Parris Lampropoulos once told a story about the first time he got to hang out with one of his mentors, Clayton Makepeace.
At this time, Clayton was one of the most successful freelance copywriters in the world. He had a list of controls longer than a giraffe’s tail. And he was pulling in over $1M a year, back when that was Hollywood money.
In part, Clayton did it by having a stable of talented junior copywriters, including Parris, working under him.
So at one point, Clayton invited the copywriters working for him out to Lake Tahoe. And it was a sight to see.
Clayton was staying there at the presidential suite at a ritzy hotel… getting pampered with massages and facials… eating out at the fanciest restaurants… and picking up the tab for his guests.
Generous.
And for Parris, a breakthrough.
Because at that time, Parris had already been a freelance copywriter for several years. He said he knew intellectually that a freelance copywriter could make Clayton-levels of money… but he still didn’t feel it deep inside.
He needed to see it with his own eyes, in order to make it a reality in his own life. Which is exactly what happened — in the months and years following that first in-person meeting with Clayton in Tahoe.
I bring this up because:
1) It might be useful to you if you are also hoping to reach Hollywood levels of success, and because
2) On a psychological level, your prospect is the same as Parris was back then.
Your prospect might know intellectually what you’re trying to convince him of… but odds are, he still doesn’t feel it deep down.
That’s why the most common writing advice is to show and not tell. And that’s why the most common copywriting advice is to use stories and demonstration. Because these are the most powerful tools you have to drive home a point — even one your prospect has heard a million times — and finally make it real.
And then, you can make your pitch. For example:
I have an email un-newsletter, where I talk about not new, but still valuable, fundamentals of persuasion and marketing. If you’d like to subscribe, here’s where to go.