Gushing copywriting fanboys amuse me.<\/p>\n
All too often I get emails from new copywriters & marketers fresh off the turnip truck telling me about their big swipe file full of sales letters from the big goo-roos they admire.<\/p>\n
And when I see the links, I often say the same thing:<\/p>\n
“Dude, are you crazy?”<\/p>\n
And not in a good way, neither.<\/p>\n
It’s incredible how many goo-roos get credit for being “world class copywriters” when, in many cases, I know for a fact those same goo-roos can’t write their way out of a paper bag. (I have written ads for some of them, or know the copywriters who did…)<\/p>\n
Don’t get me wrong.<\/p>\n
I’m not saying this is always the case.<\/p>\n
Some of the marketers that people ask me about are truly great copywriters too, and I’m the first to say, “yes! study that guy’s stuff!”<\/p>\n
But I’ve said it before, I’ll say it again:<\/p>\n
Do NOT swipe big launch sales letters.<\/strong><\/p>\n Even when the copywriter knows what they’re doing there’s a good chance some “committee” changed a bunch of it (not for the better, either) and it does not resemble what the copywriter (who probably did a bang up job) created.<\/p>\n The moral of the story?<\/p>\n Brilliant marketer rarely = brilliant copywriter.<\/p>\n Usually it’s the opposite.<\/p>\n So be careful who you study…<\/p>\n Ben Settle<\/p>\n P.S.<\/strong> If you’re interested in subscribing to the upcoming Email Players newsletter but have not yet checked out the FAQ’s go to:
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