Hi. I'm Nick Brighton and most marketing agencies will turn their noses up at a "website" like this...

That's because it doesn't follow the rules. It's not how a website should look.

 

And worst of all... 

... it's alienating 90% of my intended audience!

And for the record, I don't think you should ever use a page like this in your marketing agency, but instead, it's worth knowing the 1 thing this ugly website does get right... 

... it gets your attention!

... and crikey, that's like getting blood from a boulder, right?

 

I mean... 

I'm competing with your cat's incessant hunger...

 

... Netflix...

 

... and unrelenting demands from your family, employees and friends via text, DM and email...

... yet somehow, I've managed to get your attention using a horrific looking page that would give most designers palpitations!

Not because of my "MaD DeSIgN sKiLzz..."

 

... but because I'm being different...

 

... candid...

 

...  somewhat amusing...

... and whether you love or hate my style... 

... and isn't this what marketing is all about?

Yet, most marketing agencies miss the mark...

 

... instead of doing something "off the wall" like, say, being candid, funny or otherwise entertaining...

 

They're just fading into the grey landscape of "me toos." 

Copying their competitor's ads, websites and emails.

Terrified of trying something a bit "wacky' like, gasp, making their audience laugh, cry, or both. 

And clutching their tired copy formulas, cliches and templates... 

 

... hoping they'll someone stand out from all the other agencies and their clients who look and sound like carbon copies of each other (or at the least, second cousins...)

Instead of writing copy that's funny...

... wacky...

... divisive... 

... weird...

... or just plain goofy...

... they clutch their dusty old copy of Breakthrough Advertising...

 

(... which, btw, was written in the 1960's, y'know, when smoking on planes, asbestos and drink driving was all the rage...)

... and shake it frantically in your face, proclaiming...

"Sales copy should be all about the benefits, dude..."

(Reminds me of another cult that get their rules from a dusty old book..)

Anywwayyy...

I can't argue with that...

You probably should show people how your stuff can benefit them...

... but for goodness sake my little Austin Powers, a lot has changed since the swingin' 60s... 

... and here's what the crusty copywriting books from the last century won't teach you...

Entertainment is the new currency for attention. 

Shouting benefits and guarantees from the rooftops... 

... and continuing to drop the price until something good  happens?

Well, that's great, if you want mediocre results (at best.)

But if you really want to get people's attention today?

 

Then here's the truth:

 

Entertainment is mankind's greatest addiction... and today... our craving has got so bad... we need a hit even when we're doing business!

That's why some of the best performing copy I've ever written over the past 13 years was...

... yep...

... FUN TO READ.

It had jokes... when the copy cult said "jokes kill conversions."

It had weird, cryptic headlines... when the copy cult said "headlines must be short and full of benefits."

It even tried to scare prospects away... when the copy cult said "you need to CrUsH ThEiR ObJeCtIoNzz DuDe."

And the result?

If your sales copy is boring, everything gets harder 😱

Love it or not, we're living in the entertainment age. 

And 9 times out of 10?

 

A good story, joke, metaphor or damaging self admission will beat a sheet of facts, figures and logic. 

Your SEO method? Nobody cares. (Just give me traffic for cheaper than I can monetize it.)

Your social content strategy? Nobody cares. (Just get me 1000 followers that actually want to buy my stuff.)

And so forth.

Now, just because people don't care about the "how" doesn't mean they don't care about the why.

They'll want to know...

Why you?

Why this?

Why now?

Why not?

They just want you to be less 'dry' and corporate...

 

... and more, well, fun?

Metaphorically speaking... 

They want the movie and the happy ending...

... but they don't need to see the director's notes, or the type of camera you're using, or how the editing software works. 

Bottom line is...

YOU... as a business owner looking for more leads and sales... 

ME... as a copywriter with mouths to feed... 

We don't have any choice.

 

Doesn't matter whether you're a lawyer, a plumber, a CEO of a Fortune 500 SaaS startup...

... right now, the best way to get attention, build rapport and convert cold audiences into customers...

... is with copy that's fun, candid, weird, wacky... 

... and basically anything BUT the usual dross that your 2-bit copywriter pastes into your website, emails or ads.