Without any reservation at all, each of the world's superstar copywriters I know, identify one above all others as the best copywriter alive.
His name, of course is, Gary Bencivenga.
Perhaps he's the best ever.
His letters are like gifts from a copywriter's private heaven--each one a small miracle of creation--pure joy, written so free from self-conciousness or even evidence of an author...
...Ideas--so clearly and fully expressed, they seem to dance with their reader as if Gary's guile were a two-step playing behind them...
...No sign of restraint from the absolutism of formal selling rules...
...Or concern over his always purposeful, but very occasional abandonment of grammar...
...NO FEAR of writing... Certainly that's mana!
Just be carefull not to compare your own, or any other writing, to Gary's artisinal perfection. That would be unfair.
Do what I do; shrug, "dream on" and enjoy the deeply soul-satisfying revisit to an idea that, for me, began some time ago...join me, won't you?
Go right ahead and enjoy your original thinking and particularly the feelings that teased you, urged you and tantalized you when you first decided to become a copywriter.
Remember, I promised you I'd show you a little something about how you can be, do, or have...anything you desire. This is a good part of the missing link.
I'm asking you to suspend reason and go with me for just a minute or two.
I want to show you something and I think you're going to love it.
This vision I'm asking you to invest in, your original vision, is a combination of your thoughts and feelings when you first considered becoming a copywriter.
Let's look and you'll see, this is where creation happens.
Back then, did you see yourself sitting on the deck of your houseboat writing on a laptop, or in your Manhattan penthouse talking on your phone?
What you focus on increases, so make some notes about your vision, because that'll help you focus.
What you do after this original thinking is the process by which creation happens, or un-happens, so your notes will really help with this process.
This is the exact moment at which you should let go. Just move into your dream.
This is the most powerful point in the process of creating your new reality.
Know and trust that whatever happens as the result of your dream will be THE best outcome for you and all involved. Let go.
Turn the details of creation over to the Universe, God...however you say it. Your job is to live in the moment. Focus. Be 'there'. Be 'here'. Be...that copywriter in your vision.
Let go.
Instead of the process I described above, 'idea, be, next natural action when you know what to do', people tend to un-create by immediately launching into action. They begin making a list.
Even though they've never been a copywriter, so they don't know what the hell to do or expext next...they make a grocery list, and this is important, that list is generated in relation to their fears; percieved inadequacies, percieved needs, their budget...what they lack.
Now, after making the list, they're focused on lack.
And the LAW is: Whatever you focus on increases.
Get it?
Instead of hanging with their dream (focussing on their Manhattan penthouse, houseboat or whatever) people start to move too soon.
Rather than letting their dream come into reality, they begin to force...everything.
And that's a jump-off point.
That list comes from one of two places. Projection into the future, or fears from the past.
So, if there's a secret, it is this: Vividly imagine your dream...let go...and stay with your dream without modifying it.
Wild stuff, eh? Wait 'til you find out why this works.
For now, I'm going to wrap this up...but I'm leaving you with something you can use. Oh boy! Can you ever! It works. You don't have to believe it, or know anything about why it works.
Most of what I'm telling you can be found in literally hundreds of books. Some written by other copywriters including; Robert Collier, Eugene Schwartz, Joe Vitale and more.
My contribution is in knowing where the jump-off points are and how to effectively address them so you can be, do or have anything you desire.
Peter
Neat. I was looking for something else and stumbled onto your site. What you say in this entry reminds me of two amazing books...
1. "It Works"
http://www.successcounsel.com/it_works.html
2. "The Master Key System"
http://www.thefreemasterkey.com/
Both are amazing. The Master Key System is one of the most unique books I've ever read. Talk about thought, focus, letting go...the man was a genius. I've never seen explanations that clear anywhere else.
Not sure if you are aware of these titles (they are free) — they are very close to what you are writing about. Great stuff.
Thanks.
Posted by: stask | August 22, 2006 at 10:50 PM