One way you can help your business is to create what Mutual Capital VC CEO Rick Sapio calls a ‘Catalysing Statement’.
It’s more than a sound bite. It’s the reason a business exists. It’s a single statement that gets everyone excited.
It pulls all the stakeholders together into a single mission. It talks to customers in such a powerful way, they will never buy another brand. “Because You’re Worth It”.
“A computer on every desktop” said Bill Gates when he announced his mission for Microsoft (and IBM told him he was wasting his time).
“I had a dream…” and millions wanted it too.
It’s all about a vision. It’s why the USA landed a man on the moon in less than 8 years using materials that hadn’t yet been invented.
It’s how you can start thinking about your vision. For me, it’s being number one in your customers’ eyes. “No one remembers who came second”.
Being number one for me, means caring more about your customers than any of your competitors. Do this and they will remain loyal.
One problem most of us suffer from is feeling undervalued (the V in the WEVL acronym – see https://www.facebook.com/groups/scienceofcopywriting/permalink/1001723616825243/).
It matters because the easiest way to sell our services is through value not cost.
We move our clients away from thinking about how much it will negatively affect their wallets, to how much it will positively affect their lives.
Both perspectives focus on the future, but only one of them is a winner. We survive only through hope, and hope comes from optimism (the most pessimistic people still have hope – even if it’s only hope that others will agree with them when they rain on our parade).
What exactly is value? Here are three factors.
The first and most important is time. If you aspire to become the world’s first trillionaire and you’re currently 20 years old with a life expectancy of 100, then you have 80 years left to do it.
That means you need to earn $1bn every month for the rest of your life. Our first thought is probably “that’s impossible”. That is where we go wrong.
We are conditioned to believe that some things are impossible. Why? Because it’s easier to make judgments that everyone agrees with (the wisdom of crowds). It’s an ego thing. If there’s one thing us humans are in love with, it’s being proved right (and doing it without wasting energy).
The second is quality. Commodities are cheap. The value of commodities will always be the lowest possible (they represent true market values).
Avoid commodity at all costs. Let your competitors become the commodities of your market. Let them do all the things everyone else does (it’s easy to be a commodity).
Focus your attention on quality and stand out. People always pay more for quality because that’s what they value.
The third is quantity (or volume): “size matters”, “buy one get one free”, “think big”, not to mention the counter (which is also about quantity/volume): “small is beautiful”, “big things come in small packages”, “from acorns to mighty oaks”.
We value bonuses when we’re not sold on the product. Bonuses are commodities (they’re given away free because they have no value – but most of us choose to ignore that – bonuses work for that reason, but they’re not necessary).
Apple’s “think different” sums value up perfectly, as does the most used slogan in advertising NEW.
Everything we put out in the world represents us, what we do, how we sound, what we stand for. I’ve said that often enough, but I know most people fail to act on it.
Being a pro copywriter means actively living out every part of that sentence. If you send out a pitch with spelling mistakes, typos or bad grammar, the recipient may spot it.
If they do, it will directly affect their response. It will also affect their image of you. Your position will be compromised (and probably forever with that prospect).
If they don’t, then it suggests they’re either ignorant, dyslexic or they don’t care. If the latter, then there’s a chance they will not care very much about you either.
It is for that reason that I strive for perfection. If something’s worth doing, then it’s worth doing the best. As Derek Sivers is always saying “if you can’t say hell yeah, say no”.
Think carefully about how you present your image to the world and it will repay you with interest.