I’m Michael Karp, a former freelance writer, research assistant, newspaper columnist, and lifeguard.
I was born in South Africa, moved to the U.S. when I was 5, and (woe is me) lost my accent in the process.
I guess I’m just American now.
(Or African American?)
By almost pure luck, I stumbled upon the idea of running an online business.
I’m glad I did, because I couldn’t fathom living my life any other way. This is what I was meant to do.
When I was a runner in high school, I didn’t just want to run.
I wanted to run in the Olympics.
When I was an exercise physiology major, I didn’t just want to help people recover.
I wanted to help pro athletes.
When I switched over to econ, I didn’t just want to work in a firm.
I wanted to be the Chairman of the Fed.
Now (as you will soon see) I don’t just want to run a business.
I want to run a business that changes the world, and helps other people do the same thing.
What is the true purpose of business?
I believe that business should do good in the world.
Businesses should achieve success parallel to how valuable their service is to society.
Not only that, I believe this value should impact people’s lives in a profound and meaningful way.
Am I’m being biased against small businesses, because their reach may not be “profound” enough?
On the contrary.
Profound meaning comes from the personal impact your business has in people’s lives.
Small businesses are positioned the best to make a personal impact, because they have such an intimate relationship with their audience.
Am I being biased against big businesses, because they can lose touch of their audience once they get too big?
Again, I believe the opposite.
Since they are big, they have the power to influence the daily lives of scores of people, IF they interact with their audience the right way.
This segues into the core belief of Copytactics and what it’s all about.
It’s about content marketing and the role it plays in the business world, no matter a business’s size, industry, or niche.
I believe that what I’m about to tell you is universal.
And that it also applies to you, fair reader, just as much as it applies to anyone else.
Content Marketing as a Reciprocal Exchange of Value
I see content marketing as a reciprocal exchange of value between business and consumer, and the greater this exchange, the more good is done in the world.
If people view content marketing the right way, they can use it to exponentially grow their businesses.
But more importantly, they can make the world a better place at the same time, through the content they produce and distribute.
They can get more email subscriptions, more traffic, and increase sales, while helping people solve the dire problems that plague their lives.
They can build trust. They can establish real relationships with their audience and attract loyal followers who are completely devoted to their cause.
They can build authority in their industry, niche, or local economy.
And it all arises as a beneficial consequence of genuinely caring for the needs of their audience — the people they serve — and producing content that caters to these needs.
The greater this reciprocal exchange of value…
the more good is done in the world.
My goals for Copytactics, and for the people who read it
I want Copytactics to become the go-to resource for people who want to change lives through their business.
These people see their business not only as a way to make money, but to make a meaningful impact in the world.
And it’s their content that will be the driving force – the vehicle to spread their message and their service to more people, influencing more and more lives in the process.
This is the role I have chosen for my business, for my purpose here, and in how I want my business to impact people’s lives.
It’s what I work towards 10+ hours every day to make a reality.
I see the potential in every headline on my Twitter feed, and in all 2 million blog posts published each day.
There is so much potential for us, for YOU, to change the world with what you do, even if it’s only a tiny sliver of it.
I want Copytactics to glorify the role of content marketing in business and in life. I want visitors to this site to learn exactly how to understand what information people crave.
I want them to know how to create supremely valuable content that impacts people’s lives in a positive way.
I don’t want their content to become lonely web pages gathering dust. People who read this site will know how to promote their content into the world, so it gets the attention it deserves.
I want every single person I work with, and every single reader of my blog, to know how to take an idea that will help the world, plan out a way to implement it, and execute it to change the lives of as many people as possible.
The Internet may seem like a crowded place, but it’s really not.
The crowds aren’t here. The crowds aren’t us.
It’s the people who will be enthusiastically consuming our content and begging us for more.
The people who will be signing up for our product’s waiting list weeks in advance, because they can’t wait to see what we’ve got for them next.
We are going to provide so much incredible value in people’s lives, that waking up every day will never be a chore, and going to bed at night will be all the more difficult, because we won’t be able to calm the excitement brewing inside us for what the next day will bring.
We will inspire. We will enlighten. We will improve and change.
And we will make it happen through the goodness in our souls and the perseverance in our hearts.
We are not just entrepreneurs, business owners, and content creators.
We are life changers.
There is something bigger going on here.
And I endeavor to uncover it, and share it with the world.
What will you share with the world?