Few years ago when I was in the in the Google Ads for attorneys niche, one personal injury attorney opened up during his consultation:
“I was doing a million a year up until 2009. Then, my business took a major dip. I’m down 40%, and it’s all because of this internet thing. Having my picture on the back of the phone book isn’t doing squat for me anymore.”
No big mystery there.
That’s because it’s not 1995.
(Somewhere, a millennial was heard to say, “Tell me more of this phone book you speak of”.)
Believe it or not, in that particular niche I heard this A LOT. So many competent 45-65 year old lawyers are mystified by Google’s new world order. They sit around the clubhouse sipping Rob Roy’s and reminisce about the ‘good old days’ before the internet.
Let’s face it…
The times, they are a changing.
These were highly successful professionals whose businesses tanked because they didn’t change with them.
To my point:
If your ads/emails/sales pages aren’t converting like they used to, there’s a reason. Copy that worked 10 years ago might not have the same appeal today. Heck, ads that crushed in 2018 might not make the grade in 2020. In today’s click-baited, hyper-marketed, content-cluttered climate, your prospect is looking for reasons to quickly dismiss your offers.
This is a physiological response.
It’s the brain’s way of filtering out overload.
So if it’s not framed as new or unique in some way…well…
Next.
That’s where Yours Muscularly comes in.
What I do as a copywriter is tirelessly research everything about your product, put in into a stew, and let it boil until what emerges is both true AND fascinating – to paraphrase the original Mad Man and advertising legend David Ogilvie – so your offers get read and (hopefully) acted upon.
Unfortunately, you can’t hire me right now.
I’m all booked up for the next couple of months.
However, if you’d like to be one of the first to be notified when a spot opens up, enter your email at the top right to join my mailing list.
Bottom line, don’t hate the internet.
Instead, when the time comes…
Let’s have a Rob Roy, and chat about how you can use it to grow your business.
Happy Modernizing,
Conor Kelly