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. (Nothing against boob jobs, by the way, I’m just sayin’…)
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: 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 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.
