When you articulate someone’s problem bang on, they credit you with the solution. Your job is to listen and mirror back what you hear.

The best copy “hack” is borrowing language from your market.

You don’t have to invent a new “clever” or “original” line (in fact, you shouldn’t), you can borrow lines directly from them. The best copy is assembled from their thoughts, their feelings, and their descriptions of their problems and desires.

Assemble what they’ve already told you. You don’t need to write it “from scratch.” Borrow their lingo.

Effective copy is generous. It makes people feel seen, heard, and understood. It aims to connect. A powerful way to connect is to listen. Listen to how people are talking, what they’re saying, what lingo they use, and what they use it for.

Listen and mirror.



One of my founder friends is going through a tough time.

They had spent the majority portion of all days in the last several months working on it. Internal conflicts have cornered them into a tight spot.

Diving deeper, it hit my friend bad because it cast a shadow of doubt on their self-worth. It’s when you start doubting your previous related wins and subconsciously ask yourself was I lucky that previous time? It’s a shithole to be in.

Diversify your win channels.

Do something outside work that you like. It’s better to prepare before. Have friends who know your entire journey so they can be your pillars of support when you need it.

Don’t tie your whole identity to the work you do.



I ran a 30-day reading challenge this month. Here’s what I’m doing differently in the reading challenge starting tomorrow:

  1. Reducing number of live sessions

    There were 5 live sessions this month. There will be 3 next month.

    This is to reduce friction. Most people will make time for 3. 5 is too high a number, and then some people end up not attending even 2.
  2. More nudges after the half-way point

    There was a high drop-off between weeks 3 and 4.

    When you start something, you’re obviously motivated about it. But going at it everyday is the hard part. There comes a time when you’re considering giving up. That’s when a trigger from a gym trainer is most helpful.



1. Never Split the Difference

I loved the format of this book. Each chapter starts with real-world examples and ends with a short summary and actionable tips.

2. The Courage to Be Disliked

It’s the most powerful book I’ve ever read. The book provides a nice introduction to Adlerian psychology with a unique conversational format between the philosopher and youth, which grew on me. I had a lot of aha moments and will be picking this again soon.

3. The Goal

I’m in love with this newfound genre of business novel. It’s non-fiction so it teaches you something while it’s written like fiction so it’s quite easy to read. The Goal serves as a good introduction to operations, the theory of constraints, and managing an enterprise, with practical examples.



For the longest time, I thought repeating messages over and over again is annoying. But to the intended target audience, it’s actually helpful. It could be that:

  1. They simply forgot.
  2. They had other things on their plate.
  3. They simply forgot.
  4. They were on the fence and needed a push.
  5. They simply forgot.

I’ve now reframed my thinking to say that your target audience is looking forward to hearing from you and what you have to offer. Reminders are helpful for everyone.