MATT GRAY

Tangible > Intangible We want someone to visualize what we’re writing. Intangible: “I will help you make more money” Tangible: "I will help you make 100k/mo while working 4 hours/day from your laptop in Bali" See the difference? We can picture the second one.

Write Like You Talk Your writing should sound like you’re chatting with a friend. Pro tip: Check your work by reading it out loud. It helps catch the awkward phrases you wouldn’t say in a normal conversation. When you sound human, people trust you more.

Sell the transformation, Not The Product Nobody cares about your product features. They care about: • Who they'll become • What they'll achieve • How their life will change People buy better versions of themselves.

Be A Painkiller, Not A Vitamin There's a huge difference: • Vitamins = Nice to have • Painkillers = Need to have • One sells, one doesn't Focus on solving urgent problems that keep people awake at night.

Dumb It Down The best copy reads at a 5th-grade level. Why? Because: • It's easier to understand • It's easier to read • It’s easier to trust Simple writing is powerful writing.

Avoid Passive Voice Nobody likes awkward, complicated writing. Compare these: • Passive: "Revenue was increased by our new product" • Active: "Our new product increased revenue" Active is simpler and more direct. Clear writing gets read. Complicated writing gets ignored.

People Buy With Emotion, Justify With Logic The three phases of selling: emotion, logic, fear. Your copy should: • Hook with emotion to grab attention • Use logic to justify the purchase • Add FOMO to drive action Remember: Always be truthful and honest at each step.

Bad Hook = Bad Results Your hook is the most important part of any piece of content. A great hook: • Grabs attention • Creates a curiosity gap • Gives a clear promise to the reader Without a strong hook, nothing else matters.

Write For 1 Specific Person You aren’t writing for the whole world to read. You’re writing for a specific person you can help. Understand their problems, dreams, fears, and their daily struggles. This helps your content resonate on a much deeper level.

Compete On Generosity Give away your best stuff for free. Why? Because it builds trust and it shows that you know your sh*t. When you can solve your potential customers’ problems for free, they’ll want the paid version. The more you give, the more you'll receive.

P.S. Want to know the best way to apply your copywriting skills? Writing online. My personal brand is how I went from working 15hrs a day with no freedom to making $13.8M/year working just 4hrs a day. Here's a free email course on the system I used: https://www.founderos.com/the-...