Today, I saw a woman in the self-checkout line at the local supermarket.
She couldn’t finish her purchase and she was waiting for help.
Nobody was coming to rescue her. So she looked at me imploringly as I felt up the avocados to see which ones are ripe.
I can’t help you lady, I thought to myself. Nobody can.
Sure, the self-checkout counter is always alluring. I admit I’ve been sucked in by it before.
There’s no line.
You get to play around with the barcode scanner.
Plus you don’t have to make small talk with the cashier.
Tempting, yes. But it inevitably backfires.
The flaky, illogical self-checkout machine will defeat you sooner or later, and leave you stranded just like that poor woman today. It’s happened to me enough times. That’s why I never go to the self-checkout counter any more.
I’ve found that it pays to have professionals do things for you.
This applies whether you want your avocados weighed and scanned…
Your website designed…
Or copy written for your sales funnel.
Speaking of which, if you do want some professional help with your sales copy, you might like my upcoming book on email marketing. It won’t write the copy for you, but if you’re looking for a copywriter, it might convince you that I’m your man. For more info: