MM, a famous and wealthy entrepreneur, once surprised me in a speech to a group of copywriters by saying, “I think everyone should have kids.”
Here’s why I think MM said that…
As a copywriter, you have to write copy that sells products and services to people in a wide variety of situations.
These may include parents of newborns, parents of teens, parents struggling to pay their kids’ college tuition, and first-time grandparents.
If you don’t have kids, you haven’t experienced these situations and the emotions they entail first-hand.
And please don’t tell me you have nieces and nephews or friends with kids. It’s not even close.
Therefore it follows that the more experience you have, the more powerful and genuine your copy will be because you know more. This is why older copywriters have an advantage over younger: we have simply experienced more.
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DP, a young entrepreneur who has made a lot of money selling information products on how to deal with bipolar disorder, can write such great copy for his business because he grew up with a bipolar mother.
Kurt Vonnegut said of the young students in the college writing classes he taught: “They are damned if they will tell a story simply and directly, and I have discovered the reason for this: they have no stories to tell.”
Yes, everybody young and old has a storehouse of unique experiences that can be raw material for their writing. But if you are 70, you likely have more experience in more areas in your storehouse than when you were 20.
And that’s the edge older copywriters have today over the younger ones.
Einstein: “The only source of knowledge is experience.”
Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.
