Recently got this testimonial from leading coach, speaker, and podcaster Paul Reddick of Baseball Education Center:
“I’ve worked with various copywriters over the course of 20 years of being in business. Some were expensive, some highly recommended, others had sterling reputations, yet at every turn I was disappointed. It looked like they applied whatever cookie cutter sales system they had, and it would end up being this big pile of marketing hype and words.
Working with Conor has been a breath of fresh air. Not only has the entire process been professional from start to finish, but it quickly became obvious that he took the time to understand, I mean really understand our product, which caught me by surprise because I wasn’t used to it!
For anyone who is thinking about working with Conor, I suggest you get on the phone with him. You’ll have a different experience of a copywriter. I certainly did. And we’ll continue our professional relationship into the foreseeable future.”
This is interesting for a couple of reasons.
Paul said something in conversation after our first project together that stuck with me. Not only was it obvious to him that I’d spent a lot of time on the product (in this case a video), but in his previous experiences of copywriters, when looking over their work, he was always waiting for that moment when you realize they didn’t watch the training.
That statement kind of blew me away.
You’re writing a sales page, how are you not going to study the product you’re selling?
It’s a bit like when we were back in school and had to do a book report.
You know there were always those who’d try to skip the reading part, get the crib’s notes – or ‘borrow’ a classmate’s notes.
It depends on the product and how much content is in there, but if it’s an info product and I’m writing the copy, I usually go through it MULTIPLE times. And in various formats if I can (e.g. if it’s a book I try to get the audio version too). It’s the only way to know the material. It also lets me dig up a wealth of sales hooks and write dozens of badass bullet points that stomp all over a prospect’s indifference and get them leaning in, watering at the mouth and wanting to read more.
If you don’t put in this kind of effort, all that’s left is to follow a paint-by-numbers template or throw so much hype in there the ad becomes embarrassing to run.
Not saying I’m perfect.
But at least you can count on me bringing my A-game.
If you want copy that converts, there’s no two ways about it; you’ve got to shut the door to your room, turn up the Baroque classical music, and study your gluteus assimus off.
Them’s the breaks.
Or, you can legally and ethically “cheat”, and hire an honor roll student like me to geek out and write your book report for you. 🙂
Step 1 is booking your 15-minute no-fuss Free Brainstorm Call to see if we’re a fit.
Meet me after class here:
I’m booking projects three weeks out at the moment so best hurry if you’re interested.
Alright, that’s enough shenanigans for one day.