending churn cycle you’ve created for yourself.

Finally, after 6-12 months of this you burn out and quit.

All because you failed to see the big picture and got yourself hooked on the dopamine of landing clients.

This is exactly why I’m so big on processes and systems.

Because I don’t want you or me to fall into the same trap that causes 99% of businesses to fail.

There’s a good chance I’m going to hit my first $10k month in the 6 days left of February.

Which is great, obviously.

But unless I spend the next 3-6 months really fine-tuning all my systems and processes, there’s no way I’ll be able to scale this to the $100k+ months I have my eyes set on over the next 3-4 years.

This might even mean the next 3-6 months are substantially lower in income for me.

That’s OK.

I’ve already validated my offer.

I know it works (for myself and my clients).

I can keep that unchanged and know that it will allow me to gain new business when I’m ready.

But now it’s time to make this bitch really scalable.

You might not be at the stage where you need to worry about this yet.

Your main concern might be just getting those first clients through the door.

And that’s OK.

This email isn’t to tell you what you’re doing right now is wrong.

If you haven’t landed your first client yet then literally all of your energy should be being poured into making that happen.

I’m just trying to give you the perspective that once you HAVE landed those first few clients, the smart move isn’t to chase more.

The smart move is to pull back.

Absolutely crush it for those clients and get the most disgustingly good case studies you possibly can.

Even if that means accepting a few months of lower income.

Because at that point your main priority is to work out how to build a business that doesn’t absolutely eviscerate your hairline with stress and anxiety.

We got into this game for time freedom above all else.

Be very careful you don’t end up achieving the exact opposite.

Talk soon,

Harry

PS. Want to scale your brand from $0 -> $5k/mo in the next 90 days?

My group coaching program is now LIVE.

I'll be showing you and 4 other creators how to scale from $0 to $5k/month in the next 90 days.

And you’ll be doing it alongside someone who's already done it - me.

Over the next 12 weeks I'll be holding your hand the whole way to that $5k/mo mark.

In 90 days you’ll be ready to never work another miserable job again (trust me, it feels fucking good).

But there's a few things you should know:

Only 1/5 spots remaining.

I also have several more calls booked for the final spot.

So if you don’t want to miss out then this is your last chance.

I haven’t decided when I’ll reopen this program but the next time I do the price will be DOUBLE.

Want that last spot?

DM me "Scale" and I'll send you the full program details.

I look forward to hearing from you,

Harry