I was once forwarded an email from a copywriting coach nattering on and on and on about how great a “writer” they are, and, presumably, that’s why you should listen to them.
Talent is all well and good.
That and a quarter will get you a gum ball, if nothing else.
But, you don’t have to be a great writer to make lots of sales.
In fact, I’m the first to admit I am not a great “writer.” (If you’ve seen my novels this is obvious — riddled with typos, grammar problems, you name it.)
But, luckily, I don’t need to be.
Because in my experience, what’s more important is the ability to create vision. If you can do that, your “writing” can be sub par and you’ll still have people scrambling to buy from you. This is straight from the late, great, master of negotiation Jim Camp — called the world’s most feared negotiator by his adversaries (including negotiators at Intel, who, I hear, have some of the toughest negotiators in the world). And, it’s something I’ve used for years to write long running ads in hyper competitive markets (like home business, self defense, golf, etc) overrun with better writers than me. It’s also how, for example, I showed one of my “Email Players” subscribers how to go from making $0 in December (the slowest month for his business) to doing over $100k in a December and almost double that by the end of the next month.
Had nothing to do with writing talent, it was simply creating vision the way I taught him.
Back to Jim Camp… his big teaching was:
“Vision drives decision.”
What that means is, until somebody has a vision and gets emotionally connected to your copy, they won’t make a decision to buy from you. They really can’t make a decision to buy because all decisions are made on emotion.
Yes, even the decision to be rational is an emotional decision…
Anyway, the trick ain’t becoming a great writer, which not everyone can learn.
It’s becoming great at creating vision, and sending the right offer to the right people, which anyone can learn.
And, on the internet, very rare.
To learn more about my not-all-that-mysterious email ways, go here: