I’m on a copywriter’s email list. Today’s email had this line:
“Copywriters are NOT writers! We are marketers. We are strategists. We are salespeople in print.”
She said that quote was “every copywriting guru’s favorite line in the world”.
I thought not only have I not used that line before but I’ve never heard or seen it before either.
See, and just when I thought I was one of the cool kids…
I do agree copywriters can be strategists and we are certainly salespeople in print.
That first part bugs the hell outta me though. It’s like wearing only a furry itchy wool trench coat in the middle of summer.
And I live in Phoenix by the way…
When we use the fire emoji here it’s cause it’s 114 degrees, not because we think something is cool.
Anyhoow, back to copywriters are not writers.
This is why there is so little creativity in marketing nowadays. If you rely on formulas and short sited tactics your marketing will stop evolving. And then you’ll take another course and learn one more thing.
You’ll keep living your life and running your business off borrowed time.
Albert Einsten said, “Logic will get you from A to B. Imagination will take you everywhere.”
This is why studying some of the old direct response marketers can be so effective. NO, you don’t want to model most of their ads but you DO want to learn how they think.
Read about Claude Hopkins, Rosser Reeves, John Caples, or Robert Collier. And plenty of others.
Also study good writing. You can learn just as much reading Michael Crichton or Mark Twain.
Good writing is good writing.
Not only will your marketing get better but you will develop your own voice.
Your own approaches.
Your own techniques.
That’s when writing your copy and emails gets easier. And you start to enjoy it.
You still will have to start with a blank screen when you write. But at least you’ll reduce your urge to jump out of your office window.
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