The esteemed Bob Bly laid out an extremely accurate (in my humble, but accurate, opinion) description of traditional copywriters vs the so-called new breed copywriters popping up on Facebook like zits on a teenager’s face.
He got it 100% right as far as I’m concerned.
But, one of my “Email Players” subscribers (who is also a Bob Bly client) thought he was talking about Yours Unruly.
I don’t see it, personally.
But, let’s take a gander, shall we?
Here is what Bob said (paraphrased) about the new breed copywriters:
1. Have little or no track record writing for big clients (Rodale, Boardroom, GE, UPS, Intel, etc)
2. Brag about not working for clients, while having no clients and never doing much real client work in the past
3. Mostly make their income via coaching and educating newbies about how to write copy
4. Have huge egos, always bragging on social media, etc. Like to use terminology like “crushing it” and calling each other rock stars (and, I will add, “ninjas”)
5. Are mostly young whippersnapper types — millennials, with a few GenX’ers tossed into the mix
6. Like to be seen as rebels and hipsters who faint like liberals at an Obama rally when hearing Gary V and Richard Branson speaking
7. Potty mouthed — dropping f-bombs, etc and who get very upset if you criticize anything they say or do
Do I fit into that crowd?
Nah.
Not really.
For example:
I suppose my language crosses some crudeness lines every now and then, but I don’t toss around f bombs just to look cool or whatever… I’ve written for many clients in the past — not the ones he mentioned but still highly reputable ones (Ken McCarthy, Captain Chris Pizzo, Mike Dillard, etc)… I hardly ever brag on social media (I am rarely even on there except in my own groups for the most part)… some of the traditional copywriters he mentioned even follow my stuff (like Richard Armstrong, for example) so it ain’t just newbies… I am 100% indifferent to Gary V and Richard Branson and know little to nothing about them and so obviously don’t see either as my hero… and last but not least: I never use (and in fact mock) terms like “crushing it”, etc.
Also, if someone criticizes something I say, that’s fine.
(It’s free email and podcast fodder for me.)
But, if they don’t back it up or are outright lying, I’m going to have some fun with ‘em.
Anyway, bottom line?
I’m a huge Bob Bly fan.
I’ve said it many, many times.
His sales letters are some of my favorites to read.
And, we get along great and exchange emails at times.
In fact, want to hear a secret?
I recently told my ex-copywriting apprentice that 150 years from now when I’m Bob’s age, I will be *exactly* like him. (Relax … he says I’m his favorite young young marketer/writer — which is either the ultimate sincere compliment to a guy my age, or the ultimate back handed compliment or both — either way, I dig it because, again, it’s the same kind of stuff *I* say to people I like when I want to josh ‘em a bit in fun.)
Incidentally, and for the record:
(My boy Kevin Rogers was asking me about this, figure others are wondering too)
My recent emails a couple weeks ago about Bob’s facebook had nothing to do with him at all (he simply said he disagreed with me about the purpose of a website, with perfectly valid points). Instead, it had everything to do with the gaggle of fluffpreneurs commenting on his facebook page. There were a few voices of reason (like from the always lovely Alice Seba, the great marketing mind David Frey, the ever-abrasive Shane Hunter, and the up-and-coming podcast wizard Luis Congdon). But, most were nattering on about things without context or thinking things logically to their ultimate conclusion — just blindly jumping into the fray with feelz good nonsense, making themselves easy targets for me to profit from by writing about it.
(Which, of course, I did…)
Anyway, final thoughts:
I am definitely NOT one of Bob’s traditional copywriters.
But, neither do I fit the bill of the new breed he described either.
I’m just a slacker copywriter who knows how to sell:
In the above ad (selling a how-to copywriting product) I fully admit I’m neither a “world class” copywriter or “A lister”.
Nor do I need to be.
Why?
Because I know how to study my customer.
It’s like a for-real A-list copywriter Doug D’Anna once told me:
(paraphrased)
“I’m not the best writer. I just know how to spot the open man to make the touch down pass.”
Well, that’s enough fun today.
Tomorrow?
You’ll have to wait and see…
Ben Settle
