The most important word in copywriting

“FREE!”

“You!”

“No risk!”

When you join the copywriting space, these are all the “power words” you get taught to STUFF into your copy like your mum crams onions up a big fat turkey at Christmas (or Thanksgiving, if you’re a Yank).

But something I realised very early on is that, when you’re writing copy, there’s ONE word that’s 100x more important than all of these combined.

It’s not a word you can SEE on the page.

But it is a word you can FEEL.

Nobody tells you this (ever).

But I’m about to dish the proverbial Thanksgiving cranberry “sauce” to you today.

Because the most magical, powerful, and under-loved word in the ENTIRETY of copywriting is….

Context

And here’s why:

Marketing doesn’t exist in a vacuum (a phrase I “stole” from 7-Figure Copywriter, Tej Dosa or “comedicBizman” on Twitter).

When someone opens your email, clicks onto your landing page, or even reads your tweet… they haven’t appeared out of nowhere.

It might feel like they have (especially if they’re someone you haven’t ever talked to before).

But that’s only because you can’t SEE the totally separate life they’re living to you.

You can’t SEE how they found you.

You can’t SEE what impression they have of you.

But the reality is they’ve gone through a very “individualised” journey to understanding you, your brand, and what you stand for.

And you’ve experienced this yourself.

How many times have you watched a tweet absolutely SLAP for someone else and RAKE in 100s of likes.

But when you try to “repurpose” it for yourself…

Nada

Barely even a “tremble” on the Twitter Richter scale.

And that is because of context.

After all… the person you got that tweet idea from has spent MONTHS curating a very SPECIFIC audience, relentlessly driving home a very SPECIFIC brand message, and sharing a very SPECIFIC set of ideas with their readers.

And people recognises them for that message.

So when they write that tweet, their audience goes “oh, this feels like something you would say”.

And they give it the proverbial “thumbs up” (even though that’s not really a thing on Twitter).

But when YOU (who has spent months curating an entirely DIFFERENT audience) do it…

You’re left confused as to why you don’t get the same reaction.

Again — context.

Which brings me onto my next point…

Why do YOU think people are willing to pay $1,000s in consulting fees for someone to come in and revamp their brand, rebuild their funnel, and help them with their outreach messages so they can finally land a damn client (even anyone and their nan — ok, maybe not your nan — could technically send a few DMs and whip together

Because it’s not about what you say.

It’s about the context BEHIND what you say.

And the person helping them is able to SPOT misalignments between their content, their brand, and their funnel which are causing their readers to get confused and discombobulated about what the hell they can do for them.

And, as 9-Figure Marketer Sabri Suby says:

You confuse me, you lose me (Gold).

That’s what you’re REALLY paying for when you hire a mentor or a coach:

Context.

And in that spirit…

At the end of September, I’m giving you access to a workshop so that I can give YOU additional context to why your tweets, outreach DMs and offers are currently falling… flat.

I’ll be able to look at EXACTLY what you’re doing, spot the “gaps” in your approach, and show you how to course correct so you can finally start attracting the high-level clients you want (rather than the HORDE of beginners you probably see when you look through the comments on your posts right now — go ahead, look).

But you ain’t got long.

Because there’s only 10 spots for this personalised CONTEXT (which you won’t be able to get anywhere else without paying expensive consulting fees).

And when I gave a quick “teaser” for this workshop yesterday, 4 of ‘em got snatched up within the first couple hours.

Even better…

I’ve had over a DOZEN messages from other people requesting the full details.

So I expect the remaining 6 spots will be gone within the next 24-48 hours.

Want to “snag” yours so you can finally get some insights into where you’re content and outreach strategies might be going “astray”?

Reply “Early” to this email.

I’ll send you the full details.

And once your space is locked in, I’ll get you to send over the pieces of content and DM strategies you want me to pass my Beady eye over (which I will then brutally ROAST in front of everyone who pops along for the session — trust me, it’s the fastest way you’ll learn and get to where you want to be).