What pulled me into copy wasn’t the writing, it was the research.

One thing I’m really good at is research. My ability to “go down the rabbit hole” and become an instant expert in any market is really good.

It might be why one of my biggest wins was for a rapid learning product, and why I’ve ended up working with 3 different clients in that space.

It’s a double edged sword though. It can be a massive time sink, so knowing when to stop is more of a skill than the learning step.

If that makes you cringe a bit. If you’re mad at the idea of anyone becoming an “expert” in hours, just remember it’s all relative.

I’m not suggesting I could outstrip your years of experience, but I can definitely get ahead of your customer in very little time at all.

I don’t need to be an expert compared to the inventor, I just need to be an expert compared to the customer.

Let me give you an example:

If I was selling a course about selling on video to corporate executives, I’d be considered an expert. I’ve done enough that I can teach them the steps that they need right now.

If I was selling a course about selling on video to Instagram influencers, I’m way behind most of them.

Thankfully there’s a lot of corporate executives who need video sales skills and they’re prepared and able to pay more for it than most Instagram influencers.

This is where a lot of people go wrong.

They pitch to people in their market who don’t really need them, so they’re not valued.


If I build a marketing funnel for a big IM guru, they probably know how to do it themselves. They think they’re just leveraging time and they won’t spend more money than their own hourly rate to get it done.

If I build a funnel for someone in another market, someone who knows almost nothing about converting cold traffic into customers, they’re going to value my expertise much more.

The only limit on what they’ll pay me is the success of the campaign.

This is why I get more deals with a percentage cut when I don’t work with other marketers.

Your value is based on the market, not your skill.

How much something is “worth” is only how much someone will pay for it, and that doesn’t even mean they have to be rich.

That rapid learning product I mentioned above? We mostly sold it to students.

We had a big spike of sales in the early spring time as the pressure of exams grew and students knew the alternative could be watching $50k or more of fees go down the drain.

If the downside is big enough and real enough, they’ll find a way to avoid it.

The guy behind it wasn’t a professor or a neuroscientist, he’d just learned the techniques for himself when he was struggling.

He’d done so well he started helping out other students, and a few years later (after a completely different business venture) he turned it into a course.

I helped him create the offer and the webinar that we pitched it in and together we sold over $3million worth of the product.

But we’d never have done that if all we’d done was to just read about it. We had to try it out and act. We had to help a few people, get some results, and then start teaching other people.

But it’s not that hard.

If you’ve ever helped anyone, you have what it takes to do this.

I’m going to write a bit this week about how most people are building online businesses from the wrong end, the wrong product and for the wrong market.

Once they get the market right, everything else falls into place.

Until tomorrow.

Stephen “Put the book down” Pratley

Stephen Pratley
Copy & Conversion Consultant
The Conversion Co.

c/o The Conversion Co., 2a The High Street, Thames Ditton, KT7 0RY, United Kingdom
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