Everything you know is wrong...

Well said, I never would have thought of it that way.

Excellent post, Mark.

Creatives rejoice reading intelligent, inspiring thoughts like these.

Brian

Thanks for the post! I think this is the gist of your post, and I couldn't agree more.

And it doesn't matter what discipline someone is practicing, building a good tool chest with not only things you understand and use, but know when to use is key.

Something about everything being a nail if the only tool someone has is a hammer.

Marvin

While I agree overall with much of your post, this quote is an absolute statement which is not true for everyone.

For example, the more I know, the more I realize what I don't know. But I also realize that what I do know is the key to understanding that which I don't yet know. That which I learn later may prove what I thought I already knew to be wrong or incomplete, which is expected. This type of perception is not all that unusual.

Some may feel compelled to protect and defend what they do know, but to others, it is simply a means to understand advanced concepts, and they remain open-minded in their beliefs. In other words, the knowledge is simply a base to build upon, and it is open to change at any time.

In a sense, absolute knowledge is emphemeral, because it is always shifting according to experience and further refinement, which you also alluded to.

In the end, I'll certainly agree with you that structured knowledge (from gurus, forums, WSOs, etc.) is just means to an end, or tools on the belt. It's what the possessor of that knowledge does with it that matters, not what so-and-so did back in the day with the xyz technique.

It's been my observation that every guru has the ability to use their collective knowledge in unique and successful ways, because they are able to respond not with rote formulas and static techniques, but with whatever is required to get the job done, drawn from their collective knowledge and further refined upon application and examination of results.

Just my $.02, based on the thought-provoking comments in your post.

But there are cases where you can over study, or overload your self or something, making the quality of what you do worse. I remember doing this with my writing style for short stories. I learned too much. Tried to apply too much knowledge at once, and my voice was lost. I sounded stiff. Next thing I knew, my short story didn't sell.

I went back to the basics. Wrote with just my voice, not paying attention to all the stuff I learned. Then I only lightly edited it, being careful not to destroy my voice. Then the story sold.

I think you might have missed his point

A very thought-provoking post, Mark.

What you're describing is ADAPTABILITY. The ability to adapt to your target audience.

You wouldn't speak to your grandmother about computers in the same way as your IT manager.

You adapt.

With your grandmother, I'd go all low-tech, maybe compare the memory size of the computer to how many volumes of books she could store... stuff to which she could relate.

The IT guy would probably punch me in the face if I talked to him like that

Exactly the same is true when writing copy.

Adapt.

Focus on THEIR (the prospect's) needs, wants, desires, hopes, fears, problems, dreams, fantasies... where THEY are coming from, where THEY are at right now... and where they want to be.

That's where I'd work from.

If I had to throw out everything I knew about copywriting, that's where I'd start from.

Adopting the role of a lifelong student, regardless of your craft, leads to learning without that "but I already know this!" kinda resistance that settles in the longer you've been in whatever you're in, whether it be copywriting or playing an instrument. I think it helps to never lose the initial fascination that drew you to what you do. You'll make huge progress.

Thanks for the great post!

I'd say your 'lack' of education probably helped you become a better copywriter.

Most people get caught up in what to say and how to say it.

The way you write is so simple and easy to read.

Here's another perspective:

When I used teach bodywork...

We'd dive into the anatomy, physiology and kinesiology so the students would have a HUGE Rolodex of knowledge to draw from to help people heal their bodies.

We'd break the body down into its tiniest bits and pieces so everyone walked away with an intimate understanding about why people "break down."

I also wanted practitioners to have a keen awareness about HOW the body compensates and manifests referral pain - as it tries to deal with trauma and inflammation.

When the class, seminar or course was over, I'd always say:

"Now forget everything you just learned. Always follow your instincts and intuition when you work on people. The science is more about making sure you don't hurt people."

Everyone would always laugh.

But it's true.

And the same basic premise applies to copywriting.

Yes...

Never stop learning.

But forget everything you read as quickly as possible.

@Mark Andrews:

The zone is like this mythical place for athletes AND writers alike.

But man...

When you're there...

It's better than sex, drugs and rock & roll.

It also miraculously makes even the most complex of subjects feel simple.

Reminds of a Jack Kerouac quote: “One day I will find the right words, and they will be simple.”

Mark