A couple years ago I saw a funny cartoon.
Basically, it was from Mr. Subtle — the guy who has designed a few of my book covers — and he was making fun of how copywriters think compared to the rest of the marketing world (specifically, people who actually understand the principles of direct response).
Anyway, it went something like this:
He put up a cartoon image of two human brains.
One of the brains was a copywriter’s brain.
And the other a marketer’s.
Both brains were sectioned, like pie slices, with each “slice” being representative of what’s most important by the size. So, for example, in the copywriter’s brain, it had the copy being a big piece of the marketing pie, while the offer and list were smaller slices.
And the marketer’s brain was the opposite.
His brain showed the offer and list being most important.
(With the copy being much smaller.)
Anyway, kinda funny stuff.
And very true, too.
It’s amusing how many copywriters think they’re little “gods”, responsible for “millions of dollars in sales” when, in reality, their client’s offer, product, list, etc had FAR more to do with all those bags of money than their little lame killer headlines or whatever were.
Not saying copy isn’t important.
But it’s not the sales “panacea” it’s hyped up to be.
This is why I teach both email writing AND marketing in “Email Players”.
The one without the other is like a car without a steering wheel.
(Which is why so many emails crash & *burn*…)
No fluff.
No wasting time with nonsense.
And no messing around.
Just hardcore email info you can use to beef up sales fast.
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Ben Settle
