pathetic, shallow, and totally “file cabinet mediocre” copywriters

Some fun irony: My favorite part of the late, great copywriter Gene Schwartz’s magnificent tome “Breakthrough Advertising” isn’t about copywriting, it’s about copywriters. Specifically, the ones who can only swipe & either aren’t capable of or aren’t interested in thinking. “Pathetic.” “Shallow.” “File cabinet mediocrity.” … are a few of the terms he uses to describe such people. Since I’m far less tactful, I just call ‘em: “Low IQ copywriters” That doesn’t mean they literally have low IQ’s, necessarily. It just means when it comes to copywriting they are rather dull witted, shallow-thinking, and either can’t or purposely won’t think any deeper than swiping, copying, and “lifting” words from their copywriting superiors. Example: If you see someone use "No BS" in their product titles you are, short of an astounding coincidence, looking at a low IQ copywriter or marketer who read one too many Dan Kennedy book titles and mindlessly copied him. No thinking, just swiping, probably parroting out of context something like: "Pioneers go home with the arrows LOL!!!" It's why so many product titles these days all sound the same. I can pick these guys & ghouls out a mile away now just by looking at their email address when they opt in to my site — there is always the word “swipe” or “swipes” or “swipe file” somewhere in the address. The kind of emails I immediately flag as a low IQ copywriter and proceed to delete from the database on sight if they somehow slip through my filters. More: They’d never ask my advice on the topic. But, if one emerged from the drunken swipe file vapors long enough to ask, I’d tell them to read the chapter about jazz in Ken McCarthy’s book “The System Club Letters” (my personal all-time favorite business book — was even my bathroom reading for some 8 years straight, if that tell you something…) Specifically this part: “Copycats don’t get far in jazz. In fact, they don't exist. Unless you can figure out how to bring something new to the table, there's no seat for you. Business is a little more tolerant of ‘knock off’ artists, but in the long run the prize goes to businesses that develop a unique personality. The ‘me too’ business makes for slim pickings.” No more explanation needed. Not for the non-low IQ copywriter, at least. On that note: Ken’s offering his prestigious “Advanced Copywriting For Serious Info Marketers” course at a gigantic discount for my Horde only, until Friday, 1/12 at midnight EST. Plus, if you use my affiliate link and send me your receipt, the title of the book you want me to send you, & the shipping address by that deadline (not after — to be clear, you must send your receipt, shipping address, and the title you want to me, not just buy the course, BEFORE the deadline to get it), I will send you: 1. Free copy of any ONE book I sell I don’t care if it’s one of the bigger ticket ones or one of the more inexpensive ones. Simply buy Ken’s course by the deadline and then email me your receipt with your shipping address & the book you want me to send you (also by the deadline — if you send me your receipt, the title of the book you want, and your shipping address AFTER the above deadline, I am not sending you the book, let me be very clear about that here) 2. Live call with me and Ken about: The end of the world! Not only will we talk about copywriting (of course), but I want to grill him about the economy. Understand that Ken “came of age” in finance during the 80’s in Wall Street. I have learned more from him (and I told him this recently) about not just basic economics that is not taught in school than from anyone else, but he genuinely has given me a lot of peace of mind knowing what he does on this topic. Those who read this month’s Email Players issue will know what I mean by that. Not only peace of mind, but he has helped me position and adjust my own finances, what I invest in (it’s not investing advice, just by understanding what’s going on you can make better decisions), what I buy and don’t buy, how I think of money, how I am planning for the fallout of what’s been going on for over a decade and is about to completely unravel probably this year — maybe sooner than the end of the year, maybe later, but it’s inevitable — and the list goes on. This call (day & time TBA) will be live to customers of this promo. All right ‘nuff said about that. The deadline is Friday 1/12 at midnight EST to get Ken’s course at the discount, get any ONE book I sell (if you send me your receipt, shipping address, and the title of the book you want me to send you by the deadline, if you send the above to me after the deadline I will NOT send you the book, many-a-disappointed-customer who couldn’t tell time has learned this hard way…), plus access to the live call above. Hopefully that is all clear. Whatever the case, here is the link: [https∶//www.EmailPlayers.com/secret-course]( Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2024 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. Click here to [unsubscribe]( Settle, LLC PO Box 1056 Gold Beach Oregon 97444 USA