Dear Direct Response Letter Subscriber:

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Copywriter KD posted what to me is a ridiculous and wrong theory--about why being single makes him a better copywriter than the "average married guy."

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According to KD, married copywriters write "generic, family-friendly, wholesome brand messaging ... weak copy that gets skimmed, dismissed, and deleted. They're compromised. They've been domesticated."

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My view point is the opposite—namely, the more life experiences you have, the deeper the wellspring of both practical and emotional experience you can draw upon for writing copy.

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For example, if you have children, that gives you a depth of understanding for writing about many things related to having kids and a family.

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Examples include parenting ... infertility treatments ... life insurance ... health care ... disabilities ... buying a first family home ... education ... and dozens more.

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I remember back in the day an ad that began:

"Why does every man hope his first child will be a boy?"

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Yes, it is dated and arguably sexist, but back in the 1950s, it resonated with a lot of readers.

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I wrote an ad for diapers where the visual was a baby sitting up and wearing a diaper, photographed from the rear.

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The headline was: "To be a great parent, you've got to start at the bottom."

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Similarly, if I was looking for a copywriter to write an ad about pickleball, all else being equal, I'd pick one that played the game vs. one who did not.

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I once turned down an assignment to write a series of DM packages to sell hunting books, because I do not hunt and find it distasteful:

​https://www.bly.com/newsite/Pages/DMNCOL37.htm​

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Having the experience, background, or predilection for an activity does not axiomatically mean you'll write a better ad than someone who doesn't.

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But I believe it does give you the edge, for 3 good reasons. First, if you like something, you'll be more enthusiastic about it. And your enthusiasm will come across in your copy.

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Second, whether it's scuba diving or needlepoint, you are part of the tribe, so you are more exposed to and have greater insight into how consumers of these products think and feel.

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Third, you have greater knowledge of the products, features and benefits, and the technology behind them.

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Expertise to understand on a deeper level how they work, and what makes one brand in the category better than others.

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Sincerely,

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