2 Copywriting Legends, One Post...

Hi Brian,

Ok, I am baring my soul here a bit--and if I could get away with this, I would.

When you listen to the music of famous musicians, it's the stuff that never makes it into mass distribution is what I want to hear.

For instance, here's an outtake of Layla. Arguably one of the most definitive rock songs ever.
As you listen, compared to the final piece, you'll probably notice something's missing.

Actually a lot of things are missing compared to the piece everyone has come to know and love. The core is there, but the structure is too loose and the sweetening just isn't concert pitch.

You can't put your finger on exactly what's off. But in your heart, you *KNOW* it's not their best work.

Normally, the public will never hear the outtakes. They are buried.

Years ago, a good friend of mine would do "dumpster diving" at the back of recording studios and scrounge for all the used tapes of recording sessions and re-sell the tapes at a discount. There were gems buried in there. Frank Sinatra, the Beach Boys, etc.

Immortal.

But by and large the outtake recordings sucked. Until they didn't--and they were captured for eternity and for everyone to appreciate.

So my request is simple:

I am looking for copywriting "outtakes." I would like to see the ever changing improvement process of a winning piece. The benefit to every copywriter would be enormous.

For instance, I have reams of handwritten notes where world class copywriters critique their own copy. Massaging it. Kneading it like dough on a flat board. Molding it, like a clay sculpture.

There's a myth that pervades the industry, that a guy like Joe Karbo writes a million dollar sales letter in 4 hours on the beach.

I think a bit differently. It's the massaging, kneading, sculpting process as practitioners we go through.

I would appreciate seeing the process others go through. Good and bad. Warts and all.

Do that and I'll visit that blog every single day.

- Rick Duris

PS: Last metaphor and I'll quit. In Laguna Beach, we have a fair called the Sawdust Festival. Artists of every kind imaginable sell as well as demonstrate how they create their art.

I'm constantly mesmerized. Especially the glassblowers. How they turn a lump of sand into a work of art just blows my mind.