Confuse your audience 101:

A good couple of months ago when I was brainless enough to do it…

I wrote an email draft about why I don’t read, analyze, or transcribe sales pages anymore.

At the time I wasn’t doing any of that - but I’m stupid. Do NOT do what I did. If you want to get better at copywriting, you can bet that studying sales letters is a must.

Now… for some reason that email never went out.

Yesterday I found it. I read it. And was about to post it.

But something just didn’t let me do it. Something was holding me back so that email remained in the vault.

Do you know what?

It was the fact that now I read, analyze, and transcribe sales pages lol.

I have no idea why I stopped doing them but I was a dumbass... I should have just kept going because there’s way too much to learn from successful sales letters.

But that’s not my point…

My point is… To do as I did.

If something you want to post isn’t relevant anymore... or your brand message doesn’t quite resonate with it... or even if it just doesn't seem to “fit into the picture” of your brand…

Do not post it.

Because if you do, likely it will do more harm than good for you.

I mean let’s just say I sent THAT email. Now most of my audience would think that I no longer read sales pages for whatever reason.

But then... A couple weeks down the line I might write an email about how crucial reading sales pages is... or how much transcribing sales pages helped me.

Most of my folks would be confused as hell.

And I don’t think we want to make any of our people confused. Especially not about our brand.

Because the thing about brands is... People follow them because brands stand for something. If I were to keep standing on the side of NOT reading sales pages. My audience would be happy with it and I would start to draw in people who also think reading sales pages is only a Ponzi scheme.

But what if I would start switching up on them? One month I would read sales pages… The other month I wouldn’t…

Now that would make some nice little confusion... and there would be nothing my audience could hold onto and follow.

They would just wither away.

If you say you will do something, do it.

And if you know you won’t be able to keep that promise…

Don’t even make that promise.