Antifragile
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FASTLANE INSIDER
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- Mar 15, 2018
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This is a fun debate.Sure, let's take a generic fitness training program that is being sold as an info product:
- Control: You sell it on your own website which has plenty of inbound traffic from several sources.
- Entry: You will need the aforementioned domain-specific knowledge to be able to create the product.
- Need: Half of the 1st world population is overweight or in bad health.
- Time: Create once, sells forever.
- Scale: Create once, sells unlimited number of copies over the internet.
Does this hypothetical business model rely solely on writing? No.
Creating this would require an entire skill-set which includes: knowledge of sports and general human physiology, video recording and editing, web design, marketing, sales etc.
But writing is the core ability that will enhance all the other required skills. Being able to write means being able to speak, being able to think, being able to lead, being able to sell.
This is our fundamental skill and it's being used directly or indirectly in almost anything we do, especially in business.
I believe that fitness programs are now the new "printed T-Shirt" businesses. If I want to run a marathon, I have thousands of free programs available to me, there is no way I'd pay for one. And if I did, I'd pay for a coach who would then give me his/her custom for me program. Selling a fitness program would be the opposite of fastlane.
I also do not believe that these types of products "sell forever". They distribute free forever, yes. But to sell them, would require skills way beyond writing (as you said already).
Worse yet, the need you point to isn't there. People who are overweight aren't overweight because there aren't enough fitness programs written by great copywriters! Do you agree with this?
In the end, what you described is not writing as fast lane business. You are describing a service converted into a product. Take Wim Hoff method - he had a service that is now a product, an app. That can be a great business.
As you continue thinking about it, I believe you'll come to the same conclusion as me.
All entrepreneurs should master the skill of writing.
Yes, 100% agree with this. Yet I don't need to be a copywriter to be good at copywriting (or writing for that matter).