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Are you stuck in the past trying to make it in the present?

by max5ty
5 replies
Hello all, I'm new to this forum - thought I'd introduce myself somewhat.

I've been involved in copywriting for around 25 years - lots of fun - lots of success.

One of the things that has often puzzled me, is why so many seem fixated only with the greats of the past?

Sure, it's good to study their work, and learn from them, but all the greats we enjoy reading about today were mostly pioneers in their work. They forged new ideas and ways of writing that sold tons of merchandise, often by methods that then were considered risky and bold.

What are you doing today that is risky and bold?

Who will the copywriters of tomorrow study?

Who will be their idols and sources of inspiration?

Today We're faced with different challenges: Internet, twitter, facebook, etc.

Certainly, people will always basically be the same, but the way they get their information is very different from that of old.

I believe true copywriters are those who experiment and develop new ideas and ways of selling through words -

- they respect the past examples, but focus on trying things that have yet to be heard of, they're the one's that future copywriters will study -

- after all, how many years can we continue to simply use old concepts that were used not only before T.V., but during black and white T.V., no cellphones etc.?

The economy has caused many so called copywriters to fall by the wayside.

Suddenly the money wasn't coming as easy as it did before - Websites were getting visited less often and e-mails were going unanswered. Many were scrambling to find a magic letter, or a lost lesson from the past instead of becoming creative for the present day - the time when those modern day greats I alluded to are born.

We need to realize some of the concepts have an expiration date. Phrases like: "Who else wants..." etc. no longer cause most to stop and take notice. Techniques like: "Earn $10,000 in 30 days...", only sound good in theory, and fool nobody.

I've tried many different techniques, some of which worked, and some that fell flat.

I'm sure I'll learn a lot here - I'll also share some of the successful things I've discovered lately that have worked phenomenally in today's markets.

Sorry for rambling on - and thanks for taking the time to read my hastily written post.
#make #past #present #stuck
  • Profile picture of the author marciayudkin
    One of the things that has often puzzled me, is why so many seem fixated only with the greats of the past?
    There is an important distinction between techniques and principles. If you master the principles of copywriting from the greats of the past you will be able to make a good living no matter what new media come along. If you focus on techniques only, you will have to keep scrambling as fashions in what works now changes every year or two, or more often.

    Marcia Yudkin
    Signature
    Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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  • Profile picture of the author John_S
    I think you raise some interesting points. However, the 'net in general has the exact opposite problem. Reinventing the wheel as if they discovered it is the new, new thing.

    First rule of 'net think: Nothing exists outside the net. Most especially the pre-web past. I see just as much wrong as you do. Take web video ...please. Not a notion of the last hundred years. And they go on and on about it like movin' pitures have never existed before.

    "Who Else Wants..." isn't so popular because it works. It is so popular because it is compatible with fill-in-the-blank thinking. And the attractive fallacy filling in blanks makes you into a copywriter.

    A lot of people don't regurgitate old letters out of reverence for past copywriters. They do it because they can search-and-replace whatever they may be selling. Sorry to say, that is the epitome of current thought today: Don't Think.

    Nobody takes the big lesson from history: Each medium has strengths and weaknesses, and to really use that medium, you have to adapt the old to the new.

    You are right. But I see far, far, more of the opposite. People on Facebook with no clue why they are there but that it is "the future." People doing "video sales letters" who seem to have never encountered an infomercial ...or a commercial ...or TV.

    Reading your sales letter in a monotone in front of a camera is not stuck in any, unmedicated, rememberance of the past.

    The problem with the 'net is monomania. A technical fetish next of kin to the cargo cult. I see this as resulting from never taking so much as a hint from the past.
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  • Profile picture of the author John_S
    Here's what I'm talking about with current thinking today...

    Cargo cults thus focus on efforts to overcome what they perceive as the undue influence of the others attracting the goods, by conducting rituals imitating behavior they have observed among the holders of the desired wealth and presuming that their deities and ancestors will, at last, recognize their own people and send the cargo to them instead.
    Sounds like every 'net scheme ...ever.

    Now, if you will excuse me, I have to teach my parrot to squawk "Salesmanship in Print," and right after that, "The 'net changes everything."
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    • Profile picture of the author max5ty
      Originally Posted by John_S View Post

      Here's what I'm talking about with current thinking today...



      Sounds like every 'net scheme ...ever.

      Now, if you will excuse me, I have to teach my parrot to squawk "Salesmanship in Print," and right after that, "The 'net changes everything."

      Thank you for your feedback.

      One thing I believe that many disagree with me about, is I believe good copywriters are born good copywriters, and virtually every one of them is also a good salesman. They hone their skills with practice.

      So many have jumped into the game of copywriting lately with the intentions of making a quick buck, but know little about selling. I'm convinced that if you can't go out, get a sales job, and break most records, you probably will have limited results as a copywriter.

      Case in point: A few months ago I was approached by a weight loss clinic that was advertising on line. They had hired a so called professional to put an online campaign together for them to attract new business - she had tried her best with an ad that was quite large and boring, but by most new copywriter's standards would have been a masterpiece - got little results. I created a new ad using only 10 words and got an almost 100% click rate - so many signed up for the program that the company is now expanding rapidly. My point is, she obviously studied all the right word combinations, but knew little about selling.

      Your point about video is interesting. Since video is a fairly new concept for copywriters, just about any example right now will have some response. Suddenly after the response they jump on line and try to sell their secrets, save your money and experiment with your own controls - chances are you can do much better than most out there.

      I know my ideas are controversial to some, but usually only to those looking for a shortcut to riches.

      Best wishes in your endeavors.
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  • Profile picture of the author MRMagMark
    Originally Posted by max5ty View Post

    One of the things that has often puzzled me, is why so many seem fixated only with the greats of the past?

    Sure, it's good to study their work, and learn from them, but all the greats we enjoy reading about today were mostly pioneers in their work. They forged new ideas and ways of writing that sold tons of merchandise, often by methods that then were considered risky and bold.

    I believe true copywriters are those who experiment and develop new ideas and ways of selling through words -

    - they respect the past examples, but focus on trying things that have yet to be heard of, they're the one's that future copywriters will study -

    - after all, how many years can we continue to simply use old concepts that were used not only before T.V., but during black and white T.V., no cellphones etc.?

    We need to realize some of the concepts have an expiration date. Phrases like: "Who else wants..." etc. no longer cause most to stop and take notice. Techniques like: "Earn $10,000 in 30 days...", only sound good in theory, and fool nobody.

    I've tried many different techniques, some of which worked, and some that fell flat.

    I'm sure I'll learn a lot here - I'll also share some of the successful things I've discovered lately that have worked phenomenally in today's markets.
    Results. That's what I'm interested in. The older techniques have proven track records. If you've tried something different, I'd be interested in hearing about it. More importantly, if you tested an older technique against a newer one, I'd really love to hear about it.

    I understand certain techniques will work better with specific niches. But then again, you never know. A young "twentysomething" may shell out some coin after reading a long sales letter that has to do with skateboarding.

    All in all, I'm in the learning game, just like you.
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