Boron - Chapter 17

Here’s more: From now on, for the next 4 or 5 months I want
you to do this same thing with other ads and DM pieces. But
I don’t want you to just copy any old ad or DM piece. I want
you to copy only the best.

Now, here’s why I want you to do all this: You see, what
happens when you actually write out a good ad in your own
handwriting is that the words and the flow and the sentence
structure and the sequence of information and everything
else about the writing of that ad becomes a part of you.

This isn’t just an empty
experience. This is a way of
internally imprinting on your mind and body, the process of
good writing. If you do this often enough you will soon have
a deep “inside out” understanding of what it takes and what
it feels like to write a good piece of copy. Now, in the
beginning I want you to allow me and Blade to pick which ads
and DM pieces for you to copy. And, of course, the ones we
will select for you to write out in your own handwriting
will be those that we already know to be the cream of the
crop. Ads and DM pieces that are proven winners. Ones that
have brought in millions and even tons of dollars.

It is important to do this. It is one of the many
disciplines that other lazy “would be” marketing geniuses
will not suffer. That’s too bad for them and good for us. I
love that my so called “competition” is so lazy. I love it
that so many people in advertising and marketing are too
sophisticated, too “above” this sort of thing.

Let me tell you a little tale about a man I very much
respect who was not above doing this sort of thing. He
wanted to become a great writer (he was!) and so what he did
was take great books and copy them (in a sense he was
actually writing them) in his own handwriting just as I am
instructing you to do. He did this for a long time. Now here
is something else he took the trouble to do: Since one of
the books he wanted to write involved what it was like to
cross the ocean under horrible conditions, what he did was
travel the ocean himself in the bowels of rusty old
freighters.