Four Weeks + One Goal = ROCK OUT WITH YOUR COPY OUT! (Part 2 Of 4)

Ok.  So in the first part of this series we've covered:

How to stand out from the noise.
Create a deeper level of rapport with your audience.
And create some sort of "call to action" (giving us a place to go – before boring people to tears with our evil little "pitch").  :)

Which to tell you the truth IS pretty evil if you're "pitching" anyone.  And to be honest with you, I wouldn't even use that word "pitch."  It scares me.  And you'll probably scare much of your audience too (and that's not good – unless it's halloween, of course).  :)

Which reminds me.  Remember those plastic little costumes we had when we were younger?  I think that's why I wanted to be Batman when I grew up.  LOL!

Ok, that's another post.

So here's the first step to ROCKING OUT WITH YOUR COPY OUT this week.

STEP 1 – ELIMINATE ALL WORDS & PHRASES THAT PEAK OUR B.S. FACTOR.

When I asked a few people on Twitter this, explaining how the over-using the word "success" just seems like nails on a chalkboard to me… other people also mentioned the words like:

"Robust," "engage" and "deliverables" by @beautsimple.

"Innovator" by @sheneeh.

And I mean, there's a ton, huh?  Have anything you'd like to add to that?  Did we get them all?

In other words, you really need to look and eliminate those words or phrases that perk up someone's B.S. factor and for lack of a better word is just so plane.  Boring.  And non-descriptive of who you really are and what you're really here to do.

Why?

Because we're just so overwhelmed these days with mundanity that it's just like…

Once we feel like we're being sold some over-top-promises a lot of people's brains just shut down.  So go through your copy. And eliminate any words that give you a sense of like, "OMG… this sounds like every other BS type of program I bought into that doesn't work."

Does that make sense?

STEP 2 – KNOW WHAT MAKES YOU DIFFERENT (AND OWN IT LIKE A PAIR OF GUCCI SLIPPERS)!

Do they even make Gucci slippers?  Anywho…

Whenever I take on new clients, this seems to be a pretty important thing for people to get.  In short you need to really go deep into why you're different than all of the other people out there that does what you do.

To the point where someone might say, "OMG… you're the man (or woman)!  I've never seen something like this before."

But again, you don't have to wear the green mohawk, grow a beard like ZZ Top (which reminds me of some random lady I saw the other day – bad I know), or go join the "Peace Core" when everyone around knows it's not you.

So here's a great exercise.  Go ahead and Google what it is you do.

Now pull up 5-10 different people in that field or professional.  If you're really crazy, go ahead and search 50-100 other people (and please don't be one of those people that says, "Oh no one does what I do on the planet"). Because, listen… there has to be someone out there that does what you do – but just not the way you do it (which is what we call your "Secret Sauce"). Mmmmm… I'm getting hungry already.  But…

Now you can't stop there.  Ask yourself, "Why would someone choose me over them?  Is my product or service really that different?  How can I communicate that to my audience?"

Making sense so far?

Great!

Now look at it from the perspective of your audience.  How do they benefit from your experience and how different you are from everyone else?  And what is it that you can do for them that no one else can?  What's "your thing?"

Now communicate that to us in words.  Put in in your website somewhere.  Put it in your F.A.Q. section.  Add a section to your website that says, "Why We're Da Bomb!"  Or start a section called "Here's Why People Send Us Flowers."

Whatever!

Just slap us in the face with it!  Make us love you.  Support you.  Get behind and fight for everything it is that you do.

STEP 3 – GO PSYCHO-OLOGIST ON SOMEONE!

How?

Find what their struggling with.  Find their deepest fear.  Find their biggest frustration.

You can do this any number of ways.  Send them a survey at Kwik Survey's (it's free).  Or if that feels a bit weird, just ask people. Call them.  Talk to them.  Whatever you need to do to get that kind of information from the people you're marketing to, it's going to serve as invaluable data (to help steer your super marketing vessel across unchartered territory).

Here's why.

I gave this example to everyone in my live first workshop I put on a few weeks back.  One of my previous clients was a "Business Consultant" who works with turning around businesses and… I was quite alarmed to find that some of the biggest fears and frustration of his clients were:

Fear of the competition taking the lead – without them even knowing it.
Fear of making the wrong decisions.
Fear of not doing well enough, to the point where they have to let go some of their employees.
Fear of "letting someone else in" to discover certain trade secrets, then working with (or selling it) to the competition.

Pretty powerful stuff, huh?  So what do you do with it?

I'll go into more detail next week on part 3 of 4 – sorry I had to put in the cliff hanger.  :)

But seriously, does this help?  Make sense?

Or are you lost?  Confused?  Happy?  Sad?  Or need to feed your dog (like I do)?

Please feel free to leave your comment below – I make sure to answer each and every one.

QUESTION: Do you love your business, but know you shouldn't be the one writing for it? Or perhaps you may even feel you could ruin the reputation you've spent so long in building?  Heck… maybe it's just sucking up way too much time away from doing the more important things that need to get done… and to top it off, you're way too embarrassed to even share it, because you know it doesn't accurately represent who you are (and what your business is about)?

If any of that sounds familiar, click here.  Let's talk!

Besides that, if you haven't already done so, you can signup for free updates and get a chance to win a 30 Minute Strategic Copy Review Session (monthly drawing).  Receive s pecial "newsletter-only" sales, events and…  learn t he inside secret to why Bailey's paws smell like Tostitos (HINT: I'm just as fascinated as you are). LOL!  :)

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Before starting thekickasscopywriter.com as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help other businesses like yours thrive, I simplify crazy ideas into words that sell (without the UNsell).

**Oh and any typos or grammatical errors are "my personal gift to you" – as I purposely do that to see if you're paying attention.**