Making Room for Transformation
“You miss 100 percent of the shots you never take.”
— Wayne Gretzky
I just recently attended the B2B Copywriting Intensive in beautiful but terribly hot Denver, Colorado. And, there was an uncomfortable hidden expectation underlying the event that you might not like.
Let me tell you a story.
I joined AWAI a while back when I was a marketing manager because I wanted to hone my copywriting skills.
When you’re a marketing manager, you don’t really have time to become an expert at any one skill. You’re always going to be a jack-of-all-trades because you’re pulled in too many directions.
And often your employer isn’t really interested in expertise if you’re good enough.
I was a good enough writer. But I wanted to be a great writer.
So I bought my first AWAI program, worked through it, learned a lot.
And began to think, abstractly, about the writer’s life.
Then I bought another program. And another. And another. This went on for TWO YEARS.
Finally, after much soul-searching, angst, and excuses, I left my cushy corporate job to pursue the writer’s life.
I love it. It’s a transformative experience. I’m finding that my true self, my best self, is coming out after years of being hidden by corporate camouflage.
But I had to commit to transformation by making room for transformation.
B2B expert Steve Slaunwhite made that point at the intensive. You probably know something about Steve. He’s been an AWAI authority for many years. One of the best-known, most successful B2B copywriters out there, he’s written many successful B2B programs for AWAI.
I know. Two years ago I bought a couple of his programs. They’re good.
He kicked off the B2B Intensive with “12 Habits of Highly Successful Copywriters.” (If you want to learn more about his suggestions and the power of habits, please read my article here.)
From years of interviewing successful copywriters, Steve’s been able to distill down fundamental truths about being a copywriter.
Here’s one of the most basic. “You have to find room to start.”
It’s easy to make excuses because life gets in the way. Work is demanding. The kids need attention. The yard needs mowing. The couch needs sleeping on. The push pins have to be organized.
To change, you have to sacrifice old, comfortable habits and replace them with new, uncomfortable habits.
Change, by its very nature, is uncomfortable. I’m reminded of this because nine years of long corporate hours left me flabby and easily winded, so I’m getting to the gym four days a week.
Initially, I hated going to the gym. It’s hard. I perspire. My legs hurt. When I started, I’d rather be doing anything else.
But I’m getting fitter. My resting pulse rate is decreasing. I don’t gasp when I climb lots of stairs.
So the process is working. I’m getting results. Exercise is becoming a habit.
But I had to sacrifice something for it. In my case, I sacrifice sleep. I get up an hour earlier to find time to exercise.
But finding room for exercise is pretty straightforward. I carve out an hour, go to the gym, work hard, perspire, and results are starting to come.
Copywriting is more complicated and the complexity offers lots of room for excuses.
It’s natural to feel like you don’t know what you’re doing. For example, you don’t know how to write case studies. You don’t know how to find new customers. You don’t know how to manage your business. You don’t know how to build your website.
The first step seems to be covered with obstacles. But to be a copywriter, you have to step over the obstacles.
That’s why we ‘student’ copywriters attended this Intensive. We’ve learned how to overcome obstacles, practiced how to overcome obstacles, and built our confidence so we CAN overcome obstacles.
But there was an implicit expectation there. Underlying the event was the expectation that people will go home and START BEING COPYWRITERS.
And that expectation can be uncomfortable.
Odds are good, some attendees won’t become copywriters immediately. Old, comfortable habits will get in the way.
And a lot of people will struggle with becoming copywriters because they lack a fundamental reason to change.
I decided to exercise because my doctor told me that if I didn’t, I wouldn’t be around for my kids. Now THAT is a fundamental reason to change.
And I wanted to be a great writer and experience the writer’s life, so I’m making room for transformation in my career, too.
If you’re seriously ready to make a fundamental change, I want to tell you about an opportunity that will give you the very best foundation. The 2012 B2B Copywriting Intensive Home Study Program provides you with information about the top B2B copywriting opportunities, plus strategies to land B2B clients.
And, right now, you can get access to all the information and transformative tips you need for a discount of $800 off the regular price of the 2012 B2B Copywriting Intensive Home Study Program. That’s a pretty steep discount for a program that is already worth every penny.
So go ahead — make room for transformation in your writing career. Start now, and arm yourself with an arsenal of the most comprehensive, effective tips for B2B copywriting available. Click here for details.
What’s your fundamental reason to change? Are you going to change? Are you going to grab the tools that can help you transform faster than you thought possible? Let me know by leaving a comment below.
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