Don't Riff Off (or Rip Off) Anyone Else. Here's Why.

If you've gotten to know anything about me by now, it's that I'm a conversion copywriter and I love rock and metal.

So, I'm gonna share a story about Eddie Van Halen and his genius ...

Before much of anyone knew who they were, an obscure rock band named Van Halen opened for Ted Nugent.

During Van Halen's sound check, Ted couldn't believe his ears.

He was staring in amazement at this unknown kid named Eddie.

The sounds coming out of this kid’s guitar! Nugent had been around the block a few times and wasn’t used to being blown away like this.

Because many advanced guitarists are obsessed with creating just the right tone, Ted just HAD to know how the kid was pulling this off.

He was convinced that Eddie was using some secret gear.

After a little arm twisting, Ted finally talked Eddie's guitar tech into letting him give Eddie's rig a test drive.

When Ted started playing through Eddie's gear, a funny thing happened …

Ted Nugent still sounded exactly like Ted Nugent.

He fiddled with some of the amp settings. He tried everything he could to replicate what he’d heard earlier.

No dice.

Ted relearned what every great musician knows …

… that, sure, the right gear and technique can make a difference, but ultimately your tone comes from your hands and your style and what's in your hands in your heart.

Eddie Van Halen can play any guitar through any amp and still sound like Eddie Van Halen.

So what does this mean for you?

Whether you're an entrepreneur or work within a company, no one can sound exactly like you or your brand.

Don't forget that.

People want to work with YOU.

They want to invest in YOUR solution to solve the problem they have.

You've shown them a better future for themselves and they want to tap into that.

That's why, when I work with a new client to create the web copy, sales page or emails, I ask them a lot of questions about who they are, why they do what they do, and how they solve problems for their ideal client.

I'm going to share a couple these eye-opener questions right here.

1. Did you overcome a strange or out-of-the-ordinary problem that relates in some way to your ideal client's problem? Or do you have a quirk that relates to how you can help?

Here's an example: We adopted three rabbits, and EVERYONE told us we were crazy to think we could train them to be free roam (and not destroy our house).

Guess what? We trained them using some out of the box methods (like putting shoes in certain areas to deter them, because they figured out that was OUR territory).

Oh, and Oreo (the "lead rabbit"), responds to my command to herd the other rabbits into a room or to come eat. It's the oddest thing, watching a rabbit act like a sheep dog. But he does it, over and over on command.

The point? I don't like "the rules."

I mean, I'm aware of them, but I always know there's another way to make things work and succeed wildly.

So I tell my clients: "I know there are rules and there are 'rules.' Yep, I stay current on the latest copywriting trends and techniques, but I also know how and when to use them. I'm fearless when it comes to your copy. I'm never afraid to explore and take risks, so you always stand out. I stay curious and open to every new adventure, including yours."

This idea also comes into play if you're super-meticulous about cleaning your kitchen. So does that translate into crafting "perfect" copy? Does that translate into developing a hyper-personalized life insurance suite?

2. What would your ideal client be THRILLED to know that you "get" or "understand?"

In general, they're looking for someone who understands:

-how confusing it is to sift through all of the options

-how they literally can't live with their problem one more day

-how much they want what they want

-the doubts they whisper to themselves in the middle of the night

So if you're a counselor, maybe you understand:

"When you've lost a loved one or are going through a contentious divorce, well-meaning people can say the dumbest things. How do I find the support people I need?"

If you're a photograper, maybe you get that:

"Everyone's got that shot of their family in matching sweaters holding hands in a sunlit field. Can't you capture who we are IRL?"

So if you're an insurance broker, maybe you get that:

"Talking about these products bores me to tears. Can you just listen to my story and tell me what I need and why?"

Your takeaway? Your branding often starts with yourself.

You're unique, just as your clients are unique.

So, what's your Van Halen edge?

If you crave more leads, even more sales and rockstar status… I craft what you need: conversion copy that alchemizes art and science, and binds your buyers to you for life. Learn more: www.strandwritingservices.com.