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This time, I’m pleased to welcome Tom Yevsikov, who for the last 10 years or so has been a full-time digital marketer and copywriter. He’s achieved extraordinary success in that time and has on average been able to generate consistent sales of around about a million dollars or so a year through his endeavours. He started out from zero, like everyone, so I think this is going to be a fascinating conversation. Tom, it’s lovely to meet you.
Hey, thank you very much, man. Thank you very much for bringing me here. I’ve never done this before, so feel free to take the lead and let me know.
No problem at all, Tom. Well, first of all, it’s great to have you here. I would like to start, though, by asking a bit more about you and your background.
Okay, so my background, look, I got into this, so I’m pretty young. Right? I’m 30-years-old right now. I got into this 12 years ago when I was 18 years old. But I didn’t make a full-time income. I lost money for two-and-a-half years. Basically the classic marketing story, started out, tried everything, you name it, just any kind of business model. Nothing really worked, found out it was information overload, started to refocus myself. But since then, I’ve been doing this on a daily basis. Really, my life is not very exciting, I’ll tell you that.
Whereabouts are you based, Tom?
I’m from Israel.
How did you find it? When you first started, when you first made that decision at 18 years old that this is the direction I want to go in, how easy or how difficult did you find it?
Extremely difficult. Very confusing for me it was in the beginning. Right now, looking back, I know the mistakes I made, but it was very difficult for me at the beginning, the way I got into this industry. I got into this whole online thing purely, strictly for money.
I needed money. I grew up in a fairly rough and environment in all terms, and especially financially. My standards were low, so I was like, “If all I needed was to earn $1,500 a month for with my business,” that would be good enough for me back then to quit my job. But it took me two and a half years to make that money in profit. So two and a half years until I started making money in profit into the numbers that I needed. Yeah,
How did you find that at first? I mean, obviously like everyone, it can be a struggle to get started at the beginning. But what made you want to do online marketing and copywriting anyway?
Well, copywriting is kind of a skill that I just got slid into after starting online. I went online and I tried everything. What got me online is a friend, my friend who used to tell me he’s making a lot of money online, I don’t know. It turns out later I found out he was a scammer.
So yeah, that’s not very good. I found out he was a scammer, but he did get me into the online world. Once I saw what he did, I didn’t like it. That’s not the direction I wanted to follow. He was doing MLM stuff, stuff like that, and I decided I want to follow something more legit, like digital marketing, online marketing, email marketing, et cetera.
From there I got into copywriting literally as, I mean, this business, the business online marketing and selling in general has some degree of copywriting involved all the time, so it’s not like I got into copywriting at some phase of my life.
I’ve always been doing some in order to try and sell, but it’s only in around 2014 where I really was able to figure out some things which I’ll share today, hopefully as much as I can, to figure out the things, and I got into it more seriously.
Actually, I’ve been a copywriter for clients, as someone who does copywriting, only for the past two years. Before that, all the copywriting I’ve done has been for my own projects.
Tell us about a few of your projects, a few of the products that you’ve put together yourself.
A bunch of products, mostly softwares in the past seven years, mostly softwares, online solutions like Rank Snap. It’s a product that helps businesses rank higher on Google using back links, it builds back links. That’s a project that was very successful, actually, my most successful one. I launched it, it’s roughly at a million dollars or so, maybe a little bit less throughout the three launches that we had, so roughly average $300,000 a launch. I wrote the copy for all of them. It was a major success. It’s definitely my best-selling and my best product. It’s still live and kicking and selling even six, five years after.
How much success do you attribute to the copywriting that went into that?
Oh yeah, 70%, I would say. 70%, easily. 30% is the affiliates, people who promote, the connections and all that stuff, and 70% copywriting. I think even on Rank Snap, I believe we really went fairly cheap on the design, so it wasn’t like an amazing design. It was a fairly basic design. I would say copy is 70, at the very minimum, 60%.
For anyone who’s not heard of copywriting, what is it and why is it so important?
Well, actually, I’m sorry, this is the question that’s the trickiest for me, but I’m still going to try and answer it. There’s a definition obviously to copywriting online, which I don’t remember. For me, copywriting is just an extension of a life skill that we all have at a certain level when we want to convince someone to give us something in exchange for value. Right? It’s really an extension. It’s going to be a little bit difficult for me to convey this point, I’m sorry, but I need to, because that’s the way I think about it. In my opinion, copy is more of an extension of a very basic life skill that I believe personally all humans have. I believe everyone, anyone can be a copywriter. Not necessarily a professional copywriter or an expert or whatever, but anyone can create copy or write copy that is going to be profitable.
What copy is in a nutshell, essentially, is just the text version of front, of the direct face-to-face selling. In face-to-face, you want to sell something and that person will have objections and you need to answer and tackle those objections on the spot. Right?
With copywriting, it’s essentially transferring that into more into an online text-based kind of medium. Before online it was print, right now it’s all online. But copywriting is just, we see it everywhere all the time, every headline, anything that captures attention.
Even the act of if I wrote a paragraph on a blog post and I shared my information, what I like, and then I went and I edited and I said, “Okay, I want a headline that’s going to stick out like this and it’s going to pull them into the rest of the text, and here I want to create …”
Even that is already a process of copywriting.
You’re already doing that.
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