Email Copywriting

Michael has been cutting my hair for over 22 years. My relationship with my hairdresser outlasted my marriage. Seriously, I met Michael when I was just newly dating my ex. My ex is, well, now my ex, but Michael is still around.

I’m not Michael’s only loyal customer. Heck, I’m not even the most loyal! When two of his clients moved to San Francisco, they flew him down to do their hair still. And I’ve had my hair affairs, trying a salon closer to home or less expensive. But I always go back to Michael for one simple reason: He’s the best. (No one else can make my gnarly hair look the one it does in this photo!)

He’s also busy. He hasn’t taken on any new clients in years because he doesn’t have time.

Now, this is a copywriter's marketing blog, you’re probably wondering what kind of kick ass marketing Michael does to guarantee he’s always busy. The answer? None. No Web site, no email marketing, no small business blogging, no nothing. He doesn’t even have a nice salon!

Michael only has to do one thing to keep his schedule full: Stay the best. Michael’s marketing is all those gorgeous heads of hair walking around downtown Seattle. His clients tell their friends how great he is, but they have proof too.

How I wish every copywriting project were like that, but sometimes my copywriting is “me too” copywriting because the clients are “me too” companies. As a Seattle copywriter, I strive to write Web copywriting, email marketing, brochures, whitepapers, etc. as different, to help these clients stand out. But in truth the differentiators between my clients and their competitors is sometimes miniscule, irrelevant or non-existent.

Why don’t we try harder to be different instead of trying harder to out market or out sell the other guy?

The clients who are really are unique? That help their customers solve real-world problems? They’re a copywriter’s dream job. Just as wonderful as one of Michael’s haircuts. And just as likely to establish a loyal customer base because they are the best at what they do.

Are you doing everything you can to be different? To truly be unique in a world full of wanna bes? Then your freelance copywriter is lucky! And you are smart!