Jump to content
Words that sell, brands that succeed.

The S.T.U.P.I.D. Email (Friday July 22nd, 2022)

(Swipe, Thought, Uplifting, Picture, Interesting, Drawing)

This is a fun email for Friday July 22nd, 2022. Hope you like it 🙂

🎤 Listen to this email here:


This is an old ad for Hasselblad cameras that's performing what's known as "Price Justification."


Price justification is how you explain your product costing 10X more than a competitor.

Here’s some examples of Price Justification for a camera:
• “This is what Steve Spielberg uses to film”
• “Hasselblad cameras were used on the moon”
• “The lenses take 3 months each to make”

These are many "features" that allow businesses to charge more money for a product, such as:

  • Rarity: Only a few will be made, like small batch whiskey.
  • Organic: It costs more money to produce and is better for you.
  • Exclusivity: If an old product is discontinued. Like classic cars.
  • Handmade: Harder and longer to make things by hand.
  • Fame: If the person/thing is famous and well known.
  • Art: If something is “art” there’s technically no price ceiling for it.
  • Punctuality: It's always delivers on time.
  • Speed: If your product is faster than others.
  • Higher Quality: Like Ikea vs West Elm.
  • More Features: If your product can do more things that are useful.
  • Less Features: Simplifying a product can add value. Like Apple.
  • Trust: If your product/company are more trustworthy than others.
  • Talent: Some services just have better people.
  • Brand Recognition: If your product has cache. Like Gucci.
  • History: If there is some historical value to the product.
  • Just Charging More: Sometimes you can simply just charge more to appear luxurious.
  • Convenience: Being in right place, right time. Like airport stores.
  • Monopoly: If you’re the only provider, you can keep prices high.

You can also combine these qualities together to create a “Premium” product that's higher priced than competitors.


One reason people get so-called "Writer's Block" is they are trying to write a SINGLE perfect post.


For example when people try to craft a cold email, they get scared it won't work.

This is why we always encourage people to write 3 drafts:
• Long
• Medium
• Short

1.) Start by writing long.
2.) Then whittle it down to medium.
3.) Then whittle it down to short.
4.) Send 10 of each.
5.) Then pick the winner.


My friend Nick Gray does parties all the time. He always tries to invite ppl who don’t all know each other.

  • Does roughly 3 ice breakers per party
  • Makes everyone wear name tags

It almost seems funny at first, but is 10X easier to meet people you don’t know and have conversations!


Pro-Tip: Allow OTHER PEOPLE to throw parties at your place, you do very little of the work, and get major cred 😛


I saw this bag in the wild. When someone was designing this bag, they HAD to know it looks like a blob fish right?? 😂


The term for this phenomena of "something that looks like a face" is called Pareidolia.

Here's other random things that look like funny faces 😂



YouTube video traffic is like SEO traffic: Make it once and it chugs along steadily.

In last 30 days this Codie Sanchez interview we recorded months ago brought in:
• 1,300 hours of watch time
• 75 subscribers


Even after not posting on YouTube for 2 months the platform keeps promoting and building an audience.

It's a stark contrast to other social channels which drop off a cliff if you don't frequently post.



Question for the writers on this email list:

Who do you have review your copy before publishing it?

Reply to this post and let me know!
Write it, and don't get feedback from others.
B.) Write it, and show it to other writers.
C.) Write it, and show it to co-workers.
D.) Some other process?
Reply and let me know!

Neville Medhora -
CopywritingCourse.com | @NevMed



Recommended Comments

  • Administrator

Thanks for the kind words Mark! 

I'm also a combo of all the above, it just depends on the piece of writing required!

  • Like 1
Link to comment
  • Administrator

Hey Ken I'm sometimes the same way depending on the copy. However if it's a sales page or homepage I often run it by several people first!

Link to comment

I’ve had mentors before. But when I became a copy chief, I somewhat reached the “top of the food chain” and I was reviewing others work instead of my own. 

When I struck out and freelanced again, I almost couldn’t be bothered with a mentor or to involve others. 

I’ve probably since sent 1,500+ emails where they only people checking them was:
1. Me
2. Eagle eyed clients 
3. The market

Very few mistakes. But enough to make me double check everything before I send. 

Link to comment
  • Administrator

Hey Paul, sounds like you've got a solid system down! I run a lot of my own copy by our community, our writers, and then "the market" does the final job 😂

  • Like 1
Link to comment
  • Administrator

Hey Sarah that's often how I write too, and just let the audience judge 🙂 

As for my friend Nick Gray he does a few things to invite new people?

1.) He is constantly introducing himself to new people at these events, and will invite people he doesn't know very well (but thinks would be a good fit) to the next one. 

2.) He'll sometimes ask people to bring one cool friend with them. 

Do this 10 times in a row and you've got a HUGE CROWD OF NEW PEOPLE!

Link to comment

To answer your question, I write copy and run it by the CEO.  But he’s probably the worst person to run it by…usually his comments are relevant to the industry and logic, etc.  But he knows very little about marketing or effective copywriting.

I’ve started running it by one of our brokers, recently.

By the way, I love your emails.

Link to comment

Add a comment...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoji are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.

  • Create New...