I was once forwarded an email from a copywriting coach nattering on and on and on about how great a \u201cwriter\u201d they are, and, presumably, that’s why you should listen to them.<\/p>\n
Talent is all well and good.<\/p>\n
That and a quarter will get you a gum ball, if nothing else.<\/p>\n
But, you don’t have to be a great writer to make lots of sales.<\/p>\n
In fact, I\u2019m the first to admit I am not a great \u201cwriter.\u201d (If you\u2019ve seen my novels this is obvious \u2014 riddled with typos, grammar problems, you name it.)<\/p>\n
But, luckily, I don\u2019t need to be.<\/p>\n
Why?<\/p>\n
Because in my experience, what\u2019s more important is the ability to create vision. If you can do that, your \u201cwriting\u201d can be sub par and you\u2019ll still have people scrambling to buy from you. This is straight from the late, great, master of negotiation Jim Camp \u2014 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\u2019s something I\u2019ve 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\u2019s also how, for example, I showed one of my \u201cEmail Players\u201d 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.<\/p>\n
Had nothing to do with writing talent, it was simply creating vision the way I taught him.<\/p>\n
Back to Jim Camp\u2026 his big teaching was:<\/p>\n
“Vision drives decision.”<\/p>\n
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.<\/p>\n
Yes, even the decision to be rational is an emotional decision…<\/p>\n
Anyway, the trick ain\u2019t becoming a great writer, which not everyone can learn.<\/p>\n
It\u2019s becoming great at creating vision, and sending the right offer to the right people, which anyone can learn.<\/p>\n
Very simple.<\/p>\n
Very obvious.<\/p>\n
And, on the internet, very rare.<\/p>\n
To learn more about my not-all-that-mysterious email ways, go here:<\/p>\n