Your Journey vs Your Goal (Or, a word of warning for the ambitious):

“Money doesn’t change you- it just highlights who you already were”…

Let’s go back- many years ago now, in fact…

We’re going back to when I was in preschool- that far. But I remember it still: the wooden pirate ship where my friend and I hid every day when the teachers called us in for nap time- thinking today would be different and they’d miss us. Nap time itself- lying there in the cot, bored out of my brain while they played new-agey music in the hope it would lull us to sleep (and I imagine the teachers looked forward to coffee, gossip and a brief respite from dealing with a classroom of unruly 4 and 5 year olds!). I remember being in the playground one day, the smell of damp autumn leaves covering the ground, blue gym mats laid out, kids playing in a stainless steel sandbox, thinking about how my cousins were coming over to our house tomorrow and looking forward to that…

From my recollections, it was the first time I’d ever thought about something in the future- and that memory itself is now almost 30 years in the past.

But I also remember one of the albums Mum played in the car around that time. And from that album, this famous track was my favourite:

I loved the fast tempo, the aggressive electric guitar riff that underpins the whole song, and the guitar solo at the end that breaks away and fades out with the track. The whole song, to my 4 year old self, just felt badass.

What’s interesting though is when you read the lyrics- because while the song is about chasing a dream, in the timeline of the song we never actually reach that dream. It is, in fact, a “moment in time”, of pursuing that dream, on a journey from a to b.

Then there was the major assignment I had for Year 7 English- we’d read ‘Boy’ and ‘Going Solo’ by Roald Dahl, both autobiographies covering his childhood and then his adult life as well. Our assignment was to write our own autobiographies- tell the story of our lives in the 12 or 13 years of their entirety…

But what I fondly remember most to this day wasn’t handing the assignment in.

It wasn’t getting 50/50 for my efforts either (can you blame me for bragging about this one?)

No, what I remember fondly is getting to take a day off school to write the thing. Mum and Dad were at work, my sister was at preschool- so I had the house to myself. I spent the day channelling memories and the stories of my life, writing them down, then taking a break to go watch TV for a bit or make lunch- before going back to my craft. It was a great day where I wrote something start to finish, and had a lot of fun doing so.

Reading some of my recollections out to the class, everybody laughing at my stories, the top marks I got- those were just the cherry on top!

Just recently, I was at a business get together where a colleague of mine took us all through goal-setting, step by step. We each had to write down a goal, and then take it to pieces to itemise the finer details of achieving that goal- how we were going to do it, what we needed to obtain, how we imagined feeling once we achieved that goal. Upon completion, attendees reported feeling a sense of new-found clarity about achieving their goals, and my colleague really showed his worth in taking us through this exercise.

Yet here’s the important thing to remember about the goals we set-

We can become so fixated on our goals that we ignore arguably the best part of going for said goals: it’s not the achievement itself where you feel the most contentment. It’s the journey itself!

Stop for a second and cast your mind back to something you set out to do, a goal you envisaged. Got it? Now ask yourself this, and be honest: was the point when you achieved your goal at last the most memorable, or was it everything you did up until that point instead?

Time after time- it’s not about the goal, but about the memories we create, the people we meet and the person we become on the way to reaching that goal. This has been the premise of countless best-selling movies and novels, and with good reason.

You see, in my earlier days of business, I made the mistake of imagining a future point in time where I’d have a certain professional profile, drive a certain car, have made a certain amount of money and live in a particular house- and how good it would feel to know I’d “made it”. Understandable sure, because I was just starting out and of course you think about how you want your business venture to end. But then one day, I did something a little out of the ordinary: I sat back and visualised living in that house I wanted to end up in. I imagined having reached those other goals, achieved them, and sitting in the spacious living room looking out over the balcony of my place, every little detail clear…

Then after about 5 minutes, I thought “Ok- now what?”

In just 5 minutes, I’d discovered something about our big, audacious goals: they are not the be-all and end-all. No doubt you’ve had other goals you set yourself throughout your life, then reached them- and guess what? You didn’t suddenly start feeling happy did you? You didn’t suddenly think “Now I can just cut right back and do nothing for the rest of my time here because I achieved X” did you?

I think back to my Fight Like A Pro experience

Sure, Fight Night itself was memorable…but after that one night, it was over. No more training, no more preparation for that big night- it was over, done. I passed (as best you can ‘pass’). But after about a week, I understood why so many guys went back and trained at the gym after their initial Fight Night had been and gone, why more than a few fighters on the card were guys who’d done this several times before as well. Because even now, I fondly remember that 10 week experience- getting fitter, getting better at fighting and learning about myself- the whole journey all the way up to Fight Night. 1 night vs 10 weeks- which do you think contains more fond memories?

We can look at other people in our field or even just in business generally who we think “have it made”, and be tempted to imagine how much better we’d feel overall if we were ever in their position. But here’s what so many people don’t realise before it’s too late-

You’d get there- achieve that big audacious goal- and realise that wasn’t “it”- and be left feeling the same way you did achieving all those other goals you’ve achieved in life:

Is this it?

I wrote more about enjoying the journey, here: This Is What Gratitude Really Gives You

But today I wanted to encourage you to re-think how you regard those goals you have, whether it be on a professional or personal level. Not that you shouldn’t aim for them (as long as your heart is in them, of course) but to appreciate the journey itself- the simple “doing” part of whatever it is you do-

Because one day, it’ll be what you remember fondly- so enjoy it while it lasts!

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9 Website Copy Hacks (So Easy You’ll Kick Yourself For Not Taking Action Sooner!)

Maybe you’ve heard that your website is your 24/7, online shopfront. Or that it’s your online business card. Or some other metaphor like it?

But whatever you might have heard about your website, there’s one thing we can surely agree on:

Your website is one of THE most critical marketing tools for you to get right. Because it doesn’t matter how much money you throw at Google ad words or Facebook ads or how much time you invest in keyword research of blog strategy- if your website drops the baton, then you’re dropping sales opportunities with it.

So if you want to safeguard yourself from letting hot leads slip right through your fingers, here’s 9 website copywriting hacks that are easy to remember (and take action on)- and you can do them yourself:


#1- Identify Your Audience


First of all- you’ve got to clearly establish who your website content is written and designed for. Who do you want to call you or your team, sending an e-mail enquiry and moving the dialogue onto the next step towards another sale?


#2- Create Catchy Headlines


It doesn’t matter how catchy or memorable the copy you write is- if you don’t give them incentive to read it with your headline, you might as well write THIS over and over:

I’ve spoken in previous articles about crafting a catchy headline, but if you want to really nail it down, get your hands on the free guide here- it’s just a simple download that also reveals how to write articles that keep them glued to the end once you’ve stopped your audience in their tracks with that killer headline: Click here to get the free download


#3- Speak Positively!


Whatever you do-

DON’T think about a pink elephant with spots wearing sunglasses!

What did you literally just think of- after I told you NOT to?

How about…

You’re a kid and you’re carrying something delicate. Then one of your parents or your teacher warns “Don’t drop it!”

How much more did you stress after they said that? They had the best of intentions, but they expressed it the wrong way. The coach who sends his team out with the message that “We CANNOT afford to lose today” has himself to blame as much as his players if they fail to deliver.

So when you’re selling your product or your services in your web copy, instead of talking about what’s NOT going to happen or the problems your customers are going to avoid, instead be positive. Talk about how much they stand to gain. Sell them on the benefits.

Tell them to think about the yellow giraffe in the party hat!

Tell them that today they’ve got what it takes to win- and they should.

Make them associate positive thoughts and feelings with your product or service. Look at how companies like Coca Cola sell what is (essentially) sugary water with caffeine in it:


#4- Put Your Audience First


Be more liberal with usage of the word ‘You’ in your website copy. This is a word that makes your audience instinctively take notice, as opposed to talking about yourself. Look at these two sentences:

a) Scribe Copywriting creates online copy that delivers more leads, enquiries and sales for our clients


b) Scribe Copywriting creates online copy that delivers more leads, enquiries and sales to you

Which one felt more relevant, as you read it?

The website isn’t written for you, after all. It’s written for your audience. So put more ‘you’ in the content and put them first!


#5- Make Them FEEL Something


Rather than presenting bland, static information, make them feel something as they read your copy. What do you want them to feel? Because if your copy makes an emotional impact on them in some way, they’re much more likely to engage and you’re far more likely to persuade them to take action however you want. I wrote about this fine art, here


#6- Talk Like Them


When it comes to copywriting (or even selling in general) getting the ‘tone’ right makes a big difference between the positivity of interaction between your lead and you. It’s about connection, earning their trust, getting them on side and getting them to believe in what you’re doing or what you’re selling. When they read your website copy, they want to know that it’s written for people like them- people who want what they want. I go into more detail on ‘tone’ and how to get it right, here


#7- KISS


In short? Keep It Simple, Stupid! The joys of editing. Basically, go back through every sentence of your website copy and ask yourself 3 questions:

a) Is it relevant?

b) Is it necessary?

c) Does it provide information of value to the reader?

If it does none of these things, then get rid of it! I also covered this in my piece on blogging: Before every blog article you write, stop and asking yourself THIS


#8- Hyperlinks- Use Them And Be Smart About Them


Using hyperlinks to external sources (other websites or articles) or internal sources (your own sites/ articles) makes your web browsing experience more user friendly but is also a boost when it comes to SEO. It makes it easier for them to learn more about your business or about your industry, without having to go and do the navigation themselves.

Make it as easy as possible for them!

But if you have too many links, or too many irrelevant links, you may be penalised in search rankings for this. So use the power wisely!

Neil Patel goes more in depth, here


#9- Be Specific In Your Calls To Action


Your calls to action (CTA’s) should be specific and idiot-proof. Because imagine being your audience, for a second:

You’re reading this site (your website) and the content has grabbed your interest and you’re reading along feeling more positive as you read every paragraph- these guys know their stuff! You definitely want to speak with somebody on the team to see how they might be able to tailor a service to fit your needs.

Then you get to the last paragraph, and below is a button…

Let’s switch back to you, the website owner-

You’ve put a button right here for users to fill out a quick questionnaire and send it to you in order to get up to speed on their requirements when you call them. So you have a green button there with ‘Submit’ on it

But the audience is confused here- what exactly does ‘Submit’ mean? Submit work? Submit an application?

It would pay to be specific in this example, wouldn’t it? So instead, on the CTA you’d put ‘Get A Consultation’ or ‘Talk To Us’- so when they click that button, they know exactly what happens next!

It pays to be specific, after you’ve done all the other great work, carry it to the very end and let them know exactly what happens next.




These are all simple action items you can take care of yourself. And you’re fully aware of how small changes can make a big difference in how your audience interacts with your website- and the success you enjoy from converting leads and transforming your curious audience into customers.

If you want to go in depth with this and get real, professional feedback on your website- Contact Us