If you’re actually reading this site, there’s a good chance that you – like me – are often confused by the gap between what people say they want and what they actually want.

There’s one sphere of the internet that takes this in a much more academic and abstract direction – places like LessWrong, Overcoming Bias, and Slate Star Codex.

And there’s another sphere of copywriters and marketers who are much more boots on the ground since their ability to make money and sell products is dependent on a deep understanding of human psychology.

My friend Brian Speronello is in the latter camp. He runs a boutique copywriting shop called Accelerated Conversions, and he works closely with a handful of elite clients helping them optimize their messaging and their marketing.

Brian is not just a great copywriter, he’s a self-aware great copywriter, so he’s able to break down the process that he goes through to craft winning pitches for folks like The Ready State and Organifi in exquisite detail.

Check out the full episode below to learn:

  • Why some of the most well-respected businesses around spend thousands of dollars per month to have people like Brian adjust the words on their websites
  • The most underutilized way for copywriters to show proof of their claims and build trust with their audience
  • The ultimate test of whether your sales pitch or copy was scammy or sleazy

Check out the episode at the links below. If you enjoyed the episode, the best way to support the show is to share with your friends, so send them a link.

Listen Here

Check out more from Brian and Accelerated Conversions here:

Show Notes:

  • [01:22] Why Brian chooses to only work with a select group of clients – and why turning your craft into a “business” can pull you away from doing the work that you love
  • [15:03] Why would someone pay thousands of dollars per month to put words on a website?
  • [19:47] How Brian gets people’s attention – without compromising his ethics or resorting to clickbait
  • [24:02] How does Brian figure out what people actually want and will pay for – as opposed to just what they say they want
  • [30:23] Dissecting one of the most famous examples in copywriting (Schlitz Beer) – and understanding how to prove claims in your copy so your clients find them believable
  • [48:03] The value of constant feedback from clients – and how Brian uses feedback to better understand his market
  • [55:46] The ultimate test to find out if your sales pitch is ethical
  • [57:10] The rebranding and relaunch of The Ready State – and how Brian applied the principles from this conversation to this real life example
  • [01:09:30] The power of a guarantee to further build trust and credibility
  • [01:14:10] How to connect with Brian

Links and Resources Mentioned