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Who's Your Favorite Copywriting Teacher?

Compel your visitors to Take Action! What to say, how to say it, formatting and more... Join us here to discuss writing sales letters, general copywriting, and which words work the best!

Moderators: angienewton, tknoppe, terrapin719, lisamariemary, Bensettle

Postby Kyle Tully » Mon Sep 01, 2008 1:37 am

Publisher-For-You wrote:Please tell me what you want, so I can give it to you.


My point was that what I want to read might not be the most profitable copy for you to write.

I could tell you that I want to read low-hype, value-packed copy that doesn't insult my intelligence.


That's what I might want to read, as far as wanting to read copy goes. In fact if you ask around that's what a lot of people will tell you. "I don't like hype"... "Just tell me the facts"... etc etc.

But my credit card statement tells another tale. One that, as a marketer, you'd be much more interested in hearing.


Despite what I prefer to read, I buy from benefit rich, "hypey" copy just as much as any other type. And if you look at most people's credit card statements you'd probably find a similar thing.

The point?

Don't listen to what people say.

Watch what they do.
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Postby Publisher-For-You » Mon Sep 01, 2008 7:34 am

Kyle, thanks for the ongoing discussion, and your thoughtful posts. Our thread has the potential to be a good exploration, let's see how far we can take it.

Kyle Tully wrote:The point? Don't listen to what people say. Watch what they do.


Ok, I understand. But again, briefly, not to belabor the point too much, I'm not really interested in "people", but in you.

Moving along, you've advised me to not listen to what people say. And copywriters are people. So, per your instruction, I won't listen to what you say. :-)

I'm being silly, but there's a point too.

Does it warm you up to my post to know I'm not listening to what you say?

Would it warm you up even more if I was pretending to listen to what you say, but really you could smell in the subtext that I think I know better what you want than you do?

To me, this is a key issue. I believe most human beings are incredibly adept at reading the subtext of conversations. Thus, when we try to be clever, it's likely to blow up in our faces.

As example, as you read this post you are observing the point being made, but you're also most likely seeing the ego agenda that's pushing the point forward.

Thus, if I try to pretend there is no ego agenda, you see the fib, and thereafter everything I say, even the true stuff, is tainted with the smell of falseness.

Whoops, I've out smarted myself.

You've advised me to watch what people do.

Ok, I'm watching and observing that copywriters (not just you) seem to have a difficult time simply saying what it is they themselves want to read, when they are shoppers.

Ok, over to you. Thanks for playing.
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Postby Bensettle » Mon Sep 01, 2008 10:01 am

Publisher, the title of this thread is who your favorite copywriting teacher is... not what copywriters want to buy.

If you'd like to continue your conversation about what copywriters want to buy, please start a new thread about it.

Ben
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Postby Publisher-For-You » Mon Sep 01, 2008 10:11 am

Sorry Ben. I was sincere in asking which of your favorite copywriters are insightful and honest enough to tell us what kind of shopping experience they themselves wish to have.

That kind of copywriter could become my favorite copywriter too.

If I knew of such copywriters, I would list them here for you, but I don't.

I'm sorry to bend the thread towards my interests, but, you know, there's not much else going on here. We can all just be quiet together if prefer. :-)
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Postby Bensettle » Mon Sep 01, 2008 10:16 am

It's not about what I prefer (personally, I like "free for alls" as much as the next guy).

But out of respect for Lynn Terry (it's her forum), topics should be kept in the right places and be respectful of what she's built here.

(Even if there are only 4 of us posting...)

Ben
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Postby Publisher-For-You » Mon Sep 01, 2008 10:44 am

Ok Ben, good point, I can vote for that.

Please continue.
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Postby JosephRatliff » Mon Sep 01, 2008 12:10 pm

Three teachers and why...

Gary "The Prince Of Print" Halbert:
Probably goes without saying as to the lessons and wisdom he shared. But more so because I spoke with Gary on the phone for two hours, one time...and learned more about marketing in that short time than since. Contrary to some views, Gary was very approachable on the phone...and he actually told me he wished others would have simply picked up the phone and called him.

Ben "I Don't Have To" Settle
That's right, our own Ben Settle is on my list of Copywriting teachers. Ben's proven track record...and two copywriting ebooks...combined with the interviews and other material on http://bensettle.com have more course-level material in them than just about any other product available to learn how to write copy.

BenSettle.com actually had a different look, I have been following the site since the early posts.

Ryan "The Healymonster" Healy
The nickname was actually given to him on Twitter...but Ryan is a dear friend, and is responsible for helping me to refine even further my Online copywriting skills...plus some of our marketing phone calls would have to be locked up in a vault somewhere...because Ryan, although only XX years old...has the wisdom of Yoda from Star Wars :)

All kidding aside, Ryan has been very giving of his time...and is an extraordinary teacher.

Now, I could also add the all-star names like Bencivenga, Masterson, Makepeace, Hopkins, Karbo, Sugarman, etc... etc...

Because I have read and studied them all...but I thought I would use this opportunity to reveal those who really deserve "direct" thanks and who have directly impacted my own very successful copywriting business.

Thanks guys! :)
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