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MrBeast learns a timeless copywriting lesson the hard way (and why $100k > $1M)

Few weeks back, I caught a portion of a MrBeast interview.


MrBeast, for the unacquainted, is mayhap the most popular individual YouTuber of all time. He gives away a literal fvckton of moolah to make videos on YouTube, he’s branching out into the fast food bidness, and he has a whole lot of other accomplishments that I didn’t bother to google, but if’n you feel inclined, I ain’t gonna stop you.


Anywho…


In said interview, MrBeast stumbled upon a timeless copywriting lesson.

Checky:


Like I said, MrBeast pays for his views. Literally. He’s gifted out—and I’m not kidding here—around a billion dollars. Yes, with a big ol’ fat B. Many of his videos put people into random competitions for big cash prizes.


Well, there came a certain point in MrBeast’s YouTube growth that he had a counterintuitive realization:


If he gave away too much money, people thought it was fake.


In fact, he’s a rabid tester (lesson in there) and he and his team realized that if he gave away more than $100,000 in a video and put that number in the YouTube title, then the YouTube populace would flood his comment section calling him a scammer.


If he stayed at $100,000 (or lower) he didn’t receive the scammer comments. Or at least, not nearly as much.


Now here’s the rub:


MrBeast has never faked anything. I think he’s even given $1M on a video.


But that doesn't matter.


Why?


$100,000 sounds way more believable than $1M.


And therein lies our lesson:


This is the same reason why over-the-top hype-y copy backfires. It’s why clickbait backfires (even if, like in MrBeast’s case, it’s *not* clickbait). And, on the flip side, it’s why “making the skeleton dance” as Ben Settle teaches works like gangbusters.


You need to be believable to gain trust. And you need trust to gain a sale.


Ponder this, ye hear, next time you wanna go over-the-top with your copy.


Now, onto business:


If you’re not making at least 30% of your revenue from email, I can help.


Mayhap a lot more. Mayhap not.


But we’ll never know until you hit reply, we jump on a call to see if we’re a good fit, and, if we are, work together.


John

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