Category: Getting Paid

What to charge and how to make sure you get what you’re asking for.

10 “Speed-Copy” Secrets

speedy

The better you get at writing good copy, the more clients will want access to your time. In the beginning, you’ll want to give it to them.

But as time goes by, you won’t be able to.

You’ll try to cherry pick projects, taking on only those that won’t bog you down disproportionately to what you’ll get in return.

But what happens when you have no other choice than to just… write… faster?

You can try these tips…

1) Really DO Cherry-Pick Projects

It’s great to be eager.

But you’ll find there really are some copywriting jobs that just aren’t worth it. Which ones? Be wary, for instance, of poorly baked products with no clear audience or no clear benefit for the audience they’re meant to target.

Likewise, look out for projects without a passionate champion on the client side. If there’s nobody who can sell you on what you’re supposed to be selling, there’s a good chance you’ll have a hard time selling it to prospects, too.

And finally, look out for projects that don’t have at least 85% of the pieces in place before you get started. Unless, that is, you’re also being paid to help develop the product… a different and more involved job than just writing the sales letter.

2) Know Your Load

Four solid hours of writing, day in and day out, with rest of the day for calls, meetings, and email is actually a pretty solid pace. Sure, one can go longer when needed. But writing can be physically draining, if you’re doing it right.

Copywriter Bob Bly once told me that, while he also logs only about four hours on each project per day, he stays fresh by working keeping two projects going at once and switching to four hours on the second project in the

I’ve tried that. And sometimes it works. But frankly, once I start working on something — anything — I get too caught up in in it to let it go. So I actively try to avoid other projects until I’ve got the first one completed.

Your style will be up to you.

3) Gather Your Resources, Part I

One of the best ways to accelerate the pace on any writing project is to feed it the nourishment in needs to get started. That nourishment is information.

Read up, interview, discuss.

Call the most central figure for the product that the client can offer and do a phone interview. Record it and start typing as you play it back. You’ll need other resources along the way. But this is where you’ll need to begin, if you want to make sure you burst out of the gate with as much power as possible.

4) Build Your Framework

Once you’ve got a grasp on the general direction you’ll need to take in the promo, you’ll want — no, need — to make an outline. Too many early writers skip this step. Many say they don’t need it.

Yet, for all but a rare few, unstructured writing shows. The benefit of an outline is that you know where you need to go. But you also know, as you pile up research and ideas, where you DON’T need to go.

And that’s equally important.

5) Gather Your Resources, Part II

Once you’ve pulled together a rough outline of where you’re headed, you’ll immediately start to see the additional holes you’ll need to fill.

Now it’s time to go out again and start digging. Pile up links, magazine clippings, notes from studying the product and the customer base. Notes from talking to the client.

Just for the record, the research part of your copywriting process should almost always take the most time. How much longer?

A fair breakdown, if you’re working with a product you don’t know well, is about 50% of your total time available spent on research. And then 30% on writing the first draft. Plus another 20% for polishing and revision.

6) Try Writing in 3D

You would think that writing the beginning first, the middle second, and the end last would be the best way to go. And for many writers, that’s precisely the path the follow. However, I’d personally recommend creating a writing system that’s a little more non-linear.

What do I mean?

Research, ideas, phrases… tend to arrive in a disorderly fashion, just like a conversation that leaps from one topic to another entirely.

So what I do is write in sections. I actually create separate, labeled parts of my file in Word. These sections match my outline or “mind-map” of the message I’d like to deliver.

Then, as I research and revise, I jump back and forth between sections, adding to one, tightening another, copying and moving pieces of ideas.

Each area fleshes out at roughly the same time, then I reorganize them to fit the more logical, linear outline that will underlie the final piece.

7) Write Your Close First

Here’s an interesting idea — start at the end. And I can give you at least two solid reasons to do this.

First, because the offer you write will, word for word, have more impact on the prospect than any other section of the promo — save for the headline and lead. If the offer stinks, you haven’t got a chance no matter how brilliant your copywriting.

Second, because knowing specifically how you’ll close the sale gives you a target to shoot for. This, too, is a great defense against the tangents that can knock you off the trail of your sales message all too easily.

8 ) Give Your Lead Room to Breathe

I know perfectionism is a killer problem for a lot of new writers. Get over that. Really. Why?

Because you’ll kill yourself and your career trying to get the right word line-by-line. Especially when you sacrifice writing the bulk of the rest of that promo while you tinker and tinker… and tinker… with the lead.

Here’s an alternate idea… put the headline and lead copy in a separate document or somehow cordoned off from the rest of your promo. Open that alternate writing area whenever you’re working on the main document.

Whenever you have an idea about how to make the lead stronger, dip into that alternate writing window, make the changes and then jump back to the rest of the piece.

I do this a dozen or more times while I’m writing, with the headline and lead changing 10… 20… or more times before I’m through.

9) Learn to “Copyify” Your Notes As You Research

This takes practice. But you’ll through your copy much faster if, when you take notes from resources you’ll use, you record the notes directly into copywritten form.

For instance, not “Mention last year’s booming commodity market to support resource buying op”… but rather “Last year’s booming commodities market is the perfect example. Had you subscribed to my ‘Dirt, Rocks, and Other Investments’ advisory service then, you’d already be up XXX% on Mud Futures alone by now.”

You get the picture.

If you can record your ideas quickly in a form that’s close to the sound you’ll want for the final draft, obviously that cuts back future writing time.

10) Use Markers and Shortcuts

This last one is a small thing. But very, very handy.

Let’s say you’re writing and you need to cite a stat you don’t have at your fingertips, try just dropping in “XX” where that falls.

Or let’s say you need a subhead to transition between sections but the perfect one escapes you at the moment. Don’t get stuck. Instead, drop in “[SUBHEAD HERE]” and keep moving.

The idea is to preserve the momentum at all costs. Just make sure you search the replacement phrases and fill things in after the writing is done.

This list could go on, of course. But that’s a pretty good start.

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How Much Money Do You (Deserve To) Make?

cashregister“Money,” Woody Allen once said, “is nice to have — if only for financial reasons.”

Or as one of my copywriting mentors used to say, money isn’t just about affording a better life, taking care of your family, or safeguarding your retirement. It’s also a way to ‘keep score.’

Is that a sad testament to the shallowness of humanity? Or a reassurance that ambition and the drive to thrive are alive and well?  It’s up to you. But personally, at least on one level, I think he’s right. Think about it.

We know that there are higher things than the material trappings of being a working stiff. Yet, when you see the Forbes 400 list of the world’s wealthiest… do you look? And when you do, do you stop at looking at the net worth or do you secretly search for the age, education, and hard-luck background stories too?

Most of us can’t help it.

We want to know how we’re measuring up. Spiritually, intellectually, aesthetically of course. But let’s face it, those things can be tough to measure.

Income, on the other hand, is easy.

Either you’ve got it or you don’t. And as a measurement of success, it ends up a universal equalizer, non-negotiable and true.  Sure, applications of wealth, obsessions with wealth, understanding of wealth and what it can mean, those things can all vary. But wealth itself, for everybody it’s a common denominator. A means to living in the manner we hope we’ve earned.

Long story short, having a little extra scratch on hand… ain’t such a bad thing.

And having a lot more, well, that’s a hard idea to resist too.

Okay, so now that we all feel good about money and having some… how do you measure up?

Some time ago, CR friend Chris Marlow put together a survey of fellow copywriters.

Keep in mind, most of her responses came from the U.S., some from Canada and some from the U.K.  This could be as much because the survey is in English as it is a fair representation of the global market.

Also, most of the responders (61%) are in the 1-5 year range of experience. And more than half have written for both specialty markets and what they would consider “general” fields.

Most write for either the “Marketing Communications” field or “Banking and Investment” with a majority writing for both business-to-consumer and business-to-business products.

So… what are we making, year over year?

Just over 25% — at the time I had taken the survey — landed in the $50K to $75K category… with nearly 15% making between $75K to $100K… and a small but impressive slice taking in as much as $300K to $400K per year. (I’m in the latter category, but know plenty in the middle and a handful in the first).

How are they finding their best business, biggest paying assignments, and favorite clients?

What fields yield the most copywriting opportunity?

What types of pieces did they write for most — speeches, brochures, e-zines, direct-mail letters, radio and space ads, and more — and what did they charge for each?

All this, you’ll have to get from Chris.

She compiles and sells the survey results every year. I recommend it not for affiliate income (in fact, I can’t find my affiliate link at the moment and want to get this post up, so this is just a straight shot over to Chris’ site (click here)), but because I know that by knowing how others pull off this career, you’ll get some ideas for yourself.

And maybe a little inspiration too.

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From “Just Learning” to “Bigtime Earning”

 LOTS of people study copywriting. Only a few of those actually make the leap and DO it. What makes the difference between them?

 Getting that FIRST client. When the “big time earning” copywriters look back, it often feels like it was no big deal.

 But looking forward, I understand it can be daunting. That’s why I’ll let you in on a little secret — there’s a shortcut. And following it can land you light years ahead of the competition.

 Here’s another secret. It’s not hard to learn this shortcut either. How’s it work?

Click here to find out. 


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Inspiration or Flat-Out Imitation?

Every great direct response copywriter can tell you what a valuable thing it is to have a “swipe file,” that burgeoning bin or desktop folder of winning promos crafted by other copywriters.

The idea, of course, isn’t to rip off the best of your colleagues… but rather to read, see what’s working, and use that to get your own creative juices flowing.

Not everybody gets that. Some people understand the concept, but go ahead and plagiarize anyway. Not good, folks.

And it looks like it’s not just a problem in direct mail or online advertising. For instance, Don Hauptman recently sent me a clip from the New York Times that Madison Avenue pros might be taking the, er, “borrowing” technique a bit too far.

Honda Motors and the Subway sandwich shop chain, both have ads out there centered on the old “Odd Couple” sitcom theme song. Coincidence? Maybe.

Maybe so, too, for Visa and the “Mr. Magorium’s Wonder Emporium” movie trailer, who both featured the same instrumental piece of music in their commercials… borrowed from the 1985 movie, “Pee-Wee’s Big Adventure.”

Or the three ads from Dell, Sears, and Wal-Mart respectively — each with the “make holiday wishes come true” story line. And the movie trailer for the new “Beowulf” movie, which harkens back to the campaign advertising the blockbuster flick “300.”

Lots of ideas strike lots of people at the same time.

But it just goes to show you, you’ve got to work that much harder to be original with your message.

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7 Easy Ways to Get More From Writers

whipsmart.pngWhat’s the single best way to make sure you get what
you want out of the writers you’ll hire?

I’ll give you not just one but seven easy ways to guarantee a quality result, in today’s issue.

And by the way, don’t skip this if you’re the writer instead of the client… because this list could make your job infinitely easier too, simply by showing you what to ask for from anybody who hires you.

But before we jump in…

What to Know Even Before You Pick Up The Phone

First and foremost, one of the BIG reasons some businesses don’t get what they want from copywriters… is because they’re not exactly sure what it is they hope to get, right from the start.

Sure I do, you say.

I want sales.

Isn’t that pretty simple?

Yes. But be careful.

Why?

Because you can boost sales in a number of ways. Some ways are true to your product, some are not.

And a sale that’s followed by a slew of cancellations or refunds is no sale at all.

What’s more, there’s often another subconscious motivator that gets in the way of even the best marketer’s intentions.

And that is, of course, your ego.

How so? If your ego is inflated by selling more of a quality product your customers want, that’s good.

But too often, that’s now how it plays out.

Take, for instance, the jillions blown by “brand” advertisers on things like Superbowl ads.

Are those funny but pointless spots really about selling more product? Or are they more likely self-congratulatory spots set out to appeal to an advertisers sense of importance?

Ads like those let advertisers feel great about themselves, their businesses, and their brand.

They are the echelon of “hip,” the pinnacle of product entries in a pulchritude contest, the bountiful beauty in which those advertisers will bask like buffalo in a basin of… okay, I’m running out of ‘b’ words… but the point is, so-called advertising often does very little to get sales, despite all intentions to the contrary.

Ego that forces a message that offers no substance or promise to your target market is, in a word, a waste.

And finally, you need to be aware that even if you ARE sensibly focused on boosting your bottom line, there are different KINDS of sales you’ll want to make. And different strategies that precede those sales.

For instance, if you’re out to sell a high volume of a low-priced item… to a whole new set of names… that demands one kind of copy. If you’re looking to convert current customers for more sales, that’s something else (almost) entirely.

If you want to raise the price on something you’ve sold before, that’s something else. And if you’re looking to sell something high-end to previously low-end buyers, that’s something different yet again.

“Soft offer” pitches work uniquely… as do time-limited pricing offers… product launches… and even those pitches that create a whole new product category altogether.

Then… you’ve got the pitches that need to combine one or more of the marketing strategies above. And we haven’t even talked about your cost restrictions, list selections, and the rest.

You see what I’m getting at.

Bottom line, and this is important for you to soak up before I take you anywhere else: The MAIN thing you can do to better guarantee you’ll get what you want from the copywriters you hire is to figure out exactly WHAT it is you want to happen, first.

The better you know your strategy in advance, the better you can prep the copywriter before you bring him or her into the equation.

That understood, what comes next?

Now we get into the meat…

Seven Ways To Make Your Writer Write Better

In my experience, on both sides of the copy contract, here are seven easy ways to get more from your writers.

And again, writers, you read these too. Because it can’t hurt to know how good clients think, can it?

Here we go…

1) CHERRY-PICK YOUR WRITER

Let’s face it. Each copywriter, especially a good one, has his niche.

Some work with one kind of product well. Some with others. Some are great at telling stories. Others can work wonders with a track record.

If you’ve been in business any amount of time, you’ll start to know which writers have which talents. And you’ll match them carefully to your products.

Copywriters, there’s a lesson here for us too: Know your strengths and capitalize on them.

Make sure you accept the projects that fit with your talents. Unless you’re up to the challenge, avoid the projects that don’t.

2) HEAP ON THE RESEARCH

The better informed the copywriter, the better — usually — the copy he’ll crank out.

So if you’ve got the material, flaunt it.

You might resent, as I’ve seen some marketers do, the idea of doing footwork for someone you’ve hired to do just that.

But the fact is, even great copywriters will work even better if you arm with material to start the job.

Copywriters, there’s a lesson here too, albeit an obvious one: Writer’s block, fluff-laden copy, empty leads and offers and headlines… they all go away when you throw relevant specificity into your sales pieces.

Insist on asking for as much background material as you can get your hands on, at the very start of the assignment.

3) TALK IT OUT, AT LEAST TWICE

Talk to your copywriter at least twice — in detail — about what you’re hoping for in the first draft.

Talk once at the very start of the assignment and then ask to talk again, just to make sure the writer is on the right track.

And this, with enough lead time to make any changes before he or she turns in the first draft.

Copywriters: Realize that, as much as it’s essential to work alone and to protect undeveloped ideas, it’s also astounding what clarity you can get from a simple half-hour phone call.

If you wait for it to happen, it’s a distraction when it comes. But if you pursue the conversation, you might actually help the marketer clarify in his own mind exactly what he’s looking for.

4) PROVIDE A POINT MAN

I can tell you from personal experience, there’s nothing worse — when you’re working on selling someone’s sales copy — to have to hunt down someone, anyone, who will answer your emails to help you gather the things you need to complete the task.

Give your copywriter a gift up front — a handshake and introduction to a trusted person on the inside who will take calls and emails and attend to them promptly, as if completing the sales copy actually meant something to the organization doing the hiring.

And copywriters, don’t leave the scene of a first meeting without the name of this person.

Any client who can’t provide one, avoid working with more than once. They don’t take their marketing seriously.

5) LEARN HOW TO GIVE FEEDBACK

Patton’s quote at the start of today’s issue notwithstanding, sometimes you’re going to need a lot more in the way of first-draft feedback than, “doesn’t quite work” or “needs more” scribbled in the margins.

When I review copy, I famously almost double the original document length with my suggestions and comments. Nothing gets left to interpretation. Tell them more rather than less.

When something works, tell them that — absolutely. And when it doesn’t, tell them that too.

But tell them why.

If the writer is worth his salt, he’ll have a much better idea of how to make things right.

Copywriters, you need to push for this kind of feedback too. You’re not out to bait for praise or battle critiques. The whole process of review is to delve deeper into what your client wants — needs — from you to get the job done.

6) COME CLEAN ON DEADLINES

It might feel like courtesy to give your creative team lots of breathing room.

But, really, you’re much better off coming clean about your deadlines right up front.

Tell them what you need and when.

Some especially busy copywriters might have to turn you down. But if the time is available to work within those parameters, the pros will appreciate your clarity and efficiency.

Copywriters, this of course applies to us too.

Half of us are in this business because we like the freedom of setting our own schedules.

But to make that work, you have to… well… set them. That means making sure you know up front what’s being asked of you.

Insist on establishing this early in the game.

7) CUT THE FAIREST DEAL

The best businessmen I know don’t mess around trying to gain an upper hand. Nor do they give away the store.

They focus instead on the middle ground, making sure both sides benefit when a strategy pans out.

Between client and copywriter, that often means a royalty on sales. The better a piece performs, the more you both make.

Sure, some of the best copywriters do flat-fee only. But those fees are high… along with the quality of the copy they’ve earned a reputation for producing.

Copywriters, heed this: You’ll generally do your best work if your biggest payoff is performance-based.

Client or copywriter, I hope all that came in handy!

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14 Ways to Make Your Prospect Relax

chill pill.jpg I’m not unveiling any big secret by telling you that a lot of what you’ll do when selling is all about emotion. And it has to be that way.

Why?

Because we humans — the thinking animal — are perversely also designed to be jumpy, reactionary, over-zealous, anxious organisms. If it were ever in my character to use the term “hot mess,” this is where I’d use it (but it isn’t.)

However, if there is absolutely a time in any selling “event” where you cannot afford to let your prospect’s emotions get ahead of you, it’s on the order form. Yet, too often, exactly that can happen. Your prospect can become too nervous to pull the trigger and place an order.

Fortunately, this too is something you can learn to control. Today, I’ll give you fourteen things you could try.

Keep in mind, as you read through, that this list is by no means complete. Nor is it a checklist. You can try one of these things… all of them… or a mix.

And remember, the goal for each is to simply help your prospect scale that last wall of anxiety he or she might have before pulling out a credit card to order…

1) We all know putting a guarantee box on your order form can help ease worries. But in today’s age of online marketing, what about using a recorded “video guarantee” instead? Right there on the form.

2)Are their trade organizations or guilds related to what you’re selling… or if the product pitch is local, is there a trade union you could join? If yes, pay your dues and put the logo (with permission) right there on your order form.

3) Along those same lines, this is an oldie but a goodie… try adding more or larger “secure offer” icons (e.g. not just “Verisign” but “McAfee Secure” and “BBB” and a whopping big, well-designed “100% Satisfaction Guarantee” icon). Aim for at least five icons per reply page.

4) Test placement of these trust logos from the last tip. Some research says that the single best place isn’t at the top of the page or at the bottom, but rather right under or next to the “Place Your Order” button.

5) Try putting a callout box containing a testimonial — with photo — right next to submit button on the form.

6) In fact, if you’re selling online, try putting a recorded video testimonial or testimonials on the side of the reply page.

7) Here’s a twist on the “100% Satisfaction Guarantee” that might work with mid-priced items and higher: “100% + a Buck.” That is, offer a total refund if requested, plus a dollar. It’s just an extra and not too costly twist to up the ante on your guarantee.

8) If your current order form has a lot of “buy now” urgency in the language, try testing it against a “Take your time to decide, there’s no pressure — that’s what the full money back guarantee is all about” version. Urgency is good, but not so much it forces paralyzing panic.

9) Try posting a box on the order form that lists shipping/other service costs… then slashes through them in red and says prominently “Please do not worry about shipping or other service costs. We will assume that responsibility entirely.”

10) Try the same as in the last tip, but even simpler, with a callout logo that says “Free shipping on all orders, guaranteed.”

11) If there’s a discount on the offer, show it graphically and make it actionable. e.g. Instead of just saying “Get 20% Off!” before detailing the deal, say something like “Click Here to Get 20% Off” or even more official “Redeem Your 20% Savings By Clicking Here” and maybe even add a better deal with “Redeem Your 25% Savings By Clicking Here” as a second option.

12) Again especially for online offers, but when the reply page opens — or on the page, in a box — flash a callout that says, “Use this discount code to get 10% off on a two year order: LS4736.” And then auto enter that code on the order form, as though someone typed it in for your buyer.

13) Again with the reply-page testimonials, try testing between reassuring testimonials about the product… and ones directly about the shipping process, e.g. “I got my reports instantly, minutes after I ordered” or “When my order arrived, it was all there as promised… and I really liked the bonus gift you included.”

14) Before we show the reply page, flash a box that says simple, “Before we help you process your order, what name would you like us to call you during the process?” and then personalize the order form that follows according to the name they provide.

Again, just a few ideas.

Feel free to add to the list using the comment email address in the footer of this issue.

Hope you find ’em useful!

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Seven+ Ways to Keep Your Clients

shake.jpgOver the years, have I written my share of crotchety emails to product managers, traffic managers, legal assistants, publishers, and graphic designers?

I confess — I have.

A tiny handful have even made it past the “send” button… most, after sitting in my “draft” folder to cool, have landed in the trash can.

But rather than air out my own dirty laundry, let me share some insight from my friend and fellow marketer, Lori Allen. Lori runs Travel Writing and Travel Photography seminars for our mutual pals over at American Writers & Artists Inc.

She deals with lots of copywriters and other freelancers. So much that she once gave a
presentation at the famous AWAI boot camp, “Confessions of a Marketing Director: 17 Ways to Keep Clients Coming Back.”

Here are some of the highlights she shared…

1) Don’t complain or badger the client.

Imagine waking up from surgery only to have the doctor hovering over your bed, complaining about the mess you made in the operating room. You’d feel a bit, er, put out.

Yet, one copywriter Lori hired wrote her a letter complaining about the migraines and sleepless nights… she had “caused” because of the project she’d given him.

Guess what — she never hired him again.

Likewise, it’s not a good idea to badger clients for feedback. Sure, sometimes a response comes way too slow — I know, I’ve been there — but a gentle nudge is better than a searing cattle prod, in the long run. Believe me. I’ve been there too.

Of course, the longer and better you get to know the clients, the easier it is to be frank about what you need to get the job done. But even then, don’t mistake familiarity for a license to act like a jerk (Believe me, I’ve been… ah, you get the picture).

2) Offer to help not to destroy.

If your marketing client has a mailing control you think stinks, what should you do? Write them, of course, and tell them what idiots they are… right? Wrong.

Yet, Lori has letters from copywriters who say exactly that. Outright, they try to get new business by telling her that their layout stinks… the headline is insipid… and so on.

Is that the way your mama taught you to behave? Nope. And you shouldn’t behave that way with a client you hope to keep or win over, either.

One of the great things you learn as a seasoned writer is how to TAKE criticism… and if you’re lucky, you learn how to GIVE a critique better too. That means knowing when your critique is welcome and when it isn’t. It also means knowing how to make suggestions that get your clients looking forward hopefully… rather than feeling defensive.

3) Emphasize past successes, not failings.

How many poor chumps have you seen trying to “get the girl,” only to lapse hopelessly into awkward self-deprecation? Bottom line: you can’t go far by hiding your light under a bushel.

Talking to a new client? Then let them know what you’ve accomplished. If you’ve got great controls for one company, get samples and share them with the rest of your clients. There’s no need to be modest.

Talking to a longtime client? Don’t forget that the quality of your business relationship is built on reselling yourself to them, too. With discretion, make sure they don’t forget your greatest hits.

What if you lack experience? Don’t cringe in the shadow of your own innocence. Instead, be bold, eager, and well-informed. Be honest. And shine the light on what you’re GOING to do for them instead.

4) Know when to call instead of write.

Like I implied earlier, writing is often an isolated profession. You start to cherish working alone, and might even start using e-mail as your buffer against a disruptive world.

True, email can save you lots of time… sometimes. But here’s the real weakness of working solely by e-mail: It can make you think you control the conversation, when you really don’t.

That’s a problem.

Especially when you’ve got a complex idea to get across… an opinion that could be misread… or a sensitive question to ask.

There’s no way around it — you have to know when to pick up the call instead of write. Better yet, know when it’s best to meet in person. I know, that whole “face-to-face” thing seems like old technology. But you’ll be surprised by how much better it works, compared to, for example, brainstorming by Twitter.

5) Always include your contact information.

Okay, this isn’t about e-mail etiquette exactly. Except in the sense that it’s always right to make
your introductions. Obvious? Perhaps.

But Lori showed us an e-mail from one copywriter that would astound any self-respecting schoolmarm.

He asked her to mail something to him via the postal service… at a new mailing address he didn’t provide… while writing from an e-mail address he said he didn’t usually use. And he signed the message only “J.” And that was it.

Nice going, bonehead.

6) Understand the technical side of the business.

This isn’t so much etiquette either. But it pays, says Lori, to know enough about the print side of the direct mail business. Just so you can talk the talk when necessary. This is especially true when working with graphic designers. Nothing will help you sound more like a seasoned marketer. By the way, this is also true when you’re working with online copy. You don’t need to know HTML, but it helps to know the technical options afforded to you.

7) Get excited about the product.

Again, not an etiquette point. But essential for every communication you’ll have with a copywriting client. If there’s anything that will really make your copy work well and your clients willing to respect you, it’s a sincere understanding and appreciation of the product you’re writing to support. The enthusiasm flows from between the lines. And this will make your writing job much easier, to boot.

In the title to today’s piece, I said “+” after the “seven.” What’s that stand for? Well, naturally, the easiest way to keep a client is to write great copy that sells.

But that’s way too obvious, right?

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Make Money While You Sleep

Imagine if you had a business of your own, making money for you while you go off and do whatever else you like. To make this business work, you don’t need to go to the office. You don’t even need to get out of bed. What you sell, you make once… then sell it over and over again. 

You don’t need a warehouse to store what you sell. You don’t need to ship anything or pay anything to get your “product” made, packaged, or put on a shelf. In fact, once you get the business set up, you might not have to “look in” on it again… except for once in awhile, just to make sure it’s still humming smoothly along.

Your customers do all the work. They place the orders, pay you, and take delivery on their own. You just collect the income as it piles up. And even that, you don’t have to lift a finger for. The whole thing can be arranged so the sales you make file the income right into your bank account, automatically.

While you sleep, it’s working. While you’re on vacation, while you’re playing with the grandkids, while you’re doing just about anything else, this simple, easy-to-launch business is “doing” for you. And all you need to get it started is the expertise in any specialized field that you have probably already piled up during your lifetime.

Take Bob. He did this and it cost him about $175 to get this “business” off the ground. That turned into $20,727 in sales that he barely worked to collect. Now he’s just repeated the process and makes, on this kind of business alone, over $200K per year. It takes him about an hour or so per week to keep the income flowing. 

What’s the secret? I’m sure you’ve heard it before. But I’m guessing you never realized just how easy it can be to make it start working for you, too. Find out more by clicking here.

 

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Make the Most of It, Starting Now…

corkpopJohann Underwald was a Swiss math whiz. When I say “whiz” I mean he was smart. Very smart. Some called him “the next Albert Einstein.”

But one day, back in October 1999, Underwald and friends decided to go bungee jumping. Big deal, right? After all, despite all the hype, bungee jumping is a surprisingly low-casualty sport.

Unless that is you happen to be Underwald.

They scheduled their jump into a beautiful 250-foot gorge. But in what could only be remembered later as a head-smackingly stupid and hugely humbling development, it turned out that Underwald the highly respected math-whiz had erroneously measured out a cord of 300 feet.

Whoops.

Sometimes, it’s all too easy for your best intentions to… er… fall flat on their face.  Not because you weren’t excited enough from the outset. But because when it came to the execution, you failed to follow through on the details.

I’m sure you know what I mean, especially this time of year.

You start out your New Year with big ambitions, busting through the swinging saloon doors of the universe full of hope and promise. What happens next? Just a few months in, you let the unexpected get in the way. Out the window goes the diet. Up in flames goes the promise to quit smoking. The samba lessons, training for the marathon, learning to speak Mandarin? Forget about it. Come March or even February, you’ve slipped back into the same revolving groove. Before you know it, it’s December 31st all over again and you’re singing the same old song from years prior.

Which is why, this year, I want to suggest you get started in another way.

You may, indeed, have already made your resolutions. But before you let yourself slip completely under the surface in the wellspring of your good intentions, let’s step back for just a moment and take measure first.

Specifically, let’s spend a moment — at long last — examining a few of those bad habits that have torpedoed your resolutions in years prior. Even more specifically, since this is after all supposed to be a blog about copywriting, let’s take a closer look at the obstacles that could overwhelm you during your year of writing ahead… sound good?

So, one of the burdens we face when we set out on a new venture is the baggage we sometimes insist on dragging behind us. With that in mind, let’s start by asking… what’s your baggage?

I can’t even count for you, at this point, how many newbie copywriters I’ve worked with. But I can tell you that one of the most common early copywriting career burdens — and it’s even a hinderance for a few less-successful industry veterans — is pride in our own cleverness.

I think you know what I’m talking about. Instead of writing copy that persuades, they’d rather whip out their best puns, humor, and headline word play. Okay, yes. We all do it from time to time. But how often have you indulged, in the hopes that your own cleverness would make you and/or your client look smart? Fun as it might have been, did that preening act make your sales copy more effective… or less? Since not everybody is clever in the same way, most likely the answer is less.

So let’s say, this year, before you decide to do anything, decide to step away from all that. Instead, let’s make 2010 the “year of the customer.” Benefits, core emotional drivers, targeted offers they just can’t resist.

What else might be holding you back, year after year?

Let’s talk about procrastination. Nasty stuff, that. And an albatross ’round the neck of far too many. Think about it. Are you the type that feels “busy” when you log in to answer your email, first thing in the AM? Does your checklist start with the little things and save the big things for later? Do you ever find yourself, during the day, feeling sick or even kicking yourself because time has almost run out and you “haven’t gotten a thing done?”

If yes, most likely you’re frittering away the minutes at the expense of the hours, days, weeks, months, and — yes — limited years of your life. And there’s no time better to break that habit than immediately.

Of course, this applies to many more things than just your copywriting career. But let’s try a suggestion from copywriting great Gene Schwartz that might show you how to break that procrastination cycle.

It starts when you get yourself an egg timer. Got one? Good. Now, every morning, do NOTHING until you’ve put in at least 33 minutes working on the biggest and most important project on your docket. And by important, I mean the one that’s closest to putting income on your bottom line and earning you respect in the industry.

In other words, all the small, urgent stuff… the quick phone calls, the emails, the must-have daily meetings… gets pushed to the back of the list  It’s end of the day stuff. And that same time, you want to move your biggest projects — the ones you dread getting started on the most — right up to the front.

Now, with the help of your timer, you’re ready to start carving away huge self-satisfying chunks of that project. Try setting the timer six times in a row at the 33 minute mark. Take a five-minute break after the third session or even between sessions if you have to. And make it a rule from now on that this is how you’ll start every morning.

All told, that’s only 3.3 hours of work per morning. Even if you’re getting started at the leisurely hour of nine, you’d be done in plenty of time for lunch. Yet you’ll be amazed at how much better, more relaxed, and valuable you’ll feel having accomplished something bigger than just the routine stuff that used to waste so much of your first-thing energy. What’s more, you’ll now have the entire afternoon to come back to all of that stuff.

This process, by the way and with or without the timer, is called “inverting your agenda.”

You’ve probably heard the old story. If you want to fill a jar with sand, pebbles, and big stones… put in the big stones first, the pebbles next, then dump in the sand to fill spaces in between. Any other order, and you’ll never fit it all in.

On a related note, let’s talk laziness. Sloth.

Procrastination is often the busy work that looks frantic but gets you nowhere. But to stumble through life complacent is like committing that same kind of crime, times ten. Think about it. When you finally earn your tombstone, how would you feel if nobody had a clue what to carve upon it?

“He napped,” it could read.

At your funeral, what if your eulogy was dead air? What if nobody could remember anything important you’d ever done? What if you were to suddenly realize on your deathbed that you had just been “there” all your life, present but not accountable for much of anything except wasting oxygen?

There’s a joke “motivational poster” I’ve seen making the rounds online. It’s a picture of an empty toilet paper holder of the simple spring-action type. Balanced on top of the empty holder is a roll of already-started paper. Underneath, the de-motivational caption reads “Because somebody else will do it.”

Don’t let that be you, the one that rides up the mountain on somebody else’s back.

Look, even I know that if I’m going to sell you on an idea there’s no easier way for me to do that than… well… for me to make it sound easy to you, too. Yet, there’s no way around it — good results demand good effort. You’ve simply got to log the hours, do the work, make it happen. Or don’t bother.

It’s that simple.

Ask yourself, if you’re trying to start your career… have you really gotten on the mailing lists of prospective clients? Do you really read as many frequently seen direct response letters as you can? Have you really made the effort to get your first writing gig, even if that means starting locally, getting paid a little less in exchange for the experience and portfolio samples, or — yep — maybe even working on “spec?”

(“Spec” means “speculative,” where you’ll only get paid if your new client uses your stuff. Some don’t recommend it. But given that an uncertain payoff at the start seems to be a common thread even among the top copywriters I know, I say don’t knock it — as a last resort, it could be your best way in.)

If you’re already working at this career path, but you’re wondering why you still haven’t gotten yourself all that far, then you’ve got a new round of self-reflective questions to ask. For instance, sure you can produce copy… but is it the best copy you can produce? That is, are you really building a relentless succession of persuasive sales points… or are you  just writing something to fill space?

How deeply did you dig when you did the research? How hard have your really tried to understand the customer? Does that include time talking to customer service, reading product-related forum posts, or walking the floor at product-related conferences?

Likewise, how well do you really know the product you’re selling? How many of the past sales-letter controls have you read? “All of them” is the only right answer. How much time have you spent interviewing the product creator, staff members, and anybody else close to the core interest of whatever you’ve been hired to write about? Your notes can and often should exceed the length of your final sales piece at least once and as much as three times over.

Bottom line: The greats in any field, this one included, aren’t the natural-born geniuses. They’re the guys (and gals) that put in the hours, more so than anybody else. That’s it. That’s the ultimate success secret. And it’s not just the total amount of hours but the way in which those hours are budgeted.

You have got to get a sense of where in your time schedule you’re going to draw the biggest payoff. In writing copy for hire, the best service you offer — and therefore the one he’s paying you for most — is your ability to take a lot of unique and potentially complex value, and boil that down to the most essential, most persuasive promise that will appeal to the target customer.

You are, in effect, a translator.

And before you can translate anything, everybody knows you have to understand it first. So what’s the first thing you should do this year? I suggest budgeting about double the time you normally do to study the angles on everything you write about and everybody you’re writing to. Commit to knowing it as fully as it can be known, even before you write your first headline.

Because that’s how you find the unique selling angles nobody else has found before.

Do it right and this will take you less and less time with each project, especially if you win over clients for repeat business. With the added bonus being that, the more work you do for the same client, the more loyal that client becomes to your copywriting business — simply because you’re the one that knows the products and customer base the best.

This list, of course, could go on forever.

But if you just pay attention to these few obstacles now, you’ll be able to put together a much stronger “to do in 2010” plan than you’ve written out at the start of any year prior.

Because I think this is so important to your success, let me just bundle up some of these ideas in another way…

During the year, I teach at a few writing seminars. And I almost always come away surprised by two things. First, I’m impressed by the caliber of many of the students. You meet some sharp people at these events, including people who’ve done amazing things in other phases of their lives. Or who at least have great insights into the world and how it works.

Yet, here’s the second shocker I come across, and all too frequently: You just wouldn’t believe how many of these smart, otherwise-accomplished people then tell me “I’ve ordered that course on copywriting… but I haven’t had a chance to get started.” And then, in the same breath, ask me for recommendations on other courses or resources they can buy and — most likely — still not use!

I call it the exercise bicycle phenomenon.

I’ll bet you know how that goes. Full of ambition, you bust out and get yourself an exercise bike. You’ll be the Lance Armstrong of the indoor Tour de France, you tell yourself. A champion in your own private world. You’ll even put the bike in your bedroom, so as to remind you that it’s there for you to hop onto first thing every morning. The first day, you put the world’s fastest hamster to shame with your wheel spinning. The next morning, you huff through another few miles. Just a month or so later, though, you’re only using the thing as a towel rack. Sigh.

I see the same thing happen over and over again to these people I’m telling you about. They buy the course. They buy the books. They go to the seminars. They talk up their ambitions to everybody who listen. And then, almost without even noticing it themselves… they quit. They just stop getting started. End of story. Double sigh.

When I come across somebody in that boat, I tell them the same thing. I’ll repeat it for you here:  Studying this stuff is great. But getting started is what really matters. Do it any way you can. Make this year that year you’ll remember as the beginning of everything grand.

Easier said than done?

Well, of course. Isn’t everything worthwhile slave to that maxim?

But yet again, I’m going to throw a line to my old friend Michael Masterson, copywriting mentor extraordinaire, who has given lots of generous advice on how to transform long-term goals into d0-it-today specific and immediate steps.

It’s a simple but powerful philosophy Michael espouses. In short, work backward from where you want to be 20 years or even 10 years from now, and break it down by year… by month… by week. Tomorrow. Today.

The smaller and more specific the steps you identify, the better. At least until you’ve broken it all down into the manageable, checklist kinds of details. And then make it a habit to carefully review that specific list each morning and again each evening. Michael actually carries index cards in his pocket, pulls them out, and checks things off while puffing a cigar.

It’s the connection between long-term goals and short-term action that’s key, however. No throwaway events on that daily checklist, in other words. All are there because they’re clearly building to what’s bigger. In this way, Michael has cranked out nearly a dozen books, added millions to his personal fortune, attained high level status in martial arts training, and quite a bit more.

It works, if you’re willing. And it’s not new. Aristotle would have called it — and did — “habits of virtue.” It worked for him. It’s worked for Michael and millions of others. Surely it could work for me and you.

 

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Why I’m a Fool For Cupertino

apple.pngIt’s shameless, really, the way I dote. To some of my friends, it’s even downright embarrassing. Yes, I confess, I’m crazy for Cupertino — particularly the stuff that comes out of you-know-which-company.

The iPad and iPods, Macbooks, Minis, the Time Machine, the iMacs, the iSight and more — you name the Apple product, and it has passed through the halls of our home and/or extended family. Many of us are shareholders too.

Twice, I’ve even been contacted to write copy for Apple product launches (I would have loved to, but didn’t have the time in my schedule to work on what they needed done).

Why such devotion? If you’re in the same boat as I am, you “know” already. If not, you might think I’m a fool. Especially if you’re as skeptical as I usually am about the whole idea of “brand” marketing.

But here’s the thing, and I think it’s all worth noting for the sake of yours and my own marketing careers… Apple, like any other brand with clout, didn’t buy their following. They earned it. And they continue to do so.

Before you groan and roll eyes skyward, listen.

Less than 12 hours ago, my wife and I ordered a copy of an episode of the U.S. version of “The Office” from the iTunes store. It wasn’t the first time, but I accidentally clicked the link for the HD version instead of the Standard Version.

No big deal, except that it costs $1 more and has twice the file size. So I shot a note to Apple. In that short span, I got this reply:

Hi John,

I understand that the HD version of The Office episode, “Body Language” was purchased accidentally. I know you must be eager to have this taken care of. I am so sorry for any inconvenience this has caused. My name is John from the iTunes Store and I will do my best to help you.

John, I deeply apologize,but I was unable to locate your account based on the information that you supplied, Please reply back with the account name and the order number of the purchase.

Here is how to review your iTunes Store account’s purchase history, just follow the steps in this article:

Seeing your iTunes Store purchase history and order numbers
http://support.apple.com/kb/HT2727

Once I receive your email. I will do my best to credit you for the video.

Thank you so much for your understanding. I look forward to your reply.

Have a great day, John.

Sincerely,

John
iTunes Store Customer Support

Remember, this is over an issue worth $1. I’m tempted to just let them keep it, as long as they promise to more clearly mark the links — which, by the way, I’ll bet you they will.

The company definitely makes mistakes sometimes. And no, they won’t last forever. Who can forget, after all, their big lapse in quality, innovation, hipness, and share price back in the days of John Sculley as CEO.

But here’s what I think you want to notice… Apple does well right now not just because they hire the best copywriters, but because they make sure they offer the products and service that are an easy sell.

Much as I’m not a Windows fan, I acknowledge they did the same in their early days. They appear to be doing so again, with Windows 7. Or starting to, anyway. Google, too, earns their brand recognition with a great product and not just a great marketing team.

The list could probably go on.

From a professional copywriter’s perspective, the lesson here is simple. You want to write the best copy you can to make the best effort to sell, of course. But write it when you can for the companies that serve the customers they’re selling to.

Doing that alone could radically increase the success of your career.

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