Old School Rules!

By Kim Krause Schwalm                          

Issue #61—March 22, 2019

This week's issue is getting squeezed in between all the other things I'm a bit behind on this week. I'm finishing up some promo copy that's a bit overdue (thank you, patient client!) I've been spending way too much time in front of the computer lately. My eyes are getting dry and watery from the strain.

My feet and calf muscles are tighter than ever (not helping the plantar fasciitis), and I'm not getting to the gym as often as I'd like, either. But it's all worth it. Sacrifice, baby!

Because my two-day Copywriting Velocity event that's happening in one week is going to be amazing. I can't wait to see the folks who are coming and hang out with my guest speakers like Carline Anglade-Cole, Lori Haller, Richard Armstrong, and Big Jason Henderson.

(As of this writing just a few seats are still available, and I'm closing the doors tonight or tomorrow...use discount code CV700 and go here to reserve your spot while you still can!)

Aside from focusing on client projects and preparing for my upcoming event, I've been thinking a lot lately about how "old school" rules are really the best rules.

I'm talking about how they apply to copywriting and direct marketing. People I hugely respect, like former Boardroom executive and Titan of titans Brian Kurtz, talk a lot about how the classic direct response principles are timeless. He's written a whole book on the topic, which you should absolutely get (here's the Amazon link.)

Email marketing and copywriting expert Ben Settle has spent years relentlessly studying all the great masters' books...plunking down $5,000 for Gary Bencivenga's seminar he wasn't able to attend in person (like I did)...and swears by reviewing every book or training program at least 10 times each.

And then you have these young "whippersnappers" (okay, that makes me sound elderly) coming along saying the old school rules are out the window.

In fact, I'll never forget seeing on some copywriting forum years ago how some young punk copywriter was criticizing Gary's classic olive oil long-form promotion that's been working like gangbusters for him for at least a decade.

What's old school is what's working right now. Don't let anyone tell you anything different.

Now, I do know there are certain tactics and strategies when it comes to online and social media marketing that obviously weren't around decades ago.

I've even signed on for Justin Goff and Stefan Giorgi's Copy and Funnel Accelerator program, which started earlier this week, because every copywriter and marketer should keep up with the latest tactics and strategies.

Aside from some of Facebook's strange proclivities and a few internet research sources I haven't tapped into yet, the copywriting approaches discussed on our first call are no different than what I and other copywriters were doing 20 years ago.

But I know it'll pay off. The best copywriters---including yours truly---are always learning, and re-learning, everything they can, whenever they have the chance.

So back to "old school" vs. "new school". Honestly, I think they're mostly one and the same. Funny but true story...

At TCC IRL last week, a copywriter asked me what the difference was between a "conversion copywriter" and a "direct response copywriter". Some of my wonderful fellow speakers there, like Joanna Wiebe, are folks who are well-known as "conversion copywriters".

My first instinct, after discussing this with some other copywriters, was correct: there IS no difference. When someone hires a direct response copywriter like myself to write copy for a long-form sales page or video sales letter (VSL) with the sole objective of getting an order, that to me is the epitome of "conversion copywriting".

But I'm still going to keep learning all I can about the latest things that are working online and on Facebook...especially since I have clients asking me to do things like convert a successful direct mail promo into an online sales funnel or resurrect a long-running control from 10 years ago into something that will work on Facebook.

That still doesn't mean that I don't agree (at least until I'm proven wrong) with this recent Facebook post from my friend and colleague Eric Bakey...apologize in advance if you're offended by the language on the photo...

I'd be curious to hear your thoughts on the matter! Feel free to reply back to this email, and perhaps I'll share them in a special issue next week. I've run out of time and do have a promo I received last week I'd like to review in "What's in Kim's Mailbox", so look for that in that same special issue as well..

And if you're able to do so, go here and grab one of the TWO seats left as of this writing and come learn from "old school" marketers and copywriters like me, Carline Anglade-Cole, Richard Armstrong, and Lori Haller.

Yours for smarter marketing,


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