Once upon a time, there lived a reclusive, insult-slinging copywriter who was known to be one of the most brilliant ad men who ever lived.
He was beyond just being an “A-list copywriter.”
In fact, other A-list copywriters revered him as being above and beyond all of them in talent, results, and ability.
Anyway, this particular copywriter has no books.
No informational products.
Not even any speeches or talks (that I am aware of).
But, he did say a few Yoda-like things about copywriting that are worthy of not just reading, but hours of pondering and thinking of ways to apply to today’s advertising (yes, including emails, even though I don’t think the ever so much as sent a single email in his entire life.)
One of the things he talked about was market and customer surveys.
He said he didn’t need them, much less rely on them.
And the reason why was, he didn’t think they told you what someone really wanted to buy or what they wanted to be.
In other words:
He was so in touch with his market, surveys (even my favorite kind of “shallow dive” surveys where you simply ask people what they just bought…) were irrelevant to him. When you understand your market at the level this great copywriter understood the markets he sold to (and by sending daily emails the Email Players way, and paying attention to your list’s reactions, you can get this exact kind of intel, too…), you don’t have to worry if your launches and promos will be successful or not.
You’ll know before you even do it.
I’ve seen it (and experienced it) over and over and over.
Nobody ever asked for my “Villains” book (an Amazon best- seller). Or my old “elBenbo’s Apprentice” membership site (easily the most successful launch I had ever done at the time). Or my 10-Minute Workday program with AWAI (which they told me was the single biggest launch they’d done).
When you know that market at that level, it’s not much of a mystery.
Anyway, something to ponder.
And here’s something else to ponder:
The August “Email Players” issue contains an 8-page insert that is a hybrid copywriting training/sales pitch about the above mystery copywriter.
There are many things I’ve learned from him over the years.
And, I suspect you will, too.
(I cover 15 things I learned from him in the insert.)
That is, if you are subscribed before I send it to the printer in a few days.
Here is the link: