The biggest things preventing cubs from going pro

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As some of you may know, lately I've been hiring cubs.

That means a LOT of looking at samples.

Seriously... I've probably looked at 200+ pieces of copy in the last few days (though I'll admit it's mostly skimming/half reading.)

Having seen so many, I'm starting to get a sense of where junior copywriters are at.

Here's the thing...

Most of the people I put on the books were good writers.

Some were even great writers.

(To clarify, I'm talking about the actual writing only... not the salesmanship, which is a different element.)

But almost all of them were missing the big picture.

See, everything in your promotion hangs on the big idea.

It's your hook and angle... it's the thing that separates you from everyone else.

And it's showcased in your intro (headline, lead, etc)

If you don't make that stand out from everyone else in the market... you're screwed.

That means...

NO 75-word MEGA headlines...

NO starting with tired openers...

and NO starting with just benefits.

CURIOSITY is what will get back reading.

Ironically, if you want to be a successful copywriter, you need to be a lot more than a copywriter.

You need to be a marketing strategist.

You need to know the market and come up with the unique angle/positioning that's going to take this offer to the top.

That's how you get the big winners.

And that's how you turn yourself from someone charging $500 a letter to someone charging $5,000 - $10,000 a letter plus points (or higher).

Just some thoughts while I'm on the loo (stay classy, San Diego.)

-Daniel
#copywriting #biggest #cubs #preventing #pro #things
  • Well put, Daniel.

    - Rick Duris

    PS: You know a copywriter's busy when he writes on the loo.
  • This deserves to be a sticky.
    • [1] reply
  • Wow! That was a tear jerker and it is what Gary Halbert tried to get through thick skulled writers like myself. And it is the #1 thing that will make or break your conversion rates. The second is having a good story to tell (my opinion), because stories work.

    Thanks Daniel
  • Daniel... 2 simple sentences you wrote can literally help any rookie or newer copywriter here.

    In fact, after 13 years of copywriting and reading every book known to man on the subject... these 2 sentences REALLY show what's important.

    Like you, I've hired a lot of copywriters, and for me, the only thing i need to read is their lead/intro to their samples.

    Most of your letter's success hinges on the lead... which is the headline and intro. Michael Masterson, in his book on leads says that 80% of a letter's success is due to the lead.

    Of course, that's after the list/traffic and the offer.

    A writer's lead is all I need to read to determine if I hire them.

    And the other thing you wrote about... being unique and standing out from everyone else... that's been the #1 thing that I've tried to use in my copy, and teach others.

    If you don't have a really big idea and valid/unique difference, why the hell would anyone go with you or your product/service.

    Being unique and different... and having that unique hook and angle, it's literally the one thing I'll spend most of my time on.

    Anyways, great post and Happy New Year.

    I just thought it was amazing to see, in the same post, advice on the lead of copy and also the uniqueness angle... 2 of THE most important parts of any campaign.
    • [1] reply
    • That's only part of the winning edge Shawn.
      Being different in itself isn't enough.

      The difference has to be an advantage
      to the reader.

      We saw Ross Bowring bravely post about his Frank Kern
      angle and how it bombed.

      Best,
      Ewen
      • [1] reply
  • I see a lot of newer copywriters trying too hard to come up with a unique hook (assuming they realize they need one at all.)

    They end up churning out grandiose, hype-filled junk.

    But when there is a hook, it's very often omitted throughout the copy.

    A good hook is the glue that creates continuity, flow, and yes, curiosity throughout the copy.

    Mark
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