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I am haunted (i.e. The Secret Life of a Copywriter)

by RickDuris
15 replies
Hi all,

(Scott Murdaugh, Mike Humphreys and Matt James inspired this post. They should be credited and thanked on their next posts in WF, whatever they are.)

The fact is, I swear, I am haunted. When it comes to copywriting, of all people, I am haunted by...

Bruce Lee.


What if... just what if, you wrote copy as good as Bruce played ping pong?

That's what keeps me up, thinking, at night.

- Rick Duris

PS: It's not that I am into martial arts. But my daughter Crystal is. She was 13 years old when she got her 1st black belt in Karate.
#copywriter #haunted #life #secret
  • Profile picture of the author CopyMonster
    That's insane... thanks for sharing.

    Question thought - is that really Bruce? Had a squint at his face and it didn't look like him close up.

    (Actually, I have a similar picture in my head before getting on with the day - only not ping pong balls, instead I'm there tossing out word bombs that explode in the mind and leave a gaping awareness of previously hidden desires... BOOM!)
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    Scary good...
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  • Profile picture of the author Daniel Rickfold
    Originally Posted by RickDuris View Post


    PS: It's not that I am into martial arts. But my daughter Crystal is. She was 13 years old when she got her 1st black belt in Karate.
    Bruce Lee did Wing Tsun and then because he wasn't allowed to teach it he made up Jeet Kune Do...

    karate is pretty useless...


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    • Profile picture of the author RickDuris
      Originally Posted by antipot View Post


      karate is pretty useless...

      A couple of things:

      1. For your own sake antipot, don't ever say that to my daughter. She might kick your you know what. Her hands and feet are registered with the police as lethal weapons.

      2. I posted this for one reason.

      Not to send the sub-forum in an off topic direction, but I believe to write ping pong nun-chuck decimating copy... copy that puts fear into the eyes of your competitors like Bruce did with his... you have to be inspired while you write.

      As a copywriter, your emotions have to run hot... red hot... white hot... blue flame hot.

      I have many things that inspire me. This one video is one, and was shareable and so I did.

      - Rick Duris
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    • Profile picture of the author Daniel Rickfold
      Originally Posted by Paul McQuillan View Post

      Martial arts are as much a philosophy as it is self
      defense. To denounce it is ridiculous and offensive
      to me.
      I did not mean to offend you. No offense again, but you do get offended pretty easy.

      To clarify I believe it's Bruce Lee who said it. When he made Jeet Kune Do, he studied many (all?) forms of martial arts and took the good pieces from each one and created Jeet Kune Do, his own style, because he wasn't allowed to teach Wing Chun. Now, when he studied karate he said that only 3% of it was useful. I had 3 Wing Tsun masters during the years and they told me this story. I have not researched the validity of their story, so I don't know if it's really true or not. But over the years, with my encounters with other karate people I got to accept that as true.

      Of course I don't want this thread to turn into a martial arts discussion in a Copywriting forum.

      To RickDuris
      I understand what you mean and everyone needs their inspiration & gets it from somewhere. That's why I believe that the more we go out in the world by being aware of whats happening around us, the more we can get inspired.
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      • Profile picture of the author MikeHumphreys
        Originally Posted by antipot View Post

        To clarify I believe it's Bruce Lee who said it. When he made Jeet Kune Do, he studied many (all?) forms of martial arts and took the good pieces from each one and created Jeet Kune Do, his own style, because he wasn't allowed to teach Wing Chun. Now, when he studied karate he said that only 3% of it was useful. I had 3 Wing Tsun masters during the years and they told me this story. I have not researched the validity of their story, so I don't know if it's really true or not. But over the years, with my encounters with other karate people I got to accept that as true.
        It was one of the story lines in the movie "Dragon: The Bruce Lee Story".

        According to the movie, Bruce wasn't allowed to teach Wing Chun because he got caught teaching or wanted to teach it to non-Chinese people.

        Whether that's the complete story or Bruce was just feeling entrepreneurial, I couldn't tell you.

        Having studied several different martial arts over the last 20 years, I will say from a tactical standpoint, each one has their own strengths and weaknesses.

        For good example of this, rent the first UFC championship DVD and watch Royce Gracie's matches in it. That was before cross-training in multiple martial arts became popular in MMA like they are today.

        Rick... nice video and even better personal insights.

        Bruce Lee will probably always be the ultimate fighter to me because of his dedication to cross-training (martial arts, weight training, cardio, etc.) long before anyone else did it. It's hard not to be inspired by him.

        Take care,

        Mike
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        • Profile picture of the author Ross Bowring
          Originally Posted by MikeHumphreys View Post

          For good example of this, rent the first UFC championship DVD and watch Royce Gracie's matches in it. That was before cross-training in multiple martial arts became popular in MMA like they are today.
          Those matches are a lot of fun because there were no weight classes... one-night tournaments. Royce schooled everyone, even when he was exhausted. Lots of fun to see David smash Goliath.

          Much commitment, persistence and sacrifice needed to get that good at BJJ.

          --- Ross
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  • Profile picture of the author mllnsgrl
    Omg. That is sick!!! (the video I mean). I never saw anyone play like that.

    Do you think it would have thrown him off if the other guy hit a slow ball? lol I would have thrown some drop shots into the mix.

    Yes, I do wish my copy could fly out of my head that fast, put my readers in a trance while getting rid of any competitors.

    Rick... Care to share any secret writing tips?

    Thanks for the vid...
    Liz
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    • Profile picture of the author RickDuris
      Originally Posted by mllnsgrl View Post


      Rick... Care to share any secret writing tips?

      Thanks for the vid...
      Liz
      Hi mllnsgrl, I will be sharing more in the future and you and others will benefit tremendously. I promise.

      FYI: Copy really does fly out of my head that fast.

      I am not being cocky. It's true and I can prove on demand, just like Bruce Lee. Clients, Partners, those who ask for my advice know without question or doubt.

      I am going to give my secret right now. Few reading will exercise because it demands work and dedication.

      And admittedly, it's a bit "weird."

      In training classes and seminars and such, lots of gurus say to hand write winning, proven sales letters.

      I do that. I have been doing it everyday since 1987.

      BUT--here's what else I do:

      I RECITE these letters. Out loud. Some I have memorized because they are so good. Just like preachers recite passages from the Bible on demand.

      I conjure up the emotion imbued in the sales letter and I, what I call,"launch."

      Yes, when you do this exercise, your wife or boyfriend or your kids will think you are weird. Guaranteed. I have seen it enough to know.

      But your Clients will think you are a genius.

      Think about this for a second: In sports, there are three things that coaches enforce:

      • The mindset. Being in a winning state of mind where you are playing your best game.
      • New techniques and strategies: Learning from your competitors... preparing for the game... having a playbook to die for.
      • Drills.
      Drills, are frankly, my favorite and easiest. They're mindless. You just do them. That's all it takes. Over and over and over.

      In sports, the goal is to create "muscle memory." Where you don't have to think about what to do next. Your muscles already know and you just execute. No thought required--at all.

      Try on this idea: Your brain is a muscle. At least, my brain is. One that can be exercised and trained to perform on demand. And when it comes to copywriting, that's what I have trained it to do.

      Last metaphor and then I'll stop:

      Music.

      Those of you who are musically inclined and trained, know the scales. They are ingrained. And you can summon them up on command. Without thought. The scales are in your muscles, not your brain.

      The only question is whether you are willing to do the "wax on, wax off" work.

      - Rick Duris
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      • Profile picture of the author mllnsgrl
        Originally Posted by RickDuris View Post

        Hi mllnsgrl, I will be sharing more in the future and you and others will benefit tremendously. I promise.

        FYI: Copy really does fly out of my head that fast.

        I am not being cocky. It's true and I can prove on demand, just like Bruce Lee. Clients, Partners, those who ask for my advice know without question or doubt.

        I am going to give my secret right now. Few reading will exercise because it demands work and dedication.

        And admittedly, it's a bit "weird."

        In training classes and seminars and such, lots of gurus say to hand write winning, proven sales letters.

        I do that. I have been doing it everyday since 1987.

        BUT--here's what else I do:

        I RECITE these letters. Out loud. Some I have memorized because they are so good. Just like preachers recite passages from the Bible on demand.

        I conjure up the emotion imbued in the sales letter and I, what I call,"launch."

        Yes, when you do this exercise, your wife or boyfriend or your kids will think you are weird. Guaranteed. I have seen it enough to know.

        But your Clients will think you are a genius.

        Think about this for a second: In sports, there are three things that coaches enforce:

        • The mindset. Being in a winning state of mind where you are playing your best game.
        • New techniques and strategies: Learning from your competitors... preparing for the game... having a playbook to die for.
        • Drills.
        Drills, are frankly, my favorite and easiest. They're mindless. You just do them. That's all it takes. Over and over and over.

        In sports, the goal is to create "muscle memory." Where you don't have to think about what to do next. Your muscles already know and you just execute. No thought required--at all.

        Try on this idea: Your brain is a muscle. At least, my brain is. One that can be exercised and trained to perform on demand. And when it comes to copywriting, that's what I have trained it to do.

        Last metaphor and then I'll stop:

        Music.

        Those of you who are musically inclined and trained, know the scales. They are ingrained. And you can summon them up on command. Without thought. The scales are in your muscles, not your brain.

        The only question is whether you are willing to do the "wax on, wax off" work.

        - Rick Duris

        Rick..

        Thank you so much for this mini lesson. Those metaphors are very helpful - I already have an idea for some copy I have had on the back burner, and you just brought it out.

        Brilliant!

        Cheers,
        Liz
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  • Profile picture of the author Scott Murdaugh
    Huh,

    Did they take away the "thanks" button? I'm not seeing it.

    That video is VERY inspirational.

    There's good. There's great. And beyond that there's a whole other universe.

    If you need a little motivation this guy does the trick for me...


    Really enjoyed our call Rick.

    Thanks,

    -Scott
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  • Profile picture of the author Loren Woirhaye
    Fun video. I did a little research on it and doubt it's authenticity
    but still a neat point is made here.


    Thanks Rick. Mastery at anything takes extraordinary commitment.
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  • Profile picture of the author RickDuris
    Hi Ken,

    Thanks for your post. You and I are kindred.

    You're lucky. You are fortunate. I am not enlightened by any means.

    But I know what of and where of and the emotions of which you speak.

    While I live in Laguna Beach today, I am a son of Chicago as well. I have spent more time on the streets of Chicago and in more factories than one man ever should.

    And when it comes to fighting, if you saw my nose and forehead, you'd see the telltale scars of street fights and baseball bats. Yes, the scars and bone structure have been minimized with plastic surgery, but when I look in the mirror everyday, I still see them plain as day.

    None of that makes me a good very copywriter.

    When it comes to creative endeavors like copywriting, my friends will tell you I do things over and over and over, until I find the voice the piece needs. Until the thing I am working on rings so true.

    True as the sun rising on a crystal clear Chicago morning over the lake.

    I don't know another way. I lock myself away and I don't ever come out until I have the answer or solution.

    From a creative perspective, if given an assignment, a problem, a sales letter no matter whatever it is in the afternoon... I will have my way with it, it will bend to my will, it yield to me, by morning light.

    I perform on demand. Yes, it is like iron fighting. Where you don't have a choice and you must defend.

    I am an admitted fanatic. I believe that if you going to do something, you should do it 10X, 100X, 1000X.

    I pummel copy into the ground. I have been humbled by response enough times to know, I have been beaten into submission enough to know, if I don't, I risk and I put my Clients' businesses in jeopardy.

    You should do it, you should write it, so many times and and in so many ways, there will be no doubt to your success.

    In the world today, there is one approach I know works 100% of the time. I call it "All or nothing." Some people call it "Win or lose." You play full out.

    My Skype ID is "copyranger." There's a reason for that.

    Leonidas, King of Sparta. When a neighboring state would plead for military aid, he would send one man. Just ONE man. The King would reply "One riot, one ranger."

    Now, by nature, I am gentle soul. But when it comes to copy or anything else creative, I do not take prisoners.

    I mean it.

    In the endeavors I am involved, I/we dominate. That is not bragging, that is not boastful. That is the truth. But when you are raised on the streets of Chicago, you learn quickly if you don't succeed, you lose by default and you get your teeth kicked in.

    Thanks for your post, Ken. It was funny and at the same time informative.

    - Rick Duris
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  • Profile picture of the author NikNikAndCauliflower
    Rick... your style of thinking interests me. Thanks.

    antipot... "karate is useless"? Tell that to Machida

    Love,
    Nick
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