Author: George

Back in 2021 B.C. (Before ChatGPT), I wrote an email I’m still proud of to this day.

It’s not an authority email.

It’s not a big-time case study.

It’s not even a great email by copywriting standards.

Yet it still sold pretty damn good.

More importantly…

I felt it was the first time I captured my personality.

And I believe it was this email that got the billion-dollar behemoth Agora interested in me for a full-time in-house role.

“Can you write an email like that for us?” one of the traders said during my interview.

You bet.

Cue 4.5 years of steady writing work.

Of course, this email wasn’t the only reason I got hired there.

I still had to show I was curious, consistent, asked good questions, and all that “honor the pro-code” stuff.

But it’s this one email I still see people compliment the most.

I actually sent it out to another prospect in 2026, and they hired me pretty much on the spot. (Shows you how much human-based writing can still be an asset in the AI age).

The lessons here are…

When you write something others notice, don’t be afraid to milk it for all its worth.

I know high-level copywriters who go ape-shit on one case study with a high-level founder because they know it’s going to get them a lot of business in the future.

It’s also really important to understand why the message resonated.

In my case… I wrote this email when I was in a good state of mind.

I didn’t have a full-time job.

I wasn’t getting burned out like so many other jobs I worked at.

I had a concept that was playful and a little weird.

And I believe something memorable came from all those variables.

​You can read the email here if you want. ​

But don’t pay attention to the content.

Pay attention to the tone.

Ask how you could have this type of tone in your emails (if it’s your style).

Don’t just copy me.

Because in my experience, one email in your voice that resonates can do wonders when it comes to finding your tribe.

Until next time.

P.S. I’ll be helping co-create memorable words with other writers at my “Electric YouTube Hooks” workshop in less than 2 weeks.

There’s still time to sign up.

​Click here to reserve your spot for FREE today.

I’m 38 years old today.

So I’m giving myself permission to write about whatever I want.

No judgment.

Full-blown narcissistic mode.

Maybe I’ll write one of those “38 business lessons” style emails.

If I did it’d probably look something like this.

Lessons 1-38…

• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own AI, outsource your own thoughts (jk)
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Lean into your own thoughts, don’t outsource them to AI
• Write for you. Good things happen.

That last lesson is perhaps most important.

Because the truth is…

When you write about the things that matter most, you avoid the algorithm and the trends, you tap into what I call “higher energy” writing.

The words flow smoother.

There’s more positive charge.

You create something that’s unique.

You’re not performing as much.

You’re just being.

And I believe leaning into yourself will continue to be more important than ever in 2026.

Because “lowering your standards” will be the new content trend in 2027.

It’s not about looking overly foolish, mind you.

You just won’t have to play corporate “dress up” to get engagement.

You can be your raw, unpolished self.

And yes, this will take a little courage on your part.

If you’re scared or unsure of what you believe in, I get it.

I’ve been there.

Which is why I’m hosting a “Electric YouTube Hooks” workshop on September 30th at 1 p.m. EST.

This is the “write for you” applied to video.

We’ll co-create some powerful hooks that you’re excited to record.

In today’s AI slop world, this will make it easier for you to stand out.

I’ll also be there live to help you if you need.

​Click here to sign up for the “Electric YouTube Hooks” workshop for free today.​

Last April, I was talking to a marketing agency about an email marketing role.

I sent over some work samples, and during the interview I wanted to fish for compliments. A horrible personality trait no doubt, but I couldn’t help myself.

“What’d you like about the samples?” I asked.

I was hoping for some praise on how awesome a writer I am.

But this exec told me something better…

“I could tell a human being wrote them,” he said.

Thank you.

That was the confirmation I needed.

Because I’d been hearing the opposite strategy over the last 3.5 years.

I had execs in my ear at the bigger marketing companies. Constantly telling me I need to be using ChatGPT to churn out reams and reams of copy. Then they would complain that it sucked. All while they wrote ChatGPT copy that also sucked – but were too prideful to admit it.

Yet here was someone who was telling me the opposite.

I was grateful.

I mean… aside from not wanting to AI myself out of a job, I believe copy (and writing in general) is thinking.

And when you outsource your brain to ChatGPT, you’re telling yourself that your way of thinking isn’t valuable.

But fuck man, nothing could be further from the truth.

Writing is thinking.

And the real ones know if you’re using your own brain to write or you’re relying on a robot.

It’s why I signed on with this company, and I’ve been doing my best work yet.

I’m not saying AI can’t be a tool.

I still use it every day to brainstorm.

But your own brain is still the most powerful, lucrative tool you have.

Don’t let it rot away.

And there might not be a better place to flex it than hooks – the first thing anyone reads – and the last thing you should let a robot write for you.

Here’s how I’m helping people flex their brain in the year of our lord 2026…

On Wednesday, Sept. 30 at 1 p.m. EST., I’m showing founders, creatives and copywriters how they can start creating hooks they strongly resonate with.

I’m calling it my “Electric YouTube Hooks” workshop.

You’ll workshop your hooks live with a small group of writers.

By the end, you’ll have 3-5 pieces of copy you’ll be excited to record.

There’s no upsell afterwards.

No long-winded pitch decks.

Just a group of writers creating hooks that earn the click on YouTube.

Seats are free – and I’d rather you use your brain than mine. But we’ll all be here to assist.

​Click here to reserve your spot.

The state of AI content slop has got me all antsy in my pantsy. I’ve been talking to founders, and I keep hearing this drumbeat of “we’re just going to let AI do the hooks and copy.” I believe this is going to kill innovation, connection and creativity. But there is good news… The business owners who rise above AI slop stand to make a lot of money in the future. So I’m hosting a workshop that helps founders write like humans again, and turn that into people actually buying what you sell on YouTube. We’ll be working with our own scripts to write hooks that boost retention to get more viewers interested in your paid offers. No pitches at the end.No annoying upsells. Just come, write and see what changes.If you’d like to join us, the link is below.​ Click here to sign up for free today.

There was this song in the 90’s.

It charted at No. 23 on the billboard Top 25

And it did something almost no long had ever done before – It told you why the song was going to chart.

The song was called “The Hook” by Blues Traveler.

The whole point of the lyrics was to show you that the lyrics and substance of the song didn’t matter all that much.

All that mattered was the catchy hook.

Of course, that’s kind of a half truth.

But in this case, the song delivered.

The hook was catchy as hell, and it was one of the most popular songs that year.

Which goes to show you…

If you can create something catchy, it doesn’t always matter if your content is amazing.

It’s about the vibes as much as the content.

The same goes for YouTube scripts.

A lot of the times – especially now on YouTube – everything has already been said.

So if you try and wow people with knowledge, you risk boring them to death.

Now, I’m not suggesting you go full “Blues Traveler” and tell people you’re giving them a hook in your actual YouTube script. Although that might work and I’ve seen YouTube creators do it.

But next time you’re writing a hook, don’t ask “how do I sound smart?”

Ask “what would make me stick around a little longer?”

The hook brings you back. Always.

Until next time.

​

P.S. I’ve still got the Top 5 YouTube Hooks Working Today guide available for download.

Click here to download it for free today.

Last weekend, I woke up and walked down to the coffee shop like I do every day.

But on this day, a bunch of people were standing in my way to leave my apartment complex.

When I got outside, someone on a scooter came zipping by the sidewalk, and I had to wait for him to pass.

Then when I was crossing the street, a long line of cars were going by. So I had to wait there.

I finally got to the door of the coffee shop, and lo and behold, there were multiple people standing in the doorway. So I had to be patient there too.

It happens when I’m driving too – I seem to hit every red light when I really want to get somewhere.

It’s funny how I’ve been writing about mental blocks lately and yesterday physical blocks also started to show up.

The work has been put in, and I can slow down for a minute.

Things are moving along outside of me.

It’s why today’s email is shorter than normal as well.

And just like every Sunday, I’m doing my weekly “reality creation” exercise.

This weekly routine helps me get prepared for next week, and appreciate all the things I have today.

​Click here to see how it works.​

Until next time.

If you’re struggling to write a hook to draw your reader in, consider this.

First, take a step back.

Then ask yourself these 3 questions…

1. Who is my target audience?
2. What is their desired transformation?
3. What’s at stake if they DON’T make this transformation?

For example, my target audience is business founders.

Here’s how I would map this out…

Audience: They feel overwhelmed with the YouTube scriptwriting process. It’s taking too long for them to get a script out. It’s taking away time that they could spend on other things in their business (like actually running the business) or more emotional reasons (like spending time with their family).

Transformation: Their desired transformation is they want a new way to write scripts that’s faster and eliminates overwhelm. They don’t want to sound like a scammer. And they want to eventually hand off the marketing completely so they can spend time with their family. And also draw more people to their sales page where they eventually can become members of their paid community or buy their paid offer.

Stakes: If they don’t solve this, they’ll continue to be overwhelmed and their family life will suffer. They don’t like working late at night or weekends when they could be missing out on a moment with their kids or wife.

Make sure you’re getting real data from your audience and not guessing here.

The goal of this exercise is to get you to stop overthinking.

Now you’ve got the building blocks, and while combining the info might take a little creativity and trial/error, the reality is it’ll be a lot easier now that you have something to work with.

So in my case, I could write something like…

“Writing YouTube scripts isn’t always easy. Sometimes you don’t know what to write. Or you have too much else going on in your business that it can feel overwhelming. This can lead to rushing flat scripts out with AI that just read like slop, and they don’t lead to strong retention rates. Even worse, sometimes you feel like giving up altogether and losing potential clients because they’re not putting themselves out there.

But when you have a system that creates high-retention hooks, you can wake up every day and pump out solid scripts in less than 8 minutes. And keep your retention rates high enough to draw readers to your main offer.

It’s why I came up with this system for devising YouTube Hooks. So let’s dive into it right now.”

That’s just a rough example.

So next time you feel stuck, remember those 3 questions.

It should give you a pathway to writing better hooks that resonate with your audience.

Hope that helps.

P.S. I just released “Top 5 YouTube Hooks I see working now.” You can use these as templates if you get stuck.

Click here to download the list for free today.

This is a process that I still use to create unique hooks and write prolifically.

I credit this process with helping me scale my newsletter to 40k a week when I worked at Oxford Club.

Click here to read it.