I'm just coming from the stove as I write this.

The wife is out tonight, so I'm making dinner.

And what I'm making, is a recipe native to my people called "sadza". I have reason to believe it's called "pap" in South Africa, and "fufu" in Nigeria. Now, pay close attention... I'm about to share how to prepare an African dish with ya.

Don't worry, there's a copywriting lesson behind all this.

So...

First off you get you ingredients:

Millie meal (or corn flour for the 'muricans and brits among you)

Water.

... got your ingredients?

Good.

So, you fill a pot to about the 2/3 mark with the water and boil it.

Then, you put about 2 cups of millie meal into the water, and make sure to mix it well.

Boil the millie meal and water mix for about 15 minutes.

Then... right after...

Grab your wooden cooking spoon and start...

"The STIR".

Okay, so this is where it gets interesting.

You see...

In the past the people who taught me how to prepare sadza didn't quite explain "the stir" to me. I just thought you put the wooden spoon into the sadza and move it around while its on the fire.

It's only when my wife was explaining how to properly cook it, that she actually pointed out the CORRECT way to do "the stir". But more importantly, she explained WHY the doing it correctly was important as well.

Why is this a big deal?

Because all this time... I knew what I had to do as I cooked. I just didn't understand why I was doing it.

And when you seperate the "what" from the "why" in your training, you essentially learn a skill in a black box. You have no idea how what you're doing works... and have no clue how to troubleshoot it when it doesn't (which explains why I never understood what happened when my sadza came out bad).

This has been my biggest gripe with many copywriting courses I've seen, and been through.

They focus a lot on the "what" but not the "why".

Resulting in a generation of copywriters who know they should write their copy in a certain way... but don't understand why that even works. This creates a generation of writers who can't come up with new ideas or strategies because they don't even know the psychology behind what makes them work.

One of my students actually mentioned this after going through my email sequences training... as they explained that many of the courses they went through never explained why they were writing the way they were... leaving them confused.

Anyway, that's all for today.

If you want more details about the email sequences workshop, and how it not only explains what you're supposed to put into your sequences... but why you're doing it (so you know what's going on on a psychological level with your subscribers)...

Then just reply to this email and I'll send you the details.

Till the next wave of madness...

Vae Victis

Jay