Copywriting from the air, so stupid
Published: Sat, 01/30/21
"Master Z"
Master Z is a spinoff of the popular Ip Man movies which are based on Ip Man - who was a real life Wing Chun kung fu grandmaster. Master Z takes place after the 3rd Ip Man movie, in which Cheung Tin-chi is beaten by Ip Man, and ultimately disgraced. When Master Z begins, it’s obvious the experience completely demoralized the man to the point where he uses his wooden Wing Chun dummy as a clothing rack.
Still, it doesn’t take long for him to get back into the swing of things.
Here’s what I mean:
There is a scene where he’s in a fight. And, in typical “flowery hands, and embroidered fingers” (as Sifu calls it) fashion - where fancy moves are given precedent over what actually works - his attacker comes at him by jumping at him through the air. The result is Master Z easily dispatching the attacker despite the attacker's supposed “talent” - while mocking the fool saying:
"Attacking from the air, so stupid"
This is an extremely realistic part of the fight.
Real life ain't like the fights you see in the Matrix or Kill Bill movies.
The reason why:
When attacking in the air against someone who knows what they're doing, you will have inherently weak & terrible:
Positioning.
Without positioning, you have zero balance.
Without balance, you have almost zero power.
And, without any of either, you are fully committed to the attack and are therefore vulnerable by default. (i.e., commitment creates vulnerability - something that applies to business, email, marketing, relationships, everything in life, incidentally.) All of which makes it very easy to kick your arse in a fight, even if you’re otherwise stronger, faster, and more skilled than the other guy. If someone is in mid air, a mere push of the finger from an opponent with solid positioning & skills can set them off course, regardless of how fast or forceful they are coming.
All of which has a lot of relevance to your copywriting, especially.
Take Kim Kardashian, for example.
She gets paid up to $1 million for a single social media post.
Is it because she’s some kind of genius copywriter?
No, it’s because she has superior positioning.
Thus, she gets paid superior money.
Bottom line:
Positioning alone can potentially sell products people didn’t even know they wanted until they read your emails or ads. It can sometimes build info businesses for marketers who are brand new and lack testimonials or credibility. And, it can even make substandard copy written by raw, “wriggling” newbies who struggle to write a grocery list pull lots of sales and orders.
If there is one skill to learn in 2021 and beyond it’s Positioning.
Enter the February “Email Players” issue.
The bonus elBenbo’s insert goes into more detail about this.
But that mean ol’ deadline is coming up quick.
After tomorrow it’ll be too late to subscribe in time to get this issue.
Here’s the link:
https://www.EmailPlayers.com
Ben Settle