I think it’s high time I tell you about something.<\/p>\n
Something extremely important<\/em> if you write ads.<\/p>\n Something that was drilled into my head while interviewing the “A Listen, you might find this weird, but I wrote my last two ads without even seeing<\/em> the products.<\/p>\n Instead, I just sat down and cranked ’em out.<\/p>\n No product to study and no real details about what was in them.<\/p>\n The results?<\/p>\n One is (so far) kicking booTAY. <\/p>\n And the other has yet to be tested (but will likely do VERY well, or else completely BOMB — as I went for the “touchdown pass”.)<\/p>\n But… how is this possible?<\/p>\n How can you write an ad without seeing the product?<\/p>\n The answer:<\/p>\n I didn’t NEED to see them.<\/p>\n Because I knew the MARKETS.<\/strong><\/p>\n I spent hours<\/em> on the phone with the clients.<\/p>\n Asked tons of questions about how their markets behave and make decisions.<\/p>\n And pored through all the high-selling ads in their markets — analyzing and studying their benefits, colloquialisms, offers, appeals, etc.<\/p>\n In the end, I banged out both ads (except for the bullets) “blind.”<\/p>\n Anyway, here’s the point:<\/p>\n I know it doesn’t sound “cool” — but copywriting is not about pulling a magic headline out of your hat.<\/p>\n Or memorizing all the latest super duper persuasion tactics.<\/p>\n Or slapping the “ballziest” guarantee on the end.<\/p>\n Yes… those things are awesome.<\/p>\n And they CAN dramatically boost your response.<\/p>\n But in the end, it’s about the MARKET, not the “technique.”<\/p>\n It’s about WHAT you say, not how you say it.<\/p>\n And it’s about taking the time to dig up facts about the market your lazy<\/em> competition can’t be bothered with.<\/p>\n It’s no coincidence the two “A-List” freelance copywriters featured in The Copywriting Grab Bag<\/a><\/strong> harped<\/em> on knowing the market more than the coolest copywriting “tips and tricks.”<\/p>\n Because in the end, all selling basically comes down to this:<\/p>\n <\/p>\n <\/em><\/strong><\/p>\n Words to live by no matter what kind of product you sell.<\/p>\n Ben Settle<\/p>\n P.S.<\/strong> You can learn over 122 MORE ways to outsell your lazy competition and show ’em who’s boss<\/em> in your market at:<\/p>\n <\/p>\n
\nList” copywriting masters who contributed to my Copywriting Grab Bag book<\/a><\/strong>.<\/p>\n