🇺🇦 Eddie Shleyner

Founder of VeryGoodCopy.com, essayist

Hello, thanks for stopping by. I’m Eddie 👋🏼

I’m a conversion copywriter, content marketer, and the founder of VeryGoodCopy, a newsletter about copywriting and creativity read by millions of people each year. Join over 80K email subscribers—including copywriters, marketers, entrepreneurs, and other smart folks—who've subscribed to the VeryGoodCopy Newsletter and bought 𝘝𝘦𝘳𝘺𝘎𝘰𝘰𝘥𝘊𝘰𝘱𝘺: 𝘛𝘩𝘦 𝘉𝘰𝘰𝘬:

◾ “VeryGoodCopy shows you how to write, and how not to write. How to think, and how not to think. Eddie is a damn good marketer. I recommend him.”
—𝗗𝗥𝗔𝗬𝗧𝗢𝗡 𝗕𝗜𝗥𝗗, 𝗢𝗴𝗶𝘃𝗹𝘆 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗗𝗶𝗿𝗲𝗰𝘁𝗼𝗿

◾ “Please, God, can everyone involved in advertising—and not only copywriters—just read this book…I loved every moment.”
—𝗥𝗢𝗥𝗬 𝗦𝗨𝗧𝗛𝗘𝗥𝗟𝗔𝗡𝗗, 𝗢𝗴𝗶𝗹𝘃𝘆 𝗩𝗶𝗰𝗲 𝗖𝗵𝗮𝗶𝗿𝗺𝗮𝗻

◾ “Eddie is a fantastic copywriter.”
—𝗔𝗡𝗡 𝗛𝗔𝗡𝗗𝗟𝗘𝗬, 𝗔𝘂𝘁𝗵𝗼𝗿 𝗼𝗳 𝙀𝙫𝙚𝙧𝙮𝙗𝙤𝙙𝙮 𝙒𝙧𝙞𝙩𝙚𝙨

◾ “Eddie Shleyner. Where to begin? Not only a fantastic writer, a historian, a gentleman, someone I'm proud to call a colleague. VeryGoodCopy is a copywriting goldmine. I often go there for inspiration. Eddie is the real deal.”
—𝗛𝗔𝗥𝗥𝗬 𝗗𝗥𝗬, 𝗙𝗼𝘂𝗻𝗱𝗲𝗿 𝗼𝗳 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴𝗘𝘅𝗮𝗺𝗽𝗹𝗲𝘀.𝗰𝗼𝗺

◾ "Eddie Shleyner is one of the few people who can articulate what makes great writing great."
—𝗝𝗨𝗟𝗜𝗔𝗡 𝗦𝗛𝗔𝗣𝗜𝗥𝗢, 𝗙𝗼𝘂𝗻𝗱𝗲𝗿 𝗼𝗳 𝗗𝗲𝗺𝗮𝗻𝗱 𝗖𝘂𝗿𝘃𝗲

◾ "Eddie Shleyner is a brilliant writer who understands the art of persuasion — and teaches it — in a way few people can. I'm jealous of how he can say so much in so few words. Big fan!"
—𝗞𝗘𝗩𝗜𝗡 𝗥𝗢𝗚𝗘𝗥𝗦, 𝗙𝗼𝘂𝗻𝗱𝗲𝗿 𝗼𝗳 𝗖𝗼𝗽𝘆 𝗖𝗵𝗶𝗲𝗳

◾ "Eddie Shleyner, now there's a fella who knows something about copywriting."
—𝗗𝗔𝗩𝗘 𝗚𝗘𝗥𝗛𝗔𝗥𝗗𝗧, 𝗙𝗼𝘂𝗻𝗱𝗲𝗿 𝗼𝗳 𝗘𝘅𝗶𝘁 𝗙𝗶𝘃𝗲

◾ "VeryGoodCopy is likely the very best reading you'll do on any given day about copywriting."
—𝗞𝗜𝗠 𝗞𝗥𝗔𝗨𝗦𝗘 𝗦𝗖𝗛𝗪𝗔𝗟𝗠, 𝗔-𝗟𝗶𝘀𝘁 𝗖𝗼𝗽𝘆𝘄𝗿𝗶𝘁𝗲𝗿

◾ “Eddie gets it. He’s a joy to work with and does so at the highest level.”
—𝗦𝗖𝗢𝗧𝗧 𝗗𝗜𝗞𝗞𝗘𝗥𝗦, 𝗔𝘂𝘁𝗵𝗼𝗿, 𝗦𝗰𝗿𝗲𝗲𝗻𝘄𝗿𝗶𝘁𝗲𝗿, 𝗮𝗻𝗱 𝗳𝗼𝘂𝗻𝗱𝗲𝗿 𝗼𝗳 𝗧𝗵𝗲 𝗢𝗻𝗶𝗼𝗻

Read hundreds of free "micro" lessons, interviews, and courses about copywriting, creativity, and storytelling on VeryGoodCopy.com.

You can also the "Featured" section below for more information about my products and services. 

Thanks again for being here—and enjoy!

Founder

"One of the best copywriting blogs around." 
- Wistia

"One of the content marketing industry's best copywriters." 
- HubSpot

VeryGoodCopy.com is a blog about the art and science of written persuasion. Over 53,000 people subscribe to receive weekly micro-articles about copywriting, content marketing, and psychology.

It's also a direct-response copywriting and content marketing agency that ships clear, concise words that sell.

Click the link below to learn more.

If you want to do A+ work, this mindset applies to all writing... scripts and novels, vignettes and short stories, sales letters and love letters and anything else.

Enjoy!

Founder of VeryGoodCopy.com | Join 95K newsletter subscribers

 Experienced vs. inexperienced writers:

How I write (and you can too):

0.
So I almost always want to know three things before I start writing a “micro-lesson” for VeryGoodCopy:

What’s the story?
What’s the lesson?
And what is the word count?

𝟭.
The story:

I typically find the story 𝘧𝘪𝘳𝘴𝘵. It could be—and often is—a personal anecdote, something from my life, some happening or experience with my wife or kids or parents or friends. But it could also be about something I saw on tv, or read in a book, or witnessed at a gas station or the grocery store or, or, 𝘰𝘳—

I mine all the things that happen in and around my life—be they significant or mundane, painful, embarrassing, or joyous—for creative material, for relatable stories.

“Everything is copy,” said Nora Ephron. Damn right.

So where the story comes from is secondary to how it made me 𝘧𝘦𝘦𝘭. If it made me emotional, that’s a sign it will make someone else emotional.

“No tears in the writer, no tears in the reader,” said Robert Frost. Damn right.

𝟮.
The lesson:

If the story 𝗿𝗲𝗺𝗶𝗻𝗱𝘀 me of something I do for work—some concept, principle, or technique I use to write or think better—I have the lesson, the takeaway, the thing people can apply to 𝘵𝘩𝘦𝘪𝘳 work (or life).

𝟯.
The word count:

I rarely write without a predetermined word count, which, believe it or not, I leave to chance. I simply ask the Machine to pick a random number for me. I open ChatGPT and type:

"Pick a number at random between 166 and 475."

And whatever arbitrary number the Thing spits out, that’s how many words I’ll aim to write. I don’t always hit the word count (usually because I run out of time and need to move on), but when I do—when I land on the 𝘦𝘹𝘢𝘤𝘵 number—the writing almost always feels more intentional, which I like.

Then, it’s like a puzzle:

How can I put 𝘵𝘩𝘪𝘴 story and 𝘵𝘩𝘪𝘴 lesson together in precisely 𝘵𝘩𝘪𝘴 many words?

______

Thanks for reading! 
That’s how I write.
Feel free to 𝗮𝘀𝗸 𝗺𝗲 𝗮𝗻𝘆𝘁𝗵𝗶𝗻𝗴 ↓

This is a short essay about copywriting. Enjoy!

The miracle:

Resist the (very natural) urge to do 𝘵𝘩𝘪𝘴...

And instead, ask yourself 𝘵𝘩𝘪𝘴 question...

Next time you're editing copy:

You can use this technique to transport The Reader anywhere, into any situation or circumstance, good or bad, painful or pleasant...

Oh, how compelling this can be. 

Enjoy!

Writing immersive stories:

The miracle:

I watched a 60 Minutes segment I’ll never forget…

The late Ed Bradley interviewed a family—a religiously devout mother, a painfully quiet father who was so shy he couldn’t even look into the camera, and their ten-year-old daughter who was in a wheelchair because she was born with spina bifida.

Every year the family pilgrimaged to Lourdes to pray for a miracle. Bradley was incredulous about this. He didn’t understand their journey to the shrine. The trip didn’t make sense to him: the cost, the effort, year after year—and yet the small girl was still in a wheelchair, so weak she had to be strapped in to stay upright.

“What do you pray for?” Bradley asked the girl.

You know what she said?

“I pray my father won’t be so shy,” said the girl, looking at her dad. “It makes him feel so lonely.”

This answer seemed to stun the interviewer, who fell silent. Ed just sat there for a moment, speechless. Finally, he looked at the mother and said something like:

“Every year you spend so much time and so much effort to come to this place in hopes of a miracle,” he said, “but you have no miracle to show for it. Why do you keep coming back?”

You know what she said?

“Oh, Mr. Bradley,” said the mother, looking at her kid. “You don’t understand,” she said, “we 𝘨𝘰𝘵 our miracle.”

______

I’ll never forget it as long as I live.

I’ll never forget how this amazing child was able to hold space for someone else’s pain before her own—and how this affected Ed Bradley, his entire perception and understanding of Lourdes:

It’s a place that, more than anything else, reveals a person’s character, who they are.

“Oh, Mr. Bradley...” she said, “we 𝙜𝙤𝙩 our miracle.”

______

Copywriting icon John Carlton once told a room full of business owners:

“You’re probably not gonna find your product’s story in the company line.”

That is, the most compelling narratives—marketing or otherwise—are not necessarily clear and obvious. No, usually, the deepest, most profound, most resonant and moving insights are inconspicuous, hidden away.

As copywriters, such a big part of our work is to uncover these unobtrusive truths, to notice them, recognize them, and bring them to light.

Thanks for reading! Did you enjoy this piece?

Call to Action Media

Where does my authority come from?

Legendary marketer Jay Abraham talked about the importance of hopeless curiosity:
⁠
He said, “Learn as much as you can from other industries so that you can find uncommon solutions to common problems.”

So, where does my authority comes from?

24+ years experience helping 1000's of B2B & B2C businesses (including my own) across a huge range of industries define and achieve their objectives, smash revenue targets, and win more clients for life.

- Marketing and sales strategy and coaching for Entrepreneurs, Solopreneurs, Coaches, Consultants, SMEs (including startups).

- Lead Generation Strategy.

- Content Strategy.

- LinkedIn Strategy.

- Copywriting.

- Ghostwriting.

-------

So, if you want to:

- Stand out from the crowd.
- Build your brand's success.
- Get your brand message across.
- Attract and convert more clients.
- Define and achieve your objectives.

(And get a great ROI),

DM me "ÏGNITE", or see "Featured."

Founder - Call to Action Media - A Business for Good

Self Employed

Coaching B2B and B2C clients 1:1 on:

- How to get the most out of their computer, mobile devices, internet, email and social media.
- Setup automated backups.

B2B and B2C services include:

- Website design.
- Content creation.
- Marketing and sales.
- Copywriting, online advertising, SEO.
- Hardware and software sales and repair.
- Data recovery from PC, Mac, mobile devices, storage media.

Founder: Frankston Computer Services

Elite Smart Energy Solutions

Renewable Energy Consultant

Origin Energy

Highlights:

- Smashed all lead generation, sales targets and KPIs for all 12 months.

Business Development Manager

Melbourne IT

Highlights:

- Formally recognised as top Salesperson in the business for 2017 (an average of 125% to target for the year).

- Top Salesperson in the business for March 2017.

- Numerous weekly and monthly incentive awards.

- Consistently exceeded all KPIs (revenue, talk-time, calls made, call quality, customer satisfaction).

Sensis

Highlights:

- Sensis White Pages High Achievers award for 2015-2016 sales year (111% to target for the year).

- Won the White Pages Acquisitions “Flying Finish” Incentive Award for February-March 2016 (199% to incentive target).

- Achieved my February 2016 sales revenue target with 3 weeks to spare.

- Manager’s Award for Achievement in May 2015.

- Recognised as the top Salesperson in my team in January 2015.

Eaton

Sales Service Representative

Coaching B2B and B2C clients 1:1 on:

- How to get the most out of their computer, mobile devices, internet, email and social media.
- Setup automated backups.

B2B and B2C services include:

- Website design.
- Content creation.
- Marketing and sales.
- Microsoft OEM system builder.
- Hardware and software sales and repair.
- Copywriting, print and online advertising, SEO.
- Data recovery from PC, Mac, mobile devices, storage media.

1-Stop Computer Solutions: Founder

Solopreneurs: STOP LOSING LEADS 🔥 Get your [in] Done4U as a 24/7 Sales Page 🔥 Emotive Copywriting that Makes an IMPACT & Wins You Clients 🔥 Ghostwriting 🔥 CaaS 🔥 DM me GROW to get started 🔥

You're a Solopreneur (a Consultant, Coach, Founder),

Or maybe you're still working for someone else, but you’re super keen to escape the rat race and start your own business?

You're good at what you do.

But you’re smart enough to know you're not great at sales, or marketing what you do?

---

You know you're going to struggle to communicate the value of your service:

- What should I post about?
- What goes on my website?
- What's my unique selling point?

- Where are my clients searching for me?
- How are my ideal clients going to find me?
- How do I stand out from all the competition?

- What problems do my target market want solved?
- How am going to do things differently from my competition?
- How am I going to influence prospects to buy when they do find me?

---

So,

- You can waste years trying to figure all this out,
- You can waste endless hours on cold outreach,
- You can waste thousands on ads.

But you're losing sleep over where the next sale's coming from.

You’re emotionally drained and burnt-out.

Before you even start earning $

---

Meanwhile:

- Your prospects aren't confident you can fix their problems.
- They have no idea who you are.
- You're not the only choice.

And you’re losing big sales to your competition (every single day).

---

Wouldn’t you rather just skip all this struggle and stress and get straight to the revenue earning stage?

Wouldn’t you rather hire a guide to get you where you want to go sooner (rather than never)?

---

YES?

Awesome 😊

---

Because this is where I jump in:

Together, we’ll IGNITE your LinkedIn, and transform it into your 24/7 sales machine.

So you can:

- Enjoy 99% less stress.
- Get leads on auto-pilot 24/7.
- Have 99% more free time (to do what you're best at).
- Stand out from the crowd, and build your brand's success.
- Win more sales, and clients-for-life (and it won’t even feel like selling).

---

- You’ll become the ONLY choice.
- You'll be in a position of power.
- Attracting and converting more prospects.

- And it won't even feel like selling.
- Because you'll be recognised as an authority in your industry.
- With your ideal prospects reaching out to you asking to buy your service.

---

Your only concern will be how to support all that demand:

- You'll become over-subscribed,
- And with people on a waitlist for your services,
- You’re going to be creating your own market conditions:

- With high demand for your services, and limited supply,
- Which means you can charge more. 😊

---

How does that sound?

---

👉🏼 So, want to IGNITE your LinkedIn?

👉🏼 DM me “IGNITE” today 😊

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The Battle

🇺🇦 Eddie Shleyner

Peter Sleightholme

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Performance Score🇺🇦 Eddie Shleyner's LinkedIn Performance

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The Battle

🇺🇦 Eddie Shleyner

Peter Sleightholme

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}🇺🇦 Eddie Shleyner's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance Score🇺🇦 Eddie Shleyner's LinkedIn Performance