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What Does Arrogance Get You?

A quick post with some humor and some copywriting lesson for you. I did not plan this, but when I read Monday's issue of Clayton Makespeace's Total Package, I got a smile on my face and immediately thought I want to share this with you?

Here's the humorous story, first. It's even more humorous, if you consider it's a so-called true story.

Wait β€” that reminds me of an old joke. Actually, it’s supposed to be a true story of a radio exchange that took place in October 1995 off the coast of Newfoundland between the American aircraft carrier Abraham Lincoln and Canadian authorities:
Americans: “Please divert your course 15 degrees to the north to avoid a collision.”

Canadians: “Recommend you divert YOUR course 15 degrees to the south to avoid collision.”

Americans: “This is the captain of a U.S. Navy ship. I say again, divert your course!”

Canadians: “No, I say again, you divert YOUR course.”

Americans: “This is the aircraft carrier USS Lincoln, the second-largest aircraft carrier in the Atlantic Fleet. We are accompanied by three destroyers, three cruisers and numerous support vessels.

I DEMAND that you change your course 15 degrees north, or countermeasures will be undertaken to ensure the safety of this ship.”

Canadians: “This is a lighthouse. Your call.”
See what arrogance gets you? You wind up on the rocks; that's where scotch belongs. For a copywriter, not so much.

Source and Copyright: A Friday in Copywriter Hell (↑) by Clayton Makepeace

Kind of funny, isn't it.

Now, if you want to learn about copywriting, read the whole issue. I'd summarize it as follows:
  • Good copywriters must not be arrogant - A discussion that comes with the joke.
  • A very good first sample draft of a financial type of sales letter opening.
  • A long checklist of why this sample sings.
  • A conclusion

A Friday in Copywriter Hell (↑)
by Clayton Makepeace

Have A nice day

John W. Furst


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