Copywriting Is Dead Part One

[BrianMcLeod]

God is a concept,
By which we can measure,
Our pain,
I'll say it again,
God is a concept,
By which we can measure,
Our pain,
I don't believe in magic,
I don't believe in I-ching,
I don't believe in bible,
I don't believe in tarot,
I don't believe in Hitler,
I don't believe in Jesus,
I don't believe in Kennedy,
I don't believe in Buddha,
I don't believe in mantra,
I don't believe in Gita,
I don't believe in yoga,
I don't believe in kings,
I don't believe in Elvis,
I don't believe in Zimmerman,
I don't believe in Beatles,
I just believe in me,
Yoko and me,
And that's reality.
The dream is over,
What can I say?
The dream is over,
Yesterday,
I was dreamweaver,
But now I'm reborn,
I was the walrus,
But now I'm John,
And so dear friends,
You just have to carry on,
The dream is over.

[Harlan]

Originally Posted by marciayudkin

FDIC insurance protects bank depositors against bank failure, not against identity theft.

Marcia Yudkin

The question was about commercial accounts Marcia.

[YasirYar]

It's just matured to a level where people are being hired to write useful informative articles for blogs and etc. I'm personally thankful for the change because it shows internet marketing is evolving and becoming more established as opposed to the earlier get rich quick schemes and scams.

[Johnny12345]

Originally Posted by BrianMcLeod

I don't believe in Zimmerman,
I don't believe in Elvis,

Umm... I don't know about all that other stuff, but Bryan Zimmerman is REAL. Seriously. I've seen a picture of him.

-John

P.S. And Elvis lives in Kalamazoo, Michigan. (Where have you been?! Everyone knows that.)

P.P.S. And, yes, copywriting is DEAD. Finished. Over. Done. So everyone here can send me their copy customers... you obviously won't be needing them anymore.

[Scott Murdaugh]

Yeah, I agree. It's dead.

I've been combining "The Law Of Attraction" with "Finger Healing" to attract money into my life so I can spend my free time using my NLP skillz to score free happy meals at McDonald's (it feeds me and I resell the toys to supplement my old, dried up copy income).

I'm obviously being sarcastic, and I respect you. Actually met you briefly, it was only a minute or so, and I thought you came off as a really smart and genuinely nice guy.

So that's not a personal shot at you.

But the only constant in the copywriting biz is that it's always changing.

If you're talking about the new CB rules, I welcome them with open arms. No exaggerated claims, no fake earnings shot, taking away the ability to prey on desperate people who don't know any better? Good, I'm all for it.

And yeah, for the guys pushing out those offers it's changed big time.

But there are a more clients than good copywriters out there. There are plenty of players with money who are desperate for the right copywriter to come along and pay them handsomely for the help.

Anyone who's just starting out faces the same challenges that we all have. They need the drive to get good and then get paid.

That all comes down to hard work and marketing savvy.

I still stand by Halbert's saying... “If you’re a good copywriter, there’s no reason why you can’t find work!”

It was true 50 years ago. It was true 5 years ago. And it'll be true for the foreseeable future.

How do you adapt?

Get hip to what's selling. Learn about sales funnels, learn how to market your services, learn how to produce amazing results for clients. Keep up on the trends.

But I know it and you know it, there are still plenty of clients out there.

And even the greenest of newbies, if they have the ambition and ability to learn, will have no problems becoming successful.

This post no doubt has generated and will generate a lot of attention. If that was your goal nice work.

I'm just not down with the fear mongering.

The copywriters I talk to are doing just fine.

And advertising is alive and well.

Learn and adapt? Totally, but that's nothing new.

Copywriting is dead? Maybe in certain niches. I'm of the mindset that a good copywriter can research and effectively sell in any market that has an in demand product and a hungry client base.

Again, not a personal shot. I just disagree with about 99% of your post. I DO agree that copywriters on all levels should be creating their own products. Or at the least using royalties to make this a passive income business.

Particularly... "All of the old advice out there is pretty much worthless."

What old advice? Actively market your business? Figure out who's hiring copywriters, who can afford you and target them? Manage your money responsibly? Treat it like a business?

Throw the classics out the window? Ignore what Carlton teaches? Start a petition to have the Halbert Letters removed for being outdated? Ignore anything Kennedy/Abraham/Etc have taught?

What "old advice" is worthless?

Just curious.

Take care.

-Scott

P.S. Eagerly awaiting "part 2". You've obviously raised the (perceived) problem here, I'd love to hear the solution.

[sethczerepak]

Originally Posted by Harlan

In the past year, copywriting as we knew it died.

I'm talking about multiple aspects of copywriting but for today, I'm talking about the business of copywriting.

Namely - the days of the super high paying jobs are OVER.

I'm talking about the days when you could quote a job from 25K-60K and have a wait list.

Those clients are gone.

There are a number of reasons why.

1. The buyers are out of credit. Their credit cards can't afford to pay for a copywriter. Similarly, they can't get home equity loans to fund new businesses.

2. The rise of video sales letters. People think there is an art to copywriting but think any shmuck can create a powerpoint video.

3. The gurus who spent a lot of money on copy are doing their own copy in the form of the videos.

4. The clients know the market for their products isn't as strong.

5. Google AdWords banning most copywriting sites as "make money" sites.

So if you're a copywriter just waiting for your ship to come in. It hit an iceberg.

There's a whole new world you are dealing with.

It's a world of hurt.

In the past few weeks, I've spoken to a lot of copywriters and they are all feeling the pain.

My students - who listened to me - have launched their own products and that's where there money is coming from.

But for people waiting to jump into the field, it's a new game.

All of the old advice out there is pretty much worthless.

And no one is teaching copywritingbusiness 2.0

I'm not one to be politically correct but the business has changed.

If you can adapt and carve out a new path, you'll make money.

Do things the old way?

You're in for a surprise.

Peace,

This isn't surprising coming from someone who believes in NLP copywriting.

1. The buyers are out of credit. Their credit cards can't afford to pay for a copywriter. Similarly, they can't get home equity loans to fund new businesses.

...yeah, now they actually have to invest in writers who know how to get results instead of copywriters who ride the wave of the internet novelty buying frenzy and then claim that Copywriting is dead.

2. The rise of video sales letters. People think there is an art to copywriting but think any shmuck can create a powerpoint video.

Yeah, and the voice over scripts for these videos don't get created by copywriters right? They must spring out of holes in the ground.

3. The gurus who spent a lot of money on copy are doing their own copy in the form of the videos.

Yeah, and magically when something is delivered on video, the copywriting can be written by anyone right? What about all those TV commercial copywriters? Guess copywriting doesn't apply to the spoken word. Good to know, I'll have someone from Pakistan write my next seminar speech.

4. The clients know the market for their products isn't as strong.

Good statement...short but pointless.

5. Google AdWords banning most copywriting sites as "make money" sites.

You mean sites that sell copywriting or sites that use copywriting? Oh wait, every site has writing on it....and copywriting sites are "make money" sites. Hopefully every site is a "make money" site...unless maybe you wrote the copy for it.

But by all means, keep believing this though. More money to be made for the rest of us.

Riveting post man...so when is "Part I" coming? I'm on the edge of my seat, praying for the resurrection of my craft.

[Steve The Copywriter]

Copywriting is just "selling in print" (or any media you like).

You'll never, ever run out of people who need to sell their stuff.

Just choose good clients with great stuff...

And all will be well.

[donaldwilson]

Well you did a good job on the thread title.

Lot's of interest.....

The body copy is very controversial.....

Lot's of anticipation for part 2....

All good copy, but when did content not become important?

I'm not a copywriter, so maybe I'm missing something here.

Lot's of triggers, but the copy in the thread entails not a single drop of valuable content to come in part 2...

Am I missing something here?

Thanks in advance for clearing things up here as I'm a copy noob.

-don

[Scott Murdaugh]

Am I missing something here?

Even though I disagree with him on this, Harlan is very smart.

He's doing *something* here and I don't know exactly what.

He could be teaching a lesson to his students about how generate a bunch of free publicity with a simple forum post and a controversial topic.

He could be setting people up for his next coaching/product or whatever, I *think* he'd be a little more subtle but I can't say I know.

He could be getting PM's from struggling/newbie copywriters asking him for help. Perfect candidates for group coaching, etc.

He could have no ulterior motive and actually just sharing his experience, the follow-up could be some solid tips, who knows...

What I do know is that all of the problems he's raising have pretty simple solutions...

1. The buyers are out of credit. Their credit cards can't afford to pay for a copywriter. Similarly, they can't get home equity loans to fund new businesses.

I've never worked with a client (that I know of) who had to take out a loan to pay me. And I wouldn't want to. If they can't afford me, if all of their money is tied up in my copy succeeding, screw that, I don't need that level of pressure. And while I don't charge the numbers he's throwing out, I've worked with a lot of big names, I stay busy and I'm not cheap.
I get that a lot of businesses rely on credit to operate.
I also know for a fact that a lot of potential clients have more than enough cash on hand to pay for solid copy, especially the ones who know it’s an investment.

2. The rise of video sales letters. People think there is an art to copywriting but think any shmuck can create a powerpoint video.

Funny. My last 3 projects, in fact most of my work this year, have involved me scripting a video. Savvy marketers are VERY aware that writing an engaging, captivating video script that keeps viewers hooked and buying has its own set of challenges but is every bit as difficult as selling in print.

In fact, I'm in the middle of a video script as I write this.

3. The gurus who spent a lot of money on copy are doing their own copy in the form of the videos.

See above. I also know some very busy and successful guys who've scripted the videos for some of the biggest guru launches around. They primarily do videos, and they're fine.

4. The clients know the market for their products isn't as strong.

If it's not "as strong", but there's still demand there, that's an opportunity to profit, not a problem.

If their buyers are just not buying, it may be time to move into another market. If they have previous customer lists, another big opportunity to profit, for you and the client.

5. Google AdWords banning most copywriting sites as "make money" sites.

How many "guru" launches rely on Adwords? The IM guru's all rely on JV's and email. And if Adwords, Facebook, MSN, all dried up tomorrow, a good copywriter will adapt and thrive.

He would put together deals, find JV partners... Heck, adding THAT into your list of services is a HUGE tip for any copywriters. I have a lot of clients with similar, non-competing products, and if you can hook up profitable JV's there's serious money in it.

And one thing I didn't mention before...

I'm talking about the days when you could quote a job from 25K-60K and have a wait list.

Dude, no one (that I know of) on this forum charges $25k-$60k for a typical project. In fact, the best of the best usually charge $10k or less, and make their real money by getting a big piece of the back.

I do not doubt that Harlan has charged that. And I'm sure there are guys who routinely do, but you're getting into like Carlton, Abraham, Etc prices.

The guys I know who do charge that, they do so because they've built up businesses that they work on, and they're charging that because that's what it costs them to take time away from their own businesses.

I'd say that your average "up and coming" copywriter would be absolutely stoked at getting $2-$3k flat for a letter and staying busy.

There are a lot of ways to make more than a comfortable living in this biz than charging clients $60k upfront for sales copy. Yeah, longer term projects, bigger mailing projects, etc could warrant that. But if you're talking a typical 40-100 hour job, nah.

Not for most of us mere mortals anyway.

Another BIG lesson here...

Harlan has me taking time away from a project to argue with him... I’m literally spending money to reply to this, and I guard my time as much as anyone I know…

... This thread has almost 1k views in a day, if it stays up it'll have a whole lot more, that's a lot of eyeballs for a little bit of controversy...

Harlin is smart, and this is a great example of what it takes to get attention (I haven't posted here in weeks, haha).

So if attention was his goal, he's doing a pretty good job.

He got me emotionally stirred up enough to post here. And he's not all wrong, the economy is in the tank, it's not as easy today, things ARE changing.

But adapting is the name of the game.

And I just wanted to kind of clarify that to anyone who may be struggling right now and considering giving up after reading that from a well-known copywriter...

...Everyone has a "shameless whore" phase. There are VERY few writers who haven't struggled at some point.

But if you watch your market, watch what's going on, learn your craft well, treat your clients right and just treat this as a business instead of a get rich quick scheme, and you WORK HARD at it, there are more than enough clients and money out there for people to do VERY well.

-Scott

[OnlineMasterMind]

Originally Posted by Harlan

In the past year, copywriting as we knew it died.

I'm talking about multiple aspects of copywriting but for today, I'm talking about the business of copywriting.

Namely - the days of the super high paying jobs are OVER.

I'm talking about the days when you could quote a job from 25K-60K and have a wait list.

Those clients are gone.

There are a number of reasons why.

1. The buyers are out of credit. Their credit cards can't afford to pay for a copywriter. Similarly, they can't get home equity loans to fund new businesses.

2. The rise of video sales letters. People think there is an art to copywriting but think any shmuck can create a powerpoint video.

3. The gurus who spent a lot of money on copy are doing their own copy in the form of the videos.

4. The clients know the market for their products isn't as strong.

5. Google AdWords banning most copywriting sites as "make money" sites.

So if you're a copywriter just waiting for your ship to come in. It hit an iceberg.

There's a whole new world you are dealing with.

It's a world of hurt.

In the past few weeks, I've spoken to a lot of copywriters and they are all feeling the pain.

My students - who listened to me - have launched their own products and that's where there money is coming from.

But for people waiting to jump into the field, it's a new game.

All of the old advice out there is pretty much worthless.

And no one is teaching copywritingbusiness 2.0

I'm not one to be politically correct but the business has changed.

If you can adapt and carve out a new path, you'll make money.

Do things the old way?

You're in for a surprise.

Peace,

Hey Harlan,

Sounds like you've been hanging out with the wrong people.

Let me fill you in on the reality of the advertising services space: large successful advertising agencies are alive and doing better than ever.

For example, Home | Ogilvy & Mather and Razorfish: The Agency for Marketing, Experience & Enterprise Design for the Digital World - as well as hundreds, if not thousands, of others who in some shape or form offer copywriting and direct response services.

Surely, you don't think the "business of copywriting" revolves around Gurus and one man freelance operations do you?

[donaldwilson]

Originally Posted by Scott Murdaugh

Even though I disagreed with him on this, Harlan is very smart.

Couldn't agree more.

Originally Posted by Scott Murdaugh

He's doing *something* here and I don't know exactly what.

He could be teaching a lesson to his students about how generate a bunch of free publicity with a simple forum post and a controversial topic.

That is what I was thinking....

And I was also thinking of what Alex said earlier about "The Death of the Sales Letter"

One thing he definitely has done is caught my attention and given me a thread that i'll save in the STUDY THIS AGAIN folder.

-don

[Enis]

Originally Posted by max5ty

Copywriting is the same as it's always been.

What's changed is all the internet "get rich quick" copywriters are feeling the pinch of the internet correcting itself - the days of writing some vodoo, hypnotic, magical letter that would put the reader into some kind of a trance are over, partly because the internet has grown up - beyond the wide eyed, green pea internet surfer.

Too many people have been burnt by false promises of some pie in the sky scheme.

The hot shot gurus who've sold the wanna be's a load of chit, have quietly sulked off to enjoy their riches - most of the guru's were never copywriters to begin with - they were just savvy marketers.

Some of us that have been in the business way before the internet...before the gurus...and before all the work at home copywriters...are still doing great.

Everyday I see the new "copywriters" on the forums - they pass on something that they've just read some big name guru say...most of these type of copywriters will never last in the business - they're looking for a way to supplement their income...or replace income from a job they've lost - they'll spend a couple years writing copy for a few hundred bucks...then fade off into the next big money making idea.

I still average well over a million dollars a year in the business - and I'm sure there are many others who do also.

If you're sitting around listening to only the names you've heard of in copywriting...you may have a gloomy outlook - most of them haven't written copy for anything other than their own product or mentoring program they're trying to sell - they're clueless when it comes to real life action - when you're out there dealing face to face with real clients who are depending on you.

Just because there's a rash of wealth seekers who aren't doing crap in the way of earning a living, is no reflection on the business as a whole.

If anything, I can't keep up with my clients lately - there's a load of opportunity out there with all the new technology.

These are great times for real copywriters.

Couldn't agree more.

[Blake King]

Copywriting is just a way to learn to sell. Just like door to door selling is a way to become a true salesman.

Learn to sell to be successful in any business. The EASIEST and most convenient way to learn to sell is to learn copywriting.

The fastest way would be door to door sales. Ofcourse door to door is also dangerous if you have a sensitive ego...

[kellyburdes]

This is a gem of a thread, and it should go into everyone's swipe file.

Even if you think Harlan is full of sh** and don't agree with a single world he said.

This is perfect "prelaunch material", exactly the type of stuff you want to send out in your first or second email of a major launch. (I know this is a copy writing thread, but in my mind Product Launch's are really just copy, but drawn out in time. One point that I have heard Jeff Walker make a bunch of times is that your first piece of content is the headline for your entire launch, it better draw them in. If you think about it and stretch your mind a little on how you think of copy, Product Launch Formula and Mass Control are probably the two best selling copy writing courses of all time)

It gets people buzzing, gets them going, get's them talking.

I have no idea what Harlan is up to - he might just be sharing his opinion on the current state of the market. I don't have my finger on the pulse of the copy writing market at all, so I have no opinion.

But boy oh boy, this is great stuff.

Think about how you can use this in your niche, the concept, the strategy and the tactic's to put the strategy into place.

[Alex Cohen]

Originally Posted by kellyburdes

This is a gem of a thread, and it should go into everyone's swipe file.

For sure, Kelly. The law of polarity at work.

Alex

[HaRrY84]

Copywrirting is not dead, has just evolved only. New trend is video copywriting and social media engagement.

[ThomasOMalley]

Originally Posted by HaRrY84

Copywrirting is not dead, has just evolved only. New trend is video copywriting and social media engagement.

What you are saying is true to a certain extent.

But no matter what social media techniques you are using, you have to get to the point where you have to sell the "d..." thing...and you do that with excellent copy....that will never change.

[JasonParker]

Caaaaaaan you feeeeeeel the love toniiiiiiight

I'm not in the freelancing business but enjoying the insights anyway.

All I can say is... In any business... Things change. You adapt with the change or go extinct.

People will always blame economies or different business climates.

That's when you have to stop being a pansy, stop blaming other things for your failures, and make a profit anyway.

[gjabiz]

If true, me thinks the Salty Droid just had a nuts and bolts orgasm. What will he do now?

AH, let's wait for Copywriting 2.0... should be FUN.

gjabiz

[Ken_Caudill]

Originally Posted by gjabiz

If true, me thinks the Salty Droid just had a nuts and bolts orgasm. What will he do now?

AH, let's wait for Copywriting 2.0... should be FUN.

gjabiz

Yup.

Meet the new boss... same as the old boss.