You don’t have to outrun the zombies

Have you seen The Walking Dead?

I’m a sucker for a good zombie story. I’ve even got a Zombie Plan that involves taking over Warwick Castle (it’s got a working trebuchet, massive high walls, and it’s within running distance, so it’s a no-brainer).

Comic strip zombies

Don’t be a Marketing Zombie, practise writing compelling content.

The thing about zombies is that some of them are fast, and some of them are slow.

But you don’t need to outrun them.

You just need to outrun the people who are slower than you.

Copywriting is a bit like that.

You don’t have to be a great writer. Of course, it helps… but that’s not what copywriting is about.

Copywriting is salesmanship in print. If you can be persuasive in person, you can be persuasive in print, too.

Writing compelling copy comes naturally to me now, but that’s because I’ve been doing it for a very long time. I’m very good at it, but that wasn’t always the case.

Something else I’m very good at is handstands. Perfect handstands.

Do you know why?

Yep – practise. Endless, daily practise. Only by repeating handstands over and over and over and over and over again am I able to knock a perfect one out whenever I like.

Copywriting and marketing isn’t so different. It’s techniques learned, skills acquired and applied and repeated.

Anyway, as I was saying: you don’t have to outrun the zombies. It’s the same with marketing: you don’t have to be an amazing copywriter. You just have to be better than your competitors.

If you’re learning and practising the stuff you’re discovering in these blog posts, and actually doing them, I guarantee that you will stand out from 99% of your competitors.

Because, as I’ve said before, most copywriting is woeful.

Go back over these ideas again. Are you using AIDCA in your writing? Are you telling stories? Using the psychological tools I gave you?

Grab yourself a recent piece of marketing copy and have a look at it critically. Is it compelling? Is it written like you’re a human being or like you’re a marketing zombie?

Feeling stuck? You can find lots more hints and tips in my book, Business For Superheroes, grab your copy here.

PS Do you have a website? I’m sure you do – and if you don’t, why not? You really need one because it’s the first place people will look when they hear about you.

Anyway, over the next few blog posts I’ll be talking about how to make sure your website works hard for you. Have a think about what it needs to do, for your customers and for you.



Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.

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