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). 

Red-lit photo of three dark figures.

You don’t need to be the best, just better than your competitors.

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.

Are you using AIDCA in your writing? Are you telling stories?

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?

If you’re not sure, you could ask meto help.


Borrow My Brain.

It’s a half an hour skype call with me, and you can ask me anything you want.




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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