Overcoming Skepticism. Professional Copywriter Email Archive February 2019 2.

February 2019

Perhaps Your Biggest Copywriting Challenge

Yes, as direct response copywriters, we have plenty of challenges. You could name 12 right now. So could I.

But here’s the biggest enemy. Skepticism.

I’m not the first person to identify this ogre. Many a copywriter has written about skepticism. The late Herschell Gordon Lewis wrote extensively about overcoming skepticism.

Haven’t read much from HGL? You MUST read everything he wrote about writing copy. Some copywriters find him a tad “too precise” but HGL knew how to write. He also knew how to frighten the living daylights out of people through his horror movies. He called them “splatter flicks” and he was known, I’m told, as “The Godfather of Gore.”

But I digress.

I come across skepticism when I teach skiing. I won’t get technical here but my students are skeptical, at first.

The problem? 96% of ski students are not properly balanced over their skis. Their balance is back instead of right over the middle of the skis. My first goal is to help students stand correctly on their skis. To achieve this, I usually take away their poles.

This tactic only increases the level of skepticism. But within a few minutes, the skiers are right on top of their skis and they feel more in control. It works every time. Once they’re balanced correctly, it’s easier to turn and students are so much happier.

I work with some of the world’s top golf teachers. One of them told me, “I have to have something good happen in the first 20 minutes of the lesson or I’ve totally lost the student.”

Sometimes, my skiing students remain skeptical and that’s fine. I can’t get through to every skier I teach.

I have potential copywriting clients who are skeptical.

Just today, I was on the phone with a potential client and they clearly don’t fully believe I can help them. I’m not sure I want to work with them. It was our 4th conversation. My website, which you can see here, provides TONS of proof I can motivate people to try products and services.

I’ve helped my clients generate over $400 million in revenue over the last 5 years. They believed in me and they trusted me. They still trust me. I don't always get it right. But these clients know that direct marketing is a blood sport. There will be failure along with the successes.

You can overcome skepticism with proof.

Some people will respond positively. Some won’t.

I know I can write copy that transforms businesses and builds fortunes. Yes … the client must have other elements in place, and I’m not the only variable, but my clients have enjoyed success. Yours do/will as well.

Some people understand the power of direct response copy. Some never will. I focus on the people who “get it” and politely ignore everyone else.

All the best,

Scott Martin