When it comes to emails, my motto is:
“If it ain’t controversial,
it probably ain’t worth writing about”
Let’s see if I can’t prove the point.
Check this out:
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 sites 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.
At least, not about copywriting.
(Unless they have proven track record.)
They are probably VERY good “writers.”
But being a good writer makes not a good copywriter necessarily.
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 twitchy about the economy.
(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 cash.
(As well as collect precious metals — like ammo…)
Don’t put it off.
And, don’t procrastinate.
While I’m not a big fan of doing client work, I think it’s important to know how to get clients (in any kind of service business) in case SHTF.
Thus, the August “Email Players” issue.
I show you how to get clients using JUST email.
(And the phone.)
And not just any ol’ clients.
High paying clients.
(Not price shoppers on eLance or whatever.)
She goes to print in a few short days.
Get in here while there’s time:
Ben Settle
