This week’s mini series is on selling. But not any old selling, selling using words alone. That sounds like a big claim. Why? Because most of us have a strong need to sell whatever it is we’re in business to sell, and if someone comes along with a mini series claiming a) it’s possible to make sales using words, and b) it doesn’t need anything else, then it’s going to deliver the one thing we’re all looking for – hope.
That’s a long winded way of saying that if someone has a desire for something, then they will do anything to get it (obviously there are different rates of desire, but even the lowest level of desire has a certain amount of need attached, and all needs must be fulfilled).
There’s just one thing though. Everything is sold by words anyway. We invented words to make transactions easier. Without some kind of identifying process, the human species becomes lost.
We all know that the earliest form of writing was pictograms (drawings on cave walls being the evidence). We also know that the only animal that does this of its own volition are humans.
All animals share basic needs, and one of those is food. That need is attempted to be fulfilled as soon as it’s felt. Cause and effect: feel hunger, search for food, eat when found. The same for security: feel scared, search for shelter, shelter when found. And the same for companionship (or social belonging): feel lonely, look for friendly creatures, make friends.
The most successful animals find a way to stockpile some of these needs to make it easier to find in the future (the grey [gray – USA] squirrel for example). But there’s only one animal that does this no matter what the need (food, security, social, etc. and that’s humans).
The earliest humans did this through pictograms and word of mouth. But as we all know, over time we developed more and more complex systems, and so today everything has a label (noun) along with verbs to let us know how to follow the path, and adjectives to describe how easy or difficult that path may be.
Copywriting adds one more ingredient to this mix. Action. And that’s where we’ll pick this up in part 2. Are you ready for some action? Hold tight.