Last week, I re-launched my 1:1 mentorship.

But unlike last time … it wasn't quite as successful as I'd have hoped.

In fact…

Most people would consider this launch a…

TOTAL FLOP 😱

Do I care? Not really.

Because the way I try to measure success nowadays is not ONLY in terms of revenue … but in “lessons learned.”

And this launch taught me a BIG, painful lesson.

And that’s what I want to share with you today – so you can avoid launching into absolute silence.

So, I first tried to blame “low demand.”

But this was a lie.

People are buying in HOARDS. Market saturation isn’t the problem.

The real problem?

I misjudged my market’s sophistication level.

Let me explain:

Market Sophistication = How much BS your audience has already seen.

The more a market hears a certain claim … the less effective that claim becomes.

And I realized, only after this launch, that my market has been absolutely battered with the same tired promise.

That claim being:

"Scale to XYZ in X days." 🚩

And thanks to the wave of scammy Twitter gurus peddling nonsense … people instantly assumed I was just another one of them.

(Which is not true. If you know me, you know I only sell things I fully believe in and put blood, sweat, and tears into. My current coaching clients will vouch for that.)

But it didn’t matter.

My real mistake was that I undersold my own program.

So how could I have done better?

See, when a market becomes increasingly jaded, simple claims don’t work anymore.

Solution? A unique mechanism. 

("Our secret XYZ formula!" "Our never-before-seen method!")

But even that’s becoming old.

How do you actually stand out?

By doing what Gary Bencivenga (one of the greatest copywriters ever) has preached for decades:

Combining claims
with proof.

Instead of saying: 

“Scale to $3,000/mo in 90 days,” 

I could have said:

"Get access to the exact system I used to sign $3,600+ clients while working less than 4 hours per day." (I would obviously tweak this a little.)

Same claim. But backed with proof.

In unsophisticated markets … you can get away with just making a bold claim.

But in a saturated market like copywriting? You better be able to back your words up.

Simple lesson. Often overlooked.

So here’s what I want you to do now:

Reply to this email with how you would sum up this lesson in your own words. (This helps drill it into your mind so you can use it next time you write copy). 

Talk soon,

Tim <3

Got a question?
👉️ Hit reply to this email.

Want to hire me as your copywriter?
👉️ Fill out this survey to see if we’re a good fit.