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Don’t be the Russell Wilson of your industry

The other day, I tweeted out this banger:


The worst mistake a copywriter can make?

Being the Russell Wilson of your industry

Many commit this mistake on Twitter


I didn’t provide any context on Twitter. But I will provide context here, since you’re a loyal subscriber to my list.

I tweeted this the day after Russell Wilson’s new team, the Denver Broncos, lost an ugly Thursday Night Football game where not a one touchdown was scored between either team.

In the offseason, Russell forced his way out of Seattle. And he signed a quarter of a billion dollar contract to lose a prime time game 12-9.

Russell was feeling himself the entire offseason before playing a down. He put out the cringiest social media hype videos I’ve ever laid eyes on. He acted as if he was still a top-tier quarterback — even though his current play makes everyone doubt if he was ever great.

In other words, he’s an inauthentic cornball disguised as a quarterback, and convinced that he’s the best to ever grip a football.

After the 12-9 loss, when talking to the media, Russell said something—in the corniest way ever—along the lines of:

“If I know one thing, it’s that I know how to respond.”

And we’re just scratching the surface of the intensely dislikable nature that is one Russell Wilson.

Last year when the Seahawks played my Steelers, Russ was injured, so he didn’t suit up, let alone play. That didn’t stop him from doing a two-minute drill—by himself—during warmups to steal the spotlight from anyone else playing.

Almost every teammate he played with—and won a Super Bowl with—in Seattle have come out saying they hated his guts. And even his coaches have alluded to the same feelings.

Which brings me to the point:

People despise Wilson because he’s inauthentic. He has his ass up his own head. He pretends he’s greater than he actually is.

Not so different from an internet marketing guru.

In fact, he reminds me of my friend Ramit Sethi.

Ramit has no doubt built a successful business, in the same way Russell Wilson built a successful career. Winning a Super Bowl ain’t easy.

And yet, both Ramti and Russell are so intensely dislikeable—when they should be likeable—because they’re inauthentic.

And you know what?

Clients can sniff out your inauthenticity from miles away. Customers can too.


If you need an authentic mf who knows how to write persuasive copy that unleashes sales and freedom in your business and life, mayhap I’m your guy.

There’s only one way to find out:


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