Today I want to talk to you about two things that are absolutely critical for creating copy, offers, marketing, and sales arguments that convert like crazy…

It’s not your ability to write good copy.

It’s not your ability to come up with good offers.

It’s not your ability to target the right market.

Yes, those things are important but what I want to talk to you about today are two things that make or break everything…

And that my friends is:

1. Deep Thought
2. Different Thought

Now, I know what you might be thinking. "Thinking? Really Nick?”

Stick with me here, this will make sense in a bit.

You see, when it comes to coming up with advertising and marketing that grabs attention, hooks emotions, and inspires action, most people make the same mistake…

They settle for “good enough”

A “good enough” idea.

A “good enough” hook.

A “good enough” offer.

Usually, this bad case of “settling” stems from the writer or marketer going with their first thoughts.

And sure, those first thoughts might be okay.

They might even get the job done.

But my fellow Chads and Chadettes, "okay" and "gets the job done" aren't going to cut it in today's hyper-competitive market.

If you want to stand out, if you want to create work that truly connects with your audience and drives massive results, you need to go deeper.

That's where deep thought comes in.

Deep thought is about pushing yourself to think differently, and that my friends is the secret. Your ability to think differently from everyone is a skill you can develop with enough practice.

Oftentimes when I am coming up with new offers, or needing to come up with big ideas I will pull what I call, “a heroic mission”

This involves me riling myself up on caffeine (and previously cigarettes or marijuana) and staying up until 3:00 or 4:00 a.m. in the morning, doing nothing else but thinking or writing.

The reason why is because it is such a pattern that interrupts what I normally do,  because I am doing something different, it forces me to think differently,  even from an energetic perspective this checks out because the vibration is shifting.

Normally I'm asleep by 8:00 PM to 10:00 PM And I'm awake by 4:00 to 6:00 AM. So to do something completely different is obviously going to take my mind to different places.

Now,  you don't need to be a psychopath like me and destroy your circadian rhythm just for the fuck of it,  you just need to make a deliberate effort to think differently and to think deeply about a subject.

It's about taking the time to really explore your subject, to question your assumptions, to consider new perspectives and possibilities.

It's about refusing to settle for the first idea that pops into your head, and instead challenging yourself to come up with something fresh, something original, something that's going to stop your audience in their tracks and make them pay attention.

I learned this lesson early on in my career, back when I was being coached by a copywriter coach who I will keep anonymous.

We'd sit around, bouncing ideas off each other, trying to come up with the perfect headline or hook. And let me tell you, it was brutal. This dude was merciless. He’d shoot down idea after idea, poking holes in every angle, ripping apart every phrase.

But here's the thing: that process of criticism and rejection, of having your first thoughts constantly challenged and beaten down?

That's where the magic happened.

Because every once in a while, someone would come up with an idea that made the both of us stop and think.

Those were the moments when we struck gold, when we found an angle that was truly unique, an insight that we had not considered, a headline that was going to grab people by the eyeballs and refuse to let go.

And more often than not, those breakthrough ideas came not from our first thoughts, but from deep thought - of pushing ourselves to think differently, to explore every nook and cranny of our subject until we found something extraordinary.

____

So how do you cultivate this skill of deep thought and different thought in your own copywriting?

Here are a few tips:

1. Give yourself permission to wonder (This is HUGE)

When you’re trying to create something new (regardless of what it is - email, VSL, brand vision, etc. etc.) don't just dive in with your first thoughts.

Take a step back and give yourself permission to explore, to play, to let your mind wander.

Ask yourself questions like…

"What else could this mean?"

"What's the deeper story here?"

"How could I approach this from a completely different angle?"

“What am I not considering?”

The more you allow yourself to wonder, the more likely you are to stumble upon something amazing.

Walks are amazing for this with some nice music, personally I’m a big fan of 2814 and Hong Kong Express, both make really great THINKING music.

2. Make it a practice to seek out diverse perspectives.

Most people exist in a box.

They never think outside of the box, because they never venture outside of the box.

In my life, from a religious/spiritual perspective, I have studied:

• Hinduism
• Buddhism
• Christianity
• Orthodox Christianity
• Islam
• Hermeticism
• Numerology (my most recent obsession)

As a result, I have a very diverse, weird, and out of the box perspective of the world.

People ask me what religion do you follow, I say all of them and they look at me like I’m a psychopath.

Maybe I am, maybe I just don’t want to stay in the box.

With that being said, one of the best ways to encourage deep wondering is to expose yourself to a wide range of perspectives and ideas.

Read books and articles that challenge your assumptions and that go against your beliefs.

Talk to people who think differently than you do.

Immerse yourself in new experiences and environments.

The more you broaden your horizons, the more ammo you'll have for your own creative thinking.

3. Iteration is part of the process

Your best ideas won’t always happen in a single lightning bolt of inspiration.

People wait for this to happen and it’s why they stay stuck.

Sometimes, you’re going to have a process of gradual refinement, you’re starting with a rough idea and then honing and shaping it over time.

You’re not MARRYING the idea.

Be willing to call your kids (ideas) ugly.

Keep pushing and prodding and polishing until you've got something that truly shines.

I think that one of the best ways to do this is to have a thought buddy that you toss around ideas with.

One of my best friends, Vince, is my thought buddy.

Whenever I am writing something new or coming up with a new offer or really any form of creation, I’ll run the thought by Vince and hear his thoughts.

Usually his 2.0 of my idea is the exact iteration I needed to get it to where it needed to be.

_____

A while back, I was working on a VSL for a dating product.

And at first, I was stuck in the same old rut of every other dating product out there.

"Get laid!"

"Get dates!"

“Be irresistible to any woman!”

Blah blah blah. It was all so predictable, so boring, so lame.

But then I started asking myself, "What's the real story here? What's the deeper pain that people are feeling when they struggle with dating? What's the transformation they're really craving?"

And suddenly, it hit me.

The real issue wasn't about these guys getting their willy wet. It was about connection. It was about being able to find someone who gives you that attention and love that your parents did. (Yes, the way your parents raised you heavily influences the way you seek relationships) The sex was what made them feel more valuable.

So I scrapped all the usual dating offer clichés, and I started writing from this place of deep empathy and understanding.

I painted a picture of what life could be like on the other side of this transformation - of waking up every morning next to someone you loved, of having someone look deep into your eyes and telling you how much they care about you, of finally being able to hold someone close to your heart.

And let me tell you, the response was incredible.

Offer went from $100k a month to $250k a month.

That's the power of deep wondering. It's not just about finding a clever headline or a catchy hook.

It's about tapping into the deeper human truths that move us, that connect us, that remind us of what's truly important.

And the best part?

When you approach your work from this place of depth and authenticity, it doesn't just lead to better results.

It also makes the whole process a hell of a lot more fulfilling.

Because instead of just churning out the same old shit as everyone else, you're creating something NEW.

It also builds a new life skill you get to carry into every single thing you do. It goes far past your work.

So if you take one thing away from this letter, let it be this: don't settle for first thoughts.

Never be ok with the cliché.

Dare to think deeply.

Dare to think differently.

That's what separates the good from the great. And that's what will make you a legend in this business.

Now, if you want to implement what I’ve talked about today, here’s a great exercise for you based on Keith Cunningham’s book, The Road Less Stupid.

(Phenomenal book by the way)

The Deep ‘N Different Thinking Exercise:

Choose a subject, project, or challenge you're currently facing in your work.

1. Set aside dedicated time for uninterrupted thinking - at least 30 minutes, but ideally an hour or more. Find a quiet space where you can focus without distractions. Turn off your phone, close your laptop, and eliminate any other potential interruptions.

2. Start by writing down your initial thoughts and ideas about the subject. Don't censor yourself - just let your thoughts flow freely.

3. Once you've captured your first thoughts, start asking deeper questions. Challenge your assumptions, look for alternative perspectives, and explore the subject from multiple angles.

Start asking questions like…

"What if I approached this from the opposite direction?"

"How would someone in a completely different field tackle this problem?"

"What are the underlying emotions or motivations at play here?"

"What would this look like if I had unlimited resources?"

4. Write down any new ideas, insights, or questions that arise from this deeper exploration. Push yourself to keep going even if it feels uncomfortable or you feel like you've exhausted all possibilities. Often, the best ideas come when you push past your initial limits.

After the session, take a break and let your mind rest. Come back to your notes later with fresh eyes and see what new connections or ideas emerge.

Repeat this process regularly - daily, weekly, or whenever you need a breakthrough.

The more you practice deep and different thinking, the more natural it will become, and the better ideas you’ll have my friends.

I promise you…

Your ability to THINK is what will get you results and your clients too.

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