How To Be Certain In An Uncertain World [Copywriting Mindset]

It’s an interesting observation about certainty that it’s an expectation of a buyer and not a seller (or a taker and not a giver).

The irony is that neither buyer nor seller can be certain of anything (that’s life). Yet top sales people are ALWAYS certain. And the best of them will go out of their way to make that certainty happen.

Why? Alignment. If you’re not aligned with your buyers’ expectations, you’ll have a hard time selling to them.

Natural sales people don’t know this, it comes to them through experience. Their super power is the ability to learn faster than their peers. They don’t care about the mechanism, only the result.

And that’s great news for the rest of us, because it means we can learn how to do this too.

But let’s talk about ethics first. To be certain of something without being certain takes a leap of faith. “The sun not rising is unlikely, therefore we’ll figure out now what we’re going to do in the morning.”.

Compare this with “don’t worry about the sun rising, this will do what you want…”. One is honest, the other isn’t. And only one wins long term.

People are reasonable (at heart). It just takes the right words to allow them to see that. We all know nothing is certain, so to align perfectly with someone means accepting uncertainty.

It’s only when we do that, we become free. Will you ever make it as a copywriter? Who knows. You may get bored. You may wake up one day and say “this is all just too hard”, and that’s fine, there are plenty of jobs if you’re happy to do the things others don’t want to do.

Or you can BE the copywriter and write copy. It’s a choice, and if there’s one thing you can be certain of, right now, you have that choice. “To write, or not to write, that is the question”



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