What shallow thinking copywriters never comprehend

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. 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. No thinking, just swiping. "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. 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 Sunday, 2/21 at midnight EST. Plus, if you use my affiliate link below you get two extremely valuable (unadvertised — not listed on the sales page) bonuses you can’t get anywhere else: 1. “Crypto Marketing Secrets” This is the entire 30-issue run of my old “Crypto Marketing Newsletter” in a book. This print newsletter ran from early 2010 through mid 2012. It is also not for sale anywhere else, and less than a few hundred people — give or take — on the planet even possess it at all. NOTE: This is NOT a book about crypto currency. But it is a *physical* book that will be shipped to you at my expense. Retail value: $810.00 (30-issue run, each issue costed $27) 2. Access to Ken’s upcoming: "End of the World Seminar" This private zoom call (dates & time TBA) will reveal the multi-billion dollar copywriting lessons you can witness in “real time” from the two bit celebrity-created conman currently orchestrating the greatest fraud in world history. A lot of what this fraud is doing is pure copywriting. And, in a lot of ways, he’s the best “copywriter” who probably ever lived. Ken has a lot to say about this. And, while I have no idea about exactly what he’s going to say, I know it’ll be fascinating for anyone interested in the art, craft, and science of creating business empires using the information inside Ken’s course. Both bonuses are yours when you buy with my affiliate link by the deadline. Here’s the link: NOTE: if you order the virtual version of it, put your shipping address where it says: "Additional information Order notes (optional)" That way I can send you the Crypto Marketing Secrets book. Ben Settle Copyright © 2021 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. PO Box 1056 Gold Beach Oregon 97444 USA To unsubscribe or change subscriber options, visit: