Mental Jujitsu – What you need to know right now about understanding the mental side of copywriting

Eagle Eye Karate Joe
Image by TCM Hitchhiker via Flickr

To further show you what I mean about my grand idea of you becoming a complete copywriter and understanding the mental side of copywriting, I’m posting this article that fits along the same lines as what you’ll be learning about on my new website.


How to “Achieve the Impossible” by Putting the Pain/Pleasure Principle to Work for You
By Guillermo Rubio

This week, Kyle Maynard turns 23.

And already, Kyle’s accomplished what takes most people a lifetime …

He’s an in-demand motivational speaker, a New York Times best-selling author, and has appeared as a guest on Oprah, Larry King Live, and Good Morning America. Plus, he’s in the National Wrestling Hall of Fame, having won 36 varsity matches as a high-school senior against top opponents. He also owns a fitness center.

These accomplishments are nothing short of extraordinary, when you consider what makes Kyle truly unique …

He was born with a condition known as congenital amputation. His arms end at the elbows, and his legs end at the knees. Despite this, he lives a pretty normal life.

He can type up to 50 words per minute, eat without help, write, and even drive. To most people, Kyle’s achievements seem impossible, given his circumstances …

But Kyle found a way.

Many times, our circumstances can make our goals seem impossible to achieve.

Perhaps you’re so deep into debt, getting out of it seems like a far-fetched dream …

Maybe you’ve been hit hard in this economy and you think you’ll never be able to retire …

Or maybe you think making a full-time living doing what you love is just not possible, because it’s too hard to do.

The good news is, you can achieve the seemingly “impossible.” You just have to tap into your personal power, just like Kyle did.

Personal development guru Tony Robbins says one of the major keys to tapping into your personal power is understanding the concept of pain and pleasure.

Every choice you’ve made – and will make – is based on avoiding pain and seeking pleasure.

The key, then, to “achieving the impossible” is to make the emotional power behind your pain/pleasure motivations strong enough to accomplish your goal.

In his e-book, Need to Know, business-building expert Paul Myers puts it this way …

“Make the pleasures that you get and the pain you avoid when you achieve your goal as strong as you can. Then make the pleasure you get and the pain you avoid by NOT getting it as weak as possible.

“When the emotional attachment you make to things that move you toward it are stronger than those of the things that keep you from it, you will have effectively put the car in drive. You will automatically move in the direction of those desires.”

This is exactly how Kyle Maynard has been able to achieve so many “impossible” things.

For him, the pain of not achieving his dreams is huge. And the pleasure of gaining them is even bigger. This is what’s helped him bulldoze past any obstacles life throws his way.

So how do you put this pain/pleasure principle to work for you?

Here’s how:


Figure out what you want. What is the “impossible” goal you’d love to accomplish? Is it to finally get in shape and stay that way? Is it to quit your job and start your own business, doing what you love? Or, maybe you’d love to have a passive online income.

For example, Shaun Fawcett’s job with an international training company disappeared, when their largest customer – the government – pulled their funding. Unemployed and wondering what to do next, he decided to strike out on his own.

For a couple of years, he consulted and did some copywriting. But what he really wanted was to make a living online. He soon determined the best way was to build a content-rich, theme-based website. Today he’s bringing in over six figures a year.

Do a pain/pleasure inventory. Let’s say, like Shaun, your “impossible” goal is to create a passive online income. Here’s what you do next, to give yourself the best possible chance of achieving that goal.

Grab two sheets of paper. Draw a line down the middle of each one. At the top of the left-hand column, write “Pain I Avoid.” At the top of the right-hand column, write “Pleasure I Gain.”

On the first sheet of paper, you’re going to identify the pain you avoid and the pleasure you gain, by NOT taking action to create a passive online income. For example:

By NOT TAKING ACTION to Create a Passive Online Income:

Pain I Avoid

Pleasure I Gain
Potential failure Safety in knowing I’m not risking anything
Having to give up some of my free time to make my goal happen Being able to spend my free time doing things that are fun and pleasurable in the moment
Criticism from family and friends for trying to do something that seems “impossible” Approval of others, because I’m playing it safe and not making any waves

On the second sheet, write down the pain you avoid and the pleasure you gain by actually achieving your goal of creating a passive online income:

By TAKING ACTION to Create a Passive Online Income:

Pain I Avoid

Pleasure I Gain
Regret and a feeling of “what if?” Satisfaction and security, knowing I have enough money for all my needs
Retiring without financial security Being able to work from home and have less stress, by avoiding long commutes and having to deal with unreasonable bosses and office politics
Not being able to do and have the things I want A better quality of life for me and my family, such as being able to take more vacations, live in a nicer house, have plenty of money for retirement, etc.

Now that you’ve done your pain/pleasure inventory, now it’s time to …

Tip the scales in your favor. Now that you’ve filled out your pain/pleasure lists, it’s time to get some emotional power behind wanting to achieve your goal of creating a passive online income. Make the “Taking Action” pain avoided and pleasure gained so great, that they completely outweigh the pain and pleasure of NOT taking action.

To do this, take the “NOT Taking Action” list (the first sheet in step #2 above) and minimize both the pain avoided and the pleasure gained.

For example, for the pain of potential failure, make that pain less severe by rationalizing it. Realize that as long as you create a detailed action plan and account for any pitfalls along the way, your chances of failure are minimal. Plus, as long as you keep at it, you haven’t failed. You only fail when you give up.

Now, for the pleasure of, say, being able to spend your free time watching television instead of working on your goal, you can minimize it by realizing the pleasure is only temporary. It won’t give you lasting fulfillment. Think how, in five years, your life won’t be any better because of the hours spent watching those sitcoms.

After doing this for each item on your “NOT Taking Action” list, the emotional power behind the pain avoided and pleasure gained by not taking action will be zapped.

Visualize the specific results of taking action. Go through your “Taking Action” pain/pleasure list (the second sheet in step #2 above), and think about what you’ve written.

For instance, if the pain avoided by taking action is not having enough money for retirement, get specific. What exactly would you not have money for? Would that mean you’d have to move out of your house and into a small apartment? Would you have to ask your family for help?

Then, do the same thing with your “Taking Action” pleasure list. If the pleasure gained is financial freedom, be specific. Does that mean you’ll finally get to visit the Egyptian pyramids? Take that cruise to St. Martin you’ve always wanted? Help a certain charity?

There is power in specificity. That’s because it’s easier to visualize going on a skiing vacation to the Swiss Alps, than it is to visualize the abstract of “financial freedom.”

This is how you’ll build emotional power and motivation to automatically start achieving your goals. And soon enough, you’ll regularly be “achieving the impossible,” just like Kyle.

This article appears courtesy of The Golden Thread, an e-letter from AWAI that delivers original, no-nonsense advice on how to build your freelance copywriting business. For a free subscription, visit

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My new project just might turn you into a six figure earner…

Former basketball player Michael Jordan
Image via Wikipedia

So what’s new at

Well, I’m currently working on building a new website for copywriters.

I registered the new name this past friday, and now I’m working on all the behind the scenes stuff.

Just to give you an idea about what the site will be about, I’ll say that it will talk about copywriting.


But it will also talk about some of the other things that I think are important for you to becoming a top notch copywriter.

See, I’m a huge fan of basketball. I grew up playing in school, on the playgrounds and for a few of the local leagues where I live at.

While playing, I became a fan of Michael Jordan. But not for the reasons that most of my friends did.

Sure, I knew he could dunk a basketball, but growing up on the local playgrounds I would see other guys who could do those same dunks, they just never made it to the professional level.

What impressed me most about Michael Jordan was his mental approach to the game of basketball.

He always stressed that you should learn the mental game of basketball first and the physical game will follow.

That’s true…and I followed that advice.

However, I didn’t just apply it to basketball. I applied it to everything.

Even copywriting.

This is what I believe is missing from most websites that I see that are about copywriting.

-They show you how to write a headline.

-They show you how to write a lead.

-They show you how to close your letter.

All kinds of things related to copywriting.

Everything but the mental side.

There is a mental side of copywriting that no one seems to talk about.

Heck, most of the copywriters out their probably don’t even know about the mental side of copywriting.

Now when I say mental, I’m not talking about your customers mental state.

I’m talking about your mental state and how to achieve the optimal results with your copywriting before the pen even hits the pad.

In basketball we would call this getting “psyched up” before we would hit the courts.

This would involve putting yourself in a mental state that was geared toward helping you to become centered on the game at hand.

Before you even dribbled a ball you knew about possible scenarios that could occur in the game and how you would handle them.

You developed visions of the perfect game and you set out to achieve that.

You can take this same approach to copywriting as well.

Building your confidence in yourself so that you know beforehand that you have what it takes to do the job that’s required of you.

And if you decide not to do a job, then it was because it didn’t fit in with what you were trying to achieve.

Confidence in yourself leads to you writing good copy.

Everything you do in life will be affected by your level of confidence that you have in yourself.

If you are always questioning whether you will make it as a copywriter then chances are that you will never make it to the level you want to be.

Your mind has to be set to the idea of you becoming a master copywriter first, and the physical manifestation of that goal comes second.

Think of what would happen if you were just a copywriting cub and one day you were given a opportunity to write a promotion for a multi-million dollar company. Even though you had never written any ads for any big companies in the past.

Would your confidence be such as to say “ok, let’s get started,” or would your mind start thinking about how you don’t want to blow this opportunity.

Would you start questioning your ability to deliver a good ad?

Would you have the confidence in yourself and in your abilities to know without a doubt that you can and will succeed?

That’s what my new site will be about.

It will show you how to write good direct response copy of course.

You’ll get the real inside secrets to writing copy that gets results.

You’ll get the kind of tactics that are usually handed down from a master copywriter to his students.

You’ll learn how to look at any direct response ad and immediately pick out its weak points and what steps you need to take to go about correcting them.

But, what I really think you’ll like most about my new site is that it will show you how to become a complete copywriter.

You’ll not only have the ability to write good copy, but you will have the mental techniques required to take on any challenges in your life.

In fact that’s a lesson right there.

To be a complete copywriter and to be able to take on and handle the many challenges you’ll face, you need to have these 3 things:

1. Mental
2. Physical
3. Health

I’m not going to get into the health part because that would need to be a different website altogether.

But these 3 items all work together to form the complete copywriter.

And you’ll get the tools for building a much more stable structure for your copywriting career.

I’ll put any new updates here on this blog and in my twitter updates.

So make sure you stay tuned.

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Creating new ad campaigns, autoresponder messages that deliver results and a steady stream of new clients every month

DME Amsterdam - stand of Marketingfacts Network
Image by novocortex via Flickr

A new client who wants you to create and write their new advertising campaign for a five figure fee.

An autoresponder message that beat the previous message response by 35% in profits.

A 6% bump in new clients each month for the past three months.

Simple statements that could easily ring true for you.

And yet they don’t.

Why not?

More than likely it’s because you’re lacking the blueprint to make these statements become true for you.

Have you ever thought about why your phone isn’t ringing off the hook with people wanting you to create advertising copy for them?

I have.

And I knew that I had to do something soon or it would be just more of the same.

So I got up off my butt and began to search for a formula that would help me become successful.

But I didn’t want just any formula.

I wanted something that would make me successful in copywriting, marketing and in life.

What I found has to be one of the simplest formulas that you can use to achieve your goals in the shortest period of time.

It’s a 4 step process.

If you follow these 4 steps, then I will guarantee you that you will achieve any goal you set.

I know I’m sticking my neck out on a limb when I guarantee your success, but that’s just how confident I am in using this formula.

And here it is.

1. Decide on your goal
2. Take action
3. Monitor your results.
4. Make the necessary adjustments

Any goal you set will be achievable when you follow the 4 steps I mentioned above.

I’ve been using it for years now and it has never failed to work for me when I followed the 4 steps.

Another bold statement I know.

You’ll just have to try it for yourself to see if I’m wrong or not.

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The mysterious pulling power of this six letter word, and does it still work for reeling in new customers

Image of a Sony TC-630, a reel-to-reel recorde...
Image via Wikipedia

I’m curious to know what you think about the word secret.

Are you using it in your copy and does it still work?

There have been a few instances lately where I saw the word secrets being used in a way that didn’t make me curious at all as to what the secret was.

And yet I’ve seen it used on other occasions when it was used in such a way that I wanted to desperately know what the secret was.

So was the use of the word secrets just a case of an experienced copywriter using it the correct way and an inexperienced copywriter using it incorrectly?

This could be a possibility.

But then the question comes up as to are inexperienced copywriters de-valuing the pulling power of the word secret?

Let me know what your opinion is about this.

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The six crucial steps to creating a successful buzz maketing campaign for your products or services that you can begin using within a matter of hours

Saturday Night Live
Image via Wikipedia

You’ve probably heard of the phrase buzz marketing.

And yet you’ve probably never put together a successful buzz marketing program.

Don’t feel bad if you haven’t because most marketers haven’t either.

And usually the most common reason for not putting together a successful buzz marketing campaign is simply that they don’t know the six crucial steps that make up a buzz marketing campaign.

They’ve seen successful campaigns before.

But if you asked them what made the campaign successful, they couldn’t tell you.

Well that’s about change.

I’m going to give you the missing steps for creating a buzz marketing campaign.

So pay close attention, and write these steps down for your notes.

1. The Taboo.

This would include sex, lies, bathroom humor

2. The unusual

“Bald headed man finds the cure to male baldness.” These kinds of headlines are considered unusual.

3. The Outrageous

“Elvis visits his wife in the recording studio.”

4. The Hilarious

The saturday night live skits about Sara Palin was a perfect example of something being hilarious and creating a buzz at the same time.

5. The Remarkable

One mountain climber got stuck on a rock and had a choice to make. Cut off his hand in order to stay alive or leave it connected and die. He chose to cut off his hand. This story made it’s way around the world.

6. Secrets

“The secret conversation between George Bush and Dick Chaney that lead to the firing of the secretary of state.” This isn’t true of course, but it’s just an example of the power of the word secrets.

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4 more copywriting appeals for you to use in your ads

1963 Ortho Advertisement
Image by .Deirdre. via Flickr

Well, this is the last post of the series dealing with common copywriting appeals.

So far, I’ve given you 10 appeals that you can use in your copywriting.

It’s time for you to get the last four.

And here they are.

1. Gain more leisure
2. Comfort
3. Reduce fat
4. Freedom from worry

You have to link these appeals with what your product or service offers.

When you do this successfully your copywriting will strike an emotional chord with your market.

Try it and see.

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This tool makes blogging online so much easier…

Rehost: Road
Image by Bull3t via Flickr

On this blog you may have noticed the pictures that I have included in most of the posts.

I also will include a few articles that I think are good reads in the form of link a usually located at the bottom of the post.

Well, unlike some bloggers who spends hours searching around online for pictures to go with their posts, I actually don’t spend time doing that.

I actually take the lazy way out.

I use a tool that does all of that stuff for me.

It’s actually located in my wordpress account and it only becomes active when I’m getting ready to make a post.

When it notices this, it goes out over the web and checks for relevant pictures to go with what I’m posting about. Then it also recommends articles that may be related to my post as well.

From there it’s just a matter of me choosing the picture I want in the post, then checking for any related articles.

And I almost forgot.

It evens develops a listing of tag words as well that I can include in the post.

Plus it places a reblog link on every post.

What this does is it allows anyone reading your post to reblog it with a simple click of the button.

It’s a real big help for changing the look and feel of this blog.

Ok, enough about all of the things I’m able to do with this blog posting tool, I get the feeling by now you want to know the name of it.

It’s called

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