You’re a Bitter Disappointment to Your Loved Ones and Yourself

“Hey, big dreamer … that’s all it was right?

Just big dreams. All hot air. All talk and no walk. You promised the moon … and delivered mud pies, didn’t you?”

Ok, before you punch me in the face for being so brazen and rude, I want you to notice that I have quotes around the above.

I’m not talking to you. It’s a conversation that I had with myself many, many times. In fact, it’s a conversation – more or less – that my father-in-law and others had with me on several occasions.

And you know, I almost believed them … almost.

One day I looked in the mirror and said, “Joshua, you have to face facts. You are throwing your life away, hurting your family, and wiping out your future. It is time to get real and stop soft-pedaling life. The reality is, you’re not a loser … you’re just losing. And it’s got to stop. Now.”

It was one of the most painful and emotionally draining conversations of my life. But, it had to be done. And when I did it, a massive shift happened in my head …

What exactly changed and why am I telling you about being a bitter disappointment?

Because, I want you to finally, once and for all, experience a serious, quantum jump in your copywriting income.

The first major thing that shifted in my head was that I started asking myself the right questions.

My first question was this: “How do I attract clients that are willing to pay me a ton of money, right now?”

I needed money and I needed it very fast. So, how do you do that? (Sure, I needed the money, but I also needed to silence the naysayers … including my own inner voice.)

I used a secret weapon: The Profit Gap Letter.

What is the “Profit Gap Letter”? It is one of the most powerful tools that I have ever come up with for attracting and closing clients … really fast.

Let me explain it to you and how I use it.

First of all, the “profit gap” is the chasm between the money a company could be making if they had you in their life, but isn’t.

Every company on planet earth has a profit gap. Why? Because, they get too involved in their own business. It’s the old, “can’t see the forest through the trees” scenario.

So, how to do convince them to let you fill in the “Gap”?

That’s where the letter comes in.

Here is a simple outline of each element of the “Profit Gap Letter”. You should use them in about this order, though you can mix and match them to fit the flow of the letter …

  1. Identify the “Gap”
  2. State clearly that you have the ability and skill to fill in the gap
  3. Tell a story illustrating your ability. Be short but specific.
  4. Provide testimonials and social proof to validate your claim and your story.
  5. False anchor and false close them with a statement of large numbers. (This is a set up for closing and up-selling down the road … )
  6. Establish your value.
  7. Call to action.
  8. Signature
  9. PS … Piece de resistance. Make them an offer they can’t refuse.

Let me give you a very short template of how this works … and I’m going to write this as if I don’t have a scrap of copywriting experience – not as if I’m Joshua Boswell.

I don’t want you to think you have to have experience using the “Profit Gap Letter” – you don’t … it’s “greenie certified”.

Hello Bob,

In a tough economy, every penny counts … and I’m sorry to say, you are leaving tens of thousands of those precious pennies on the table.

I know because I spent some time carefully reviewing your website, newsletter and emails. As I was reviewing things, I noticed you are not using a special 4-U formula in virtually any of your written materials.

That’s a really costly mistake – especially in today’s economy.

It reminds me of a company I know of – Agora Publishing (maybe you know them?). For years they tried everything they could to get their business to grow over $100 million, but just struggled with it. Finally, they developed the 4-U system and almost instantly their copy double and tripled its sales and conversion power. Profits shot up and the rest is history.

You may be interested to know that I specialize in utilizing the 4-U formula to help companies recover lost revenues. Listen to this:

“Joshua bring a serious amount of work ethic, wisdom, and ingenuity to the equation. I would highly recommend him for any project you’re considering.” – John Doe

“In a world of scoundrels and cons, Joshua is the real deal. Regardless of the situation, I know I can count on him.” – Jane Doe

Because of the serious profit-producing value I bring to the table, I currently charge upwards of $1,000 for an initial evaluation of your copy and a minimum of $5,000 to work on a project. If I could bring you in $30,000 or more in new revenue, I think you’d agree that it is a very wise investment, yes?

Even so, I am interested in sharing with you some of the other things I have observed about your copy – areas where I believe I can instantly help you crank out brand new revenue. If you are curious about what my full report contains, I’d be willing to review it with you during a complimentary 15-minute conversation.

There is no charge for this – but I only open up 6 of these slots a month. If you don’t grab it, someone else will. Oh, and since I don’t have your credit card number, there’s no future obligation. Your only risk is not discovering what is in my file with your company name printed on it.

If you’d like a peek inside the file, call (123) 456-7891 or email and request a time.

I look forward to talking with you and helping you stop the bleeding.



PS The 4-U formula is very simple to understand and implement. It’s like riding a bike. Once you get it, you’ve got it. But the income returns are immeasurable. As part of our 15-minute call, I’ll give you the formula, that way, even if we don’t end up working together, you’ll still get thousands of dollars of value out of the call. (123) 456-7891 or email – Schedule today.

Can you see the 9 elements in that template? Feel free to swipe this template and use any of the elements.

Notice something else … anyone, even someone with no writing experience, could use this format – just piggyback on the credibility of a formula or another company. Did you notice the quotes? Character references that you can get from friends, family, or former employers. Anyone can use this letter to get started!

This article, You’re a Bitter Disappointment to Your Loved Ones and Yourself, was originally published by Wealthy Web Writer.

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Published: July 14, 2010

9 Responses to “You’re a Bitter Disappointment to Your Loved Ones and Yourself”

  1. POW!!! Sometimes you have to hit 'em in the face. That headline stopped me cold as I scanned my Tweets. I expect Joshua's in your face approach will put off many before they realize he's talking about his past. I bet it is ultimately more effective than the be nice, coax you along, you-can-do-it method.

    Lee Schwarz Black Lion Marketing

  2. Deep and thought provoking as usual, Joshua! I particularly liked the comment "you’re not a loser … you’re just losing." And, yes, it does have to stop NOW! Thank you!

    Kellie Craft

  3. I liked the fact that you wrote the letter from the clien't angle and showed the client how you can add value.
    In addition, you are direct in your approach and do not mince any words. The freebie you provide is convincing and your message is persuasive.The client has nothing to lose. You know how to write a good sales letter and can pitch well without sounding like a jingle from a commercial. Thanks for writing this article. Your input is much appreciated.

    Archan Mehta

  4. Thanks Joshua for the Profit Gap Letter template. I'm going to 'give it a go' today! Thanks again :o)


  5. Thank you! I'm gonna start looking for clients today.


  6. I am sorry, but I am going to have to be that guy who hesitates while everyone is totally pumped up. This tactic sounds a tad arrogant to me.

    Granted, it could be of use if the copy is horrible and the website looks like it was last updated in 1995. But what if the website is not so sucky?

    How would the copywriter really pass judgements on a site without knowing anything about the target market,the USP, branding objectives and a thousand other things about the business?

    Is it justifiable to start a relationship (hopefully long term) by straight up telling someone that they are doing it wrong, and pretty bluntly at that?

    What if they themselves become confrontational, call you out for being presumptuous and tell you to take your advice elsewhere, thousands of dollars extra profit be damned?

    This might be a greater possibility if the business owner has themselves written the copy. After all, everyone seems to believe that writing marketing copy is no harder than string

    Guest (Bhaskar)

  7. I think Joshua deserves a very good credit for this.

    It is really tough for a newbie copywriters to look for clients during the early stages of their career.

    Joshua understands those newbies - deeply.

    He also understands the business owner from a marketing perspective.

    Congratulations Joshua for a job well done!

    I wish that AWAI will be able to include copywriting document samples in the near future like templates for invoices, agreement contracts,etc.

    Catch up with you later.

    SEO Content Writer

  8. Thanks for the template. Your headline was simply irresistible, so I'm grateful for that split-second of questioning my life's achievements thus far, lol.

    Very helpful Joshua. :)


  9. Thanks, Joshua! I plan on using this email template right away! It was just what I was looking for to get my foot in the door for new business.

    Guest (Marcia Studenski)

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