(With apologies to The Beatles)
The call came in about 3 weeks ago. “Hey, Lou. I saw your ad and was wondering…”
He explained his business, his needs, and said that he’d never worked with a copywriter before. (That should have been my first red flag.) He told me what he wanted and I offered to do a small sample to see if that was the direction he wanted to go.
Suddenly I was inundated with emails. “I need this rewritten.” “Can you write this for me?” including his lists of the top words that copywriters should use. (So, now he’s an expert?) “Easy there,” I thought and sent an email suggesting that we meet and work out the details of an agreement.
Sudden silence! Followed a day later by a curt email saying that he had to meet with his partner first.
I went on about my business, writing for existing clients and forgot all about it. Then, late, last Friday afternoon, I got another phone call from him.
“Hi, Lou. How much would you charge to write a one-page email?” (It had nothing to do with the business we had discussed before.) I quoted him my standard rate. He said that it was a rush and would double my fee if he could get it by Monday.
I wrote it and emailed the copy on Sunday. (Without a signed contract…a rookie mistake.) He emailed back saying that it was great work. Could he pay me by credit card? Then…it got interesting.
…to be continued…
Friday, March 23, 2007
Sunday, March 18, 2007
Everyone’s A Writer
The first thing you learn in the copywriting business is that everyone’s a writer. And… they all think they’re good. Some of them are…but most are not. Some…should never be allowed to hold a pen in their “hot little hands.”
You’ll meet some who like to “bloviate” in print, thinking that everyone will be impressed with their command of the English language. (They won’t.) There will be others who treat English like it’s not their native tongue.
Oft times when you write for a large organization your copy passes through many hands. Each of those hands is just twitching to “tweak” your copy, so they can impress someone up the line. The version that lands on the desk of the final decision maker will be entirely different from what you wrote. You might not even recognize it. (This happened to me. If it hadn’t been for the title, I would not have known I wrote it.)
The easiest way to avoid this is to involve all decision makers right from the beginning of the project. Explain what you’re going to write and why. Let them know that this is writing in a “conversational tone” and is designed to be read, not to be grammatically correct.
Once they know where you are going, it’s easier for them to understand what you are trying to do.
Keep all parties in the loop. Email copies to everyone, even when you make changes. When they want changes that go against all the rules of sales copy…make them. Make them cheerfully, but explain (in a nice way) why you’re against it.
If the copy gets results even with their changes…be humble. Thank them for showing you a new way of doing things. If it bombs, be considerate and helpful. Resist the urge to say, “I told you so.”
Finally…let it go and be happy, knowing you’ve done your very best.
You’ll meet some who like to “bloviate” in print, thinking that everyone will be impressed with their command of the English language. (They won’t.) There will be others who treat English like it’s not their native tongue.
Oft times when you write for a large organization your copy passes through many hands. Each of those hands is just twitching to “tweak” your copy, so they can impress someone up the line. The version that lands on the desk of the final decision maker will be entirely different from what you wrote. You might not even recognize it. (This happened to me. If it hadn’t been for the title, I would not have known I wrote it.)
The easiest way to avoid this is to involve all decision makers right from the beginning of the project. Explain what you’re going to write and why. Let them know that this is writing in a “conversational tone” and is designed to be read, not to be grammatically correct.
Once they know where you are going, it’s easier for them to understand what you are trying to do.
Keep all parties in the loop. Email copies to everyone, even when you make changes. When they want changes that go against all the rules of sales copy…make them. Make them cheerfully, but explain (in a nice way) why you’re against it.
If the copy gets results even with their changes…be humble. Thank them for showing you a new way of doing things. If it bombs, be considerate and helpful. Resist the urge to say, “I told you so.”
Finally…let it go and be happy, knowing you’ve done your very best.
Thursday, March 15, 2007
A Rental Truck Copywriting Lesson
My wife’s company is replacing most of their office furniture. I was volunteered (shanghaied) to help remove and store the old furniture. It will be done in phases and involves renting a truck on several different occasions.
On our first foray into the truck rental experience…the service was terrible. This is a national company whose name is instantly recognizable. (They use an orange and white color scheme.)The truck barely ran, was dirty, and the extra equipment we ordered wasn’t inside. (Luckily, I looked before we left.) The staff acted as though we were an intrusion on their day. The young man who was to check me out on the truck was busy on his cell phone. It must have been very important because he gestured in the direction of this sputtering, filthy beast and nodded that tit was ready for me.
Our next experience was with a competitor and the difference in service was like the difference between night and day. (This company’s name rhymes with Snyder.) The service, the people, and the vehicle were all first rate. Guess who’ll get the rest of our business?
This experience got me to thinking about the customer service we copywriters provide to our clients. Given two copywriters of equal ability, who do you think the client will give his business to? The Prima Donna who is hard to work with…or the guy who is willing to compromise and become part of the team. You need a big ego to succeed in the copywriting business. But it should be tempered with a generous dollop of humility.
On our first foray into the truck rental experience…the service was terrible. This is a national company whose name is instantly recognizable. (They use an orange and white color scheme.)The truck barely ran, was dirty, and the extra equipment we ordered wasn’t inside. (Luckily, I looked before we left.) The staff acted as though we were an intrusion on their day. The young man who was to check me out on the truck was busy on his cell phone. It must have been very important because he gestured in the direction of this sputtering, filthy beast and nodded that tit was ready for me.
Our next experience was with a competitor and the difference in service was like the difference between night and day. (This company’s name rhymes with Snyder.) The service, the people, and the vehicle were all first rate. Guess who’ll get the rest of our business?
This experience got me to thinking about the customer service we copywriters provide to our clients. Given two copywriters of equal ability, who do you think the client will give his business to? The Prima Donna who is hard to work with…or the guy who is willing to compromise and become part of the team. You need a big ego to succeed in the copywriting business. But it should be tempered with a generous dollop of humility.
Monday, March 12, 2007
Give This "Boob" A Hand
Today’s post is about a very important topic…but it’s not related to copywriting. The maestro, Clayton Makepeace, has started an online auction to raise money to fight breast cancer. He’ll match all money raised up to $10,000. To bid in the auction go to http://cgi.ebay.com/ws/eBayISAPI.dll?ViewItem&item=200086917526
Let’s give Clayton a hand.
One of our own is battling breast cancer right now. Her name is Sylvie Fortin, CEO of http://www.workaholic4hire.com/ and wife of well-known copywriter Michel Fortin. Sylvie has started a blog to document her battle and ultimate victory over this dread disease. You can track her progress by going to http://www.breastcancervictory.com/
All of us have women in our lives that we dearly love. (I have a wife, sisters, a daughter and four granddaughters.) Think of them when you go to these sites. Do what you can to help. It’ll give you some warm fuzzies if nothing else.
If the bidding on Ebay is too steep, go to Sylvie’s blog for links to donate to a great cause.
Sorry about the “boob” comment, Clayton.
Let’s give Clayton a hand.
One of our own is battling breast cancer right now. Her name is Sylvie Fortin, CEO of http://www.workaholic4hire.com/ and wife of well-known copywriter Michel Fortin. Sylvie has started a blog to document her battle and ultimate victory over this dread disease. You can track her progress by going to http://www.breastcancervictory.com/
All of us have women in our lives that we dearly love. (I have a wife, sisters, a daughter and four granddaughters.) Think of them when you go to these sites. Do what you can to help. It’ll give you some warm fuzzies if nothing else.
If the bidding on Ebay is too steep, go to Sylvie’s blog for links to donate to a great cause.
Sorry about the “boob” comment, Clayton.
Saturday, March 10, 2007
A Tantrum As A Selling Tool?
If you want to be a copywriter…you’d better learn salesmanship. After all, copywriting is simply salesmanship in print. A common complaint in many of the forums is, “I’m not a salesman.” Sorry Sparky, but that’s just pure, unadulterated crap…and you know it. As a species, we are born salesmen. You started selling as soon as you were old enough to express your wants.
Making a sale is just moving people to your way of thinking. You threw a tantrum when you didn’t get your way. Then you tried whining, pouting, and crying. After awhile you realize that these methods don’t work and you start to learn the subtle art of persuasion.
Think about when you used the simplest form of sales…the bribe. You told your sister, “If you wash the dishes for me so I can go play baseball…I’ll clean your room for a week.” Sometimes it worked and sometimes it didn’t. (And, if you had a sister like mine…you were held to cleaning standards that a NASA scientist would have envied.) It wasn’t sleazy or unethical. It was simply a matter of trading something of value for something of value. Every party to the agreement got what they wanted.
People buy because they “want” things. If they only bought what they “needed”…then all sales would only involve food, shelter, and basic clothing. Your job as a copywriter is to get them to buy what they’ve subconsciously decided they already want.
Now, you can throw a tantrum…but I don’t recommend it. Or…you can use that mighty pen and your unique powers of persuasion to help them gain that feeling of _________ that your product will give them.
Making a sale is just moving people to your way of thinking. You threw a tantrum when you didn’t get your way. Then you tried whining, pouting, and crying. After awhile you realize that these methods don’t work and you start to learn the subtle art of persuasion.
Think about when you used the simplest form of sales…the bribe. You told your sister, “If you wash the dishes for me so I can go play baseball…I’ll clean your room for a week.” Sometimes it worked and sometimes it didn’t. (And, if you had a sister like mine…you were held to cleaning standards that a NASA scientist would have envied.) It wasn’t sleazy or unethical. It was simply a matter of trading something of value for something of value. Every party to the agreement got what they wanted.
People buy because they “want” things. If they only bought what they “needed”…then all sales would only involve food, shelter, and basic clothing. Your job as a copywriter is to get them to buy what they’ve subconsciously decided they already want.
Now, you can throw a tantrum…but I don’t recommend it. Or…you can use that mighty pen and your unique powers of persuasion to help them gain that feeling of _________ that your product will give them.
Wednesday, March 7, 2007
Has She Been Demoted?
Elections for Tampa (FL.) City Council were held yesterday and one of our own has gone over to the dark side. Mary Mulhern defeated 8-year council member Shawn Harrison…who raised four-times as much money. Mary is a graphic designer and copywriter by profession.
One question that comes to mind is, “If she was a good copywriter…why couldn’t she raise more money?” But, then again, she did win the election.
Why would anyone leave a wonderful profession like copywriting to pursue a career in politics? People actually like copywriters.
Is this a case of a good copywriter gone bad? Will she have to be retrained to use weasel words and double-speak?
Or…will we finally get straight talk from a politician?
One question that comes to mind is, “If she was a good copywriter…why couldn’t she raise more money?” But, then again, she did win the election.
Why would anyone leave a wonderful profession like copywriting to pursue a career in politics? People actually like copywriters.
Is this a case of a good copywriter gone bad? Will she have to be retrained to use weasel words and double-speak?
Or…will we finally get straight talk from a politician?
Sunday, March 4, 2007
Get A Job You Hate
There’s a lot of talk on the web about Clayton Makepeace’s recent newsletter. He points out that you probably won’t make six figures in your first year as a copywriter. He was referring to a lot of the programs that tout changing careers and making a fortune. All this while sitting on your butt watching the sun come up. He was absolutely right. If you’re too dumb to realize this then maybe you’re in the wrong business.
I’ve read a lot of whining about AWAI’s Six Figure Copywriting Course and the way they market their program. (http://www.awaionline.com/) If you bought this course (I did) and didn’t realize after the first lesson that there would be a lot of work involved…then you should have spent your money on lottery tickets. AWAI (American Writer’s and Artist’s Institute) is very specific about refunding your money if the program isn’t for you.
There are many AWAI graduates who have moved into the big-time. The two most recent that come to mind are Monica Day and Krista Jones. Of course they didn’t hit six figures in the first year…and they worked their butts off to get there. Both of them are still coming to grips with the lifestyle of an entrepreneur. They talk about it in their newsletter, “The Copy Protégé.” You can subscribe at http://www.thecopyprotege.com/ . If you are seriously considering copywriting as a career, read the archives. You’ll find that they routinely work 60 or more hours a week to make the big money. Nearly all entrepreneurs do.
The folks who make it big in this, or any other profession, are the ones who never quit. People like Clayton Makepeace, Bob Bly, Peter Bowerman, all have a certain trait that is required to get into the big leagues. It’s called “gumption” (how’s that for an old-fashioned word). And if you don’t have it…well, Sparky, you ain’t gonna make it.
Clayton is dead-on that it takes a lot of work to get to the top. So, if you’re not self-motivated…get a job you hate. That oughtta do it!
FYI…I’m not at six figures yet, but I will be…and I’m enjoying the journey.
I’ve read a lot of whining about AWAI’s Six Figure Copywriting Course and the way they market their program. (http://www.awaionline.com/) If you bought this course (I did) and didn’t realize after the first lesson that there would be a lot of work involved…then you should have spent your money on lottery tickets. AWAI (American Writer’s and Artist’s Institute) is very specific about refunding your money if the program isn’t for you.
There are many AWAI graduates who have moved into the big-time. The two most recent that come to mind are Monica Day and Krista Jones. Of course they didn’t hit six figures in the first year…and they worked their butts off to get there. Both of them are still coming to grips with the lifestyle of an entrepreneur. They talk about it in their newsletter, “The Copy Protégé.” You can subscribe at http://www.thecopyprotege.com/ . If you are seriously considering copywriting as a career, read the archives. You’ll find that they routinely work 60 or more hours a week to make the big money. Nearly all entrepreneurs do.
The folks who make it big in this, or any other profession, are the ones who never quit. People like Clayton Makepeace, Bob Bly, Peter Bowerman, all have a certain trait that is required to get into the big leagues. It’s called “gumption” (how’s that for an old-fashioned word). And if you don’t have it…well, Sparky, you ain’t gonna make it.
Clayton is dead-on that it takes a lot of work to get to the top. So, if you’re not self-motivated…get a job you hate. That oughtta do it!
FYI…I’m not at six figures yet, but I will be…and I’m enjoying the journey.
Friday, March 2, 2007
Love and the Proper Copywriter
One of the first things you learn as a copywriter is to know your prospect. You’re told to form a mental image of that person and speak directly to them in your copy. You strive for a tone of friendliness and trust. You want to come across as the guy next door or a trusted advisor. You have to do all this in a conversational tone on paper.
So what’s love got to do with it?
Think back to a time in your life when you first fell in love. You spent hours composing love letters in an effort to win the heart of your beloved.
Each little nuance in those letters was designed to move the object of your affection to the next step. Every word was designed to move the relationship to the next level.
When you write copy you have to put the same intensity into the words you choose. You have to “fall in love” with your prospect and your product. If you can do that, your copy will blow the doors off of the competition.
I wrote a fundraising letter for a charity in Colombia that is not well known in the U.S. The client gave me a lot of material to work with, including a picture of a little girl named Angelica. As I did the research, I began to fall in love with Angelica although I’d never met her. Her story became the basis for my letter.
This letter was mailed to a cold list and drew a healthy 3% response. The mailing agency has since given me a lot more fundraising work due to that effort. A copy of the letter can be seen on my website at http://www.louschuyler.com/ . It’s titled “Bad Men Killed My Daddy.”
So what’s love got to do with it?
Think back to a time in your life when you first fell in love. You spent hours composing love letters in an effort to win the heart of your beloved.
Each little nuance in those letters was designed to move the object of your affection to the next step. Every word was designed to move the relationship to the next level.
When you write copy you have to put the same intensity into the words you choose. You have to “fall in love” with your prospect and your product. If you can do that, your copy will blow the doors off of the competition.
I wrote a fundraising letter for a charity in Colombia that is not well known in the U.S. The client gave me a lot of material to work with, including a picture of a little girl named Angelica. As I did the research, I began to fall in love with Angelica although I’d never met her. Her story became the basis for my letter.
This letter was mailed to a cold list and drew a healthy 3% response. The mailing agency has since given me a lot more fundraising work due to that effort. A copy of the letter can be seen on my website at http://www.louschuyler.com/ . It’s titled “Bad Men Killed My Daddy.”
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