The history of copywriting has a very testosterone-dominated "slap 'em on the ass and go n' gettim boys" type of attitude.
And there is good reason why.
When you are paid tens of thousands of dollars, and your client is putting tens of thousands of more dollars on the line, you better be fired up to get the job done.
Which is why people like John Carlton talk about "stalking the desk" and working themselves into a frothing sales fervor.
All of that is good and useful. But there is another emotional mindset, that in my opinion, is far more important. Especially when selling in today's climate where everyone is throwing out claims and posturing with "I am the best" sales pitchery.
The emotional mindset I am talking about is empathy.
Some say empathy is walking a mile in another person's shoes. But it's not.
Empathy is walking a mile with another person's blisters. It's not about logically knowing what other's pains are. It's about feeling them as your own.
Which is why I am proud to be a cryer.
Now don't get me wrong. I'm not talking about being a whiny little baby calling foul and deplatforming people because I don't like what they have to say. That's not it at all. That's called being easily offended.
And copywriters should not be easily offended.
But they should be in touch with basic human suffering. And yes, I know how dorky that sounds. But it is true.
No matter how much you want to posture and pretend that you have an "Instagram perfect life", where roses and sunshine flows out your buttcheeks... that simply is not the way the world or human existence works.
No great philosopher, thinker, religious leader, writer, artist, or any other great person ever said: "Life is easy."
No, they all said life sucks and it is how you deal with that sucking that defines who you are. That makes your existence worthwhile. Because while everyone is either moping around... or ignoring the fire and pretending everything is a-ok... you are the one who is paying attention and helping to put out the flames.
And truthfully, paying attention in this way is a big boon 'n blessing when it comes to your marketing.
Because if you are "in touch" with the natural emotional ups and downs that characterize human existence, you will be far more likely to understand your audience. You will understand why they make the decisions they do. What major pains they are facing that you can help solve. And how they like to be talked to.
So yes, I am proud to be a cryer.
I hope you are too.
If you want to get my blister-walking mind tear-staining your copy so that it speaks to the heart of your best customers, head here: