The World's Top % Think In Decades.
I’ve been at this copywriting thing for a minute now.
I celebrated my 10 year anniversary on May 1st.
In that time, I’ve generated more than $500M for clients. The majority of it has come in the last 2 years.
That’s the power of compounding.
I’ve experienced and learned a lot in that time.
About myself, and about the world.
And now, with fresh eyes and hindsight, I can see what it was all for.
The road I have been travelling down with all its twists and multiple wrong turns, has led me here.
To build CopyHaus.
The greatest copywriting community and experience of the 21st century.
This is now my sole mission. This is the meaning I now have in my life and the value I am going to create in the world.
This is the tree I am nurturing so that future generations can enjoy the shade, protection, and fruits that it will provide.
I am currently navigating the waters of what this will look like from a systems and processes standpoint.
The first of that is value-driven and leads me down the line of content.
This is where we currently stand:
Two long-form threads on X a day (follow along here: https://twitter.com/NickMaier_AUS)
Two long-form articles right here on Substack every single week
One value-laden newsletter every week (you can join the 100+, and growing, list of copywriters here: https://nickmaier.ck.page/newsletter
The Substack articles, and the newsletter, are going to go deep into topics that affect copywriters, but lay to the far edges of the typical kind of content you’d typically find elsewhere on the internet.
Yes, there will be hyper-practical tips and tools for writing banger copy.
But more importantly, we will discuss concepts that influence a copywriters ability to write copy, and create value for specific markets that touch a much deeper, more natural nerve.
An example of this is the current conversation around copywriters and AI.
Yes, there are tools such as Jasper, Copy.AI and ChatGPT that have been birthed into the world and pose a threat to our industry.
But when you look deeper for yourself, you see there’s no real thing to worry about.
Copy is communication.
It’s a string of words that come together to form sentences, and overall, a longer structure with a specific intent to get someone to take a specific action.
Anyone can do it when you think of it that way.
And in order for these LLMs and AI tools to really be able to do it, they need to be trained on human behaviour and showcase a depth of creativity and ideation that, if done, will likely take decades to achieve.
When you truly understand copywriting you see that it’s the work done before a word is even written …
… the market research
… the discovery of the angles
… the offer and value research
… that’s what matters most as it forms the foundation for the copy that will be written.
A lot of what AI produces at the moment, without a copywriters intervention afterwards to edit and optimise, is very amateurish.
So we’re in a strong position at the moment if we see AI as the tool, the friend, and the creator of leverage it is. This will allow us to add more value than other copywriters.
That’s a win.
Another example comes from Crypto Expert and one of the brightest minds in the world right now - Arthur Hayes.
I was reading one of his reports the other day that discussed the current geopolitical structure of the current world and how energy, mainly oil, influences it.
He showcased how energy is the resource that influences and manipulates the markets of the world and it is what most countries are fighting over.
And it got me thinking how this notion of energy applies to use as copywriters, and the level of “success” we see in our careers and our lives.
Yes, the end goal is to write first-class quality copy for clients.
But if it takes you a year to do that, it’s not as valuable as someone who can do it in a month, or a week, or even less.
So the resource of time enters the equation.
From here, we can see how, on a first principles level - it’s efficiency that becomes a copywriters best friend once the table stake skills have been learned (i.e. headlines, hooks, C2As, frameworks like PASPA, etc).
And to be efficient, you need to be able to see patterns so you can create systems and processes to use to your advantage.
As when you do you’re able to use your limited resources, like time and your own mental + physical energy, effective to produce the outcome of first-class copy.
This is one of the most powerful lessons I’ve learned over the last decade.
It’s how I could write a sales email is 30 minutes that generated more than $250,000 for a client.
And it’s how I can achieve more, in less time, driving up my own “hourly income” when I sign contracts that are based, not on an hourly rate, but a per project basis.
As if it takes me 10 hours to write the landing page, and the contract was $5,000 - I’m essentially earning $500/hr.
If it took me 5 hours to write, my capacity to create wealth for myself would have doubled.
With the right systems and processes at the levels of:
Market research
Understanding the ideal audience and how they see the world, how they see themselves, and their beliefs
Understanding the offer, the problems it solves, and the value it provides
Identifying the emotionally volatile angle that connects all three of the above together
… the act of writing the copy can become so streamlined that it takes a fraction of the time it used to — especially if you also have systems and processes around Landing Pages, Sales Pages, Ad Copy, all kinds of email sequences and more.
Which is what I’m currently working on creating as a core component of CopyHaus.
So that I can hand it all over, as in the entire fucking collection, to copywriters so that they have access to all of them for themselves, on top of the education and knowledge of how to use them — and how it all applies to The Business of Copywriting — the real game they’re playing and are trying to win at.
Strap in.
It’s going to be fun.
As I said earlier, please:
Follow me on X for multiple value-laden threads each day — https://twitter.com/NickMaier_AUS
Join the 100+, and growing, copywriters subscribed to the newsletter here — https://nickmaier.ck.page/newsletter
And stay tuned here for articles that will help you push to the edges of copywriting with ideas, concepts, and tools you won’t find anywhere else in the world.
With love and gratitude,
Nick