The great copywriters may love me or not because of this article. I don’t know where it’s going to start the opinions but I am willing to take my chances. The question that you are a copywriter of a copy machine seems to be simple. Then, this article will help you have your own answer.
First of all, nobody is going to argue that there are some basic “rules” of copywriting…things that have been tested over time and have been found to “work”, relatively speaking. Naturally, any novice can turn any copywriting tactic into a total meltdown. But assuming that you at least have a basic understanding of how to write a sales letter, for the most part, you SHOULD be able to pull off the basics, solid headline, good story, well crafted bullet points, and so on.
But that still doesn’t answer the question of whether you’re a copywriter or a copy machine. Maybe it’s the question that really needs to be more defined. Okay, let’s do that.
To me, and again, this is just my opinion, a copy machine is somebody who understands the basics, can put together a “decent” sales letter, but isn’t really using any true creativity. They’re essentially taking bits and pieces from other sales letters, adapting them slightly to fit their particular product, and then calling it a sales letter. And don’t get me wrong, this method will work fine. I’ve seen some very good “cookie cutter” sales letters get the job done.
But the truth is, the really kick butt sales letters are the ones that go way beyond the cut and paste generic stuff that I see way too often. These are the sales letters that go on to shock you with some of the content. The Rich Jerk was a master at this until everybody and their grandmother copied his style. Then it became just plain boring. That’s the problem with being unique…everybody copies you eventually. This is why you have to constantly reinvent yourself and come up with fresh ideas.
THAT is what makes a copywriter. Somebody who can think outside of the box and write a sales letter that isn’t just your typical run of the mill stuff.
I know that there will be many who don’t agree with me, that if you can write copy that sells, that’s all that matters in the long run. And I guess, to a certain degree, that’s true.
But I’ll take a copywriter over a copy machine any day of the week.
To YOUR Success,