“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.)

World’s Largest Hurricane Party

If you don’t live in hurricane alley, you’ve probably never heard of a “Hurricane Party.” if you do live in hurricane country, then you know what it is.

For you outsiders, I’ll explain it. What happens is…a hurricane forms and is tracked. As the news of its direction and landfall are predicted, a few idiots will get together and have a “Hurricane Party” to spit in the eye of nature. No one knows who held the first party, but there are stories of people who perished because they chose not to evacuate during these monster storms. (Alcohol is a big factor in these parties.)

I belong to a charity group who came up with the idea of hosting “The World’s Largest Hurricane Party” to raise money to help victims of hurricanes. We host this party on an annual basis.

The party is held PRIOR to the start of hurricane season (we’re no dummies) and attracts hundreds of people. There is live music, free food and beer (see what I mean about alcohol) plus games, raffles and drawings.

The best part is the fact that all goods are donated (including the bands) and all workers are volunteers. In other words, 100% of the money raised goes to charity.

So if your going to be in the Tampa Bay area in May, make plans to come out and party with some of the coolest people you’ll ever meet.

You can get tickets and information by going to www.kreweskare.org and signing up.

See ya’ there.

In Memory of Gary Halbert

I’m sure that by now everyone in the copywriting community is aware of the passing of Gary Halbert.

I didn’t know him except by reputation. But, as a member of the copywriter’s fraternity, I’m saddened whenever we lose one of the legends.

By all accounts, he was a great copywriter and a genuine person. To gain some insight into Gary, go to John Carlton’s blog at http://www.john-carlton.com/

He has written an eloquent tribute to his friend and mentor.

The unkindest cut of all.

We’re planning a surprise birthday party for my mother-in-law. The whole family has gotten involved and we’ve divided the chores and expense.

My sister-in-law and her husband are very busy with one kid in college and one in high school about to graduate. To top that off they care for my brother-in-law’s invalid mother.

When we divvy’ed up the duties, it was decided that they would handle the invitations, as they would be out of town during the time leading up to the party. The invitation that he designed did not meet with his wife’s (my sister-in-law’s) approval. To be honest it was creative but more suited to a children’s party.

We were asked for our input. Since I write for a living…I put all of my skills to bear on the project with help from my wife. We incorporated the theme of the decorations…”Aged to perfection!” into the invitation. It also included the caveat that this was a “very shrewd lady” so keep it a surprise.

We were told that it sounded too formal and that Mom might not like being referred to as shrewd. (Should I have said, “She’s not too bright, but let’s keep it a secret anyway, so she doesn’t catch on?”)

The upshot is that my wife is mad at her sister and I may have started a family feud.

First lesson learned: Always write at the 7th grade level or below. A college degree does not guarantee comprehension…or understanding of nuance. (Both of my in-laws have college degrees…my wife and I do not.)

Second lesson learned: Never ask family for a critique of your work. (On second thought…if they don’t get it, neither will your customer.)

Am I worried about my sister-in-law reading this post? Nah…if she didn’t understand “shrewd”, I guarantee she won’t understand nuance, comprehension, caveat, or any other words of more than one syllable.

P.S. If your degree is from the same school she went to…write and I’ll explain it to you.