If you want to know how someone with little to no copywriting experience can pull the pants off anyone they come up against, even seasoned professionals who have done it for years, this article could change the way you write. copy forever.

Let me ask you a question: Do you know who Gerry Spence is?

Gerry Spence, love him or hate him, is probably the best trial attorney who ever lived. His “miracles” at court overshadow anything created by Hollywood or television, and he has never lost a criminal trial in his entire life and has not lost a civil trial since 1969.

In fact, he’s so amazingly effective at what he does … a prominent member of the bar once accused him of “hypnotizing” a jury and tried to get a judge to ban him from using that “deception” in court.

What exactly was it that made you so persuasive and powerful to discuss?

Well, according to Gerry’s book, How to argue and win all the timeThe real “magic” behind its success has nothing to do with hypnosis, mind games or tricks of any kind.

No, according to Gerry, the real “magic” behind their success is nothing short of superior preparation.

And guess what?

Superior preparation is what separates men from boys in every aspect of life: law, politics, sports, academics, and … yes … copywriting and sales.

In fact, according to the late and brilliant copywriter Eugene Schwartz, preparation is what allows a copywriter with little to no natural talent to beat a veteran copywriter with 30 years of experience under his belt.

If you prepare more than your competition and have more “ammo” for your ad than he does, then unless your competition is lucky or pulls some kind of “super headline”, you are likely to win.

It’s that easy.

Also, when you prepare so much that you have 50, 75 even 100 pages of material to take advantage of your promotions, most of the anxiety of writing an ad vanishes. Dozens and dozens of ideas for your ad, such as headlines, bullets, offers, guarantees, opening paragraphs, etc. – will appear in your head day and night, on “automatic pilot”.

While your competition spends all their time invading your massive swipe archives for ideas and inspiration, your only real concern is capturing all of your ideas on paper so you don’t lose them.

And while your competition is frantically trying to “tie in” your ads, using other people’s ideas and work, you will produce new and original ads. Ads that don’t sound like everyone else’s. Ads that make people think, feel and want to buy from you.

There is no magic in that.

If you prepare to outperform the competition, this will happen. It is a “law” as automatic and reliable as gravity.

If you don’t believe me, give it a try with your next promotion. Insist that an additional 30 days be added to your deadline, and use those 30 days to do nothing more than research and prepare.

Doing so will change the way you write ads forever and give you an incredible advantage over your competition.