“Why The Devil Really Is In The Details!”
by Craig Garber
Here's why you really should sweat the small stuff -- at least... the important small stuff.
According to the "Random House Dictionary of Popular Proverbs and Sayings" by Gregory Y. Titelman (Random House, New York, 1996), the saying "The Devil Is In The Details", is a variation of a quote made by French author, Gustave Flaubert (1821 - 1880).
Flaubert said (in French, of course) "God is in the details - Whatever one does should be done thoroughly -- details are important."
The thing is,
It's True!
It's the small details that transform "greatness"... into... true "excellence!"
Think about it: The people in the gym who train like machines, and keep their diet clean, 100% of the time, don't look 10% better than the same hard-working people who do it 90% of the time,
They Look... 10 TIMES Better!
Right?
So if you want your sales copy to be "excellent" and not simply "great"... assuming your copy's already good... the path to excellence travels across these small details.
For example, in a few different places on this website, I list my contact information, like this:
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I've highlighted part of the text in yellow, because that's the part I want you to pay attention to.
It's the part that reads, "(that's just behind the Walgreen's on the corner of Nob Hill and Sunrise)".
Not a big deal -- just tells you more specific details about where I'm located, right?
Wrong! Wrong! Wrong!
See, what this does, is... it makes you more "real" as a person. And don't kid yourself -- your prospects are buying YOU -- NOT your goods and services.
How effective is this?
Well, it's pretty damn effective. One client, told me the sole reason he hired me was because I was smart enough to include this little, seemingly insignificant, specific subtle detail.
I'll tell you exactly what he said, in fact: "I've hired literally every single copywriter out there, and few, if any... ever pay attention to ALL the little details, like you do.
I'm saying this NOT to brag about myself, but hoping you'll take away this very important message about, how... just like in the gym... and just like when you're cooking... it's these subtle, seemingly unnoticed small enhancements, that...
Will Take Your Marketing From Great... To Excellent!
And excellent marketing (meaning, marketing that makes your prospects buy)... lines your pockets with mucho dinero.
Here's another example:
The headline of this week's tip is:
“Why The Devil Really Is In The Details!”
Which is a LOT more compelling than,
“The Devil Really Is In The Details!”
Isn't it?
That's another instance of how subtle little changes, make all the difference in the world.
Oh, one more thing, and this is something you really can't find in the details: If you're not passionate about what you're selling... if you're not excited about what you're doing... or how you're doing it... or, if you don't feel great about the impact you're having on your customers or your clients lives... then you can sweat over all the small details in your sales copy, from now, until kindom come...
But You Still Won't Sell Very Much!
Because that's something your prospects will "sense" in you.
And even the best sales copy in the world can't make your prosepcts believe there's hope for a better tomorrow... unless... you're excited... about that... too!
P.S. Remember, when thinking about the small details:
"Little Hinges Swing Big Doors Open!"
See you next week.
And if you haven 't already done so, go ahead and click here right now to sign up for my FREE Tip Of The Week -- it's the Number One Direct-Response Marketing And Copywriting Newsletter for independent business-owners.
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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| “Craig Garber is America's top direct-response copywriter. Join the ranks of Garber's swelling list of global VIP's who subscribe to his unconventional weekly marketing moments, and discover how to dramatically boost your sales and improve the response to your sales copy, on his website at http://www.kingofcopy.com. Copyright © Craig Garber. All rights reserved.” |