What’s being called “The Greatest Sporting Achievement EVER” happened last year.
If you don’t follow English football, then you might not know about it. So let me fill you in…
Basically, in our Premier League, you pretty much know who’s gonna win it at the start of each season. Well, it’s a toss up between 3 or 4 teams.
But there are certain teams you know for a fact will NEVER win it.
Not in a million years.
And Leicester City were one of them.
I mean, they only just avoided relegation the previous season.
So they went into last season as the favourites to get relegated.
In fact, they were the favourites to finish rock-bottom… Even below my team, Norwich (and that’s saying something…)
Anyway, to put it into perspective, the bookmakers made the Queen 1000/1 to release a song that won the Christmas number one.
And Leicester were 5000/1 to win the Premier League.
Let me put that in layman’s terms:
The Queen was 5 times more likely to release a hit song that reached number one, than Leicester were to win the league.
So, the big question…
How did they do it?
Quite simply, by being amazing at the basic things.
Sure, there were more “flash” teams in the league than Leicester. But those other teams didn’t do the basic stuff, such as being tactically disciplined, half as well as Leicester did.
And here’s the thing:
When it comes to being successful at something, no matter what it is, mastering the “basic” stuff is waaaay more important than getting all “flash” and trying to do more advanced things.
Which is why a lot of copywriters fail.
Instead of making sure they’ve got the basics nailed, they wanna learn all the “ninja” techniques.
They think it will give them Thor-like powers. They think it will make them the greatest copywriter in the world.
I remember hearing a story about Gary Halbert. Think it was Doberman Dan who said it, but can’t remember for sure.
Anyway, Gary went to this copywriting event. And everyone going had a choice to make…
You could either go to the “beginners” event.
Or you could go to the “advanced” one.
Now, if you don’t already know, Gary Halbert was one of the best copywriters around.
An absolute genius.
So it was kind of a given he’d go to the “advanced” event.
But guess what?
Instead, he went to the “beginners”. And he did this because he knew that if his copy wasn’t converting as highly as it could have been, it wouldn’t be because he didn’t know about some “advanced and ninja” tactic; it would be because he’d forgotten about one of the core basics of copywriting.
So having said that, what do I class as the core basics you need to master?
- Knowing your market and avatar…
- Understanding how to write headlines properly (I’ll attach an article I wrote about headlines at the bottom that will really help you)…
- How to move your prospects emotionally through storytelling…
- Realizing you can’t out-write a crap offer (so make sure you’re able to spot the difference between a good and a crap one… and if it needs changing, then make sure your client changes it)…
- How to ask for the sale (And here’s a big tip – don’t simply “ask” for it; TELL people what they need to do)…
- How to write in a conversational way that doesn’t sound robotic…
- Understanding that benefits are so much more important than features…
Is that everything?
But if you master these 7 things, then your copy’s gonna do pretty damn well.
PS- As promised, here’s the link to an article I wrote about headlines:
(And don’t just read it once. Study it. Make sure you drill it into your mind so it sticks like super-glue.)