We all read the classics of advertising and cherish the wisdom of yesterday’s copywriting heroes, but enough already. There are new copywriting heroes that have picked up the mantle. I wouldn’t have had a chance to build Pederson Arts if it weren’t for these people taking over from Claude Hopkins, David Ogilvy, Robert Collier, John Caples, Eugene Schwartz and the others who broke ground first. But now, in both Canada and the USA, there are people tuned into a new reality who are building the towers of contemporary copy and the business models that sustain them.
My Favorite Americans
Pamela Wilson understood my lack of visual design skill and helped shape my approach to briefing documents in so many ways that the idea became an easy sell to some of my favourite clients.
Brian Clark and his amazing team started by saving my butt. About four years ago a website I take responsibility for was attacked. Hard. My ISP gave me hundreds of pages of tips and cheatsheets to fix a problem I did not create. I turned to Brian and within hours my problems were gone, the site was faster than before, and they didn’t stop there. Brian Clark, whose generosity sets the bar high, gave me ideas, encouragement, and access to some of the most talented people I know through Copyblogger. Today many of those talented folks are in his employ.
Bob Bly and Ilise Benun are without doubt first-class mentors and heroes to many, including me. Ilise produces pathways I can follow, each of them leading past the roadblocks that make me work too long for too little. With her guidance I work at a rate I can sustain for fees that keep me happy. Bob, despite his resistance to mentor-ship, is one of the best mentors I know. His writing is so vast and plentiful that I can figure things out while piggybacking on his point of view. And while he says he’s a curmudgeon, some of know him to be the opposite.
My Favourite Canadians
Danny Iny and Mirasee tell it like it is and I respect them for that. They don’t sell easy solutions. When you engage them you need to be ready to work. Because you will, and you will work hard. But when you’re done you leave with a solid, well tested, strategy of your own design that works. And at the end of it all that’s all we want – things that work.