I think it’s high time I tell you about something.
Something extremely important if you write ads.
Something that was drilled into my head while interviewing the “A
List” copywriting masters who contributed to my Copywriting Grab Bag book.
Listen, you might find this weird, but I wrote my last two ads without even seeing the products.
Instead, I just sat down and cranked ’em out.
No product to study and no real details about what was in them.
The results?
One is (so far) kicking booTAY.
And the other has yet to be tested (but will likely do VERY well, or else completely BOMB — as I went for the “touchdown pass”.)
But… how is this possible?
How can you write an ad without seeing the product?
The answer:
I didn’t NEED to see them.
Because I knew the MARKETS.
I spent hours on the phone with the clients.
Asked tons of questions about how their markets behave and make decisions.
And pored through all the high-selling ads in their markets — analyzing and studying their benefits, colloquialisms, offers, appeals, etc.
In the end, I banged out both ads (except for the bullets) “blind.”
Anyway, here’s the point:
I know it doesn’t sound “cool” — but copywriting is not about pulling a magic headline out of your hat.
Or memorizing all the latest super duper persuasion tactics.
Or slapping the “ballziest” guarantee on the end.
Yes… those things are awesome.
And they CAN dramatically boost your response.
But in the end, it’s about the MARKET, not the “technique.”
It’s about WHAT you say, not how you say it.
And it’s about taking the time to dig up facts about the market your lazy competition can’t be bothered with.
It’s no coincidence the two “A-List” freelance copywriters featured in The Copywriting Grab Bag harped on knowing the market more than the coolest copywriting “tips and tricks.”
Because in the end, all selling basically comes down to this:
Words to live by no matter what kind of product you sell.
Ben Settle
P.S. You can learn over 122 MORE ways to outsell your lazy competition and show ’em who’s boss in your market at:
