In the Roaring Twenties, amid the hustle and bustle of flapper dresses and jazz bands, beer companies were locked in a fierce battle for supremacy.
And there was one beer brand in particular that was really struggling to stand out and gain a foothold in an already-crowded market.
The company reached out to Claude Hopkins, one of THE most influential marketers and copywriters of all time, desperate for help.
After spending time touring the brewery...Hopkins decided to do something the company thought was absolutely crazy.
See, everyone was heavily promoting their brewing process and unique flavors.
And rather than join the “sea of sameness” and fight just to stand out…
Hopkins created an entire marketing campaign focused on something else -
What happened AFTER the beer was brewed.
Highlighting sparkling clean rooms, bottles being sterilized - and most notably - the final step of placing the beer in ice-cold refrigerated cars.
Almost immediately after launching this new campaign, sales soared.
And the brand quickly jumped to one of the top-selling beers in the country.
The crazy part?
Nothing Claude Hopkins talked about was “new.”
In fact, it was pretty much standard procedure for all breweries.
But here’s the thing - no one was talking about it.
Suddenly, a previously overlooked element of the brewing process became the centerpiece of a wildly successful campaign.
Now here's why I'm telling you this story...
Every week I host a live Q&A with members of Founder OS, and I frequently get asked questions about copywriting “tips” or “tricks” to help them sell more.
However, oftentimes in copywriting…
It's less about the words you use and more about the psychology behind what's being said.
So in today’s newsletter, I want to share with you 6 often-overlooked principles of copywriting.
Apply these to your content and experience first-hand how powerful these principles truly are.

I've built a sustainable personal brand along with a thriving community of fans over the past 14 years and 4 companies. My mission is to help 100 million founders build beautiful and systemized businesses so that they can achieve their dreams. I help you create and scale your personal brand and business through proven systems so that your company serves you, instead of the other way around.