I once read the Upwork profile of a guy (it was a few years ago, no idea if it’s still there) who called himself “Upwork’s only 8 figure copywriter”.
Apparently he’d written a video sales letter that pulled 8 figures in a single promotion, and thus the boast.
Now I have to give credit where credit’s due: this guy’s profile was SUPER impressive.
If even half of what he claimed was true (more on that in a moment), he had some serious marketing experience under his belt. He was name-dropping world-famous marketers … claiming experience in dozens of industries … and bragging about an impressive laundry list of copywriting skills.
Yet it struck me that, for all this so-called world-leading expertise, two big things had escaped him:
The first was that his profile was … boring.
I kid you not, almost every single line started with the word “I’ve”:
“I’ve done this. It was amazing. Oh, and I’ve done a bit of that. Made a lot of money there. And I’ve been praised by this guy. He thought I was the best.”
Again, they were all super cool things, no doubt.
But it sounded like I was sitting in some old guy’s sterile-smelling living room as he lectured me on how cool he used to be.
The point is this:
It’s always amused me — and I even make fun of this in my own Upwork profile — just how many copywriters devote their words to TELLING their prospects how good they are at persuading, instead of SHOWING them by actually doing it …
As for the second thing ‘Upwork’s only 8-figure copywriter’ missed?
Not only was his profile boring … but ironically, it was hard to believe.
Yes, one or two amazing claims would be impressive. But … a dozen?
Even if they were all true, why would someone truly world-class (at ANYTHING, not just copywriting) care so much about convincing prospects why they were so good, rather than forcing prospects to qualify themselves?
So here’s the second lesson:
More proof does NOT always make you more believable.
In fact, paradoxically, sometimes you need to give a little LESS proof if you want to convince someone to buy.
Because too much proof makes you look needy.
And customers HATE buying from needy people.
Hence my willingness to tell clients they’re not right for me, or to ask people to leave my email list if they’re not interested.
Speaking of which, let’s play a little game:
Right now there are two doors before you, Alice.
The first is marked ‘unsubscribe’, and leads to a peaceful life of mediocrity in your copy, your sales, and your business, with nobody hurling horribly useful daily tips at you.
You can find this door beneath my signature below.
As for the second door?
It leads to the safe, cozy confines of my ongoing instruction in the ways of copywriting. There’s warm soup on the table, a fire burning in the corner, and best of all, a fat, juicy discount on an upcoming product I will be launching very soon.
That door is here:
Make your choice wisely …