I was chatting with a friend the other day, and we were referring to the
Importance of doing stuff that’s hard.
i.e. don’t look for the easy way.
Look for stuff that’s hard, stuff you can master.
For instance, I’ve written and split-tested thousands of headlines.
Each one is hard.
It requires deep thinking.
Certainly not easy.
But it gives me an edge.
For instance, the other day I had a client who spent a lot of money on Google
He’d tried to beat the control.
Tested a number of copywriters.
But no cigar.
I came along.
Did a few tests…
And we slashed the cost per click by 20%, and the cost per acquisition by 30%.
It didn’t take me long.
Because I’d already done the hard work.
Please don’t look for the easy way.
Do the hard stuff.
The hard stuff can’t be replicated easily.