Here’s some irony:
The late, great “world’s most feared negotiator” Jim Camp — who routinely had his fingers in multiple billion dollar deals simultaneously — was not a “copywriter.” In fact, when I had a chance to be on a call with him many years ago, I distinctly remember him saying how fascinated he was with copywriting because he didn’t understand it or really know what it was. And yet, if you read his books, listen to his teachings, etc, you quickly realize he was one of the greatest copywriting minds who ever lived.
Case in point:
One thing he taught was chaos indecision creates.
People absolutely cannot handle indecision, things left hanging, non-closure.
It can create a lot of stress, irritation, and sometimes even pain for people.
And one reason he would never allow a “maybe” in his negotiations (either yes or no, to getting to the next step in the process — he didn’t tolerate maybes) is not as some double top secret copywriter ninja technique… but because he understood the principle of indecision being the worst outcome for any kind of sale.
Nobody benefits from a maybe.
Not the client, not the copywriter, not the lead/customer.
A No absolutely can benefit everyone.
And so can a yes.
But a “maybe?”
Waste of time.
Something to think about.
Especially if you choose to use my Email Players methodology.
More on that here:
Ben Settle
