One of the greatest marketing lessons I ever learned came from four simple words:
You get benefit now.
I first learned that idea from Jeffrey Lant’s book Cash Copy.
I believe almost everything you need to know about marketing could be distilled into those four words.
But there was another lesson buried in the book that has probably made me millions of dollars over the years.
He wrote:
Act like a leader, not an obsequious cringer.
“Act like a leader, not an obsequious cringer.”
That’s a memorable way of saying your job isn’t to convince people.
Your job is to lead them.
Back in 1997, I wrote a headline in my journal that became one of the most successful lead generators I’ve ever written:
“If you’re going to sell your house in the next six to twelve months, what you do right now could make a difference of thousands of dollars…”
That headline eventually became an ad offering a free booklet called “How to Sell Your House for Top Dollar - Fast”.
Thousands of homeowners requested it.
One of our agents, Arash, called someone who had downloaded the book and asked a simple question:
“What was it about the ad that caught your attention?”
Without hesitation she answered:
“I’m going to sell my house in the next year, and I saw there were some things I should be doing now. I wanted to know what they were.”
That’s it.
She quoted the strategy right back to him.
The ad didn’t persuade her.
It simply put words around the conversation she was already having in her own mind.
That’s what leadership looks like in marketing.
Not hype or pressure.
Just understanding exactly where someone is, showing them you understand, and leading them to the next logical step.
The best copy doesn’t push people.
It gives them confidence that you’ve been where they’re want to go…and you know the way.