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You're One Step Away from Irrelevance

by Mark Pescetti
11 replies
What you did in the past doesn't matter.

Not anymore.

Every artist, whether it's a painter, a rock star... or a copywriter is always one step away from irrelevance.

If...

You're not feeling that fire to continuously reinvent yourself.

If...

You can't enduringly produce magic.

Quit.

Just walk away.

You're smart.

You can make your money doing anything you want.

You're an elite salesperson.

However...

If you choose to stay in the game...

You have to question your motives and purpose for moving forward.

Because there are always geniuses and creative wunderkinds sprouting up every single day - ready, willing and able to push the envelope more than you are.

Your reputation doesn't matter.

If you want to stay relevant as a copywriter...

You have to prove you're still able to incessantly redefine your ability to generate conversions - by demonstrating your uncanny power to see beyond the obvious.

No...

It's not about writing.

Putting pen to paper (or fingers to keyboard) is just a medium.

Constantly proving your relevance is about emotion; seeing the nuances between the lines that most people would never think to even look for.

Funny thing...

As I was pondering my own immediate future, I searched for when my favorite band's next album comes out (U2.)

I found an article from earlier this year where, another brilliant salesman, Bono said:

"I think they (i.e. the other band members) are very aware that U2 have to do something very special to have a reason to exist right now."

That's the exact attitude every copywriter on this forum must command before ever taking on another client.

You need to make prospects feel naked and transparent like never before.

Are you up to the challenge???

Are you?

Just curious.

Mark
#irrelevance #step #you’re #you’re
  • Profile picture of the author ewenmack
    Good point Mark.

    If you know more about your audience
    than every other marketer in the same space...

    and show them you know it,
    then you will always be one step ahead of the game.

    As an example, I've been called in to bring in dentists
    as clients for my client.

    He dropped a vital piece of information as to what their hot button is.

    Would never of guessed it
    and certainly defies logic.

    Found that out from my quest to know more about the prospects than anybody else.

    Best,
    Ewen
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  • Profile picture of the author copyassassin
    I call "bullshit" on this post.

    A well done marketing sales funnel is a true asset that should have a shelf life of at least 6 months ( 5 years in slow moving markets).

    If you've built a business that is so weak in the first place, you've got more issues than just the fire in your belly.

    I get what you are trying to say, but the execution of the idea fails to me.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by copyassassin View Post

      A well done marketing sales funnel is a true asset that should have a shelf life of at least 6 months ( 5 years in slow moving markets).
      I'll take that a step further:

      Sales copy (and its funnel) should be positioned, whenever possible, to timelessly resound in the hearts and minds of prospects for years to come.

      That's not the point.

      Nobody who has the creative drive to put him or her self out there in truly spectacular ways will ever point to past accomplishments as justification for their existence.

      They will always strive to create something bigger, better... more timeless.

      Personally speaking...

      There are months where my past achievements (passive residuals) cover my expenses for the entire year (or more.)

      However...

      That doesn't drown out the fire I have burning deep within me to produce something more, magical, than my last attempt...

      ...regardless of whether the copy I write is for me OR a client.

      I use my past in boxing to drive home a lot of my thoughts processes on this forum - so I'll do it here:

      Every time I stepped into the ring, the past was irrelevant.

      The person standing in the other corner couldn't care less about my previous victories.

      All that matters when you're in the ring is RIGHT NOW.

      And if you're resting on the laurels of your past achievements, you'll get your head knocked (i.e. you have NO business even being there.)

      Is copywriting really any different?

      No.

      Not really.

      If you don't "show up" and feel that fire burning deep inside of you to produce the best copy the market you're writing for has ever seen, piss off.

      Mark

      P.S. One of my clients who has more money than anyone here will ever see in their lifetime (yes, including you Maxie) always says, "I don't care what I've done. I only give a sh!t about what I'm doing..." or something along those lines.

      I feel the same.
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      • Profile picture of the author copyassassin
        Originally Posted by Mark Pescetti View Post


        The person standing in the other corner couldn't care less about my previous victories.

        And if you're resting on the laurels of your past achievements, you'll get your head knocked (i.e. you have NO business even being there.)

        P.S. One of my clients who has more money than anyone here will ever see in their lifetime (yes, including you Maxie) always says, "I don't care what I've done. I only give a sh!t about what I'm doing..." or something along those lines.

        I feel the same.
        Mark,

        Are you trying to say this:

        An individual who desires successes needs to have a "hungry belly". In other words, you're talking about mindset again.

        Because, at least for me, there is a HUGE difference between reputation vs mindset.

        You got good fights because of your past success; or crappy fights because of your failures. In other words, your past is relevant. However, at the moment of actual proformance, your past results provide no guarentee of success.

        For for me, in the tax business, I get new clients because of my past work with other clients.

        Take draft picks: it's all based on past proformance. Hiring a new employee is based on their past proformance. Hiring a copywriter for a specific niche with a huge launch coming up, is based on past proformance.

        Please clarify what you are trying to say.

        Adam
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  • Profile picture of the author Steve The Copywriter
    Mr Pescetti and Mr Assassin - I thoroughly enjoy reading your posts.

    It can take a few minutes to let the ideas just slowly sink in due to their deep, significant and thought provoking nature - but it's well worth it when they do.

    But in the name of all that is holy (I swiped that from Kern) - I blame the two of you for exporting the word "mindset" to the UK. I'm hearing it more and more and still don't know what it actually means.

    Is there anyway we could change it to anything else in the world - because I have the wrong "mindset" for the word "mindset"

    Would "state of mind" be a workable alternative?


    Steve
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    • Profile picture of the author arfasaira
      I think what Mark is saying is that the best are the best at what they do NOT because they rely on their past successes to prop them up and ride them along...

      They are successful because they are true visionaries or agents of change and are never satisfied with their achievements. There is always 'more' they want. I can mention many entrepreneurs for whom being 'wealthy' just isn't enough.

      It's about being innovative and impactful and constantly challenging and growing to be better than you were. So that when you DO do your thing (be it copywriting, business, whatever) there is always MORE or another dimension at work.

      In copy that would translate to a deeper understanding from an angle that many would otherwise miss, or eliciting emotions much deeper than you ever thought possible.

      I can't speak for anyone else, but I personally have an insatiable appetite for knowledge. If it can up my game, I'll do it. This last year alone I've spent over $10,000 and counting just in my own education. That will never stop. I often kick myself for buying books or courses which I don't get to complete or even start because I'm tied into something else. I currently have a long list of books I need to read which are in the reading queue. I've got my Kindle app on my Android which I go through as often as I can to catch as much reading as I can...It's never enough though!

      Why do I do it? I'm doing it because I want an edge over others and I don't want to get complacent on past successes.

      I recently did very well on two sales letters that I did - one got WSO of the day and the other was JVZoo of the day. Am I satisfied with them? No, because until I can write one that launches something new and fantastic into the world, and can make millions, make a difference or make a big change in the world, I won't rest.

      I guess for me, it comes down to how I will be remembered. I'd like to be remembered as someone who was innovative, exciting to work with and created BIG successes in a short space of time. I'd love to be in a position where people study me and my methodology and use it as a benchmark.

      I know that means a lifetime's work ahead of me. It also means constantly challenging and pushing myself to be better than I was yesterday. If you want to be ahead of the game, you need to have more and be more.
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      • Profile picture of the author Mark Pescetti
        Originally Posted by arfasaira View Post

        I think what Mark is saying is that the best are the best at what they do NOT because they rely on their past successes to prop them up and ride them along...

        They are successful because they are true visionaries or agents of change and are never satisfied with their achievements. There is always 'more' they want. I can mention many entrepreneurs for whom being 'wealthy' just isn't enough.

        It's about being innovative and impactful and constantly challenging and growing to be better than you were. So that when you DO do your thing (be it copywriting, business, whatever) there is always MORE or another dimension at work.

        In copy that would translate to a deeper understanding from an angle that many would otherwise miss, or eliciting emotions much deeper than you ever thought possible.

        I can't speak for anyone else, but I personally have an insatiable appetite for knowledge. If it can up my game, I'll do it. This last year alone I've spent over $10,000 and counting just in my own education. That will never stop. I often kick myself for buying books or courses which I don't get to complete or even start because I'm tied into something else. I currently have a long list of books I need to read which are in the reading queue. I've got my Kindle app on my Android which I go through as often as I can to catch as much reading as I can...It's never enough though!

        Why do I do it? I'm doing it because I want an edge over others and I don't want to get complacent on past successes.

        I recently did very well on two sales letters that I did - one got WSO of the day and the other was JVZoo of the day. Am I satisfied with them? No, because until I can write one that launches something new and fantastic into the world, and can make millions, make a difference or make a big change in the world, I won't rest.

        I guess for me, it comes down to how I will be remembered. I'd like to be remembered as someone who was innovative, exciting to work with and created BIG successes in a short space of time. I'd love to be in a position where people study me and my methodology and use it as a benchmark.

        I know that means a lifetime's work ahead of me. It also means constantly challenging and pushing myself to be better than I was yesterday. If you want to be ahead of the game, you need to have more and be more.
        Brilliantly stated Arfa...
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      • Profile picture of the author ewenmack
        Arfa, You represent what I call the slight edge buyer in any
        business to business market.

        They are always on the lookout for a slight edge to kick ass
        in their market.

        They are your best buyers.

        They buy more and at higher price points.

        I wrote a webinar script for a jv launch to Yanik Silver's list.

        Right in the beginning I said this is for you if you are a slight edge buyer.
        Went on to describe the definition of one and let that person know he/she
        is in the right place because of what's coming up.

        Think of the top 5% of your prospects and make the message directly for them.

        Thanks for allowing me to illustrate this point.

        Best,
        Ewen


        Originally Posted by arfasaira View Post

        I think what Mark is saying is that the best are the best at what they do NOT because they rely on their past successes to prop them up and ride them along...

        They are successful because they are true visionaries or agents of change and are never satisfied with their achievements. There is always 'more' they want. I can mention many entrepreneurs for whom being 'wealthy' just isn't enough.

        It's about being innovative and impactful and constantly challenging and growing to be better than you were. So that when you DO do your thing (be it copywriting, business, whatever) there is always MORE or another dimension at work.

        In copy that would translate to a deeper understanding from an angle that many would otherwise miss, or eliciting emotions much deeper than you ever thought possible.

        I can't speak for anyone else, but I personally have an insatiable appetite for knowledge. If it can up my game, I'll do it. This last year alone I've spent over $10,000 and counting just in my own education. That will never stop. I often kick myself for buying books or courses which I don't get to complete or even start because I'm tied into something else. I currently have a long list of books I need to read which are in the reading queue. I've got my Kindle app on my Android which I go through as often as I can to catch as much reading as I can...It's never enough though!

        Why do I do it? I'm doing it because I want an edge over others and I don't want to get complacent on past successes.

        I recently did very well on two sales letters that I did - one got WSO of the day and the other was JVZoo of the day. Am I satisfied with them? No, because until I can write one that launches something new and fantastic into the world, and can make millions, make a difference or make a big change in the world, I won't rest.

        I guess for me, it comes down to how I will be remembered. I'd like to be remembered as someone who was innovative, exciting to work with and created BIG successes in a short space of time. I'd love to be in a position where people study me and my methodology and use it as a benchmark.

        I know that means a lifetime's work ahead of me. It also means constantly challenging and pushing myself to be better than I was yesterday. If you want to be ahead of the game, you need to have more and be more.
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        • Profile picture of the author arfasaira
          Originally Posted by ewenmack View Post

          Arfa, You represent what I call the slight edge buyer in any
          business to business market.

          They are always on the lookout for a slight edge to kick ass
          in their market.

          They are your best buyers.

          They buy more and at higher price points.

          I wrote a webinar script for a jv launch to Yanik Silver's list.

          Right in the beginning I said this is for you if you are a slight edge buyer.
          Went on to describe the definition of one and let that person know he/she
          is in the right place because of what's coming up.

          Think of the top 5% of your prospects and make the message directly for them.

          Thanks for allowing me to illustrate this point.

          Best,
          Ewen
          Someone once told me that if you're not moving, you're dead. If you're not growing, you're wasting away. This isn't in the physical sense (although you could argue the contrary) but the mental, emotional and spiritual sense.

          I'd say this is true for every human being who has the chance to be more and doesn't take it.

          As a marketing strategist, if my client knows more about marketing than I do, I can't help them. And even if I know more than they do, if they keep learning and I don't, there'll come a point where their knowledge surpasses mine and then I truly can't help them. You ALWAYS have to have an edge - especially in this industry where trends come and go.

          Right now we are in the dawn of relationship marketing. You can't love your clients until you want MORE for them than you do for yourself.

          And yes, you hit the nail on the head Ewan, this really is about being a slight edge buyer or what I call a 'strategic visionary' - Strategic visionaries see where the trends are and see where the gaps in their knowledge are and go right ahead and try and fill them. They're strategic because their learning isn't random - it's very specific to what their target market wants and needs. They are visionaries because they are constantly challenging the status quo and looking for ways to grow in a very big way.

          Beats being static any day of the week!
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  • Profile picture of the author Steve The Copywriter
    ...now would I be correct in saying that Arfa definitely has got the right "mindset?"


    Steve
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  • Profile picture of the author copyassassin
    Mark wrote:

    Originally Posted by Mark Pescetti View Post

    What you did in the past doesn’t matter.

    Not anymore.
    It's my belief that statement is a half-truth. Your past proformance matters to getting new and better gigs. However, you still have to "stay hungry" to produce results.


    Afra, you wrote:

    I recently did very well on two sales letters that I did - one got WSO of the day and the other was JVZoo of the day
    You'd be stupid not the mention this in your sales copy for Warriors. WSOOTD is a huge deal. Your ability to get a better conversion rate than say 9 out of 10 other warriors puts you in the premium position.

    Even if WSOOTD is a politically rigged game, it means at the very least you're connected to the major players. Moreso than others. That's called a point of difference. "I've got better connections to affiliates than say "Warrior X".

    If I were you, and a person wanted to hire me, you'd bet I'd tell tell I get better results than most of the other copywriters out there. You'd bet I'd tell that prospective client I charge more because I have better conversions.

    The past matters. It opens doors.

    But, you still gotta produce. That never changes.

    Still gotta stay hungry...

    ...if you want to grow your business.

    But, I still don't think, as Mark wrote in his title, "You’re One Step Away from Irrelevance". It's a half-truth.

    If Gary Halbert came back from the dead, using the same tactics as before, he'd still be kicking ass (provided he was sober & motivated).

    Trends change. Mediums change. Tactics change. Principles don't.
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