The Sculpture is Inside the Stone

"Do what you do so well that they will want
to see it again and bring their friends."
— Walt Disney

In Issue #237

Main Essay: The Sculpture is Inside the Stone
by Krista Jones

For the past 18 months, I’ve been going to the gym around 7:00 a.m. most week days.

When you maintain a routine for that long, everything becomes familiar. The regulars’ faces, the sounds and smells of the gym, the voices of the people who you’ve formed relationships with.

But every now and then, something unfamiliar enters the mix. A new greeter at the front desk. A new member who struts around in scant clothing, proudly showing off his or her physique. Or a new trainer who commands attention.

It’s the latter that I’m writing to you about today.

His name is Jay. Like most trainers, Jay is in great shape, he knows a lot about fitness and nutrition, and he’s approachable.

Plus, Jay has two additional traits that none of the other trainers at the gym have: he’s a performer and he’s very aware …

Jay doesn’t just tell his clients what to do; he performs each exercise before asking the client to do it. Then, when she starts the set, he watches intently, making sure she has the right form as he counts each rep loudly so she knows exactly where she stands. “One and down, breathe, two and down, good, three and down, breathe, four and down, eight more, five and down, there you go …”

When she starts to struggle (and she will), Jay does whatever he needs to do to get her through the set. Sometimes he simply changes the tone and rhythm of his voice. Other times he kind of sings the count or repeats a motivating phrase. And if she’s really struggling, he joins her in the movement to help push her through to the end.

I often see other trainers talk on their cell phones, gaze around the gym while their client is doing an exercise, or even walk away as their client is lifting or squatting. But not Jay. His eyes and attention are always focused on his client throughout the entire workout.

As a result, Jay seldom has idle time. While other trainers are frequently hanging around the training desk or walking around the gym trying to drum up business, Jay is usually engaged with a client—getting paid.

Jay is a representation of what you should do as a blossoming copywriter who wants to get potential clients to notice and then hire you.

In our mentoring program, Monica and I talk about coming up with your USP (unique selling proposition), the thing that makes you stand out from the crowd of copywriters. It’s not something you make up; it’s something that is genuinely and authentically you. You own it.

You see, Jay is being true to himself when he ‘performs’ in the gym. I spoke with him about his approach to training and getting clients before I wrote this essay. He told me his background is in the performing arts and that he loves working with people. It shows. You can’t fake the vibe that he puts out. And he never has to market himself—his clients come to him.

That’s what you’ve got to pull out of yourself. Your talent. Your gift. Your unique vibe.

When you get clear on who you are and what you have to offer, and then share it with others, people will notice. The right clients will come to you. And, if you perform well, trust me, they will bring their friends.

Resource Referral: Two Shots at Group Mentoring Before Summer

As Monica mentioned in CP Issue No. 236, fundraising specialist Mary Guinane McNamara has agreed to join the Copy Protégé Mentoring Program to work specifically with people who want to specialize in writing for the fundraising niche.

Mary is a terrific copywriter who has a real passion for fundraising. She has worked with dozens of beginning writers, showing them the ropes of breaking in, finding the right voice for the pitch, and all the nuances that come with writing for this market.

As you might expect, Mary is very busy, but she has agreed to work with four people in our three-month intensive coaching program. You get all the same benefits of being in The Copy Protégé Mentoring Program – plus, you get to work with one of the top fundraising copywriters in the industry.

We’ve already heard from two people, so if you’re interested in working in the fundraising niche, send your writing sample and goals for the next six months right away. Just write "I want to work with Mary" in your subject line and send your materials to us at admin@copyprotege.com.

Monica is also starting one more group before the summer, and she has a few spaces open. So if you’d like to work with that group, send your materials to admin@copyprotegec.om and write "I want to work with Monica" in your subject line.

As for Virtual Mentor, we’ve made several audio recordings, created downloadable forms, written a report, created a great bonus, and more! Now most everything is in the design and “get it loaded on the website” stage. In other words, the launch is not far away.

Quick Marketing Tip: Practice Natural Selling

A couple of months ago, I received an unexpected gift. I heard a truck pull up to the front of the house, the doorbell rang and I opened the door to find a box on the front mat. I brought the box in the house and looked at the return address. Levenger. Hmmm … I hadn’t ordered anything from them, what could this possibly be?

As I opened the box, my mind ran through the options of who it could be from. My partner? My sister? Who in the world sent this to me?

When I got the box open, I saw a green monogrammed case. I was so touched! I searched for a card or note that would reveal who this thoughtful gift was from. Lo and behold, it wasn’t from my partner, my sister, or anyone else I would have ever guessed. It was from Pat McCord, a lady I am mentoring. I was shocked.

Pat sent the case to say thank you for a small project that I had referred to her. An incredibly thoughtful thing to do.

Now let me ask you this: The next time I need help with a project or I want to refer a client to someone, who do you think will come to mind first? Pat, of course! Not because she bought me something, but because her thoughtfulness deepened our relationship.

I hope you know that, I’m not saying you have to buy people things or flatter them to get their attention. The message I want you to get from this is that, like Jay the trainer, Pat did something unique that made her stand out. Something that came from the heart. And from her heart to mine, I’ll remember her for it.

While you’re building your business—and beyond—make it a habit to do things that come from your heart. That will build genuine relationships. And from there good vibes and work will flow your way naturally.