Today is my 42nd birthday. Here are 42 things I’ve learned. Business, relationships, and life:
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1. Write letters to your parents sharing your thoughts on your childhood, both angry and happy. Send the happy ones.
2. There is no such thing as being overdressed. There is only making other people feel under-dressed.
3. Don’t manage your own money unless you’ve trained your whole life to do so. Better to focus on making more money, while letting someone who has trained their whole life to do so manage what you make.
The Top 5 Mistakes Intermediate Copywriters Make Most Often
1. Trying to be funny. If you’re in the copy game, you are likely speaking on something your customer is VERY serious about. Less humor = you sounding MORE important
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2. Sounding too “hyped up”.
If you use too many exclamation points, then you won’t be able to make it POP when you need a big one. Limit yourself to 1 per page
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3. Describing scenarios that are TOO specific.
E.g. if selling a dating advice product to men, saying “Have you ever been at a bar and met a hot blonde, got her number, she was so into you… then she didn’t call back?”
Getting inside the head of your prospect is the *most* critical marketing skill.
Here's an unorthodox way to do it:
1/ I once heard Bob Pittman, founder of MTV, say “You cannot 'sell' anyone anything. You can only show them why your solution is the best fit for their problem”
2/ I thought this was the best explanation of marketing & copywriting I had ever heard.
Think of your prospect as sitting their with a big checklist of what they are looking for. Your job is to answer each concern.
Here’s the issue though:
3/ Unless you have their attention, you will never get so far as to ease their concerns.
And your customer is seeing about 4,000 ads a day.
Do you want people to pay attention when you have something to say? Or get more views and shares on your posts and videos?
I used to constantly struggle with this. I’d write what I thought was a great blog and no one would read it. Or I’d make a great video & no one would watch
2/ That all changed when I discovered a secret that master storytellers - the ones who win competitions for telling the best story - used to grab the attention of a crowd. I broke it down into 4 parts and now I use it just about everywhere
3/ I’m going to share it with you right now, the same formula I recently shared at Sean Stephenson’s speaker training event. Write it down - you’ll be able to use it in blogs, videos, Instagram posts, speeches, you name it