If you want to know how someone with little to no copywriting experience can beat anyone they come up against, even seasoned pros who have been at it for years, then this article just might change the way you write. copy forever.
Let me ask you a question: do you know who Gerry Spence is?
Gerry Spence, love him or hate him, is probably THE best trial lawyer that ever lived. His “miracles” in the courtroom dwarf anything created by Hollywood or television, and he has never lost a criminal trial in his entire life and hasn’t lost a civil trial since 1969.
In fact, he’s so amazingly effective at what he does… a prominent member of the bar association once accused him of “hypnotizing” a jury and tried to get a judge to ban him from using such “tricks” in court.
What exactly was it that made you so persuasive and powerful to argue?
Well, according to Gerry’s book, How to argue and win every timethe real “magic” behind his success has nothing to do with hypnosis, mind games or tricks of any kind.
No, according to Gerry, the real “magic” behind his success is nothing more and nothing less than superior preparation.
And guess what?
Higher education is what separates the men from the boys in every aspect of life: law, politics, sports, studies, and… yes… writing and selling.
In fact, according to the late, brilliant copywriter Eugene Schwartz, preparation is what allows a copywriter with little or no natural talent to beat a veteran copywriter with 30 years of experience under his belt.
If you out-prepare your competition and have more “ammunition” for your ad than they do, then unless your competition gets lucky or pulls off some kind of “super headline,” you’re likely to win.
It’s that easy.
Also, when you prepare so much that you have 50, 75, or even 100 pages of material for your promotions, most of the anxiety of writing an ad goes away. Dozens and dozens of ideas for your ad, such as headlines, bullets, offers, warranties, opening paragraphs, etc. — will appear in your head day and night, on “autopilot”.
While your competition spends all their time rummaging through their massive swipe files for ideas and inspiration, your only real concern is capturing all your ideas on paper so you don’t lose them.
And while your competition frantically tries to “stitch” their ads together, using other people’s ideas and work, you’ll produce fresh, original ads. Ads that don’t sound like everyone else’s. Ads that make people think, feel, and want to buy from you.
There is no magic in it.
If you out-prep your competition, this will happen. It is a “law” as automatic and reliable as gravity.
If you don’t believe me, then try it with your next promotion. Insist on adding an extra 30 days to your deadline, and use those 30 days to do nothing but research and prepare.
Doing so will change the way you write ads forever and give you an incredible edge over your competition.