David Ogilvy had some excellent advice for copywriters.
Unfortunately, most people overlook it... or outright ignore it... even though Ogilvy said it was responsible for changing his life!
Ogilvy's advice is printed on the font cover of My Life in Advertising & Scientific Advertising by Claude Hopkins. Here it is...
Nobody should be allowed to have anything to do with advertising until he has read this book (Scientific Advertising) seven times. It changed the course of my life.
It is interesting how Ogilvy suggests this as a prerequisite to entry in the advertising field. I bet less then one-tenth of one percent has actually followed his advice.
I have personally read Scientific Advertising twice. I am amazed by how much wisdom is packed into this slim volume.
It is rumored that Jay Abraham has read it more than 50 times.
With that in mind, let me share another bit of advice from Ben Settle, one of my mastermind partners and a copywriter I have a great deal of respect for. He writes...
It always amazes me how someone can buy an expensive book or info product and only read it one or two times.
It doesn't make any sense.
Since you're paying $200, $500, $1,000 (or more) for a course on copywriting or marketing or whatever it is you do, doesn't it make sense to read it over and over and over again—milking out every single secret you can?
I like to cover the stuff I buy at least ten times in a row—minimum.
I just pick it up and work through it—highlighting and underlining and making notes along the way—until I've read it ten times.
After that, I try to read it at least once a year.
This is one of the best ways of mastering a subject you will ever see.
This piece of advice is in Part 3 of "Private Details About Ben Settle." You can read the whole thing here.
Here's the takeaway. You don't constantly need new information to succeed. You need only to fully absorb and apply information that has been tested and proven to work.
Instead of getting sucked into yet another irresistible offer, why not do this instead: Look through your personal library of training materials, pick one book or course, and read it a second time.
After you're done, read it again.
Yeah, it's work. But it's where the real breakthroughs happen...