Do you know who Earl Nightingale was?
He was one of the early “success pioneers” who devoted his life to helping others succeed.
His most popular work is “The Strangest Secret.”
The theme of which is “you become what you think about.”
That is, according to Earl, the strangest secret in the world for success (or failure).
Well guess what?
This also applies to writing ad copy, too.
Except, when it comes to copywriting, it’s more like:
“You WRITE what you READ about.”
This is so consistently true, it’s almost spooky.
For example:
Sometimes people send me their ads to look over. Usually I delete these emails (if you want me to critique your ads, you gotta pay for it, unless I choose yours for one of my “mob critiques”).
But sometimes, for fun, I take a peek.
Usually what I see ain’t pretty.
I really HATE judging ads — no matter my personal preferences — without seeing test resultz or knowing more about the market.
But some of these are just really, really BAD.
They are simply copying the “HYPE & SCREAM” style of so many Internet sales letters.
With no original thinking attempted.
No “depth” as to what the product will actually DO for people (or how it will do it).
No even trying to establish credibility or build trust.
Dumb.
REAL dumb.
Anyway, these doods are not bad people, by any means.
They are simply victims of the “other” Strangest Secret:
“You write what you read about.”
We ALL do this, too.
We all tend to write what we read about.
And to paraphrase Earl, when it comes to writing ads:
“If we read about crap… we write about crap.”
This is one of the reasons “A List” copywriter Doug D’Anna said (in the interview he did for my book at www.CopywritingGrabBag.com) most copywriters should throw their swipe files away.
Many times they are doing FAR more harm than good.
This is also why I wrote my swipe file report last year.
This baby points you to some of the highest selling ads by some of the best copywriters who ever walked the earth.
Ads that were not only tested on the “kool aid” lists who will buy anything a particular marketer sells.
These ads actually persuade and speak to the skeptic.
You can grab this report free by clicking here.
(Just scroll to the bottom of the page.)
There’s also a free interview on how to USE swipe files there, too.
Ben Settle
{ 7 comments }
Good stuff Ben, what I’ve been noticing is there are tons of “must have” ads that everyone says we should have or study. Personally, I find I don’t always “mesh” with each one, so I try to learn and study from the ones I can “get with” if that makes any sense.
Because no matter how many times I read or write it out, if I can feel it then I’m just going through the motions and don’t pick up what I need.
I also realize there are a ton of copywriters out here sharing good information, but again, I don’t “vibe” with them all. They are good folks I’m sure…but time is a premium, so I have to make sure I invest it in those that help me get the most return on my time…the folks I really resonate with.
Anyway…I’m getting long winded…but, know that you are one of those “dudes” that I read, open emails from, and take to heart what you say.
I’m gonna find more of your ads man….watch me
Hey Joe, I appreciate that, and am glad I’m in your “inner circle”
Usually I don’t publicly reveal my ads simply because the clients ask me not to. But any of my sites like nodogbones.com, copywritinggrabbag.com, affiliatetrumpcard.com (actually, there is no “real” ad there), are game.
Secretcopywritingtactics.com is another one — although I would write it much differently if I had to do it over again.
BlackBeltRecruiting.com is another one, and probably one my favorites. Mostly because I used to struggle with phone prospecting when I was in MLM
There are more, but since you asked I figured I’d send ‘em to you.
Personally though, and maybe because they are my ads, I wouldn’t recommend studying them. Go for the “real deal” — those Gary Halbert ads you have. Those are the ones I study myself.
Ben
hahaha, thanks man! Good stuff dude…you’re too modest! I love your writing, don’t care what anyone says. I can learn from it.
Halbert definitely has some good stuff man, but don’t bash yourself too much, you’ve got something special as well.
I’ll be checking these out!
Hey Joe, well if ya put it that way….
Seriously though, Halbert is the main dude as far as I’m concerned.
I used to hand write his ads out every day over and over and found it kind of fun because his ads are so entertaining and fun to read.
Ben
Yeah man…I was going to ask you if you did that ( copy by hand) as most of the best writers seem to have done it. I have a huge collection of Halbert’s ads man, I really have some good stuff…I just want to make sure I’m writing out the best ones.
Do you no longer copy out ads by hand lol…suppose you don’t need to lol.
You ever had any coaching clubs or anything? Seems all the great writers have one of some sort.
see ya man.
I used to do it all the time, but haven’t in ages. But when I did, all I copied out was Gary Halbert ads 99% of the time.
I don’t do the coaching thing, there are plenty of good ones out there though.
Ben
Good stuff man…like I said…I have tons of Halbert ads man. I was just wondering if you had like some “mini Bens” like these other guys have lol.
There are quite a few good folks out there.
thanks for the responses man…gonna go watch Halbert’s fusion seminar lol.
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