Advanced Copywriting Strategies: My Journey To Become A World-Class Copywriter

Aaron Hoos, Copywriter

I’ve been a copywriter for a long time.

I’ve honed my skills in the gladiatorial arena of freelancing where I earn a comfortable living by delivering persuasive copy and engaging content to my clients.

Although there is no official MBA in copywriting, I’ve suggested a curriculum for an imaginary version. And I’ve continually educated myself by reading books, taking courses, studying under the great copywriters, and applying and testing what I learn every single day.

And if you’ve been doing this for as long as I have, you tend to run into the same copywriting tools and ideas and methods over and over again. And there’s nothing wrong with using those tools and ideas and methods. They are good and they work. But why stick with a small toolset when you can have a bigger toolset of advanced tools that help you do even more?

I want more. I need to reach higher in my skills and knowledge and career. And those who know me know how curious I am. I love to study and dig. I want to always learn more and explore ideas at a greater depth.

I don’t want to be just any old copywriter. I want to play a higher game in my own business and for my clients. I want to be a better copywriter… No, not just a better copywriter, an AMAZING copywriter whose work sets the standard and breaks records and drives more business for anyone who uses my copy. I want to be a world-class copywriter and I’m not there yet.

So, I’m starting a new series on my blog to express something I’ve been thinking about and looking for, for a long time: Advanced Copywriting Strategies.

Writing this series will push me to seek out better strategies and ideas. I’ll be looking for strategies that are next level; I’ll be taking well-known (“basic”) tools and ideas and pushing them to make them better; I’ll be seeking to achieve mastery in consumer psychology and related disciplines. And in articulating them to others, it will force me to chew on them and master them in my own business and for my clients. It will expose gaps in my knowledge so I can fill in the missing pieces and build on a stronger foundation.

This series is my journey to become a world-class copywriter. I’m not perfect and neither will my study. But I will learn every day and I hope you join me on my journey.

This tag — Advanced Copywriting Strategies — will bring together everything that I’m writing and thinking about so you can push yourself higher in the world of copywriting too.

Join me on my journey to become even more persuasive.

 


Aaron Hoos, writerAaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He’s the author of several books, including The Sales Funnel Bible.

The Most Interesting Branding Lesson In The World

When I say “The Most Interesting Man In The World,” what do you think of?

Maybe you think of beer.

Maybe you think of Dos Equis beer.

But you probably think of a well-dressed older man surrounded by beautiful women and adventure.

C’mon. I don’t even need to write a caption and this picture evokes all the images and words, right?

The Most Interesting Beer Campaign

Since 2007, actor Jonathan Goldsmith was the spokesperson for Dos Equis beer, playing the role of The Most Interesting Man In The World. (source)

I loved that branding effort (a lot!) and his commercials continue to be some of my favorite commercials ever made. They are charming, funny, memorable, sharable, and re-watchable.

And here’s anecdotal proof that marketing works: I never drank Dos Equis before seeing those commercials but I spent a lot of money on Dos Equis after seeing them! (I don’t always spend money on Dos Equis. But when I do, it’s because I just spent an hour binge-watching a bunch of Dos Equis commercials.) I know I’m not the only one swayed by this marketing campaign.

(Want to read more about branding, marketing, and beer spokespeople? Check out this blog post I did from way back in the day!)

Even Goldsmith’s sign-off tagline — “I don’t always drink beer. But when I do, I prefer Dos Equis” — has become a meme, which I guess is some kind of indicator of how embedded into our culture The Most Interesting Man really is!

Then something changed…

A NEW Most Interesting Man?

In 2016, Goldsmith’s contract with Dos Equis ended and they chose to replace Goldsmith with a younger Most Interesting Man In The World.

The “new” Most Interesting Man In The World continues to represent Dos Equis in commercials that feel very similar to Goldsmith’s commercials. His replacement does similar things and sounds similar…

Looks familiar, right? The commercial has all the same beats/storylines/messages. On the surface, it was the passing of a baton and we should all continue staying thirsty because of this new guy, right?

But does anyone care anymore?

Look, I’m not trying to be an old curmudgeon by saying that I hate change and can’t tolerate a new face on an old campaign. I get that companies have to do that. There are probably many legit business reasons why Dos Equis chose to replace Goldsmith. And maybe Dos Equis is continuing to see success with the new guy. Awesome.

BUT… Goldsmith was the original Most Interesting Man. Dos Equis assumed that the mantle of “The Most Interesting Man In The World” could be moved from one person to the next, simply by creating similar commercials.

Goldsmith proved them wrong. He proved that HE is The Most Interesting Man In The World.

Want to know the true power of the brand? Want a lesson in being a legend and in brand portability?

Fast forward to 14 seconds into this video to watch Goldsmith say less than 10 familiar words and instantly transport the full cache of HIS brand over to Astral Tequila…

Or go over to AstralTequila.com and skip all that fast-forwarding nonsense.

In less than 10 words, Goldsmith shows us the true power of a brand, brand portability, and how HE continues to be The Most Interesting Man In The World.

(Bonus reading: Does anyone remember in The Dukes Of Hazzard when Bo and Luke Duke were gone for a season? They were replaced by weirdly similar cousins… Coy and Vance Duke… The show sucked and the original actors were brought back on.)

 


Aaron Hoos, writerAaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He’s the author of several books, including The Sales Funnel Bible.