In today’s issue of AWAI’s e-newsletter, The Golden Thread, my friend Will Newman wrote an article on how to be a better copywriter.
One of Will’s pieces of advice was to read the National Enquirer.
This is old advice for copywriters: Milt Pierce, from whom I took a copywriting class in 1983, told us: “Read the National Enquirer.”
The idea is that, to be a good copywriter, you have to understand how the “common man” thinks … and that’s who reads the Enquirer.
But … and here’s a confession … I don’t spend a lot of time reading the National Enquirer — even though they once did a 2-page feature article about me (but that’s another story).
I mean, one of my specialties is writing DM copy to sell enterprise software … and I don’t think many of my readers (IT professionals) are reading the Enquirer.
I also write a lot of copy to sell high-end trading services, courses, and systems … and I am not sure how many traders turn to the Enquirer. So instead I read the Wall Street Journal.
How about you?
Do you read the National Enquirer to get a good feel for your market?
Or do you think that’s aiming a little too low?