Steinbeck Teaches Me Copywriting

There’s a copywriter I enjoy named Cole Schafer, who maintains a blog called Honey Copy. He makes a strong case that reading Hemingway can make you a better copywriter. Check it out here. 

I started reading in the summer of 2017. (I knew how to read before this, but I really started reading around that time.) I was allergic to novels. It was business, marketing, and self help only for me. Please and thank you. 

When Schafer encouraged me to read Hemingway, I thought I might give it a try. My brother and my father are huge John Steinbeck fans, so I cracked open Cannery Row. I devoured it. Then I read The Red Pony, The Moon is Down, and Of Mice and Men. Now I’m reading Travels With Charley. Schafer was right. These old novelists might know a few things about writing. 

What I love about Steinbeck is that he is all details, details, details, and then, when can bear it no longer, he lets a few sentences of the most beautiful poetic prose fall onto the page. Then, he reins it back in quickly, and keeps the story moving. 

I think this is a good model for marketing copy. It’s also great for websites, sales pages, blogs, Instagram captions, and all written words on the internet. Focus on the details, details, details. Then, when the moment is exactly right, let the poetry spill out. If you start with the poetry, people lose interest and the sale is lost. But if you hit them with the details, make the sale, and then read them poetry, they’ll become fans for life. 

Good luck out there. Read some Steinbeck.