Are You Relevant To Me?

That’s mostly what your prospect is unconsciously asking themselves and this is exactly what I mean.

The print ad is located in my gym and most importantly, they know exactly who their talking to – which also means…

It doesn’t work anywhere else. And it doesn’t work for anyone else (a great thing).

If you’re talking to everyone, you’re essentially talking to no-one.

This is why the Gap owns Old Navy & Banana Republic. They’re 3 different brands with 3 completely different sets of audiences. Being relevant to each, is communicating differently to each group of people and it’s something you must do and understand. Being “relevant” to the individuals you’re communicating to - describing the benefits your audience is going to get with what you’re selling.

Remember… it’s not about your company, product or service. It’s about how this is going to benefit ME, and the kind of individual I am. 

It’s the difference between hiring a writer or doing something yourself that says:

We’ve been making amazing widgets for over 100 years and are the premiere widget maker in Swahatcheemama River, UT.

And hiring a professional Copywriter that would scrap that, understand everything about your business and instead writing something like:

You make houses. You’re picky about the materials you use, and so are we! Making more than just widgets that helps you get more work done in less time, we help you make a better house, and feel proud about the craftsmanship that goes into it.

See the difference?

QUESTION: Looking to both entertain and educate your next group or audience? Find out more about hiring me to speak at your next event.

Thanks for a great workshop, Jared! It was really helpful to have you share with us some of the basic principles behind good writing. Of course we will never be the amazingly creative copywriter that you are!

Also, appreciated you looking at our website and sending some of your pearls of wisdom our way!

-Kelli Lee, Business Owner/Event Attendee

The Letter “P” (And Your Business)

It’s an important, yet very simple video that I think will really help explain a lot of the things I talk about.  It’s only about 3 minutes long.

Please click here if for some reason it’s not showing up below (I think you’ll like it).

NOTE: Before starting “The Kick Ass Copywriter” as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help simplify great ideas into words that sell, I help businesses stand out from the noise – not just add to it.  Click here. Let’s talk.

The Business Acting Theory (& Offer)

As I’m starting to help more and more individuals write effective copy for their business, I’m finding a consistent problem (and a consistent solution).  You’re not assuming the role of your prospect to the point that you have to try and be a REAL actor.

I’m talking to where you have a role to play – the role of your prospect.

I don’t care if you’re a man marketing to women.  Or a woman marketing to old and crusty men teenage boys.  You have to feel what they feel. Experience what they experience.  And view the world through their eyes (not the eyes of your business trying to sell them something).

Here’s why…

Back about 10 years ago when I was in LA, I “signed” with a well respected talent agency – well before I even knew what “Copywriting” was.  Using acting to take my own music forward I went on some of the craziest commercial, film and print auditions (about 3-5 auditions a week).  From auditioning for print ads in GQ, to hosting shows on Mtv, I struggled to book anything until about a year into it.

That’s when I finally succumbed to taking a commercial acting class to book more stuff – and a few days into it, I booked my first real gig (and went on to book my first “big commercial” that never ran but allowed me the option to pay $2,500 to get my SAG card).  :)

My point?

I booked it.  

I booked it because I finally understood that it was more than just acting.  It was selling.

So I started to see a consistent formula, applying it to each and every commercial audition I went on – keeping in mind that I didn’t book each one but was always prepared to.

How?

I actually knew what (and how) to actually prepare, instead of being clueless like the rest. Eliminating the “it’s just dumb luck” factor, I finally felt as if I had some control over my ability to book things.  But unfortunately, it was too late.

Too late because I didn’t have the right information I needed at the start.  The right information from someone who already booked a ton of commercials who was on both sides of the camera (both the business and acting side). But not only that, had made their theories they were teaching work for themselves and everyone else taking their class.

That’s why I’d like to offer a handful of people a personal one-on-one live call with me, charging 1/2 of my usual rate to help improve your current (or soon to be “copy”) before jumping in blindly, without being fully prepared.

(click here to learn more)

(offer ended 8/6/11)

“Jared’s a bottomless well of fresh ideas for my business that make sense and work.  Jared will forever be a valuable resource to the success of my business, as a copywriter and an idea man.” 

-Alicia McLucas, Into My Own, Founder/CEO

QUESTION: Do you love your business, but know you shouldn’t be the one writing for it?  Or perhaps you may even feel you could ruin the reputation you’ve spent so long in building?  Heck… maybe you’re just way too embarrassed to even share it with anyone because you know deep down inside that whatever you write, doesn’t accurately represent who you are and what your business is really about.

Blah Blah Blah

We’re getting there huh?  In fact, sometimes I feel like it’s already coming to that.  You know?

Inundated with the same ole super-hero entrepreneur that’s got it all figured out.  That seems to have everything in place.  That seems to have so many “friends” on Twitter.  Facebook. And now “Google +1″ I don’t know about you, but I sometimes don’t know who to believe anymore…

And what’s even a “great opportunity” for us.

My mind often wondering, “Is this just some highly inflated BS they’re trying to sell me or do they really care,” I feel like our brain is just shutting down from a constant overwhelm of too many people doing the same ole shit stuff.

So how do we know what’ss the right thing for us (and our business)?  And are we starting to disbelieve just about anything and everything people tell us because there’s just too many things vying for our attention these days?

I think so.

Because let’s face it, there’s more people going from “working a job” to starting a business.  More people unable to “find a job,” so they start a business.  And more people THINKING that having a “great idea” is going to give them business that, it’s getting pretty overwhelming.

Pretty overwhelming to the point that I really believe it’s time to get back to the basics.  And start simplifying things in our lives again.

So what do we do?

We join another program, pay another “coach,” or follow another “guru” that seems to have “the answer”…

Realizing “the answer” they have only works for them.  Not us.

Why?

We’re not them.  We’re us silly.

So after a few months of either sitting or pitching that “great idea” to everyone and their mom the world, we finally start to realize it’s not as easy as it sounds.  Trying to do whatever it takes to get someone to buy into our “great idea.”  Our service.  Or our product. It can get incredibly frustrating to get things working like we want.

Why?

Because there’s much more to it than just having a great idea.  

There’s more competition.  And now more than ever, there seems to be a huge increase in noise distraction on trying to sell someone on how much better our product or service is over everyone else’s, that it’s hard to know who to believe (even if someone really is telling the truth).  I mean how do you know?

Coming up on my first year of running my own profitable and 100% debt free business (July 13, 2010 I actually took on my the first paying client)…

I’ve had the pleasure of (hopefully) helping hundreds of businesses per month through this blog.  Close to two dozen completely different business owners, through my “kick ass” copywriting service. And meeting hundreds of entrepreneurs and small business owners around the globe in various meetups/networking events that it’s time to do bit of reflection in helping businesses, “Simplify their great ideas, into creatively effective words that sell (without the unsell).”

Has it been fun?

Absolutely!

But it’s also a lot of work.  A TON of losing big money from saying stupid shit learning.  Growing pains.  And mental breakthroughs I’ve had to overcome just about everything single morning I wake up, that I feel like it’s time for us to sit back and look over the year.  Over where we want to go.  And how we want to help more businesses and inidviduals out there get away from adding to the “Blah Blah Blah.”

Don’t you?

QUESTION: Do you love your business, but know you shouldn’t be the one writing for it?  Or perhaps you may even feel you could ruin the reputation you’ve spent so long in building?  Heck… maybe you’re just way too embarrassed to even share it with anyone because you know deep down inside that whatever you write, doesn’t accurately represent who you are and what your business is really about.

I’m Curious… What Do You REALLY Want?

Because here’s the thing, it’s incredibly hard for me to guess why someone signed up on a newsletter like this (and/or visited my site).

Although many people try any number of elaborate theories in trying to understand their audience, perhaps the best most effective way for me, is to get to know more about you (and your business) by just asking.

So please help me understand why you’re here.  What you REALLY want from a blog/newsletter like this.  And how I can best serve you.  Ok?

Feel free to leave as detailed a comment as you need to below because…

The truth of the matter is, I’m never going to actually know what it is you and your business really want or need, unless you’re willing to at least stop and take the time to tell me. So here’s your chance!

Otherwise I’m just adding to the noise, not helping someone like you to stand out from it.  :)

Before starting thekickasscopywriter.com as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help other businesses like yours thrive, I take the crazy ideas businesses owners have, and turn them into creatively effective words that sell (without the UNsell).

**Oh and any typos or grammatical errors are “my personal gift to you” – as I purposely do that to see if you’re paying attention.**

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