I talked to a successful business owner a short while ago. We got on the topic of Alex Hormozi’s book $100M Offers, and the exposure it’s brought to Hormozi.
“You know, you should put out a book like that,” I said to the successful business owner.
“Yeah man, for sure,” he laughed, “but who’s gonna do it?” And he looked at me and blinked expectantly.
I’ve mentioned before in this newsletter my immensely profound observation that business owners are busy. So even when some super valuable opportunity comes up, they might not be able to devote their time, heart, and brainpower to it.
My point for you is:
There’s a lotta fawning out there over the value of specialization for copywriters. But there’s equal value in generalization.
So if you’re a copywriter, then start providing solutions to business owners… instead of offering them a piece of the puzzle.
Propose the book… write the book… get it edited… get the cover designed… get the formatting done… write up the marketing materials… put a bow around all of it. And charge the business owner for all these steps.
Generalize, and you will soon be swamped with client work. And you’ll be praying for somebody somewhere to come and offer you some solutions… to make your own busy workdays a little less busy.
Last point:
I am putting together a guide about the business side of copywriting, called Copy Zone. It’s not out yet. But if you’d like to get notified when I do release it, sign up for my email newsletter here.