The Gavin Letters - Part 7

Hello Gavin, This week we're going to start your training to go from beginner to pro. At first we just had to get you to beginner…because someone who has no experience is not a beginner, they just know nothing. You wouldn't say "I'm a beginner bull rider" no, you just don't ride bulls. So now that you have at least produced some decent work, we can work from here and start really chipping away at the block, getting you better and better and better. Here's what we're going to do this week: 5 days this week, 2 hours each day, and on Friday we'll have a 2-hour training session. Each day, we’re going to have you read for 30 minutes and write for an hour and a half. Turn off your phone, put it in the other room. It's best if you put on headphones so your roommates know to not disturb you. Now what I'm going to have you read is a book that will fundamentally change your entire career. Getting the actual hardcover of this book is expensive - it sometimes can cost upwards of $100 for a copy. So we'll stick with a PDF. The name of the book is Breakthrough Advertising and this is by far the best book on understanding how to write really good copy. The standing joke is that nobody has finished it. So we're going to bust that myth and you and I are going to read through this entire book chapter by chapter together! I would get this printed at a local Staples or OfficeMax, put it in a binder and keep this thing on hand as it quite literally is the most important book in this field. I can reimburse you the cost and if you need to do it next week, that’s fine also. Now, there are 14 chapters in this book, some are longer than others, but what I would like to do is spend seven weeks on this book. We're going to go through two chapters each week. On Friday we will review it and then we will also review your work. If you just read for 30 minutes a day for 5 days, you will easily be able to get through the entire two chapters. Don't move ahead if you finish it early! Go back and reread the two chapters. This is an extremely important book and so don't think that you got everything in one go. It's better for you to go through it again to understand it. There's some areas where the words are incorrect and you'll see what I mean when you go through it. You're smart enough to fill in the blanks on it - it's just spelling errors. I'm not sure why but it's probably when they scanned the book and turned it into PDF. So we're going to do that, and then for the hour and a half, go and write me some ads. If you're inspired by what you read to write some ads, that's great - go do that. However I would also like for you to start trying out different types of leads, which is another way to say intros. This PDF shows you a few different types of leads. You can see that we've been doing problem-solution leads a lot in our copy, but there are five other types of leads that you can use. Play around with some of the other ones, just stay away from offer leads as I don’t like those ones. You don't need to use all of them but give a few of them a shot, warm yourself up with them. I'll see you on Friday and I hope you have a very productive week. -Nick