I’m always amazed at how much of a role mindset plays in our lives. Some of us seem to naturally see things in a positive light, while others tend to see the darker side. Why is it that people with the same abiities often have such different life outcomes?
I believe outcomes are determined by mindset, which is determined by attitude, which is determined by our inner environment which has been created by previous experiences. Just as a house is built brick by brick (or in some areas, wooden stud by stud), so our overall attitudes are built as a result of our experiences and our reactions to these experiences. Over time we develop either a learned helplessness or a learned ability.
While this may not seem at first examination to have much to do with copy writing, it actually forms the bed rock on which this industry is built. Understanding the mindset, attitudes and experiences of a certain demographic allows us to tap into those emotional triggers I’ve written about previously on this blog.
Success breeds success, failure breeds failure. In fact, to go one step further, what one considers success may be considered a failure by another. it’s all relative. As Bob Proctor points out, there is no ability to judge anything without reference to something else – it just is. For instance a room may be judged small in comparison to a larger, or it may be judged large in comparison to a smaller room.
The great thing about the human psyche is that the state we find ourselves in does not have to be permanent. With a shifting of mindset, we can, while physically in the same place, move ourselves into a totally different ‘world’ and achieve significantly better outcomes. We can move ourselves into a world of possibilities instead remaining mired in a world of impossibilities.
The human mind has so much unused capacity and we are so unused to using it to create that for the most part, we stagnate. Estimates are that we use less than 10% of our mental capacity.
This became very apparent to me recently as I watched a series of videos by Bob Searling about licensing. The first time I watched them, I could feel ideas percolating in the far reaches of my mind, but I couldn’t quite clarify them. I knew there were possibilities using his concepts, but I just couldn’t quite see how I could take advantage of them.
The second time I watched, a few days later, I realised that what I’d considered to be impossibilities were in fact the opposite. As I wrestled with the concepts, pen and paper in hand, I noted thoughts as they occured. As I did this, ideas began flowing faster and faster until the page was covered with blocks of ideas. Pretty soon I was able to connect them, flesh them out and the result was a step-by-step plan to increase my business in the way I enjoy the most. With very little effort, time and trouble.
What made the difference?
Essentially, the exercise of actively looking for possibilities which was enabled only by the deliberate laying aside of the impossibilities.
This a key ingredient for copy that converts.
Help your reader to lay aside their impossibilities and embrace possibilities through the acquisition of your product and service and you will find that your copy converts better than ever before.
To do this requires a willingness to think. To quote many of the old sages including Wallace Wattles and Robert Collier, original thought is perhaps the most arduous of activities. To get ‘inside’ someone else’s head is difficult at the best of times, but to get inside your reader’s head – whom you’ve never met – is even more difficult and requires a significant investment in research.
But once you discover the mindset, the thoughts, the attitudes, the hopes, the fears of any human being, you have the key to unlock all that motivates them. And, as I’ve previously discussed at length, you cannot sell successfully without an emotional connection.