{"id":1899,"date":"2009-04-23T15:53:07","date_gmt":"2009-04-23T15:53:07","guid":{"rendered":"http:\/\/bensettle.com\/blog\/?p=1899"},"modified":"2009-04-23T15:53:07","modified_gmt":"2009-04-23T15:53:07","slug":"einsteins-genius-copywriting-secret","status":"publish","type":"post","link":"https:\/\/bensettle.com\/blog\/einsteins-genius-copywriting-secret\/","title":{"rendered":"Einstein’s Genius Copywriting Secret"},"content":{"rendered":"

<\/p>\n

“I don’t give a damn for a man that
\ncan only spell a word one way”<\/big><\/big>
\n– Mark Twain<\/em><\/div>\n

<\/strong><\/p>\n

Remember that email about insanity few days ago?<\/p>\n

The one where I said the definition of insanity is actually the opposite<\/em> of what some would have us believe?<\/p>\n

Well, here’s a funny little add-on:<\/p>\n

That same day, someone told me I’d basically proven Albert Einstein wrong with that email — as the whole, “insanity is doing the same thing over and over and expecting different results”<\/em><\/strong> is often attributed to him.<\/p>\n

Although, I have heard he never said it, some author did.<\/p>\n

But either way, whether Einstein said it or not, there’s one thing we’re in complete agreement with:<\/p>\n

We both suck at spelling.<\/strong><\/p>\n

I cheerfully admit to being one of the world’s worst spellers.<\/p>\n

And Einstein’s spelling was so bad he was pronounced “retarded.” <\/p>\n

Ouch.<\/p>\n

But you want to know something funny?<\/p>\n

The more ads, emails and other writings I do, the less I seem to care<\/em> about spelling anymore.<\/p>\n

It’s just never an issue.<\/p>\n

Especially since most adults read at a 5th grade level — and wouldn’t know the difference between “there” and “their” or “its” and “it’s” anyway.<\/p>\n

And it never seems to effect response either way.<\/strong><\/p>\n

In fact, my ads are pulling better than ever — even though I couldn’t care less about spelling and grammar.<\/p>\n

The point?<\/p>\n

If you suck at spelling, don’t worry about it.<\/p>\n

Use your spellcheck and try to sound like an intelligence adult.<\/p>\n

But if a few typos or grammatical mistakes slip through the cracks, don’t sweat it.<\/p>\n

They may actually work to your benefit<\/em>.<\/strong><\/p>\n

And hey, if nothing else, you can say you have something in common with Albert Einstein \ud83d\ude09<\/p>\n

Ben Settle<\/p>\n

P.S.<\/strong> You can learn more about why (and how) bad spelling and typos can help your ads on page 60 of The Copywriting Grab Bag<\/a><\/strong>.<\/p>\n

It’s a short chapter, but it explains why you will sometimes see certain marketers and copywriters laughing all the way to the bank even while butchering<\/em> the English language.<\/p>\n","protected":false},"excerpt":{"rendered":"

“I don’t give a damn for a man that can only spell a word one way” – Mark Twain Remember that email about insanity few days ago? The one where I said the definition of insanity is actually the opposite of what some would have us believe? Well, here’s a funny little add-on: That same […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[8],"tags":[],"class_list":{"0":"post-1899","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-copywriting-and-sales-letters"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts\/1899","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/comments?post=1899"}],"version-history":[{"count":0,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/posts\/1899\/revisions"}],"wp:attachment":[{"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/media?parent=1899"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/categories?post=1899"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bensettle.com\/blog\/wp-json\/wp\/v2\/tags?post=1899"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}