The Shocking Confessions Of A Copywriting “Grease Monkey”…
Yesterday, I coughed-up a few e-mail marketing “secrets” I really did NOT want to set loose.
You know, I love to write fancy-schmancy headlines, subject lines, and e-mails. Maybe you do too.
But honestly, it’s not always copy that wins at the end of the day. At the end of the day, copy is a wrench you can use to tweak, twist, and torque your well oiled “marketing machine” – it’s leverage.
You see, a copywriter isn’t a magician, he’s a “grease monkey”.
If you roll your car to a mechanic. That mechanic can’t magically make a new engine appear. That mechanic can’t fix something that isn’t there in the first place.
Your e-mail marketing is the same.
If you don’t have a list, a business, an opportunity, a product, or a marketing plan then “forget-ah-bout-it!” You can’t hire the world’s best copywriter to multiply ZEROS.
Because you can’t find a mechanic to work on an invisible car!
In fact, think about your business as an Audi R8 Supercar…
It won’t run without oil, but oil won’t race at 187 mph by itself either…
And here’s what it boils down to:
Copy will solve all problems that copy will solve – that’s it.
It will get you more leads… more more distributors… more customers…
But YOU can’t multiply ZEROS.
Please share.
-To your success
-Jason The “Better Networker”
P.S. Better Bunch Tip #1: Did you know you can subscribe to The Jason Better Blog with RSS by clicking on the orange RSS button at the top right hand corner of this blog?
Personally, I used Google Reader which is totally free. It makes it really easy to follow tons of blogs at the same time. 
54 Comments
Chris Owen on May 26th, 2010
Hey Jason,
I like that, “He can’t multiply zero’s”.
It really does take an all around strong game plan to win in this industry. It’s like a football team. They can have the best quarter back in world and still loose games. But when they have a really strong all around team, they can become almost unbeatable. Even without one player shining in the headlines.
Great post Jason
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May 26th, 2010 at 9:38 am
I love that analogy Chris.
Definitely like that.
A star quarterback can’t carry the whole team. 
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Hector cuevas on May 26th, 2010
Great post Jason
You definitely need something you want your prospects yo fo before even getting into writing copy. Having a clear idea of what action you want them to take after reading the email or reading the blog post is THE most important thing.
But for that you need something to sell like you mentioned above. Thanks for sharing.
Talk soon
Hector Cuevas
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May 26th, 2010 at 9:45 am
Wow.. Dumb iPhone keyboard.. I meant To Do, not “yo fo”
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Dwayne Huggins on May 26th, 2010
Grease Monkey J
Every bit plays its part. Copy is your online voice. Leads are you fuel and a sale is your cash register.
List – Relationship with list – Market to list
All these elements work together to create the big picture.
0 X 0 = 0 (incase anyone was stuck)
Dwayne
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May 26th, 2010 at 4:05 pm
There goes Dwayne making things simple.
You should be here with a 2×4 to hit me over the head when I’m not clear.
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Wayne Vassell on May 26th, 2010
Hey J,
Great point, one thing that has really sunk in for me now is the need for an “effective” funnel to get the most out of your leads.
Obviously you need to have leads to make conversions. But leads and no effective funnel is suicide especially for paid marketing.
Copywriting, in my opninion, is like the life blood of the business operation online. It makes the business (“body”) survive, however, as you pointed out, it is not the “body” itself.
Thanks for this.
Wayne Vassell, signing out…
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May 26th, 2010 at 4:06 pm
I’m loving it Wayne.
Sooo, does this mean that vampires are really after my “mad” copywriting skills? haha.
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Mark Gubuan on May 26th, 2010
I’m still thinking…..
Ok. Putting the pieces together like a puzzle that forms the picture of the Mona Lisa.
Done and done.
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May 26th, 2010 at 4:07 pm
Yeah, read Dwayne’s comment.
He explained it better than my brain fart here.
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Michael T. Makahamadze on May 26th, 2010
Hey Jason,
I like the analogy. I also like Chris’s. It definitely puts things into perspective.
All the pieces are important. You can imagine having the best copywriting skills, but not generating any traffic – like a high-converting store in the desert as one puts it. You also wouldn’t want a non-converting store in the middle of a high-trafficked mall.
Thanks for the info.
Michael
P.S. Like Josh, I had to read this one twice
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May 26th, 2010 at 4:08 pm
I know…
You guys are like analogy geniuses today.
Showing my down.
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Ilka Flood on May 26th, 2010
Hi Jason,
I’m with Josh on this one. I had to read it twice too. But then … I got it!!
Copy is only part of the whole.
Great post! Thanks!
Have an awesome day!
Ilka
P.S. Love the line …”You can’t multiply zeros”
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Jerome Ratliff on May 26th, 2010
Hi Jason,
You’re absolutely right. If you don’t have those other components, then what good is it anyhow.
Every single piece needs to be in the place. This goes for business, copywriting, what have you.
Great post JB.
Have a great day,
Jerome Ratliff
[Reply]
May 26th, 2010 at 4:09 pm
Thank you Jerome.
Hey, just got done listening to the new ABN interview with Mike Klingler today.
Your comment reminded me of it.
Similar idea.
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Ken West on May 26th, 2010
Hey Jason,
“…a copywriter isn’t a magician…”
Hmm, I wonder if David Copperfield or David Blaine have figured out a way to magically multiply the zero’s yet?
Seriously though, great analogy and great post.
Ken
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May 26th, 2010 at 4:10 pm
David Blaine is nuts.
I would give him money just to stop trying to kill himself in front of crowds. Did you catch that last one where he held his breath under water for 17 minutes? Nuts nuts nuts.
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May 26th, 2010 at 10:26 pm
To think when I was in college Blaine used to show up at our Frat parties, he was a friend of a good friend of mine. We all thought he was a little strange. LOL.
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May 27th, 2010 at 8:17 am
Just a little?
Yeah, but definitely a character from what I can tell.
Man, kudos to him for his success but what a way to get there.
Rhonda Miller on May 26th, 2010
Hmm, a puzzle. Sorry, I can’t stay long. I have got to go find my missing pieces.
Thanks Jason,
Rhonda
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May 26th, 2010 at 4:11 pm
Hah, sounds like I lost a few today.
Scratch that. Bad “copy” day.
My brain must be frazzled.
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Tommy D on May 26th, 2010
Hey J
Great post. I realize how important is building my list in general. I have noticed my clicks going up as my copy improves.
Have a great day,
Tommy D.
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May 26th, 2010 at 4:12 pm
Definitely.
And they’ll keep going up.
You’re rocking it over there.
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Yadvinder Singh on May 26th, 2010
Amen Jason,
Copy is only there when you have everything else set up in place. When the product is good then the copy is required and you have to have a system for your copy to deliver. Cheers
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May 26th, 2010 at 4:13 pm
Definitely.
Mike Klingler’s new ABN interview is all about the system too. You check that out. You’re a member of the ABN, right?
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Derek Alvarez on May 26th, 2010
Hi Jason,
Starting off, I had something to sell, but didn’t have a list to sell it to!
THEN I started getting a list, but I didn’t know what to say to them!
So, what’d I do?
I took a step back and created a game plan.
We’re working this game plan every day and adjusting where necessary.
I think this is the piece most Networkers are missing — a PLAN to make it happen.
Thanks for the great post!
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May 26th, 2010 at 4:15 pm
Definitely,
A man with a plan will win against a genius without a plan any day. But it helps that you two are geniuses too.
Speaking of plans… I need to take a weekend and work on mine here. So many different projects in the works that this blog always gets the short end of the stick. 
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Richard Kaulfers on May 26th, 2010
What’s really differnt? Are there any secrets left? At a click of a button we can virtually get any information we want. A true info overload. How many times can we package common scense and basic principles? Short answer, as long as someone is interested and buying. Ever month for the past 50 + years there as been a new weight loss secret but we get as a whole fatter everywhere. Something is very wrong don’t you think?
That’s my ranting for today.
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May 26th, 2010 at 4:17 pm
Richard, you are on the dollar.
Secrets are easier to sell that the truth. I think that’s a fundamental human problem…
We always want the easy way… so we go for the magic button.
The secret.
The lazy way… until we see that the “lazy way” is to do things right in the first place.
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Gayle Buchanan on May 26th, 2010
Hi Jason
I’m with Josh too, great product, great copy, no market – mmm time to evaluate the other parts of the puzzle and look at other markets – spread the net so to speak.
Thanks Jason
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May 26th, 2010 at 4:19 pm
Happens to me too Gayle…
You would be surprised.
I mean, I can write decent copy… but right now it’s the system and the plan part I need to focus on to make the next breakthrough.
I have to confess, I get caught up in the details… and half the time I write to remind myself what I should be doing.
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John Rothstein on May 26th, 2010
Hey Jason,
Nice post. No matter how you slice it or dice it…you have to have a list to market to. Heck you could be Brian Fanale, Jonathan Budd, or..er…Mike Dillard and you would still need a list to market your awesome copy/offer to.
All the Best,
John
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May 26th, 2010 at 4:21 pm
True.
What I love about what Mike teaches is that he lays it all out in two skills.
1. You need a traffic getting skill.
2. You need to convert that traffic into paying customers.
And yet people are still running around wondering how to make money…
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Carla J Gardiner on May 26th, 2010
Hey Jason,
I am an ex-banker by trade…you are right, you can not multiply zero by any number and get any answer other than, zero.
I am learning through numerous sources, one being right here at Better Networker, that it takes every ingredient combined to make a cake…the same with building a business…it takes relationships, which turn into leads, then prospects, then email marketing, then blogging that starts the process all over again.
The end result of all of the above can be a sale, a new business partner, a warm prospect or a friend…even…all of the above.
Love the analogy, the lesson learned and applied. I’ll be watching for more tips on how to grow personally and professionally, too.
Carla J Gardiner
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May 27th, 2010 at 8:13 am
Thank you Carla.
Better Networker continues to be my number one source of inspiration.
Sometimes it’s nice to have the same message reinforced. They say, or I’ve heard that it takes up to seven impressions before a person really “gets” a principle. I’m definitely that kind of person.
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Jeff Faldalen on May 26th, 2010
Jason,
Great Post and I love how
John Maxwell says it
“People don’t care how much
you know until they know how
much you care”
The funnel won’t work with out
all the components and I really
appreciate everyone’s inut
Best wishes,
Jeff Faldalen
The Prospecting Funnel Guy
[Reply]
May 27th, 2010 at 8:15 am
Thank you Jeff.
Great quote too.
You know, if business wasn’t so simple it would be easier to figure out. hah.
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Matt Cassity on May 27th, 2010
Jason, I have to agree. First I am figuring out some of the other aspects of business before i go back to copy.
Matt
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May 27th, 2010 at 8:20 am
I wouldn’t stop learning copy.
It’s definitely a key point of leverage.
A key to massive wealth.
But only if you line your marketing ducks up too.
Traffic + Conversion = Internet Marketing Success.
Mike Dillard has a great video about that on his blog…
buried somewhere.
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Timothy Willan on May 27th, 2010
hey Jason! I like the example of a well oiled machine, Will not work very good with out oil!
and of course you can’t multiply zeros. But you keep on keeping on!
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Hey Jason,
I like how you put it. I even had to read this twice to make sure I understood what you were trying to say.
You sneak this post earlier that usual.
Chat with you later…
Josh
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May 26th, 2010 at 10:57 am
Hey Josh,
Same with me, I had to read it twice to get it completely, but indeed, the way Jason puts it is great… “A car won’t run without oil, but oil won’t race at 187 mph by itself either…”
A great post again, thanks Jason!
Talk later,
Elmar
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May 26th, 2010 at 4:01 pm
Haha,
Yeah, the early bird gets the worm.
Had to get it out of the way… much to do… much to do.
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