“Been there, done that…”
I am, today, resurrecting a post from a very long time ago…
… because the subject matter just won’t die. Like a zombie, it just keeps getting back up and stumbling forward to irritate and annoy me.
So let’s file this under “Necessary Reminders If You Wanna Get Rich“…
… cuz it’s one of those fundamental lessons for anyone who got into business to create wealth.
As opposed to, say, getting into business just to have something to do during the day.
Every successful entrepreneur will tell you the foundation of their wealth comes from paying attention to the fundamentals. The wild-and-crazy ideas are fun, the vows to take over the world make you feel awesome, and gorging on fresh technology is invigorating.
But you won’t earn a dime off any of it without knowing the nuts-and-bolts part of putting ideas, vows and tech into action.
Just like being really, really, really eager to demolish your opponent in a cage fight will get you killed if you don’t have the fundamentals down of hitting and getting hit.
Enthusiasm is great. Skills and knowledge are how shit gets done, however.
Here’s that zombie post. Enjoy:
I tell rookies to never, ever assume anything about anything. Ever.
Especially about your target audience. One of the biggest mistakes marketers make is to assume your prospect knows as much as you do about whatever it is you’re selling.
And it’s almost never true. You’re dealing with your product/biz/service day in and day out, and you’ve dealt with the details so often, it’s all second-nature to you.
But your prospect isn’t working in your office. Even if he’s in the same general market as you, he has other priorities. He may desperately need what you offer… but that doesn’t mean he’s researched you and your product as thoroughly as you might have, in his shoes.
If you assume he understands all the technical jargon and insider terms you’re laying on thick, you stand a good chance of losing him. Even when I’m dealing with rabid markets — like golf or guitar playing or cigar smoking — I use jargon sparingly, for emphasis.
Like adding spice for flavor — don’t overdo it.
That’s why it’s important to “translate” everything into plain English in your copy… even if you would swear on a stack of Bibles that “everyone knows what this means”. This is especially true when you’re slinging slang around.
I have to watch the assumption thing, myself. Constantly.
For example: When someone books an hour’s phone consultation with me, I assume they prepare. At least a little, teeny-tiny bit.
My hours aren’t cheap, and often it’s tough to squeeze the consultations into my schedule. It’s not like a friendly chat with the guy down the hall. When your hour’s up, it’s up.
And it goes by fast.
So, I’m always baffled when the guy on the other end of the line starts arguing with me about something basic.
Especially the stuff I assume he must know, or he wouldn’t be asking me for advice.
I assume, for example, that he would have at least glanced at the “Kick-Ass Copywriting Secrets” course first. You know, to sort of get an idea of where I’d be coming from.
The most recent consultation I had started out fine… but five minutes into it, I found myself in a heated argument about whether long copy really works in online ads or not.
I thought, okay… you wanna waste half the call going over one of the very FIRST and most OBVIOUS parts of what I discuss in my materials… and what EVERY top marketer knows, from experience and testing… fine.
It’s good practice for me to go over the argument. Again.
But really, man. There are cheaper ways than a full-on consultation with me to learn one the FUNDAMENTALS of advertising-that-works.
Here’s a FREE explanation, in fact. Just in case you’re one of those guys who looks at top-grossing entrepreneurial sites, and wonders “do people really read all that copy?”.
Stop and think for a second.
We don’t use long copy for our sales pitches because we enjoy slaving over the keyboard.
No. We use long copy in our marketing…
… because that’s what WORKS.
In essence, your copy is your salesman. Face-to-face, he has to cover the entire sales message to make the cash register go ka-ching — cover all the benefits, explain all the features, establish credibility, and make a case for money trading hands, right now while the iron’s hot.
You wouldn’t tell your salesman to only use 100 words, and then clam up, would you? (Go back to the end of the line if you said “why not?”)
Your copy is your sales pitch. It’s long, because great sales pitches are long. You’re asking someone to part with money… and online, they can’t see your product, can’t hold it, can’t smell it… in fact, they have to take your word for everything.
Or rather, your words. And your words must convince, persuade, influence and close the deal…
… or you don’t make the sale.
That’s why the top marketers all use long copy.
“But,” says this Doubting Thomas on the horn, “There are a lot of people out there who insist that short copy is better.”
Oh, really? Like who?
“Lots of people.”
Nobody who’s making any money, I tell him. Does your competition use long copy?
And how are your ads pulling, compared to theirs?
“They’re creaming us.”
Soooooooo… how’s short copy working out for you, then?
That line is a favorite of folksy therapists. Someone explains how they’re sleeping with their brother’s wife, cooking up crank in the bathroom for extra cash, and getting in bar fights as a hobby.
And the therapist sighs and says: “So, how’s that working out for you?”
Humans are a stubborn bunch. All of us. We all have huge blind spots about certain things we do.
In marketing, it’s pretty simple, though, to know when your beligerence is unjustified: Look at your results.
If your bottom line isn’t what you know it should be… then you’re doing something wrong.
It ain’t working so hot for you.
You cannot argue your way to wealth in the open marketplace.
You gotta make your case, and do a good sales job. Everything else is just pissing in the wind.
Do what works. Get hip, to get rich.
And stay frosty.
P.S. If you insist on needing to air out this argument in the comments section, have at it.
I’ll be checking in. Let’s get this fundamental nailed down, okay?
P.P.S. By the way…
… I just slashed the price for a fresh, hot-off-the-presses copy of “Kick-Ass Copywriting Secrets of a Marketing Rebel”. For years it’s been hundreds of bucks (as was $299 as recently as yesterday)…
… but now it’s just $99. For the course that fundamentally transformed how even rookie entrepreneurs can create marketing that works like crazy. Every Big Dog marketer you know about in the online entrepreneurial world has this course on their shelves, recommends it to their followers… and many got their start through the specific techniques and proven tactics outlined in it.
If you don’t own it yet, get it here: “Kick-Ass Copywriting Secrets of a Marketing Rebel”.
It is very much NOT just about copywriting. To understand the mojo of great copywriting, you must understand the sheer power of classic salesmanship and result-oriented marketing…
… which means this course is a one-stop starting point point for anyone needing to get their entire marketing efforts into action.
Armed with all the persuasive power of good old-fashioned salesmanship.
Exactly as I used it for my entire career. To make clients insanely wealthy, and to plump up my own bottom-line for my own business advventures.
Seriously — if anything I’ve told you over the years in this blog has hit a chord with you…
… then you’re ready to dive deep into the world of real success.
Now available for the lowest price I’ve ever offered.
It’s time to get this essential tool for success into the hands of as many folks as possible again. Get it, devour it, use it.
This package, by the way, arrives with both the written course and the CDs of me walking you through everything. Time-tested stuff, easily the single most important resource you can own if you’re serious about making your biz work.
Okay, mini-rant over. Just go grab the course, will ya?