Science of Copywriting Newsletter Issue 2

This week in Science of Copywriting we looked at the Internet Marketing (IM) industry and the way they sell hope using desperation.

Mainstream businesses don’t do this. They value and understand that long term business relies on good reputation, and that only happens when we play fair with our prospects and customers.

There’s one thing I didn’t mention though. Return on Investment (ROI). ROI is often used as a selling tactic in the IM industry. People talk about 300% ROI as though it was commonplace.

They talk about tripling your profits (ie. 300% ROI) using PPC (via Facebook ads etc.) as though there were no costs involved – just ad spend.

Out there in the real world there are real costs. If you invest $1 in an ad and it generates $3 of sales, people in the IM industry conveniently ignore the other costs (like the cost of buying the product being sold in the first place).

This happens because 99% of the products being sold in the IM world are digital. The only cost being the time it took to put together whatever information is being sold.

This is fine of course. Once you’ve made something once, if it can be resold without needing to be made again, then every sale is pure profit.

It’s just not the case with almost every mainstream business – and by that I mean the types of client you and I need to attract (real businesses who remain loyal customers for years).

The IM industry, which could be renamed The Launch Industry is short term thinking.


I also wrote two pieces on positioning this week. Both you will find useful when it comes to thinking about copy and also selling to clients. Take a look if you didn’t catch them:


And last but not least (because there were also two posts this week on care and emotion) I pointed out the difference between perfectionism and perfectionism disorder (yes, it’s a thing).

One is good (and something I strive for everyday) and the other is not – but is often misunderstood. If you’ve been struggling with procrastination and beat yourself up over your perfectionism, read this.

That’s enough for now I think. If there’s anything you’d like me to cover, just hit reply and let me know.

With my love,

Quentin Pain

Science of Copywriting


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