Or, Who the Hell Is Matias O’Din?
At the end of the day, a writer…
I’ve been stringing words together for as long as I can remember—and I’ve always been damn near obsessed with their potential emotional impact.
Poetry, short stories, essays and lyrics were my jam. (Still are.)
To me, the craft of writing was a non-monogamous affair—a good writer, I believed, should learn about, practice and perfect every form of wordsmithing available to him. (Still do.)
Thing is, I hated copywriting…
…or, what I thought was copywriting.
But it was a blind spot to say the least, and one that I’m glad to have uncovered when I did.
Here’s what happened.
I met the publisher of a local rag in Northern Vermont called The Mountain Ear and started writing monthly articles for him, mostly about the music, arts and entertainment scene in the Northern Greens…
It went well, and not long after that, he asked me to handle some advertising accounts on commission. I needed the loot so I signed up…
And started crushing it.
Because I knew most of these people I was working with, believed in and frequented their businesses, and I wanted them to succeed.
Pretty soon these same people were asking me to write their ads for them, or handle their blogs, or write their newsletters…
I loved it.
And, one day, describing what I was doing to an old friend, she said, “Well, it sounds like copywriting. That’s what you’re doing.”
The proverbial light bulb lit up and next thing I knew I was up to my eyeballs in BIG IDEAS, the 4 ‘U’s, benefits vs. features, CTAs and the fine art of the ‘P.S.’—studying copywriting via AWAI and implementing everything I was learning in real time even as I was learning it.
But fast-forward seven+ years and literally thousands of blogs, emails and newsletters later and I’ve learned even more—e.g., email copy is my preferred method of communication, but I won’t write it for just anybody.
Because the formula that made my time at the Mountain Ear so successful still holds true—nothing shocking about it.
Here’s what the business model looks like these days.
1) I’m an Alt-Copywriter—I create my own products, write my own ads to promote them, and email the people on the lists that I’ve built (regularly if not daily) with additional tips, techniques and insights to help them get the most out of said products.
And for a few select clients, I provide copywriting and marketing services sans bylines—mostly emails…
2) I’m an Email Poet/Specialist who loves the fine art of writing email copy. It’s fun, it’s rewarding (financially and otherwise) and I take the craft seriously, keeping the late great David Ogilvy’s words at the fore whilst banging away at the keyboard:
“Your prospect is not an idiot. She is your wife.”
3) I’ll take sincerity, craft and consistency over “weird” copywriting tricks and flavor-of-the-day tactics… anyday.
Businesses that last begin with inspiration and are built with care and integrity.
The people who build them are mission-driven, big-personality types with a unique vision.
Why rely on generic tactics in your copy, then?
Emails that get opened, read and bought from (repeatedly) reflect the authenticity of the business owners and the business, speaking directly to the needs and desires of the people they serve.
Sure there’s strategy. Sure there’s structure. Sure there’s psychology.
Lots of other stuff, too.
But the wise words of Earl Nightingale should always be remembered (in life and list-building alike):
“If you believe that you can enrich yourself by diluting others, you can only end by diluting yourself…”
And this zinger:
“Success is not the result of making money; making money is the result of success. Most people believe that you’re successful if you earn a lot of money! The truth is that you can only earn money after you’re successful. It’s like the story of the man who sat in front of the stove and said to it, ‘Give me heat, and then I’ll add the wood.’ We’ve got to be of service first…”
But that’s probably enough for an About page…
If you wanna keep going (I’ve got quotes for days) the best way to do that is to email me:
I know you saw that coming…
P.S. Writing copy for unique, mission-driven business owners is an art that is, by it’s very nature, sensitive—i.e., I don’t publish writing samples here that were written for someone else, in their voice, for their list!
Discretion is the better part of valor (and repeat customers).
Meantime, if you want a better feel for the way I put words together, you can get eyes on some of the emails I’ve written to my personal lists here.
You can also email me and I’ll send you some scrubbed up copy that I’ve written for my clients…