“Nobody wants to read your sh*t,” he said.
It was a startling revelation.
He went on to say, “The first thing you need to learn in advertising is that no one wants to read your shit. Your ads, I mean. People hate ads. I hate them myself. I hate TV commercials. Why should I waste my valuable time watching that lying garbage, trying to sell me crap I don’t need or want?”
Holy sh*t. He’s onto something.
We don’t want to be sold to. We don’t want to waste our time reading something that’s a load of crap. So what makes us think our ideal clients want to read our sh*t (aka our sales pages, emails and articles)?
The good news is that you can use this revelation to your advantage.
But let me back up for a moment…
The “he” I’m referring to is Steven Pressfield. (You know – the author of The War of Art and Do the Work.) In 2016 he published the book, Nobody Wants To Read Your Sh*t. It’s a provocative must-read for entrepreneurs.
Pressfield goes on to say, “When you understand that nobody wants to read your shit, you develop empathy. You acquire the skill that is indispensable to all artists and entrepreneurs – the ability to switch back and forth from your own point of view as writer/painter/seller to the point of view of your reader/gallery-goer/customer. You learn to ask yourself with every sentence and every phrase: Is this interesting? Is it fun or challenging or inventive? Am I giving the reader enough? Is she bored? Is she following where I want to lead her?”
This is HUGE. Do you get this?
Pressfield is showing you the key to effective marketing:
- You MUST be able to take on the point of view of your reader in order to captivate their attention.
- And you MUST be able to captivate their attention if you want them to take the next step, which might be to sign up for your free gift or your paid program.
So how do you get your ideal clients excited to read your ads, sales pages, articles and emails?
- “Streamline your message. Focus it and pare it down to its simplest, clearest, easiest-to-understand form.
- “Make its expression fun. Or sexy or interesting or scary or informative. Make it so compelling that a person would have to be crazy NOT to read it.”
Here’s my invitation to you:
Put Pressfield’s tips into action right away. Pull out your latest piece of copy that you’ve been polishing or perseverating on and streamline it while making it more fun and interesting.
The words you use matter. Make each one count.