Ben

You amaze me. As you mentioned on your email, these are like ‘it’s more like 9 copywriting lessons rolled into one.’

I personally like #3 and #4. I would take your advice on #5. Maybe that should get me going a little bit with what I want to achieve. It’s been a roller coaster ride lately.

This will go with my notes GeorgeFiles.

Ben

Great post. Wonderful reminders of things I should be remembering and, too often, don’t.

Thanks,

- John

I heard the hands/creative thing from Gerry Spence’s “How To Argue And Win Every Time.” But the process is still a little too random for me doing it that way, and I really like your idea of it being more of an “on/off” switch.

Ben

Nice post. Heartening to see at least one other copywriter who’s not selling snake-oil and hype (of course, you hypnotised me into writing that against my will).

Interesting observation on the late night dog diarrhoea, too. If you get my meaning.

Richard Wiseman goes into this unconscious process of solving problems in his amazing little book “Did you spot the gorilla?”. Wiseman is a professor of psychology in England and he’s done loads of work on luck (unsurprisingly, good and bad things happen to everyone in roughly equal measure, and the tag “lucky” or “unlucky” is nothing more than our perception — read “The Luck Factor”).

Anyway, in “Did you spot the gorilla?” he goes into some depth on how you can deliberately set this unconscious problem-solving process in motion. No B.S., no hype, no snake-oil: this is real science.

Warmly,

Jon

My dog seems to love waking me up at night, so I get to use this “technique” often : )

Ben

Great content as usual, thank you!

And I’m sure my Jack Russell will help me make use of tip number 1 sometime soon…

All the best

Katie

Ben