11d • General discussion
Write Words that Make $$$
Most agency owners write like teachers.
Your websites…
Your email…
Your posts…
Your WORDS!
Teachers EXPLAIN why things work.
🤦♂️
Tour guides SHOW things.
One of these converts….
The other gets scrolled past.
☝️This week in Agency MVP we did a “Certified Ready Review.”
(after people go through the program, they got a pro to check out their client acquisition funnel… Last little bit of confidence before they launch)

Deyon had a funnel with a solid angle.
Direction was right.
Offer made sense.
But something wasn’t landing.
It still felt vague.
So I asked him to walk me through his client.
Who are they?
What are they tired of?
He rattled off a list.
Different frustrations.
Different pain points.
All accurate.
Then… buried in the middle of it — he said this:
“They’re tired of $500 Discount Shoppers wanting $5,000 cabinet transformations.”
When he finished, I asked everyone:
“Tell me one thing you remembered from what Deyon just said.”
…More than half the room said the same sentence.
That one.
That’s not a coincidence.
That sentence wasn’t an explanation of the problem.
It was a picture of it.
A story.
Any contractor who’s ever had a cheap ass-client could SEE that person from a mile away.
Price shoppers.
Expecting premium results for bargain prices.
☝️That’s tangibility.
☝️That’s the difference between teaching and showing.
I told Deyon straight up…
“Bro… That sentence isn’t buried in your funnel.
That’s your headline”
Here’s the thing about most agency copy I see…
It doesn’t fail because the ideas are bad…
It fails because it disappears.
No image.
No visual.
No story.
No sentence that makes someone say “…that’s exactly it.”
Just words explaining why the thing works.
That’s a lesson.
Not a sales tool.
So before you write your next post, your next VSL, your next pitch…
Ask yourself one question:
“What can I point at?”
A sentence your prospect would say out loud.
A result they can actually picture.
A frustration they felt before lunch today.
If you can’t point at something real…
Go find it first.
Then write around it.
Your copy doesn’t have a persuasion problem.
It has a tangibility problem.
Start pointing at things.
Right Frankie Fihn?
Also…
I put together a full Agency Copywriting Guide that breaks down the 80/20 of effective copywriting for agencies.
Want it?
Comment “COPY” below and I’ll send it over.
Sam
P.S. If you read this post and thought “I write like a teacher” — you already know what to fix.
Now go fix it.
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Write Words that Make $$$
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