Tag: Sales Copywriter

  • Show me that dawg in you.

    I’m dog-sitting at Aeriel’s as I write this. 

    Been doing this gig for 3 years, and let’s just say, I’m pretty good at it. 

    These normally rowdy beasts do nothing but sleep on my watch.

    It even got to a point where it’s been hours since they stood up, so I had to check on them one by one — just to see if they’re still breathing. 

    For the record, they are.

    And it’s not like they’re just scared of me.

    Because if they’re frightened, they wouldn’t even dare to blink when I’m around. 

    Dogs are guardians by default, you know?

    They’d rather die in panic than sleep when there’s bad juju lurking.

    So, them being scared of me is not the case here.

    Because just as I write this, Loki — the biggest one — puts his head on my lap.

    Cute. But now I can’t move my damn legs…

    … and I have dog hair all over me.

    Now, I don’t claim to be a dog expert.

    But I gotta say, there was a time when I was really into dog training. 

    I was so fascinated with the whole ‘pack leader’ thing.

    Are you familiar?

    If you own a dog, you should be.

    But for the sake of those who aren’t: it’s a dog training philosophy. 

    Essentially, it’s where you act as the leader of your pack.

    And as the leader, you should always be calm and assertive.

    You give the rules, the do’s and don’ts, the corrections…

    … while still letting them feel proper affection. 

    So in a nutshell, the idea is to make the dogs feel protected — that nothing bad will happen — because you’re there.

    As a result, the dogs are calmer. 

    Worthy to be called a good boy.

    Now my theory is that I did that with these dogs.

    I think this is the reason why all they do is sleep around and chill when they’re with me. 

    Almost a 180 from their normal behavior.

    Sometimes I like to take pride in that. 

    Now I know we’re talking dog psychology here, so what I’m about to tell you next might sound weird…

    Because, surprisingly, this philosophy applies to how you should treat your email list.

    No, I don’t mean treat them like dogs.

    I mean… be their pack leader.

    The legendary copywriter Gary Halbert did this a lot.

    When he talked to his audience, he’d sneak in some psychological bits that painted him as the top dawg.

    He wants them to treat him like their daddy.

    Ballsy move.

    Same with copywriters like Daniel Throssell.

    He’ll tell stories where he’s the teacher and his list is there to learn from him.

    He even creates these fictional storylines, like the one where he ‘kidnaps’ other big-name marketers. (As a joke, of course.)

    Everything implies that he’s the ruler in his world.

    And no, I’m not saying that you should do exactly what they’re doing.

    In fact, I compel you NOT to.

    Because not everyone can pull that off.

    All you need to understand instead is that you gotta paint yourself like the leader.

    Remember, you own the email list.

    They willingly joined in.

    So in a way, you’re the captain of the ship — and you’ve gotta act like one.

    Because when people sense leadership, they listen. 

    They stop looking for the exits and start paying attention.

    That means, as their captain, you have to make your people feel safe and entertained and as satisfied as a spoiled Shih Tzu. 

    In return, they’ll hand over their trust on a silver platter…

    … and that’s the best position to be in when you have an offer to bring.

    In my little experiment called Campaign Test Drive, I wrote emails that put this idea into practice.

    If you want to project that same calm authority onto your audience — the kind that makes them “good boys and girls” that trust your word — you’ll want to see this

    Click here:

    https://johnrillemanalo.com/campaign-test-drive/

  • Why Your Email Marketing Strategy Is as Bland as Protein Milk

    Aeriel, my girlfriend, has been cutting her coffee intake lately. 

    Yes.

    I didn’t know that’s something a person can do…

    Kidding.

    I think she mentioned it’s for health reasons? I honestly forgot why.

    But it’s been weeks since she started this, so it would be a little awkward to ask now.

    Anyway, because of these ‘lifestyle’ changes, she’s been drinking milk instead.

    You know, to replace her coffee.

    After all, she’ll always be a beverage girl. Life is incomplete without a drink in her hands.

    🥤

    That’s why when we were at the grocery store last weekend, I showed her this powdered milk that says “PROTEIN+” on the package.

    It attracted me like a light, and I’m a moth.

    See, I’m tryna lose some belly recently so I checked the nutritional facts on the back.

    And according to my super quick computation…

    … it has double the amount of protein compared to my go-to milk.

    I instinctively called Aeriel from the next aisle and showed it to her. 

    She’s the one looking for milk.

    Thought she might be interested as well.

    And after a little bit of mental math (to check if my protein comparison was correct), she put it in the cart.

    I was right. It has way more protein.

    Then the next morning, she messaged me.

    “DI MASARAP!”

    I was like,

    “🤔”

    I had no idea what she was talking about…

    “Yung protein milk! Matabang tapos lasang grain”

    Oh right… The milk.

    It’s not a match.

    She gave the pack to me.

    Which brings us this morning, when I prepared a glass for breakfast.

    …

    …

    Yuck.

    It did taste like grains.

    I wasn’t even sure if I could call it milk.

    I mean, it looks like one.

    And on paper, it even looked like the superior kind. 

    But man, I didn’t give a damn after tasting it.

    See, that’s a problem.

    When you think you’re doing it the right way because you’re giving all the juice to the people and you’re ticking all the boxes…

    … The question now is:

    How did you make them feel?

    Did they end up caring about you more after they experienced what you brought to the table?

    Or was it the opposite?

    🙄

    You know, you can ask the same questions in your email marketing.

    You might think that you’re doing it right — you make people buy from all those flash sales.

    So you keep on doing it to squeeze more money from your list.

    But how do they see you now?

    Is there any trust built, or are you just training them to wait for another sale before they even bother to open your email?

    See, that’s important. 

    Because great email marketing isn’t about getting all the sales.

    It’s a long game.

    If every email is just another sale or another “check this out…”

    … they’ll stop listening unless there’s a price slash attached to it.

    You can’t build loyalty that way.

    But when your emails feel good to read? 

    when they entertain, share a story, or give an idea worth remembering?

    Then you’re getting something more than just a sale.

    You can’t just slap in “more protein” in your milk formula and expect people to make you their new go-to.

    I still want that familiar taste.

    Because no amount of nutritional facts can save something people don’t enjoy.

    Just like no amount of “20% off” can save a brand that people end up not caring about.

    I talked about how to remedy that bad email habit on Campaign Test Drive.

    Learn more about it here:

    https://johnrillemanalo.com/campaign-test-drive/

  • So much potential for fun, wasted…

    When I was working in real estate as a ‘Property Specialist’ (aka: agent),  the thing I hated the most was manning duties.

    Manning duties were simple.

    We had booths and showrooms, and every agent was scheduled to man them.

    We had to spend almost the whole day finding leads and giving out flyers… IN THE MIDDLE OF A PANDEMIC.

    Yup.

    See, I hated that because I have a sick mother at home with a low immune system…

    … and I’m her primary caretaker.

    And there I was, in the malls, day in and day out, trying to talk to people who were probably freaking out every time I extended my arms or removed my face shield to wipe the fog off of it.

    Whatta risky way to live.

    But aside from that, I also don’t like the task itself.

    I had no game giving out flyers.

    I’m an awkward guy. My words are my strength.

    To be honest, I only got that job because I was told all I had to do was sell on Facebook.

    I didn’t sign up for this manning bullshyt!

    …

    Okay, okay, I’m okay.

    That was years ago.

    You’re just reading about it now because earlier, I saw this video of a man giving out flyers.

    And man, I really wish I had done what he did.

    His approach was genius.

    I was more ashamed of my performance because of this.

    So he stands in an area with heavy foot traffic…

    But instead of just giving out the flyers? 

    He stops people in their tracks… slowly getting closer while shuffling the flyers like he’s gonna do some card tricks… 

    Then he says:

    “Alright, ma’am, pick one…” 

    Then the lady picks one.

    “Great, thanks! We’re open on weekends!”

    …

    …

    Then he walked away to find his next victim — errr, I mean lead.

    That’s freakin’ genius. GE-NI-US!.

    I’d have had more people taking my flyers with my name on them if I’d done that before!

    And I could’ve actually enjoyed my time during those stupid manning shifts.

    I really think I could’ve done that better than yelling, “Hello! 2-bedroom units here at Commons, zero down payment!”

    Ugh. 

    So much potential for fun was wasted.

    But see, that’s a good positioning lesson right there.

    That genius trick worked because he turned a boring, ignorable thing — a freakin’ flyer — into a micro experience. 

    He disrupted the people’s autopilot brains.

    No idea about all that when I was an agent.

    But now, it’s one of my favorite things to look at when figuring out a brand’s positioning.

    For example, in the cookie biz that we’re building?

    I’m doing something similar.

    Selling via emai.

    It’s a channel everyone ignores, until we make it feel different.

    See, when we were looking around the market, nobody is selling — or selling well — through emails.

    None of them.

    That means, essentially, we’re exploring new territory here.

    And that’s our “magic” trick.

    So what am I saying here? 

    Simple.

    If you’re stuck on price wars and stiff competition, this is one way to position your brand.

    Try to figure out a different selling method that will make you stand out like a sore thumb.

    But of course, you can’t force uniqueness for the sake of it.

    Positioning is crucial, but you still have to make everything clear and easy for your audience.

    It’s stupid to be so different that you’ve already alienated your brand from the market.

    Find the balance.

    For more email tips and principles like this, go here: 

    https://johnrillemanalo.com/contact-the-guy/

  • How to Build Loyal Customers With Email Marketing (The ‘Suki’ Effect)

    Yesterday, I was talking to my cousin, and then out of nowhere, she said,

    “Ay wait lang. Andyan na si Edgar.”

    She grabbed her wallet and rushed outside like a kid chasing mamang taho.

    See, Edgar is our butcher.

    A mobile butcher.

    He’s one of those who brings the wet market to you— on schedule.

    Pretty neat.

    I’ve known this dude for as long as I can remember. He’s literally been feeding us for decades.

    But the thing is, I don’t really like his meat. They’re just not as meaty and as fresh as I want them to be.

    So, when my cousin went back, I said, 

    “Alam mo, bakit hindi na lang tayo bumili dun sa binibilhan ko? Mas sulit talaga kesa dyan.”

    (Context: I get and cook my chicken breast separately for my daily protein.)

    She answered me with a statement that didn’t really make sense — but was insightful at the same time.

    “Eh syempre ganon eh… suki eh!”

    Normally, when somebody answers you with “ganon talaga,” it means there’s no logical reason behind it.

    And usually… I hate that kind of answer.

    But then I thought about it… 

    (after a good minute of frowning)

    It isn’t about giving the best product. It’s about the relationship you have with the customers.

    That’s the backbone of a good business.

    And actually, this is the same idea I shared with Aeriel when we were planning our cookie biz strategy.

    Like Edgar, we’ll be selling a commodity product. 

    There are dozens, and maybe hundreds, of cookie sellers in our area.

    If you’re gonna listen to so-called marketers who learned their skills from online gurus on TikTok, they’ll tell you that it’s all about the branding, the ads, and the community-building aspect.

    In a way, that’s true. 

    But isn’t that what everybody else is doing right now?

    Everyone is all over social media, farming UGCs.

    And I don’t think that’s our place. 

    Aeriel and I both know that we sucked at social media. We don’t know how to operate there. 

    And most importantly, we don’t enjoy the grind. 

    Besides, we can’t control anything on socials.

    Whatever’s the hottest new thing gets the bacon. One moment, someone enjoys your content, and then the next second, they’re scrolling to another shiny video.

    Especially on the cookie market. 

    It’s a low-barrier biz, so even 12-year-olds are our competitors.

    And we don’t wanna try beating kids.

    So I told Aeriel that we have to answer a million-dollar question…

    How do we position ourselves in this saturated market?

    It’s tricky. But it’s also crucial.

    See, positioning is all about taking control of how the market sees you.

    When you “get it right,” it doesn’t matter if you have the best product… You’ll still absolutely profit. 

    Just like Edgar, the mobile butcher.  

    Because really, even in a saturated market, there’s always a hole. There will always be a virgin land that we could tap.

    What… do you think, it’ll work if we just create a page and then sell to the sweet-toothed people? 

    Hell nah. 

    We have to position the biz in the best way possible.

    And that’s where we’ll build our marketing.

    Right now, we’re looking at 4 areas where we think there are gaps to attack.

    • The people
    • The method of selling
    • The offer
    • The voice

    I’m pretty sure there’ll be a lot of adjustments when we go in, but right now, there’s a clear path we’re taking. And it all leads to this:

    Building our legion of suki.

    That’s the plan. That’s our strategy to thrive in a market that’s already crowded.

    And positioning is a crucial part of doing that. 

    It always is.

    For more principles to make your email marketing game more impactful, go here: https://johnrillemanalo.com/campaign-test-drive/

  • Want More Bookings? Write Emails People Actually Enjoy Reading

    I’m sitting here at the clinic, waiting for Aeriel.

    And let me tell you… This is a boring clinic.

    There are no things to read. No magazines, no pamphlets, and not even those educational charts on the wall that tell you about diabetes, and glaucoma, and STDs.

    There is, however, a flat-screen TV on the other side of the room… but all the good seats are already taken.

    So here I am, doing what I do best. 

    People-watching. 

    Alright, let’s see what we’ve got here.

    First up: a grown-ass man letting his mama do all the talking with the nurses.

    You know what? I’d get it if he is sick. 

    But the thing is, his mama’s handling the paperwork, the questions, everything! 

    … While our buddy boy here cuddles up with his grown-ass girlfriend on the couch. 

    Blegh.

    And yes, he’s the patient. 

    The nurse called out James Michael… pretty sure mama’s name isn’t James Michael.

    Anyway.

    Next character: A big dude. HUGE.

    He looks like he could kyll a rabbit with his bare hands. 

    He’s wearing a black camo shirt, jeans, and a straight face. 

    He’s got that real scary-bouncer-at-the-club vibe.

    But wait. Nuh-uh.

    My man’s suddenly grinning ear-to-ear… watching a Kathniel chick flick on the screen.

    Don’t judge a book by its cover, right?

    At least someone’s enjoying themselves.

    Because the nurses sure weren’t. 

    A while ago, they looked as bored as I am… 

    Until this one nurse walked in.

    Loud voice. Moves like a noontime variety show host. Meme Vice has got to watch her back.

    And his opening line at the nurse’s station?

    “HELLO TEH! Dami tao ngayon?”

    Boom. Instant vibe shift.

    Everyone went from 😑 to 😀

    Whatta guy.

    And here’s the thing—you know people like that. Not necessarily the loudest in the room. Not always the life of the party. But just… someone fun.

    Someone with that spark.

    They tell a lotta stories, they know how to throw a punchline, they bring the hottest news, or they are just so freakin easy to talk to.

    That type of vibe sticks out— big time. 

    So if you want to be magnetic, be fun!

    And this actually is the first thing you could do when I say make your emails impact your business.

    See, most people are bored to death with their endless scrolling and boring tasks. 

    They’re dying for a taste of escape. Even just through someone.

    So be that someone to your list. 

    If you want to sell more? Make your emails fun!

    Say something juicy, something bizarre, something naughty, or something that you would only say or think of when you’re alone.

    But here’s the trick…

    It only works if it’s real— If it’s something that actually makes you laugh or makes you lean in.

    Because then, you’re not forcing it. You’re just sharing from the bag of cool shyt you naturally carry around.

    People adore that. (Even those who say they hate the type.)

    Think about it, while your competition is throwing launches and promos left and right, making skits and trendy “content”…

    … and you’re there writing person to person, bringing the fun.

    That makes you the one they can’t wait to hear from.

    If you need emails like that, let’s talk here: https://johnrillemanalo.com/contact-the-guy/

  • Customer Remarketing Isn’t About Tools and Platforms… It’s About Messaging.

    Sometimes I see rants like these online:

    ======

    We tried remarketing to existing customers manually through text and Messenger. However, it’s not been as successful as I hoped it would be. 

    It was also extremely time-consuming, which is not something I wanted to push over to our admin. We’re currently looking for a tool that lets you send mass texts. I think we can hit our ₱1M a month goal if we have the right tools.

    ======

    Love it.

    It’s one of those good problems for biz owners.

    They already know that the real game comes after you get the sale.

    It’s all about the Lifetime Value of the customers. And when a business knows that, they’re on the right track…

    … Unless they got stuck picking the “tool” to make it possible.

    Which I hope is not the case for the rant-er above. 

    Because here’s my take…

    Just pick any broadcasting tool that fits your niche.

    Automation is easy today anyway. You can send your messages on whatever platform with all the tools these SaaS companies are making.

    And most of them are good.

    (But with my obvious personal bias, the best bang for your buck is still email.)

    So again, you shouldn’t be stuck with that problem. 

    Because the most important thing to think about in this stage is your messaging.

    What are you gonna say to your audience? How do you bring them back without sounding desperate? How do you stack more sales without burning them out?

    Most biz owners answer those questions like this:

    1. Newsletter full of random updates nobody asked for.
    2. Occasional flash sale that trains customers to wait for discounts.
    3. And if they’re feeling fancy… a holiday greeting card email with “Wishing you and your family a Merry Christmas.”

    (Which is sweet. But sweet won’t always get you to that 1M a month)

    Meanwhile…

    The businesses that get it right?

    They send emails that feel like conversations. They sneak into your head and make you click the link before you realize what happened. 

    Or at least they make your customers think about you FOR DAYS.

    So yes, it’s all about the messaging.

    And because most people never get to feel what good messaging actually does, they keep thinking the answer is “better tools.”

    So I built something called the Campaign Test Drive.

    It’s a 5-day simulation (with time hops) that puts you in the customer’s seat.

    You’ll see exactly how sales emails should unfold, how they create curiosity, tension, desire, clicks.

    And it’s free.

    More details here: https://johnrillemanalo.com/campaign-test-drive/

  • Email Marketing Tips for Filipino Passion-Driven Biz Owners

    People love to say freelancers and business owners have “full control of their time.”

    Nope.

    Lies!

    Well, at least for me.

    Since I started freelancing, building a biz, and taking care of my mama, just going out feels like a mission.

    And being in the Philippines during the rainy season? Forget it. Every damn storm keeps me stuck inside… for days. Sometimes weeks.

    So yesterday, as soon as I saw sunshine… My laptop is packed (so was my umbrella), and I was good to go.

    Sure, I still planned to work– but at least it’ll be on a desk that wasn’t mine!

    Now, if you’re running a biz, you’re familiar with this: leisure is a luxury.

    Yes, business is good, but most days, your engines are running 24/7.

    Even email notifications begin to sound like trauma.

    Can’t. Stop. Working.

    But here’s where I’m different…

    I actually like the work.

    I think, I write, I set things up, I talk to people. 

    (Well, I don’t like that last bit a lot, but you know, it’s tolerable… could be interesting sometimes.)

    But if you’re in a passion-driven biz– Like a hobby shop, a fitness studio, or even an entertainment space?

    You better enjoy what you’re doing.

    Because when you set things up right, some days your “work” could literally just be writing one email to your list.

    Yep. Emails.

    Emails are criminally underrated here in the Philippines. 

    See, people here are family-oriented to the bone. That’s why when you knock on every door on a random street in Manila, you’ll see that most households are extended households.

    It’s in our DNA…

    We love our people…

    The ones we’re born with…

    And the ones we choose.

    So if you’re running a passion-driven biz? That’s your secret weapon!

    Filipinos love to be a part of something. (We can adapt pretty well)

    We want to hear stories. (Whether we relate to it or not.)

    We eat up connection, drama, moments that make us feel like family.

    And you can satisfy all that through email marketing.

    Let me paint you a picture.

    Let’s say you own a Dance Studio…

    You built it from the ground up. You’ve got students, classes, and a decent set of offers. You’ve been doing this for more than a year now.

    Clearly, you can attract new customers.

    And that’s where email marketing comes in.

    Excluding the technical mumbo-jumbo preps, you can make a huge impact on your passion-driven biz when you implement this 4-step plan:

    Step 1. Stop relying on ‘hope marketing’

    If you’ve been around for years, why are you still dancing for free on TikTok?

    Praying someone sees your “content”? 

    Come on. You’ve done that part. 

    You don’t need strangers scrolling at 2am.

    You need a list of people who’ve already touched your dance floor — past students, trial-takers, workshop joiners. 

    Collect their emails.

    Step 2. Send emails

    Do it regularly! If you can make it daily? BETTER.

    It doesn’t have to be a polished newsletter. Just a quick story, a funny behind-the-scenes, a lesson from class, or whatever industry or personal rant you’ve been keeping in your back pocket.

    Example email: “The most embarrassing thing a student did last week… and why it actually made them better.”

    That’s it! Tell what happened, then end with: “By the way, two slots left this Saturday. Want in?”

    Step 3. Sell story arcs, not time slots.

    See, nobody wakes up excited for “7 pm Hip Hop.”

    Your enthusiasts want transformation, or maybe just bragging rights. So stop selling hours. Sell your packages as journeys:

    • Beginner’s Confidence Arc: 5 classes to look smooth on the floor.
    • Date Night Salsa: bring a partner, drink after.
    • Unlimited Pass: your diehards live here.

    These are offers you can push every day without sounding like a broken record.

    Step 4. Stretch your emails.

    Now this is why I said stop “relying” on hope marketing… not stop it altogether.

    It’s still a good idea to have a social media presence, especially here.

    So what I suggest you do is not let today’s email just vanish. 

    Recycle them. 

    Those fail-stories? Post it on IG. A transformation story? Make it a reel. That rant about “perfect form”? Use it for your launch campaign.

    If you email regularly, after a year of sending, you’ll have your own library of persuasion. Do it for more, and your audience will treat you like a buddy.

    Because they’ll know you…

    Not as a brand, but as a part of their daily life.

    Like a family.

    Bottom line: This model buys back your time. 

    Instead of burning hours begging strangers on socials, most days you only need to send an email. 

    That’s it.

    Which means more time to actually run some errands, refine your craft, or heck, just go sleep for god’s sake. 

    And on the business side, your enthusiasts will love you more!

    You just made them feel like they belong. Like they can talk to you anytime. And that builds trust…

    That’s the most important thing you can get when running a business.

    Now, in this model, your busiest days would be your launch days.

    That’s when you launch a new offer, or partner up with another brand, or whatever else you can conjure up.

    And yes, that takes planning.

    But here’s the fun part: I actually built a way for you to test-drive how this whole email launch thing feels in your customer’s POV.

    It’s not some PDF of lessons. It’s a real campaign simulation.

    My reason?

    So you can see firsthand how mixing personality + stories into your offers makes people adore you.

    Details here: https://johnrillemanalo.com/campaign-test-drive/

  • The Dream Barber Effect: How to Lead Customers Who Don’t Know What They Want

    A while back, I was on the hunt for a ‘dream barber.’ 

    Someone I could fully trust with my hair. 

    Yup. I could be a little obsessive when it comes to this.

    Don’t care much about how I dress. Don’t care what shoes I wear. Don’t care about perfumes and watches.

    But when we’re talking about how my hair looks? 

    I could be as picky as a spoiled nepo baby.

    (At least back then.)

    That’s when I found this barber in Mendiola.

    I sat on his chair like a nervous virgin.

    “So, what kind of haircut are we doing today?” he asked.

    “Uhh… I want it brushed on the side, and just long enough so the waves still show.”

    That was the closest I could get to explaining the haircut I wanted.

    For me, that’s perfectly clear.

    But still…

    8 out of 10 times, I’d walk out of the shop looking like Humpty Dumpty after a great fall. 

    I never knew if the problem was me, my hair, or if the clippers were just too freakin’ loud for the barber to hear me properly. 🤷

    But this dude was different.

    See, showing a picture for reference wasn’t a thing back then. You just gotta trust your barber– and your ability to explain what you wanted.

    That’s why when he answered me with:

    “Oh, kinda like Jericho Rosales, right?”

    😲

    I saw the skies open.

    Finally. 

    FI-NA-LLY.

    Someone gets me.

    That’s exactly what I had in mind.

    I wanna stand up from the chair to give my man a brotherly hug.

    From that moment, even though he was on the pricey side for me back then? I knew I’d gladly sacrifice one meal a week just to let him cut my hair every month.

    And here’s the funny part…

    I still didn’t get the exact haircut I had imagined.

    Only this time, I understood why.

    He explained that I’d never quite get the look I wanted because—surprise, surprise—my fallen Humpty Dumpty head shape (and hair type) just didn’t fit the style.

    And honestly, what he gave me looked good. 

    Maybe even better than the one I wanted. 

    Moral of the story?

    When you market your biz, you could be the ‘dream barber,’ and I would be your customer.

    See, the dude positioned himself as the leader…

    Someone who guided me to the best option.

    Because really, most of the time, customers don’t actually know what they want.

    They think they do. But when a leader lets them see the bigger picture, and it makes perfect sense?

    They follow.

    Because at the end of the day, we’re all looking for someone we can trust.

    And when you manage to show that 

    1. You understand them
    2. You can solve their problem, and most importantly,
    3. You can give them a new perspective that changes their status quo…

    You become the kind of leader they’ll follow.

    But here’s the catch…

    You have to transform that kind of sales message smoothly and effectively for it to work.

    Let me show you how I do it here: https://johnrillemanalo.com/campaign-test-drive/

  • A copywriting technique taught by knuckleheads on the day of protest

    Yesterday was the day of protest against corruption.

    Unfortunately (or maybe fortunately), I wasn’t out on the streets to fight alongside my people.

    I’m sick, and I don’t wanna jumpstart a new strain of virus by getting down and dirty with the crowd.

    So I spent the whole day watching the news instead.

    The movement was peaceful and powerful… Until some knuckleheads started a riot.

    As of now, nobody really knows where they came from.

    They could have been angsty rebel kids, or wannabe anarchists, or paid trolls, or a group of really angry citizens…

    They could’ve been anyone.

    And honestly, I could almost understand them attacking the police… I mean, those guys had it coming.

    But destroying and looting a hotel chain? 

    That doesn’t sit well with me.

    At least, not at first…

    Because hear me out…

    Those fools actually got me thinking…

    If the whole point of the protest is to show the corrupt elite that we’re watching and ready to fight…

    And to warn them that they’d better act the way we want them to act… 

    Then, yeah, maybe the knuckleheads going full anarchist might be way over the line.

    BUT it strengthens the people’s ‘do this or else’ message.

    See, protest is like legal blakkmail.

    But once violence enters the picture, it shifts into something else.

    “Do better, or else the whole nation could get this unhinged and this angry.”

    That’s the kind of thing that strikes fear in the hearts(???) of corrupt officials.

    And fear makes them act.

    All of which brings me to copywriting. 

    In copywriting talk, ‘do this, or else’ is also a powerful technique. 

    “If you don’t act now, this will happen.”

    “Every day your business isn’t using this strategy, you’re losing money.”

    “Buy this today because after tomorrow, you’ll never get it this good again.”

    See what I mean? It’s going after the people’s fear. Like a pseudo threat. 

    And it works!

    It gets people to take action right now, even if they’d never heard of you until five minutes ago.

    Yet very few marketers, copywriters, or businesses use it today.

    Which is crazy, because it’s insanely powerful.

    So now, you can either get ahead and learn to use it in your own business… or hire someone who knows how to do it well.

    Here’s the link to that someone’s website: https://johnrillemanalo.com/

    Or else…

  • Why AI Can’t Replace Authentic Expression in Marketing or Protest

    Being a marketer and copywriter, AI topics on my newsfeed aren’t new.

    Gurus and wannabes have been drooling over this.

    “WHOA! This is a game changer, man!”

    And it’s been like that for what— 2-3 years now?

    But recently, I’ve seen people toying with AI outside the marketing realm.

    Yesterday, I saw a laughable one.

    A guru/influencer sharing an AI-generated email of himself ‘joining’ the protest against corruption (✊)…

    And then, yup, you guessed it.

    He shared the prompt he used.

    Okay, let me cut you off right there. I am NOT anti-protest. 

    If this is an anime, protest would be our ultimate attack.

    But that form of protest? It’s just funny to me. 

    See, art and protest have always been married to each other. 

    Placards, effigies, songs, paintings, photographs, and even cinema… 

    People expressing anger, sorrow, desire through art…

    And now…

    AI prompts???

    From artists pouring their hearts out into their craft. To common people, writing and shouting with all their vigor.

    Emotions always rise and rise and rise when they do these.

    It’s so freakin moving.

    Inspiring.

    And here come the AI-heads…

    Copy-pasting a prompt.

    [Hey AI, create a photorealistic portrait of the subject from the attached photo (with exact same facial features and hairstyle), wearing black shirt that says “STOP CORRUPTION”]

    Wow.

    Goosebumps. 

    So expressive.

    😱

    I wonder how we got here. 

    Whatever happened to being unique? To authenticity? To showing your true emotion?

    I don’t know, man. 

    That’s why it’s funny to me.

    I believe people still love real stuff (at least most of us).

    … not something that looks and feels real.

    Huge difference.

    Yes, go use AI to help you do stuff faster.

    But when you use it to express and make people act? No. Just no.

    Be real.

    The same goes when you use it for your biz.

    Don’t just rely on AI.

    You can always combine tech and art while still being authentic, anyway.

    We’ve literally had digital artists and online writers doing it for decades already. 

    And I’m sure that’s barely scratching the surface.

    I mean, you can write messages packed with personality and stories… And then use email tech to automate sending them.

    Seriously.

    You don’t have to sound like a robot in those automated emails.

    Why?

    Because doing that risks your relationship with your customers.

    If you want to make your brand beautiful and just so damn adorable? Be human.

    That’s exactly what I do when I write sequences.

    Imagine buying a shirt online or passes for a class, and then you get an email showing genuine appreciation for your purchase.

    Or when you forgot about your online cart because life got in the way, and then hours later, you get a cheeky reminder about it.

    It would make anyone smile.

    And that’s as simple as 1-2-3.

    Emotions felt at the least expected time hit the hardest.

    So give that to your customers. Not fake shyt.

    If you need help writing those dangerously good emails, check out my website: https://johnrillemanalo.com/