The Starbucks of Authors

There’s no way this can be good, or so I thought. He’s the McDonald’s of authors. Cheap and everywhere. 

I was wrong, he’s more like Starbucks. 

James Patterson by James Patterson was fun! And reading should be fun. 

An “ego-biography” the book runs through Patterson’s life, from blue-collar Massachusetts to New York madmen to Palm Beach production. And the book runs. It’s fast. Short chapters. Strong stories. No wonder people love the guy. 

If there’s a summary of Patterson’s story it’s this quote from his grandmother, hungry dogs run faster. Peterson was hungry. 

He worked at McLean Hospital where “I had begun scribbling short stories…I couldn’t stop writing if I wanted to.” Catholic high school, Catholic college, a year or so at Vanderbilt, writing all the way. 

He moved to New York City. Patterson got a job at J Walter Thompson. The job was “hell” but “I’d write early in the morning, every morning. I’d lock my office door at lunchtime and write for half an hour. I’d write on the plane during every business trip. I’d write pages at four in the morning, and I’d write again until midnight. I refused to give up on myself.” 

He succeeded in New York City, rising through the ranks of J Walter Thompson. “Why? Because I chopped wood—I worked hard—and I could write. I could also write fast.” 

He wrote in New York City, finishing his first book. Then, he got “the best advice” from a fellow author, “Write another book. Start tonight”. So Patterson wrote. 

He sold in New York City. In 1993 he published the first Alex Cross novel. By 1996 he was just an author. 

And then he became ‘Starbucks’. 

At the same time I read James Patterson by James Patterson, Chat GPT became popular. The AI tool will reshape work. In Average is Over, Tyler Cowen writes about how the most successful chess teams are not computers or humans but humans using computers. Similarly, Chat GPT will not replace ‘knowledge workers’ but the best knowledge workers will use Chat GPT. 

That analogy makes sense.

Good organizations use leverage like people, money, and intellectual property to scale their operations. Technology companies are easy examples, but we’ve looked deeply at why Disney had to buy Pixar for the same reasons. 

That analogy makes sense. 

Except when it comes to writing. 

Patterson’s collaborations were icky, were too processed. But that’s the wrong analogy. 

Patterson writes an outline and has his collaborators fill it out. But don’t think “middle school notes”. Instead, think about a manager asking someone to start a new product. James starts the car, the collaborators run the race. 

It works because Patterson is mostly hands-off. Peter de Jonge wrote, “One of the best things about working with Jim, and this may be the key to why he is a publishing juggernaut, is that he is almost pathologically open-minded. If an idea adds stakes or drama or weight or in any helpful way propels the story forward, he’s game. As he told me once, you can tell any story you want, but it has to be a story.”

It reminded me of how Apple built the iPhone. Steve Jobs told the team what to do, they built it, reviewed it with Steve, got feedback, and built more. Jobs didn’t tell them how – well, sometimes he did and sometimes he was wrong – he just told them what. The same with Patterson. 

And this is great. Patterson’s book was fun. Reading should be fun. More Patterson books, more fun!

How to write great copy

Neville Medhora writes great copy because Neville Medhora made copywriting easy. Let me give you his steps.

But first, a warning. Copywriting can work too well. There are many scammy producers who use copywriting to sell scammy products. Copywriting joins JTBD and negotiations and Alchemy as selling tools to be used ethically.

Copywriting has two huge benefits. First it filters your listeners. I never have hecklers at my comedy shows said John Cleese because the people who come are all people who know what I’m going to say! Copywriting influences the stakeholders, who allow a certain freedom of movement – or not.

The second power of good copywriting is the magic of customer-acquisition-cost. With the right CAC, all business models work. Pirate Booty has good copywriting, informing parents that it’s “great for lunches”.

Copywriting can seem difficult because we start at the BLANK PAGE. But Neville Medhora created a system that makes copywriting easy. Anyone can write like Neville if they just follow his steps.

  1. No blank pages. Medhora maintains SwipeFile.com for inspiration. He also keeps a list of posts he’d like to write. Medhora is curious and one of his inspirations, Joseph Sugarman, wrote that the best copywriters “hunger for experience and knowledge and find other people interesting.” Like a chef with a well stocked kitchen, Neville never starts with nothing.
  2. Start writing – with a framework. Medhora likes the AIDA framework: Attention, Interest, Desire, Action. He starts each piece with this outline and fills in each section. Remember, this is supposed to be easy.
  3. Find their thinking words. Amazon reviews are a “cheat sheet” for language. My research led to a book review which said this helped me have a healthy conversation with my spouse of 20+ years. Another review said it helped me maximize the time with my kids before they “flew the roost”. The book was about personal finance, but the language of the customer was “relationships”.
  4. Write the zero draft. It’ll be bad. It will look bad. Whatever.
  5. Let the draft marinate. Let your subconscious work. While you wait write 25 headlines – this is advice from Neville’s buddy Sam Parr.
  6. Edit your draft
    1. Does every line “earn it’s pixels”?
    2. Words or pictures? If your product/feature must be described, use words. If your product should be seen (like software), use gifs.
    3. Can you describe aspects the customer doesn’t appreciate but exist nonetheless? Our furniture is kiln dried for 72 hours…. a furniture website might say. Maybe everyone does this, or it’s not special within the industry but it’s not well known outside it.
    4. Do you need to punch it up? Add a cheat sheet, a rating system, embed a picture gallery, or make a cost breakdown.
    5. The more your reader knows the less you need to communicate. And vice versa.

That’s it!

If you want more from Neville check out his podcast episode with Sam Parr or use ListenNotes.com to search for other interviews.