It took me a long time to realize that a big secret to success is simply being willing to do the things that others won’t do.
Case in point…
A few of the coaches in our Copy Accelerator program recently mentioned that a number of the copywriters in our group were skipping the “research” portion when writing copy.
So this means, instead of digging in and truly understanding the customer…
They were starting with writing an email…
Or a sales letter…
When I heard this, I was not very happy.
Because Stefan and I have gone over research many, many times in our group.
We drill it into people’s heads.
However, some people still weren’t doing it.
Why?
Well I don’t know for sure…
But I’d bet a big part of it is that research can be boring for a lot of copywriters.
It’s not fun.
And it can be tedious.
So they simply skip it.
And they convince themselves that they “know the market”.
Which I get…
But that kind of ties in with what I said at the beginning of this email.
Being successful is about being willing to do the things that others won’t do.
And with copywriting, that means research.
Yes, research can be tedious.
Yes, it can be boring…
But guess what?
All of the best copywriters are “research nuts”.
I’m talking about the Stefan Georgi’s, Gary Bencivenga’s and Carline Anglade Cole’s of the world.
They research like crazy.
And they’ll have 40+ pages worth of insights into their buyer before they write a word of copy.
Why?
Because they know that research is crucial to writing copy that connects on a deep level.
They’re not doing it cause it’s fun…
They’re doing it cause it works.
And they’re willing to do what most copywriters won’t do.
Which is a big reason why they’re the best in the world.
So the big takeaway from this is simple…
Be willing to do the things that other people won’t do.
If you can do that…
And do it consistently…
You’ll be far, far ahead of everyone else.
Make sense?
I hope so…
Cause that’s all I got for today.
Enjoy your Tuesday,
– Justin
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