Tony College recently threw a question my way that really got me thinking. He was curious about the top skills I've focused on developing that have truly made a difference in both my personal and professional life. After giving it some good thought, I realized it boils down to two key skills that are pretty much two sides of the same coin: copywriting and positioning.
Let's talk copywriting first. It's all about getting your message across in a way that not only grabs attention but also convinces people to part with their hard-earned cash for whatever it is you're offering. Sounds simple, right? Well, not exactly. The tricky part is remembering that, most of the time, people couldn't care less about what you're talking about. It's a tough pill to swallow, but it's true. You've got to channel that inner teenager who can't help but roll their eyes at pretty much everything. Because, let's face it, your prospects and your followers on social media have got a million other things they'd rather be doing.
The real challenge isn't just getting their attention; it's about making them want to stick around and hear what you've got to say. That's where the concept of the Most Wanted Response (MWR) comes into play. Every time you put something out there, you've got to be crystal clear about what you want your audience to do next. And it's not just about getting them to listen; it's about weaving them into the story you're telling and making them see the value in what you're offering. It's about making your message so compelling that they feel like they've got to drop everything – yes, even amidst the chaos of screaming kids, needy spouses, and community obligations – just to see what you've got to say.
Now, onto positioning. This is all about how you're seen in your field. Are you the go-to expert? The trusted advisor? Or just another face in the crowd? My aim has always been to position myself as the top dog – the person folks turn to when they want to up their game and take their business to the next level. This means constantly stepping back and looking at yourself from the outside, seeing how others might perceive you.
Every single thing you do plays into this. The way you present yourself at events, how you come across in videos or podcasts, and yes, even the tone of your emails. It all adds up to create a picture of who you are in the minds of your clients, potential clients, and peers.
So, there you have it. Over the years, I've picked up quite a few tricks of the trade, but when it comes down to it, mastering the art of copywriting and the science of positioning have been absolute game-changers for me. Let's make it a point to sharpen these skills as we tackle the week ahead.
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