In Search Of Heroes Spreads Good News About Everyday, Real-Life Heroes Who Deserve Recognition For Their Good Works

Ralph Zuranski: In copy writing I think the word is mightier than the sword; the pen is mightier than the sword. Being one of the top copy writers and just having unbelievable success and generating income for yourself and for others, how important do you think having a concept of yourself as a hero is when you are actually doing writing?

Joe Vitale: Interesting. I don’t know that I’ve ever looked at that question before. As I sit here and kind of think about it, I am aware when I am sitting down to write that I’ve got a built-in fan base.

And I don’t mean that as an ego trip saying, “Oh, Joe’s got a fan club.” I mean that my work influences people. That is profoundly powerful and that makes me pause and realize, “Joe, be careful what you write.”

Not that I’m going to write anything negative, but I am going to write something people are going to read and they are going to be influenced by it. Knowing that guides me to be sure that I write the most inspiring, informative and, hopefully, noble words that I can write.

My book, The Attractor Factor, I hope is going to make a difference in people’s lives. As I was writing it I kept thinking, “These are the secrets I wish I knew 30 years ago when I was homeless and starving and struggling. This is the material that I want people who are looking around for answers to find.”

So as I’m writing my copy, my books, my ezine, my newsletters or my emails, I’m very aware that I have a certain amount of power here. I don’t know that people look at me as a hero; I guess some of them do. But I am aware that I have that certain level of power and I want to use it wisely.

Ralph Zuranski: I know in life that people come across our path, and I’m thinking especially of women. I know that recently one of your best friends passed away and I’m also thinking of your good friend, Nerissa.

I wonder if you could share a little bit about just how important the female element or the quality of having a female friend is.

Joe: Well, we all need to have support. The friend who passed away was my wife of 25 years. We’d been separated over the last six years, but we were still best friends. I totally took care of her and supported her. She had been in a near-fatal car accident several years ago and never really recovered from it.

She had gone through a tragedy of her own that I talk about in The Attractor Factor. And she also, of course, being married for 25 years and friends for six years, was part of the journey that I went through when we were in poverty. She was right there with me.

And that’s important. She was right there with me. We supported each other. Those were not easy times. I’m so sad that she’s gone because the loss is profound, but also because she can’t benefit from the success now. She was with me during those poverty years.

Having that support is incredibly profound because without it you really feel like you are one person against the world. That’s not the case, but that is what it feels like.

So having support from a loved one is priceless. I don’t know how to put any more words to it than that. Marian totally supported me; I totally supported her; it was this win-win relationship that created an extra set of energy or more additional strength than even two people together.

Nerissa is the same way. Nerissa and I are supporting each other. We love each other and we are together out here in our country estate now. She knows what I do for a living.

This Saturday as we make this phone call, this interview, she would probably prefer that we go do something fun because we’ve been working night and day. We just got done with that seminar that you were also at in San Antonio.

Ralph Zuranski: That was intense.

Joe: But here we are. She’s totally supportive and she nods her head and says, “I know you are going to go do the interview. Go do it; go break a leg; go have a great time and inspire people. And say hi to Ralph while you are on the phone.”

It is amazingly beyond comprehension how important it is to have support from a loved one.

Ralph Zuranski: I think that people who go to the internet seminars are looking for people they can model their lives after, people who have had extraordinary success like you. Are there any people in the internet industry at this point in time that you look up to?

Joe: Interesting. I love the internet because there are so many good people doing good things. There’s a lot more sharing that goes on through the internet than it does off line.

That’s one of the things I learned from Mark Joyner many, many years ago. Mark Joyner introduced me to the whole world of ebooks when I didn’t think anyone would buy an ebook. He talked me into selling my first one and I tasted blood because it sold so well.

I’ve ended up coming out with 15 ebooks and digital products and digital video and a home study course called “Hypnotic Selling Secrets” at this point.

Ralph Zuranski: I know when I saw you do that I was very impressed that you guys put that project together. That basically cemented my respect for you guys as heroes and you were one of the first people at the big seminar in Dallas, the first one, when I told you about my project you volunteered to help. I’m extremely grateful for that.

Ted Nicholas is also one of the great heroes. I remember I was at his seminar on May 23rd when my dad had a catastrophic stroke and was paralyzed on one side. I didn’t find out until later in the day.

Ted had just recently said that you can’t be a great copy writer unless you can cry. That really struck home. I just wonder, do you feel that this is true, that you really have to be able to cry, to express your emotions, to be a great copy writer?

Joe Vitale: You need to feel. You need to feel.

We heard Brian Keith Boyles give his talk at the double birthday bash. Did you hear that by the way?

Ralph Zuranski: Yes, I did.

Joe Vitale: It was incredibly moving. The man stood on stage. I guess I should say for people who don’t know, Brian Keith Boyles is a very famous copy writer. He gets paid $25,000 and up to write sales letters for Gary Halbert and Jay Abraham and many other people who are legends in their own right.

So he is the quiet copy writer behind the scenes. He is a big guy; he’s like 99% heart. He’s all emotion; he’s all feeling; he’s all giving.

And he got onstage and was basically crying 90% of the time. He was saying it was so incredibly important to love your customers, to feel for your customers and to express your concern for your customers in your copy.

I totally agree. He sent shivers through a whole bunch of people in that audience. He got some people to cry. He got me choked up listening to him. It was a very moving speech.

But the whole thing came down to what Ted Nicholas said. You have to be able to cry. I say you’ve got to be able to feel. You’ve got to feel your own emotions and you’ve got to, by extension, feel the emotions of what your readers are going through.

So when I’m writing copy, I’m incredibly sensitive to what people are going through in their lives when I’m writing to them. Too many copy writers write a letter that is just trying to sell something. I’m trying to write a letter that is trying to make a difference in the reader’s life.

I’m trying to share something, not just get their money. Ultimately, they are going to be paying me something if they see a connection, if they see the value in it. But my focus has to be what is in it for them? How does it help them?

The best way for me to do that, the best way for me to communicate that, the most hypnotic way to do that is for me to feel it first. So you must be in contact with your feelings in order to touch the feelings of somebody else.

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