Summary

Matt Bockenstette's "Top 100 email list copywriters of 2021" list, based on a poll of his email subscribers, sparked debate in the copywriting community, highlighting the importance of status over skill in the perception of copywriters.

Abstract

In late 2021, copywriter Matt Bockenstette released a list titled "Top 100 email list copywriters of 2021," which quickly became a topic of intense discussion within the copywriting community. The list, compiled from responses of Bockenstette's email subscribers, ranked copywriters based on popularity rather than solely on their writing skills. This approach led to controversy, with some copywriters expressing indifference or criticism, while others engaged in discussions about the list's validity. Notable figures like Ken McCarthy and Dean Jackson were placed lower than less established copywriters, fueling the debate. The discourse underscored the significance of factors beyond skill, such as status, in determining a copywriter's perceived value. The discussion also referenced insights from marketing experts like Dan Kennedy and Ben Settle, emphasizing the role of status in influencing people's buying decisions and the importance of being recognized and respected in the industry.

Opinions

Some copywriters dismissed the list as a mere popularity contest, suggesting that the rankings did not accurately reflect copywriting skills.
The placement of well-known copywriters like Ken McCarthy and Dean Jackson in the lower half of the list was met with skepticism and criticism.
The list's methodology was questioned, with concerns about bias due to it being based on the opinions of a single email list's subscribers.
Despite the criticism, the list highlighted that a copywriter's status can overshadow their actual skills when it comes to recognition and success.
Marketing expert Dan Kennedy's perspective on the importance of status in professional growth was cited, reinforcing the idea that status can be more influential than talent or expertise.
Ben Settle's email suggested that status is a critical factor in buying decisions, alongside knowing, liking, and trusting a person or brand.

About the "Top 100 copywriters of 2021" list

Two days after Christmas in 2021, a copywriter named Matt Bockenstette released a list he titled:

"Top 100 email list copywriters of 2021"

And that list rocked the copywriting world for days.

Matt asked his email subscribers about their favorite email lists/copywriters and compiled the results into a "Top 100" list.

And the list got people talking.

Some copywriters grumbled about missing out on the list.

"Who gives a shit about a 'best copywriter list'. It's a popularity contest anyway."

(Teen's Playbook tactic #6: act like you don't care about something you care about.)

Others mailed their subscribers:

"My thoughts on the top 100 list"

And the main issue everyone seems to have with the list is, as expected, who was and wasn't on the list.

And the placement of those on the list.

Legends like Ken McCarthy and Dean Jackson were in the bottom half of the list…

… placing them below relatively less successful copywriters.

That's like placing kindergartners above crypto bros in a "Most Gullible" list.

(Hey, stop playing. Crypto bros rightfully belong on top of the list.)

This was partly why people called the list total BS.

Maybe you feel that way too.

But from the list, one thing is clear:

Copywriters aren't judged based on their skills alone.

Maybe you agree with that statement.

Or you think, "We really can't go by this list since it's a result of just one email list being polled, which means the bias factor is quite high."

Well, I'd say you're right.

I also think the list is BS.

But it still mirrors what people think about freelancers and businesses in general:

"It goes beyond your skill or product."

And one of those "beyond your skills" factors is your status.

Here's Dan Kennedy's take on the importance of status:

"Your growth will have less to do with your talent, your skill, your expertise, or your deliverables than it will your ability and willingness to create and exploit your own status."

Now, I'm not saying the higher-ranked copywriters have more status than Ken McCarthy.

Nope.

But it's clear they didn't rank above him 'cause of their skill, talent, or expertise.

And again, yes, that list is BS.

So, let me point you to something I read in Ben Settle's email:

"I used to think that people only buy for 3 reasons:

They know you, like you, and trust you.

But I would add a 4th to that list:

You have lots of status.

In fact, if you have status, people will sometimes buy from you even if they have never met you."

See, your skill and results are important. But your status is "importanter".

(Yea, I just made that a thing.)

Just something to think about.