Motion Beats Meditation

Funny thing.  After writing the last post, I wasn't sure what direction to take.  Then I had an idea, and put it to my subconscious to write while I slept.  By midday today, I couldn't even remember what my idea had been.  So much for my subconscious.

Just write the thing.

Remember that?  That was the title of an old post here.  Followed by the "Beat Writer's Block..." post.  Well, those two make a powerful one-two punch.  When the time came (another trick), I sat myself down and just wrote.  On the clock. 

The headline today was a favorite saying of Gary Halbert.  The late great.  It just came to me as I sat down to write.  Not to put down meditation.  But then, real meditation is a lot of work.  You're not just there vegging out.  There is focused intention of will.  A kind of motion in stillness.

But we're here to talk about copywriting.  And ultimately, to make you money. 

I was recalling today an experience of mine.  When I was working on my masters degree in New York, I saw an opportunity to make a little money.  Performance based; my favorite.  It involved calling people who had given money to the school.  Or who might want to.  Or anyone with a phone.  And I was great at it.

I went all out, pulled any books I could find on cold-calling, etc.  But there was a dark side to my success.

All the energy I put into it – it was a real gun-to-the-head approach – was pushing me over the edge.  Those of you in sales may know someone like this.  Maybe he's a top producer... but extremely high maintenance. 

Well, I wasn't the top producer for the telethon; the girl calling for the business school got that honor.  But then, I was calling penniless musicians.  Squeezin' 'em.  I got a call later saying the board couldn't believe how much money was raised for that music school.  And, unlike other years, I was there calling alone. 

But what a price.  I was a mess. 

If you haven't seen this phenomenon, I'll point you to a couple.  Gary Halbert for example.

There's a guy who really lived.  On the edge.  And a great, great copywriter. 

And this may be the most important lesson I've shared yet.  One that I keep learning, from the masters, and from my experience.

The most important thing in salesmanship – live, in print, what have you – is that ferocious energy.  The primal, animalistic drive.  There was never a question on those calls that that day would be my best ever.  Of course, when it wasn't (most of the time), I became a frazzled wreck. 

What can I say.  I thrive on pressure.

Forget everything else.  All the rules.  All the tactics and strategies.  If you can harness this energy, what Carlton calls "gun to the head" writing, where you lay everthing out on the line, you will find success.  And you'll damn sure know you're alive.

Just get a good lawyer.

To your Copywriting Mastery,

Sheridan