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Use ballsy copy.

I started getting into Chris Do's content—especially his YouTube channel, The Futur, earlier this year.

His stuff is soooo good.

Chris and team's primary audience seems to be freelance graphic designers, but if you pause to read their mission, and then go back to their videos, you can just feel this raw ambition and passion oozing out of everything they put up:

Our mission is to teach 1 billion people how to make a living doing what they love.

But pay close attention to the details. These are design geeks, remember?

Details matter.

Check out this video headline:

fraud

The Chris Do... referring to himself as a fraud??? Why would he do this, knowing that this headline will get 10s of millions of impressions? Isn't it risky?

Sure, but it's something that his audience resonates with. In this particular video, he teaches his concept of "what it means to be an actual professional," and for him the best way to pull people in was to tell his story.

And take personal risk. Put himself on the line. Put his reputation on the line. Because that emotion of what it feels like to take personal risk is what his audience faces every day.

It creates a connection. And yeah, sure it's click-baity.

But the deeper affect of a headline like this is that deep connection he creates with his audience (both new and existing).

It's ballsy. It's memorable.

And I think we should be more ballsy and more memorable with our messaging. Take calculated risks.

Great Marketing isn’t (just) about getting the message out. It’s about getting the message received.

And taking more risk with your copy can help.

P.S. This area is where IHers can outpace corporate laggards any day of the week!

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    One note that I got when I used what I might call "ballsy" copy on a landing page was that it was "unprofessional". There is a fine line, but we can as Indies probably blow that line out of the water. I never regretted sounding "unprofessional."

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