Thanks, Phil. I appreciate the vote of confidence.

But the funny thing is, I created this forum almost for a purely selfish reason. To learn. I love learning other copywriting styles, results, tactics that have worked (and not worked), new product ideas, ways to improve my copywriting practice, etc.

To me, copywriting (or writing in general) is like language (or more specifically, communication). It's dynamic, ever changing. So to keep up, I created this forum to hear from other people and their results.

I have a huge library with copywriting courses galore, from Kennedy to Bly, from Carlton to Usborne, from Halbert to Masterson. I think I've spent several hundreds of thousands of dollars in my self-education. And this forum is part of that.

Now, returning to the issue, this is what Halbert does -- and trumpets loudly, too, by the way. Where his "Gary Halbert Letter," at http://thegaryhalbertletter.com/ , is a mere pitchless, newsletter archive (or so he says). He once admitted that he gets more business by sharing his insights, results and tips in such an open fashion, even without soliciting for business in a direct sense. (And mind you, Gary is probably one of the brashiest, sales-driven, more obnoxious copywriters out there!)

Which brings the issue of positioning versus prospecting.

It's a concept I absolutely love because, when I first started out, I specialized in copywriting for doctors who are not allowed to solicit for patients. And it's a concept I use all the time myself. (Hence the thrust in writing my books "Power Positioning" at http://SuccessDoctor.com/pp/ .)

We can write copy in one way to sell on the spot, or we can use a more branding-oriented approach (not branding in the sense of brand name but branding in a way to project an aura of expertise, credibility and, as you said, authenticity. Perhaps even "authority.")

I love both styles. And there are markets in which each style is more appropriate, in my estimation. But I've used both in markets and with clients both large and small.

Mike,

Thanks for your moderator's guidance, very well said,
points taken here.

Upon quieter reflection it appears the problem I'm having is
that I am bored with so much of the formula writing I read
on the Web, particularly as I pursue an interest in Net
business. The boredom has, over time, evolved from a
sleepy, yawning boredom in to a bang my head on the monitor
kind of boredom, yielding various unproductive side effects,
shared too willingly here.

I can appreciate that an experienced pro could likely write
copy for product they do or don't believe in, in a style
they would or wouldn't read themselves, and still be
effective at closing sales. The technician side of my mind
appreciates the skill that must be involved in that.

My personal predictament is that I simply can't raise
the energy to write unless I can inspire and sell myself
first. Buh, darned amateurs, who let them on the board!

I think I'm probably projecting my personal writing
situation outwards towards a lot of places it doesn't exist.

That said, I can't help wondering whether a lot of folks who
have memerized these writing/selling formulas are going to
wake up one day, look at their business, and find themselves
wondering why they care.

An irony I've discovered to my own chagrin is that the more
successful one becomes, the larger of a danger that can
become...

Phil

Agreed.

I love writing salesletters for the simple sake of both writing and selling. These two activities fire my guns and tickle my glands. It's why I'm a copywriter, because this is not a job. As Joseph Campbell once said so well, "Follow Your Bliss."

But for many salesletters, I also write not just for the passion for writing or selling but also for the love of the product, the benefits it provides and the solution it offers. Heck, I wirte with zeal and passion (and you can probably read it trhough my writing) since I believe in the product so much.

But that doesn't change my style. In the end, I still write with the main intent to serve. (That's why I differentiate great products that can be sold with a hard-sell approach from real scams and snake oils.)

Michel,
Hi, I found it interesting you used to write for doctors. When I'm not copywriting, I'm a medical writer, and have written content and articles for medical magazines and medical web sites (that's where I started out, anyway
I've noticed that at times, I have to gently let my medical clients know, "It's okay to use words that don't have ten syllables in them..", especially if they are targeting lay people without a medical background. I believe that it's part of the fun and challenge: translating "medicalese" into "readable and understandable" while maintaining professionalism.

Best wishes,
Sheri