Looking back on the past two months…
I’ve noticed an interesting trend in all the email campaigns I’ve run for my clients: Positioning is everything.
Beginner copywriters like to focus on the template, the direct response tactics, and the little things that do not move the needle.
They want the gurus (or GPT) to reveal the perfect formula.
They split test the color of the CTA button.
They fight over the “words.”
(“you cannot use ‘learn,’ you should use ‘discover’”)
This is like trying to rearrange the deck chairs when the Titanic is sinking.
You are not going to save the ship.
When I reviewed all my most profitable campaigns, I noticed one thing:
The positioning makes or breaks the campaign.
Positioning is how you frame your product/brand so your prospects see your product/brand as the best choice.
It’s how you stand out.
How you differentiate.
How you translate your value.
Think of it as the role in a movie. Are you the hero that saves the day? The anti-hero that stands for an unconventional belief? The sidekick that makes life easier? The guide that leads the way?
Your audiences (prospects) need to know who you are before they can fall in love with the role.
Positioning is more important than the story.
And the story is more important than nitpicking over the words.
That’s why “writing” is only 10% of a copywriter’s job.
The other 90%?
Research. Thinking. Finding the positioning.
Talk soon,
– WYH