Fourteen years ago I was a bouncer at the largest night club in Toronto.
Because of the sheer numbers of people we dealt with, the club had a reputation for hiring giant men to do security. Which makes perfect sense; if most of your bouncers look like ‘The Mountain’ from Game of Thrones, you’ve got yourself a compelling deterrent against would-be troublemakers.
Interestingly, our head of security was a relatively small Korean guy called Jung Ho.
At 5’8” and I’d guess 165 pounds, Jung was not very physically imposing…
But he could single-handedly clear out a room of roided-up college football players.
He generally didn’t get involved, but if he did, you understood pretty quickly why he was in charge.
You see, Jung had his own dojo. He was a master of a martial art called Hapkido. Hapkido is based on foot work, leverage, pressure points, and uses its opponent’s strength against him. In this way, Jung overcame his size disadvantage. In fact, the more you struggled, the more Jung was in control.
He was adept at steering natural forces.
That’s how I view copywriting.
Your prospects already have certain ways of thinking about their problems.
And specific words they’d use to describe them.
It’s the research you do that lets you hone in on and spotlight those key ideas, phrases, and emotions. As email marketing grand poobah Ben Settle says about the market intel you dig up: “Realize it’s energy coming at you.” The trick then, is to reflect back this energy in a way that causes them to perk up, listen, and understand their own problem (and hopefully your solution) so clearly they’re compelled to do something about it.
When they do, the sales dynamic is entirely different.
You’re in the driver’s seat, baby.
They’re putty in your hands, like drunk sophomores are to Jung Ho.
You can have great punches, kicks, or throws (i.e. great at what you do), but as long as you’re the aggressor (out there “pitching”, bleh), you’re working too hard, and you’re not seeing enough new greenbacks marching through the door each month.
If you’d like my help with becoming the black belt that skillfully parries market demand into new prospects or customers, you may enter The Muscle’s dojo by requesting your Free Brainstorm Call here:
Spot open for only 1 new client only this month – so if you’re interested, make haste.