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01/18/2005: "Copywriter, be yourself. In fact, all marketers, be yourself."

I'm always amazed at the number of people who attempt to imitate successful marketers in their copy and way of speaking to their market. Let the record show --- this is NOT a good thing. It may work for the original. But it won't work for the imitator.

Take for example Gary Halbert. Gary is cynical and has an attitude not unlike the crappy attitude that I myself have. That attitude not only works for Gary and for me but it causes people to like our work and enjoy what we write. Most of the time anyway. We are the type of people who tell it like it is and don't much care if people like us as long as we make them money.

You'd be surprised at the people who tell me, "You tell it like it is --- but I like that." Truth is, people try to take advantage of copywriters. They steal your time if they can. They get their money back by saying your copy didn't work for them if you offer a money-back guarantee (even if it made them a million dollars) and they will use you for free information and then hire a cheap copywriter or try and do it themselves. These are just a few things people do to good copywriters.

So lots of us toughen up and simply "tell it like it is" on our sites and in our newsletters and conversations. Look, we may be wonderful people. But we get tired of getting used up and having our skills exploited. So it shows up in our personal copy. And it works for the few of us who are honest enough and gutsy enough to do that. But it won't work for everyone.

The thing is, a few of us who know the game really well and can't stand to be who we are not, prefer to turn off people who would be bad clients and just attract those who appreciate honesty and will be good clients. It's just that simple.

OK. That works for me. And Gary's style works great for him. But you have your own style and it will work great for you. The key is to play to your strengths and don't imitate others.

Marketing is a personal thing. It is a conversation between you and one other person. Talk like you normally would. Be who you normally are. If you do, people may or may not love you. But they will respect you and trust you. And that's a hell of a big deal. People prefer doing business with real people who are who they are and don't apologize for it.