What Separates Killers From Casualties

Last night I was re-reading Victor Schwab's "How to Write a Good Advertisement".

I’m never going to stop reading about my craft — tell your favorite guru who tells you to read less to shut up.

Every great founder in history reads an insane amount of books — it’s where the real insights are.

But anyway…

As i’m going through the pages, it’s giving me the typical ad writing stuff:

• Write about emotions

• Understand deep desires

• etc…

But towards the end of the book,

And there's this section where he talks about the "hard-boiled attitude" that every copywriter and marketer who actually wants to make money needs to develop.

Most people skip right over it.

But it's actually the foundation behind the killers and the casualties.

Let me explain.

What Is “Hard-Boiled” Thinking

Here's one of the biggest killers to your copy…

Getting too attached to the words you put on that paper.

You spend time researching, writing, editing, editing again, and polishing to make sure that what you put out is good…

And by doing that, most people become attached to it emotionally.

you want it to work badly at this point.

But here’s the thing…

The market doesn’t care.

Nor does it actually reward hard work.

It only rewards the messages and offers that simply and clearly tell it what the prospect gets and how it works.

I’ve seen it too many times with guys writing things that don’t make any sense…

and turn “on” the ads…

And see a big fat $0 staring back at them…

basically laughing in their face.

You gotta make sure to take your ego out of the copy and your processes.

We’re in the game of getting rich, not being right.

And some times what you think and what they want are not the same thing.

Either your approach or the market has to change.

And i’ll tell you first hand from my winners and losers…

The market does what it wants.

Dont attach your ego, self worth, or belief in your abilities to any outcome with marketing. Because it’s 99% a strategic testing game.

Then after few refinements, you get those breakthroughs.

The Identity Shift That Changes Everything

Most marketers think they're artists.

Hard boiled marketers know they're behavioral scientists.

The difference shows up in everything:

Artist mindset: "How do i be more creative?"
Hard-boiled mindset: "What psychological trigger will predictably generate the desired response?"

Artist mindset: "This ad is hilarious."
Hard-boiled mindset: "Does this specific phrase increase click-through rates or increase ROAS by a measurable percentage?"

Artist mindset: "i don't want to be too salesy"
Hard-boiled mindset: "Urgency is a documented psychological principle. How do i apply to what im doing to accelerate decision-making?"

Understanding how people operate is how you predictably scale marketing.

Humans operate in predictable patterns… If you know where to look.

Your job is to align your message with those patterns, not do what you feel is right.

Why it’s hard to have this mindset, at first

Here’s something that you need to understand, that I wish someone told me a while ago.

Because if they did, i’d probably be on an island I own, off the internet, and 9 figures in my bank account.

You need to be ruthless with your advertising.

You need to be ruthless when asking for money.

And you need to be ruthless with what you write and the emotions you hit.

You see, the hard boiled attitude feels wrong at first.

Because we're conditioned to be nice.

School teaches you to be kind to others.

Not go towards confrontation…

To worry about what people think…

To avoid being "too direct."

But the psychology research is clear: people want to be led.

They want clear direction.

They want someone to tell them what to do next. They want the decision-making process simplified.

Your job isn't to be their friend.

Your job is to be their guide through the psychological journey and get them to purchase the product that’s BEST FOR THEM.

Think about something…

How many times do you think a doctor has to deal with people who willingly ignore their advice and product recommendations?

Those people NEED what the doctor is talking about.

In fact, most times their lives depend on it.

Yet most patients ignore their advice…

Not because they dislike the doctor — in fact most probably think their nice people…

The real reason?

They weren’t hit in the chest and led to taking the right actions.

That’s what your copy and messaging should do.

Hit them in the chest and guide them to the right answer — your product. 

The Hard-Boiled Advantage.

When you develop true hard-boiled thinking, something interesting happens:

You become emotionally detached from outcomes.

That knot In your stomach disappears when you launch a campaign and it flops.

It’s just data now.

Negative feedback doesn't stomp on your confidence anymore, it simply becomes market research and feedback.

Big losses don't feel personal. They’re simply learning opportunities.

This psychological detachment actually makes you more effective.

The Implementation

Starting tomorrow, ask yourself this before writing any copy:

"What specific psychological result am i trying to create? And what's the most direct path to that result?"

Not: "How can i be creative?"

Not: "What sounds good?"

Just: "What behavioral outcome do i want? And what psychological triggers will predictably generate that outcome?"

Test everything. Trust nothing except data.

Say shut up to that voice in your head that is doubt and fear.

Have certainty with everything you do.

Develop the hard boiled attitude.

Your bank account will thank you.

Speaking of psychological triggers and behavioral outcomes...

The 72-Hour Window That Changes Everything

Alright now.

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Propaganda Inc closes and the page gets deleted. ( might be sooner, we have around 14 people inside already..)

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Why the price increase?

Listen.

You we both know that you wont take action without having an actual reason.

And one thing about me — I delete shit and keep my promises.

I poured a lot of hours with my boy Malcolm into building this…

Put every insight, framework, and deep level psychology I know into it..

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So the price increase is going to go up because:

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And

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You have guys giving you much less for way more.

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Now imagine what you get inside for something i’m charging this mutch for?

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(p.s we got approved for split payments. Respond to this email and i’ll send you a custom link to split this into 2-3 payments. )

(p.p.s This is the last time i’m mentioning this offer.)