Ever been downright addicted to words that you can’t put down the book or article or any other medium for the words you’re reading?
How about with music?
Have you ever been so addicted to certain songs that you learn everything you can about the lyrics, meanings, chord changes, licks, riffs, the list goes on?
There’s a reason this happens.
And it’s a reason you can apply to your copywriting to make more sales, create more influence, and grow a raving fan base.
The reason?
Craftsmanship.
Checky:
I first read about this “skill” from the great Ben Settle, who picked it up in a Steve Jobs biography. Love or hate Apple, there is no denying that they make incredible products. No, there not as good or revolutionary as they once were. But Steve Jobs has been dead for a while.
Anyway, what do I mean by craftsmanship?
Well, here’s the abridged version of the story Ben told from Jobs’s biography:
Jobs’s dad was a craftsman. He built custom cabinets and was a master at it. When a young Steve Jobs asked his dad why he puts so much detail into the back cabinet—the part of the cabinet nobody sees—and uses the most expensive wood when he could make more moolah by using cheaper wood and not paying as much attention to it since nobody will see it.
Jobs’s dad’s answer?
That undermines the craftsmanship he put into it! Nobody seeing it is what makes it a true craft.
Another related story:
I’ve chatted about Goose a few times as of recent. They’re the indie groove jam band I love. And within their jams, different players will “tease” licks from another song. This is something that 90% of the audience misses, but the 10% who don’t miss it feel like they’ve just found an easter egg.
(Movies, particularly comic book movies, are great at this.)
And so it is with your emails.
Nobody will see all the research, studying, and crafting you did.
But that’s what makes great copy stand out from ChatGPT copy.
Anywho:
Need help making your emails look nothing like the soulless ChatGPT drivel?
Hit reply, and let’s find a time to connect and chat.
John
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