Do You Want To Be The Best... Or Not?

There are a lot of copywriters. More everyday.

But when you actually get some controls under your belt, you're in the company of an elite few.

In other words...

The copy world is pretty small - when your campaigns are among those that gain any real, long-term traction.

Here's the thing...

I don't see enough copywriters - who are just starting out on their journey - seeing the bigger picture.

What IS the bigger picture?

In a word...

Performance.

Your copy has to perform better than the best.

Stone Cold Steve Austin once said, "If you're not in WWE to become champion and succeed, then you're in the wrong business."

He went on...

"And becoming champion isn't just a matter of carrying the hardware or making more money. It's the opportunity to assume the position of leadership. It's the chance to become responsible more than anyone else for putting an ass in the seats every eighteen inches. In old-school wrestling lingo, that means a full house is there to see you."

Whether you're a pro-wrassling fan or not, Steve is absolutely correct.

And it's true for copywriters too.

If you're not in this business to have more controls to beat than every other copywriter on this board... and beyond... you've got no reason to keep going.

Producing copy that performs the best IS your business.

That's the hope you're giving every client who pays you.

That's the hope you're commanding every project with - whether it's your own... or someone else's deal.

I've seen quite a few people - over the years - decide they wanted to become copywriters and post their stuff here for critique.

Most of the time...

It sucks. Horribly.

Some have taken their punches and moved onto become someone in this business. I can think of just a few. Literally.

So I'm gonna tell aspiring copywriters four things I wish someone told me - when I first started out in this results-based-business:

1) Everything you write for your own business needs to demonstrate your ability to create a hook, exhibit positioning, have a clear CTA and command a unique, clear voice.

2) Your business model should never be a one-off type pay structure. Because copy rarely fires on all cylinders right outta the gate. There's always work that needs to be done on the way towards getting a VSL produced or a sales letter primed for launch. (Then once the launch occurs, you need to adjust. What worked? What didn't?) Charge enough to not be worrying about where your next project is coming from. (Front AND backend.)

3) Don't boast about your past successes. Sure, show them - of you want. But just because you wrote massively successful copy for one person's launch does NOT mean you will for the next 10 people. It just doesn't work that way. Anyone who says different is selling something or lying. (I'd love to see the debate on this. And yes, if you're in for the long term, there aren't failures - just setbacks.)

4) Realize that your clients will very often get in the way of a campaign's success. Part of being a successful copywriter is also knowing you're a life coach. Help people get out of their own way. Be willing to challenge clients on their beliefs and assumptions.

This is your business.

Don't come here asking questions.

See what works.

Adjust.

And take that knowledge; that awareness into your client projects.

Likewise...

Create and sell some of your own products.

Be successful. On your own. Because people will wonder why you aren't. You should wonder why too. If you're a copywriter who performs, you better be your #1 client. (That would be #5.)

The point is...

You're here to carve out your own niche.

I'm not saying to refrain from receiving mentoring. But if you're gonna make a HUGE impact, it needs to come from your own experience.

Also...

Since this IS a business... since you ARE your own brand... since this isn't just a job...

Get crystal-frickin-clear about your business model and how you want to lead clients. Make sure that comes through in your own pitch.

Mark

P.S. Having thick skin isn't saying enough. You can't ever take anything personal in this business. Even the greats have had more than their fair share of complete bombs. What works might be something you can swipe, but the mood is always changing; what works is always evolving. Set the tone. Don't just follow.