"I'm never letting this man into my house."
Sometimes, the client of a client says it best:
"It was like he was sitting on my right shoulder. I've never in my life seen anything like it. He took something that was just a story and turned it into something else entirely. I actually thought, I'm never letting this man into my house. I don't know if he has a psychology degree, but he clearly has a very powerful mind for this."
And whilst this testimonial shall remain anonymous for obvious reasons, it sums up what I think is the fundamental job of any copywriter, especially those writing for clients.
The goal is to become a skinwalker.
To know the client better than they know themselves. To understand them better than you understand YOURSELF. The great and powerful actor Christian Bale springs to mind - able to shapeshift and become a role so convincingly that he has joked that the characters he plays never truly leave him.
This client of a client testimonial comes from when I spent the best part of a year writing copy to convince burnt-out doctors to pull the trigger on 5-figure coaching engagements that, honestly, produced life-changing results. I wrote the copy between the first discovery call and the second closing call, sometimes less than 24 hours apart, putting their pain on a page and positioning the coaching as the natural solution to the predicament they found themselves in.
And while I cannot take all the credit, due to the company genuinely being great at what they do (a reminder to work with good people)...
I can confirm that there was many a time my phone would buzz to update me that another doctor had made the decision to change their life... and had paid in full, of course.
If you'd like to harness the power of a certified copywriting skinwalker...
Here's the link:
James Perkins
