Heart hammering against my chest like a tiny angry imprisoned imp.
Heat rising through my face like a volcano preparing to burst.
Prickles on my arms and needles in my feet.
You’d think I was about to do a skydive or something, right?
I was about to…
…ask for something I wanted.
Isn’t it crazy? Something that presents no physical danger can produce a “your hair’s on fire” fight or flight reaction.
In this case, I was in an airport checking into my flight to Canada — and I asked if I could be upgraded to first class.
I explained that I was doing a thing where I asked for things, even if it’s scary. The woman behind the counter smiled at me and checked — but my flight was oversubscribed so the answer was no.
But guess what?
I felt pretty good anyway, because I’d asked for something, hadn’t got it — and the world didn’t end!
A funny thing happens when you ask for something you want.
Sometimes you get it.
Of course, sometimes you don’t… but you feel good anyway because you gave yourself that chance.
It’s scary, though. Most people won’t ask for what they want because it’s scary. They go without, and then feel resentful.
Business owners are the same.
It’s that hope marketing at work again: they put stuff out there hoping someone will see it and buy from them.
To get results, you need to start thinking about marketing and advertising differently. Your marketing must take the place of your best salesman — and if you don’t have any salesmen, your marketing has to be your salesman.
If you were talking to a prospective customer, what would you say to convince them to buy your product? That’s the job your marketing and advertising has to do.
Your marketing must put forward all your best arguments as to why someone should buy your product. It must clearly show your prospect what’s in it for them. And it needs to overcome all your prospect’s objections to buying. Then you must ask — strongly — for action.
I’d like you to ask yourself this every time you write a piece of sales and marketing copy:
What do I want my reader to do when they’ve finished reading?
If it’s not a specific action like pick up the phone and order, click through to a website, download a free report, or buy online, it’s a waste of your time and your reader’s.
Start with your homepage. What do you want your website visitor to do when they’ve finished reading your homepage? Does the copy on the page encourage them to do that? If not, start with the question above and rewrite it.
But don’t go crazy about it, it doesn’t have to be perfect…
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About the Author
Please do share any articles from this site in part or in full — as long as you leave all links intact, give credit to the author, and include a link to this website and the following bio. Vicky is a gin-quaffing, pole-dancing, trapeze-swinging copywriter who writes about the perils and joys of writing, velociraptor training, and running a small business. She writes this stuff on her websites vickyfraser.com and cookiesforbreakfast.co.uk. She’s the author of one book (with two more in utero) and teaches small business owners how to write copy that sells, and how to be more fecking interesting. You can follow her on Facebook, Instagram, Twitter, Pinterest, and LinkedIn.
PS Speaking of asking for things, are you coming on too strong? Find out tomorrow…