Jonathan Courtney

Well, it's kind of like when you're on a trip with your friends and nobody's in charge of how we're going to get from the airport to the hotel. And it just feels super chaotic and everyone's kind of bickering at each other. Well, imagine if you had, if one of the people in the group just said, I'm going to take care of transportation. It's kind of like that.

Well, it's kind of like when you're on a trip with your friends and nobody's in charge of how we're going to get from the airport to the hotel. And it just feels super chaotic and everyone's kind of bickering at each other. Well, imagine if you had, if one of the people in the group just said, I'm going to take care of transportation. It's kind of like that.

Well, it's kind of like when you're on a trip with your friends and nobody's in charge of how we're going to get from the airport to the hotel. And it just feels super chaotic and everyone's kind of bickering at each other. Well, imagine if you had, if one of the people in the group just said, I'm going to take care of transportation. It's kind of like that.

It's kind of like, and this is something we actually use in our ads is this analogy is that being on, being on vacation with your friends is supposed to be something nice, but it gets really frustrating when everyone needs to decide where to go for dinner. And imagine if there was someone who was taking the lead

It's kind of like, and this is something we actually use in our ads is this analogy is that being on, being on vacation with your friends is supposed to be something nice, but it gets really frustrating when everyone needs to decide where to go for dinner. And imagine if there was someone who was taking the lead

It's kind of like, and this is something we actually use in our ads is this analogy is that being on, being on vacation with your friends is supposed to be something nice, but it gets really frustrating when everyone needs to decide where to go for dinner. And imagine if there was someone who was taking the lead

So it's kind of like thing when you're making copy, when you're writing copy, when you're writing an ad, just keeping this written somewhere in front of you. It's kind of like and then something relatable. So anything you're trying to sell or anything you're trying to talk about, you got to remember that it's kind of like and something relatable, something I've learned from analogy creating.

So it's kind of like thing when you're making copy, when you're writing copy, when you're writing an ad, just keeping this written somewhere in front of you. It's kind of like and then something relatable. So anything you're trying to sell or anything you're trying to talk about, you got to remember that it's kind of like and something relatable, something I've learned from analogy creating.

So it's kind of like thing when you're making copy, when you're writing copy, when you're writing an ad, just keeping this written somewhere in front of you. It's kind of like and then something relatable. So anything you're trying to sell or anything you're trying to talk about, you got to remember that it's kind of like and something relatable, something I've learned from analogy creating.

100% agree with that. Have you ever had Neville Medora on your podcast?

100% agree with that. Have you ever had Neville Medora on your podcast?

100% agree with that. Have you ever had Neville Medora on your podcast?

He has a book called This Book Will Teach You to Write Better. It takes 15 minutes to read. It's like an Amazon printed book. And it goes into a lot of these topics about how to tell stories from other people's perspectives. But he has one statement in there when it comes to copy, when it comes to all of this thing we're talking about.

He has a book called This Book Will Teach You to Write Better. It takes 15 minutes to read. It's like an Amazon printed book. And it goes into a lot of these topics about how to tell stories from other people's perspectives. But he has one statement in there when it comes to copy, when it comes to all of this thing we're talking about.

He has a book called This Book Will Teach You to Write Better. It takes 15 minutes to read. It's like an Amazon printed book. And it goes into a lot of these topics about how to tell stories from other people's perspectives. But he has one statement in there when it comes to copy, when it comes to all of this thing we're talking about.

And he said, when you're writing, when you're writing for people... And he goes... And he goes... Yeah. And he goes... Did I actually say that? He said he said. Oh, yeah. Okay. And he goes... And I'll just do his accent and he goes, when you're thinking about writing for people, the one thing you have to have locked into your head is nobody cares about you. They only care about themselves.

And he said, when you're writing, when you're writing for people... And he goes... And he goes... Yeah. And he goes... Did I actually say that? He said he said. Oh, yeah. Okay. And he goes... And I'll just do his accent and he goes, when you're thinking about writing for people, the one thing you have to have locked into your head is nobody cares about you. They only care about themselves.

And he said, when you're writing, when you're writing for people... And he goes... And he goes... Yeah. And he goes... Did I actually say that? He said he said. Oh, yeah. Okay. And he goes... And I'll just do his accent and he goes, when you're thinking about writing for people, the one thing you have to have locked into your head is nobody cares about you. They only care about themselves.

And this is one of the key, this insight that I got when I read that book really locked in for me to the point that whenever I'm writing copy or whenever I'm talking to my team about copy, I'm like, I'm like, and I go, are we writing here about us and about how great we are? Or are we talking about what they're going to get? So this is something that just like super locks into my brain.

And this is one of the key, this insight that I got when I read that book really locked in for me to the point that whenever I'm writing copy or whenever I'm talking to my team about copy, I'm like, I'm like, and I go, are we writing here about us and about how great we are? Or are we talking about what they're going to get? So this is something that just like super locks into my brain.