Once upon a time I created a product called:<\/p>\n
“The Copywriting Grab Bag”<\/p>\n
(Don’t worry tiger, I’m not gonna pitch it in this email.)<\/p>\n
And a big part of the product is transcribed interviews with some\u00a0of the best copywriters on the planet — including a couple true\u00a0“A-list” copywriters David Deutsch and Doug D’anna.<\/p>\n
But, here’s what interesting about those two:<\/p>\n
They didn’t really talk about ninja tricks.<\/p>\n
Or NLP techniques.<\/p>\n
Or so-called “forbidden” techniques, etc.<\/p>\n
Or, really, anything a lot of copywriting fanboys get excited about\u00a0when they talk about copywriting.<\/p>\n
What did they talk a lot about then?<\/p>\n
Survey says:<\/p>\n
The market.<\/p>\n
Yes, the market.<\/p>\n
That was probably 90% of what they both talked about.<\/p>\n
In fact, here’s what David Deutsch admits in his interview:<\/p>\n
Some of the best writers I know don’t really think about the craft\u00a0of writing so much. A lot of the good writers when you try to talk\u00a0to them about the techniques, and what techniques they use, I find\u00a0they talk about the market they’re writing to. You’ll say, ‘Well\u00a0you what did you do in this package, how did you do this?’ And you\u00a0want them to tell you how they used words that only end in the\u00a0letter ‘b’ or something. Some very technical little trick or they\u00a0used a lot of verbs or something. But they say, ‘Well, I really\u00a0looked at the market and I saw that what they’re thinking is\u00a0they’re really frustrated with this…’ and they just talk about\u00a0the market and the market and the market. It’s like when are you\u00a0going to talk about writing? And they are talking about writing. That’s where the writing comes from and springs from.<\/strong><\/p><\/blockquote>\n
Just something to chew on, copywriter.<\/p>\n
And guess what?<\/p>\n
Tomorrow’s “Ben Settle Show” is all about how to get inside your\u00a0markets’ head, find out what makes them tick, and know *exactly*\u00a0what they want you to sell them (and exactly *how* they want you to\u00a0sell them).<\/p>\n
Very powerful stuff.<\/p>\n
And, it’s free, too.<\/p>\n
So don’t touch that dial.<\/p>\n
I’ll let you know when it’s up tomorrow.<\/p>\n
To kill some time before then, check out past shows here:<\/p>\n