Keep It Simple, Lunk-head


“An intellectual says a simple thing in a hard way. An artist says a hard thing in a simple way.” ~ Charles Bukowski

Fact: We all want to be considered intelligent.

Nobody in their right mind wants to be called a dumbass, right?

Well, here’s something curious:

When it comes to writing, for some strange reason, this desire to be seen as an intelligent and savvy individual, skyrockets.

And the net result?

Emails, blog posts, articles, sales copy, resumes, all jam-packed with big fancy words that smack of pretension.

The average person’s writing not only sound pompous but it’s also too wordy.
Listen, if you want to tell your reader that last night you went to the corner shop, you should write: “Last night I went to the corner shop” – no more, no less.

Look, the point is this:

If you really want to impress your readers, do this:

Make your writing easy to read and easy to understand.


Now, would you let me finish with a little ditty?

Why thank you.

Here goes:

More is more and less is a bore,
but if you’re writing, less is more.

You likey?

Hey, if you want more writing tips (and more sales tips), you know where to go.

Yup, hot-foot it here: The Maverick’s Playbook

If you’re a new subscriber and you want to know what I cover in my Playbook, skim your peepers over this:

  • How scribbling down notes in an old yellow notebook dramatically increased my sales.(Here’s what I wrote in it, and WHY it increased my sales.)
  • How to use the research findings of Nobel Prize winner, Daniel Kahneman to get your emails opened and read. (This isn’t foolproof, but certainly places the odds heavily in your favor.)
  • When spelling a word wrong can increase response, and when it just makes you look like a dummy!
  • A little-known copywriting secret that makes your product claims and promises, no matter how big or outlandish, sound 100% believable.
  • James Carville’s (Bill Clinton’s campaign adviser) secret to effective communication. (This one piece of advice applied to email will make your emails incredibly impactful and memorable.)
  • How to quickly and easily establish yourself as an industry leader, even if you’re not as experienced. (Trust me, you’ll stand head and shoulders above your competition who aren’t doing this…)
  • The best piece of advice on writing I’ve ever heard. (It comes straight out of the mouth of legendary American novelist and screenwriter, Elmore Leonard.)
  • Why giving away a ton of good content on your website is straight up stupid. (And what you should do instead.)
  • What Network CEO’s and TV Execs know about human-nature that most marketers are completely oblivious to. (This can be a real game changer if you really “get this”.)
  • The #1 mistake business owners make when pitching their product or service.
  • The one rule in marketing which absolutely must be observed if you want to even stand a chance of being noticed. (Advertising giant David Ogilvy preached this religiously back in the 60’s, 70’s and 80’s, and…it’s even MORE relevant today.)
  • A proven copywriting technique that gets subscribers frothing-at-the-mouth excited about your product. (Especially good if you sell information products and courses.)
  • How to tap your subscriber’s craving for entertainment for maximum profit.
  • Should you use images and modern email templates in your emails? (You probably won’t like this answer.)
  • The single most overused (and annoying) word that hinders readability. (Almost everyone flogs this word to death – I bet you do, too!)
  • The most overlooked element in email copy ever. (This important element plays a HUGE role in whether someone reads your emails or deletes them.)
  • How to craft email intros that grab your subscribers interest and imagination right off the bat.
  • Why I write my emails in the shower or while driving. (This is no joke. I explain how inside…)
  • An old time “journalism axiom” every email marketer should heed. (The quicker you apply this, the better!)
  • Plus, my Email Swipe File. (Here’s where you can see examples of everything I teach put into real-life examples..)
  • Two little-known websites I frequently visit that have transformed my writing.
  • Why being a Mr. Nice Guy (or Gal) can hurt your business’s bottom line. (And, how getting some “haters” can be good for business. Yup, it takes some balls to do this, but if you’re up for it, you’ll thank me later.)
  • Bonus: List building secret– Clever (and proven) ways to get prospects to willingly and happily hand over their email addresses. (FACT: Growing your email list is crucial, so this information is invaluable. And yes, I cover both online and offline businesses.)
  • Ricky Gervais’s eye-opening (and surprisingly simple) secret to storytelling.
  • PLUS, my exact guide to writing humorous similes and metaphors


I’m done.

Chat soon.


Email Marketing Maverick