Here's the first of many secrets to come...

Y'know how when you're writing for a product or a service or whatever it may be, you find yourself thinking about all the crappy things you've heard about it - the customer complaints, the 2-star reviews - and those negative voices end up influencing what you write?

Like - for example - when I worked at tech giant Intuit as the senior copywriter for QuickBooks, I had

1) never been a small business owner or in turn a prospective user of QB and

2) only really heard about the troubles users had with it. It didn't matter that QuickBooks had revolutionized accounting software and was actually extraordinarily easy to use.

So when it came time for me to write, say, a sales email for QuickBooks, I would often catch myself starting from a place of negativity. As in, "sure i'll try to sell this software but man are entrepreneurs struggling with it."

I had to STOP myself from thinking that way.

And I eventually had to stop myself from looking at 1-star reviews.

Because thinking about the naysayers and Negative Nellies in the room will NOT help you sell a product.

I don't care how much you hear about the importance of countering objections in your copy.

(And yes there is a time to counter objections. But don't worry about that out of the gate.)

When you sit down to start writing - here's the secret - write for the happiest prospect in the room. Write for the person who's excited about what you've got.

👉 Selling vegan makeup? Ignore all the crap you've heard about how it doesn't work like the other stuff. Sell that vegan makeup EXCLUSIVELY to the person who's most excited about vegan makeup.

👉 Selling a $297 live class that you've never even run before? Scan the crowd (in your mind) for the smiling, optimistic, clearly hopeful person who's making direct eye contact with you - and write your heart out for that person.

👉 Selling a used car? Get excited alongside the person who's saved up $5K and is finally buying themselves a car.

Most copywriters are jaded. I'm jaded AF.

BUT. We are NOT jaded when we write copy.

If you dig this copywriting secret, give a little BOOP to the button below, and I'll keep sending you tips, techniques, secrets and pizzazzifiers (i just made that up, obviously) until you go "Jo, I'm stuffed!" and decide to unsubscribe, with my luv and blessings upon your home.

~jo :)