Arriving in your inbox
The Playground Build — your login, ten sittings, worksheet on every one. Open the first and keep it small.
Which Playground — use it before you do anything else. It's the twenty minutes that decides the rest of the weekend.
The First Fifty Dollars — the two prompts. One for Saturday, one for day four. Don't open the second one yet.
The Page Kit — sitting there for when you get to publishing. Don't open it yet either.
The three field guides — if you added them, same email. Print them and put them on the desk for next week.
Which one to open first. What to run before you touch anything else. What to leave shut until you need it. None of that is in the videos — it's the order to do it in, and I picked it for you because picking it wrong costs you the weekend.
You can do the whole thing alone. It works.
The videos don't need anybody else in the room and the prompts don't either.
What happens is you hit Saturday afternoon, you've written the thing, and you've got nobody to show it to. So you read it eleven times and start wondering whether it's any good, which is a question your own head has never once answered correctly.
Then Sunday night a number lands and you don't know whether it's a decent number. It's your first one. You've got nothing to compare it to.
Doing this alone isn't harder because the work is harder. It's harder because you're the worst available judge of your own stuff.
The Copywriter's Path
Some of them bought what you just bought, last week. Some are on their third build. One of them is about to post a number that'll make you rethink the market you picked.
The energy is different in there. Nobody's performing expertise or posting screenshots. They're posting half-finished pages and asking what's wrong with them, which is the thing almost nobody does in public.
Nobody tells a copywriter what the top of this looks like, so he spends a decade assuming it's a higher word rate.
Year one
You can run a campaign and explain it.
The audition stops happening, because there's nothing left to audition for — you've done the thing he's trying to work out whether you can do.
Year two
You can look at somebody else's account and say what's wrong with it.
Different market, different offer, nothing where you left it, and you're right often enough that people stop checking behind you. Work stops arriving as briefs and starts arriving as problems.
Year three
You're in the conversation before the writing is decided.
What to build, who it's for, whether to build it at all. A good part of what you're paid for is telling a man not to make the thing he called you about. The invoices get larger and less frequent.
Year four
You hold the function.
Budget, hiring, what gets made and what it costs. You're sat in rooms where the decision is about the business rather than the copy, and you're the only one in there who knows what a market will actually do with any of it.
Then it stops being a job
Your own things are paying.
You take client work because it's interesting and refuse it when it isn't. You take equity, because you can afford to wait for it. And the thing you're paid for stopped being words a long way back — you can look at a business and say what's wrong with it, and be right, and that's the whole of what anybody was ever buying.
Three to five years. I'm in the room every week of it.
Your work read by people who've spent their own money on the same mistakes. Not encouragement. The truth, in four lines, from somebody with no reason to be nice about it.
Angles you'd never have found alone. Somebody in a market nothing like yours solves a problem sideways, and you take it straight into a client account on Monday.
Me, in there, every week. Answering, pulling things apart, saying when something's wrong.
Eighty-two videos across ten sections, from getting out of your own way to reading what comes back off an account.
The weekend gives you one answer. The room is where you stop needing to ask.
Start here
Get Out Of Your Own Way
Deciding what you're not going to learn this year. Most of what's pointed at you is sold by people who need you studying, and knowing which half to put down is the first real call you make.
Get paid to learn
The Einstein Job
Picking the job that pays you to sit near people running real businesses instead of the one that uses you up. Which rooms are worth being in, and what you're supposed to be listening for while you're in them.
Before any copy
Learn Marketing First
Reading a market before you write a word for it. What people already want, how aware they are of their own problem, and the arithmetic that decides whether an offer can work at all.
One offer, one person
Pick Your Fight
The offer, the person, and the angle nobody else in that market is running. Picking wrong is the most expensive mistake available to you and it happens before you've spent a dollar.
Decide first
Do The Thinking
Which objection comes first in a market you've never met. What they're afraid of underneath what they're saying. The decisions that make the writing easy, made before the writing starts.
Now you write
Write The Thing
Knowing which of thirty lines to open with. Not formulas — the call you make when two headlines are both fine and only one of them is right.
Go live
Put It In Front Of People
Developing an eye. Why your page looks like a template when every element on it is technically correct, and what somebody trained sees in the first second.
One email per objection
Write The Sequence
What happens in a man's head over the nine days after he doesn't buy, and which thing to say to him on each of them.
Say it on purpose
Feed The Top
Why you're posting this post. Knowing which of your ideas is worth a week and which is worth a line.
Get your number
Turn It On And Read It
A number comes back and you have to decide what it means. Whether to change the ad or change the thing you're selling is the call that separates people who buy traffic from people who understand it.
After the weekend
Almost everybody finishes and immediately has three ideas about what to run next. The ten steps don't change. Everything inside them does — different market, different buyer, different offer, nothing where you left it.
Which market to walk away from before you've spent a dollar on it. Which of the thirty lines to open with. Whether a number coming back means change the ad or change the thing you're selling.
Those don't record in advance, because they're answers to a market nobody's seen yet. You get them the way I got them, which is watching them get made, over and over, on things that land cold.
The hardest part of this is deciding what to build on. So every week somebody brings an idea I've never seen, we get on a call, and by the end of the hour there's a finished brief — the market, the person, the angle, the offer, all of it decided before a word gets written.
You watch the whole thing get thought through in real time, and the brief lands in the room as a download afterwards. Whether you use that one or not, you'll have watched the decisions get made enough times to make your own.
There's no next tier. No advanced version of this with a bigger number on it that you find out about in six weeks.
Everything above the weekend you just bought — getting paid while you learn, picking the fight, doing the thinking, writing the sequence, feeding the top, reading what comes back — is already sitting in there, and so is whatever I add next.
7 days free
Then $39 a month. One click ends it.
Start my seven daysLong enough to get through the weekend with somebody watching.
You didn't buy a course. You bought an answer to one question, and that question is still coming whether you join the room or not.
“What's the last thing you ran with your own money, and what happened to it?”
Right now you still can't answer it. Nothing has changed about that in the last four minutes except that you've got the thing that fixes it sitting in your inbox.
Open Which Playground and run it tonight. Twenty minutes with your own card statement. Don't watch anything first.
Block Saturday. Put it in the calendar now, while you still feel this. A couple of hours, nothing else in them.
Set fifty dollars aside. Not a budget, not an ad account you feed. Fifty, once, to buy an answer about your own writing.
Open sitting one and keep it small. The whole thing only works if you're live by Sunday night, and it only stays small if you let it.
Do that and the next time somebody asks, you've got a market, a number, and something that went wrong — handed over in forty seconds, without flinching.
Go and get your answer. Click the button below if you want help.
Start my seven daysSeven days free, then $39 a month. One click ends it.
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Results shown reflect my own experience and the experience of select clients and members. These approaches work for us; your results will depend on your market and what you actually do with the material.