This tip is all about adapting your copy to current events in your niche and/or the world.

This works because it goes one layer deep into your copy's connection with the reader.

Two examples from Dan Koe:

We are in a recession. This means some people will lose their jobs.

Dan directly tackles that huge objection with the underlined sentence above.

A potential problem (people not buying digital products because we are in a recession) becomes a sales opportunity (get this recession-proof skill now).

Another example, this time with AI:

Everyone worries AI will replace them.

Dan capitalizes on this audience fear by offering another of his products as “AI-Proof.”

I bet it’s really working for him.

🕵️‍♂️ How to steal it?

Tweak your product/service messaging and copy to the current state of things.

You don’t need to go all in, but including a simple mention could take you a long way.