JOT

Most businesses are losing sales every day. Not because their product is bad. Because their words are. Here is what bad copy is costing you 🧵

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Economics For Dummies SOCIALISM You have 2 cows. You give one to your neighbor. COMMUNISM You have 2 cows.The State takes both and gives you some milk FASCISM You have 2 cows.The State takes both and sells you some milk NAZISM You have 2 cows. The State takes both and shoots you. BUREAUCRATISM You. have 2 cows. The State takes both, shoots one, milks the other dry, and then throws the milk away TRADITIONAL CAPITALISM You have two cows. You sell one and buy a bull.Your herd multiplies, and the economy grows. You sell them and retire on the income. VENTURE CAPITALISM You have two cows. You sell three of them to your publicly listed company, using letters of credit opened by your dodgy lawyer at the bank, then execute a debt/equity swap with an associated general offer so that you get all four cows back, with a tax exemption for five cows. The milk rights of the six cows are transferred via an intermediary to a Cayman Island Company secretly owned by the majority shareholder who sells the rights to all seven cows back to your listed company. The annual report says the company owns ten cows with an option on one more. SURREALISM You have two giraffes.The government requires you to take harmonica lessons. AN AMERICAN CORPORATION You have two cows.You sell one and force the other to produce the milk of four cows. Later, you hire a consultant to analyze why the cow has dropped dead. A SPANISH CORPORATION You have two cows. You borrow lots of euros to build barns, milking sheds, hay stores, feed sheds, dairies, cold stores, abattoirs, cheese units and packing sheds. You still only have two cows. A FRENCH CORPORATION You have two cows. You go on strike, organize a riot, block the roads and dump 5 tons of cowshit on the steps of the National Assembly because it’s a national pastime. A GREEK CORPORATION You have two cows borrowed from French and German banks. You eat both of them. The banks call to collect their milk, but you cannot deliver so you call the IMFT. The IMFT loans you two cows. You eat both of them. The banks and the IMF call to collect their cows/milk. You are out getting a haircut. A JAPANESE CORPORATION You have two cows. You redesign them so they are one-tenth the size of an ordinary cow and produce twenty times the milk. You then create a clever cow cartoon image called a Cowkimona and market it worldwide. AN ITALIAN CORPORATION You have two cows, but you don't know where they are. You decide to have lunch. A SWISS CORPORATION You have 5000 cows. None of them belong to you. You charge the owners for storing them. A CANADIAN CORPORATION You have two cows. Both are sorry. AN AUSTRALIAN CORPORATION You have two cows. Business seems pretty good. You close the office and go to the pub for a few beers to celebrate. A CHINESE CORPORATION You have two cows. You have 300 people milking them. You claim that you have full employment, and high bovine productivity. You arrest the newsman who reported the real situation. AN INDIAN CORPORATION You have two cows. You worship them. A BRITISH CORPORATION You have two cows. Both are mad. AN IRAQI CORPORATION Everyone thinks you have lots of cows. You tell them that you have none. No one believes you, so they bomb the fuck out of you and invade your country. You still have no cows, but at least you are now a democracy. A NEW ZEALAND CORPORATION You have two cows. The one on the left looks very attractive...

Perhaps the most underused bias in marketing is fairness. If people feel fairness norms have been transgressed then they'll go to great lengths to punish the perpetrator. The British Gas and IG ads are trying to use this principle but there's even greater potential. There's evidence into the scale of the impact from Sally Blount from Northwestern University that suggests it's worth pushing further. In 1996, she worked with Max Bazerman from Harvard and asked 126 people to take part in a study. One group was offered $7 to participate. Another group was offered $8, but they were told that other participants would be paid $10. In the first group, 72% of participants agreed to take part. However, in the second group, 54% agreed to participate - a 25% reduction. People didn't just focus on the absolute value of the reward. They also cared about the fairness of the offer. That kind of reframing can work in many categories. Take insurance brands and comparison sites. The latter are often seen as the customer's champion because they help people find the best deal. But a wily insurer could flip that framing by presenting comparison sites as an unfair tax by an unnecessary middleman. This way, insurance brands appear fairer, boosting the chances that customers go straight to them. So have a think about your competitors - who can be positioned as breaking fairness norms? If you’d like to learn other ways to apply behavioural science to improve your marketing, I’m running my next training session on the 30th of March and 1st of April. For more details and to get tickets, see here: tickettailor.com/events/astrote…

"The future doesn’t belong to people who memorized answers. It belongs to people who sense the questions before anyone thinks to ask. People who can see round corners." (In other words, creative)

40+ years old. Every principle still works. One rule per week. Watch your copy change. RT if this helped 🔁

7/ Test everything. Headlines, images, offers, lengths. Data over intuition.

Your headline is worth 80 cents of every advertising dollar you spend. 7 copywriting laws from "Ogilvy on Advertising": 🧵 Thread 👇

Solving a problem by creating another problem. A lesson from @davetrott davetrott.co.uk/2026/03/the-sq…

Marketers study Ogilvy. Legends study the Bible. 3.9 billion copies sold. No ads. No SEO. No email list. Just a story so good people died to share it. That's the brief. 📖

Nobody talks about this. The Bible is the most viral piece of content ever written. 3.9 billion copies. Zero ad spend. And it used every trick copywriters charge $10k to teach.

10 Reasons Why People Buy Anything + 5 Marketing Rules:

I am JOT. Direct response copywriter. I find where your words are losing you money and fix them. Traffic not converting? DM me the word COPY. I will show you exactly where your words are costing you sales.

One rewritten headline. One clearer offer. One stronger CTA. That is the difference between the leaks and one that converts.

Most businesses are losing sales every day. Not because their product is bad. Because their words are. Here is what bad copy is costing you 🧵