Once I was asked to climb a 75 foot light pole to change some lightbulbs. One you’d find at a high school football stadium.
This wasn’t something our company did very often. Even my boss thought about refusing the job and dumping it off on some other contractor.
He had done it once before and hated every second of it.
But we had the safety gear and the supplies we needed to make it happen.
“Are you sure you want to do this?” he asked.
I did have to think about it a few times. Knowing (hoping) I wouldn’t be in this line of work for the rest of my life, I thought…
“Of course, I better do this. I’ll never have an opportunity to do something like this again without paying for it.”
So I got all strapped in to the safety cable and put my foot on the first step.
Halfway up more forearms and hammies were burning to the point where I wondered if I should call it quits, start back down, and take a defeat.
Before I finished that internal debate I was at the top and working on the light bulbs.
One of the hardest parts was dropping the rope down and hoisting up tools and light bulbs. A workout.
And we of course had to communicate by phone because we couldn’t yell loud enough to communicate effectively.
Many copywriters and entrepreneurs market like this.
You have attained a high level of knowledge about their subject. And gone through lots of pain and anguish to get good. That’s why people want to listen to you.
But in your marketing, you can’t stay up there. 75 feet above your potential customers. Using jargon. Going too deep into what you offer and how you can help. Not being clear enough that someone with little understanding of your service could understand what you do in an instant.
And you’re just yelling into the wind.
When I was up on that light pole we communicated by phone. And often, an entrepreneur may need a third party (like a phone) to help them get back down to their client’s level.
That’s the point of hiring a copywriter—they can help you distill your message down to its most basic and vivid benefits. And then communicate that in a persuasive way to your audience.
Need more copywriting tips from unlikely places? Climb on over to www.konradholdencopywriter.com.