Ain't Too Proud To Beg, Sweet Darling
Dear Friend,
Think back to that first day you officially "decided" to start working for yourself.
Remember how proud you felt?
Now see if any of this rings a bell: In 1974 the Rolling Stones released "It's Only Rock 'N' Roll", long-since recognized as one of their best albums ever.
The album ultimately hit number 17 on the U.S. Charts on the strength of many songs, including a remake of the Temptations 1966 hit song, "Ain't Too Proud To Beg."
Unfortunately, too many entrepreneurs aren't too proud to beg -- and you wind up paying a HUGE price for being "too proud".
Here's what happens: During the course of my sales copy reviews -- http://www.kingofcopy.com/salescopyreview -- a common problem I'm constantly telling people to eliminate is their "pride" factor.
Meaning, talking about things in your sales copy like your company "mission statement"... your "ethos"... and your "philosophy." You know, all the things you spent hours trying to think through, painstakingly changing one word after another, until every little bit of minutia was worked out "just right," to reflect exactly "who you are" and "what your business represents".
Listen, let me break the news to you about all this, in case you're still in denial over it:
Your Prospects Could Care Less!
See, I know how important you feel all this stuff is (heck, I remember actually kissing the floor of my office, when I first went into business for myself years ago), but truly, NO ONE -- except maybe your spouse (if you've got a good one) and the printer who you're paying to print up all the garbage you're sending out with your "philosophy" stamped all over it -- cares about you or your company.
They don't even care about your product.
It's true!
Remember, ALL they care about is what you can do for them.
So spend your time talking about THAT in your sales copy, and leave your pride and all the other dreck for the MD&A section (Management's Discussion and Analysis) of Annual Corporate Reports.
And besides, if you're doing this right, my gut tells me you'll be pretty darn "proud" of yourself making all those deposits down at the bank anyway.
Now go sell something,
Craig Garber
Any comments?
Send them to me by scooting over to the contact form on my "Here's How To Contact Craig" page, and maybe I'll publish them -- I appreciate your feedback!
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