The Copywriting Brick Wall - How to Find the Door

<img src="https://copywriterspodcast.com/images/banner/copywriterspodcast205.jpg" /> <br />We recorded today’s show a few days after the Superbowl, and I’d like to talk about the most admired and most hated athlete in America, Tom Brady. People seem to run very hot or very cold on him.<br /> Personally, I like him. He lived in my part of the country earlier in his life; he graduated from the same college I did; and he used to come back here summers to work with Tom Martinez as a personal quarterback coach. Martinez was also the football coach at the College of San Mateo, where legendary coach Bill Walsh once played.<br /> Football royalty. So, you have every right to ask, what in the WORLD does this have to do with copywriting?<br /> Well, I know about Tom Brady’s secret frustration. And what I know is not from any inside information, but just from a fact of life which also affects copywriters. Tom Brady’s work ethic is not the only reason for his incredible success. It’s also his patience, when he worked and worked and worked and worked and worked without seeing any progress. And then one day - shazaam - a breakthrough.<br /> There’s a brick wall he kept running into. A brick wall we ALL run into, if we really want to get really good at something. Then one day, the door seems to magically open, and you break on through to the next level.<br /> We talked about the brick wall today and I laid out the formula for getting through it. What you need to know to get to the next level of copywriting.<br /> The brick wall I was referring to before has a technical name, among those of us who study it and those of us who coach people for performance improvement. It’s called the plateau.<br /> When you’re climbing a mountain, there are stretches of the path where you are moving upward. And there are stretches of land on your path that are flat. You have to move across these flat areas to get to the next part where the path continues upward. In geography, the flat area is known as a plateau, and that’s where the term comes f