There’s a wonderful European-style market and bakery in the Oak Lawn area of Dallas. They serve everything from made-to-order salads and sandwiches to chef-prepared, ready-to-eat meals.
But what I love most about the place is the sign on the door when you leave. It’s classic.
The sign doesn’t read “Please Come Again” or “Thank You for Your Business” or some other typical exit sign platitude.
It says . . .
“See you tomorrow.”
That kind of confidence is compelling and downright sexy. Sure, a fantastic product, service, or experience is the starting point from which confidence comes, but too many people play it scared and safe even when what they offer is truly great.
I’m not talking about arrogance. Arrogance is an indication of fear, not assurance.
Too many people, however, approach copywriting from a defensive mindset. You’re already back on your heels from the start, instead of proudly sharing your excellence with the people who can benefit most from it.
After all, if you’re not confident in your product or service, why should anyone else be? Confidence is a strong attractor because it assures people they’re making the right choice.
And we’ll see you tomorrow.
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