“How To Write Killer Compelling
Sales Copy... By Doing Nothing!”

by Craig Garber

A few weeks ago I ran in my first 5K race, which is about 3.1 miles long.

I actually finished in about the time I thought I would -- 31 minutes and 58 seconds.

Not bad for a 40 year-old guy running in 90 degree heat, and on 2 knees that are about as stable as a few decks of playing cards stacked up a foot-and-a-half high.

And especially since I didn't even start running until a few months ago.

One thing about running though, or any physical conditioning for that matter -- you can't overtrain or else your body starts feeling the effects of...

“The Law Of Diminishing Returns”

The Law of Diminishing Returns is actually an econimic theory that was developed in 1798 by Thomas Malthus, a political economist concerned about what he believed, was the decline of living conditions in nineteenth century England.

Basically, this theory says if one factor of production keeps being increased while all the others are being held constant... your overall returns will go up at first... but ultimately, will decrease after a certain point.

The law was originally developed in response to studying agricultural production, so let me show you what I mean.

Let's say you keep adding more and more laborers to harvest your wheat field. 

Now of course, growing up in the Bronx, as you'd imagine... I know squat about harvesting wheat.  In fact, I don't even know if I've ever seen wheat (outside of my cereal box that is).  But... even I know this:

In the beginning, you're obviously going to get better production:

• 2 workers can harvest more than 1 worker...

• 3 workers can harvest more than 2 workers...

• And 4 workers can harvest more than 3 workers.

At some point in time though, each additional worker is going to add relatively less to your outcome, than his predecessor did... simply because he has less and less of the fixed amount of land to work with.

Make sense?

This law, first thought to apply only to agriculture, was later accepted as an economic theory that applies to all kinds of productive enterprises...

Including writing your sales copy.

Listen, writing good copy isn't easy -- for anyone -- regardless of what level you're at.

But I'm going to let you in on a little secret to making your copy as fresh and compelling as possible, and... it's also a sure-fire way for you to completely avoid letting "The Law Of Diminishing Returns" screw up your sales pitch.

Here's the secret to getting all you can out of all you've got:

Sometimes, it's good... to NOT finish your project!

Why? 

Simple.  Because just like a fresh cup of coffee needs time to brew... and time to percolate until it's "just right", without "forcing" it...

Your Copy Needs Time To Brew
And Then Settle As Well...
Without Forcing It Either!

And one of the best ways to let your copy settle, is just that:  Let your copy settle.

“Do Nothing”

After a hard day or two (or more) of writing furiously on-and-off, you've got to take a "breather" for a day or so.

Lay off, and leave it alone.

Going at it over-and-over again without stopping for a day or so, puts you too close to your writing... it removes your objectivity... and trust me on this one, you're definitely going to subject your copy to "The Law Of Diminishing Returns".

So once you've "had it" with writing and you're completely shot...

Give It A Break!

Continuing to hammer away at it, is only going to make you less effective.

This way... once you come back to your copy, you're filled with a new energy and a fresh outlook and perspective you didn't have before.

And this lets you attack whatever's on your plate with an intense passion and a laser-sharp precision you'd never have had without your break.

So relax after you've done your fair share of work.  Take some "me" time.

Your mind will enjoy it... your body will appreciate it... and if you're on top of your game, you'll make loads more money because your sales pitch will end up being a lot stronger... more specific... and more compelling.

Till next week.

P.S.  Next week I'd like to ask you for some help with a little project I've been invited to participate in.  It's important, and I'd really appreciate your contribution.

Do you find taking a break is good for the quality of your work or the quality of your life?  Let me know. 

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!

You can reprint, or link to this article, or to any article on this web site, as long as you include the following text-box:

“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.”

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