SUBJECT: Lesson #8 - Ice to an Eskimo, Sand to an Arab

{!firstname_fix}

We all know the clichés about the amazing feats of the best
salespeople, likened to being able to sell ice to Eskimos and
sand to Arabs. As a copywriter, you are, whether you like it or
not, a salesperson. 

Some people may not like the implications of that. After all,
doesn’t your heart sink when a salesperson appears on your
doorstep? Don’t you perform a quick detour like a pro footballer
avoiding a tackle whenever a salesperson heads your way in the
mall?

Copywriters need to feel comfortable with what they are doing.
This is crucial if you are to produce your best copy. Remember
that selling is just about the oldest profession on the planet
(there is one supposedly older, also vaguely sales-related). Get
rid of all the salespeople and everything stops. Stores close
down and trade disappears, locally, nationally, globally.

Copywriters are part of a noble profession without which the
world could not operate. 

You need to want to sell ice to Eskimos to be a copywriter. You
can’t judge the rights or wrongs of the issue. It is not your
job to decide whether anyone truly needs what you are promoting;
you just need to promote it when asked to do so. Look around
your home and count the items you truly need to have in there to
survive. There won’t be much.

To write effective copy, you must be passionate about selling,
not just writing. Passion is the key that unlocks the door
through to that VIP lounge where only the top copywriters get to
chill out after a job well done (and well paid). 

You must have met a salesperson who made you feel enthusiastic
about a product you never knew you wanted. That’s the effect
your writing must have. Equally, you will have no doubt
encountered the opposite type who approaches you with the sale
already lost in their mind. It’s in their expression, their
gait, their voice. Be mindful that it is possible to inject all
those negative elements into the written word. If you sit down
to a copywriting project feeling bored by the whole prospect,
then you are doing your client and your talent a huge disservice.

The brief may not be terribly exciting for you personally, but
you can overcome this in various ways:

• See it as a professional challenge, and derive your excitement
  from that.

• Embrace the subject without prejudgment. You may find that what
  you thought would be boring may turn out to be quite fascinating.
  It happens more than you might think.

• Enjoy learning about something new. This is a joy in itself.

• Gain satisfaction in knowing your client will be happy.

• Know you are doing your personal best, and enjoy the feeling
  that gives. 

As much as you should strive for this ultimate passion in your
copywriting, you must always remember that the ice-to-Eskimo
analogy defines a mythical pinnacle of success that actually
doesn’t stand up to scrutiny. Supposing you did sell an Eskimo
some ice, once his friends and relatives had roundly called him
a moron and pointed out all the white stuff in his environs,
that would put paid to any repeat business. 

The point is not to get too caught up in the big money talk too
soon. It’s easy that way to become dissatisfied with your own
achievements, which may in reality be pretty substantial. 


To Your Success,
YOUR NAME
YOUR LINK