Disney might have its Magic Kingdom, but so do I. Come with me as I share the story of the Copy Whisperer.

Imagine with me that we are out on the prairie, with those majestic southern Alberta Rockies in the distance. The sun is warm and there’s a bit of a coolish breeze rustling the native prairie grass. We’re standing by a round metal pen set up on a flat area on a bit of a rise. In the pen is a wild unbroken horse, and he is none too happy about it. He races one way, mane and tail flying, then skids to a stop and whips around to run the other way.

A slender man dressed in shirt, jeans and cowboy boots leans against the metal bars of the pen and watches for awhile. Then, a coiled lasso in his hand, he steps onto the bars, swings up and over into the pen, and walks quietly and calmly to the middle.

Now the horse is really moving, not sure what to make of this. The man, who we’ve been told is a horse whisperer, faces the horse and begins to move toward him. As the horse runs away, the whisperer turns and walks in a small circle in the middle of the pen, keeping his body facing the back of the horse. If the horse hesitates or makes as though to turn, he flips a length of the lasso at him to keep him going.

This goes on for awhile and then we notice the horse seems to slow down and his head lowers. Shortly after, the horse slows down even more and then comes to a stop. The whisperer now moves his body to turn his back to the horse, and as he does so, to our surprise the horse walks up behind him and touches his nose to the whisperer’s shoulder. This we would learn later, is called the join-up.

The whisperer reaches back slowly and touches the face of the horse, something we wouldn’t have expected at all after seeing how highly strung that horse was earlier.

Suddenly a dog barks and the horse jerks and runs away. The whisperer calmly repeats the process of driving the horse away from him, but now it isn’t long at all until the horse slows and comes back to touch the whisperer again. It’s certainly is quite amazing to see.

We get to watch as the whisperer works with the horse, always gently, asking for his cooperation. And we are continually surprised at how the horse responds with trust to do things he has never done before. By the end of the afternoon’s work, the whisperer has ridden the horse. There is such a beauty to this process that it’s no wonder people say it looks like sheer magic.

We get to talk to the whisperer later and learn that this is a knowledge that has been around for a very long time. For many years those who knew and used it kept it secret – all those who watched could see was that the person seemed to be quietly talking to the horse - which is why it became known as whispering, and even considered a magic art.

What it really comes down to is learning the “language” of the horse, taking the time to observe and understand how a horse operates. By communicating with the horse in their language, it is relatively easy to ask for, and get, their cooperation.

Years ago I was told I should go into business. But I wasn’t interested because I knew I would have to learn how to sell – and that did not interest me in the least. I was like that wild horse – weren’t no way you were going to get me into business. No sir-ee!

But life has a way of getting around you in spite of yourself and one summer I found myself in a new community starting a arts & crafts home business on less than a thousand dollars. I knew about as close to nothing about business as you can get, and selling and marketing I knew even less about. How on earth I ever survived that is beyond me. Maybe God has mercy on fools. Either that or He has plans for us that we can’t imagine, but I did survive. And discovered that I liked the freedom that being my own boss could give.

A couple of years later I met and married my husband who had a business and over the next number of years we owned and operated several businesses. I did eventually learn some things about marketing, but I jokingly say I was so allergic to marketing that just thinking about it was enough to give me mental hives.

There did however come a time when I sat myself down and faced some facts. If I was ever going to really succeed in business, then like it or lump it, I was going to have to learn about marketing.

So, teeth gritted, I set out to learn about marketing. What I discovered in that process totally changed my attitude toward it.

I had always had the picture in my mind of marketing being the pushy salesman kind of thing where you try to weasel, cajole or force someone to buy from you. That was definitely not me, and so I wanted no part of it.

But as I studied marketing I began to learn that yes, there are pushy salesmen out there in a lot of different ways, but marketing done the right way was really something quite different.

This kind of marketing was about presenting a product or service to the marketplace in such a way that it would get the attention of those who were potential buyers. Then it would show this potential buyer the value and usefulness of it for his specific wants or needs – so that he could make a well-informed decision to purchase it.

As I studied the various marketing tools and strategies, I came across one that I had never even heard of before. I suppose what probably really intrigued me about it was that it had to do with writing (which I love) – which meant I could market things without having to do it face-to-face. Being as I am not a social butterfly, people kind of person, this was great news for me.

So I began to study this new marketing tool called copywriting. The more I learned, the more excited I became. Not only was this giving me a way to do marketing that fit who I was as a person, it was a very powerful tool for getting results. It could connect with people and present a product or service to them so that they would have the knowledge and freedom to make their own choices. I really liked that.

In fact, I liked it so much that I bought the basic copywriting program from the American Artists and Writers Institute (AWAI), which I found had one of the best copywriting programs available. That course was so good I signed on for their Infinity program so I could have access to all their programs and information.

When we moved back to Cochrane and I began thinking about starting a new business, it was a very easy decision for me to choose copywriting.

As I thought about how to present this amazing marketing tool to my prospects and clients, the picture that came to mind was that of the horse whisperer. I loved the idea of having a way to market “gently”, asking for cooperation instead of trying to push or beat someone into buying something.

That’s when I decided to become the Copy Whisperer.

I knew that my study of marketing and copywriting had helped me to understand how to identify a target market for a specific product or service.

Now while a horse is brought into the pen, a prospect or customer must be given incentive to enter, a compelling reason read the copy you’ve presented to him. I had learned how to do that through a well-crafted headline and opening paragraphs.

My training had helped me to understand the prospect/customer – to learn how to speak in their language, one they would feel comfortable with. By using language that would make them feel heard and understood, they would “join up” with you just like the horse with the whisperer. They would be more willing to hear what you had to say, and to do what you would ask them to do.

A horse is a herd animal and wants to be belong. Those needs motivate his responses to other horses – or to the horse whisperer. The prospect/customer also has needs that motivate their actions. I had learned how to identify those needs and how to use them to connect with the prospect.

I had learned what information they would need to make a decision, both the emotional decision as well as the logical decision. And what kind of offer to make that would convince them this was the best solution for what they wanted and needed, that this purchase was really right for them.

I had learned, like the horse whisperer with the horse, how to deal with the fears and objections of the prospect, how to help them feel safe and trusting, instead of making them want to run away, how to make it comfortable and easy for them to make the choice to buy.

Just as the horse whisperer communicates with the horse to establish his position as the leader, I had learned how to present myself or my client as the expert or authority, and as someone the reader could look to and rely on for answers. People are looking to be helped. They want to be led and given direction – especially when they need something. They are willing to work with you if you are willing to give them what they need – safety, trust, information, leadership, value, etc.

All of that and so much more, I discovered in my magic kingdom of copywriting – that of being a copy whisperer.

I would love to share what I have learned with you to help make your marketing a gentler, but far more powerful and effective experience for you.

Please feel free to call me at 403-981-5910 or e-mail me at evelyn@willowrosevillage.com with your questions or possible projects.

Evelyn Grace Marinoski,
- The Copy Whisperer -

PS. Have you ever gone to buy something and found yourself working with a salesperson who doesn’t pressure you, but genuinely makes the effort to understand you and what it is you really need and want? It’s a pretty neat experience - when it does happen. That’s exactly what I want Copy Whispering to give my clients – and their customers – a sense of relief and pleasure that they are being heard and understood, and that they can get what they really want.