Years ago, when Charlie Sheen was everybody’s go-to train wreck in motion, I seized the moment and bought the domain…


Charlie’s behavior at the time personified what was (and still is) the attitude you need to write really aggressive copy.

Remember him waving a machete around from the top of a building?

Ambition. Attitude. Aggression.

It was all there–in spades.

The man was on fire. His testosterone was through the roof!

A lot of business owners and entrepreneurs don’t realize this about copy because copywriting is such a cerebral activity.

It’s easy to overthink it.

The reality is we as copywriters are much more driven by our emotions than by our brains.

It’s true.

Some of the best copy I have written had almost zero logic to it. Zero proof. No rationale whatsoever.


Yet it sold (and still sells) like waffles at Waffle House.


Only one reason: I was ON FIRE about the subject.

Not in a “know-it-all I’m such a guru” sort of way. Not in a encyclopedic sort of way.

But in a way which showed I was extraordinarily passionate about the subject.

Yet not only that.

I was also extremely passionate about MY AUDIENCE, the person I was writing to.

My writing glowed. Like hot steel fresh out of the furnace.

I’m saying any of this to brag. I’m saying this because if you don’t have that Charlie Sheen tiger blood coursing through your veins…


It’s a waste of time.

Better to do more research instead.

Or even better, hold off until something makes you mad, pisses you off and forces you to almost uncontrollably vent your emotions.

That’s the best copy for hyper-competitive markets. (Not sure about boring markets like legal services.)

The goal is to get it out of your system. But in a productive way.

Not like Charlie.

You don’t have to be outrageous. You don’t have to inject massive amounts of steroids.

All you need to do is what I call “unleash”.

I believe when you unleash, you release all the emotions which fuel your best writing… your best work.

There’s a quote that I rely on regularly:

“Write drunk, edit sober.”

Obviously when you’re inebriated, your emotions flow a little easier.

Now I’m not advocating you get drunk. You don’t even need Bulletproof Coffee.

All you need to is to uncheck your emotions and allow your passion for your market to shine through.

Try that, and let me know what happens, ok?

I’d love to hear your story.

Till next time,


P.S. For the record, I do not have “Adonis DNA.”

I am not a warlock. Nor am I a “rockstar from Mars.”

Although admittedly, I can write like one when I need to. 😉

P.P.S. Why didn’t I build out tigerbloodcopy.com?

Because Charlie trademarked all his zany names, rendering mine unusable.

Darn. 😉

The Grind

It’s nice to see other copywriters do well. It’s wonderful, actually.

Especially the ones that are new to the craft.

I love that feeling when the gears first catch. And you realize IT CAN BE DONE.

And not only that, YOU JUST DID IT.

The first time it happened to me was I landed a juicy project writing my first ClickBank promotion.

I didn’t even know what ClickBank was at the time. Wrote this internet marketing offer for a guy out of Ireland and it caught fire.

I was amazed. And I was even more amazed when he referred me to a friend and we did it AGAIN.

But here’s a secret:

Most of the copywriters that experience early success? Despite their good fortune, they can’t sustain it.

They beat themselves up, and then one of two things happens:

They quit.

Or they parlay their one-hit-wonderness into a long term mediocre writing career.

They’re never quite able to create the magic again.

That makes me sad. It happens all too often.

Because all they’d need is one distinction to turn it all around if they were open to it.

(Sadly, most are not because of their bullheaded “I know it all” self-righteousness.)

What’s the one distinction?

If I told it to you, would you incorporate it into your work?

Ok, here it is:

One-hit-wonders have a goal. A-listers have A PROCESS. A SYSTEM for producing consistent results.

It makes sense when you think about it.

One-hit-wonders WANT to produce a winning sales letter.

It doesn’t matter why. Ego. Self-fulfillment. Gotta pay a big bill. Whatever.

Or how. Swipe. Cobble something together, again it doesn’t matter.

Once they achieve the goal (or not,) then what happens?

There’s a new goal. A new bill to pay. The scramble for the next client.

Do it enough and it gets fatiguing just thinking about it. :\

That kind of writing career is tough to sustain.

You’re living hand to mouth.

What’s worse, the muse of copywriting hates always being on call for your next emergency.

She prefers to set up shop and work LONG TERM with copywriters. These A-listers have developed a process for collaborating with her.

When you have a process you follow religiously, you can rely on your muse filling your inspirational sails.

(One side benefit? No more writer’s block.)

I call my process “the grind”. Rain or shine, I grind it out every day.

After 12 years, I’m addicted to it by now. I *have* to do it.

I WANT do it every day.

It sounds like a lot of work, and it is. I’ve tried shortcuts… I’ve tried brain supplements… I’ve tried different technology aids… I’ve tried music…

I’ve tried all sorts of “gimmicks”. But nothing compares to a true system for consistently producing winning results.

Today, I have that system.

I built from scratch for myself, based upon my lifestyle.

It’s like a part of me now.

I’ll share it with you someday. But for now, just appreciate that if you want to write that million dollar sales letter, you’ve got to have a system…

Till next time,


How To Hit The Top 10 On Clickbank


Saw this message on Facebook today. That’s the 3rd of my Clients to hit the Top 10 on Clickbank in the last month.

Not too shabby.

I often get asked:

“Matt, why don’t you write for your OWN products?  That way you get to keep 100% of the money!”  

Well, yeah it has occurred to me 🙂

But the thing is… I love growing businesses (and taking a piece of the action for my troubles).

That’s what I’m good at.  I don’t want to be dealing with employees or admin or revenue projections.

Besides, right now is a great time to be a copywriter.  Why?

Because more and more marketers are waking up to the fact that high quality marketing is the ULTIMATE point of leverage.

Think about it…

Getting traffic is EASY.  There are countless markets and new ones opening up all the time so creating products isn’t hard if you put some thought into it.

Yet that also means competition is FIERCE.

The only way to stand out?  With your marketing and sales copy.  It’s essential these days.

It’s why last week I had a call with a dating guru who has a huge following on YouTube a big list, countless products, slick design…

… but he’s generating piddly amounts of revenue.

And it’s why I had another call with a very well-known fitness marketer who complained copy is “the biggest hole in his business”.

These guys NEED quality sales copy. It’s that simple.

Master the skill of writing great copy and there’s countless opportunity out there.