🇺🇦 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.

Hey folks! Many months of work went into this thing. I'm very proud of it, and excited to finally share with you all: https://lnkd.in/dgTWp2jp

Please help me spread the word 🙏🏼 

And as always, enjoy!

- Ed

Founder of VeryGoodCopy.com | Join 95K newsletter subscribers

VeryGoodCopy Audiobook is Now Available

How to find the words again (without AI):

Growing up, it felt like Babushka had a saying for every problem. 

Every bad or uncomfortable situation I faced was met with some expression about resilience or patience or effort. Probably because my grandma’s own childhood in Stalinist Russia was so hellish and sad, so she had these set phrases, I guess, these little rhyming quips that brought levity or perspective when things were hard. 

I remember when I cut my lip on a 7UP can. She held a napkin to my mouth and put her cheek against my head and said, “Doh svahd-by zah-zhee-vyot.”

It means: “It’ll heal before your wedding.”

Or when I stormed into the living room and told her that I couldn’t do it, that I could not possibly memorize “Falling Up” by Shel Silverstein. I remember she looked up at me from her book and said, “Trood vsyo peh-reh-troot.”

It means: “Hard work grinds everything down.”

Or when there was heartache. She opened the door to my room, and that devastating song, “Color of Your Blues” was playing through the stereo, slow and soft…

𝘚𝘪𝘯𝘤𝘦 𝘺𝘰𝘶'𝘷𝘦 𝘣𝘦𝘦𝘯 𝘨𝘰𝘯𝘦, 𝘐'𝘷𝘦 𝘭𝘰𝘴𝘵 𝘮𝘺 𝘤𝘭𝘦𝘷𝘦𝘳𝘯𝘦𝘴𝘴/ 
𝘈𝘯𝘥 𝘴𝘪𝘯𝘤𝘦 𝘺𝘰𝘶'𝘷𝘦 𝘸𝘢𝘭𝘬𝘦𝘥 𝘢𝘸𝘢𝘺, 𝘐 𝘫𝘶𝘴𝘵 𝘤𝘢𝘯'𝘵 𝘥𝘦𝘢𝘭 𝘸𝘪𝘵𝘩 𝘵𝘩𝘪𝘴/

I remember she hugged me so and said, “Vsyo pra-ho-deet, soln-sa.”

It means: “Everything passes, my love.”

And of course, I remember the thing she told me almost every night, no matter the circumstance, like a mantra. “Oo-truh vye-cheh-ruh moo-dreh-nee-yeh,” she said. 

It means: “The morning is wiser than the evening.”

I think about this often. 

I think about it in all sorts of situations, but especially when it’s dark outside and the house is still and my brain is still, but I’m still writing, still trying—and the words won’t come. 

When this happens, I hear Babushka. I swear to God I hear her voice: 

“Oo-truh vye-cheh-ruh moo-dreh-nee-yeh.”

And so I listen. And I rest. I let my subconscious drive for a while. 

And when I return to work, the words are there again.

A warning to writers:

I read Stranger Than Fiction by Chuck Palahniuk.

In it he talks about philosopher Martin Heidegger, who postulated that humanity sees the planet as a standing reserve of raw material—as resources, basically, inventory just waiting to be collected and processed and converted into something else, something useable:

Cows into meat. Forests into lumber. Mountains into minerals and metals. Etcetera.

Heidegger called this standing reserve “Bestand.”

“It seems inevitable,” writes Palahniuk, “that people without access to natural Bestand such as oil wells or diamond mines, that they’d turn to the only inventory they do have—their lives.”

Yes. Most people don’t own massive quantities of raw materials, but all of us, every single person, owns their story, their life, everything they’ve savored and suffered, the beautiful things and devastating things and everything in between, too.

Our Bestand is our lived experience—and to harvest it, we can write.

We can notice our life, and we can write about it.

“Put yourself into your work,” said the late, great copywriter David Abbott. “Use your life to animate your copy,” he said.

Some of our greatest artists have echoed this advice:

Writer Anne Lamott said, “You own everything that happened to you. Tell your stories.”

Comedian Norm Macdonald said, “My strongest material comes from real life.”

Director Bong Joon Ho said, “The most personal is the most creative.”

But at what cost?

Heidegger warned that viewing the world this way, as Bestand, can be incredibly dangerous because it reduces Mother Nature to a mere resource, something expendable to exploit and subjugate.

And therefore, as writers, it’s also possible to exploit ourselves, to collect and process and convert everything that happens to us—be it love or children or divorce or cancer or existential dread—into material: every moment examined for its potential as a headline or chapter title.

And what happens then?

“[Then] we might hurry through life,” warns Palahniuk, “enduring event after event, in order to build our list of experiences. Our stock of stories. And our hunger for stories might reduce our awareness of the actual experience.”

And what happens then?

What happens when the material supplants the moment itself?

Folks, would you call this asset a LANDING PAGE or a SALES LETTER: https://lnkd.in/gnHcEwQp

Note: this asset is designed for folks familiar with my work, mainly past buyers, current newsletter subscribers, and avid followers.

Please feel free to share your take in the comments...

Another note: I may quote and/or screenshot your comment in an an essay I'm writing about this topic for my newsletter. (I will of course link back to your profile if I do.) But if you do NOT want me to use it, please just say so in the comment 🙏🏼

Thank you!

Is this a LANDING PAGE or is it a SALES LETTER? (See above)

Content With Butch

Freelance Copywriter

Casumo

Senior Content & Communications Specialist

The Rank Group plc

- Leading weekly CRM planning meetings
- Writing all sports and X-Sell marketing copy
- Overseeing website content and banner design
- Providing paid and organic social media support
- Managing sponsorships, ambassadors and live events
- Producing written blogs for product promotion and SEO
- Strategising acquisition, reactivation and retention offers

Sportsbook Marketing Executive

- Updating business brand guidelines
- Creating video scripts for national TV adverts
- Working on sportsbook, casino, poker and bingo
- Restructuring the Grosvenor Casino sign-up process
- Writing marketing material for award-winning campaigns

Senior Copywriter

Addison Global - The Creators of MoPlay

The goal:
Defining the Tone of Voice for a start-up millennial and mobile-focused company, aiming to bring a fresh and fun feel to the world of sports betting.

Bringing it to life:
Designing a TOV Style Guide and glossary of terms
Creation and definition of customer-facing TOV formats
Accurate and efficient production working to tight deadlines
Driving business consistency by training and working closely with:
- Traders
- Solutions team
- Social media team
- International marketing
- Product owners/designers

Final Third Sports Media

Final Third meet client-specific goals through the strategic publication of entertaining and informative content in the sport and leisure industry, both digitally and in print.

Acting as an extension of an organisation, rather than as an external agency, we deliver accurate content in a timely manner, whatever the project.

Clients include:

- Connacht Rugby
- Welsh Rugby Union
- Rugby Football League
- English Football League
- Professional Referee Organization (U.S)

Specialities:

- Social media strategy and implementation
- Content planning and production
- Website management 
- Photoshop editing
- Feature writing
- Video editing
- Live blogging
- Sub-editing

Lead Content Executive

Barclaycard

Primary roles:
- Setting up and maintaining internal systems with customer data
- Providing monthly data to card schemes, ensuring compliance with data integrity rules
- Providing accurate reporting to our large merchants within strict timescales
- Point of contact for internal sales teams and account managers, who require advice or information on their accounts
- Managing incoming email queries from internal and external customers, providing efficient query resolution

Other notable tasks:
- Working alongside Operational Readiness to improve processes and procedures
- Building information packs for major business partners
- Building and presenting educational packs to assist internal sales teams, to improve performance and the customer experience

International Support Assistant

Primary roles:
- Answer incoming telephone calls from customers querying account information, integration of the product, set-up issues and reconciliation issues
- Outbound welcome calls made to new merchants that open an ePDQ account discussing integration of the product and other common query types
- Pick up ‘call backs’ from merchants that have contacted out of hours and require assistance
- Complete set-ups and activations of accounts to allow customers to process online transactions
- Handle customer complaints and make sure that they are completed within business guidelines and those set by the Financial Service Authority
- Pick up daily emails and phone calls from internal sales teams and account managers that require more information on the product

Other notable tasks:
- Maintenance of ePDQ complaints tracker, ensuring information was accurate and macros were working correctly

During this period, I was also involved with Project Fusion - a project to migrate all users to a new operation system. The roles included within this were:
- Weekly conference calls and regular meetings with project managers; to provide updates and address issues
- Updating the department's macro-enabled spreadsheets to ensure they would be compatible with the new operation system 
- Testing programs on the new operation system to ensure a smooth transition
- Departmental point of contact for any migration issues, and working alongside project managers and IT areas to efficiently resolve those issues

ePDQ Customer Service Advisor

Hi, I’m Butch. Or Alex, if you’re my parents. Thanks for stopping by.

I write copy. Lots of it. Online casino and sports betting is my forte, with seven years (and counting) of experience in the gambling industry.

I’ve put businesses on the map, defining Tone of Voice, creating brand guidelines and embedding them company-wide. I’ve turned dull to delightful at established brands whose CRM needed CPR. I can do that for you too.

And I’m a sports writer, with a particular passion for all things football, darts, horse racing, NFL and the NBA. I’ve overhauled NFL content for one of the UK’s biggest media agencies and if you need me, I’m ready to step up and be your MVP.

What I can do for you:

📧 player marketing
🕵️‍♂️ full website audits
🛣 user journey reviews
📓 tone of voice guidelines
✍ SEO-optimised blog posts
💻 social media management

Need a word? Slide in my DMs 📨

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}🇺🇦 Eddie Shleyner's LinkedIn Performance

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