It’s no different with me. I learned to write response-driven copy in part because I wanted to learn how to sell more stuff, but even more because I’m fascinated by the process of influence and action.
How can you craft a set of words or images, in print, on screen, on video or audio to move people through a psychological process that triggers a specific behavior?
That’s my real fascination. How can I inspire someone to start meditating, eating better, moving their body, embracing a calling, act in the face of uncertainty? And if there’s some way I can help them along this path, how can I show them the value of my assistance on a level that makes the decision to buy a mandate in their minds?
It’s like a giant psychological puzzle for me.
Insanely complex, one part craft, one part science, one part Hail Mary.
To help accelerate my learning, I’ve ended up studying many of the greatest copywriters and marketers in the world, dead and alive. If you look at my book shelf, you’ll see as many books from before 1950 as you will after.
I’ve also keyed in on the marketing and launch processes of the best marketers online. I subscribe to their newsletters and every time they launch a new solution, I track their processes from beginning to end. Often creating folders filled with screenshots, video and copy.
I don’t so much do this because I’m interested in what they’re selling (though, I occasionally do buy if the solution compels me). Rather I’m interested in zooming the lens out and examining the steps they’re taking to bring a solution to life and inspire people to buy.
I geek out over the seeming nonchalant copy and scripting (which is always anything but). Over the integrated use of video, audio, images and design to create a coherent, compelling and irresistible experience. One where you know you’re being sold something, but you’re also being provided such extraordinary value along the way, you treasure the process and feel empowered, understood and served, not manipulated.
Over the last few years, though, I’ve unsubscribed to many of those newsletters…
Reason being, it was just too much of the same thing. Same niche, same approach, same target market and essentially the same product. Innovation had more or less left the building.
But, over that same time, a few new thought-leaders have emerged who are really shaking things up. Pushing the envelope in a major way and making me think and learn again.
One of these is my friend, Marie Forleo.
We are very different people, but we both geek out over the same stuff. And she’s a great example of someone who’s pushing the marketing envelope from a place of genuine desire to serve and solve for a very specific community.
Right now, she’s a few days into the launch of her RHH B-School.
If you care at all about launching a product or service or building a business online, you need to go over there right now. Watch the first brief video, then sign up for the rest. Not because you intend to buy what she’s selling. You may or may not, that’s not why I’m sending you. But, because you will learn so much by watching what she’s doing with her marketing process.
You’ll see how she’s:
- Sequencing each step to create an intended state of mind and action
- Speaking to a very specific market segment that’s been horribly underserved
- Creating extraordinary educational content and giving it away
- Scripting powerhouse copy, where every word has an intended effect
- Creating a multi-sensory video, text and audio experience
- Integrating beautiful, high-touch design
- Incorporating direct and social proof
- Closing the deal ethically, yet powerfully
Watch what Marie’s doing and also ask yourself what she’s NOT doing and why. Take notes. And while you’re at it, you’ll also learn a ton from the educational content she’s created for the launch.
School is in session, and if you’re paying attention, you’ll be able to learn a ton just by taking notes.
[FTC Disclosure (because being transparent should be fun, dammit!) – You should always assume that pretty much every link on this blog is an affiliate link and that if you click it, find something you like and get it, I’m gonna make some serious money. Now, understand this, I’m not talking chump change, I’m talking a huge windfall in commissions, bling up the wazoo and all sorts of other free stuff. I may even be given a mansion and a yacht, though honestly I’d settle most of the time for some organic dark chocolate and clean socks. Oh, look, a squirrel…. K, I’m back. And if I mention a book or some other product, just assume I got a review copy of it gratis and that me getting it has completely biased everything I say. Because schwag is like a drug to me, put it in my hand and you own me, you’ve been warned (disclosure to the disclosure, that was a joke, or was it?). Huggies and butterflies. Oooooh, shiny…]
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