Mountains of Arizona
Sunny 88 Degrees
Yesterday I presented the How to Write Like an Incomparable Expert webinar. It was about my take on copywriting in the land of the Incomparable Expert.
There were no tricks, no gimmicks, no manipulation. I didn't even mention any copywriting books.
I think a better way to describe what I did talk about might be to call it personal power in print.
To me, copywriting has become less about selling and more about having something to say that can solve problems for other people.
I guess you could call that semantics, that it's really not that different, but the feeling is drastically different.
If you stopped thinking so hard about how to sell what you have and started focusing that energy on making something worth buying, then your power shifts back to a place where it can actually help you. As far as I can tell, this is a radical and revolutionary thing to do. And people might call you crazy.
It doesn't matter what business you're in. This can be an effective approach if you figure out how to make it your own.
The basic gist is to stand for something. You have to take a position and own it.
You can do this if you're a lawyer, a financial analyst, a massage therapist, a clown, it doesn't matter what your business is.
Standing for something means there will be people for whom what you do is NOT the right choice.
Despite the system training you to WANT to get picked, "not being right" for most people is a huge step in the right direction.