EDITOR’S NOTE:
September, 2020: I messaged Scott Frothingham.
“Hey Scott, I just ordered your book,” I said. “Excited to add it to my collection.”
Scott’s book, Instant Inspiration for Copywriters is a collection of quotes about marketing and copywriting and creativity.
Legendary copywriter Bob Bly wrote the forward: “[This] may be the only ‘instant results’ book I’ve ever read that delivers what is promised in the title,” Bob said, “practical, real-world tips and advice—more than 500 pearls of wisdom in all—that both inspires and teaches you to write the strongest copy you can.”
“Thanks, Eddie… I’m a fan, which makes this book sale even more exciting…” said Scott. “I hope you find the book of value and smile when you get to page 105.”
I thanked him again and closed my computer.
The package arrived a couple days later. I opened it and removed the book. I looked at the cover. It was yellow and black and glossy. I flipped to page 105: there was a huge quote from Demian Farnworth, who was the lead writer for CopyBlogger Media. I’ve read everything he’s ever written. Hard to express how much his work influenced me.
And right beside Demian’s quote, somehow, there was one from me. I read it and smiled, yes.
And I smiled again when I read Scott’s Micro-Interview for VGC.
In just 272 words, he shares:
When to write and when to edit…
How to manage your copywriting clients…
The most unorthodox book recommendation yet…
And much more…
Enjoy!
Instantly get 6 “micro” courses and series about copywriting when you subscribe to the VeryGoodCopy newsletter for free. Plus...enjoy new content every week. Learn more →
Thank you, Scott.
Let’s get started.
1) “What’s your work routine?”
I'm up at 4 am to take my daughter to swim practice. Then personal blogging, social media, and email. After I pick up my kid, it's the 4 C's: coffee, computer, copy, and content.
I do my best writing in the morning and at night, so I usually use the afternoon for phone calls and working directly with clients. Or procrastinating.
2) “What do you know about your work now that you wish you’d known when you first started?”
Write without editing. Get it all down. Doesn't matter if it's not great. Edit later.
3) “What did your biggest professional failure teach you?”
Manage up.
It's not enough to understand your target audience for the assignment. Anticipate the reactions of the person paying you to write. Know the areas you gotta defend and how to defend 'em with that client. Also, you gotta know which stuff you can be flexible with.
4) “What’s the #1 thing that has helped you shorten your craft’s learning curve?”
My career started in marketing and sales. That background of face-to-face interaction with the customer, the end user, is experience I can naturally draw on while writing copy and content.
5) “What book has helped you the most over your career?”
Not fair to make me choose, Eddie.
One is definitely The Cat in the Hat. Dr. Seuss totally understood his audience and was a master of using simple, active words to engage his readers with fun stories. I also like the subversive nature of the book.
6) “And your parting piece of advice?”
If you bore 'em, they won't get to your CTA, much less follow it.
