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.

Oh, My God! The Pain…The Pain!!

Just kidding. I have been a little lax in posting lately. Suddenly, I’m on everyone’s dance card. The work is keeping me hopping (or writing.)

I did get a response to application for a “copy slave” position with Clayton Makepeace. (The fact that I’m writing this should tell you the answer. I’d be too busy, otherwise.) Actually, the response came from Wendy, his wife. She was very nice and said “at least I didn’t suck,” or words to that effect.

All joking aside, I did get a nice response from a classy lady. They asked to keep my letter on file in case they had an opening, or needed a freelancer. It is exactly what I’ve come to expect from their organization. (You’ll notice the kiss-up here. Hey! I AM a freelancer, after all.)

Was I disappointed? Yeah. Just a bit. But work has been coming in and I’ve been very busy and haven’t had time to dwell on it. I still want to meet Clayton someday and find out if he ever came into my old bar in Key West. (I threw out a lot of famous people.)

Come to think of it, I’m not disappointed at all. Can somebody get me some band-aids for my wrists?

No Guts, No Glory!

Sometimes you just have to go for it. I decided to apply for the position of “copy slave” with Clayton Makepeace.

What’s in it for me? For one thing, the chance to work with one of the greats in this industry. For another, a chance to become one of the greats in this industry.
Not to mention that it should be a lot of fun if I’m one of the chosen few…or should I say, the chosen one.

I haven’t felt like “the chosen one,” since my ex-wife’s lawyer served me with divorce papers. But that’s another story.

Here’s how it happened. I received the email and read it, as I’m sure did every copywriter on the planet. Then I assumed that I wouldn’t be eligible. (You know what they say about “assume.”) the more I thought about it, the more I decided to “go for it.”

First, I had to get permission from “The Crazy Cuban,” (my wife). That was easier than I expected. (I wonder if she wants me gone for a reason.)

Then I had to write the letter that will get me accepted. Let’s hope that I don’t get that “deer-in-the-headlights” look if I am chosen.

I’ll keep you posted.

“Such a deal, I have for you!”

Clayton Makepeace is advertising for a copy slave. I should be all over this.

What an opportunity. You get to move to B.F., North Carolina. You get to work for peanuts (or whatever it is they grow there.) You get to help increase the size of Clayton’s already formidable fortune, reputation and ego. And…to top it off, you’ll be the lowest person in the pecking order of the organization.

Such a deal!

Actually, this is a once-in-a-lifetime opportunity. Imagine, working with one of the legends in the business. Who cares if you’re working for chump change? The education is worth more than money. Unless your richer than Croesus, this deal can set you up for life. Just being able to say, “I worked with Clayton Makepeace,” will open doors normally would have been barred to you.

If you’re a young copywriter, jump at this opportunity. If I was a bit younger and didn’t have to explain my actions to “the crazy Cuban” (my wife), I’d be at his door and fighting off all challengers.

I’m a little long-in-the-tooth to be called a copy cub. I wonder if Clayton would consider a copy grizzled-ly? (Yes, I know grizzly is spelled wrong.)

Where The Rubber Meets The Road.

As a copywriter, you don’t always get to see how well your promo or package does.
If you do get to see results, it may be in general terms.

If it beats the current control, you’ll hear about it, and…if it bombs (heaven forbid) you may hear about that too.
Then again, you may just never get any work from that client or his friends ever again.

If you want a real education about launching a promotion, start your own business and write all of the copy associated with that start-up. If you plan to sell online, you can get almost instant feedback as to how well your copy sells.

I am involved with a start-up online company. I accepted a partnership in lieu of my standard copywriting fee.
Now, that sounds like a great deal (and as we get further along, it will be) but initially all of the revenue goes to build the business.
The scary part is when you start to advertise. Will the ads draw? Will the copy sell once they get to the site? Have we priced it properly for maximum profit?
It doesn’t take long for you to find out.

When we launched, I asked for feedback from a few friends.
Most of them said my copy was too long…nobody would read it.
Others said the website was too amateurish, people wouldn’t buy from a site like that.
Well, we’ve proven them wrong.
The site and the copy sells product. Could it be better? Sure! And as we make more money, we’ll upgrade.
In the meantime, we’re looking at economical ways to get our message out and drive people to our site.
I’ll continue to “tweak” the copy as we go.

If you want to see what the site and the copy looks like, go to www.integritea.com.
Tell me what you think. I’m a big boy...I can take it.

Reselling Your Services

I have an ongoing contract to write monthly newsletter articles for a client. As per an earlier conversation regarding the theme of the month, I wrote a series of articles for the next edition. Then, I ran into the person who is my contact in this organization. I mentioned that I had the articles written in time for her deadline. She said that she had written some articles herself and probably wouldn’t need my material.

My initial reaction was going to be to remind her that we had a contract and I would have to bill her for my time. Instead, I decided to take a less confrontational approach. (Always a good idea with a regular and pleasant-to-work-with client.)

Since she had not given me specific instructions to write these articles, I told her that I wouldn’t bill her for them unless she used them. I told her I would email them to her and let her look at them. If she chose to use them I would bill them, if not, I would wait for her direction for the next edition.

I emailed the articles and waited. When the newsletter came out, my articles were in it. It was followed by an email requesting some additional work on another matter. Since then, I’ve gotten a lot of work from another department in this same organization.

Occasionally, you’ll have a client that forgets the value that a professional writer brings to the table. At that point you can resell your abilities, or force them to honor the contract. If you’re good enough, your abilities SHOULD win the day. I’m glad I took this approach. If it hadn’t worked out, at least I wouldn’t have burned any bridges.

Under Pressure

It’s interesting how the mind works. I’ve been under a tight deadline and have more work than I really feel like doing.

I got up this morning after a very restless night and sure didn’t feel like working today. One of the joys of being self-employed is being able to take a day off when you want to. (Wanna bet?)

I worked on my new side business for a while, then spent some time on the phone with one of my partners and realized I was falling further behind.

I went out into the yard and started to do some exercises. (Not one of my favorite things, lately.)

When I came back in, I started to work and suddenly was reenergized. I knocked out my entire daily to-do list and got a good start on the rest of the week.

When I looked at the clock, 6 hours had passed. Amazing the way time flies when you’re in the zone.

Sometimes the planets just line up in your favor. We’ve even started to get a handle on this Google Adwords thing. (Maybe.)