Adil Amarsi on Copywriting to Talk with Your Audience

Jake Randall

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The Profit Junkie Podcast – Ep. 013 – Adil Amarsi

Jake Randall : Welcome to another episode of the Profit Junkie Podcast where we talk about increasing your sales and making sure you keep as much of your hard earned cash in your bank account as humanly possible. Today, I’m super excited to have my guest on, Adil Amarsi, and if you don’t know who Adil is, you are in for a treat. He has an amazing backstory, which I’ll let him get into in a little bit here, but he basically started marketing and getting into marketing and copywriting when he was 12, and then went pro when he was 18, and he has done some amazing things out there. Generated just in the last few years done over 13,000 marketing campaigns and almost 99% of them were successful, which is unheard of, and also generated over $700 million in revenue for his clients. We have a lot to learn from Adil. Adil, welcome to the program.

Adil Amarsi: Hey, dude. Thanks for having me.

Jake Randall: It is great to have you. Now, I am really excited to have you on and and talk to you about some of the things that you are up to. Just so people know, know you, get to know you a little bit, tell me a little bit about yourself and how you got into this. I know I give the high level details but …

Adil Amarsi: Oh yeah, sure. Just to give you guys like the cliff notes version of my story, it goes back a little bit further than me being 12. Essentially what happened was my parents moved over here from East Africa, from Tanzania, so we moved to the U.K. At that point my, so you’re learning a different language as is because English is actually my sixth language that I’ve learned initially from being child. It’s my main one that I use now, so that’s always a thing. But growing up, one of the ways I did so was as kids do, you watch TV, you watch cartoons, that kind of thing. Now, I have an older sister who’s seven years my senior and we used to have a game in the ’90s known as the Nickelodeon Cartoon Network Course. It was essentially I’d get to watch Cartoon Network or she’d get to watch Nickelodeon. Usually it revolved with her sitting on me and then stealing a remote out of my hands because that’s what big sisters do.

I basically learned around the time that my dad … When I was five years old, my dad was paralyzed from the waist down because of a herniated disc for about two years. During that time, I actually ended up figuring out that if I sat down and watched whatever my dad was watching, when he got up to go to the bathroom, I could switch over to watch cartoons and no one would tell me off and no one would change the channel because I was there the entire time. I did this, and the way that it worked out was that my dad just happened to really like three shows. One was a trivia show called 15 to One. Actually, it was four, but I don’t count the news as a show.

He really loved the news, a trivia show called 15 to One. Another show that’s like a numbers and words game called Countdown where you have nine letters, and you have 30 seconds to come up with as many words as you can, and the longest word wins. Same with mathematical problems. My brain was good for logic as well as creativity. Finally, my dad’s weirdest obsession for like two hours a day, the man loved watching the Home Shopping channel. He loved watching Billy Mays every day. It’s insane. He did this for six days a week, two hours a day for two years, and I would watch all of this. Anyone that is worth their sale in psychology knows that your conscious brain doesn’t actually form until you’re seven. For two years, I had this luxury bombarding my brain, and that the highlight was I was eight years old.

I had my cousins staying with me at the time, and I learned very quickly that could go up to my mother whenever she was on the phone and ask her to play on my PlayStation, and she’d always say yes just to get rid of me. I’d get what I want. Eventually one day my mom turned around, she goes, “You’re just a little manipulator. You know that, don’t you?” I took it as a compliment at the time. That should give you like the level of psyche I have is I found that like, Oh my God, yes, I totally am.

Fast-forward to me being 12 years old. My dad can walk again. My parents are told by my school teacher, “Hey, your son’s very, very smart. The problem is that he has an issue with perfectionism. He’ll get to a bottom of page or anywhere on a page. If he makes a single mistake on that page, like a word was just crosses a line or the period point was like slightly off, it wasn’t where you wanted it to be. He’d rip the page out and started again, and that’s going to be terrible for him when he goes to high school and middle school and high school.” It was like, okay. They’re like, “Well, you’ve got to take him in and get him to write some more.” So they did.

My dad basically got me. At this point I had an import/export business, so he got me over to his business where he wanted me to just write stories every day, just write whatever came up to mind. I’d write stories about like pencils and dishwashers and cars and whatever was in front of me. Just make up like a weird story with them. This continued for about four or five years until my dad sold the business. I went into different things like poetry, martial arts, just everything, but I always wanted to create.

Fast-forward to me at 18. My first business was a network marketing business. Within six months, I grew my team quite well. Me and my upline, unfortunately we didn’t get on as well at the time. We’ve made amends since, but at the time we didn’t get along. My team unfortunately disbanded because they didn’t like the in-fighting. That made me go online. I learned digital marketing. This is like way back in the gunslinger days. I was just thinking about it today, and I remember going to a seminar because I was really terrible at getting people to come to my website. It was absolutely brilliant. Apparently it was brilliant. I had 10 people read a blog post and seven of them gave me money, so apparently I was good at that. I thought it was terrible, but I got told that this event that my numbers were kind of insane. Thus, I should be a copywriter.

I went home, told my dad. My dad went upstairs to the attic, pulled out a black file and was like, “Hey, by the way, read this and tell me when the penny drops.” I didn’t know what he meant so I started reading the file. By the time I got to the third letter, I was like, this looks really familiar. He goes, “Yeah, these are your stories. We used to take your stories, turn them into direct mail pieces and have our copywriters go through them to clean up your grammar, put a call to action, put a headline in. We just mailed it out.” This is me at 18, and since then I’ve just kind of like rocked with it ever since. I’ve kind of gone through it. I’ve gone through the highs and the lows.

I’ve gone through the highs of making millions of dollars for my clients. I’ve gone through the lows of stupidly not charging enough money for my own services, but everyone has those, and that’s basically then the breaks. Since then, that’s basically my life in a nutshell of who I’ve done. Obviously, I’ve gone on to do a few other things in the in the time, but copywriting has always been like the very basics of what I do.

Jake Randall: That’s awesome. That’s a great, great story. Which it kind of leads in, because I want to talk a little bit about story today with you because that’s one of the things that you are really, really good at. You’re actually, you built something called the story selling blueprint. Tell us a little bit about what that story selling blueprint is and why we should care.

Adil Amarsi: Okay, that’s pretty awesome. Great question. The reason I built the story selling blueprint, that’s a story of its own right. Essentially a few years ago, I was living in my old place in London. I was with a fellow copywriter and she’s been dynamic in the way she has. We were basically talking about advertising and how it was changing. This is like 2015, 2016. Because up until that point, direct response … Copywriting was split into two camps, which was you’re either brand-based think McDonald’s, they don’t really tell you to buy anything. They just shows you really good ads, and direct response, which is, “Hey, go buy this thing. Here’s all the reasons why it’s all about you and not me and why you’re amazing and why this product will help, and I’m just in the background.”

Story selling. Nick Nanton was the first one to come up with this actual term. I didn’t know that until about a year after I started like developing this thing, hence why it’s called the story selling blueprint and not just story selling. Story selling blueprint was literally birthed from the idea of marrying the old school direct response principles with the brand side of story base. The main reason is, and this is a huge argument I can get into and have gone into with people in the past, the reason why people buy today because there’s a sophistication in the marketplace. The reason they buy more today than they have at any other time is because of the story that’s being told.

People don’t care about content. They care about the stories being told. That’s going to be a new trend in the new decade, by the way. If you’re not telling a good story, people are going to leave you. You can have the best content in the world, but everyone uses the same goddamn content. Stories will basically separate you to why they apply. I mean, think about it. For instance, why do you go to Jake for your advice on tax? There are millions of accountants and tax people around the world. There’s probably at least I would say 1,000 in your state or even 100 in your state. Would you disagree or agree with me?

Jake Randall: Absolutely.

Adil Amarsi: Right. The reason you guys go to Jake isn’t because he just has a stellar track record. It’s because of who he is, how he represents himself, and the story of how he shows you who he is, and you’re attracted to that. The same way with your business. People will join your downline and network marketing not because you have a great product. That’s secondary. It’s because of who you are. Story selling is the idea or at least story selling blueprint is the idea of writing sales letters where your stories integrated to why the product exists and how it will benefit them. Very similar to how I go ask why you should care. The reason you should care is because if you’re not selling with your story, you’re going to be left behind in the cold and you’re going to be left there wondering why principles that were relied on don’t work as well as they used to.

Because people want to know who you are. They want to know more about you. They want communication. A comedian friend of mine actually said it best. He said, “Acquaintances no longer exist.” Everyone is a friend because back in the old days you can be like, I know. Just like let’s just make up someone that’s entirely external. Let’s just say it’s a Tom from the gas station, right? It’s like, I know Tom. Tom’s a good dude. Tom likes the same sports I do. Tom likes the same drinks I do. Tom likes going out same way I go. Now, Tom has a personal life I know nothing about. As far as I know, Tom could be into some really dodgy stuff. He could be a member of a racist group or a very religious, extreme community. We don’t know these things.

Today however, we know everything about Tom because it’s digital media. In the same way, that’s why your story will sell better than any thing else. They know you, they want to know you and that’s why we need to know that you give a damn before they give you their money, and that’s essentially what story selling blueprint does. It shows you how to find the story. Yeah, I was just going to say [crosstalk 00:11:02]. You first, sorry. We keep doing this thing where we’re speaking the same.

Jake Randall: Yeah, yeah. The timeline is getting interesting. I love that, and I’d love to maybe dive a little bit deeper there. Just because a lot of people may be selling the same service. Let’s take somebody like a real estate agent, right?

Adil Amarsi: Right.

Jake Randall: They’re all selling-

Adil Amarsi: Real estate.

Jake Randall: How does one find a story and how they, maybe we can kind of like walk a little bit through how they would leverage that story.

Adil Amarsi: Okay, cool. This is cool that you’re bringing this up and I am … Shameless plug for a second. The thing that I’m going to be giving you guys at the end is essentially this format, and it’s more like, it’s interactive so you can fill it out home. I want you to just listen right now, so don’t like … Just listen through, go get it and then you can actually run through it. It’s fine. Essentially what you do, the way that you separate yourself is you’re going to ask yourself why you’re in real estate. What is it about it that the basically fulfills you? What makes you happy?

If you’re in real estate, the reason that you probably got into it wasn’t just … it was to make money. That’s a very surface level thought. Then as you go deep into levels two, three, four, five, and six, you start to realize you got into real estate because prior to getting into real estate, your life could have been terrible and real estate was a thing that saved your life because you were high school dropout, you had no prospects.

Real estate was a perfect opportunity. You mash to go through it, you got to the other side. You understood how to sell and more importantly, you now have a lifelong skill. You’re able to really push this to a new level where you love seeing people getting their dream home or getting a home that they actually really love, and you love being the person to guarantee that. Or maybe you had a great life prior. You moved to a really good neighborhood. The realtor, real estate agent sold you terribly. It was an absolutely horrible experience and then you thought, you know what? I can do better than this person. I’m going to go get my license. You get your license, and now your goal is on some weird level aware of getting revenge on that one real estate agent, so now everyone else knows that real estate agents are not evil. That could be your story.

The way that you construct something like this is by looking at what was the defeat in my life, or what was the thing in my life that got me started on this journey and then what was the point of no return, AKA the victory on the other side that made me keep going? For instance, you can be like, I want to get revenge on this guy and make sure his customers never got screwed out of how I got screwed out of something or whatever it was. Excuse my language though. The way that you can actually really position it, say I was driven by revenge until I sold my first home to the right person, and the thank you I got from all was so overwhelming that I fell in love with the real estate industry, and now that is why I do what I do.

Of course there’s a series of little events you would go through, like getting your license, understanding how to sell the failures and successes, the yada, yada, yada, whatever you went through. You can now position that in step three, which is my [inaudible 00:00:13:59]. And now you have content and stories. Show other real real estate agents you’re influencing and teaching, but also with your customers.

Because imagine if you wrote an ad or had the TV ad or radio ad that just said, hey, I’m going to make this name up. Chuck Daniels. “Hi, I’m Chuck Daniels, and it was 10 years ago that I first got into real estate. Over the years things have changed so dramatically, but the reason we’ve been climbing to the number one pinnacle of our industry in this area is one of the best realtors around is quite simply this, we actually care, and the reason we care is because in my experience I was completely taken advantage of by …” Whatever it was.

It can just say, “I had no job prospects. Real estate saved my life. Now, I dedicate and commit every single day to making sure that every one of my customers, clients, referrals, and even people just inquire, have the best experience talking to me. When they move forward, whether they get it from me or not, they’ve had the best real estate experience they can imagine. Go here and reach out to me if I fit with you, if I fit with you.” Something like that, or fit for you. Sorry. That’s how that system would work with a real estate person.

Jake Randall: I love that because it kind of … even just when you’re saying that story, it makes you kind of relate, right? It’s like this moment where I know something a little bit personal about you. In that case, maybe a little bit of a vulnerability, right? Revenge is not necessarily a great thing. Right?

Adil Amarsi: No.

Jake Randall: But I can relate to that.

Adil Amarsi: Yeah. I was using revenge as a more tongue in cheek thing, but it could be driven because you didn’t want someone to ever feel that experience. I’ll give you an example that one of my clients had. One of my clients is a personal trainer. He went from being quite big to quite a muscular guy. His target market is actually to help people that were going through the same process he is and how he went through it, and the reason he did so was because he hated his PT. He went through three different personal trainers before he had to leave them and work on himself, get himself in shape, and basically go and teach others. The reason he didn’t like the PTs is because none of them had been fat and none of them had got into shape before.

In fact, they’ve always been into exercise ever since middle school. They would always be in shape. He hated those guys, but he said himself that, “I don’t want to feel, I don’t want to fat shame people. I don’t want to hurt that feelings, and I understand the struggles that these people don’t understand, so I need to serve that market.” That’s who he became too. Initially, it does start off in a negative place, and a lot of people don’t understand this, but you can have negative motivation. Negative motivation works. In fact, it’s sometimes better than positive motivation because that whole, I want to prove you wrong, is such an innate desire and entrepreneurial type personality that we just go do it. That’s how we do things. It’s actually why I got started in network marketing because I was failing. The only reason I wanted to succeed was to prove someone wrong.

Jake Randall: Yeah. One of the most successful guys I know is actually I feel like I’m out to prove his debt to his dad, that he’s not a waste of space. It really can be. Knowing that about him actually endears me to him a little bit because I feel like I like him because I feel he’s got something he’s dealing with, but he’s doing it in a positive way. It actually endears me to him in a weird kind of …

Adil Amarsi: Not at all. It’s not in a weird way, it’s actually very, very good because that’s a very driving motivator, by the way. For a lot of people, they don’t want to admit like … For me as well. I have that one. This is the first time I’ve probably admitted it, so you got an exclusive of me for that, Jake. But no, I have that with my dad. I mean, so many people do where it’s basically like, no, I’m out here to prove that I’m not a waste of space.

Jake Randall: Yeah. Yeah. I think I’ve gotten a little bit of the same thing. Real quick before we move on, I want to, we’ll come back to this too, but to get down to the exercise sheet that you talked about, they go to a Is that correct?

Adil Amarsi: Yes, correct. By the time the show comes out, it should be all functional and really so you guys can go download it. There’ll be a PDF and a small video basically walking you through the steps so you can actually get the most out of that download as well.

Jake Randall: Yeah, that’s awesome. I think in today’s marketplace, I totally agree with you on the stories sell. The stories are going to be what set people apart. How do you weave the stories into … You give the example of the-

Adil Amarsi: Radio ad.

Jake Randall: Yeah. Let’s talk about website or something like that. Does it go other places, and how does it build into your whole persona?

Adil Amarsi: Oh, massively. Let’s just say you did the three steps, which is you’ve got your defeat, your victory, the steps in between. Of course, what you want to do is you want to take those same two steps, victory, defeat, and put them on every single check mark that you got, and you’ll find endless content then. Now, the way that you apply that to other things like say sales copy, direct mail, websites, anything, right? Essentially you know what your customer wants and why they’re arriving then. Always go old school direct response with the headlight, subheadline. Then your opening paragraph goes into story.

I’ll give you an example. On my personal website, I’m just going to pull it up right now because I don’t remember what the headline is that we wrote for it. In fact, I’m probably going to change it knowing me, but mine just says, “Hi, I’m Adil Amarsi. I’m an artist entrepreneur. I’ve been called so-so-so. Let’s talk.” The reason I have that set up that way is because the majority of people that come to my website, they have an inkling of who I am. Whereas if you’re someone that very few people know in the whole thing that you’re essentially just doing is … Let’s go back to the real estate business. That’s what that they’re there for. They want to know more about you as a realtor. You can just put something as a headline. Something as simple as a give me a city that you guys serve. Like what’s a city, an area that you guys have?

Jake Randall: Dallas.

Adil Amarsi: Okay. Dallas, so you can just say, and let’s just say you’re not the number one. Let’s just say the thing that you’re the number one at is … god, what’s a really … You’re the number one closer. Let’s just say you’re the best closer in your office because you get the highest number of people going through. You might not have the biggest amount of leads, but you have the highest conversion rate for instance. Everyone else gets … every month they get three new sales. You only get two people come in, but both people buy, but the people have three new sales, they have to go through 10 to get those three, so you have like a really high conversion rate.

The way that I would do this would be discover what the number one real estate closer in Dallas can show you about how to get the best deal for your property or actually if you’re selling, if your entire audience is you’re trying to get people to sell their properties to you so you can represent them, just say, “The number one closer in Dallas, Texas that can help you get your property sold.”

Or if you’re someone that’s trying to sell property and get people in, you can just say, “Discover what the number one closer in Dallas can show you about getting the best property for the deal and price that you have.” Dot dot, dot. Something as simple as that, you can just say if you’ve ever wondered why, and again, split markets. We’ll go with the one that’s trying to buy their property. Like as in, I’m trying to represent them. If you’re wondering why your property hasn’t been sold in the first 90 days no matter what the asking price is, then I’m about to share with you A) how I got into real estate, but more importantly [inaudible 00:21:41]. How I have become such a great closer in real estate and how it can help you. Read every word below.

Then I’d go directly into the story, which would be, “It wasn’t that long ago that I …” and you going to your store, it’s like, “It was not long ago that I dealt with a really bad real estate agent who essentially just kept messing me around. In fact, I would go view 10 properties a week with him, only to … Every time put an offer in the other side will always reject. No matter how close I got to the offer, they always wanted the quote unquote asking price. It wasn’t until I fully finally finished paying the asking price for a property that I wanted that I realized I could’ve got to add a lot less and saved money. The problem was that my, it wasn’t my real estate. My realtor was, it wasn’t that he wasn’t a good realtor or he was underhanded. He just didn’t know how to get the right price for his clients. He didn’t know how to close.”

Then you can just say, “The best and the I’m going to show you how to do is I’m going to show you … He didn’t know how to close the deal for me to get the property sold.” Then I would go into, “Before I show you the three simple things that you need to know when finding a realtor that can help you sell your property, let me introduce myself.” You go, “Hi, my name is Chuck Phillips, and what I’ve done is …” Then you go into your whole story of how you got there, what goes on, and you can just say, “And that’s the reason why I choose to help people like you sell their properties. It’s because I know there’s an asking price. I know there’s a price that you’re comfortable with, and unlike my competition, I want to know both because the asking price could be $1 million, but you would probably could be happy with $850,000. My job is to get you the best deal between those two numbers as humanly possible.”

Jake Randall: I love it.

Adil Amarsi: Let’s get on a call. Something simple as that. People don’t think about these things because essentially in that same timeline, what I’ve done is I’ve positioned myself as the expert showing you why I’m so good in my field. Now, you might not be the number one closer. You might be in the number eight closer in your office in all of Dallas, or even in your office. You can just say you’re the number eight. They don’t need to know how many that is out of. They could literally be eight people in your office and you’re the worst, but they don’t know that you’re the worst. They know that you’re eighth ranked.

Jake Randall: Right.

Adil Amarsi: What I’m going to say is make sure that you’re actually good at your job before you do this. I mean, I haven’t real thing about that. You have to be good at what you do. One of the things I’m going to say is that you’ve positioned yourself. You’ve gone through the actual story part. The story part actually, there’s your audience too because they understand you’re also highlighting a fear that they don’t understand they have, because their fear could be, “Wait, am I going to get paid the amount they ask for? What if my realtor actually goes ahead and sells for a lot less and now I’ve got to lose money. I accounted for this amount of money because I had plans for this other thing.”

You saying that these are the numbers that we’re looking for, and we’re trying to find the number between the price that you want and the price that you’re comfortable with. And we can find the medium ground between the two. He’ll find a buyer for you that works in the space that you give him.

Jake Randall: That’s great. That’s awesome. What is … I mean I think your biggest strength obviously we kind of talked about is copywriting and the psychology and all that stuff. What do you think your biggest weaknesses in in marketing?

Adil Amarsi: Oh, traffic dude. Traffic. I am so terrible at traffic. It’s ridiculous. The thing is all my clients have been referral-based since the day I got into business. If I was sitting here giving away traffic systems and this is how you do them, I wouldn’t be qualified. I’m very good at getting people to click things and buy things and talk to you, the lifts, the Facebook ad trends show this, this, and this, and I have no clue. That that’s not me. That’s my weakness.

Jake Randall: I think that’s important to know though, like for everybody, but for all of our listeners, right? That you don’t have to be good at everything. You lean into your strengths and you have the rest. In your case, right, all your business is referral because you do such a good job for people. If like you didn’t have the referral business, you could find somebody to do the other traffic part. Right?

Adil Amarsi: Yeah. Exactly. That’s exactly what I do.

Jake Randall: That’s awesome. What’s the best advice you’ve ever received?

Adil Amarsi: Best advice I’ve ever received. Let’s see. Best advice I’ve ever received would probably be … Well, actually I’m going to qualify this in what realm because I’ve received some very good personal advice, but also some very good business advice and there’s some advice that is the best advice ever, but I can’t share because it’s not applicable to the show.

Jake Randall: Sure, sure. Let’s go with, let’s go with the business advice.

Adil Amarsi: Okay. The best business advice I’ve ever received was if you can explain the problem someone is facing better than they can explain it to themselves, you have a lifetime customer.

Jake Randall: That’s awesome.

Adil Amarsi: That was one of the best piece of advice. Oh, and the second piece of advice, and I apologize for the language here because it is a little bit adult, but it has to be said, most people pussyfoot around the close. Be direct, and tell people what to do.

Jake Randall: I totally 100% agree. That is is one of the biggest mistakes I’ve seen a lot of other people do.

Adil Amarsi: The facts. That’s something that … that’s a key. Just so if it’s okay because I was going to touch on this earlier but I totally forgot to. One of the key things with story selling blueprint that you do is you understand your story, but more importantly I show you how to use it in copy to close because so few people don’t know. I’ll tell you guys right now, this is a really big thing. Write this down. How to close is super simple. It’s walking someone through every step so they don’t have any fear. It could be something as simple, pick up the phone, dial my number, ask for Jake, and I’ll basically get on the phone with you, and we’ll speak for 45 minutes. Just saying that removes all fear because you feel like, I know everything’s going to happen. Ask for me. Are you on?

Jake Randall: That’s so important. I see a lot of people that just, you know. I see this a lot where people just want to do something. They say, “Give us a call,” or they’re driving leads to a sale or something like that or a phone sale, and they don’t tell them what it is. The expectation is that person who says, “I know I’m going to pick up this phone, and I’m just going to get bombarded with sales, questions and stuff.” Instead of framing it what it is really. Right? That framing totally eliminates the fear. I love that advice. This is a trick question, not a trick question, but a curve ball that I ask all my guests. What’s one thing you’ve done in your business, I mean obviously you’re great at bringing money into the front front door, but what’s one thing you’ve done in your business to make sure that more of your money stays in your business as profit instead of just being spent?

Adil Amarsi: I used to be really terrible with this. It’s is funny because I had this exact same conversation with a friend earlier today about one of the biggest things I’ve actually done was to read a couple of books on financing, and I’m not exactly a finance type of brain. I actually have an accountant take care of everything and thankfully it’s a business accountant so they actually know, “Yeah, you need to do this, this and this to make sure you keep all your money.” One of the smartest things we’ve begun doing, began doing, rather was we started looking at other people’s businesses and investing in their companies like as a private investor. Because what happens then at least in the U.K. from what I’ve been told is I’m now paying a dividend tax. Because all my … the way that my company set up and structured, essentially each business that I work with has a separate entity leading back to my main company, and I’m an employee of it.

I get paid through my company, but my office is basically paid from my company.

Jake Randall: Genius.

Adil Amarsi: That’s one way they’ve actually managed to keep most of my money to myself is basically making sure that everything that has to be paid, because in the U.K. we have value added tax, which is 20% and anything that’s a tax deductible, we basically put it through the company.

Jake Randall: Got you. That’s a really important. Not people paid attention to the structure of their business. If you’re on the right type person, just go find somebody that can help you structure. Right? Because it can make a lot of difference as as you just heard Adil mention.

Adil Amarsi: Yeah. That saved me a good 20 grand at one point, which I got to tell you, it doesn’t sound like a hell of a lot of money but it is when you don’t want to pay in tax.

Jake Randall: Yes. Oh yeah, absolutely. That’s the painful check. What are you excited about right now? What really has got your blood moving, and what are you excited about working on right now these days?

Adil Amarsi: Well it’s actually doing more shows like this. I’m really excited about doing this because I’ve spent so many years behind the mic on my side interviewing people, which I love doing. I mean, of course I want to get you on my show as well, Jake, because I think you’d be an excellent guest to have. One of the things that really has got me excited is as I said, I’m terrible at getting traffic and the other fun stuff there. That’s changing. In 2020, every part of my brand is now going to be going out, so we’re not really going to be just relying on referrals, but it’s actually putting me out there. Stuff like story selling blueprint can actually be used to change more people’s lives because that’s one thing that has always bothered me is the fact that I have all this great knowledge and information that can help transform other people’s lives, and I’ve seen that has done, but it’s still just, it’s …

If I die today, it dies with me, and I don’t want it. I don’t want to die with me. I want it to be out there so other people can go ahead and use this in generations to come, go and say copywriting doesn’t have to be difficult. Understanding how to sell doesn’t have to be hard. It’s very simple.

Jake Randall: Yeah, that’s great. I recommend that everybody go check out a and go through that exercise. I do think that if you put this to use and go through his program, that you will make a big impact in your ability to not only generate front end interest in what you do but also as he mentioned, close more business. Adil, thank you so much for being here. Do you have any final words of wisdom, nuggets? You dropped a lot of them today. Do you have anything that you’d like to drop on us?

Adil Amarsi: I have three, three things, three things for you. One, listen to everything Jake says. He’s freaking awesome. This podcast is great, and I love being here. Second, pick up a book called the Laws of Human Nature by Robert Greene. It’s probably one of the greatest books you can really understand about how people think. If you get it on Audible, you can listen to it 1.5 speed, which I’d recommend but you’re going to be … It’s a 28-hour audiobook. Just block off a lot of time because you’re going to be taking a lot of notes. It’s a very long book, and it’s very well structured. It’s one of those books that will actually leave you better than you found yourself. Like when you start to the end, it’s brilliant.

The third piece of advice I’d say is test everything. Because a lot of people argue about long form and short form sales copy. Just test the two out. See which one pulls in because your audience will like one or the other. Me personally, I’m a fan of long form, but at the same time I’ve seen short form work. It’s really just a case of what happens in an industry and the people around you. That’s really what you need to do and you need to test that. That’s all

Jake Randall: Awesome. Adil, we should have you back on another episode. This was great. Some value here.

Adil Amarsi: Due, I’d love to. I’d love to be. I’d love to come back on whenever you need me, man.

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