So many people have lost hope in their lives.
Whether it’s in their finances… growing their businesses, their health situation, relationships… or other areas.
There’s an epidemic of hopelessness.
I was just reading about college kids who committed suicide because they were so steeped in credit card debt !!!!
People are giving up hope. And that’s a dangerous place to be.
This is why, as an anti-marketer, your job is to INSPIRE people and show them they can win… Make them believe that winning is possible, and that they can do it!
People won’t ever change their circumstances if they don’t believe they can win.
So they just accept the status quo of their life as a “permanent” thing… something that they’re powerless to change.
Your “competition” isn’t the business across the street selling a similar product as you… it’s your refusal to inspire people.
I often say that anti-marketing is about 3 key things: inspiring, motivating, and educating your audience.
Do one without the other…and your content falls short. Either you’re boring people to death… or you’re getting them riled up, but not giving them actionable advice that they can APPLY.
ALL THREE are critical for great anti-marketing content — inspire, motivate, educate.
Tattoo that on your arm if you have to.
When you’re doing all three, you can’t help but make sales and make a positive impact.
Having worked with some of the world’s top business owners, I can say there’s huge value in creating content that inspires, motivates, and educates.
When I say “huge value,” I mean tens of thousands of lives improved… and millions of dollars in profit.
This can’t happen from drudgery writing that aims to fill “SEO key words” or that somebody is doing because that think they “have to.”
It only happens with content that is legitimately inspiring!!!!
It comes from the heart, it’s genuine, and it fucking sparkles like my ’00 metallic black Mazda after a car wash.
Whether it’s sales copy, blogs, or email articles, your content should show people it’s not only “possible” for them to win, but that it’s virtually guaranteed when they follow correct principles no matter what.
Not over-the-top “Look at me I’m so perfect” bullshit stories from “experts,” but real-life, gritty, stories from people who overcame huge obstacles and prospered…while leaving their ego at the door.
Adapt this to whatever your particular product, service, or niche is.
Get busy writing!
Today, think about: how can you inspire your audience with a real-life story about yourself, mixed in with some education related to your product and some motivation for your readers to take action?!
Michelle Lopez
Founder, The Anti-Marketing Manifesto
Michelle Lopez Boggs is a copywriter, copywriting mentor, and author of "The Anti-Marketing Manifesto: How to Sell Without Being a Sellout." She's helped her clients sell millions of dollars' worth of products and services online by using the MEI(S) principle — motivate, educate, and inspire, and sell. 