#48 | Eddie Shleyner | The Most Personal is The Most Creative

Louder Than Words with John Bonini

In this episode, John catches up with old friend and copywriting savant, Eddie Shleyner. Eddie is the founder of VeryGoodCopy where he has built up a massive audience and profitable personal brand using primarily 2 mediums –– blog posts (what Eddie calls micro articles) and email.

Things discussed in this episode:

• Teaching yourself a new skill can be done through creating personal projects and writing about what you're learning.
• Adapting content for different mediums requires adjusting the narrative, word count, and technique to fit the platform's parameters.
• Authenticity and personal stories can resonate with readers and help build a strong connection with the audience.
• Choosing the right format for your content, whether it's micro articles, videos, or podcasts, can allow your work to shine and attract the right audience.

Timestamps

• (00:00) - Introduction
• (02:07) - Starting Very Good Copy
• (07:20) - Sharing Very Good Copy
• (09:12) - Adapting Content for Different Mediums
• (11:28) - Learning About Himself and His Creative Process
• (14:24) - Starting Point for New Pieces
• (15:56) - Writing on the Phone
• (23:02) - Authenticity and Connecting with Readers
• (25:29) - Choosing the Right Format
• (25:55) - Writing about Moments
• (27:18) - Breaking Down the Wall
• (29:56) - The First Resonating Piece
• (33:07) - Lessons from Not Getting Hired
• (38:40) - The Impact of Not Getting the Job
• (40:10) - Making AI Personal
• (49:32) - Curating a Book

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