Recently, I was forwarded an email from a copywriting coach talking about how great a “writer” they are, and, presumably, that’s why you should listen to them.
Talent is all well and good, that an 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.
Why?
Because in my experience, what’s more important is the ability to create vision. If you can do that, your “writing” can be below average 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. 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, which anyone can learn.
And, guess what?
In the October “Email Players” issue, I’m including a bonus training that explains how to create vision in your emails, sales letters, social media, videos, or any other media you use, with no writing talent necessary.
Vision is the key to the whole game.
And, hardly anyone does it, much less can teach it.
Here’s where to subscribe before it goes to the printer:
Ben Settle
