Monday, July 23, 2007

Are You Ready For The Big Leagues?

Is it time for me to take a shot at the big leagues? I’m ready.

I received an email from AWAI’s Katie Yeakle requesting my biographical information. They’ve arranged to have the top AWAI copywriters and graphic artists listed in Target Marketing magazines “Who’s Charging What?” publication. We’ll be in the prestigious company of writers like Bob Bly, Clayton Makepeace, Krista Jones, and Monica Day.

The note came with this caveat. “If you don’t feel that you’re ready to try this…then don’t. Your name will go out to the top direct marketers in the industry. If you make a bad impression, you may never get another chance.” Scary stuff! It gave me pause for a moment. I don’t want to blow my chances at the ‘big time,” but then again, when will I get another opportunity like this?

I’ve been practicing my craft for about three years and have built up a nice selection of small clients. I’ve had some successes and a few failures. Most small clients don’t have the staff or budget to run a national campaign. The only way to find out if you have “the right stuff,” is to play in the big leagues. The only way you get to play in the big leagues is to take your shot when you get the chance.

I know I’ve got what it takes. Now I may get the chance to prove it. Realistically, I probably won’t get a shot at toppling a control right out of the chute…but if I get my foot in the door, I can show ‘em what I can do. As Michael Masterson says, “Ready, Fire, Aim!”

Hey…I’ve got the training, I’ve got the tools, and I’ve got the right attitude. As someone once said, “No Guts, No Glory!”

Thursday, July 12, 2007

Warning! Warning! Danger Will Robinson!

“I Majored in Journalism,” may be the scariest words you can hear a prospective client say. They’ve just given you notice that they are going to micro-manage your copy every step of the way. Now this is not true of every client…but when they emphasize it, it means that they wanted to make a living as a writer and never had the chance. They will try to live their dream vicariously through you.

There are a lot of people out there who think that copywriting is the same as any other writing project. T’aint so…but you’ll never convince a wannabe Hemingway of that. You will spend an inordinate amount of time explaining the reasoning behind each word, sentence, and paragraph. They will give you the old camel response (nodding their head and saying, “Hmmm.”) and change the copy anyway.

That wouldn’t be a problem if they were willing to accept the blame if the piece doesn’t work. Usually though, they’ll point to the copywriter and say it was your lack of skill. This problem is most prevalent with folks who’ve never worked with a copywriter.

Then, of course, you’ve got the tire kickers. They wanted to find out what you charge and have you write a sample. Then they will use those ideas to write their own piece and not use you at all.

I enjoy working with new clients who appreciate what I bring to the table. I also enjoy the give and take of ideas as we work through a project. I’m always willing to learn something new. I spend thousands of dollars a year on continuing education, just to get better at this business. Give me an old hand company who uses copywriters, any day. The knowledge gained working for them is invaluable.