Thought I would take a quick break from reviewing sales copy to share some thoughts that will hopefully be helpful to you in your pursuit of new business.
(OK, truth be told, I actually just got back from the gym and I’m procrastinating since it’s 10:30 already, but I was reviewing copy at 11:00 last night, and besides, writing you is far more fun.)
Anyway, there I was last night reading through a bunch of copy for my coaching clients, and I found that I was getting terribly…bored.
So I put down what I was reading and picked up something different…landing page copy that a client sent.
Same thing. Less than a third of the way through it, I WAS BORED.
Not to be cruel, but if I hadn’t been getting paid to read it, I doubt I would have lasted more than three sentences.
OK, so now I had a choice. I could either go to the home theater and watch “House” with Marian, or I could soldier on. Personally, I think that House has jumped the shark, so I kept reading. (However if it had been “Dexter”…so much for copy review.)
Anyway, more reading copy. Mark’s getting sleepier and sleepier. This obviously isn’t working.
So what I decided to do was try to figure out why I was so bored. Being the process oriented guy that I am, I shuffled Sam and Bailey off the desk (the two most productivity-inhibiting felines that have ever lived) and put 5 of the pieces that I had been attempting to read side by side.
What was wrong with them? Why didn’t they make me curious to learn more? Why didn’t I want to take action? Why did they just make me…not care?
And I came up with the answer.
It’s the reason why a LOT of sales letters, emails, free reports, landing pages and follow up messages don’t get the response that the writer wants.
It’s a fundamental reason why so many marketing campaigns fail.
And I’m going to share the answer tomorrow in my monthly Inner Circle program.
I’d love to send it to you, so if your not a member sign up here.
Talk soon,
Mark