You Create The Conversation With Prospects... Not The Other Way Around
The topic of positioning has been beaten to death.
And yet...
There's so much evidence that copywriters and business owners still aren't getting it.
I see a ton of letters and videos entering a conversation with zero originality or insight into people's buying psychology. (Or their endless pursuit for solutions.)
Even worse...
I see copywriters and business owners just stating the obvious... leading with copy that doesn't have any balls. (Almost afraid or unwilling to step outside the box.)
Here's the deal...
The way you enter a conversation is completely up to you. (And when I say, "Enter a conversation," I'm talking about the hook, headline and deck copy... all the way down to your offer.)
It's all you.
Sure, you do your research, you settle on your avatar... and have a clear vision for how you want to express your benefits.
But still...
You've got to find an inlet into the conversation that makes prospects drop their guard, listen... and not be able to predict what you're going to say next.
I was actually chatting with another up-and-coming copywriter from here on the forum earlier in the week.
This guy is pushing himself to constantly get better (and consciously breaking through internal barriers that allows him to charge what he's worth.)
In the chat, I said...
"Remember, you get to trigger the emotions YOU want. The prospects can't determine how you position your copy. YOU have all the power. Never forget that. You get to create the conversation YOU want to lead. That's what being a copywriter is all about."
I know it's such a simple train of thought. However, it's execution can be rather powerful - when done right.
Just a little food for thought.
Mark
And yet...
There's so much evidence that copywriters and business owners still aren't getting it.
I see a ton of letters and videos entering a conversation with zero originality or insight into people's buying psychology. (Or their endless pursuit for solutions.)
Even worse...
I see copywriters and business owners just stating the obvious... leading with copy that doesn't have any balls. (Almost afraid or unwilling to step outside the box.)
Here's the deal...
The way you enter a conversation is completely up to you. (And when I say, "Enter a conversation," I'm talking about the hook, headline and deck copy... all the way down to your offer.)
It's all you.
Sure, you do your research, you settle on your avatar... and have a clear vision for how you want to express your benefits.
But still...
You've got to find an inlet into the conversation that makes prospects drop their guard, listen... and not be able to predict what you're going to say next.
I was actually chatting with another up-and-coming copywriter from here on the forum earlier in the week.
This guy is pushing himself to constantly get better (and consciously breaking through internal barriers that allows him to charge what he's worth.)
In the chat, I said...
"Remember, you get to trigger the emotions YOU want. The prospects can't determine how you position your copy. YOU have all the power. Never forget that. You get to create the conversation YOU want to lead. That's what being a copywriter is all about."
I know it's such a simple train of thought. However, it's execution can be rather powerful - when done right.
Just a little food for thought.
Mark