Copywriting in the Creator Marketplace

In the creator marketplace, everyone’s a copywriter. Covid mauling the job market and keeping everyone cooped up at home for two years sped this up. People with no history of reading in real life started writing and selling stuff online. Gumroad boomed. Cohorts sprouted. Communities formed. The algorithmic battle for attention blossomed. 

Everyone became a copywriter. 

And while many make the case that soft, fuzzy, organic traffic is not the same as juicing dollars out of stone-cold strangers, the counter-argument is a lot of the same persuasion principles are in action and at an admirable skill level. It’s just the playing field that’s changed. 

A couple of specific things I’ve noticed: 


This positioning that dominates the space and has 17-year-olds striving to build 6-figure education businesses while still in high school is something new. It looks less faddy than coaches for coaches and self-styled solopreneurs teaching semi-solopreneurs how to teach solopreneurism.

My friend Jim Clair has pointed out this positioning is safer because “It allows mistakes as a ‘learning lesson.’ It keeps them safe from others hiring them to coach them, and if it flops, getting roasted.” I don’t think “building in public” is a bad thing. It just means you need to be selective about your sensei. 

Lots more traditional DR guys are popping up on Twitter.

This means they want to build organic audiences and sell. A personal brand is a sensible hedge, but in a world where you can quit your job as a fund manager and have a multi-million dollar online writing business humming within two years, there’s plenty to play for.

Twitter’s become a place where you can build a company out of a person, or a group of people. You don’t have to arrive – immaculate – as the finished article. You can test not just your copy, but your design, your visuals; your vibe. You can ask hard questions and get quick replies from smart people. It’s a satisfying and rewarding creative journey.

So, yes.

There was a “plagiarism” spat on Twitter this week.

Big ship vs. little fish.

The vibe of the gripe:

Nitpicking at best, hypocritical at worst.

Maybe it’s just a function of the people I follow, maybe it’s because the person pointing the finger didn’t have a clever or even clear case, but in following the fallout, it’s evident where sympathy resides. The town hall has tossed this one out. 

I took one of the very first Twitter writing cohorts. I enjoyed it. I learned things. I shipped. And I still use some of their software when I want to write a mini-essay in a graphic. But I’ve since heard some sad anecdotes. The course has become AI and template-heavy. Output at all costs. This is a red flag. The things we do and the words we type are a battle for emotion and expression. Safe, shticky, scalable formulas and carpet-bombing the internet with AI-assisted essays about your sleep routine are poor substitutes for an actual personality. People know this even if they don’t shout it. They want blood and mud. Tears and beer. Love and loss. Connection. 

But as I said, it was a good cohort.

I sent the founders a thank you note after it finished. 

Never heard back.

P.S.P. French

This was the 15th edition of The French Memo. If you’re finding them interesting, get your name up in lights on my website by leaving a quick review. I would love that. 

From Owning a Job to Owning a Business

I’m going to say something blazingly obvious… wickedly effective… but generally ignored. 

The path from owning a job to owning a business isn’t about mindset – it’s about approach. 

Yes, you want to get paid what you’re worth, but positive thinking and affirmations don’t get you there if you don’t tackle the question of HOW.

I know a lot of very good writers…

Most of them are broke.

Because how good you are is not nearly as important as how good people think you are. 

I offer you only the truth. 

I don’t like it any more than you do.

But I have recognized it, accepted it and internalized it.

This is why smart people can stay poor even if their skill level is high. Even when they are technically exquisite

Some writers are simply a “bit” better than others yet get paid – literally – 100x more.

And they have the mechanics in place to get paid, BY THEIR OWN BUSINESS, on time, every month (or twice a month, if they like). 

The path from owning a job to owning a business is about coming to an agreement with people about what you are worth. It’s about using your writing to create value for other people, and then having the right systems in place to harvest that value so it becomes money.

P.S.P. French

The Irresistible Offer: Notes & Quotes

You get a $397 audio & software package FREE

Rating: 8/10
Pick up your copy on Amazon

It’s entertaining how divisive this book is. Some claim it’s all sizzle and no steak, some can’t stop slobbering over how good it is.

Personally, at first, I found Mark’s style to be so casual I began to worry there’d be no deep knowledge inside. But like all the best conversations, it takes two to tango.

Many of the complaints I’ve read are from people looking for a playbook for how to create their own irresistible offer. That’s not inside. I’d argue it shouldn’t be.

This is a book for people who don’t need their hand held when it comes to marketing. If you want someone to tell you what to do, don’t pick this up.

But if you’re looking to crack the core psychology of why people buy things, and you have the strength, character and ambition to test your own offers…

… then this is a must-read.


The core of all business goes back to when human beings first began entering into the most rudimentary transactions with each other, when cavemen traded a wooly mammoth pelt in exchange for a new club.

Question 1: What are you trying to sell me? Question 2: How much? Question 3: Why should I believe you? Question 4: What’s in it for me?

Let’s start with a definition. The Irresistible Offer is an identity-building offer central to a product, service, or company where the believable return on investment is communicated so clearly and efficiently that it’s immediately apparent you’d have to be a fool to pass it up.

Here’s the main difference. A Special Offer is a one-time deal. The Irresistible Offer is not. The Irresistible Offer is so central to the very heart of your business that it becomes your identity.

Let’s start with this—The Irresistible Offer is composed of three elements: 1. A High ROI Offer 2. A Touchstone 3. Believability

What’s a touchstone? In short, it’s a statement that addresses as many of the following points as possible: • Here’s what we are selling. • Here’s how much it will cost. • Here’s what’s in for you. • Here’s why you should trust us.

The bigger and bolder you make your Touchstone, the more difficult it is to prove, and the harder you have to work to sell your believability and your credibility.

There’s a simple formula—let’s call it The Great Formula, because it’s so unfailingly effective—that will bring you a steady flow of repeat business from eager customers. It really isn’t any harder than following these three steps: 1. Create The Irresistible Offer 2. Present It to a Thirsty Crowd 3. Sell Them a Second Glass

Continuity products are those that are offered to the customer on a regular basis. They are, in essence, built-in, guaranteed repeat sales.

Remember the Golden Rule of freebies: Never give anything away that you wouldn’t otherwise be able to sell.

You pay me nothing now. If the ad copy I write for you increases your profits, all I ask is for 10 percent of the increase. Smart marketing consultants use a pay-for-results system because they are highly confident in their abilities. This is a complete risk reversal for the client. Hey, if he can increase my profits, it would certainly be worth giving him 10 percent. If he can’t then I pay him nothing.

Try Before You Buy You pay nothing until after you have tried our product for 30 days. Copywriting legend Gary Halbert said that this is the most powerful tactic he has ever used, but in Gary’s words, “Very few people have the balls to test it.”

You go through a retail shop, pay attention there as well. If you put down a newspaper or magazine, or leave a large store, without a new marketing idea you weren’t paying attention.

This is the essence of the Rosser Reeves Unique Selling Proposition. It is extremely powerful. Make your customers believe you are their only source for what they want.

If people don’t need your product, then they had better really want it. In fact, some marketers go so far as to say, “You don’t get rich fulfilling needs. You get rich fulfilling wants.”

Can you use facts, research, recommendations, charts, and graphs to show your customers that they will easily get a solid return on their investment, a return that greatly outweighs the price you’re asking them to pay?

That’s a high ROI offer—for the money you spend, we’re going to give you quality merchandise, and we’ll even take it back if it’s not exactly what you want. It keeps Nordstrom’s successful despite the fact that it doesn’t promise a bargain.
People talk about things that are noteworthy. The thing most worthy of positive note is excellence—plain and simple.

There are three words that I believe represent one of the most important keys to success: Relentless Focused Action You have to figure out what actions will lead you to your desired goal (that’s the “focus”), and you must take those actions at a constant neverending pace (“relentlessly”).

Have you ever applied for a job? Have you ever applied to a school? Have you ever tried to win the favor of a member of the opposite sex? Have you ever tried to talk your friends into going to the movie of your choice? Have you ever tried to convince someone you were right? If you answered yes to any of those questions, then you’re in the business of selling.

Many of the genuine business experts I’ve spoken to over the years will tell you the same thing. Secretly, many of us are placing more value on intuition than we’d care to admit publicly. Learn to tune in to your gut and follow what it is telling you. Just let go and give this a try sometime.

I can tell you, without question, that the following concept is the Holy Trump Card of all persuasion principles: The Frame. The Frame is not your message—it’s the message that precedes your message.

The Ultimate Copywriter Resume

I’ve had a few questions about what a copywriting resume should look like.

It’s a good and important thing to get right.

Because if you can’t even sell yourself properly, chances are you can’t sell your clients or potential employers’ products or services, either.

So if you want your copywriter resume to do the job it’s designed to do, you have to marry two different but relatable skills.

This is where copywriting and sales meet.

I’ll give you an example:

Once upon a time, I was browsing a listing website when an ad caught my attention and wouldn’t let it go for love or money.

Here’s the headline:

FOR SALE: One Budgerigar, Suspected Broken Wing

Now, while that might be a mildly offensive headline, here’s the thing….

There’s no not clicking that ad.

The curiosity level is off the scale.

You HAVE TO know what’s going on.

There’s no need to explain why that headline is so good.

And in case, you’re wondering….

(I know you are…)

No, the ad wasn’t for a budgie with its wing in a sling, but…

It didn’t matter!

The headline served its only purpose, which was to get people to click inside to read more.

So, this is the lesson for your own copywriter resume.

First, you have to stand out.

You have to say something right at the top of your resume that forces the potential client or employer to keep reading and not just toss you on the ‘no’ pile with all the other run-of-the-mill applications.

Once you have passed that first hurdle, you need a combination of two very powerful things.

Two things that I bet most of the people you’re competing with won’t have thought to combine.

Testimonials + Results

Which is to say, testimonials that specifically mention results you’ve achieved for a client.

If you’ve done a good job, any client will be happy to write you one.

For example:

“Paul’s writing contributed to a 300% increase in revenue over the space of 12 months. He has become the person I always turn to when I want copy that converts. Due to his experience beyond copywriting, he’s also an excellent sounding board for strategic marketing ideas.”

See how that works?

Not only they saying that I’m a reliable person to work with, but also that I got results for them that made them money.

That’s all people running businesses care about…

That’s all they want to see on your copywriting resume.

Are you a copywriter who gets results?