Small Business Success Secret
The real secret to small business success has nothing to do with technology tools, the
internet or anything like that. In fact, it isn’t even a real secret. It has been around since
man started to communicate. It’s WORDS!
Words carry enormous power. They can make you laugh hysterically, or destroy a
relationship or friendship. Words have more power in them than any other tool at your
Effective use of words, especially in business, means skyrocketing sales, satisfied clients,
happy employees, and a profitable and secure future. Yet, less than 1% of small
entrepreneur businesses use words with full power.
The power of words can be learned and used effectively by anyone, and when this power
is harnessed there’s nothing on this earth that can stop you. This art of using words is
what is called copy writing. It makes or breaks your sales and advertising material.
One of the ways an “amateur” copywriter who is writing for his own product or business
can beat the experienced pro is by infusing the sales letter or ad with his own, honest,
intense enthusiasm. When doing selling in print, enthusiasm is just as important as in
This is why you can’t just sit down and write an ad “on command”, like you can sit down
and do bookkeeping. You have to work up some enthusiasm for the job and the
proposition you’re putting across.
If I’m going to write an ad or some other sales material the first thing in the morning, as I
often do, I try to set my subconscious mind working on that job before I go to bed the
night before. Sometimes I wake up with the “big idea” that I need, other times I at least
wake up with ideas and a readiness to write them and pick and choose.
Don’t force yourself to “grind out” direct-response copy when you really don’t feel like it
because the result will be flat and mechanical. It may be technically correct with a
headline, subheads, bullet points, an offer, etc., but it will lack spirit and enthusiasm.
The person who is genuinely enthusiastic about what he/she is selling definitely has an
advantage. That’s why the freelance pro copywriter should always download as much of
the pitch from the product’s most enthusiastic salesperson as possible. Then transfer it to
paper and shape and mold it to perfection.
Over the years, the work I’ve done for clients and ad agencies has proven that the most
successful work was for clients that were passionate and enthusiastic about what they
sell. So before you tackle that next ad for your business, make sure you’re as enthusiastic
about it as you want your clients to be.