Doug D'Anna's Column

[CBurton1]

The subject of Doug’s column really has me thinking…

On one hand, there has been an explosion of neophyte "copywriters" in the last few years, which explains all the Caples and Ogilvy knockoffs. And I can see how it could at some point diminish response. But… (there’s always a ‘but’)…

Dan Kennedy teaches (and always has) that you SHOULD knock off what’s already been done, precisely because it’s already proven. It works. He says "when I go to the bank to deposit my fees, they don’t ask me if the copy I wrote was original or not."

Another thing he points out is that a lot of business owners change their ads when they’re still working, simply because they see the ad every day and get sick of it. These Caples knock-offs may be old hat to us copywriters, but to the customer, its brand new, and that’s what really counts, isn't it?

Who is right?

This debate has been raging in my head all day…especially since I’ve submitted a few leads (using classic, proven headline templates) to AWAI and gotten zippo feedback on what I’ve written.

Can someone else shed some light on this very important topic? Thanks!

-Kevin

[A-Star]

It depends on where you want to take your copywriting. Do you want to write for smaller publishers...or...is your goal to write for the likes of Boardroom...Healthy Directions...Rodale etc.?

Writing for lesser-known companies would let you get away with using Caples-inspired headlines. But if that's all you do (copy past masters), you'll never get an audience with the likes of Boardroom.

Dan Kennedy doesn't write for the big mailers as far as I know. So swiping themes and headlines from other writers promotions will work for the kind of clients he writes for.

The big mailers are looking for original, breakthrough copy. Caples and all those other past masters did create huge breakthroughs way back with their copy. But their headlines have been used so much over the last few decades that they just won't cut it in today's markets.

And submitting similar sounding headlines to savvy direct marketers who know all about Caples and the other legends won't have them lining up to pay you fat advances and royalties.