A Copywriter’s View: No Guts, No Glory!

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I’m sure most everyone has heard the saying, “No guts, no glory,” right? 

Well, just to be clear about my interpretation, so I can talk about it … it means this to me:

If you don’t risk, you don’t achieve.

In marketing, as in life, most business owners choose to ‘play it safe.’  The idea behind this notion, of course, is to walk the same path that’s already been forged.  It’s easier.

If something’s been done again and again (proven to work or not), most people most of the time are too timid or downright afraid of making a mistake to launch out on their own and …

Do Something Different & Daring!

As marketers, when we put on our ‘consumer hat,’ I think it’s easy to see how smart it is to be different, don’t you?

Think about it, when a technique is so overused as to become lifeless and dull, no one really listens anymore — they become desensitized or anesthetized (numb).

How many times have you heard or read the same ole, same ole copycat version of direct response techniques that they don’t even register on your mental screen anymore?  Despite what it says, here’s what you see, “blah, blah, blah, blah.”    

Dan Kennedy talks about business owners who defy conventional wisdom and DO things outside the norm, with amazing results.  In his examples, a restaurant and supermarket gave away thousands of dollars in merchandise, with a very high ROI.

And they didn’t even have to spend money on advertising.  Ooops, scratch that — you’ll think you don’t need a copywriter to write VERY different ads, letters and cards, oh my!

If you’re not a restaurant or supermarket, with food to give away (who doesn’t eat?) … or whether you do something else totally outlandish or at least unexpected — you gotta capture your prospect or customer’s attention.

Wake up!  Be different.  Do something that’ll counteract the numb. 

In order to get noticed, you MUST have guts.  Otherwise, you just lull your customers and prospects to sleep.

Here’s to guts & glory!

Carolyn

http://www.kickasscopywriter.com