🇺🇦 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.

Hey folks! Many months of work went into this thing. I'm very proud of it, and excited to finally share with you all: https://lnkd.in/dgTWp2jp

Please help me spread the word 🙏🏼 

And as always, enjoy!

- Ed

Founder of VeryGoodCopy.com | Join 95K newsletter subscribers

VeryGoodCopy Audiobook is Now Available

How to find the words again (without AI):

Growing up, it felt like Babushka had a saying for every problem. 

Every bad or uncomfortable situation I faced was met with some expression about resilience or patience or effort. Probably because my grandma’s own childhood in Stalinist Russia was so hellish and sad, so she had these set phrases, I guess, these little rhyming quips that brought levity or perspective when things were hard. 

I remember when I cut my lip on a 7UP can. She held a napkin to my mouth and put her cheek against my head and said, “Doh svahd-by zah-zhee-vyot.”

It means: “It’ll heal before your wedding.”

Or when I stormed into the living room and told her that I couldn’t do it, that I could not possibly memorize “Falling Up” by Shel Silverstein. I remember she looked up at me from her book and said, “Trood vsyo peh-reh-troot.”

It means: “Hard work grinds everything down.”

Or when there was heartache. She opened the door to my room, and that devastating song, “Color of Your Blues” was playing through the stereo, slow and soft…

𝘚𝘪𝘯𝘤𝘦 𝘺𝘰𝘶'𝘷𝘦 𝘣𝘦𝘦𝘯 𝘨𝘰𝘯𝘦, 𝘐'𝘷𝘦 𝘭𝘰𝘴𝘵 𝘮𝘺 𝘤𝘭𝘦𝘷𝘦𝘳𝘯𝘦𝘴𝘴/ 
𝘈𝘯𝘥 𝘴𝘪𝘯𝘤𝘦 𝘺𝘰𝘶'𝘷𝘦 𝘸𝘢𝘭𝘬𝘦𝘥 𝘢𝘸𝘢𝘺, 𝘐 𝘫𝘶𝘴𝘵 𝘤𝘢𝘯'𝘵 𝘥𝘦𝘢𝘭 𝘸𝘪𝘵𝘩 𝘵𝘩𝘪𝘴/

I remember she hugged me so and said, “Vsyo pra-ho-deet, soln-sa.”

It means: “Everything passes, my love.”

And of course, I remember the thing she told me almost every night, no matter the circumstance, like a mantra. “Oo-truh vye-cheh-ruh moo-dreh-nee-yeh,” she said. 

It means: “The morning is wiser than the evening.”

I think about this often. 

I think about it in all sorts of situations, but especially when it’s dark outside and the house is still and my brain is still, but I’m still writing, still trying—and the words won’t come. 

When this happens, I hear Babushka. I swear to God I hear her voice: 

“Oo-truh vye-cheh-ruh moo-dreh-nee-yeh.”

And so I listen. And I rest. I let my subconscious drive for a while. 

And when I return to work, the words are there again.

A warning to writers:

I read Stranger Than Fiction by Chuck Palahniuk.

In it he talks about philosopher Martin Heidegger, who postulated that humanity sees the planet as a standing reserve of raw material—as resources, basically, inventory just waiting to be collected and processed and converted into something else, something useable:

Cows into meat. Forests into lumber. Mountains into minerals and metals. Etcetera.

Heidegger called this standing reserve “Bestand.”

“It seems inevitable,” writes Palahniuk, “that people without access to natural Bestand such as oil wells or diamond mines, that they’d turn to the only inventory they do have—their lives.”

Yes. Most people don’t own massive quantities of raw materials, but all of us, every single person, owns their story, their life, everything they’ve savored and suffered, the beautiful things and devastating things and everything in between, too.

Our Bestand is our lived experience—and to harvest it, we can write.

We can notice our life, and we can write about it.

“Put yourself into your work,” said the late, great copywriter David Abbott. “Use your life to animate your copy,” he said.

Some of our greatest artists have echoed this advice:

Writer Anne Lamott said, “You own everything that happened to you. Tell your stories.”

Comedian Norm Macdonald said, “My strongest material comes from real life.”

Director Bong Joon Ho said, “The most personal is the most creative.”

But at what cost?

Heidegger warned that viewing the world this way, as Bestand, can be incredibly dangerous because it reduces Mother Nature to a mere resource, something expendable to exploit and subjugate.

And therefore, as writers, it’s also possible to exploit ourselves, to collect and process and convert everything that happens to us—be it love or children or divorce or cancer or existential dread—into material: every moment examined for its potential as a headline or chapter title.

And what happens then?

“[Then] we might hurry through life,” warns Palahniuk, “enduring event after event, in order to build our list of experiences. Our stock of stories. And our hunger for stories might reduce our awareness of the actual experience.”

And what happens then?

What happens when the material supplants the moment itself?

Folks, would you call this asset a LANDING PAGE or a SALES LETTER: https://lnkd.in/gnHcEwQp

Note: this asset is designed for folks familiar with my work, mainly past buyers, current newsletter subscribers, and avid followers.

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Thank you!

Is this a LANDING PAGE or is it a SALES LETTER? (See above)

Renato Bratkovič

Street Photography / Candid Photography / Abstract Photography

NFT Artist

Ministrstvo za propagando

Independent Creative

Alibi, International Crime&Noir Literary Festival

Concept and communication / art direction and PR / writing, translating, editing and publishing

Partners in crime: Artizan, d.o.o., Domačija Gora pod lipo, Hotel Jakec, Tednik Panorama, Občina Slovenska Bistrica, Kino Slovenska Bistrica, Bar Grega

Participants (beside me):
• Alibi 2015: Paul D. Brazill, Eddie Vega, Neven Škrgatić and Andrej Predin
• Alibi: 2016: Kate Laity, Vassilis Danellis, Janez Grm and Avgust Demšar
• Alibi 2017: Jaka Tomc, Sonia Kilvington, Silvija Hinzmann and Andrea Žigić Dolenec
• Alibi 2018: Robert Perišić, Marko Popović, Anamaria Ionescu and Johnny Shaw
• Alibi 2019: Dušan Marolt, Lara Paukovič, Marko Vezovišek and Bogdan Hrib

Alibi is on Facebook: www.facebook.com/AlibiFest/

Creator

Hiša daril

content creation&management / storytelling / editing / copywriting / PR

Writer

Artizan, d.o.o.

Creative direction / content and form creation / branding

Clients:
Cuttlefish Ink
TextAppeal
iTec
Gora pod lipo
Marvis Apps
Biciklin
Frambo
Eltiplan
Development & Information Center Slovenska Bistrica
Vehovar Vinery
Your World Translations
Farmateh 
Terme Dobrna 
Hotel Marita 
Bike Center 
Slovenska Bistrica Secondary School 
School Center Konjice-Zreče 
Bike Center
 Institut for Environment and Space 
Actor 
Logapak 
Flexoprint Logar 
Zoo Ajka
 Pro-Contra Agency
Hotel Triglav

Creative Partner

Radikal

Owner / Content & Form Creator

IR Image d.o.o.

creative and art direction / storytelling / content creation / screenwriting

Clients:
Merkur Insurance
Terme Snovik
Knauf Insulation
ObenAuf
Mlinotest
Mladinska knjiga
DBS Leasing
Topdom
Nama
Qlandia
Vina Ščurek
Bonpet
Mestne lekarne
Sklad obrtnikov in podjetnikov
Evostil
Kamini Kočevar
Libres
Zarja elektronika

Creative director

Hocoma, d.o.o. (Hocoma AG Slovenian Hub)

Text Wizard

Mediamix, advertising agency

Slogans / print ads / TV ads / radio ads / communication strategies / presentations / storyboards

Clients:
Europark
CityPark
City Center
Radgonske gorice
Arcont
Esal
Aero
Amis
Terme Maribor
Xella

Copywriter

Terme Dobrna

Corporate identity and visual communication / PR

Corporate identity manager, in-house designer

Independent Creative @ MZP (Ministrstvo za propagando / Ministry Of Propaganda)

I’m an independent creative with more than 20 years of experience in graphic design and 14 years in advertising as a creative director and copywriter. I am passionate about writing and content creation, but I also provide editing and transcreation services (into Slovenian) and simple graphic design for your publishing needs.

I have worked with international transcreation agencies (MotherTongue, Words in Translation, CuttlefishInk, TextAppeal, Your World Translation, loveuropeandpartners), and with several Slovenian advertising agencies and brands (as an in-house creative) on design and copywriting projects.

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Renato Bratkovič

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The Battle

🇺🇦 Eddie Shleyner

Renato Bratkovič

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

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