If you’re any kind of real entrepreneur, then you realize that just telling the customer what to do just won’t work. The customer doesn’t care what it is. They only care what it can do for them.
So a lot of businesses do this wrong all the time. Let’s face it, you’re an entrepreneur, not a sales copy writer. And if you were the inventor of the item then you probably no idea how to market the product.
Yet, most businesses enter a fire fight with a bb gun.
That’s how a lot of businesses fail out of the gate. They never had the ammunition to win. They just went into battle without the tools it takes to win. And as a consequence, the big sharks with their big money swallow the new business and cannibalize the business owner back into their own organization.
All the hope of freedom is taken away, and the business owner is forced back into servitude to acquiesce and plot his next attempt at freedom.
So what do you do?
You find the right ammunition, and you go into the fight prepared. You don’t go into the fire fight with a bb gun. You go in with a laser gun and mow people down left and right.
So if you’re just a business owner and you don’t know how to be a word smith. You’re better off learning the skill or hiring someone who does.
I have to admit that it’s totally possible to get the skill, but to be honest; it’s also a skill that takes years to master and understand.
Then there’s the money it takes to train with the best and get your skill level to at least a percent of theirs (the giants of copywriting can do things even I can’t do).
AS I sit here I watch a commercial for a major network’s TV advertising spots. Make no mistake; you are being programmed to make bad advertising.
Everything you’ve been taught about advertising is wrong, and ever thing you’ve ever seen on TV is wrong. It works for big companies because they have a lot of money.
Imagine 1000 rubber balls fired from a cannon. What do you think that would do a person?
Now imagine 1000 rubber balls fired form a catapult. Do you think that has the same impact?
Probably not. So the velocity is accounted for by money in this case. They’ve got cannon (lots of money) and you’ve got a catapult (not as much money).
If you do have money, you still have a problem. Your message meets a lot of people, but it’s not necessarily effective.
You can’t fight the big businesses using their tactics; you have to be the smart fighter. You have to have accurate weapons, and you have to be ready to target and understand smaller markets.
The right message to the right market it the way you can win. You’re not a machine gun; you’re a guerrilla marketer with a sniper weapon.
A good copywriter is your sniper. He or she knows where to fire the shot, and where to aim to get the job done.
A copywriter doesn’t cost you money, because they make it for you. They pay for themselves and then pay you as well.
A copywriter (a good one) is not a luxury, they are a necessity. Don’t spare the expenses when you have something to sell, properly armed yourself with the right ammunition, and you’ll do well.