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Nov 7, 2008 
Reporting live from St Louis, just listened to Dan Kennedy, my earliest marketing mentor (for the past 12 years), speak to 900 of us for two hours on Copywriting.
I have previously attended three different Dan Kennedy multi-day events on the topic of Copywriting and Sales Thinking so you’d think that a two hour talk on the subject would provide little in the way of new information. And that would be incorrect.
I wrote fast almost the entire time Dan was speaking and I count 7 major “writer-downers” that I got tonight that have reshaped some of my viewpoints on copywriting. I’ll share one of the new ideas with you:
When selling using copy, or even in person, it helps to have a Bigger Reason Why than just the money you are going to make from the sale. The money is obviously important and assumed but if you can have a larger reason, you will be more successful.
With my Corporate Veil Pro product to help the owners of small corporations to protect their personal assets by getting their records ship-shape, I have a deep passion for trying to help these owners who are just like me to understand a topic that I think is confusing and cryptic to many. I honestly love small business people, and I love America, and I know deep in my heart that the greatness of our country is due to a large extent to the hard work, risk taking, and productivity of business owners and their employees. So, when I see these heroes getting destroyed by the sharks and the sue-happy people it makes me angry and furious. So, I decided to do my part to try and bring some clarity to the topic, and I wrote a clear, concise, step-by-step system to teach them the basics of corporate record keeping.
Now, I just have to get that reason, and my passion infused in my sales letter for the program. That and the other 6 major breakthroughs I got tonight!
Plus, Steve Chambers and I just spent two hours over dinner applying what we learned today to our plans for Bold Calling program for sales professionals, and we are both psyched about the future direction for that product. And yes, I am also very passionate about face-to-face selling and the value that ethical professional salespeople bring to the US economy. Having been in this field for 21 years, I want to give back some of what I heave learned about territory field sales, and so does Steve…
What a great day, and tomorrow will be even better I am almost certain… We start again at 8am…
Seize the Day, Rob
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