The Lazy Marketer’s Guide to Success: Don't Sell Work!
OK, I’m Not Lazy... But I Got Your Attention 😉
Let me tell you a story.
I spent the last decade as a church pastor, working with volunteers and nonprofits. And during that time, I noticed something fascinating about human behavior.
Whenever I asked volunteers to take on a new role—something like “Youth Director” or “Family Support Coordinator”—the reaction was almost always the same. People would sort of... shrink.
“That sounds scary 😬.”
“I don’t think I have the time...”
“There’s too much on my plate, I’m sorry.”
“I need to slow down this year.”
It wasn’t a lack of interest. It wasn’t laziness. It was the position itself that made people hesitate.
But here’s where it gets interesting. If I asked those same people to use their passions and gifts to serve youth or families—without any labels, titles, or official positions—everything changed.
Suddenly, they were excited.
They were on fire to help.
They threw themselves into the work with energy and joy.
Why the Shift?
It’s simple:
The positions with titles sounded like “work.”
The invitation to use their passions sounded like “play.”
People naturally shy away from “work” because it feels heavy, burdensome, and obligatory. But “play” taps into something deeper—it feels fun, light, and purpose-driven.
How This Applies to Copywriting
This principle is just as powerful in marketing and copywriting.
When you’re selling something, how you frame it can determine whether your audience feels inspired—or overwhelmed.
If your offer sounds like work, they’ll hesitate, even if they need it. But if it sounds like play, they’ll lean in eagerly, ready to take action.
Work vs. Play in Your Copy
Here’s what I mean:
Instead of saying, “Learn How to Be Disciplined” (sounds like work)…
You can say, “Unleash Your Inner Achiever” (sounds like play).
Instead of saying, “Build a Morning Routine That Sticks” (sounds like work)…
You can say, “Wake Up Energized and Own Your Day” (sounds like play).
Instead of saying, “Master the Art of Writing Headlines” (sounds like work)…
You can say, “Discover the Secret to Attention-Grabbing Headlines” (sounds like play).
The Lazy Copywriter’s Guide to Success
So here’s the big takeaway:
Don’t sell work—sell play.
Frame your offer in a way that makes your audience want to engage. Tap into their passions, their dreams, and their sense of fun.
When you do that, you’re no longer pushing your product. Instead, you’re inviting them into a journey that feels exciting and effortless.
And trust me, they’ll jump on board with energy and enthusiasm—just like those volunteers.
So, next time you sit down to write copy, ask yourself:
Does this feel like work?
Or does it feel like play?
The answer could transform your results.
Now go have some fun with your copy—and watch what happens. 🚀
