FYI – I’m going to be a bit out of pocket this week as I’m vacationing in DisneyWorld with my family. So I’ll be relatively incommunicato. No worries, back on the job in a week.

Today I’m going to share a very ugly word that is key to writing fast, effective copy:


Gives ya the willies, don’t it? Brings to mind all sorts of ugly, unpleasantness — pushups, low-fat shakes, and grapefruit diets.

But, given the choice between talent and discipline, I’ll take discipline every time. I’ll bet that you can list a dozen talented hotshots who never amounted to anything.

The people who succeed typically have one key secret: they do the stuff nobody wants to do. Every day. Even when they don’t want to. Even when it’s inconvenient, uncomfortable, and painful.

You do what you have to do because you need to continually drive your business forward.

Because it’s only by disciplining your mind, convincing yourself down to the deepest levels, that you can accomplish what you set out to do.

Any time you sit down to produce copy, “Just Do It” isn’t just a slogan for Nike. It’s the only thing that matters.

For as Yoda said, “Do or do not. There is no try.”

Write faster. Write better. Right now.

– Jack