Once upon a time I created a product called:
“The Copywriting Grab Bag”
(Don’t worry tiger, I’m not gonna pitch it in this email.)
And a big part of the product is transcribed interviews with some of the best copywriters on the planet — including a couple true “A-list” copywriters David Deutsch and Doug D’anna.
But, here’s what interesting about those two:
They didn’t really talk about ninja tricks.
Or NLP techniques.
Or so-called “forbidden” techniques, etc.
Or, really, anything a lot of copywriting fanboys get excited about when they talk about copywriting.
What did they talk a lot about then?
Survey says:
The market.
Yes, the market.
That was probably 90% of what they both talked about.
In fact, here’s what David Deutsch admits in his interview:
Some of the best writers I know don’t really think about the craft of writing so much. A lot of the good writers when you try to talk to them about the techniques, and what techniques they use, I find they talk about the market they’re writing to. You’ll say, ‘Well you what did you do in this package, how did you do this?’ And you want them to tell you how they used words that only end in the letter ‘b’ or something. Some very technical little trick or they used a lot of verbs or something. But they say, ‘Well, I really looked at the market and I saw that what they’re thinking is they’re really frustrated with this…’ and they just talk about the market and the market and the market. It’s like when are you going to talk about writing? And they are talking about writing. That’s where the writing comes from and springs from.
Just something to chew on, copywriter.
And guess what?
Tomorrow’s “Ben Settle Show” is all about how to get inside your markets’ head, find out what makes them tick, and know *exactly* what they want you to sell them (and exactly *how* they want you to sell them).
Very powerful stuff.
And, it’s free, too.
So don’t touch that dial.
I’ll let you know when it’s up tomorrow.
To kill some time before then, check out past shows here:
Ben Settle
