Bathroom Tip To Keep Your Copy On Point. (And Your Head As Well)

lol, yeah good point.

To me, I always read a couple of pages from Breakthrough advertising, or any other great classic while working...

For example, I just finished nailing an idea and theme for a betting letter I'm working on. But I only got to it after nailing it down from 5 possible ideas and 3 possible themes...

I had to go back to Breakthrough Advertising and read until the right theme and idea made sense.

Not because I don't know any better but because the book feels more in sync with my thinking that almost lets me have a conversation with the author.

I think a lot. And I think and think... and one of my problems is I can't construct much of what I say properly in text. And when I do, it sounds like crap.

So the book kind of filters that on the right direction.

Maybe some of you could relate. If so and have this same sort of nagging problem, always go back to the great books.

Hope that helps because it's helped me get to where I am today.

LOL great I guess because it hit home that's where I do my thinking as well

I had the renowned 4th Edition of the legendary John Caples "Tested Advertising Methods"

It looked like it had been rediscovered from the basement of an ancient library. Dusty, yellow and worn to bits.

Anyway, years ago I was reading it in the tub, and it slipped out of my hands and sunk.

Although I quickly scooped it up - all the wise words began stretching out and vanished in front of my eyes as the ink dripped away.

It was a bizarre experience seeing the piano from the "They Laughed When I Sat Down..." Ad literally melt off the page.


Steve


P.S. To prove the classic copywriting books - the books themselves - can be a good investment. My copy cost around $15.00. The replacement 4th edition cost $130.00.

Can you name a copywriter without a swipe file? Are there any?

Now, if you get two good copywriters together, you can guarantee what they will be talking about. They'll be talking about the guys who came before them with such brilliant copy.

So you are in good company, ASCW. The old books are good.

Only, when it comes to writing copy it's always my client that sparks me off. There's something they do, something special that sparks off the things I write for them.

Hi Deez,

Chances are if they say it's a 4 edition it is.

If the front book cover has a pic of Mr Caples himself it's almost certainly a 4th.

These are great prices.

My "replacement" cost a lot more because I managed to get a "nearly" mint condition hardback.


Steve

Your building up a great collection of books.

And yes for a buck or 2 it's so worth getting (in any condition) Mr Caples original masterpiece.


Steve

Deez,

Yes, don't jump all over the place.

A few words of caution just to reinforce this for you (and everyone else who has discovered the wonderful world of copywriting).

Don't buy everything by everyone.

And don't rush and buy all the good stuff all at once.

Because it becomes very addictive - you think "There must be a new or another "secret", "tactic" or "technique" that I must know..."

It's understandable.

But if you buy everything too fast - you'll suffer from a dreadful copywriters malaise known as "Severe Information Overload" (SIO for short).

The symptoms are - when you start writing you feel a bit overwhelmed.

It becomes serious when you hammer your head on the desk screaming ...

"There's an infinite number of ways to write any piece of copy - where the f*** do I start?"

To prevent this from happening.

Get the "classics". It's fine to have your favourite author. Blend their stuff with a few other excellent books. And choose the right courses for you from acclaimed copywriters.

Again it's OK to keep buying the really good material (I've been doing it for 28 years, and $148,000 plus later...)

Just don't over do it. Too quickly. Don't let "SIO" get into your head.


Most importantly and this is the only workable antidote for "SIO."

Make notes from your books and courses.

Creating your very own patented master file - a treasure chest of the very best of the best.

It's much easier opening that file - with everything perfectly collated.

So you know exactly what to use and how to use it for every project.

Rather than looking in despair at a vast library - frantically worrying about which book or course to re-read and apply.


Steve

Steve The Copywriter, thanks for the advice. I really am going to re-read the few books I have read mentioned above. I breezed through them the first time. Now I'm going back to take notes.

No more buying for now. Update: It was the 4th edition in used but pretty damn good condition. Not bad for 99 cents plus shipping.

One way I try and stay grounded...

I no longer read most of the BS out there.

I've found that reading stuff from everywhere, my mind starts to stray off course. I just stick to the basics.

Most of my email goes to spam because it's so lame. I don't read it...I just delete it on a daily basis.

Last "guru" I sent to spam was Kern. I don't need one more email from him about his special offers...then a day later about how he made another mistake. LOL...don't know who writes his emails but they suck bad.

I did a critique on here for someone and opted in to see their report. I swear I get at least 2 emails a day from them now (in my spam folder).

Too much info simply overloads your mind.

Stick to a couple people you like...let the others blow in the wind.

If you opt in, shouldn't you just opt out instead of designating it spam? I thought designating it as spam messes with their credibility ratings or something.

lol... I always thrive for new info, but the old stuff is still good. I consider the old stuff like my notes. I just bust them out to review. I know what you mean though. Too much information overload until the brain explodes, or stay on point with what you already know. Kind of like singing along to those old c.d. in the box as opposed to the new c.d. that's coming out next Tuesday.