The “Windows Computers” of the copywriting world
Published: Thu, 07/29/21
It wasn’t all that long ago when Apple computer users were the minority.
When I got my first Mac laptop in 1998 all the Windows users scoffed.
“You can’t even do….?
Followed by something software on all Windows did but not on Apple.
Very frustrating.
And they were correct at the time.
But Apple computers were also better in a lot of ways in my opinion. And they gave a better experience for the things I needed to do vs a Windows machine and its constant virus updates and defragging, slowing everything down to a halt.
Apple legit had a “think different” approach.
And even a casual read of Steve Jobs’ bio will show you just how much different.
Windows had zero culture and zero soul, according to Jobs.
And while it did win in its battles with Apple, it didn’t beat Apple. Not unlike Apollo Creed winning against Rocky in the first movie, but not really *beating* Rocky.
Now, flash forward to today:
You can’t go to a mastermind and not see 99% of the room — maybe even 100% — with Macbook Pros.
Everyone’s got an Apple.
Hardly anyone has a Windows.
And it’s now the Apple people mocking the Windows people.
A very ironic change of events.
Anyway, for some reason I was reminded of all this when “Email Players” subscriber David Lowenthal sent me the following:
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… thanks a bunch man for all that you do. Your newsletter and products have completely transformed how I do business.
I know how you sometimes say you “give permission for people to think differently” but I think it’s more you’re “mandated” to think differently if you want to be in this horde, and it’s really been a gift to be able to design my business totally according to my needs.
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He is 100% correct.
In fact, here’s another irony:
But this one IS lost on a lot of marketers — especially NEPC’s (non-Email Players characters) who just look at what I do and imitate it without understanding how it all works at a deeper level.
I’d say at least once per week some idiot swipes what I do.
And when I say “swipes” I mean literally lifting my voice, personality, and ways of saying things.
I hear-tell sections of copywriting Twitter are especially cringe worthy bad with this.
Just mimicking everything I do.
Thinking they can simply copy the surface elements and it’ll all work.
They probably assume they are “tHiNkINg dIFfERenTLy!”
But they’re not.
They’re making asses of themselves. And I know this because for every one of my people who goes out of their way to tell me about one of these blue flame specials, there are probably 5-10 more who aren’t saying anything.
And those people are simply starting to ignore the copycats.
Oftentimes they are even outright mocking them.
The thing these NEPC’s are missing:
Soul.
Heart.
Whatever you want to call it.
They are like the schlubs in the book “The Game” about the — at the time underground — pickup artist scene. Neil Strauss’ code name in the scene was Style. And he had a very unique look — shaved head, goatee, dressed a specific way, used his own pickup lines. And when he started teaching PUA to people, those people would blindly & idiotically go out and shave their heads, grow a goatee, dress exactly like Style, and even use the exact same lines, on the exact same women, on the exact same strip in L.A. that Style would frequent… only to get laughed at by these girls who looked at them as if they had leprosy.
The point:
Thinking different is a big key to what I teach.
And the NEPCs will never get that.
I’d like to think there is hope for them, but I doubt there is.
Anyone who copies someone else at that level just ain’t that bright.
This is important for those thinking they can “reverse engineer” what I do. They are literally being mocked and laughed at by those who notice — while those doing the mocking tend to find their way to the source:
My list.
Yes, I profit from the copycat crash dummies.
But ultimately, I’d rather not profit from them, and that they get their acts together.
I’m not sure where else I am going with this.
But it’s been on my mind lately.
And I can say right here, the copycat types who can’t think beyond “swipez!” are simply not ready or qualified to use the info in the upcoming 10-year anniversary Email Players issue. I don’t say this to insult anyone or even just because it’s amusing to write about it.
I say it because it’s the truth.
I don’t write for the small thinker.
I used to do that sort of thing — giving templates, and swipes, and tactics, and hacks, etc.
Nowadays?
It’s the exact opposite.
It’s all long term, bigger concepts, and dramatic strategy. The stuff I’ve been teaching about a term I invented earlier this year I call “6G Marketing Warfare” is just one of many examples of what I am talking about. Same with world-building. And erecting narratives, creating status, and the list goes on.
These are clearly beyond the low IQ goo-roo fanboy’s ability to grasp.
If it wasn’t, they wouldn’t be building my business, they’d be thinking & building their own.
And this August issue?
It’s double-sized for a reason.
There is nothing to swipe inside, and no tactics to talk about on social media.
It’s pure strategy, and deep thinking about you, your business, and what you sell.
And it’s not a “casual” read.
It’s something intended to be read carefully, with forward intent.
And then re-read again.
And again…
And then ruthlessly applied over and over and over in your business and in your life (it goes beyond business and marketing) until it becomes as second nature as driving a car or riding a bicycle.
I’m being very frank about this for a reason.
I don’t want those who are incapable of using it to waste their money.
If that is you — and be honest — realize there are many other places you can learn email. Including places where you’ll be handed swipes, templates, and get all the little hacks your goo-roo fanboy heart desires.
And you’ll be better off there.
You may even make some scratch following what they teach vs my stuff because it's easy to use templates and hard to think and plot and strategize and think multiple months and even years ahead vs reacting to "wHaT'S wORkInG nOw!!"
And you’ll certainly be a lot happier there than you will be in my world.
I can guarantee you this.
It’s about the only thing I can guarantee you.
My “sloppy seconds” (people who subscribe to “Email Players”, but can’t follow it or don’t find it interesting or valuable or who want more swipez, whatever it is…then seek out a new slot machine in the goo-roo casino) often find this out after wasting money with me.
Yes, even though I regularly tell them not to bother.
You don’t have to be a sloppy second.
After all, I’ve already warned you of what to expect.
All right, that’s all for now.
If on the other hand you do like to think, you do like to work hard, and you despise the copycat mentality, and want to subscribe in time for the historic August issue, you best hurry.
As soon as the deadline hits, that’s it.
Here’s the link:
https://www.EmailPlayers.com
Ben Settle