Drafting” Your Way To The Top

"I have seen that in any great undertaking,
it is not enough for a man to depend simply upon himself."
– Anonymous

In Issue #210

Editor’s Note: It’s hard to believe it’s time for bootcamp again. While I’m scurrying about preparing for the trip, I’m re-printing a guest essay from our friend Malcolm Smith—you’ll see why in a moment. If you’re going to Delray Beach, make sure to come up to and say hi. See you there! — Krista

“Drafting” Your Way To The Top

by Malcolm G Smith

When Monica asked me to write to you, I was honored … and a little nervous. You see, when I had just discovered copywriting, Krista and Monica were already rising stars. I look up to them. What could I possibly tell you that they aren’t more qualified to say?

And then I had an “Aha!” moment … when I realized that’s exactly what I should write to you about.

If you were lucky enough to be at AWAI’s FastTrack to Success bootcamp this past year, you heard some dynamic speakers. Folks with real credentials.

By the third day, I noticed however, that these accomplished people were not just “speakers” – they were also “readers” and “listeners” themselves. Because most of these folks – folks we look up to for their expertise – peppered their own talks with insights they learned from the people that they look up to.

Mike Palmer – a powerhouse financial copywriter himself – quoted David Ogilvy. Michael Masterson quoted the late Professor Peter Drucker. And Brian Tracy used Jerome McCarthy’s “four P’s” marketing mix in a presentation.

And so it went.

As Tony Robbins says, success is built by modeling successful people. And you can usually see it among people who are already successful. People like Mike Palmer, Michael Masterson and Brian Tracy. They know that the fastest path to success is by learning from those who’ve already been there.

It’s a lot like bicycle racing, really. Bike racers know that whoever’s up front is doing the hard work. He’s cutting through the air resistance … and riding just behind him takes a lot less work to keep up the same speed.

It’s called “drafting.” By drafting the leader – or any rider in front of them – bike racers can travel faster – but do less work.

You can apply the idea of drafting to almost anything. Want to be a great wrestler? Then study how Olympic gold medalists got there. Want to build an import-export business? Study what the most successful folks already in the field have done.

And do the same thing to become a successful copywriter. The more you learn from and about the superstars of copywriting, the faster you can reach your own goals.

A great place to start is with a good reading list. Set aside time to read – every day if you can. Here are a few books from the top of my “must-read” list. (And, yes, they’re all recommended by copywriting superstars.)

Influence by Robert Cialdini. This is not a book on copywriting. But it’s on almost every top copywriter’s “required reading” list. This is the Bible of persuasion. If you haven’t read it, go get it right now.

Breakthrough Advertising by Eugene Schwartz. One of the most wildly successful copywriters of all time, Schwartz’s “Burn Out Disease” ad sold 13 million copies of a single book.

My Life in Advertising and Scientific Advertising by Claude Hopkins. Hopkins was the brain behind the marketing of products like Palmolive soap and Bissell carpet sweepers. He’s credited with inventing many of the accepted methods used by direct marketers today.

Tested Advertising Methods by John Caples. David Ogilvy called this “the most useful book about advertising I have ever read.”

Ogilvy on Advertising by David Ogilvy. One of the great modern masters of advertising of any kind, Ogilvy packed this book with sound advice and terrific examples.

There are others, too – too many to name here and now. But this half dozen are the real deal – quintessential titles from the very masters in our industry who trained the masters who now are training us! Having read them myself, I’m convinced every newbie should have them displayed prominently on their bookshelf … complete with lots of highlighted passages and dog-eared pages.

Finally, keep reading The Copy Protégé. Monica and Krista have already gained a lot of wisdom in their copywriting careers. Put that wisdom to work to “draft” your way to the top faster and easier.

Malcolm Smith is a Florida-based copywriter specializing in information products and alternative health. You can visit him at www.MalcolmGSmith.com.

Resource Referral: Another Way to Reach the Top of Your Game

Speaking of things to read that will help you get to the top faster, I highly recommend enrolling in AWAI’s Master’s Copywriter Program.

You already know that Monica and I believe the basic program provides a powerful foundation for learning effective direct response copywriting principles. But if you want to become an A-level, in-demand copywriter, the Master’s Program is definitely the way to go. It will make things really click for you so that you own the concepts rather than just know them. There’s really not much more to say.

You can get more information here: www.thewriterslife.com/masters/cpcw

Quick Reading Tip: Be An Aggressive Reader

There’s a big difference between reading and retention. Lots of people read in ways I find very passive.

In bed at night as they drift off to sleep … Sipping a latte at Starbucks while the music is blaring, the milk is steaming at a deafening volume, and people are chatting all around them … .

I’m suspicious of that kind of reading. It might be fine for the newspaper headlines or a good fiction title … but not when you’re trying to learn something and recall the information at a later date.

I find that more active reading where you are fully absorbed and engaged with the words works better. Try using a highlighter to mark passages and ideas that seem to stand out to you. Make notes in the margins. Jot ideas inspired by your reading into your journal.

Words might sit passively on the page … but engaging with ideas should be a full-contact sport. When you read the titles Malcolm recommended above, rough them up a bit. Get aggressive and have your way with them. You’ll see. There’s nothing passive about the act of reading when you do it the right way.