Why an “Old-School Rep” is the Best Person to Write Your Copy

Recently, I stopped at an account that I hadn’t been to before. When I introduced myself, the owner smiled and said, “You have no idea how good it makes me feel to be called on by an old-school rep. These younger reps just don’t know what they’re doing.”

His comment got me thinking. My methods, honed over 30 years in face-to-face sales, are often viewed as “old-school.” But are they? Or are they simply what works?

It turns out that the most effective sales tactics have nothing to do with aggressive pitches or high pressure. They have everything to do with something simpler: human connection.

So, how do we transfer all of this to the written word?

The sales process is the same. The principles of a good one-on-one conversation are the same principles that build trust with an audience of thousands.

Start with a Conversation, Not a Pitch

The first rule of old-school repping is to be non-threatening. You never lead with a sales pitch. You lead with a smile and a greeting. You find out how you can be of service. You discover where the opportunities are for your product.

In copywriting, this means your email subject lines, headlines, and opening paragraphs shouldn’t immediately try to sell. They should be friendly invitations to a conversation. You use plenty of “you” language to show that you care about them and what they want. You create content that serves them, not your agenda.

Listen for the Pain Points

The most valuable thing a rep can do is listen. I get to know my customers at a deep level—their history, their challenges, and their biggest pain points. When they know you genuinely care, they will tell you what keeps them up at night.

This is the secret to great copy. You’re not just selling a product; you’re speaking to your customer’s problems. Your blog posts, newsletters, and emails shouldn’t talk about how great you are. They should show your customers you understand their specific struggles.

Features Tell, Benefits Sell

I learned long ago that people don’t buy features; they buy benefits. Take, for example, a line of outdoor furniture I work with. Instead of telling a customer it’s made from a specific polymer (a feature), I tell them, “It’s bulletproof. It won’t fade, crack, or blow over in the wind. It’s extremely low maintenance; just a little soap and water.”

Every piece of your copy must translate features into benefits. Your website’s FAQ’s and case studies must show customers not just what your product does, but how their life will be improved by it.

The Easiest Way to Grow Your Business

After 30 years, I know that the rules of selling never change. The best copy connects with a single human being, just like in a face-to-face conversation. It’s all about finding out what your customer wants and then showing them how to get it.

If you need a copywriter who understands your customer’s pain points, knows the power of a conversation, and can turn features into benefits that resonate, let’s talk.

I specialize in writing newsletters, blog posts, FAQ’s and email sequences that not only build trust but also get results.