It’s Still The Same “Old” Story

Most of us have a tendency to make certain assumptions about different groups of people.
For instance, what are your assumptions when it comes to the elderly?

I recently had an insight into the thought processes of our senior population.
An 80-year old woman is quitting her job, because they are moving the location.
She picked her last day so as not to coincide with the retirement of another 80-year old woman in the same organization.
The other woman is, in her words–“a b*tch and I don’t want to be associated with her.”

After hearing that, I realized that the emotions that drive all of us do not diminish with age.
In some cases they fester for years and become even stronger.

I belong to an organization that has several senior members in their 70’s, 80’s, and 90’s.
Their blood runs just as hot on certain topics as does the emotions of the younger members.

As marketers, we need to remember that the elderly are just as emotion driven as the rest of us.
They have the same vanities, wants, needs, and fears as all of us.
Don’t discount emotion (think of the seven deadly sins) when you target your marketing to that group.

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!”

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.