lost like a goat in a hailstorm

Confession:

I love me a good turn of phrase.

Anytime I encounter a memorable one, I make sure to write it down and save it for later...

Because it’s the type of stuff that brings dialog and characters to life.

Case in point:

Got an email the other day from a subscriber who'd just started going through a workshop I did last year inside the Email Storyselling community...

And said he was "lost like a goat in a hailstorm."

Lol 😂

Never heard that one before… but you better believe I wrote it down.

Anyway, in my reply, I told him honestly...

That specific workshop (The Tiny Visual Book Funnel) prob isn't the right starting point if you're not already familiar with running ads, building funnels, etc etc.

It's an advanced training.

And jumping straight to the advanced stuff before you've got the fundamentals down...

… is a one-way ticket to goat-in-a-hailstorm-ville.

Which got me thinking about a bigger question a lot of folks are wrestling with right now…

And that is:

How do you split your focus between time-tested principles and shiny new tools?

Here’s the truth:

As obsessed as I am with integrating AI into my own life and business...

I wouldn't be able to do much with it if I didn't already have years of domain knowledge as a copywriter and marketing consultant under me belt.

Like knowing how to get someone's attention in as few words as possible...

Or where "copy" actually sits in the list-offer-copy hierarchy.

In other words:

AI is only as powerful as the person wielding it.

The tools are incredible...

Genuinely.

Like blow your friggin’ mind.

But without foundational knowledge to guide them and channel into them, you're just generating a whole lot of useless noise.

So resist the temptation to put the tools over the principles.

No matter how seductive they may appear.

To that end:

This is exactly why I decided to fold the community and ESS AI together into one offer.

The community is where you build the foundation….

Through live workshops, on-demand trainings, and time-tested principles that hold up regardless of what shiny new tool drops next week.

ESS AI is where you take that foundation and amplify it:

Whether it’s writing faster…

Think clearer.

Or executing better.

One without the other is only half the equation.

So if that sounds like the kind of setup you've been looking for…

Or if you’d simply like to ogle our new website and marvel at how slick and sexy and legit-looking it is…

Then I suggest you tap below:

→ Start your $1 trial of ESS AI here

Jim Hamilton

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