My Impressions: The Copywriter’s Handbook

Interesting.  I like the book because the title is very accurate to the contents of the book.  You would think all books would be like this, but noooooo.  So, I was going through Mike Massie’s podcasts on how to start a martial arts school.  One of the key points in an interview with a school owner was learn how to write copy.  Learn how to write copy GOOD.  So…  I went on amazon, read the reviews, and got the book. 

I have over 20 pages of notes on this book.  1/3 into the book I started wondering to myself, why am I taking notes if I’m copying everything?

The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells

The book is a manual (handbook).  The main focus is how to write accountable (a.k.a measurable) marketing material.  This is a how to write copy that increases sales instead of being funny and cute type of book.  From catchy headlines, to lead paragraph, to the body of the copy…  All of it.  Then the author goes into how to actually get a job as a copy writer. 

With an ugrad and MBA in Marketing…  I am surprised we did not learn this in school.  This should be a core class in ugrad (or, all business majors).  This is a hard skill.  A profitable hard skill for the individuals and companies if done correctly.  School’s marketing programs should include a solid curriculum like this, along with all the fluffy theoretical bs.  After reading this, I went back to some of the stuff I wrote…  I realized I shouldn’t have been granted my marketing degree. 

Is there more to writing copy in Marketing?  Yes.  But this is the sniper skills of a marketer.  Even if you are not the sniper, you should at least be aware of it, know of it, and have the ability to recognize a good or bad sniper. 

Another thought that the book reminded me of, should we go deep (know a lot about one thing) or wide (know a little about a lot of things).  I don’t know the answer.  The author definitely doubles down on strength.  The view is, if you were an extremely talented and skilled photographer, you would charge very high fees to be able to cover your marketing/admin/other side of the business.  Multi-skilled professionals only become multi-second-tier professionals, because they can’t be the best in any one of them. 

One thing I don’t like about the book (author is aware, but doesn’t care)…  The author and the book is very “old school”…  Very, very behind in technology…  He knows that, but argues he doesn’t need to be, because he has a solid strategy and is a great copy writer.  I would have to agree my opinion of his tech does not impact his bottom line…