Copywriting Copycats
Thursday, 12:23 PM
Dear Friend,
I've got some REALLY good stuff for you today.
I'm going to help you bypass years (maybe even DECADES) of study and frustration and "leapfrog" your way to writing copy like the masters.
By the way, if you're a musician this will probably be the big breakthrough you've been praying for. Yes, you really can improvise like the masters without studying boring music theory for years on end.
But before we get into that, please allow me to say a big, huge, from-the heart…
Thank You!
I really appreciate all the comments, positive thoughts and prayers during my recent surgery.
To be totally transparent, a few days after coming home from the hospital I started to feel a little blue.
I Googled "post surgery depression" and found out it's a pretty common occurrence. I felt a little better knowing that.
But what helped a lot more is knowing there are some really nice folks who appreciate my little blog here.
When I feel like my life has no significance and I've not really done anything of any importance, I'm going to go back and re-read your comments.
A big "Doberman hug" and my sincere heartfelt thanks to all the people who took the time to write a comment or e-mail recently.
The best way I've found to battle the blues is to get busy DOING something. Since I can't lift weights and the doc restricted my time in front of the computer, I've doubled my guitar practice.
And I'm discovering some very interesting things.
One of my favorite guitarists, Scott Henderson, takes the time to answer his fans' questions on his discussion board.
This one really got my wheels turning because it's the jealously guarded secret of the most successful improvisers in the world:
(Stick with me for a sec and you'll see how this applies to copywriting.)
Question: I would also like to ask about your approach to improvising over Giant Steps and Countdown, or any similar progressions. Specifically, how much of your ideas are worked out phrases, or variations thereof?
I have had trouble improvising with those pieces without using previously worked out patterns and such. My feeling is that if I had 50-100 worked out phrases that were interchangeable over the various permutations of the Coltrane matrix, then I could almost fake that I was improvising over it. I personally don't want to utilize that approach, but maybe that is just what most great improvisers are really doing over those types of progressions.
Scott's Answer: That's exactly what great improvisers are doing. True improvisation, defined as playing things we've never played before 100% of the time, especially at fast tempos, is pretty much a myth. All improvisers have their personal vocabulary of small licks which they re-arrange to create different ideas and phrases, just like we use words to create our ideas when we talk. Listen to Coltrane's solo on Giant Steps and you'll hear many small "words" repeated many times, but even though the same words are used on the alternate take, it's a totally different solo. Improvisation is just another language and the same concepts apply.
After I read that, I dug out some materials I got a few years ago from a guy who used to be an instructor at Musician's Institute in Hollywood, CA.
"Musical improvisation. Let's define what it's not. It is not the God-given ability to invent melodies from out of the sky. It does not come from a bolt of lightning, enabling one to be a monster soloist. It is not a divine gift, which only a few of us have because we are special. What then, is improvisation? It is a spontaneous reorganization of ideas previous learned."
Did you catch that?
"A Spontaneous Reorganization
Of Ideas Previous Learned"
So doesn't it make sense that the more "ideas previously learned" you have stored up in your melon, the more likely they are to spontaneously reorganize and come out at just the right time?
So how do you get these ideas into your noggin?
Well, if you're a musician, you transcribe and learn licks or motifs from your favorite players.
In other words, you copycat them.
How do you do it if you're a copywriter?
You Copycat The Masters!
Gary Halbert had me write out sales letters by hand written by the masters. He said it would imprint the cadence, phrasing, word choices and rhythm of successful copy into the recesses of my demented mind.
It wasn't fun to do.
In fact, it felt a lot like work… but it sure was worth it.
Here's the catch…
Be careful who you copy.
If I were you, I would stick to sales copy written by the masters, both dead and alive.
Proven stuff.
Multi-million dollar controls.
You can't go wrong with those.
In fact, I'd be reluctant to study copy from somebody who has never at one time written a direct mail control.
The copywriters who have written direct mail controls are the heavy hitters in the copywriting major leagues.
Just ignore all these other guys claiming to be "the best copywriter in the world." (There seems to be a plethora of these guys online.)
When someone has to tell you they're the "best copywriter in the world" or some other variant of an egotistical tirade like that… that's pretty much evidence they're just a minor league guy HOPING they can fool you into thinking they're a major leaguer.
Also, don't be too impressed with the copy that sold $1 million in 24 seconds during the guru's latest launch. The copy was NOT the reason for the launch's success. A simple "click here to buy" link probably would have accomplished the same thing.
Stick with studying the masters and you can't go wrong.
And don't worry about becoming a clone of your favorite master. It ain't gonna happen… even if you want it to.
Pieces of them will come out in your writing but it will be fused with your own individual personality, style and phrasing.
So even though you're learning and advancing your skills by being a copycat… originality will be the end result.
I hope that helps.
We'll talk soon. I gotta get back to transcribing some Pat Martino licks.
All the best,
Great post Dan, simple stuff but easily overlooked when we are bombarded with "trash" copy from all sides.
Besides the fantastic GH, who else would be in your top list of copywriters to study?
Dan,
When Gary gave similar advice in his newsletter I really took it to heart.
Anybody reading this needs to listen-up and take this seriously.
And here's why…
I am not even kidding… this advice is what pays for the roof over my head and all the goodies I can sometimes afford… to this day… even though I am a full-time staff copywriter… I still take time to copy sales letters..
Thanks for spreading the word Dan.
I wish I could walk behind the folks you tell this too and whack them with a two-by-four so they never forget it.
And hey!
Cheer up.
The world is a better place because of you…
The magnificent Doberman Dan.
All the best,
[...] This post was mentioned on Twitter by Ryan Healy. Ryan Healy said: Copywriting Copycats – http://dobermandan.com/copywriting-copycats/ [...]
Thanks for the post.
Needed it after a tough critique this morning…
You see, when I get edits back from my copy chief it's hard sometimes to tell what is better copy and what is just a difference in style and personal voice. I guess it's because his voice is so strong and well defined and mine is still developing.
But it's nice to hear from someone other than my self that as I continue to grow as a copywriter, I'll learn more and be able reorganize ideas previously learned.
Glad to have you back,
Sean
I'm in the process of copying the Robert Collier Letter Book. It is interesting how bits and pieces of those old letters do pop up in my mind as I write other stuff.
I enjoy playing acoustic guitar and this past Easter weekend found my next years worth of lessons at truefire.com . It's a very cool site. Different artists make video lesson packages for all genres and levels and sell them there. Each lesson comes with a split screen right/left hand video, an mp3, a pdf notation/tab, and a powertab file that can easily be slowed down and sped up. Every year at Easter they have a great sale where just about everything is half off. I'm not affilliated with them, just a loyal customer. They have great lesson previews. Jazz is not really my thing, but they have a lot of it.
Dan,
Just another note to tell you I'm glad you're feeling better… and that your written commentary is actually stronger than your video commentary.
No doubt we retain more when we see it and hear it than when we read it… but reading accomplishes something videos can't achieve… Mind Pictures.
Mind Pictures are created when our brains take written copy and form an image. That image is more vivid, more colorful, more exciting, more frightening and/or more joyous than anything we could ever hope to see on a screen or in real life. That's why the book is always better than the movie. That's why those people who can remember listening to a radio show felt the experience to be better than watching the same people on early TV. That's why I tell people while a picture is worth a thousand words… a word is worth a thousand pictures.
So keep writing Dan… even though videos get you higher rankings on google…because writing will get you higher rankings among prospects.
Cheers!
Mel Collins
How do you find the Million Dollar Controls? Re-Copy the Wall Street Journal Ad?
DD-Congrats on coming home….Great to "hear" you in your written word! Listen, that is beautiful what you just wrote about "A Spontaneous Reorganization Of Ideas Previous Learned” . It is SO true. I instantaneously thought of something I learned while reading Thomas Troward (mental science dude from Victorian England era), he said :
"My mind is a center of Divine operation. The Divine operation is always for expansion and fuller expression, and this means the production of something beyond what has gone before, something entirely new, not included in the past experience, though proceeding out of it by an orderly sequence of growth. Therefore, since the Divine cannot change its inherent nature, it must operate in the same manner with me; consequently, in my own special world, of which I am the center, it will move forward to produce new conditions, always in advance of any that have gone before."
Notice the last line, "always in advance of any that have gone before." That, my friend is the spontaneous reorganization of ideas previously learned"!!!
Hope you like that, take care
Bart
PS I home school my three kids and in between I manage to get some work done (lol) and I have them copy some of Halbert's classics each day in their curriculum..thought that would be better than rehashing some boring classic from Shakespeare, and maybe pay off better later too!!
Hi Dan,
First of all, you remain on my prayer list.
As I was reading, I thought you might enjoy a book called "Thinking in Jazz" by Paul Berliner. He was a professor of mine at Northwestern University and previously wrote a book about music from Zimbabwe. He knows his stuff inside out. In "Thinking in Jazz" he details the creative process of great musicians. You will find so much stuff in there. This book took 15 years of his life and it shows it.
It is a big book too and you can read it and pick it up again. Find me a living jazz legend he didn't interview. Will be hard to do.
And, yes, I will be following your advice. I have a John Carlton piece I am going to write.
Best
Niels
From your description I know I'm going to LOVE this book. That's the kind of thing I'll stay up all night and all the next day reading.
Thank you!
Thanks for the insight. Staying away from a computer screen never hurt anyone. Rest well and take good care of DD.
That's an awesome quote, Bart… "always in advance of any that have gone before."
We're all just standing on the shoulders of the masters who have gone before us. I can only hope I'm pushing it a tiny notch further and hopefully leaving a tiny little corner of the world a tad bit better than I found it.
You're teaching them a skill that can pay off in many ways. Hopefully they're not copying the Halbert sex book or female sexual enhancement cream ads! lol
Good question, Tim. Most of the copy on the web does NOT qualify… ESPECIALLY from the gurus. You really have to know where to look.
Lawrence athttp://www.infomarketingblog.com has a whole bunch of good ones.
I'll post a few on the blog soon, too.
Good question, Tim. Most of the copy on the web does NOT qualify… ESPECIALLY from the gurus. You really have to know where to look.
Lawrence athttp://www.infomarketingblog.com has a whole bunch of good ones.
I'll post a few on the blog soon, too.
Excellent point, Mel.
I just finished another Travis McGee book and it is so true what you said about word pictures. Spielberg or any other great director could do the movie based on that book and it could NEVER be as good as the word pictures I have in my head.
This is something the younger generation raised on technology just doesn't "get".
Thanks, Mel.
The Robert Collier letter book is a great choice to copycat.
I love Truefire.com, too! One of the most fun courses I've ever bought (and I've bought HUNDREDS) was Larry Carlton's "335 Improv" course from Truefire. Even though you're not into jazz, it's still worth checking out. Tons of good melodic ideas applicable to any style of music.
Larry Carlton is not only one of the best musicians, he's one of the best teachers. I have several of his video courses and his sincere desire for you to learn and absorb the joy of playing music comes through. You just can't fake that.
I've tried to figure out what makes him so unique and special in regards to his teaching and my analysis probably isn't appropriate for this blog. Heck, this entire answer and me gushing about Larry Carlton's course isn't really appropriate for this blog so I'll shut up now.
Anyhoo, if you ever get a chance I think you'd really enjoy that course.
There are a few ideas in the previous comments.
I hate to start naming names because I don't want to leave someone out due to a brain fart and offend a friend or acquaintance by omitting their name.
So here's a brief list in o particular order and an "apology in advance" if I forget to leave your name out. I promise you, it's not intended as a slight… just a bad memory.
Gary Halbert, Gary Bencivenga, Jim Rutz, Gene Schwartz, Clayton Makepeace, Ben Suarez, John Carlton, David Deutsch, Carline Anglade Cole, Arthur Johnson, Kent Komae, Parris Lampropolous, Richard Armstrong, Thomas Hall, Ted Nicholas, Dan Kennedy, Doug D'Anna, John Forde… I'm forgetting a lot.
Oh well, that's PLENTY for now.
One more thing… other than Gary Halbert, do NOT study anything written by anybody who claims to be "the best copywriter in the world" or any other kind of ridiculous self-appointed title like that. Trust me, they're NOT.
Not spending much time in front of the computer has been both refreshing and frustrating.
Out of necessity, It has helped me get my inbox under control though… so that's a good thing.
Thanks, Courtney!
I'd actually like to put you on salary to walk behind me and do that, Courtney. lol
Thanks, Nick.
Check out my answers to other questions in response to this post.
http://www.infomarketingblog.com/ is a great place to start. I still can't believe Lawrence Bernstein gives so much away for free. But lucky for us, he does.
How do you find the Million Dollar Controls? Re-Copy the Wall Street Journal Ad?
Who and what do we want to copy? Please list a few. Maybe: Halbert, Kennedy, Makepeace, Hopkins, Carlton and Ted Nicholson?
I think it's very important to find teachers that you can connect with. Music lessons, copy writing lessons or any other kind of lesson will suffer if you don't click with the teacher. If the chemistry just isn't there, you need to evaluate your options.
That Carlton 335 course certainly tempted me. This time I went with a "Dirt Road Blues" package and a 10 disc "60 Day Fingerstyle Acoustic Blues Camp". Both are very gutteral, primative and enjoyable.
I have a bunch listed here:
http://theryanmcgrath.com/?p=165
That's a great resource!
Thanks, Ryan.
Very true. There's has to be a connection with your teacher.
Getting critiques can be tough, can't it?
What's 1,000 times worse for me is GIVING them. That's just not my thing.
You've got a great gig, Sean… but you've really put yourself on the "front line" of copywriting. Guys like me can get by with half-assed copy sometimes… but not you. You work for one of the best direct response/direct mail companies in the world.
Another year or two there and you're gonna be the "Rambo" of copywriting!
Tim,
Sourcing these swipe files is a pain… but here's my secret list of where to get them:
- Million Dollar Letters – Denny Hatch – book – easily obtainable
- Greatest Direct Mail Letters of All Time – Richard S. Hodgson – book easily obtainable on amazon used only
- AWAI Hall of Fame – John Forde (you don't have to buy the AWAI course to get this… people are selling it used on Amazon)
- 57 Masterpiece letters – Gary Halbert (near impossible to find… but findable)
- Buy an annual subscription to Real Cures by Dr. Frank Schellenberger – you'll get stuff Parris Lampropolous and his cubs write
- For Clayton Makepeace and John Carlton you'll have to buy their courses… and they're reasonably priced (Makepeace Quick-Start Copywriting System comes with a huge swipe file, Carlton's Simple Writing System comes with 18 of his best ads)
- If you can afford it… the largest collection of swipes is over at Lawrence Bernstein's blog. He went from a one time payment of 3k to $100/month… he's essentially our generation's version of Denison Hatch (who owned "Who's Mailing What?")
Good resources. Thanks, Colin.
Going to take some time to master the phrasing of Robert Johnson's "Hellhound on My Trail" or "Crossroad Blues?" That's some dirt road blues for sure!
Dan,
Freaking awesome post. Got me thinking and mulling this over. And making me want to make use of my membership in this:http://www.premiumplayalongs.com/ (okay, I'm a bass player. So sue me!).
Thanks for writing one of the few blogs I take the time to read.
- John
Yep – read, dissect and learn from the masters so that the base material becomes ingrained and then add you own style or twist..
Sports players, musos and anyone at the top of their profession follows the same path but we tyros do need reminding.
Thanks DD.
Yep – read, dissect and learn from the masters so that the base material becomes ingrained and then add you own style or twist..
The top sports players, musos and anyone else at the top of their profession follow this path but we tyros need reminding from time to time.
Now where's that round thing I'm going to invent?
Good one, Andrew.
That looks like fun. I gotta find something like that for guitar.
I am glad you're back and writing again. I understand the value of video for today's internet marketer, but I prefer black on white that I can read at my pace.
Write on!
The YouTube thing was a fun experiment but I'm with you. I much prefer print articles, too.
Thanks for the encouragement.
Leave your response!
These email marketing secrets
work like crazy
Just use these fill-in-the-blank
email marketing templates
to sell more stuff right now...