What I’m about to say WILL get me in trouble with many copywriters.

But, so be it.

After all, my motto has always been:

“If it ain’t controversial, it probably ain’t worth writing about”

Anyway, here’s what I speaketh of:

Not long ago, an up-and-coming copywriter asked me how to tell if a sales letter is any “good” or not (i.e. worth studying), without seeing its stats and test results, etc.

A very good question.

Especially since, people lie so easily about their tests anyway.

My answer?

Listen to what other copywriters are saying…

And then assume the OPPOSITE.

Harsh?

Maybe.

But over the last several years, I’ve noticed most copywriters are completely ignorant of the craft at the street level. They have all the book smarts and can recite you Claude Hopkins chapter by chapter and verse by verse. But they don’t have much real world experience that sometimes contradicts what even the best old school masters taught. Instead, they drink a little bit too much of ye olde goo-roo koolaid (copywriters are notoriously naive and blindly follow anyone with a “rockstar” like following) and now think they know it all.

Just read any forums where they hang out.

Pay attention to what they think is important.

In far too many cases, they worry more about “writing” and “copy” and being “wordsmiths” (whatever that means) and using video vs text… instead of knowing their markets and products better than anyone else.

In fact, here’s a tip:

If a copywriter calls themselves a “wordsmith” or their bio prattles on about how “everyone knew they were going to be a writer some day”…

Run!

Do not listen to that person about copywriting unless they have a proven track record of successful ads.

They are probably VERY good “writers.”

But being a good writer does not make someone a good copywriter.

To paraphrase the ol’ golf truism:

“You write for show, but SELL for dough”

In fact, in 9 out of 10 cases I would bet you green money they don’t know jack about writing copy that sells. Have never ran their own tests with their own money. And probably let their clients tell them what to do, instead of them telling their clients how it’s going to be (after all, if the clients knew anything they’d be writing their own ads…)

Anyway, the point is this:

Copywriting is NOT about writing.

Being a good writer helps.

But you don’t need to be a great writer to write great copy any more than you need to be a great race car driver to drive to the store and back in time for dinner (you just have to know the back roads and how to avoid the traffic lights…)

Alright.

’nuff said.

Now, let’s switch gears:

A lot of people are getting twitchy about the economy.

(And who can blame them?)

I’m not one to doom & gloom, but I AM one to be prepared. And I believe now’s the time to aggressively make and salt away cash.

(As well as precious metals — like ammo…)

Don’t put it off.

And don’t procrastinate.

One of the best ways to be prepared is to write ads that sell products people want to buy, and in a way that does it better, cleaner and more efficiently than your goo-roo fanboy competition.

That means learning how to sell.

Creating ads that work regardless of how good the “writing” is.

And, taking immediate action.

If you want help, then check this out:

Until Sunday, I’m giving away my bestselling “Copywriting Grab Bag” system for $100.00 off.

It’s a meaty product.

Not something you can just breeze through.

And it contains hundreds (literally) of actionable copywriting ideas you can apply to your ads right away. It also contains a second book (unadvertised on the sales letter) which is all the bound copywriting-themed issues of my old “Crypto Marketing Newsletter.”

Those issues teach (with real life examples) things like:

• Headlines
• Opening paragraphs
• Bullets
• Storytelling
• Closing
• Market research (the MOST important thing)
• Sales letter critiques
• And even a line-by-line analysis of one of the most successful sales letters I’ve ever written (that’s been running virtually unchanged since 2009 and is making the client a TON of dough these days)

The Copywriting Grab Bag also contains a crap load of MP3 training.

A bullet point template sheet (the exact one I use when writing bullets)

An ebook on where to find hot ads to study and swipe.

And lots more.

Like I said, it’s THICK with info.

It’s not for people who whine about “info overload.”

This WILL overload you with info.

That’s why it’s gotten testimonials from some of the world’s top marketing minds (like Ken McCarthy, Terry Dean, TJ Rohleder and Ray Edwards) — who live and die by the results of their advertising, and can’t get by on opinion or theory.

This weekend the system is $100.00 off.

But, only until Sunday at midnight.

Here’s where to get it for $100.00 off:

www.CopywritingGrabBag.com/birthday

Ben Settle