This may sound weird.
Maybe even… (gasp!) dorky.
But many of my best ads have not been for the most souped-up products with the kung-fu grip and gazillion free bonuses. Or for products with the best track records. Or even the ones with the most credibility.
Instead… they’re simply products created by “fanboys.”
What’s that?
Well, according to my dictionary, a “fanboy” is:
“an obsessive male fan
(usually of movies, comic
books, or science fiction).”
But this applies to OTHER areas of life, too.
Like, for example, “marketing fanboys.”
(BTW, the female equivalent is “marketing nerd girls”).
I mean no disrespect here, either.
I’m a marketing fanboy myself.
We’re the kind of people who eat, sleep and breathe our businesses 25/8 — 367.5 days per year. And who’ll drive you batty on long car trips because we simply can’t NOT talk about business. (Including pushing the automatic door lock button on the car when passengers attempt to “escape” while we extol the virtues of our next breakthrough…)
But you know what?
Writing ads for marketing fanboys (whether for yourself or for a client) gives you a HUGE advantage.
How?
For one thing, the ad’s virtually written for you.
Just turn on the recorder and let them talk.
Or, get someone to interview you, if writing your own ads. (You probably know lots of cool stuff you’ll never think about unless someone digs it out.)
And secondly, they got personality.
Personalities people in their markets are often irresistibly attracted to because they share their passion.
But, what if you’re not a marketing fanboy?
What then?
Start selling products you ARE a fanboy (or nerd girl) for.
Hey, snark all you want.
But if you’re not a fanboy for your product or service, then maybe you’re selling the wrong thing.
Just something to think about.
Ben Settle
P.S. The next Crypto Marketing Newsletter is the first in a series of 5 issues showing you exactly — from point “A” to Zebra — how I write sales letters that compete (and win) in some of the most overheated markets on the Internet (golf, self defense, supplements, etc).
I’ve not released much of this info anywhere else.
(Not even in my copywriting book).
So this is “it” — my entire process on a plate.
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