Finding the Right Fit. The importance difference between motivation and persuasion. Direct Response Copywriting Email Archive January 2019 2

January 2019

Finding the Right Fit

There’s a huge difference between persuading and motivating.

Many times, people will say to me, “your job is to persuade people to spend money” ... or something like that.

“Not true,” I say. “My job is to motivate potential customers to try a product or service.”

Persuasion is almost impossible. Persuasion is trying to change someone’s mind. It’s trying to sell a golf club to someone who likes quilting. It’s trying to sell a quilting course to a golfer. And so on.

Motivation is selling a golf club to a golfer. Motivation is selling a quilting course to someone who loves to quilt.

When someone really wants to know what I do as a direct response copywriter, I say …

Over here you have people who want or need something.

And over here, you have a product or service that helps people get what they want or need.

I let the people who want or need something know about the product or service.

Golfers need to know about a new driver.

Quilters need to know about a new quilting video.

There’s a definite similarity between the right match between product and customer … and client and direct response copywriter.

I’ve geared my entire website around attracting the right type of client and repelling the wrong type of client. You should do precisely the same with your site and all your communication(s). Here's a link to my site.

In a perfect world, you’ll find clients who genuinely understand your true value and the success you can bring. The people who see direct response copywriters as a commodity are doomed to failure. Let them fail. Maybe they will understand their mistake. I hope so. I don't want to see people fail.

The top direct marketers I know will pay properly for an outstanding direct response copywriter and take care of their copywriter(s).

There are other ways to determine if the fit is correct. It’s very individual.

When there’s a good fit, work really hard with that client. But when there’s a bad fit, get that client out of your world.

All the best,

Scott Martin