Interviews Eric Johnston

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Q1. Where are you from?

St. Paul, Minnesota

Q2. How did you discover copywriting?

In 2014 I was recently married and fresh out of college, working as an EMT, making only $14/hr. Long nights and stressful shifts were burning me out. I had ambition for more… …Not that I didn’t love handcuffing belligerent homeless drunks at 3am to the gurney in the back of the ambulance so they’d stop spewing and swinging at me so I could drive them to a special jail called the “drunk tank”… I’m looking at you, Ronnie… ya nasty. Get off the streets. Anyway… Being an EMT was great. Cool, interesting job. Never a dull moment. Noble. But dripping in poverty gets old. I wanted to start a family, travel, and make wayyy more money. A year later, a family member showed me a course on selling drop shipped crap on Amazon. I thought, this is it! I couldn’t believe that I bought some doo-dads from China, shipped those widgets to Amazon, and someone bought that nonsense for more than I paid for! MAGIC!.. I thought. I’m gonna be a millionaire! But it wasn’t sustainable… I made about $20k on Amazon selling mousetraps! haha :D yayy But then I got flagged D: booo I got spooked. I still had zero freakin’ clue what I was doing in business, so I jumped ship. Even though I wasn’t doing anything remotely shady, I stopped selling on Amazon. Instead, in 2016, I used that money to learn this shiny opportunity called “affiliate marketing”… Ooooo! I quickly learned no matter what page scripts, ad platform, budget strategy, or questionably grey tactic you try, ads aren’t just money printers. Duh, Eric, c’mon, ya silly billy. And that’s how I crash course learned media buying. As I was enjoying the warm flames of all that money burning, I learned about this specific part of marketing called “copywriting”. Go figure, the words you write on those ads and pages and what-not matter! Those words make people go, “Ohhhh, okay. That’s cool! Imma buy that.” Oh wow! THAT’S what i was missing all along! (get it..?) Well, I didn’t have any money left after learning how to buy ads. But in 2016, I did find one of my great marketing loves, copywriting. Copy has treated me well. We’ve generated millions together. We’ve been in love ever since, and now we’ll never be apart. Sorry, nothing against you, Megan. I just know you’ll never read this anyway.

Q3. What forms of copy do you write?

Strategy first. Then the ads, funnel parts, emails, and everything else falls into place.

Q4. What are your favorite niches to write in?

“Wow, a quality product that actually works well!”, types of niches.

Q5. What is the #1 lesson you've learned as a copywriter?

Your business success hinges most upon the quality of your product. A good product makes everything else easy mode. Product first, then offer, then all the marketing hooplah and everything else will fall into place.

Q6. Who is your favorite copywriter & why?

Heath Wilcock. He’s able to entertain you and make you laugh, all while you barely realize you’re happily buying.

Q7. Do you have any recent wins to share?

Last week, Russell Brunson and the CF copy chief gave my split-test copy a fat thumbs-up to go live for one of their offers. I’ve been mostly in marketing-direction the past couple years. So that was validating that I’ve still got it.

Q8. What would you say to a prospective client who wants to hire you?

I’m easy on the eyes ;) Not really, but I am easy to work with! Oh, and I love getting great results. I understand business like you do. Not just writing words.

Q9. What is a good email address for prospective clients to contact you?

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