Over the past year, over a half dozen “Bencivenga baseball” A-list copywriters have put out courses and coaching programs.
And in case you’re wondering, a “Bencivenga baseball” A-lister is somebody who attended Gary Bencivenga’s farewell seminar… and got to sign the souvenir baseball that marketer Brian Kurtz passed around.
(Not everyone there got to sign the baseball. Some people at the seminar only looked at the baseball in longing as it made its way around the room. In order to sign the baseball, you already had to be well-established back in 2005… back before copywriting became a thing in the mass mind.)
Well, now copywriting is a thing, and these A-list copywriters are rightly taking advantage.
So they are putting out “how to” copywriting courses, and creating coaching offers where there were none before.
The thing is, all of these guys and girls have been successful copywriters for the past several decades…
They all wrote for many of the same companies…
And it’s very likely that much of what they will share in their courses and coaching will be similar.
Maybe you see where I’m going. Imagine you’re a newbie entering this field. Imagine you’re looking for somebody to follow. There’s not a tremendous lot to separate these A-listers from one another.
So is this a classic fail of market positioning? And should these A-listers know better?
Maybe. And maybe not.
I’m sure they will all manage to fill up their coaching spots, and sell good amounts of their courses.
Because, while the best positioning is to be first… and while it’s hard to be first for everyone… it’s easy to be first to somebody out there.
New people are constantly entering every market.
Some of them will find you first, before they find anyone else in the space.
You don’t need anything else but to be you… a unique snowflake.
It might not be inspired… and it might not be in your control.
But as long as you’re competent… and as long as you’re putting out some kind of marketing… then by chance, for a few people, you can become their Crest, their Fed Ex, their Dan Kennedy.
Speaking of which:
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