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Love a subscriber who can’t wait 💁‍♀️

The Sage in me values the thirst for knowledge. The Outlaw respects the impatience.

Lesson 4 should be hitting your inbox any second. In this email, I reveal the “secret sauce” that helped me pick my archetypal mix.

Basically, we stop looking at your brand in the mirror and start looking at it as the bridge to your buyers. But I won't give it all away here—you’ll have to pop back to your inbox to get the deets.

While you wait, here’s my take on basic bitch copy rules.

You’ve probably heard the advice: “Keep it simple. Write like your reader is 12.”

Or the AI favourite: “No fluff.” 🙄

That is outdated bullshit.

These are rules from the days of print media when every column inch cost a fortune. It’s also based on the myth that we have the attention span of a goldfish.

I don’t believe our attention spans have gotten shorter. I believe we’ve been inundated with SO MUCH CHOICE that we’ve had to become more discerning with what we give our attention to. If we can binge watch an entire season of Stranger Things, we can read an email from a brand that isn’t boring.

Which means you have to make sure you’re speaking to your audience like a real person. Understand who they are, what they care about—and most importantly, what they identify with.

Archetypes are the shortcut to that identity. It’s how you become “a bit over the top and abrasive” for the wrong people and “fucking brilliant” for the right ones. You don’t need to follow fancy templates, you just need to write like you MEAN it.

If you’re ready to start building the bridge to your buyers, go check out Lesson 4 in your inbox.