One morning in late November, I decided to go swimming in the sea. I got to the shore, stripped down to my swimming panties, and started to hop on the cold stones towards the water.
An old woman walking her dog stopped to watch, mouth agape.
“You’re going in?” she asked.
“I am,” I said.
“But it’s cold!”
“We will see.”
I got in the water, swam a minute or two, and got out. The old woman was still there. She was thrilled I had survived. “You are a hero!” she shouted, clapping her hands.
I shrugged it off. “It was nothing.”
It really was nothing. The water wasn’t cold at all. It was probably warmer than the Pacific Ocean in California gets in July. Only the locals in this country, who refuse to get in the sea unless the sun has brought it to a low boil, could crown me a hero for going for a swim now.
Which connects to something I read today in a Dan Kennedy sales letter. The sales letter is selling a course on how to become a more successful copywriter.
At one point of this sales letter, Dan gives the reader reasons NOT to buy his course. One reason he gives is that you really don’t have the chops to do decent work, and to deserve a decent wage. In that case, Dan says, maybe you should stick to only the smallest clients, and only the most limited projects.
Has that thought ever crossed your mind? If it has, I want to leave you with what Dan writes next:
“You should remember copywriter John Francis Tighe’s favorite admonition: in the land of the blind, the one-eyed man is king. You need only know more than the client and enough to produce results he could not get on his own. You do not need to know more than every copywriter, most copywriters. If that governed, there’d never be more than one working copywriter, period.”
Check it:
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