The 20 Percent Edition Nr. 12: The Art of Scrapbooking

Hello friends, and welcome to this edition of The 20 Percent.

Pablo Picasso is often quoted as saying: “Good artists copy, great artists steal.” Whether Picasso did indeed say that is open to some debate, but Steve Jobs was certainly a brand convert.

Radical originality doesn’t have a high return on investment. Instead, there is a high probability that it will wear you out in the long run.

The Art of Scrapbooking

You can’t afford to be wrong from scratch. Being wrong from scratch is exhausting. It can also set you back in business because building a presence requires significant resources and commitment.

So when designing a website, or a marketing campaign, or launching a business, you can scrapbook it. Find the things that those who will be your customers engage with, are attracted to, and will trust. Then break them down into the first principles, and build something better and new on top of it.

Website Marketing Examples

Example 1: High Ticket Landing Pages

Landing pages for high ticket offers often follow a pattern. It works so well, that there is little need for experimentation. Doing something different from scratch can mean that you do it wrong and waste money on ads that don’t convert.

It’s a common secret that everyone borrows elements from everyone else’s landing page templates:

Here’s my landing page scrapbook for service-based entrepreneurs:

– Hero Section: Hook
– Testimonials: Trust
– Discussing the Pain Points: Accelerant
– Talking About the Push of the Situation: Accelerant
– Visualizing Progress: Hook
– Talking About the Offer, Format, and Value: Action

Moreover, we can break this pattern further down for each section, e.g. for the Hero Section:

I help {TARGET MARKET} to Achieve {DESIRE} with {DISCIPLINE}.

(Call to Action Button)

Example 2: Affiliate Websites

When you build affiliate sites, you can’t afford to be wrong.

Such websites often launch with 50-70 pieces of content and cost a minimum of $10.000 to create. To recuperate this investment, they monetize with Amazon affiliate links (the most common scenario).

For this model to work, affiliate sites need two things:

  1. Good Google rankings

  2. Content that people actually search for

Given that Google rankings take time, SEO strategy mistakes are fatal.

The solution? Affiliate marketers steal website ideas. The number #1 strategy in the market right now is:

  1. Find other affiliate sites that are getting good traffic

  2. Target the same keywords, and copy their content structure

  3. The best content may win

After a quick search, I found that Henry from The Getaway Lounge gets ~1500 clicks a month (probably more), with a couple of pages about luggage policies.

An affiliate marketer would steal this site idea, create a new site with better content, and close a deal with a travel agency to promote and monetize the site 💸.

Final Thoughts

For everything you do, put together a scrapbook 👆🏻. Successful ideas from other industries will bring you inspiration. Proven methodologies in your niche will save you valuable time & investment. And always remember: stealing an idea is different from copying it.

Stay inspired,