An opinion:<\/p>\n
The most valuable gold in the late Gene Schwartz\u2019s magnificent \u201cBreakthrough Advertising\u201d book ain\u2019t the main content where it drills deep into the gold mines of headlines, market\/product awareness & sophistication, image-building, verbally creating credibility for your offers, and all the other ingenious information inside.<\/p>\n
I\u2019d argue it\u2019s in the preface & introduction.<\/p>\n
Specifically, the 3 gleaming gems below.<\/p>\n
On vision:<\/p>\n
\u201cThis book is not about building better mousetraps. It is\u2026about building larger mice, and then building terrifying fear of them into your customers.\u201d<\/strong><\/p><\/blockquote>\n
On swiping:<\/p>\n
\u201cThat\u2019s why memorizing theories won\u2019t make you a market wizard, or rewriting somebody else\u2019s headlines won\u2019t make you a copy writer.\u201d<\/strong><\/p><\/blockquote>\n
And on\u2026 thinking:<\/p>\n
\u201cThe correct solution, the right headline, the perfect ad lies buried in the problem itself. It has never been written before. It cannot be produced by rote, carbon copying or mutations. But it can be sprung to the surface \u2014 automatically \u2014 by asking the right question.\u201d<\/strong><\/p><\/blockquote>\n
Each one of those gems is worthy of hours of examination.<\/p>\n
And of thinking deeply about how to apply them to your business.<\/p>\n
Here\u2019s another thought:<\/p>\n
Thinking is practically discouraged in copywriting these days.<\/p>\n
Something about creativity being bad, the pioneers go home full of arrows, and other one-liners almost always being pushed on people who oh-so-ironically use creativity to the max and are often pioneers.<\/p>\n
Thus, the rise in copywriting sex robots.<\/p>\n
(i.e., software that supposedly writes copy for you)<\/p>\n
Goo-roo fanboys blatantly swiping everything in sight.<\/p>\n
And direct response copywriters so ignorant of their own industry they think split testing was invented on Facebook.<\/p>\n
Whatever the case, here\u2019s the point:<\/p>\n
The one thing that separates the men from the boys when it comes to copywriting ain\u2019t swipe file content, NLP wizardry, 90-year old headline formulas, or hacks.<\/p>\n
It\u2019s thinking.<\/p>\n
He or she who thinks & solves problems hardest wins.<\/p>\n
All right, \u2018nuff said.<\/p>\n
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