Yesterday at the Y...

I have passing scores for the Navy SEAL fitness test.  But just passing.  So now I'm on a program to get those numbers up.  This is my last year to join, and while I've decided not to, I don't want there to be any doubt as to whether I could have.

So you'll find me working out about two hours a day.

After a few hundred push ups, sit ups, plus my pull ups program, it was time to hit the pool.  For those of you who've never swum laps, I can tell you it's important to keep the lanes clear.  Beyond the protecting the egos of the swimmers – who can get pretty riled when your 10 year old daughter wanders into their path – people can actually get hurt. 

And the lifeguards are always out to lunch.

The other day, in fact, an inattentive mother let her toddler (very cute, barely toddling) perch herself on the edge of 5 feet of water.  Apparently the lifeguard saw no problem.  I finished my lap and looked up.  Took my goggles off and stared in amazement. 

Both the toddler and the 10 year old girl made it out ok.  (The 10 year old was lucky the guy saw her.  He was sprinting.) 

But it's still a hazard.  Every time I use the outdoor pool there is a problem.

The swimmers, on the other hand...

We generally get along.  We understand competition for resources and share lanes.  For example, I am practicing the combat swimmers stroke for time (part of the SEALS test) – a modified sidestroke.  Wearing goggles, I pay attention that I stay on my side of the lane and time my kicks so I don't catch anyone in the face. 

This is key.

Then there are a few showboaters.

Some clown shows up, dives in and starts swimming laps.  With people in the lane, this shows no understanding of protocol.  As he's crashing down and back – the guy's throwing water up 5 feet or so – he occasionally pulls his head out of the water to see where he's going. 

I shrug, and back to work.  Then, it happens.

We were swimming opposite when he manages to reach over the median and spear me right in the eye.  Not cool. 

How does it go?  Something about "it's all fun and games..."?

So I discovered another function for goggles.  On the return, he said he 'thought' he'd tagged me.  Fair enough.  I thought of 'tagging' him.  I instead said "that's why we wear goggles: so we can see".  He left shortly after. 

“Do you think,” he whispered, “there’s a crisis in copywriting right now?”

I follow John Carlton's blog, and this question was put to him by Jeff Walker in the last couple of weeks.  It seems there are a number of copywriters who've learned to talk their way into big gigs.  Guys who show up and dive in, without checking in with the other swimmers.

They splash a lot, but they don't get results.  On top of that, they charge three times over what they should.

And when it counts, instead of helping you out, they spear you in the eye. 

Much of what goes on on the internet is small potatoes compared to what the big direct mailers have been doing, and continue to do.  Jeff Walker's launch formula – which is brilliant – approximates techniques used in direct mail for years.  Decades.  And the money is big. 

All of that is great.  But then a new (and wonderful) medium shows up, and it's possible for would be writers, perhaps English majors who've never studied a direct response mailing in their lives, to dive in and claim to know how to swim.  But their swimming blind, without goggles. 

And that's why we're here.  As your business grows, you will find you need a marketing genius on your team.  Could be you, could be a hired gun.  But marketing drives business growth.  And copywriting, with it's attendant strategies of 'launching' and sales psychology, will be a key part of that.  And that includes copywriting for video, which will continue to grow on the web, as we become less inclined – and able – to read.

So if you're swimming in business responsibilities, moving toward some definite goal, and some yahoo copywriter tries to dive into your lane, steer clear.  Use your tools, from this blog and elsewhere, to recognize the hack, and stay on track for your best year yet.

To your Copywriting Mastery,

Sheridan Randolph

P.S.  It turns out I owe more in taxes than I thought.  (Filed for extension.  Just had 'em done.)  If you were thinking of outsourcing your copy, now would be a really good time to start that conversation with me.  Especially since I'll be raising prices in a couple of months.  Just send a private message.