Monthly Archive: March 2017

How to Ace Any Job Interview

frustrated-job-applicant.jpg Interviewers will tell you, they hire based on qualifications… experience… results… and so on and so forth, blah blah, etc.

Says Richard Wiseman, in his book “59 Seconds…” they’re mostly kidding themselves. And he’s got 30 years of psychological research to back him up on this point… including a joint study by the University of Washington and the University of Florida.

Two researchers followed the job searches of over one hundred students, from the creation of their resumes and their lists of qualifications through to the content of their interviews, replete with follow up thorough interviews and questionnaires.

The same researchers then contacted the interviewers and quizzed them too. They noted everything from general impressions to job requirements, skill matching, and so on. And, of course, whether the interviewers expected to make a job offer.

What was the key?

Not past experience. Not school performance or other qualifications. Not even embarrassingly low salary requirements or the cost of the suit worn to the interview.

Over and over again… it came down to how much the interviewer “liked” the interviewee. Yep. It came down to being irresistibly… personable.

Is that fair? I haven’t a clue. But it is what it is.

Gallup says the same, looking at presidential polling going back to the 1960s. Consistently, a candidate’s “likability” has more reliably predicted who will take the White House, more than any other factor.

Says the University of Toronto, the same goes for divorce — people others characterize as more “likable” end up about half as likely to get divorced. And doctors who rank as more “likable” are far less likely to get sued for malpractice, even if something goes wrong with a patient.

Likewise, says Wiseman, your “likability” can save your life — since doctors are more likely to urge pleasant patients to stay in touch and come back in for frequent checkups.

But what’s all this matter if you’re NOT looking for a job… getting married… visiting doctors… or seeking to run the country? Simple.

See, likability is simply another way of saying you’ve managed to persuade someone to trust you.

Both aren’t both those things — trust and persuasion — the very oxygen that sustains a good marketer and a good copywriter?

Yes, Cupcake. Yes they are.

If indeed that’s right, that you can persuade anybody to do anything just by being more likable… then how do you go about it?

Wiseman had a few tips. And in some ways, they’re not at all what you might think. For instance, he says, in interviews you might look to go in swinging, with a barrage of your best selling points right up front. After all, you want to impress… yes? No, actually. Not yet.

Research shows it’s much better, says Wiseman, to come in positive and personable… but to quickly get past a worrisome weakness first.

That way, you come across more genuine. People are less likely to trust you if you’re too perfect.

What’s more, says the same research, you’re also better off saving really impressive details for later. Why? For the same reason, coming in with them early sounds like boasting… holding them until later smacks of humility. It also lets the good bits linger longer, after the interview is over.

Reading that made me wonder, could the same be true in copy? Indeed it could. Think of the best classic ads of all time. Rags to riches and bumbling genius stories abound. (e.g. Every variation of “They laughed when I said…” ad ever written).

Likewise, consider what Dale Carnegie used to say. You’ll win more friends in two months, he said in his famous book about how to do just that, by developing a genuine interest in the people around you… than you will in two years of trying to make them interested in you.

In interviews, Wiseman says that means you need to show genuine interest in the company or client you’re trying to woo by knowing something about what they care about, by asking questions, and by offering a sincere compliment about something you admire.

And don’t be afraid to go off topic and chat — sensibly — with your interviewer about something he or she cares about too. Or rather, getting them to talk while you listen.

In copy, you do the same when you show you know what your prospect worries about… and when you do the work of finding out what they want a product to do for them in return.

You do that, too, when you use examples and analogies they can understand in their own terms… and when you tell them stories where they can see themselves, either as victim or hero.

In short, like the company looking to hire, your copy prospect is “interviewing” you and the product you’re selling, too. They want more than just the thing you’re offering. They want more than just the irrefutable data points you’ve dug up, too.

They want to know, most importantly, if they can trust you. They want to know… if they could learn to like you.

And will they?

If you don’t already think this way, you’ll be surprised how much it will change more than just your pitch. It will change the way you do business.

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What’s the Secret to Selling Bad Products?

chaplinCopywriters are hired guns. We usually don’t create the products we sell, just get hired to sell them. So how, pray tell, are you supposed to write copy that sells a product that… well… stinks?

Here’s the simple answer: You don’t.

And no, not just because making a strong tease for an unworthy product presents a serious moral challenge — though, that’s reason enough to turn down the job right there. But also because, frankly, bad products are  just… well… harder to sell.

Here’s how marketing great Roy Williams put it once in his famed “Monday Morning Memo” ezine…

“Give me a business that delights its customers and I can write ads that will take them to the stars. But force me to write ads for a business that does only an average job with their customers and I’ll have to work like a madman to keep that business from sliding backwards.”

Yes, you might say. It sounds so obvious. But pressed, couldn’t you or I come up with plenty of examples of businesses that managed to excel with mediocre products?

Yes, it’s possible.

And not always for reasons easy to explain. Perhaps customers at the start of a certain market just had fewer options. But where, these days, are you going to find businesses with no competitors?

Choice has exploded across all kinds of product lines.

For that reason, it means that taking on copywriting assignments for inadequate products or services is a situation you should find yourself in less and less. If at all. Since, fortunately, a multitude of choice for the customer also often means more choice for you when you’re talking about which products to write copy for and which clients to take on.

What to do if a good client brings you something mediocre to sell?

You have a choice. Either work with the client to make the bad product better (I’m doing that right now with a newsletter that’s decent, but needs to “bump it up” another 10% before it meets customer needs)… or bag the project altogether… and let your client know why, albeit with diplomacy.

If that’s a problem for the client, then you have the more difficult but ultimately career-enhancing choice of moving on to somebody else who’s got a more thorough and thoughtful core strategy for servicing customers.

It’s that simple.

Sure, all that said, sometimes you still might find yourself uncomfortably committed to a bad campaign. It happens. Never berate the client. But don’t be a pushover or a sucker either.

Again, this is either where you’re going to suggest possible ways to sell even better, in a consultant’s even tones and with the understanding that re-working the product might involve re-working your deal… or offer to take a kill fee and maybe even to share your research with the next copywriter who comes along.

The bottom line is that half-finished products and ideas CAN be sold without compromising your own integrity, but only if you’re willing to work with the client to make them whole. This is especially true in the information industry, where products can often be improved on the fly.

Just realize, even then… it can take a lot of work to get them there.

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What Keeps Your Customer Up at Night?

cantsleep1The meteorite in the rear view mirror. The 35 earthquakes, on average, that rock the globe every day. The threat of hurricanes and tsunamis. The doom of cosmic rays that would otherwise rip our DNA to shreds, were it not for the thin magnetic field protecting earth.

These are awesome, overarching realities of existence. 

But would you read a sales letter about any of them? Maybe, maybe not. But now consider the pain of arthritis. The horror of halitosis. Dandruff, psoriasis, and public speaking. The date you’ll never get. The weight you’ll never lose. 

 Or how about fear of not surviving this current market crunch… or making a terrible investment? How about the fear of joint pain, heart attack, or cancer? How about the fear of just looking stupid?

Fear of saying the wrong thing to the opposite sex… fear of wearing the wrong shoes to a party… fear of flashing your yellow teeth on a date… or God forfend, the fear of looking fat in a thong?

Or perhaps the most devastating problem of all, an “embarrassment of riches.”

 You notice immediately that fear — the deeply felt and personal kind — is local.

Personal. Immediate. And it’s no accident these same personal, immediate fears are the ones that tend to hold the most hooking power for headline writers. Not only because they’re specific. But because we have sense of exactly what they mean to us. And we’re emotionally connected to the outcome.

Just as importantly, these immediate fears are attached to problems we feel we can solve… or hope we can.  Your customers share that same sentiment. And tapping it is the key for you, as a copywriter, to making leads that start in the negative work. 

The more seasoned you are, however, you quicker you realize that fear alone doesn’t make the sale. Showing you know the cause of anxiety wins you attention, but what really makes a fear headline work is the hint of a solution. An antidote. A key to escape the prison of worry.

Think about some of the most famous copywriting classics:

“Do You Make These Mistakes In English?”… “Do You Do Any of These Ten Embarrassing Things?”… “Why Some Foods ‘Explode’ In Your Stomach”… “Have You A ‘Worry’ Stock?”…

 All focus on a fear innate to the target market.

But what really makes them work is what you don’t see here, but what’s surely delivered in the copy that follows… the promise of better language skills… better social skills… better health from better eating… safer investing…

 By the end, the copy transforms the customer from pessimist to optimist, full of hope and ready to try whatever it is you have to offer. Of course, once you see it’s a pre-existing worry you’re identifying, almost any headline could be a ‘fear’ headline, at least indirectly.

 “How to Win Friends and Influence People,” for instance, works because the copywriter identified the common fear of feeling alone or unimportant. Another headline classic, “Are You Ever Tongue-Tied at a Party?” identifies a similar fear.

But in each case, what makes the headline work is not just empathy for a reader’s concerns. That’s only the hook. Where the copy works is in offering a final, credible solution. If you can manage that… well then… you’ve nothing to be afraid of, right?

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Was Steve Right?

Silly shorts aside, in the video below Steve Jobs bares what he sees as the soul of Apple’s famous “Think Different” campaign just after it was written.

I’ll let you watch to hear what he says is the “why” behind it, but the sum of it is… a great product is so much more than its parts and the great appeal to a prospect is so much more than what we can see on the side of the box.

Take a look and then ask yourself… how does what he say here fit with what I’m selling and how I’m trying to sell it? And should it fit that way? Bottom line: was Steve right? Opinions welcome:

 

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When It Pays to Praise

butterI’ve gotten a few copy critiques in my day. I’ve given a few, too. And I’ve discovered there’s one essential element to making them effective: “ego butter.” Let me back up a bit, so I can explain by way of example.

Some years ago, I was part of a conference call with a freelance copywriter. He’d been commissioned for a small job, which was tweaking the lift letter on a much larger, longer control (one I’d written, in fact).

Leading the call was friend and mentor o’ mine, the inimitable Michael Masterson. The letter was, well, weak. Michael took control of the call and made a series of what I thought were brilliant suggestions. We all concurred, except for the freelancer.

After the critique was over, the receiving end of the call went conspicuously silent. “Hello?” we said, thinking he’d slipped on a kumquat or something equally plausible.

“Mail it,” he said. “Mail it and see if it works? Then I’ll revise it.” Clearly, he was peeved.

Not, dear reader, the protocol of a copywriter seeking much repeat business. This guy, no matter how slighted by the review, clearly lost his cool. With some guys, there’s nothing you can do. Their skin is so thin, you could pop it with a tossed marshmallow.

But here’s the thing…

While I despised that copywriter’s behavior, it does occur to me now that, at some level I couldn’t help but sympathize.

No, not all copywriters are the egoists and temperamental “artistes” like this guy might have been. But we are only human. Good copywriters put a lot of work goes into what they produce. Great ones put a little heart and soul into it too.

By the time we’re finished the first draft, we’re connected with the result. In such a way that criticism — even the good kind — can’t help but set one back at least a little bit.

The good writers, unlike our phone call friend, take it with a smile. But there’s a way to get an even better result. And it’s simple. You simply start with the positive.

Not excessively so, not insincerely. But clearly and immediately. “I liked the headline. And oh wow, the typing was nice. And hey, is this scented paper? Nice touch. Now, let’s talk about your lead. I think I see a way to make it even stronger.”

Pandering? Perhaps.

But what’s the goal of the critic? Is it to toughen the recipient’s skin or to get the best possible result?

(I, by the way, really DO think that the purest professionals become immune to most negative criticism. But when you’re in a situation where you’re giving direct review… still say this advice is going to get you further. Try it yourself and you’ll see. Or better yet, try the peer review technique perfected by my friends over at AWAI.)

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Ten Years After

flag memory wall signed 2 good-2.png

This has almost nothing to do with copywriting, but if you don’t mind — and even if you do — I’m going to continue anyway, yes?

See, these days, you’ll already seen and heard some heartbreaking tributes to the Twin Towers and, well, all that. I’d like to kick in for a second with a slightly alternate point of view.

First, let me say that… 9/11 happened.

When it did, I was just as deep in the moment as anybody We were in Paris at the time. With the time difference, it was already afternoon when the news crackled in over an office radio.

My French wasn’t good enough yet to understand what my French colleagues were wide-eyed and crying about. But knew it was something big.

“Excuse me for asking, John” said Luc, sounding a little more than panicked, “but where is your wife?”

My wife had been singing New York on the night of September 9. Her flight out was in the early afternoon the next day. So by the time the time that last “normal” morning dawned on Europe, she was already sleeping off jet lag in our apartment.

A plane, he explained, has hit one of the World Trade Towers. And then, “I’m sorry to say, but another plane has hit again.” I don’t know if Luc even knew anybody in Manhattan, but he looked close to tears as the newscasts came pouring in.

Just two months earlier, we’d moved to Paris, from a rented apartment in the Manhattan’s West Village. We had friends worked in or near the Towers.

All escaped injury except for one, a childhood friend of my youngest sister, who worked in a financial firm on a high floor. I hadn’t seen her since she was a little girl, maybe five or six years old. But at 25, apparently she ran marathons, always smiled, and was considered an “angel” by her friends.

She never made it out of the building.

Over the next few days, we stayed glued to CNN. Less than two weeks later, we were back in New York and in our apartment — we shared it with a part-time sublet — cleaning caked-up ash from the air-conditioner filter.

My mother sent an email message. “We’ve crossed a bridge,” she said. And there was no way to go back to the way it was just one day earlier. Of course, I had no idea then how right she would prove to be.

Over the next few years, anniversaries of 9/11 came and went. So did the news coverage, replete with montages and music, the amateur videos, and the purple prose. Fear and anger rose and fell, but never quite faded, eventually lapsing into a dull ache that would not go away.

And now, I too am tempted to sift through my pictures from that time. I had some shots I’d taken while we were visiting — of “Still Missing” posters, of piles of flowers, and of the withering wreck at Ground Zero.

I found some.

But I found something else too. Other photos from that same year, and a growing sense that there was a lot else subsumed by the shadows of that event. Other things well worth remembering. And it seemed only right that the best tribute to getting on with life, as one should after any tragedy, was to draw those memories back up to the surface too.

For instance, it happens that 2001 was the same year I started the e-letter behind this website. And 2001 is the year my wife and I got married, too. We had a great wedding and a gorgeous Italian honeymoon. Months later, when we moved to Paris, armed with less than 10 words of French. But we made do.

On the more painful side, 2001 is the same year my wife lost her father. This was also not long after 9/11. We flew over in an almost empty airliner and went from the airport to his hospital bed, where he had gone into a coma after heart surgery. He died less than two hours later, surrounded by the family.

That same year, my father had been diagnosed with prostate cancer. It was too late for conventional surgery, the doctor told him. But my mother found a breakthrough new procedure online. With radioactive iodine seeds and computer-mapped blasts of radiation. Only one center in Atlanta performed it and he would have to move their for eight weeks. They did and it managed to buy him another 10 years.

In that time, he met all three of his grandchildren, took over a scholarship fund for fatherless boys in Philadelphia, and went on more than a few adventurous trips with my mother, including two visits to Paris. He stayed in touch with other patients in the center. Some didn’t survive as long. Others did. And today the procedure is a standard treatment.

It was spring of 2004 when our son was born. Our daughter followed two years later. We also added two more nieces and a nephew. Family members got married. And we took multiple great trips to London, Lisbon, Vienna, San Francisco, Barcelona and other places.

We made progress in French and made several friends in those same years. Tragically, we also said goodbye to two. (Cancer.) We learned enough of the language to get dangerous, but not enough that our bilingual don’t fail to correct us. Yet, somehow they still remain adorable.

In those ten years, I also wrote a few good promos, some books, and gave a lot of pretty good seminars. My income tripled and my savings grew tenfold. And we have, knock wood, stayed healthy.

But then, more terrible things happened too. From a heatwave that killed 40,000 in the EU… to the Boxing Day tsunami that killed over 200,000 in Asia… to earthquakes, Katrina, and two endless wars, the world took a beating. And we passed milestones of every shape and tenor.

One thing, though, you could not miss. That, while all tragedies remain tragedies, it was quickly clear that none exist in a vacuum, least of all 9/11. For awhile, it was the thing that sucked the life out of us. But now it seems different, like it’s life that’s overdue to absorb the event.

I say all this not to forget what happened. No doubt there’s pain that remains immediate to the 9/11 families. No doubt it’s altered the course of everything, in an infinitely more complex exercise of the butterfly effect.

But as we look back and dig into the photos and stories, as we re-open the old wounds, the question seems to present: at long last, is it time to place this one big memory in it’s space, relative to all those other things, rather than isolate it the way we have these year’s since?

Perhaps, I’m saying, it’s time to finish crossing that bridge; to step boldly, if greatly changed and more complicated, onto the other bank. Not to forget, but not to stop exploring whatever else there is.

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Seven Toxic Habits That Could Wreck Your Writing Career

“It is a great thing,” said Cicero, “to know our vices.”

With that in mind, let’s dig in and take a look at some positively poison habits that could dash any aspiring copywriters career. No, I don’t mean the biggies like gorging yourself on pizza… quaffing gin with breakfast… or hanging out with loose women and/or using that exercise bike you bought last year only as a towel rack.

Arguably, these are the habits that just make copywriters more interesting. But in this post, I’m only talking about the little work-related habits. Each of them all too easy for any copywriter, even one with the best intentions, to develop…

Bad Habit #1: Compulsive “Inboxing”

Here’s one of those bad habits where yours truly was once guilty as charged.

I’ll be frank. I’m a nut for technology. The nerd gene, in our family, runs long and deep. In 1981, my brother and I were using an early Apple desktop with a cassette tape drive and 300 baud phone line to log onto local “bulletin boards.” In the early 1990s, I was among the first in our office to use Compuserve via dial-up… and first to tap into search engines (remember “Archie” and “Veronica?” Way before Google’s time)…

 And even now, I’m about as armed as you can get with POP accounts, instant messaging, and all the rest. There isn’t anything I can’t FTP, bit-transfer, or digitally find. But still, I’ve learned one has to be careful. Even the best technology is a distraction if you let it intrude on your deadlines.

 Email especially.

 Over the last year, I consciously re-prioritized my email activity to fall later on my to do list. Emails no longer get answered instantly. Unless they’re urgent, they can wait for my reply. The results have been liberating. And profitable.

Ironically, you can find dozens of “productivity websites” offering exactly the opposite advice. Along with elaborate systems for keeping your inbox clear at all times, including how to empty out your inbox early as part of the “fresh start” for the day. And to those I say… baloney.

 Don’t get me wrong.

 Email is a valuable tool. It makes my laptop career possible, in more ways than one. But just answering emails around the clock won’t get the job done, no matter how productive it makes you feel at the time.

Which is a good way to segue into…

Bad Habit #2: Inverting the Checklist

 This too, is something I was once more guilty of than not. In fact, I still find myself slipping into this poisonous practice from time to time. By “inverting the checklist,” I’m talking about when you take your list of ‘must do’ items and flip it so that you end up doing the things of least importance first.

 Think about it.

 Most people write their checklists starting with the small details, especially the pressing items and immediate tasks. As you finish the list, the feelings of urgency fade and your imagination kicks in. You write out the big stuff, the life-defining things, the things about which you dare to dream.

 The next day, on the next to do list, you change the details on the front to much the newest, most pressing, undone stuff…

 Pick up dry cleaning. Send fax. Order paperclips.

 But the back half generally remains unchanged. And still, very general about the things you hope will eventually happen in your lifetime. Become a copywriting guru. Write the novel. See world. It’s an easy rut to fall into.

 But every success story you can imagine begins with somebody flipping that personal checklist around. The big, ambiguous accomplishments become the priorities. And the little niggling daily stuff gets pushed back, even dumped from the list entirely (though, hopefully, not to the level where personal safety, relationships, or hygiene will suffer TOO dramatically.)

 This, of course, is just as true for copywriting as it is for any other endeavor. You’ll make the most happen if you aim to get the big stuff done first. The secret is to pick the big goal and break that down with the same detailed fervor you applied to the less important details of past “to do” lists.

For instance, do you really want to be a six-figure copywriter? I get lots of emails from people telling me they do. But who also don’t think they can. I’m shocked, after digging deeper, to find out how many of those who have quit on the idea have yet to try landing even one client… have yet to try writing a full promo… have yet to even finish the exercises in whatever copywriting course they’re following.

 Each time, I lay it down: Yes, it’s true. Not everyone can succeed at this. Because not everyone has the “stuff” to do it. Otherwise, it wouldn’t be such a lucrative career path. Still, you’ll get nowhere if you don’t get started. And getting started means more than sharpening pencils every morning. It means approaching and hitting the big milestones, step by step.

 Make a daily game plan to finish the course. Get on the mailing lists and read OPC (other people’s copy). Get that one client… offering to write on spec if you have to… as the first step in building your client list. And THEN come and talk to me, yah?

Bad Habit #3: Chronic Cathode Overloading

 Oh boy, is this one a tar trap.

 I’m talking of course about television. And here too, I want you to know I’m not throwing stones. I was notorious, as a child, for getting sucked into the boob tube. Turn one on a mile from where I stood, my jaw would drop and my eyes would go wide. Think the torture scenes in Clockwork Orange, but self-imposed and self-supervised.

 Then, by circumstance, I found myself without a television. For eight years straight, it stayed that way. And I couldn’t believe what happened. I started reading. A lot.

 Mind you, I was always a reader. But not like this. I plowed through books end to end, like a chronic smoker facing the firing squad. I bought classics for 50 cents a pop at the used book store. I picked up how to books on advertising, fiction writing, and guitar. History books. Philosophy. Biographies. And more.

Where my TV wasn’t, I had IKEA bookshelves eight feet high and filled to bursting with text. Even better, I couldn’t imagine how — during my TV watching days —  I had managed to find and then waste all that time.

 I confess, we have a TV again.  We rationalize it as a learning tool, for language, since the one TV we own we keep in our apartment in France. DVDs are now the danger. And the Internet. Both have a similar power for sucking up time. Still, I read plenty. Less fiction, since I don’t find as much of the modern stuff nearly as satisfying. But lots of books and articles related to what I’m writing about. Plus, I’m a heavy user of audio books on all kinds of subjects, from trade and finance to science and ideas of all different kinds.

 You don’t have to toss your TV. Especially not if it’s one of the brand spankin’ new flat screen variety. But do try switching it off… or even unplugging it… for awhile. A week. A month. And see what happens. You might be surprised.

Bad Habit #4: Writing from the Mountaintop

 No question, one of the things I love about my copywriting career is the isolation. An open window, a quiet room, the clack of the keyboard. It’s how I prefer working, most of the time. And it’s usually all I need to feel like the master of the universe.

 Still, there’s a danger to be aware of. Even as a writer, you can’t be alone with your ideas all the time. Because writers, even the great ones, grow stale in isolation. It’s the energy you draw with contact from other people that keeps your writing interesting.

 In copy, that means regular if occasional contact with colleagues and customers. Brainstorming meetings. Trade seminars. Company cocktail parties and, yes, happy hours. If you get the invitation to mingle with like minds, you shouldn’t pass it up. Make a point of staying in touch. Phone calls will do, but a few hours of face time is even better. Both social and professional.

Bad Habit #5: Tossing the Road Map

 What’s the point of speeding if you don’t know where you’re going? If you never get where you’re headed, it doesn’t matter one lick if you’re making great time. Germane to copywriting, I’m talking about passionate writers who consistently miss the point of why they’re writing or what they’re writing about.

 Exhibit A, the new writer that’s passionate about the idea they’re pitching… without a game plan for how they’re going to lay the whole thing out. Start with at least a general outline. An end and a middle, not just a beginning.

 Before you pile up research, ask yourself: What’s this product really about? Who’s this customer and where does he stand? Where do I need to take him to make the final sale? Early in my own career, I wrote without a map.

 I started and let my research pull me through, heading down this path and that. Sometimes it worked. Most of the time it did not. Then I started dissecting other pieces to see how they came together. I “lifted out” the outlines and stuck it together again, with my own research draped over the skeleton instead.

 Now I write my own outlines. Because I’ve got the basic structure imprinted on my memory already. Once you’ve got this, it helps all kinds of you make all kinds of choices about how to the whole piece will come together… just as planned.

 Bad Habit #6: Radical Revisionism

 The opposite of too little planning is, of course, over-planning. And this too, in copy, can happen to the best of them. After all, great copy has the feel of being written fast and spontaneously. Yet, we’ve also always heard that great writers revise.

 So when do you stop perfecting?

 Where do you draw the line?

I once knew a writer who spent over a month writing and re-writing his headline. Once he had it, he moved on to writing his first line. How long would THAT take him? Nobody waited to find out. The company had to fire him. See, here’s the thing. You’ve got to recognize what all the editing you’ll do is actually for.

 You’re going back to tighten, yes. To take out the clumsy phrases, to clarify the ideas, and more.

 You’re revising, too, so you can hide the seams and stiches, the girders and rivets, and all those other pieces of your construction that need to be there but remain hidden so as not to impede the flow of your prose.

 After that, though, there comes a time when you just… have to… let… it… go. Let it mail. Let if flop. Let it win. But get it out there to get tested, where all good (and bad) copy belongs.

 Polish the writing, yes. But remember that you’re nothing as a copywriter if your copy never, ever mails. Speed up that process to get it out there, in as many ways as you can.

 Bad Habit #7: Thin-skinned Amateurism

 It’s not easy, in this biz, not to take lots of things personally. You spend a lot of time alone with the things you’re writing, after all. So when a critique feels extra harsh… when a client seems less than happy… when a mailing flops… at least once in awhile, you’re going to feel personally let down.

Don’t.

It’s great to throw yourself into your work. It’s great to feel responsible for results. But the truth of the matter is, it’s also a sign of a real pro if, whenever you get knocked down, you get up brushing off the dust and ready to go all over again.

 Instead of defending yourself during a critique, ask questions that open you up for more. On flopped mailings, study the results. Do a post-mortem on the copy to find out what happened. And them move on. Maybe getting the flop out there was the best way to unveil the newer, better idea that will work the next time.

You never know until you give it a shot.

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How to Write in Your Sleep

340662F2-33CB-4CA3-9F2E-C32C4F0F5F03.jpg “Sleep,” said Shakespeare, “rock thy brain.”

Study after study shows it, a good night’s sleep makes for a sharper, more productive mind. And yet, your average worker gets 6 hours and 55 minutes. With half of those saying they were doing work up until an hour before going to bed.

A badge of honor worth wearing?

Hardly. Those hard-working types, it turns out, are hardly working… or at least, hardly working at true capacity. Despite delusions to the contrary.

Scientists have yet to figure out how sleep restores your brain function. But they have no doubt that it does. So ye sleep-deprived, if we get a lot done now… imagine what we could accomplish well-rested.

Maybe because I’ve always been an undisciplined sleeper myself, I’ve both collected and written plenty about sleep and how it fits into a creative life calling.

Rather than try to thread them all together, let me just hit you with a burst of some of what I’ve got on hand…

* Per Popular Science, when you zonk out after just learning something, you’re more likely to wake up with an even stronger memory of what you learned than when you went to bed. Why? REM sleep, when your eyes are darting under your eyelids, somehow reinforces and sorts the information. And non-REM sleep gives your neurons a chance to repair a day’s worth of free-radical damage.

* Per the same article, go jogging. Not only does it lead to deeper sleep at night, which is just as key to whatever the brain does while you sleep, but it also builds brain cells faster. In one 1999 study, lab rats had double the number for new brain cells after running (no, I don’t know how they got the little sneakers on their little rat feet).

* In a 2004 study from the University of Luebeck in Germany, 106 volunteers showed they could do three times better on a simple test than those who had piled up LESS than 8 hours of sleep.

* Think TV helps you get to sleep? Maybe. But it might make your sleep less restful. Studies show television disrupts sleep even if you shut it off hours before your head hits the pillow.

* Go easy on workaholic behavior. Working until 10 pm every night might feel righteous and good, but it’s not only hard on family life, you deny your body time to ‘untighten.” Studies show disrupted sleep for those who work until they drop, no matter how nobly they manage to do so.

* That said, a 15-minute review of key work details is enough to get that “wake with the solution” result so many crave. Be sure to keep that notepad on your nightstand.

* Have trouble sleeping? Try the counter-intuitive. Like exercise in the morning. And loads of sunlight. Plus a short afternoon nap (emphasis on short: 10-15 minutes at lunch time is nothing to feel guilty about).

* Eat a protein breakfast. Yes, zero carbs. No toast. No bagel. Definitely not doughnuts, fruit juice, or anything with sugar. It will buy you an extra few hours. It may even get you through the day. You’ll be even better off if you do the same for lunch. Or skip lunch entirely and take a walk instead. Whatever you do, do NOT eat big in the middle of the day.

* In a real pinch, drink coffee but drink it right. Which means sipping it slowly — cold if you have to — on the hour or half hour. The longer you make the cup last, studies show the longer you can last. Not a substitute for sleep, but a fail-safe when you can’t get any.

* Forget, by the way, trying to make up for a week of not sleeping enough by “sleeping in” on the weekends. North of nine hours or more, it turns out, can make you just as tired and even age you just as fast as too little sleep.

Try this.

For one week, go to bed at 11 pm at the latest. Even if you have “lots to do.” And wake up when you wake, if you can, which should be around 6 am or 7 am. If you need to get up earlier, move the bedtime to 10 pm.

Then come back and tell me how you feel… and how much more productive you are.

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