Bad Copywriting is Expensive

Three quick reasons that bad copy writing is expensive both in time and money:

1. You invest to expose your message to the person most likely to buy your product or service. If the message is not properly written, that person does not buy, and you have wasted the investment you made to make that sale. And, since that person didn’t buy you won’t have a client that will be likely to make additional purchases from you (at a lower cost per sale).

 

2. When you realize your copy is not doing the job, you have to pay someone to redo it. An expense you wouldn’t have had if you’d paid for strong copy from the start.

 

3. The time you spent being represented by bad copy is time lost. Time that your company could have been growing and moving forward to reach critical goals.

 

Those 3 should be enough … and I didn’t even touch on the damage you’ve done to your brand.

Neil Gaiman on Imposter Syndrome

Imposter Syndrome. You know what it is because you've probably experienced it: an unfounded feeling that your successes are the product of luck or deception rather than your skills and hard work.

Here's a anecdote from best-selling author Neil Gaiman on experiencing imposter syndrome:

"Some years ago, I was lucky enough to be invited to a gathering of great and good people: artists and scientists, writers and discoverers of things.  And I felt that at any moment they would realise that I didn’t qualify to be there, among these people who had really done things.

"On my second or third night there, I was standing at the back of the hall, while a musical entertainment happened, and I started talking to a very nice, polite, elderly gentleman about several things, including our shared first name.* And then he pointed to the hall of people, and said words to the effect of, 'I just look at all these people, and I think, what the heck am I doing here? They’ve made amazing things. I just went where I was sent.'

"And I said, 'Yes. But you were the first man on the moon. I think that counts for something.'

"And I felt a bit better. Because if Neil Armstrong felt like an imposter, maybe everyone did. Maybe there weren’t any grown-ups, only people who had worked hard and also got lucky and were slightly out of their depth, all of us doing the best job we could, which is all we can really hope for."

Neal Stephenson, Neil Armstrong, and Neil Gaiman  May 17, 2017

*"I remember being amused and flattered that he knew who I was, not because he'd read anything by me, but because the Google algorithm of the time had me down as Neil #1."

Sources: https://journal.neilgaiman.com/2017/05/the-neil-story-with-additional-footnote.html, https://journal.neilgaiman.com/2012/08/neil-armstrong.html

ChatGPT vs 10 of the Best Copywriters of All Time

After posting How to Use a Copywriting Framework with AI, I started thinking about other ways to approach ChatGPT with copywriting assignments. 

For this exercise I chose 10 of the most successful and celebrated copywriters of all time and asked ChatGPT to write in their style. The prompts and the unedited responses follow.

Ogilvy, Bird, Sugarman, Halbert, Bly, Makepeace, Kennedy, Hopkins, Burnett, Schwartz

Act like David Ogilvy and write a short piece of advertising copy to accompany a photo of a man wearing Scottstyle wrinkle free pants

Picture this: you're a busy man, constantly on the move, but you still want to look sharp and professional. Well, my friend, Scottstyle wrinkle-free pants have got you covered.

Crafted from the finest materials, these pants resist wrinkles like a champ. Say goodbye to tedious ironing sessions and hello to effortless style. And just take a look at the gentleman in this photograph - a true example of sophistication and class.

Scottstyle understands that your time is precious, which is why their pants require minimal maintenance while still looking impeccable. Whether you're headed to a business meeting or a night out with friends, these wrinkle-free pants will keep you looking polished and feeling comfortable.

So why settle for anything less? Invest in Scottstyle wrinkle-free pants and experience the difference for yourself. Because when you look good, you feel good, and that's what sets you apart from the rest.

 

Act like Drayton Bird and write a short piece of advertising copy to accompany a photo of a man wearing Scottstyle wrinkle free pants

Greetings,

I want to talk to you about a problem that many men face - the inconvenience of wrinkled clothing. It's frustrating, time-consuming, and can make you look unprofessional. Fortunately, Scottstyle wrinkle-free pants offer a solution.

Made with high-quality materials, these pants are designed to resist wrinkles, ensuring you always look your best. Just take a look at the man in this photograph. He's wearing Scottstyle pants and he looks confident, relaxed, and wrinkle-free.

But let me be clear, Scottstyle pants are not just a convenience, they're an investment in your image. You'll exude an air of competence and sophistication that can't be matched by any other pants on the market.

So don't let wrinkled clothing hold you back. Invest in Scottstyle wrinkle-free pants and elevate your style to the next level. Your time is valuable and your appearance is important - make the smart choice and choose Scottstyle.

 

Act like Joe Sugarman and write a short piece of advertising copy to accompany a photo of a man wearing Scottstyle wrinkle free pants

Ladies and gentlemen,

When it comes to clothing, it's not just about looking good - it's about feeling good too. And that's where Scottstyle wrinkle-free pants come in.

Made with the highest quality materials, these pants are not just stylish, they're also incredibly comfortable. And with their wrinkle-resistant fabric, you'll look just as sharp at the end of the day as you did when you first put them on.

Take a look at the gentleman in this photo - he's wearing Scottstyle pants and he's radiating confidence and sophistication. And with Scottstyle, you can too.

Whether you're a business executive, a creative professional, or just a man who wants to look his best, Scottstyle pants are the perfect addition to your wardrobe. They're easy to care for, comfortable to wear, and guaranteed to make you look and feel your best.

So what are you waiting for? Invest in Scottstyle wrinkle-free pants today and discover the difference for yourself. You won't regret it.

 

Act like Gary Halbert and write a short piece of advertising copy to accompany a photo of a man wearing Scottstyle wrinkle free pants

Dear friend,

Let me ask you a question: Do you want to look sharp and put together without spending hours ironing your clothes?

Introducing Scottstyle wrinkle-free pants - the perfect solution for the busy man on-the-go. These pants are made with high-quality materials that resist wrinkles, so you can look your best no matter where your day takes you.

And don't just take our word for it - just look at the man in the photo. He's wearing Scottstyle pants, and he looks confident, stylish, and wrinkle-free.

Whether you're headed to the office, a business meeting, or a night out on the town, Scottstyle pants will keep you looking sharp and feeling comfortable all day long.

So don't waste another minute ironing your pants - get Scottstyle wrinkle-free pants today and experience the ultimate in style and convenience.

 

Act like Bob Bly and write a short piece of advertising copy to accompany a photo of a man wearing Scottstyle wrinkle free pants

Attention busy professionals:

Are you tired of wrestling with your clothes every morning, trying to get them to look presentable? Do you feel like your wardrobe is holding you back from achieving your full potential in the workplace?

Introducing Scottstyle wrinkle-free pants - the ultimate solution for the modern man on-the-go. Made from premium materials, these pants resist wrinkles like no other, ensuring you always look sharp and polished, no matter how hectic your day gets.

Take a look at the gentleman in this photograph. He's wearing Scottstyle pants and he looks confident, successful, and well-dressed. And you can too.

Don't waste your time or your money on inferior clothing. Scottstyle pants are the investment you need to take your career to the next level. With their impeccable quality and unbeatable wrinkle-resistance, you'll look and feel your best every day.

So why wait? Order your Scottstyle wrinkle-free pants today and experience the difference for yourself. You won't be disappointed.

 

Act like Clayton Makepeace and write a short piece of advertising copy to accompany a photo of a man wearing Scottstyle wrinkle free pants

Attention all sharp-dressed men!

Are you tired of struggling with wrinkled pants every morning? Do you wish there was a solution that could help you look your best without the hassle?

Enter Scottstyle wrinkle-free pants - the ultimate solution for the modern man who demands both style and convenience. Made with the highest quality materials, these pants are engineered to resist wrinkles, ensuring you always look polished and put together, no matter how busy your day gets.

Just take a look at the gentleman in this photo - he's wearing Scottstyle pants and he looks like a million bucks. With their sleek design and wrinkle-resistant fabric, these pants are the perfect addition to any man's wardrobe.

So why settle for anything less than the best? Upgrade your style game with Scottstyle wrinkle-free pants and experience the ultimate in comfort, convenience, and confidence. Your wardrobe (and your mirror) will thank you for it.

 

Act like Dan Kennedy and write a short piece of advertising copy to accompany a photo of a man wearing Scottstyle wrinkle free pants

Attention all entrepreneurs and business owners!

Are you tired of looking disheveled and unprofessional in wrinkled pants? Do you want to make a better impression on clients and colleagues alike?

Look no further than Scottstyle wrinkle-free pants - the perfect solution for the savvy business man. These pants are made with the highest quality materials and designed to resist wrinkles, ensuring you always look sharp and put-together, even during your busiest days.

Take a look at the gentleman in this photo - he's wearing Scottstyle pants and he looks like he means business. With their unbeatable quality and wrinkle-resistance, these pants are the perfect addition to any entrepreneur's wardrobe.

So if you want to make a lasting impression and take your business to the next level, invest in Scottstyle wrinkle-free pants today. Because when it comes to success, looking the part is half the battle.

 

 Act like Claude Hopkins and write a short piece of advertising copy to accompany a photo of a man wearing Scottstyle wrinkle free pants

Attention, all men who care about their appearance!

Are you tired of spending hours ironing your pants, only to have them wrinkle again the moment you sit down? Do you want to look your best without the hassle of high-maintenance clothing?

Introducing Scottstyle wrinkle-free pants - the breakthrough in men's fashion that will change the way you dress forever. Made with the highest quality materials, these pants are engineered to resist wrinkles, ensuring you always look crisp, clean, and well-dressed.

Just take a look at the gentleman in this photo - he's wearing Scottstyle pants and he looks like a man who knows how to take care of himself. With their modern design and unbeatable wrinkle-resistance, these pants are the perfect addition to any man's wardrobe.

So if you want to save time, money, and effort, invest in Scottstyle wrinkle-free pants today. Your mirror (and your sanity) will thank you for it. Don't wait - order now and experience the difference for yourself!

 

Act like Leo Burnett and write a short piece of advertising copy to accompany a photo of a man wearing Scottstyle wrinkle free pants

Attention gentlemen,

In the world of fashion, nothing beats the feeling of confidence that comes with wearing well-made, wrinkle-free pants. And that's exactly what you get with Scottstyle - the brand that embodies quality, style, and sophistication.

Take a look at the gentleman in this photo - he's wearing Scottstyle pants and he exudes an effortless sense of style and class. With their timeless design and wrinkle-resistant fabric, these pants are the perfect choice for any occasion, whether it's a business meeting, a night out on the town, or a weekend getaway.

So if you're ready to elevate your wardrobe and show the world what it means to dress with style and grace, look no further than Scottstyle wrinkle-free pants. Invest in quality, invest in style, invest in Scottstyle. You won't regret it.

  

Act like Eugene Schwartz and write a short piece of advertising copy to accompany a photo of a man wearing Scottstyle wrinkle free pants

Gentlemen, do you ever feel like your wardrobe is holding you back from success? Are you tired of wasting valuable time and energy ironing out wrinkles in your pants, only to see them reappear moments later?

With Scottstyle wrinkle-free pants, you can say goodbye to these problems forever. Made with the finest materials and designed for maximum comfort and durability, these pants will revolutionize the way you dress and how you feel about yourself.

Take a look at the man in this photo - he's wearing Scottstyle pants and exudes confidence, style, and success. With their sleek design and wrinkle-resistant fabric, these pants are the ultimate choice for the modern man who demands the best in fashion and functionality.

So don't wait any longer to upgrade your wardrobe and your life. Invest in Scottstyle wrinkle-free pants today and experience the confidence and success that come with dressing for success. You won't regret it.

Of course, every ad needs a headline, so I prompted ChatGPT 10 more times.

Prompt: Act like [insert copywriter here] and write a headline for an advertisement for Scottstyle wrinkle free pants the ad will feature this headline, a photo of a man wearing Scottstyle wrinkle free pants and a small block of copy suggesting that men consider wearing and buying Scottstyle wrinkle free pants

David Ogilvy: "Scottstyle Wrinkle-Free Pants: The Ultimate Solution for the Discerning Gentleman"

Drayton Bird: "Say Goodbye to Wrinkled Pants and Hello to Style with Scottstyle Wrinkle-Free Pants"

Joe Sugarman: "Discover the Secret to Always Looking Your Best with Scottstyle Wrinkle-Free Pants"

Gary Halbert: "Attention Men: Say Goodbye to Wrinkled Pants and Hello to Confident Style with Scottstyle Wrinkle-Free Pants!"

Bob Bly: "Look Sharp and Stay Comfortable All Day Long with Scottstyle Wrinkle-Free Pants"

Clayton Makepeace: "Transform Your Image with Scottstyle Wrinkle-Free Pants - The Ultimate Solution for the Modern Man"

Dan Kennedy: "Upgrade Your Style and Comfort Game with Scottstyle Wrinkle-Free Pants - the Ultimate Wardrobe Essential"

Claude Hopkins: "Get the Polished Look You Deserve with Scottstyle Wrinkle-Free Pants - the Trusted Choice for Discerning Men"

Leo Burnett: "Stay Sharp All Day with Scottstyle Wrinkle-Free Pants - The Pants That Keep Up With Your Busy Life"

Eugene Schwartz: "Get the Perfect Look Every Time with Scottstyle Wrinkle-Free Pants - The Secret to Looking Your Best, No Matter What"

So ... what do you think?

Are you going to ask ChatGPT to write copy in the style of a legend?

_________________________

If you're interested in how other folks reacted to this,

check out the comments it got when posted on LinkedIn

... among other feedback, you'll see reactions to
the unbalanced list of copywriting legends 

(they're all old white guys).

The (Near) Endless Edit

39?

47?

In a 1958 interview Ernest Hemingway said that the final words of his wartime masterpiece, A Farewell to Arms, were rewritten “39 times before I was satisfied.”

Studies of manuscripts at the Ernest Hemingway Collection at the John F. Kennedy Presidential Library and Museum have found 47 variations.*

Hemingway was not alone.

• Walt Whitman was working on yet another version of Leaves of Grass when he died (after 9 editions, what began as a slim book of 12 poems was a thick book of almost 400).
   
• Before deciding on The Great Gatsby, F. Scott Fitzgerald retitled his manuscript many times, including: Trimalchio in West Egg and Among Ash-Heaps and Millionaires and Gold-Hatted Gatsby and Under the Red, White, and Blue and The High-Bouncing Lover.
  
  
• Leo Tolstoy, rewrote the whole of War and Peace seven times

Ernest Hemingway - Leo Tolstoy - Walt Whitman - F. Scott Fitzerald

I wonder how geniuses know when a piece is finished ... it seems to me the answer is either:

1. They are never truly finished.

2. That's why they are geniuses.

 

Let's let some geniuses, such as  Leonardo da Vinci, Roald Dahl, Claude Monet, and Kurt Vonnegut, weigh in on the subject:

 

"I would write a book, or a short story, at least three times–once to understand it, the second time to improve the prose, and a third to compel it to say what it still must say." – Bernard Malamud

 

“A painting that is well composed is half finished.” – Pierre Bonnard

 

"Books aren’t written – they’re rewritten. Including your own. It is one of the hardest things to accept, especially after the seventh rewrite hasn’t quite done it." – Michael Crichton

 

“In painting, the gravest immorality is to try to finish what isn’t well begun. But a picture that is well begun may be left off at any point. Look at Cezanne’s water colours!” – Matthew Smith

 

“Art is never finished, only abandoned.” – Leonardo da Vinci

 

"I’m all for the scissors. I believe more in the scissors than I do in the pencil." – Truman Capote

 

“The extreme proposition on which Giacometti based all his mature work was that no reality… could ever be shared. This is why he believed it impossible for a work to be finished. This is why the content of any work is not the nature of the figure or head portrayed but the incomplete history of him staring at it.” – John Berger

 

"By the time I am nearing the end of a story, the first part will have been reread and altered and corrected at least one hundred and fifty times. I am suspicious of both facility and speed. Good writing is essentially rewriting. I am positive of this." – Roald Dahl

 

"The painting is complete when the idea is obliterated." – Georges Braque

 

“To finish a work? To finish a picture? What nonsense! To finish it means to be through with it, to kill it, to rid it of its soul, to give it its final blow the coup de grace for the painter as well as for the picture.” – Pablo Picasso

 

“A finished work is exactly that, requires resurrection.” – John Cage

 

“When something is finished, that means it’s dead, doesn’t it? I believe in everlastingness. I never finish a painting – I just stop working on it for a while.” – Arshile Gork

 

"Put down everything that comes into your head and then you’re a writer. But an author is one who can judge his own stuff’s worth, without pity, and destroy most of it." –  Sidonie-Gabrielle Colette

 

“That’s the terrible thing: the more one works on a picture, the more impossible it becomes to finish it.” – Alberto Giacometti

 

“Each painting has its own way of evolving. When the painting is finished, the subject reveals itself.” – William Baziotes

 

"Writing is rewriting. A writer must learn to deepen characters, trim writing, intensify scenes. To fall in love with the first draft to the point where one cannot change it is to greatly enhance the prospects of never publishing." – Richard North Patterson

 

“Perhaps the sketch of a work is so pleasing because everyone can finish it as he chooses.” – Eugene Delacroix

 

"Writing and rewriting are a constant search for what it is one is saying." – John Updike

 

“How do you complete a painting, really? There are paintings by so many different artists that are interesting precisely because they haven’t really been completed.” – Peter Doig

 

“Do not finish your work too much. An impression is not sufficiently durable for its first freshness to survive a belated search for infinite detail; in this way you let the lava grow cool…” – Paul Gauguin

 

“When you’ve just done it, you’re not sure. But when you’ve sat with it for a couple of hours and you don’t want to do anything more to it, that’s a great feeling. It can stand on its own two feet.” – Damien Hirst

 

“It is difficult to stop in time because one gets carried away. But I have that strength; it is the only strength I have.” – Claude Monet

 

“I always work out of uncertainty, but when a painting’s finished it becomes a fixed idea, apparently a final statement. In time though, uncertainty returns… your thought process goes on.” – Georg Baselitz

 

“At the end of the day, the only thing that counts is your insight, your reaction, and the way you convey your feeling towards the subject.” – Alvaro Castagnet

 

"Rewriting is the essence of writing well – where the game is won or lost." – William Zinsser

 

"I have rewritten–often several times–every word I have ever published. My pencils outlast their erasers." – Vladimir Nabokov

 

“One always has to spoil a picture a little bit in order to finish it.” – Eugene Delacroix

 

"More than a half, maybe as much as two-thirds of my life as a writer is rewriting. I wouldn’t say I have a talent that’s special. It strikes me that I have an unusual kind of stamina." – John Irving

 

“A painting is complete when it has the shadows of a god.” – Rembrandt

 

"Reread, rewrite, reread, rewrite. If it still doesn’t work, throw it away." – Helen Dunmore

 

“I never think I have finished a nude until I think I could pinch it.” – Pierre-Auguste Renoir

 

"Your eloquence should be the servant of the ideas in your head. Your rule might be this: If a sentence, no matter how excellent, does not illuminate your subject in some new and useful way, scratch it out." – Kurt Vonnegut

 

“How do you know when you’ve finished a painting? How do you know when you’re finished making love?” – Jackson Pollock

 

"There is a difference between a book of two hundred pages from the very beginning, and a book of two hundred pages which is the result of an original eight hundred pages. The six hundred are there. Only you don’t see them." – Elie Wiesel

 

_________________________

 

*Why write so many endings? Hemingway told The Paris Review's George Plimpton that he was [g]etting the words right."

Reporting on a special 2012 edition of A Farewell to Arms that included all 47 endings, the New York Times reported that the alternate conclusions ranged in length "from a short sentence to several paragraphs." 

In No. 1, “The Nada Ending,” Hemingway wrote, “That is all there is to the story. Catherine died and you will die and I will die and that is all I can promise you.” 

The “Live-Baby Ending,” listed as No. 7, concludes,“There is no end except death and birth is the only beginning.” 

And in No. 34, the “Fitzgerald ending,” suggested by Hemingway’s friend F. Scott Fitzgerald, Hemingway wrote that the world “breaks everyone,” and those “it does not break it kills.” “It kills the very good and very gentle and the very brave impartially,” he wrote. “If you are none of these you can be sure it will kill you too but there will be no special hurry.”

_________________________