And a large part of that is your content and your copy.
I just rewatched Raoul Plickat’s podcast with Mike Thurston.
It’s one of those rare pieces of content where you sit down and take notes.
So I did — three pages of them. This post is the cleaned-up version.
Who is Raoul Plickat
You may not have heard of him.
He’s deliberately very humble.
Here’s why you should listen to him anyway:
- Neil Patel called him “the kingmaker” in Russell Brunson’s books
- He owns and runs CopeCart, a payment provider with 150 employees
- He’s an exceptional marketer — he sold 48,000 tickets for one client in a year, 12,000 of them in 48 hours
This isn’t secondhand hype either.
I’ve briefly met him, watched him speak, and he came highly recommended by several entrepreneurs I met in Dubai.
He’s worth listening to.
Here are the seven takeaways that matter if you’re trying to improve your content, copy, or online sales.
1. Everything starts with research
Not keyword research. Human research.
Figure out what your ICP actually wants before you write a single word.
His method: poll your customers and leads with three questions.
- What annoys you? (ask for a feeling, not a feature)
- What do you need?
- What do you desire?
Aim for 500 to 1,000 responses.
Then build your offer from the answers, not your assumptions.
Everything you build downstream of a bad poll is waste.
2. Great campaigns have soul
If you want a campaign that cuts through, you have to put something of yourself into it.
Something original. Something a competitor can’t copy because it didn’t come from a swipe file — it came from you.
The question to ask: how can I tell my story in a way only I can tell it?
3. Study counter-signalling
Kanye’s iPhone ad is the masterclass.
Do the opposite of what the market expects and you get all the attention for free.
Marketing is a game of truths and concepts — how the world actually operates.
Most people can’t see the concepts holding them back.
Study launches that worked. Kylie Jenner’s product builds. The campaigns everyone remembers.
Then ask what concept made them work.
4. Do what the 0.0001% do
Take a pen and paper.
When a video stops your scroll, write down why. The soundtrack. The first frame. The hook.
Then reflect: why did I spend my attention on this?
Almost nobody does this.
It’s free market research and a free copywriting course, running 24/7 in your feed.
5. Cut the fat
In ads, remove everything that doesn’t yield results.
Only show ads to people on wifi. One gender. One age band.
People don’t sweat the little things. The little things are where the margin is.
The question to keep asking: where can I find growth?
6. You can’t be a great marketer without being a great copywriter
And a great copywriter does one thing: makes the reader feel understood.
That’s it. That’s the whole skill.
If nobody feels understood by your content, no amount of posting volume fixes it.
7. Let the work talk
Raoul barely promotes himself. The results do it for him.
Humility, backed by proof, is itself a positioning strategy — and almost nobody in this space uses it.
The thread running through all of it
Your brand’s job is to take up mental availability.
The more people see it and trust it, the more you become the default answer when they’re ready to buy.
And that starts with research, not reach.
This week, run the three-question poll on your own audience.
It’s one email or one story sticker. What annoys you, what do you need, what do you desire.
Everything else in this post gets easier once you have those answers.
When you’re ready to build
Research tells you what to build.
Then you actually have to build it — the offer, the product, the system behind it.
The easiest way to do that today is with AI.
That’s exactly what SeanNoCode specialises in: helping builders and developers turn what their audience asked for into a working product and a one-person AI business — without hiring a team to do it.
Run the poll first. Then come build.
Coffee’s ready, let’s go ☕