The anti-copywriter speakeths his gin-soaked brain
Published: Tue, 11/22/16
Recently, the esteemed A-list copywriter (and author of 93 — 93! — books, as well as one of my “virtual” mentors via his books and teachings) Bob Bly wrote about how copywriters who only sell their own products (and never for clients) are very limited as a copywriter. He also said the best copywriters write for a variety of products and offers, which takes far more skill. And, he insists if you don’t write for a variety of different clients and products you can never take your copywriting skills to the highest possible level.
Of course, he is 100% right.
(He sells both his own products and does freelancing — knows this as well as anyone.)
It’s virtually impossible to take your copywriting skills to the highest possible level if all you do is write copy for your own products. All of which is why if being one of the world’s best copywriters is your goal, it’d be wise to dive in head first into freelancing and spend 40+ hours per week (like you would at a 9-5 corporate job) researching, writing, and editing copy for clients — selling their products, and, if you’re fortunate, getting royalties on the sales assuming you beat their control.
Me?
That’s not my bag at all.
I always wanted to excel at copywriting (it’s my first love — even before email).
But, I never had to be the “best” at it.
Nor have I ever really cared if I was writing for A-list clients,
What I care about is having freedom (from authority, being under anyone else’s thumb, or relying on a client for my income). And having time (to do what I want, when I want, wherever I want). And, yes, having power (not to commit mass genocide — but power over my own destiny, and having the options in life power gives someone). As far as I can tell, you can’t have those three things if you are a full time freelancer if you rely only on freelancing for your income any more than you can working for Mr. Smith at XYZ Corporation.
This is not an attack on freelancers.
My gin-soaked mind wouldn’t dream of doing such a thing.
I have nothing but professional respect and admiration for guys like Bob Bly (who I have learned much from over the years) and others who share his views on freelancing. I just don’t share their enthusiasm for the craft and to be the absolute best at it. My enthusiasm is for building my own company, product line, and a lifestyle that suits my preferences.
In other words:
I love copywriting precisely *because* I can write only for my own offers.
In fact, other than a job I did for a friend in a pinch earlier this year (I was supposed to consult the copywriter on the gig, but ended up taking it over) I haven’t taken a copywriting assignment in almost six years.
Hopefully, that never changes.
What can I say?
I just don’t enjoy writing for clients.
I’ve had mostly really good ones — including one client in the self defense niche where the work was so fun I would probably have done it for free. And I’ve had just a couple bad ones.
So it’s not the clients that are the problem.
(I don’t buy into the “clients suck” mantra.)
What I care about is the lifestyle.
And having full creative control.
And no ceiling on my earnings.
And, again, the power to control (as much as it is possible) my life.
Does this make my anti-client way the best way?
Not at all.
Like I said, you should build you business to suit your preferences. If that means writing for multiple clients simultaneously because you find it fun and rewarding and challenging, great! If, on the other hand, you want to have a freedom 95% of the people on this planet will never possess — where you make a comfortable living selling your own products, to customers of your choosing, and in markets full of people you love dealing with and helping — then don’t think you “have” do client work as a copywriter.
I can assure you, you don’t.
Frankly, you’d be doing yourself a disservice if you did.
After all, you only get one life and none of us is making it out of here alive. In my way of thinking, you might as well spend your life doing what you love, and not what other people tell you you’re supposed to love.
Which bring me to the sales pitch:
(ooh)
My new 10-Minute Workday program.
It’s being published and sold by the prestigious AWAI.
And, during their launch today, you can get it at half the price it will eventually sell for. I’ll be obnoxiously launching this to my list soon. But, if you want in on the launch price they have attached to it, ain’t no time like the present, yo.
Here is the link:
The anti-copywriter speakeths his gin-soaked brain
Look lively my little droogie:
Recently, the esteemed A-list copywriter (and author of 93 — 93! — books, as well as one of my “virtual” mentors via his books and teachings) Bob Bly wrote about how copywriters who only sell their own products (and never for clients) are very limited as a copywriter. He also said the best copywriters write for a variety of products and offers, which takes far more skill. And, he insists if you don’t write for a variety of different clients and products you can never take your copywriting skills to the highest possible level.
Of course, he is 100% right.
(He sells both his own products and does freelancing — knows it as well as anyone.)
It’s virtually impossible to take your copywriting skills to the highest possible level if all you do is write copy for your own products. All of which is why if being one of the world’s best copywriters is your goal, it’d be wise to dive in head first into freelancing and spend 40+ hours per week (like you would at a 9-5 corporate job) researching, writing, and editing copy for clients — selling their products, and, if you’re fortunate, getting royalties on the sales assuming you beat their control.
Me?
That’s not my bag at all.
I always wanted to excel at copywriting (it’s my first love — even before email).
But, I never had to be the “best” at it.
Nor have I ever really cared if I was writing for A-list clients,
What I care about is having freedom (from authority, being under anyone else’s thumb, or relying on a client for my income). And having time (to do what I want, when I want, wherever I want). And, yes, having power (not to commit mass genocide — but power over my own destiny, and having the options in life power gives someone). As far as I can tell, you can’t have those three things if you are a full time freelancer if you rely only on freelancing for your income any more than you can working for Mr. Smith at XYZ Corporation.
This is not an attack on freelancers.
My gin-soaked mind wouldn’t dream of doing such a thing.
I have the nothing but professional respect and admiration for guys like Bob Bly (who I have learned much from over the years) and others who share his views on freelancing. I just don’t share their enthusiasm for the craft and to be the absolute best at it. My enthusiasm is for building my own company, product line, and a lifestyle that suits my preferences.
In other wores:
I love copywriting precisely *because* I can write only for my own offers.
In fact, other than a job I did for a friend in a pinch earlier this year (I was supposed to consult the copywriter on the gig, but ended up taking it over) I haven’t taken a copywriting assignment in almost six years.
Hopefully, that never changes.
What can I say?
I just don’t enjoy writing for clients.
I’ve had mostly really good ones — including one client in the self defense niche where the work was so fun I would probably have done it for free. And I’ve had just a couple bad ones.
So it’s not the clients that are the problem.
(I don’t buy into the “clients suck” mantra.)
What I care about is the lifestyle.
And having full creative control.
And no ceiling on my earnings.
And, again, the power to control (as much as it is possible) my life.
Does this make my anti-client way the best way?
Not at all.
Like I said, you should build you business to suit your preferences. If that means writing for multiple clients simultaneously because you find it fun and rewarding and challenging, great! If, on the other hand, you want to have a freedom 95% of the people on this planet will never possess — where you make a comfortable living selling your own products, to customers of your choosing, and in markets full of people you love dealing with and helping — then don’t think you “have” do client work as a copywriter.
I can assure you, you don’t.
Frankly, you’d be doing yourself a disservice if you did.
After all, you only get one life and none of us is making it out of here alive. In my way of thinking, you might as well spend your life doing what you love, and not what other people tell you you’re supposed to love.
Which bring me to the sales pitch:
(ooh)
My new 10-Minute Workday program.
It’s being published and sold by the prestigious AWAI.
And, during their launch today, you can get it at half the price it will eventually sell for. I’ll be obnoxiously launching this to my list soon. But, if you want in at the inaugral price they have attached to it, ain’t no time like the present, yo. I believe (don’t quote me on this) it ends tonight at midnight.
Nt sure what time zone, though, so I wouldn’t recommend putting it off.
More:
If you buy it today before their deadline (and I’ll know by the price you paid for it), forward me your receipt immediately, and I’ll send you a secret link to a training I did at the esteemed Brian Kurtz’s (the “umpire of direct marketing”) Titans Master Class last month.
Very valuable info.
Especially if you want to never worry about how to pump out emails can’t wait to read and buy from (and, arrange it so you are the ONLY one they want to buy from in an overcrowded inbox).
It was a big hit with the room.
I even got a nice little note about it from the lovely Victoria LaBalme — a Ted Talk speaker who teaches others how to rock the room when doing Ted Talks and other speeches.
All right, enough of this babble.
Here’s the link already:
http://www.awaionline.com/p/is/tmw-dc/
Giddy-up, cowboy…
Ben Settle
P.S. If you are a long time customer of mine, make sure you read the section of the sales letter — written by the brilliant A-list copywriter and co-founder of AWAI, Paul Hollingshead — about the bonuses.
Why?
Because the bonuses include a few specific Email Players issues, and the program gives modified versions of both my Copy Slacker product (including all the bonus videos included with Copy Slacker analyzing some of my most profitable ads) and the Email Players Playbook. And, if buying a product that includes info you’ve already paid for is going to give you heart burn, you best pass on this.
Word up.