Don't Want to Use a Copy Writing Mentor...You Have Another Strategy to Choose
Since 1993 I've been writing copy. Self taught. Self disciplined. Self educated. I am not a mentor. Nor a teacher. I'm a businessman that provides copy writing services and marketing counseling to my clients.
One of the practices in our industry is the use of a mentor. It is highly recommended and I would encourage you to consider their leadership.
But let's say you simply do not buy into the notion of paying someone to help you with your training and advancing your career. For whatever your reasons. Fair enough?
You do have an alternative strategy, will save you money, take you a little bit longer, but you will gain a huge piece of practical "know-how" to advance your career.
Over the years I've bought books and courses on marketing, advertising, copy writing, layout design and graphics, as you may have done yourself or considered doing. A book here. A book there. A course now. A course later. Some authors I have tons of their books while others maybe 2 or 3 publications.
I'm sure you have your favorite author(s). And if you're goal is to be one of the top 5% of successful copy writers you buy more of that author's works. I know I have.
One day I'm staring at my book shelves. Trying to find a particular book. In the back of my mind I keep harping, "I can't find anything. I've got to organize these selves".
So, I decide now is the time to organize all my books and courses. I like having authors alphabetized. But I didn't stop there. I organized each author's material by copyright dates. Their oldest to newest. (No it's not Dewey Decimal System, but it works for me)
Example:
Bob Bly I have 60+ books (Hardbound, paperback and ebooks)
Dan Kennedy I have 13 books and 6 courses
Herschell Gordon Lewis I have 19 books (Hardbound and paperback)
and so on.
I was pleased. All my material is now organized. Authors alphabetized. Books and courses in chronological order. Then a thought hits me.
What if I pick one of my authors and read their first book in my collection, then their second, their third until the last book has been read.
What could I learn and take away from this experiment?
Let me start by saying, "OMG! Why hasn't anyone ever suggested doing this?" We, me included, simply suggest a book or a course about a subject when asked. Never really giving weight to the hidden nuggets and insights these authors reveal over the course of time and sprinkled through future editions.
For example, I'm currently reading the 1957 edition (hardbound) Making Ads Pay by John Caples. I wish I'd read this book before I read the 1978 (hardbound) Fourth Edition of Tested Advertising Methods and the 1983 (hardbound) How to Make Your Advertising Make Money.
From 1957 to 1983, twenty-six years, Caples books go from "Hey, check this out" to "Step 1, Step 2, Step 3". From talking to instructing.
It's not Wharton School of Business, but it is a Master's Degree in progressing through Marketing Communications. (Marketing, Advertising, Copy Writing, Layout & Design)
Nothing against mentors, they bring a needed service, but studying the craft, through the eyes of an author, chronologically going from their first book to their next, then their next, then their next, talk about an education.
I had no idea, that when you take an author like Bob Bly, or Dan Kennedy, or Herschell Gordon Lewis and read their material chronologically you see the industry differently and easier to approach. (All good of course)
How-to Find Your Author's Books Chronologically
If you have a favorite author but don't know how to find their books chronologically it is very easy.
Go over to Google. Type in this string
{Author's Name) books in chronological order
Then click search.
Example: John Caples books in chronological order
The results show first edition publications only.
1. Tested Advertising Methods - 1932
2. Advertising Ideas: A Practical Guide to Methods that Make Advertisements Work - 1938
3. Making Ads Pay - 1957
4. How To Make Your Advertising Make Money - 1983
Now if I want to study Caples books I have a time line. I get to read how copy writing was back then and what changes the industry has gone through over time.
One thing to note. When searching Bob Bly use his full name Robert W Bly. Using Bob Bly or Robert Bly will show books by the poet, not the copy writer.
Insider Book Finder Secret
Now I'm going to tell you how to find these old books and pay next to nothing for them.
Companies such as Goodwill, Better World Books, Yankee Clipper books and Hippo books get many of these old books that are being removed from public and college libraries. The institutions are "Withdrawing" them and donating these books.
Most of the books I purchase, at Amazon, I will pay $0.01 to $1. + $3.99 shipping. $4 bucks for a classic, first edition in many cases.
In Conclusion
If you do not want to hire a mentor, then consider looking into the classics and follow the chronological time line as you study your favorite author.
Chinchilla
One of the practices in our industry is the use of a mentor. It is highly recommended and I would encourage you to consider their leadership.
But let's say you simply do not buy into the notion of paying someone to help you with your training and advancing your career. For whatever your reasons. Fair enough?
You do have an alternative strategy, will save you money, take you a little bit longer, but you will gain a huge piece of practical "know-how" to advance your career.
Over the years I've bought books and courses on marketing, advertising, copy writing, layout design and graphics, as you may have done yourself or considered doing. A book here. A book there. A course now. A course later. Some authors I have tons of their books while others maybe 2 or 3 publications.
I'm sure you have your favorite author(s). And if you're goal is to be one of the top 5% of successful copy writers you buy more of that author's works. I know I have.
One day I'm staring at my book shelves. Trying to find a particular book. In the back of my mind I keep harping, "I can't find anything. I've got to organize these selves".
So, I decide now is the time to organize all my books and courses. I like having authors alphabetized. But I didn't stop there. I organized each author's material by copyright dates. Their oldest to newest. (No it's not Dewey Decimal System, but it works for me)
Example:
Bob Bly I have 60+ books (Hardbound, paperback and ebooks)
Dan Kennedy I have 13 books and 6 courses
Herschell Gordon Lewis I have 19 books (Hardbound and paperback)
and so on.
I was pleased. All my material is now organized. Authors alphabetized. Books and courses in chronological order. Then a thought hits me.
What if I pick one of my authors and read their first book in my collection, then their second, their third until the last book has been read.
What could I learn and take away from this experiment?
Let me start by saying, "OMG! Why hasn't anyone ever suggested doing this?" We, me included, simply suggest a book or a course about a subject when asked. Never really giving weight to the hidden nuggets and insights these authors reveal over the course of time and sprinkled through future editions.
For example, I'm currently reading the 1957 edition (hardbound) Making Ads Pay by John Caples. I wish I'd read this book before I read the 1978 (hardbound) Fourth Edition of Tested Advertising Methods and the 1983 (hardbound) How to Make Your Advertising Make Money.
From 1957 to 1983, twenty-six years, Caples books go from "Hey, check this out" to "Step 1, Step 2, Step 3". From talking to instructing.
It's not Wharton School of Business, but it is a Master's Degree in progressing through Marketing Communications. (Marketing, Advertising, Copy Writing, Layout & Design)
Nothing against mentors, they bring a needed service, but studying the craft, through the eyes of an author, chronologically going from their first book to their next, then their next, then their next, talk about an education.
I had no idea, that when you take an author like Bob Bly, or Dan Kennedy, or Herschell Gordon Lewis and read their material chronologically you see the industry differently and easier to approach. (All good of course)
How-to Find Your Author's Books Chronologically
If you have a favorite author but don't know how to find their books chronologically it is very easy.
Go over to Google. Type in this string
{Author's Name) books in chronological order
Then click search.
Example: John Caples books in chronological order
The results show first edition publications only.
1. Tested Advertising Methods - 1932
2. Advertising Ideas: A Practical Guide to Methods that Make Advertisements Work - 1938
3. Making Ads Pay - 1957
4. How To Make Your Advertising Make Money - 1983
Now if I want to study Caples books I have a time line. I get to read how copy writing was back then and what changes the industry has gone through over time.
One thing to note. When searching Bob Bly use his full name Robert W Bly. Using Bob Bly or Robert Bly will show books by the poet, not the copy writer.
Insider Book Finder Secret
Now I'm going to tell you how to find these old books and pay next to nothing for them.
Companies such as Goodwill, Better World Books, Yankee Clipper books and Hippo books get many of these old books that are being removed from public and college libraries. The institutions are "Withdrawing" them and donating these books.
Most of the books I purchase, at Amazon, I will pay $0.01 to $1. + $3.99 shipping. $4 bucks for a classic, first edition in many cases.
In Conclusion
If you do not want to hire a mentor, then consider looking into the classics and follow the chronological time line as you study your favorite author.
Chinchilla