Copywriting Boob Jobs
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QUESTION: I am new to copywriting wondering how much do you use your swipe file? Do you do what some of the other copywriters do and create a whole ad directly from other ads or what? I am confused on this. Please tell me how much you use your swipe file.
BEN: As far as I’m concerned, an ad that’s completely put together with a swipe file is nothing more than the copywriting equivalent of a boob job.
Everything may look good from a distance — or even at first glance.
But if you get up close and take a good look, it’ll be obvious you’re looking at something that’s… well… less than genuine.
Don’t get me wrong.
Swipe files are great for getting inspiration for offers, headlines, specific phrases and things like that (I use mine for different ad structures — similar to the way John Anghelache teaches.)
But it’s the ideas behind your ad that make it work. Not the words.
And a terribly “written” ad with a great idea behind it will usually demolish a magnificently written ad with a crappy idea behind it.
QUESTION: Do you have a list of other “favorite” links and marketing sites you think I should be reading?
BEN: Other than the “usual suspects” — like Halbert, Carlton, Kennedy, Bencivenga, etc — here are some sites I don’t hear mentioned very often. But that I am always reading and being influenced by:
This is copywriting master Craig Garber’s website.
There are a ton of really interesting and helpful resources on this site and in his almost daily emails.
One of my subscribers saw my name on his testimonial page for one of his products and asked why I never told him about it.
Well, I took his advice and am telling everyone reading this to check out
Craig’s site and get on his list.
It will be one of the most profitable things you ever do.
This is a great site to get the “low down” on what’s going on in the culture right now — especially when it comes to political scandals. It’s also a goldmine of headline ideas and unusual pieces of information you can use in your ads, articles, promotions or newsletters. In fact, I have gotten many ideas for my newsletters just by reading the headlines on Drudge — such as the wild piece I did a couple years ago about the 480-pound woman who got stuck to the couch. (see my book “The Copywriter’s Cheat Sheet”)
3.) www.undergroundinterviews.com
This is a site I’m surprised I don’t hear more about. My friend Ewen Chia put this bad-boy together, and he’s interviewed (so far) over a dozen experts in online marketing. I’ve learned a LOT from these interviews. Especially the interview he did with Chris Knight of ezinearticles.com. This is a site you should prepare to spend some serious time at. Especially if you’re just starting out and want to quickly get ahead of your competitors.
Okay. I debated with myself whether or not I should include this. But I’d be lying if I didn’t say this site — ridiculous and nerdy as it is — doesn’t influence my writing and advertising on some level. You see, this site is for “Star Wars” geeks, and the guy running it has a couple hundred thousand people duped into believing he’s actually George Lucas. I have no idea how he gets away with it, but this is hands down one of the most entertaining sites on the entire Internet. And I find myself getting all kinds of different ideas for things just reading it. Anyway, that’s it for now. There are more (a few of the below), and maybe in the future I’ll talk more about them.
Last, but not least, is Sean D’Souza’s magnificent resource guaranteed to change the way you write copy. His free report contains some of the best information on headlines I’ve ever seen. Information that, to my knowledge, nobody else teaches. There are only a small handful of ezines out there that really make you think on a deeper level about marketing, copywriting and psychology, and this is one of them.
QUESTION: I read your newsletter about reading other writers besides copywriters. And I was wondering if there are any other non-copywriter writers and writings you suggest studying?
BEN: Yes, read political writings — the farther to the left or right the better. Just make sure you stay away from the middle of the road, “I’m afraid to offend the establishment” (on either side) people.
In fact, I have found political junkies, especially those who post on message boards and reply to blog posts — to be the best “copywriters” in the world (whether they realize it or not).
Why do I say this?
Because the best “copywriting” is often done by people who are emotionally charged about something and just letting the words flow, exactly as they speak. And you will find no better place than people whining and complaining about politics.
Here are a couple sites to get your started:
www.mikemaloy.net
Just know:
You’re going to either love or hate these guys, and you’re probably going to be offended. But the people who frequent these sites — even the nasty and bitter ones at the Malloy site — have some of the best one-liners and turn-of-phrases (perfect for copy) you’ll ever read. And in a lot of cases, their ability to “say” a lot in just a few words is worthy of serious study if you’re a copywriter.
QUESTION: I have NEVER heard ANYTHING like that testi-benefits newsletter you wrote before, and it absolutely killer. Where did you learn that idea from? Do you have an ebook of these types of sneaky ideas that can boost response?
BEN: I learned that secret — and many of the secrets on my site — purely through observation, writing and trial and error in the field. You can read more in my book “The Copywriter’s Cheat Sheet” — which I give to everyone who subscribes to my blog alerts free.
QUESTION: I have joined AWAI’s copy writing program. Could you please reommend 1 or 2 books that will help me accelrate my learning?
BEN: Yes, the first is free. And the second will set you back about 100 dollars.
1.) The first one is the “Boron letters” and any of the copywriting newsletters on Gary Halbert’s site
2.) And the second is Eugene Schwartz’s copywriting masterpiece “Breakthrough Advertising”.
I’d read Gary Halbert’s stuff first, ten times straight through, then Breakthrough Advertising next (again, ten times straight through).
And also, take lots and lots of notes. Then read a bunch of ads that have pulled in millions (check out hardtofindads.com) with your notes, and mentally take note of how the stuff you’re learning about in those books is used in those ads.
Yes, it’s work.
But if you do it — and apply what you learn — you’ll be light years ahead of almost anyone you go against.
And that’s it for today. Send your questions about copywriting, advertising, marketing or business by clicking here.
hahahahahahha copywriting boob jobs! I love that analogy
I know what you mean about people being is pissy moods and acting weird. A funny note about the 6/6/06 thing. Over here in Asia, people were falling all over themselves to get married, give birth, start up companies, etc because the date, here, is very auspicious. How’s that for a twist on the already very bizarre?