Tomorrow is September 1st and the “back to school” messages are everywhere. Here in Florida, many of the schools resume in mid-August, so my kids have been back in the groove for a couple of weeks now. And the homework they have been brining home looks very much like it did last Spring; similar exercises, math problems etc. Their teachers have them going back to the basics, re-doing, re-reading, so that they can refresh their skills and further develop them.
Every year it serves as a powerful reminder for me.
So staying true to that reminder, I have been doing a lot of reading this week about copywriting and marketing, a back to basics kind of thing. And in doing so, I came across my books and teachings from some of the true copywriting greats. (Still amazed at how Dan Kennedy is a true genius when it comes to using words to sell.)
Sometimes, no matter how advanced or experienced you are in your professional career (and especially if you are on the newer end), you need to take the time and just absorb. Soak it all in. Read, read and read some more.
You never know what nugget of information will lead to a whole new niche or approach – even a nugget you may have read years ago and are just re-visiting now.
As I re-read some books I read in past years, I was somewhat surprised by my own highlights, notes and underlines – entirely different parts than what I would pay attention to or what would speak to me now.
Here is a sampling of what I learned (or re-learned )from my most recent foray into the Land of Copywriting Masters:
- AIDA: Attention, Interest, Desire, Action
- You must be aware of and not afraid to address or bring up any and all issues, flaws, questions and objections to your service offering or product.
- Your service may be one that “anyone” or “everyone” in business can or will use, but anyone and everyone do not a target make. Try to speak to and please anyone and everyone, and no one will be your customer.
- Do the legwork before you write, then write without editing, then edit and strategize.
- No one is sitting around waiting for your copy – they are, however, sitting around waiting for their problem to be solved.
