Most copywriting training focuses on what would be called the “craft”. How to write effective headlines, bullets and put together a convincing letter.
More advanced training goes into the psychology of selling and and crafting an effective strategy and campaign for a promotion.
Very little is ever said, however, about what might be termed the “Inner Game” of copywriting.
I’ve talked a little before about the inner mental toughness that every copywriter and independent business person needs.
But there are other aspects to the mental side of copywriting.
One of the most famous self-help and personal development books is “Psycho-Cybernetics” by Maxwell Maltz. If you haven’t read this book then, very simply, it’s about two things.
Firstly, the self-image that we all have of ourselves and how that impacts on our lives.
Secondly, how we can use “creative visualization” to help achieve the goals we desire.
Now, Maltz was by no means the first person to suggest that success is first created in the mind. After all, that’s part of the core message in books suchs a “Think And Grow Rich” and “The Science Of Getting Rich”.
However, Maltz developed the idea to make it a practical tool that pretty much anyone can use.
What’s this got to do with copywriting?
Well, I was fascinated when I came across an interview between Clayton Makepeace and Gary Bencivenga and “Psycho-Cybernetics” came up in the discussion. It turns out that both of them use creative visualization techniques. At the beginning of a project, they both take the time to go through a process where they review the project and visualize a successful outcome.
And other big name marketers and copywriters are also fans of Dr Maltz and Psycho-Cybernetics. Dan Kennedy owned the rights to Maltz’s material for many years before he sold them to Matt Furey. Matt credits much of his success to the work of Dr Maltz and he has a number of programmes and newsletters to spread the word.
So, if these top copywriters and marketers use the techniques of Psycho-Cybernetics, you may want to take a look yourself.