"Joe Vitale Answers the Question 'What Seperates the Great Copywriters From The Ones Who Are Not" by Ralph Zuranski
Ralph Zuranski: Do you feel that that is the thing that separates the greatest copy writers from the also-ran’s is their ability to really care about the people who are going to be reading the copy and also be involved in high integrity and just truthfulness; telling these people the truth about what is in it for them rather than lying to them?
Joe Vitale: I would say that is absolutely it. The only addition, and it is the smallest part, is the ability to communicate with words in a clear and direct way.
Ralph Zuranski: It seems that you and Ted and Joel are creating a very powerful dynasty of interactive seminars where the people that attend actually become a part of the internet marketing family that you guys are creating.
Joe Vitale: I love that. You know I put on the spiritual marketing super summit that you attended a year ago January, a year and a couple of months ago, and I still hear from people who attended it.
This is really an important distinction. The people who went there were not attendees. They were becoming part of a new family. That is what is going on in the best of these seminars, even the one with Ted.
I feel like I’m a stepson or brother or something of Ted Nicholas now. Of course, I feel like a relative of Joel Christopher and I feel that way with you.
That is what is happening. You create these relationships that become deeper connections than, in many cases, with your own blood relatives.
Ralph Zuranski: I know when we go to these conferences it really is. You spend an intense amount of time learning and just emoting. I have to say I have never been to any other seminars where people actually cry on stage.
Joe Vitale: I would say the same thing. That’s an important point too. When I do my spiritual marketing seminar, at the end of it I ask people to come up and tell what they got. Several people came up and were balling. I did not expect it. I still get shivers thinking about it.
The same thing happened at Ted Nicholas’ event and I’ve seen the same thing happen at Joel’s other event. It’s breathtaking. People are moved not on the intellectual level. Certainly they are getting the intellectual information they came for, but their heart is being opened.
Ralph Zuranski: And you think that is incredibly important to help them transform who they are and where they are going?
Joe Vitale: Well, it is the ultimate goal. That is the best way to put it. It is the ultimate goal because opening our heart allows us to open to our connection to the universe and the universe is trying to guide us all along to our better good and our greater riches.
I firmly believe that as the optimist that I am; that is the direction we are all going in. We resist that connection when we are locked into our brain and we’re closed off from our feelings.
So opening our heart opens us to the richness of the human experience. It opens us up to new relationships, but it opens us up to that connection to the universe that guides us to what I’ll call the ultimate goal.
Ralph Zuranski: Do you feel that when we go to the conferences that it is the connections we make with other people that are the primary factors that determine our success in the future?
Joe Vitale: That’s exactly it and very few copy writers mention that when they are trying to sell a seminar. I think that is a mistake.
When we go to promote a seminar almost everybody, myself included because I’ll fall into this trap, will focus on who is going to speak and what is their topic. We almost forget that what is more important than who is going to speak and what their topic might be is the meeting of new people, the interaction, the networking and the new family. That is more important.
Ralph Zuranski: Look at the cost of the seminars. I think the one that is coming up is the marketing cruise where millionaires are going to be on there and it is going to be expensive, something like $10,000. People are sitting there and thinking, “Gee, that is an incredible investment.”
Do you feel when you have a higher price for a seminar that people actually put a greater value on going to it than what they learn there; that it is more ingrained in helping them to use that material to be successful rather than something that they get for free?
Joe Vitale: Believe me, if somebody pays $10,000 to go somewhere, they are incredibly alert the entire time they are there.
If they pay $5 to go on it, they are going to goof off, they are not going to go to all the events and they are not going to network much. They are going to play more. They haven’t valued it.
If they pay $1,000, they will do a little bit more in valuing it. If they pay $10,000 and they are not an independently wealthy person so that $10,000 isn’t pocket change they just throw away, if $10,000 is important money to them, they will look at it, like you just used the word, as an investment. They will look at it as an investment and they will be acutely aware of every opportunity that takes place.
So it is profoundly important that they go to these kinds of events because it forces you to pay attention, to open your heart, to make the connection, to do all the things you should do at these events anyway.
Ralph Zuranski: That’s true. With the “In Search of Heroes” program, one of the primary goals is to help kids find their own hero within and then go in search of local heroes and publicize those individuals.
It is the people who are really giving back to the community who deserve to have their businesses elevated in the community for people to come where they know they will get good value.
What advice could you give young people about writing about heroes in the local community?
Joe Vitale: I would say to definitely write about them for a couple of reasons.
First of all, they can all use the publicity. When somebody is doing good out there, tell other people. Let’s pass it around like the old pass it forward type of thing. Let’s get attention to the good that is going on in the world because the mass media, for the most part, focuses on what isn’t working. Let’s focus on what is working.
So this is a contribution to the universe itself. It is a contribution to the planet to write about the people who are making a difference, who are influencing you, who are influencing others.
When I say write about them, write about them. Write an article for a local magazine. Write an article for the newspaper. Write an article for your ezine or your blog or your web site or whatever that happens to be.
You can also even distribute news releases which I’m a great fan of doing. I learned it from one of my heroes, P.T. Barnum and, of course, another one, Paul Hartunian.
You can get the media directory from any big city; whatever the biggest city is close to you. I’m near Austin and San Antonio. I would call the chamber of commerce in both cities and say, “I would like to have the media directory or the media guide for the city.”
They usually cost under $15, sometimes $50 bucks, but it is still affordable. It will list all the media contacts: radio, T.V., newspaper, the weeklies, the monthlies, and the whole bit.
Send them news releases and say, “I’ve found a hero in my area. This is what they are doing and I’d like to do this story.”
Or even propose they do the story. This will serve you because you are going to feel good. You are going to become a hero to the community, maybe in a quiet way, but you’ll feel good because you’re giving to the community.
The person who is already giving to the community about whom you are doing the story is going to feel good and it will reinforce their continuing to do good. And when the story is broadcast, printed or distributed even more people will hear about the good that is being done.
This is the kind of ripple affect we want to go out into the world. Let’s create more heroes by talking about the heroes who are already out there.
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