Overdeliver by Brian Kurtz

Author:Brian Kurtz
Language: eng
Format: epub
Publisher: Hay House
Published: 2019-02-04T16:00:00+00:00

7. How They Share Their Success

When hiring a copywriter, the first thing clients usually ask for is a portfolio of work. The portfolio is always important. But I purposely put this as the last of the seven characteristics to show that you won’t get to a portfolio of success without prioritizing the other six characteristics. Clearly, the more you write (as a copywriter) or the more you test (as a marketer), the more lessons you will learn on the field of play, and the larger your portfolio will become. More proof is, of course, always better. Build up a portfolio you are proud of, and don’t be scared to show it. But show who you are first and what you’ve done second. Hunger, curiosity, smarts, passion, direct marketing knowledge, and humility come first.

Based on the characteristics we’ve just discussed, it’s obvious that a great copywriter is a secret weapon that should be deployed in every part of your business.

There were years when our highest-paid “employees” never showed up at the office. Gary, like so many other copywriters with a similar mind-set, was probably at home, not resting on his laurels. While he was collecting royalties for blockbuster winners he was also always thinking about how to beat them with even bigger winners. When people asked if paying huge royalties bothered us, Marty and I would simply say: “No! If our copywriters are making that much, can you imagine how much we are making?” This philosophy enabled us to mail millions of pieces, because Gary and all our top gun copywriters wrote packages that beat all comers by a wide margin, and then they followed them up by going back to the drawing board every time to make the next one even better.

Feeling bad because a copywriter makes too much money is shortsighted, because it shows you’re not thinking about the growth of your business. I maintain that is scarcity thinking. A mediocre copywriter will hold you back. Despite all I said previously about being your own best copywriter, good copywriters have a unique talent, and it’s one that should never be shortchanged.

Don’t believe what you read about the toughest job for a copywriter being how long it takes them to count their money while hanging out at their beach house in the south of France. The best copywriters are relentlessly disciplined, and we can all take many lessons from them as we study how they work and what makes them tick; and if they are able to buy that château, it’s because they deserve it.

Throughout the rest of this chapter, I’m going to share how you can best leverage copywriters and other creative talent across all your marketing to make the most of these incredible assets.

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