Saved By The Bell.

In my last post, I commented about practicing your copywriting skills. I stated that, since it was summer, you could practice from a hammock beneath a shade tree. I fully intended to follow my own advice, but then…I made the mistake of telling my wife.

That, my friends, was not a smart move! Soon, I had an ever-growing list of “around-the-house” projects that needed to be done. To be honest, I’ve put some of them (maybe, most of them) off for quite a while. So, good husband that I am I set out to due my duty.

But…after a couple of days of being scratched, burned, bruised, and battered in 93-degree heat…it was time to take drastic action. I contacted a few clients, “just to stay in touch.”

That magic “save-me formula” kicked in. Activity breeds activity. One of my clients replied to my email asking me to call. She wanted to discuss a few projects that were coming up. I dialed her number so fast the phone was smoking.

We discussed the projects and I made some notes. Her next question was, “How soon can you get a proposal to me?” (“As soon as I put this rake away,” I thought to myself.)

I told her that it would be on her desk within three days along with an available start date. As I wheeled a cart full of tools back to the shed, I saw my wife watching from the window (in the air-conditioning). I pointed to the phone in my hand and mouthed “client call.” She shook her head and mouthed something through the window. If I were a lip-reader, I’d swear she said, “You are one lucky S.O.B.”

The Dog Days of Summer

I can’t decide if I really like this time of year…or hate it. I love the weather but the copywriting business really slows down. I’ve got a couple of regular clients that give me some work on a monthly basis, but none of the deadline driven, heart-pounding, gotta-get-it done work that you get the rest of the year.

In some ways it’s nice. Having a lot of free time to laze around and take it easy, but it also can get a bit boring. (Please don’t show my wife this blog. The honey-do list will come out faster than her credit card at a shoe sale.)

So what do you do if you’re a copywriter with time on your hands? The best thing to do is study your craft. Since it’s summer, some of that studying should be done from a hammock under a nice shade tree.

The truth is…if you want to get into the upper echelons of this business, you should always strive for improvement. Top guys like Gary Bencivenga, Dr. Joe Vitale, Clayton Makepeace, Bob Bly, and Michael Masterson didn’t get there by taking it easy. So…I guess I’ll write some practice letters.

As the man said when asked how to get to Carnegie Hall, “Practice, my friend, practice, and more practice.”

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!”

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.)