Behold! The secret for copy that converts... 

Step one: be yourself.

Step two: repeat step one.

It sounds deceptively simple, doesn't it? Being yourself should be natural. 

So why does it feel like the hardest thing in the world? 

Oh... I dunno. Maybe because we spend years—decades—trying to puff and polish and filter ourselves to appeal to the masses. 

And that's our first mistake.

We go into business wanting to do something special—to use our passion and our gifts to solve a problem that keeps us up at night. 

Then, somewhere along the way, we get disoriented. We end up hitching a ride on the Hustle Bus and before we know it, we're hanging on by our fingernails on the Hot Mess Express.

We start offering whatever services people will hire us for, worried that we aren't good enough, comparing ourselves to others who appear to have their shit together, and then we start emulating them. 

It's a toxic game of follow the leader and there is no winner. 

Meanwhile, while you're trying to be the brand you think the world wants, the audience you went into business to serve can't find you because you look and sound like everyone else. 

And none of this is your fault. 

Starting a business is like becoming a parent. You can read all the books, and people will give you tons of advice. But at the end of the day, you have to figure things out as you go.

You're sleep-deprived, feel like you're doing everything wrong, don't know how you got that stain on your shirt, and you start to wonder if you were ever cut out for this. But at the same time, you can't imagine your life any other way. 

The truth is, you're making all of this more complicated than it needs to be. 

I want you to forget everything you've ever read about copywriting and remember why you're doing this in the first place. Then write from there. 

If you don't know how to do that, I can show you.