A chap called Will wrote to me a few days ago, saying:
“I was hoping you could answer a couple of questions.
In copywriting, what qualities put you above the rest?
In other words, why did you succeed where others failed?
What made the difference?
Thank you so much Drayton 🙂
Will"
Well, success is a matter of opinion, but I guess if people are still paying me when I should be tucked up in bed in an old folks’ home, I’ve done OK.
So if like me you have modest talent, but want to make a good living for 60-odd years, this was my reply to Will.
Your question is very flattering. I am not "above the rest", but I am pretty consistent.
I have done quite well for a few reasons.
1. I study. Before I even became a copywriter - before I even knew what the word "copywriter" meant - I went to the library one evening and read all the books on advertising (there were only two or three). I still study. The minute you stop learning, the minute you think you know it all, you're onto a loser.
2. I don't just study copywriting. Only one of those books was about copy. Unless you understand the context of what you are doing - why it is important - you cannot really succeed at the highest level. Therefore I have always studied history, business, investment, economics - just about anything that catches my eye.
3. I don't just study copywriters, and certainly not just today's copywriters. I was hugely influenced by the people who laid the foundations of modern advertising. John E Powers, Claude Hopkins, Maxwell Sackheim, John Caples, Rosser Reeves and so on. "Those who ignore the lessons of history are compelled to repeat them".
4. I can get interested in anything. Narrow interests kill ideas. I never stop reading, and I read almost anything. NOT just business books. Classics. Trashy stuff. Anything. Only if you feed your brain can you feed your imagination; and you never know where an idea will come from – Tolstoy or Hello magazine.
5. I do not specialise. I try to write in any medium to persuade anyone in any country, rich or poor, clever or stupid to do anything, regardless of price or commitment. A German lady friend once told me “I think you could persuade anyone to do anything.” Not true – she was flattering me - but it made me happy.
6. I am fascinated by people and what they do. Unless you understand people you cannot persuade.
7. I am childish and curious. The minute you lose the sense of wonder, you start to die mentally and emotionally.
8. I hate to fail, which means I probably try harder than many people.
9. I love words and love to play with them. I hate clichés and jargon. And I edit anything important several times. We must respect and cherish our tools.
10. I usually ask my partners if what I have written is any good. Today by 9 a.m. here in England I had already asked two people about three things I am working on.
11. I do not suffer fools gladly - and that includes me. I am infuriated by the second rate. "If you reach for the stars you may not get one, but won't come up with a handful of mud either" - Leo Burnett
12. I keep trying. Verdi wrote one of his greatest operas when over 85. I still have hopes.
13. I am highly emotional. Well, impossible, some say. But people make decisions on emotional, not rational grounds.
I think persuasion is about the transference of emotion. If you don’t care, you can’t make others care. And if they don’t care, they won’t act.
So now I have a question for you. Will you take action? Because I really do care: I'm proud to say I've replied to every question posted.
Best,
Drayton
Hello, I enjoyed your point of view. Rest assured I have absorbed it and have taken careful note. Thanks, Drayton.
Dear Drayton,
What would I have to do to land an internship with you?
IT’s a bit hit and miss really. I have only one person working with me on that sort of basis – and it’s very casual. She applied for a job as a PA but I thought she had writing talent and she happens to live in Bristol, so I have her trying her hand. Other people have joined me as Young Birds – copywriters – but that’s a thing that has a few people lined up. Gerald@draytonbird.com handles it.
Drayton,
Number 5) on your list of responses to Will interested me.
You think it’s not a good idea to try and find a niche to specialise in?
Many seem to believe that by identifying a niche, there is less competition and it is easier to become an expert in a narrower field.
And clients prefer to work with people who have a track-record in their business.
Understandably, you say that the non-specialist approach is less interesting.
But is it easier to make money by specialising?….at least whilst you build a reputation?
Interested to hear your views, as ever Drayton.
Thanks.
Martin
I think the non-specialist approach is more interesting. At least I think that’s what I said.
But I agree that specialising is probably smarter, and people do like those who understand their businesses.
I am a bit of a magpie, though. Whenever people have a product or service I know nothing about I am eager to learn; same old, same old bores the pants off me.
Did I mention one of my favourite quotations on here?
“We have a duty to know. That is what men are for, and it alone leads to happiness and is the nearest we can come to immortality” – Aristotle
This is an interesting conversation point. I work in a sector that requires technical knowledge of the products, so specialism is good. However, the flip side to this is that you can easily become ‘institutionalised’ within your sector and resort to the same jargon and cliches used by everyone else in the sector. Then good becomes bad. I think the best option is to generalise your input and specialise your output.
Dear Drayton,
You have described precisely the exact same reasons I don’t want to specialise myself even if many people advised me to. I’m curious by nature and I couldn’t write always about the same. I would get so bored.
I know that it might be easier to earn money when you are specialised but I just can’t. Of course, there are some topics or areas I’m more knowledgable about but I can’t just choose one. Whenever I have to write about something new that interests me my heart beats harder.
You made my day, thank you!
Warms regards,
Elena
Isn’t it interesting that these are all “soft” skills or personal habits? Isn’t it interesting that, except for the references specific to copywriting, these are all skills and habits that will serve anyone in any walk of life? Isn’t it interesting that many items on this list are things that unsuccessful people “don’t have time” or “aren’t interested” in doing?
Probably not coincidental.
Thanks for reinforcing these important points, Drayton.
Couldn’t agree more. Diligence and study must be relevant no matter what you’re doing.
And I’m damn sure that those who apply them will often overtake those with “native” ability.
I think I would have done better if I were not a lazy creature.
You mention some of the pioneers in advertising, Caples, Sackheim and so on. Don’t forget the master of retail advertising – the first person elected to the Advertising Hall of Fame, garnering more votes that all other nominees combined -= Clyde Bedell.
I read Clyde Bedell in about 1960. Excellent. There were others who were very good. In those days you had to fight for sales!
Hi Drayton.
You’re not wrong are you. The truth is I think we are both book worms.
You’re giving us some great tips here and i really appreciate your time to do so.
I have been reading your book about how to write sales letters that sell. It’s really giving me an education before i try and write my first sales letter to a multi billion Oil and Gas giant. I am feeling much more confident about it after learning from you. So thanks again for these great tips.
You have an amazing day.
Steve Beedie
Sitting behind his desk with a coffee and a good old fashioned (yellow legal pad) and a pen. Idea time
Portsoy
N.E Scotland
18:16pm
Send the draft to Drayton@draytonbird.com when you’ve done it and I will make some quick comments
Hi I owe a women’s only fitness and weight loss center in New York and I was wondering if u had any experience in that field?
Thx Greg
Yes. Years ago, Weightwatchers – and some others
Loved the tips but one thing really interests me. Which one event/occasion above all else did you get it wrong. One piece of copy that you had researched, edited, honed and produced that you were positive would would but flopped. I’m sure that really got under your skin, it would mine. So would love to hear about it, and the reasons why you thought it failed.
Regards
Steve
There are so many – and I am not unique. When I met Gene Schwartz, who besides being a very nice man wrote copy that sold more books than any anyone else’s before or since, he told me only one in ten of his ads did the trick.
I particularly recall an two page ad I wrote for Brtish Telecom to sell their new telephone marketing service. It brilliantly analysed why businesses fail to sell or retain customers. I loved it. My colleagues loved it. The clients loved it.
Unfortunately it got like five replies. Filled with despair I then wrote a one page ad headed “Why else wants to ring up more sales?”
That one went through the roof and launched what became a very successful business.
Why? I guess positive versus negative. Simple versus clever. Plain appeal to making money versus strategic waffle.
Drayton
‘Trashy stuff’, pure gold in there when you are looking.
Is that you on Gogglebox Drayton? LOL
Things changed for me when I realised not everyone thinks like I do.
Gogglebox? Dunno: I end up in some odd places
Hi Drayton Your ” Tips ” Ezplain why you are successful .You exemplify the results of my research on Human reaction and how the brain works ..Your successful because ideas beget ideas I call it ” Parallel leverage ” You are quite right about taking in ideas from wherever ( i too am 78 ) My science master wrote on my last schhol report 1953 ” He asks more intelligent questions than the rest of the form put together ;provided he continues his thirst for knowledge , he will do well ” My attempt to do well is tied up in my project your brain …. To make it successful i need to start with 100 experts Would you be my first to be listed ? The official launch is next year but will test launch in Asia October …
I simply require a ” Yes ” In due time show you the entry under EXPERT link I would delete at any time you request it ….
Incidently the more you keep up doing what your doing the longer your chances of living; research shows the more your brain receives original idea with asociate emotion the more new connections are made ;may you have many more Best wishes Ian amor
I suggest you work harder at the writing itself. Getting your grammar and usage right matters..
Good morning Drayton. I love the bit “The minute you stop learning, the minute you think you know it all, you’re onto a loser”. This is so true in life in general …good is the enemy of the great and all that! I read lots and study lots (at the moment one of my projects is the Hungarian language)…so that’s great brain exercise.
I sometimes feel that some ‘copywriting’ manuals and ‘how to’ books etc are just rehashing what has already been said before.although to be fair I do learn something new each time I read them…even if it is ‘no way….that will not work for me!’.
Do you think copywriting needs a fresh new approach?
Copywriting does not need a fresh new approach. Just talented application of old principles to new circumstances.
Excellent points, Drayton. There appears to be a serious difference between general advertising TV ads, radio ads etc and direct response ads. If you could distil it down to just three or perhaps five key points – points that are absolutely essential – what would make a direct response offer effective?
1. A clear expression of why you are different/better, expressed in a heading/opening
2. Include all the reasons why someone should reply/act
3. Cover all the objections to acting – and knock them down
4. Appeal to emotion and bolster with reason.
5. Ask at least three times for a response
Drayton hi,
Am loving your newsletters. Look forward to them everyday. Great, useful content always. Lots of “how to……..”
“persuasion is about the transference of emotion” sums it all up perfectly.
Best wishes,
Arthur
Thank you, Arthur.
Still young thinking so big to start my pwn company.the problem is as I am thinking which field to focus on the one I choose the competition is to high.im 19 years old
I have a question about the best time to write. I simply cannot in the afternoon. Well, I can, but what I produce is usually more dreadful than anything before or after.
This is an absolutely trivial question. Because I suspect some people are better or worse in the morning, afternoon or evening,
But do you find there is a better or worse time of the day for you personally?
Ian
I think we all have times when we work best. I am best in the early morning. After lunch I can only write trivia and edit.
As always, words of wisdom from the advertising trenches. 🙂
Many thanks, Drayton.
Thank you Drayton, words of wisdom indeed.
I have your Commonsense Direct Marketing book on my shelf, have had for years. Picked it up for 5p at Car Boot sale. Best money I have ever spent, in fact knowing what I know now – I would have paid thousands for it.
Thank you again.
Car Boot Sale ? Drayton didn’t even get a Royalty . ( But I must admit I would have done the same)
Richard, agreed…
Commonsense Direct Marketing is excellent.
I own it too and look forward to rereading it
when I can find a spare few hours. 🙂
Thank you Drayton! Your points are very practical and simple to understand, and I find them very helpful! Deyan from Ashford, Kent, UK. I like ideas which are simple, but very powerful and helpful! Bruce Lee once said; “Simplicity is a key to brilliance”!
Thank you, Deyan.
I think that every time we write something we’ve to take a rest.
Then give it a second view.
Sometimes we find that we have committed some very elementary mistakes.
Drayton,
It’s sad to see all this promotion of your ‘last hurrah’—not because of the marketing itself, no—simply because I’m going to miss it.
And by missing it, I’m missing out on one of the ‘greats’ of our times.
At least, in some small respect, I can get dribs and drabs of your insight through your emails and blog posts.
Already have the books!
Cheers, James
Sales Copy Masterclass in 5 Steps:-
1. A clear expression of why you are different/better, expressed in a heading/opening
2. Include all the reasons why someone should reply/act
3. Cover all the objections to acting – and knock them down
4. Appeal to emotion and bolster with reason.
5. Ask at least three times for a response
This ^^^^^^^^^^^^^^^^^^^^^^^ is all anyone should ever need.
The old duffer does it again.
Wishing you success with your last hurrah and your subsequent travel jollies.
Thanks Drayton.
Thanks Steve. I’m back … but off again next month
My guess is what Will asked is not what you answered.
But I also know that the quality of answer you give is the quality of response so I would say to will to ask you the questions.
If I was Will the question I will ask is in relation to
1, How did your first copy turn out and how did you go about getting your first copy job.
2. When did you know that your copy was good and who told you
3. Everyone is a novice at one point and during the time when you started out, people learnt copy usually through apprenticeship so who tutored you.
And if you are going to go about it today knowing what you know now, how would you tell anyone to go about it.
I am running around today but if you write to Drayton@draytonbird.com copying Kelly@draytonbird.com to remind me I will do a video on the subject
I love this Drayton! My key takeaways are:
Keep reading, anything and everything
Write on a variety of subjects, without clichés and editing is important, as is asking for input
Be curious,
Try to understand people
never stop learning and its good to be emotional
Thank you for sharing these nuggets of information
“Those who ignore the lessons of history are compelled to repeat them”.
I think you mean “Those who cannot remember the past are condemned to repeat it”…
Sorry, I’m an aspiring copywriter but an actual proofreader.
Yes, I’m aware I just posted that. I was being deliciously ironic.
Interesting. Thank you for the insights.
I’m surrounded by people who think I’m strange because I question everything. I have an insatiable appetite for knowledge that most people find irritating and am in a constant state of observation / learning. I like to know how the world / people tick.
How do people go through life in a trance?
I have recently found the world of copywriting. Maybe this is where I’m supposed to be?
Time will tell.
Number 9 has caught me by surprise. “I love words and love to play with them. I hate clichés and jargon. And I edit anything important several times. We must respect and cherish our tools.” I also hate cliches. I didn’t think other people hated them so much as I do.
Good work Drayton. I leant about you few weeks ago from Eddie of Very Good Copy.
Thanks.
Samuel Waragu
thank you for sharing this.
I related to so much of it, and thought, here’s a kindred spirit.
As someone who has always disliked formal studying, but loves to read and learn; this somehow articulated what I’ve felt about myself, but couldn’t quite nail it down.
Hello Drayton,
It’s always a pleasure to read you.
All the points you tell us about the secret of your success are important to keep in mind, but if I have to highlight two, those are 6 and 7, without a doubt.
Keep on fascinated by people and what they do and being childish and curious.
Cheers,
José
I’m highly emotional and impossible too. I’m so glad to hear that it will contribute to my writing success! I relate to just about everything on your list. I open just about every one of your emails and love how generous you are in them and also the replies here. Thank you.
Thank you for providing us with such a wealth of knowledge and insights. In my field (surgery) we aren’t allowed to say that we are better than someone else. Only a fool would do so because it is impossible to prove it and of course the regulatory bodies would be very disapproving. Despite that, private practice is a cutthroat business, and many practitioners seem to fly close to the wind. The principles that you set out earlier are very sound. Emotion has a big part to play when deciding who will do your surgery but clearly one wants a surgeon who is both technically excellent and empathetic. Doctors’ websites are often unhelpful. This makes it very difficult for potential patients to make informed decisions. Do you have any experience in this area of marketing?