Ever heard of the Zero-sum lie?
I’ll use this quote from Johny B Truant’s How to be Legendary to explain:
Thatʼs what “zero sum” refers to — the idea that there is only so much “stuff” to go around, and that your accomplishing anything takes something away from someone else.
Zero-sum implies that there’s a finite amount of resources ( in our case, customers ) available to us at any time. Now, on the global scale yes. This is true.
However, realistically speaking there are way more customers than any one business can peddle it’s wares to.
Let me share a short personal story with you. Back when I was still starting out as a copywriter I’d see all these guys who where already established and I’d ask myself where the fuck I’d be able to fit in. I kept telling myself that all the clients where already taken and that it was impossible for anyone to break into this industry without a track record.
Yet, as I progressed further into my career I learned that was far from the truth( what an idiot I was . Bad Jay! )
In fact I realized the need for good copy far outweighs the supply. And that most of the copywriters out there didn’t know the true principles of Direct Response.
With this new insight I marched forwards and started my career. Confident that I could claim my fair share of the market with the fervor of a hooker claiming her corner in the Red Light District on half price tuesday.
Oh, and here’s the interesting part just in case you where about to excuse yourself… This pattern has been observed in all sorts of industries. Seriously, I’ve lost track of how many mobile phone manufacturers are popping out of China and claiming their share of the “apple and Samsung dominated” market. And I’m pretty damn sure your industry is no exception either.
Moral of all this?
Just because others came before you doesn’t mean they’ve claimed the whole market from themselves. There’s still room for you to swoop in and claim your share.
And when you finally make your move to take your portion of the market, have me craft the copy that will move your customers to buy from you. More details here:
And I’ll get back to ya.
Or just fire an email to:
[email protected] dot com
Till the next wave of madness…Vae Victis