Malfair Marketing

Malfair Marketing's mission is to save busy hoteliers time and money by delivering strategic marketing solutions that increase bookings at a fraction of the cost of big agencies.

🚀Book a free hotel growth call  (https://malfairmarketing.com/book-strategy-session)

Current & Past Clients:
Summerland Waterfront Resort & Spa, Summerland, BC
Copper Point Resort & Spa, Invermere, BC
Mountaineer Lodge, Lake Louise, AB
Best Western Plus, Valemount, BC
Mount Robson Inn, Jasper, AB
Canmore Inn & Suites, Canmore, AB
Rocky Mountain Inn, Canmore, AB
Fairmont Vacation Rentals, Fairmont Hot Springs, BC
Charming Inns of Alberta, Hotel Collection, AB
Juniper Hotel & Bistro, Banff, AB

Hotel Marketing CMO & Consultant

The Juniper Hotel & Bistro

As the hotel GM, I was responsible for asset management and 18% revenue growth. I led 58 people in the operations rooms division and F&B teams, sales, marketing, revenue management, guest experience, and owner relations.  

I worked on raising awareness of the hotel brand, improving its reputation, increasing profitable revenues, developing new products and services, team retention, and community engagement.

Hotel General Manager

Bellstar Hotels & Resorts

This was an exciting role as I was responsible for this hotel property's pre-opening launch and opening.  I worked on growing brand awareness, guest experience, revenue management, financial performance, and operational efficiencies while leading a rooms division team of a top-ranked Canmore hotel.

Offload Marketing, Boost Revenue & Profitability & Reclaim Your Day | Fractional CMO & Marketing Advisor getting enviable results for independent hotels since 2010 | Love language: coffee ☕+ tacos 🌮

Have you ever wondered how your hotel could maximize its potential without being constantly overwhelmed?

As General Managers, you juggle countless responsibilities daily. 

The demands of a 24-hour operation—from managing guests, owners, and staff to handling sales and marketing—can be relentless.

Are you a hotelier facing these challenges?

- Overwhelmed by third-party booking commissions: Unsure how to sell rooms directly and avoid hefty fees.

- Struggling to keep up with digital marketing trends: The fast-paced changes leave you feeling behind.

- Disappointed with in-house marketing efforts: You see little growth and weak ROI despite a busy team.

Marketing always on the back burner: Other priorities consistently push marketing down your to-do list.

I understand your struggles because I've been there as a former General Manager and Marketing Manager myself. 

But there's a better way.

At Malfair Marketing, my clients experience:

- Increased revenue and profitability
- More repeat guests
- Improved reputation

Here's what a client has to say:

"Christine has been part of our hotel family since 2011. Seamlessly integrating with our organization and culture makes her an indispensable team member. Christine’s extensive experience in hospitality not only brings 'next level' marketing support but the business strategy and team coaching as well.

Being included in Malfair Marketing’s portfolio provides us with the continuity and stability that is difficult to replicate with an internal position. Our success in growth, prosperity, and knowledge over the past 12 years owes much of its credit to Malfair Marketing."

Chad Gulevich, Vantage Hotel Group Owner

With a degree in Tourism Management and nearly a decade of industry experience in operations, plus 14 more in marketing, I'm uniquely qualified to help hotels achieve their goals.

Services Offered:

Outsourced Marketing: Effective marketing solutions without the cost of a full-time marketing manager.

Consulting and Mentorship: Results-driven partnership that saves time and money.

👉 Book a free 30-minute hotel growth call (https://malfairmarketing.com/book-strategy-session)

No sales pitch—just a conversation about your hotel, team, and goals. 

I look forward to hearing about your journey and how I can get your hotel more profitable revenue without overwhelm.

Christine Malfair 🏨

Hoteliers, your success in 2026 depends on what you do this quarter.


Just wrapped up a great 2-day planning session with one of my hotel clients. 

Did we talk about AI? 
You bet we did. 

We talked about what AI means for hotels today, and how it’s already shaping what’s next.

There were some reactions, followed by good reaction, and then planning what needs to be done in 2026. 

We all came together and agree that the choices made now are what create tomorrow’s results.

As Seth Godin says, “Today is your best chance to improve tomorrow.” 

Hotels know how to pivot, adapt, and change better than most industries.
Agree? 
Are you getting ready for 2026 and beyond?

Christine Malfair

Hotel marketing consultant & contractor for independent hotels. Grow your direct revenue without the complexity of a big agency. | Former GM | 15+ years fractional CMO

🇺🇦 Eddie Shleyner

Founder of VeryGoodCopy.com, essayist

Hello, thanks for stopping by. I’m Eddie 👋🏼

I’m a conversion copywriter, content marketer, and the founder of VeryGoodCopy, a newsletter about copywriting and creativity read by millions of people each year. Join over 80K email subscribers—including copywriters, marketers, entrepreneurs, and other smart folks—who've subscribed to the VeryGoodCopy Newsletter and bought 𝘝𝘦𝘳𝘺𝘎𝘰𝘰𝘥𝘊𝘰𝘱𝘺: 𝘛𝘩𝘦 𝘉𝘰𝘰𝘬:

◾ “VeryGoodCopy shows you how to write, and how not to write. How to think, and how not to think. Eddie is a damn good marketer. I recommend him.”
—𝗗𝗥𝗔𝗬𝗧𝗢𝗡 𝗕𝗜𝗥𝗗, 𝗢𝗴𝗶𝘃𝗹𝘆 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗗𝗶𝗿𝗲𝗰𝘁𝗼𝗿

◾ “Please, God, can everyone involved in advertising—and not only copywriters—just read this book…I loved every moment.”
—𝗥𝗢𝗥𝗬 𝗦𝗨𝗧𝗛𝗘𝗥𝗟𝗔𝗡𝗗, 𝗢𝗴𝗶𝗹𝘃𝘆 𝗩𝗶𝗰𝗲 𝗖𝗵𝗮𝗶𝗿𝗺𝗮𝗻

◾ “Eddie is a fantastic copywriter.”
—𝗔𝗡𝗡 𝗛𝗔𝗡𝗗𝗟𝗘𝗬, 𝗔𝘂𝘁𝗵𝗼𝗿 𝗼𝗳 𝙀𝙫𝙚𝙧𝙮𝙗𝙤𝙙𝙮 𝙒𝙧𝙞𝙩𝙚𝙨

◾ “Eddie Shleyner. Where to begin? Not only a fantastic writer, a historian, a gentleman, someone I'm proud to call a colleague. VeryGoodCopy is a copywriting goldmine. I often go there for inspiration. Eddie is the real deal.”
—𝗛𝗔𝗥𝗥𝗬 𝗗𝗥𝗬, 𝗙𝗼𝘂𝗻𝗱𝗲𝗿 𝗼𝗳 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴𝗘𝘅𝗮𝗺𝗽𝗹𝗲𝘀.𝗰𝗼𝗺

◾ "Eddie Shleyner is one of the few people who can articulate what makes great writing great."
—𝗝𝗨𝗟𝗜𝗔𝗡 𝗦𝗛𝗔𝗣𝗜𝗥𝗢, 𝗙𝗼𝘂𝗻𝗱𝗲𝗿 𝗼𝗳 𝗗𝗲𝗺𝗮𝗻𝗱 𝗖𝘂𝗿𝘃𝗲

◾ "Eddie Shleyner is a brilliant writer who understands the art of persuasion — and teaches it — in a way few people can. I'm jealous of how he can say so much in so few words. Big fan!"
—𝗞𝗘𝗩𝗜𝗡 𝗥𝗢𝗚𝗘𝗥𝗦, 𝗙𝗼𝘂𝗻𝗱𝗲𝗿 𝗼𝗳 𝗖𝗼𝗽𝘆 𝗖𝗵𝗶𝗲𝗳

◾ "Eddie Shleyner, now there's a fella who knows something about copywriting."
—𝗗𝗔𝗩𝗘 𝗚𝗘𝗥𝗛𝗔𝗥𝗗𝗧, 𝗙𝗼𝘂𝗻𝗱𝗲𝗿 𝗼𝗳 𝗘𝘅𝗶𝘁 𝗙𝗶𝘃𝗲

◾ "VeryGoodCopy is likely the very best reading you'll do on any given day about copywriting."
—𝗞𝗜𝗠 𝗞𝗥𝗔𝗨𝗦𝗘 𝗦𝗖𝗛𝗪𝗔𝗟𝗠, 𝗔-𝗟𝗶𝘀𝘁 𝗖𝗼𝗽𝘆𝘄𝗿𝗶𝘁𝗲𝗿

◾ “Eddie gets it. He’s a joy to work with and does so at the highest level.”
—𝗦𝗖𝗢𝗧𝗧 𝗗𝗜𝗞𝗞𝗘𝗥𝗦, 𝗔𝘂𝘁𝗵𝗼𝗿, 𝗦𝗰𝗿𝗲𝗲𝗻𝘄𝗿𝗶𝘁𝗲𝗿, 𝗮𝗻𝗱 𝗳𝗼𝘂𝗻𝗱𝗲𝗿 𝗼𝗳 𝗧𝗵𝗲 𝗢𝗻𝗶𝗼𝗻

Read hundreds of free "micro" lessons, interviews, and courses about copywriting, creativity, and storytelling on VeryGoodCopy.com.

You can also the "Featured" section below for more information about my products and services. 

Thanks again for being here—and enjoy!

Founder

"One of the best copywriting blogs around." 
- Wistia

"One of the content marketing industry's best copywriters." 
- HubSpot

VeryGoodCopy.com is a blog about the art and science of written persuasion. Over 53,000 people subscribe to receive weekly micro-articles about copywriting, content marketing, and psychology.

It's also a direct-response copywriting and content marketing agency that ships clear, concise words that sell.

Click the link below to learn more.

Not doing your job?
 
One of my favorite scenes from one of my favorite shows, 𝘔𝘢𝘥 𝘔𝘦𝘯, is about creativity and productivity: 
 
It opens with Don Draper, creative director, talking to his ad agency’s financial chief, Lane Pryce. Lane is complaining about the copywriters: they’re not being productive in the creative lounge. They’re napping, socializing, playing darts. 
 
Don looks at him: “We do this better than you,” he says. “And part of that is letting our creatives be unproductive… 𝘶𝘯𝘵𝘪𝘭 𝘵𝘩𝘦𝘺 𝘢𝘳𝘦.” 
 
Let's unpack this comment: 
 
Creativity boils down to putting old things together in new ways, which is a two-step process: 
 
1/ get knowledge and experiences 
2/ make unexpected connections 
 
But usually, you can’t force a connection. Usually, you need to 𝘤𝘰𝘢𝘹 it out by doing something unrelated, something distracting. 
 
Like napping. 
Like socializing. 
Like playing darts. 
 
These things 𝘴𝘦𝘦𝘮 unproductive, yeh, but they’re not. 
 
Because while these things distract your conscious mind, your subconscious will continue working, incubating, processing your knowledge and experiences until a random sequence of synapses fires off in your frontal cortex: 
 
And you have a moment of clarity. 
And connect disparate things. 
And then you blurt out: 
 
“Hey, that’s interesting!” 
 
And your colleague looks up and says, “What?” 
 
And you lean back and say, “Well, what if…” 
 
And then you’re off to the races. 
 
“You’re often most creative," says artist Austin Kleon, "when you’re the least productive.” 
 
Don Draper agrees: whether you work in copywriting or any other creative discipline, part of your job is not doing your job. 

yeh?

Founder of VeryGoodCopy.com | Join 95K newsletter subscribers

Long Copy vs. Short Copy vs. No Copy...

Enjoy!

Long Copy vs Short Copy vs No Copy

Do this to develop your copywriting voice: 
 
"Ed," he said. "Close the door. Have a seat." 
 
I closed the door and sat down. My editor sat across from me. Days earlier, he hired me. It was my first copywriting job. I was a year out of school. 
 
"I read your draft," he said. "It’s good—" 
 
"Thanks." 
 
"—for an English major, I mean, nice and flowery,” he said. “But you're not in college anymore—” 
 
I didn’t speak. 
 
“You're a professional copywriter now,” he held up my contract. 
 
I didn’t speak. 
 
"I guess I saw this coming,” he said, “based on your samples.” He pursed his lips. “You know, you can't write like this anymore, all long-winded, like you're some Alexandre fuggin’ Doo-mah—" 
 
I sat there, blinking, bracing myself. 
 
"You’re a copywriter," he said, "copywriters keep it tight." He pressed a key on his laptop. "I just sent you an email," he said. “Please read it.” 
 
I went back to my desk and opened my email. There it was: 
 
𝘌𝘥, 𝘐 𝘭𝘪𝘬𝘦 𝘩𝘰𝘸 𝘺𝘰𝘶 𝘵𝘩𝘪𝘯𝘬. 𝘐𝘵’𝘴 𝘸𝘩𝘺 𝘐 𝘩𝘪𝘳𝘦𝘥 𝘺𝘰𝘶. 𝘉𝘶𝘵 𝘺𝘰𝘶𝘳 𝘸𝘳𝘪𝘵𝘪𝘯𝘨 𝘴𝘰𝘶𝘯𝘥𝘴 𝘰𝘷𝘦𝘳𝘭𝘰𝘯𝘨, 𝘭𝘪𝘬𝘦 𝘵𝘩𝘦 𝘣𝘰𝘰𝘬𝘴 𝘺𝘰𝘶 𝘴𝘵𝘶𝘥𝘪𝘦𝘥 𝘪𝘯 𝘤𝘰𝘭𝘭𝘦𝘨𝘦. 𝘛𝘩𝘪𝘴 𝘸𝘰𝘯’𝘵 𝘥𝘰. 𝘚𝘰𝘳𝘳𝘺. 𝘐 𝘯𝘦𝘦𝘥 𝘺𝘰𝘶𝘳 𝘸𝘳𝘪𝘵𝘪𝘯𝘨 𝘵𝘰 𝘣𝘦 𝘤𝘭𝘦𝘢𝘳 𝘢𝘯𝘥 𝘤𝘰𝘯𝘤𝘪𝘴𝘦. 𝘏𝘦𝘳𝘦'𝘴 𝘩𝘰𝘸 𝘺𝘰𝘶 𝘤𝘢𝘯 𝘨𝘦𝘵 𝘸𝘩𝘦𝘳𝘦 𝘺𝘰𝘶 𝘯𝘦𝘦𝘥 𝘵𝘰 𝘣𝘦: 
 
In his email, my editor included links to classic sales letters by several direct-response icons, including Gary Bencivenga, Gary Halbert, and John Caples. He asked me to transcribe these letters by hand. 
 
Transcribing another writer's work is called 𝙘𝙤𝙥𝙮𝙬𝙤𝙧𝙠𝙞𝙣𝙜 — and it will help you internalize the writer’s syntax and diction, her punctuation and cadence, her voice: it’s all there for the taking. You just have to slow down to absorb it. 
 
(And it's not just for copywriters: Jack London and Hunter S. Thompson and Ben Franklin all copyworked their writing heroes, too.) 
 
“Do you understand why I’m asking you to do this?” 
 
I looked up. My editor was standing there, leaning on my cubicle wall. 
 
“Yeh,” I said. “I understand.” 
 
“You have to be more concise,” he said. “You write like a water hose,” he said, “I need you to be a nail gun." 
 
I nodded. “So," I said, "by hand?” 
 
“Yes,” he said. “If you type it, you’ll go too fast. It defeats the purpose.” 
 
So I did. 
 
Want to develop your copywriting voice? 
 
Transcribe the greats by hand, slowly, meticulously, over and over. 
 
And soon, your work will sound great, too.

JSESSIONID

li_at

Talks about #writing, #marketing, #creativity, #copywriting, and #storytelling

𝗪𝗿𝗶𝘁𝗶𝗻𝗴, 𝙨𝙡𝙤𝙬: 
 
Whatever your politics, it’s impossible to deny Barack Obama’s communication prowess. 
 
He’s a magnificent storyteller, and as fine a writer as they come. And in the preface of his memoir, 𝘈 𝘗𝘳𝘰𝘮𝘪𝘴𝘦𝘥 𝘓𝘢𝘯𝘥, Obama shares how he writes first drafts: 
 
“I only write longhand,” he explains, “computer word processors give the first draft too much polish, and more opportunity to make half-baked ideas tidy enough to appear passable.” 
 
𝗪𝗵𝗲𝗻 𝗜 𝗿𝗲𝗮𝗱 𝘁𝗵𝗶𝘀, 𝗶𝘁 𝗳𝗲𝗹𝘁 𝗳𝗮𝗺𝗶𝗹𝗶𝗮𝗿. 
 
I recognized the sentiment, though I’d never fully acknowledged it in my own process: 
 
I don’t write longhand (my hand cramps) but I write on my phone a lot, using one finger, 𝘱𝘦𝘤𝘬𝘪𝘯𝘨. In fact, almost every idea, note, and yes, first draft I've ever produced for VeryGoodCopy have been written on my phone, in a Google doc, pecking away, slow and steady, 𝘱𝘦𝘤𝘬-𝘱𝘦𝘤𝘬-𝘱𝘦𝘤𝘬. 
 
Writing this way — with a self-imposed physical restriction — forces me to be thoughtful and intentional and rational about every word, every punctuation mark, everything I put down. When I’m on my phone, the idea is expressed slowly, methodically, unlike when I’m typing on a keyboard at 60 words per minute and everything is suddenly there and seemingly right. 
 
Writing slow is thinking slow, which, according to Nobel Prize winner, Daniel Kahneman, is how we 𝘴𝘩𝘰𝘶𝘭𝘥 be thinking if we want clear, coherent thoughts. 
 
And what’s good copy if it’s not clear and coherent? 
 
𝗧𝗼 𝘄𝗿𝗶𝘁𝗲 𝘄𝗲𝗹𝗹, 𝘁𝗿𝘆 𝘄𝗿𝗶𝘁𝗶𝗻𝗴 𝙨𝙡𝙤𝙬. 
 
And to write slow, create bottlenecks between your thoughts and the words you put on the page, especially when writing a first draft: 
 
Write longhand. 
Write with one finger. 
Write with physical restrictions. 
 
𝗪𝗿𝗶𝘁𝗲, 𝙨𝙡𝙤𝙬. 
 
Go on.

Let me teach you the single-most important copywriting skill...

The skill you can use to craft captivating headlines, subject lines, and just about any other line that will create curiosity, intrigue, desire, and ultimately move your audience to take action...

To subscribe to your newsletter...
To download your resources...
To buy your products...

This is how you craft a truly compelling sentence.

Enjoy!

psst...feel free to ask me anything in the comments.

How to craft a compelling sentence:

When to use cliches in your (copy)writing:

They say cliches will make your writing feel tired and tacky, unoriginal. Avoid them, they say.

Well I promise you they’re referring to literary or journalistic writing. Novels, news articles, magazine columns. Not direct-response marketing designed to compel action.

Some proof: 

A copywriter named Richard Dennis once analyzed every sales letter by the late, great Gary Halbert, the “Prince of Print” — one of the most original direct-response minds of the 20th century — and he found these cliches and idioms used again and again:
- “easy as pie”
- “sacred cow”
- “the real McCoy”
- “needed as a pen”
- “speak of the devil”
- “naked as a jaybird”
- “open and shut case”
- “in the heat of battle”
- “let sleeping dogs lie”
- “red carpet treatment”
- “out of sight, out of mind”
- “make a clean breast of it”
- “blood is thicker than water”
- “every Tom, Dick, and Harry”
- “work your fingers to the bone.”
- “a picture is worth a thousand words”
- “kill the goose that laid the golden eggs.”
- “as common as sawdust around a sawmill.”

Halbert used cliches and idioms constantly. 

But he rarely used clever turns of phrase. Because why risk it? Why risk making The Reader stop and think, even if only for a second? Every time The Reader stops to “get it” you could lose her attention forever. 

Unlike clever writing, colloquial expressions build a bridge to comprehension by making your copy more efficient, by helping you use fewer words to make a clear point. 

Cliches and idioms are tools for solving a specific communication problem. 

Use them as necessary, I say.

yeh?

Take the weekend:

“Never send a letter or a memo on the day you write it,” said copywriter David Ogilvy. “Read it aloud the next morning,” he said, “and then edit it."

Because it’s easy to get too close to your writing, too familiar and comfortable. So distance yourself from your work to regain objectivity, to ensure your message is accurate, and clear.

Take the weekend.

Leave the words. They’ll be there when you’re back, unchanged. But you—your attitude, your perspective—will be different.

And this will make a difference.

One of the best exercises you can do as a copywriter is synthesize longer writing into shorter writing. 
 
Because—and this is almost always true—if you can rewrite something to say the same thing in fewer words, you’ve made the work better. 
 
And a great place to practice is Wikipedia. 
 
Try this: 
 
Rewrite a Wikipedia paragraph to a third of its original length (e.g., edit ~150 words down to ~50 words) without sacrificing the meaning. This is an ultra-effective exercise because concision is already baked into Wikipedia’s publication rules, which state: 
 
“Articles should use only necessary words. This does not mean using fewer words is always better; rather, when considering equivalent expressions, choose the more concise.” 
 
In other words, the platform already has a strict no-fluff policy—and that’s what makes this exercise so good. Editing an already-concise paragraph for brevity demands hypersensitivity to syntax, to sentence structure, to the weight of each word. 
 
It puts your Editor Brain into overdrive, forcing a mindset so unnatural, you’ll walk away from each exercise a markedly more concise writer. 
 
𝘛𝘳𝘺 𝘪𝘵. 
 
Do it once a day, five days a week for a month, and your writing will drastically improve. Do it once a day, five days a week for 𝘢 𝘺𝘦𝘢𝘳, and the quality of your writing will surpass that of most professional copywriters. 

Need an example? 
 
I synthesized this paragraph from HubSpot’s Wikipedia page:

Writing is 𝘱𝘶𝘴𝘩𝘪𝘯𝘨. 
Editing is 𝘱𝘶𝘭𝘭𝘪𝘯𝘨. 
 
You can't do both at once. You can't simultaneously push and pull. 
 
So pick one, and focus all of your energy on it. You’ll be more productive. 

yeh?

Time illuminates the details. 
Details give way to connections. 
And connections are the basis of creativity, a cornerstone of copywriting.

~

psst... speaking of copy, click "Visit my website" above for a great offer 🤝

Enjoy!

To be a good copywriter:

Writing and ADHD:

“Hello,” said the nurse.

“Hi,” I said.

We were in school. There was a bed and curtain in the corner.

“What hurts?”

“Nothing.”

“What’s wrong?”

“I dunno,” I said. “I can’t focus.” I told her I zone out when I read. “It’s like my brain is reading but I’m somewhere else—” I said. “𝘍𝘢𝘳.”

“Oh,” she said. “And what do you think about?”

I looked at the bed in the corner.

“Are you anxious?”

I was sleepy. The bed looked good.

“𝘌𝘥𝘥𝘪𝘦—”

I snapped back.

“Are you anxious?”

Years later, I still go Far.

Mostly when I’m tired or bored or overwhelmed. And sometimes it’s to my detriment. It’s frustrating, painful.

But other times, it’s helpful:

As a copywriter I brainstorm. I just sit there and think about a problem. And when I do, if I go Far, I lean into it, and embrace the randomness—and then connections happen, and ideas come out. Most are bad or half-baked but that’s fine. Because it’s a numbers game. Because the more bad ideas you have the more good ones you’ll get.

Sometimes they come so fast I get a high, a rush, part excitement and part relief that it’s there, in front of me, the thing, the idea! It’s there! 𝘐 𝘩𝘢𝘷𝘦 𝘪𝘵!

I have it.

And I’m glad I do.

“I’m not anxious,” I said. “I’m just thinking.”

Yeh, years later, I’m glad I have it.

How did you write it?

“Bless The Telephone” is a song by Labi Siffre. He sings it with such tenderness:

~———
𝘐𝘵'𝘴 𝘯𝘪𝘤𝘦 𝘵𝘰 𝘩𝘦𝘢𝘳 𝘺𝘰𝘶𝘳 𝘷𝘰𝘪𝘤𝘦 𝘢𝘨𝘢𝘪𝘯
𝘐'𝘷𝘦 𝘸𝘢𝘪𝘵𝘦𝘥 𝘢𝘭𝘭 𝘥𝘢𝘺 𝘭𝘰𝘯𝘨
𝘌𝘷𝘦𝘯 𝘸𝘳𝘰𝘵𝘦 𝘢 𝘴𝘰𝘯𝘨 𝘧𝘰𝘳 𝘺𝘰𝘶
𝘐𝘵'𝘴 𝘴𝘵𝘳𝘢𝘯𝘨𝘦, 𝘵𝘩𝘦 𝘸𝘢𝘺 𝘺𝘰𝘶 𝘮𝘢𝘬𝘦 𝘮𝘦 𝘧𝘦𝘦𝘭
𝘞𝘪𝘵𝘩 𝘫𝘶𝘴𝘵 𝘢 𝘸𝘰𝘳𝘥 𝘰𝘳 𝘵𝘸𝘰
𝘐'𝘥 𝘭𝘪𝘬𝘦 𝘵𝘰 𝘥𝘰 𝘵𝘩𝘦 𝘴𝘢𝘮𝘦 𝘧𝘰𝘳 𝘺𝘰𝘶

𝘐𝘵'𝘴 𝘯𝘪𝘤𝘦 𝘵𝘰 𝘩𝘦𝘢𝘳 𝘺𝘰𝘶 𝘴𝘢𝘺 "𝘩𝘦𝘭𝘭𝘰"
𝘈𝘯𝘥 "𝘩𝘰𝘸 𝘢𝘳𝘦 𝘵𝘩𝘪𝘯𝘨𝘴 𝘸𝘪𝘵𝘩 𝘺𝘰𝘶?
𝘐 𝘭𝘰𝘷𝘦 𝘺𝘰𝘶"
𝘉𝘶𝘵 𝘷𝘦𝘳𝘺 𝘴𝘰𝘰𝘯 𝘪𝘵'𝘴 𝘵𝘪𝘮𝘦 𝘵𝘰 𝘨𝘰
𝘈𝘯 𝘰𝘧𝘧𝘪𝘤𝘦 𝘫𝘰𝘣 𝘵𝘰 𝘥𝘰
𝘞𝘩𝘪𝘭𝘦 𝘐'𝘮 𝘩𝘦𝘳𝘦 𝘸𝘳𝘪𝘵𝘪𝘯𝘨 𝘴𝘰𝘯𝘨𝘴 𝘧𝘰𝘳 𝘺𝘰𝘶

𝘚𝘵𝘳𝘢𝘯𝘨𝘦
𝘏𝘰𝘸 𝘢 𝘱𝘩𝘰𝘯𝘦 𝘤𝘢𝘭𝘭 𝘤𝘢𝘯 𝘤𝘩𝘢𝘯𝘨𝘦 𝘺𝘰𝘶𝘳 𝘥𝘢𝘺
𝘛𝘢𝘬𝘦 𝘺𝘰𝘶 𝘢𝘸𝘢𝘺
𝘈𝘸𝘢𝘺
𝘍𝘳𝘰𝘮 𝘵𝘩𝘦 𝘧𝘦𝘦𝘭𝘪𝘯𝘨 𝘰𝘧 𝘣𝘦𝘪𝘯𝘨 𝘢𝘭𝘰𝘯𝘦
𝘉𝘭𝘦𝘴𝘴 𝘵𝘩𝘦 𝘵𝘦𝘭𝘦𝘱𝘩𝘰𝘯𝘦
~———

“How did you write it?” said the interviewer.

“Bless The Telephone”?

“Mhm, yes.”

“Well, I was in my hotel room after a gig…and the phone rang,” said Labi, “and we talked for about half an hour…and then I sat on the bed…and I wrote the song.”

I was so happy to come across this origin story, this example of a creative person using “the moment” as it were—the energy within it—to make something good and honest, something timeless:

"And to find, after all this time," said Labi, "that the song still helps, I'm pleased about that...'cause love is a wonderful thing."

I think Labi was successful, in part, because he did not hesitate.

He didn’t let the moment cool. The tenderness he felt after that call was available to him right then and there—and he captured it. A day later it would have become a memory of tenderness rather than tenderness itself. This distinction matters: he wrote from inside the feeling, not about it.

Labi didn't hesitate before writing.

Perhaps, neither should you.

This morning, I a/b tested these 2 subject lines for my copywriting newsletter:

———
a) AI really saved me here:
b) How I’m using AI (example):
———

Which one sounds more compelling to you? Which one are you more likely to open? Feel free to share your reason(s) in the comments 🙏🏼

Thank you!

For the interested...this is the body of the newsletter: https://lnkd.in/gcCy5vpj

Here are two subject lines for a copywriting newsletter: which one sounds more compelling to you? Which one are you more likely to open?

Two article headlines. No context. Which one sounds more compelling to you? Which one are you more likely to click:

———
a) Watch this to write better:
b) Read this to write better:
———

Feel free to share your reason(s) in the comments 🙏🏼 

Thank you!

Two article headlines. (See above.) No context. Which one sounds more compelling to you? Which one are you more likely to click?

Pictured (in slide 2) is my former Creative team, part of G2's 35-person Marketing department...

From left to right: Lishen, me, Maia, Laura.

I miss working with these folks, but I'm glad for everything I learned during my time with them...

Enjoy!

Copywriting innovations:

Work with me? More info here: 


https://lnkd.in/gwQDQH8p


Thanks for considering!

"The ugly thing in a world of beauty stands out." ~ Eugene Schwartz

Do you think this "ugly" landing page I created is converting MORE or LESS than 5% of visitors: https://lnkd.in/gvbgJyjY 

Feel free to share why you think so in the comments...
Or ask me anything about the page, my creative decisions, etc. 

Thanks!

Inside:

✅ Even good copywriters commit ​this typical landing page mistake​, making it incredibly difficult to achieve a high conversion rate. ​
➜ see lesson A3

✅ ​This “ideal landing page”​ is your transformational blueprint: use it with the companion template (clearly labeled, color-coordinated, and presented side-by-side) so you’ll never need to guess when formatting a landing page. ​
➜ see lesson C2 + C3

✅ For decades, marketers have been utterly derailed by this research mistake. But there's a lesser known and more effective (not to mention easier) way to ​deeply understand your audience​. 
​➜ see lesson D1

✅ ​“Truth Serum” interviews​: use this 2-step technique to keep customers talking, sharing honest and often original insights about your product or service (things no AI could reveal). ​
➜ see lesson D6

✅ The most important section of your landing page has ​these 6 essential elements​, each with its own specific purpose to fulfill. (Complete breakdown inside.) ​
➜ see lesson E1

✅ ​This mechanism is like “conversion insurance” for your landing page​—designed specifically for on-the-fence prospects, you can use it to reliably capture emails for your nurturing and re-marketing campaigns. ​
➜ see lesson E6

✅ ​Want to book more demo calls?​ Use this step-by-step process to create your demo-request page. ​
➜ see lesson G4

✅ How to ​basically “force” your landing page visitors to read your copy​. (Don’t worry, people actually enjoy this—and even welcome it.) ​
➜ see lesson H6

✅ How to “program” your brain (or AI) to quickly and repeatedly write compelling hooks for headlines, subject lines, fascinations, etc. using ​my unique, 3-step process:​ I hold nothing back, demonstrating each step against 18 clear examples. (Plus...I share a template you can use to visually and systematically develop this skill until it’s like second nature.) 
​➜ see lesson I1

✅ ​18 “fascination filters”​ you can apply to basically any piece of information (as long as it’s valuable to your market) to create irresistible headlines, subheads, email subject lines, and more. ​
➜ see lesson I4

✅ Instant credibility: properly leveraging this evolutionary trait (present in all humans) can ​make people immediately trust your claims​—without even reading all of your copy. ​
➜ see lesson L3

✅ ​4 ways to reliably “manufacture” urgency​ on your landing page, creating offers that compel visitors to act much faster. (In some cases, these techniques will even create a feeding frenzy the moment you launch your campaign.) ​
➜ see lesson M1

✅ Give me 5 minutes and I’ll give you ​the testing strategy that helped Eugene Schwartz sell over $100M per year in books​. (Yes, it’s absolutely transferable to landing pages.) ​
➜ see Module 9: Introduction

And much, much more…

Enjoy 86 video "micro" lessons across 9 modules and 2.5 hours of video and start compelling more landing page visitors to buy, download, or subscribe:

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