Archive for June, 2008
More Tips For Copywriters On Finding New Clients
Posted by: | CommentsI mentioned recently that John Anghelache and Ryan Healy are in the prelaunch phase of a new programme designed to help copywriters get more clients (and make more money!). They’ve released 2 new videos. The first deals with a way to find all the prospective clients you’re ever likely to need. The second covers a contact letter that John has used to great effect (he gets a 40-75% response rate when he used this letter).
Well worth checking out the videos. The quick summary of the message is…
1) Go fishing where the fish are; and
2) Approach prospective clients using classic direct response principles.
Ace copywriter Michel Fortin lends a hand to John and Ryan in his latest blog post “How I Used My Forum As A Marketing Tool”. Michel talks in detail about the process he originally used (and still uses) to attract clients. This is an excellent description of an approach any copywriter can use to build their business. Despite the title of the post, you don’t actually need your own forum to apply these strategies.
At the end of the post, Michel mentions John Anghelache and Ryan Healy and also recommends their videos.
Finally, the incomparable Drayton Bird is involved with launching something called the “European Academy of Direct And Interactive Marketing”. On that site you can get a free (OK, you have to “opt-in” to their list) report called “How To Get A Better Job”. It’s short, but packed with great insights and advice from Drayton. It also includes a couple of excellent prospecting letters that you can swipe.
While I think of it, an excellent resource not just for copywriters but anyone looking for a new job or new clients is “Don’t Send A CV” (or “Resume” in some editions) by Jeffrey Fox. Takes a non-nonsense sales approach to the task (you’re the “product”, potential employers or clients are the “buyer’, why should they buy?) and provides plenty of practical advice.
New Copywriting Course – “The Ultimate Desktop Copy Coach”
Posted by: | CommentsThe new copywriting program based on the work and approach of master copywriter Clayton Makepeace has just been released.
I say “based on the work of Clayton Makepeace” because it’s not actually written by Clayton but by his associate Tony Flores.
Who the hell is Tony Flores, you ask? Well, Tony is a copywriter who went to work for Clayton and also became the editor of “The Screaming Eagle” newsletter (part of Clayton’s “Easywriters” membership programme). As a result he got to understand Clayton’s approach in depth.
The new programme is called “The Ultimate Desktop Copy Coach” and it’s based on material originally presented in “The Screaming Eagle” newsletter. I don’t have the new programme but I do have most of the original material from which it’s drawn.
Based on that, plus going through the sales letter for the new programme in some depth, I’d say that this is a programme well worth having a look at. Tony Flores definitely has a skill for breaking down the components of the copywriting process and explaining them in detail so that they are easy to do yourself.
Plus, he has expanded the original material and put it into an easy to follow and comprehensive guide to creating winning copy.
As you’d expect, there’s a ton of valuable bonuses and extras included. There are some video critiques from Clayton that I already have (and paid around $350 for from memory) that are outstanding.
One thing to keep in mind is that Clayton writes mainly for the traditional direct mail houses so the course is heavily slanted towards those kind of traditional direct mail packages. However, the material is easily adapted to other channels (such as the internet).
All in all, if you’re new or relatively new and want a comprehensive course to writing great copy, this is well worth taking a look at. If you’re an experienced writer and don’t already have Clayton’s programmes, this is a great resource to have in your library.
The official launch was last Friday (June 27) and there’s an introductory offer available until July 15. The programme isn’t cheap (the introductory price is $897) but it’s very competitively priced compared to other comparable quality courses on the market.
Here’s where you can get more details about “The Ultimate Desktop Copy Coach”. (No, this isn’t an affiliate link! I just think this is something you worth knowing about!)
“Scientific Advertising In The 21st Century” – Part 4
Posted by: | CommentsWelcome to Part 4 of this series “Scientific Advertising In The 21st Century”.
“Mail Order Advertising – What It Teaches” is the fourth chapter in the classic book by copywriter Claude Hopkins.
And again it goes to the heart of what Hopkins saw as key to success in advertising. Testing, tracking and measuring so that advertising is accountable.
“The severest test of an advertising man is in selling goods by mail…There cost and result are immediately apparent…The advertising is profitable or it is not, clearly on the face of returns. Figures which do not lie tell one at once the merits of an ad.”
Copywriting Notes – More About Health And Fitness
Posted by: | CommentsLast week I talked about some general health and fitness tips for copywriters. This week I’m going to mention a few resources that I’ve found helpful.
One of the biggest health risks for a copywriter, particularly if you work from home, is an overly sedentary lifestyle. This can have all sorts of undesirable consequences, not least of which is lower back problems.
The solution to this is to have a regular exercise programme. Doesn’t really matter what it is as long as it’s something you enjoy and you’re going to stick with.
Oh, and make sure you have a decent chair in your office.
A good general exercise programme is set out in Matt Furey’s “Combat Conditioning”. Don’t be put off by the macho title, it’s a good programme for anyone.
Pete Egoscue’s books “Pain Free” and “Pain Free At Your PC” are excellent for both prevention and recovery from postural problems.
The all round absolutely best health and fitness programme I have ever come across is something called “The Spartan Health Programme” by an Australian guy called Anthony Bova. OK, this is billed as a “hardcore” programme and it’s definitely presented in a “macho” fashion. However, it’s very adaptable (there are core principles to follow and how “extreme” you want to get is up to you), very common sense and simple. Note I said “simple” not necessarily “easy”!
For diet and general nutrition, “Spartan Health” (eat lots of fruit and vegetables, high quality protein, easy on carbs and cut out junk) or “Eat Drink And Be Healthy” by Walter Willett.
I’m a big believer in nutritional supplements and the evidence over the years has become very strongly in favour. Even the medical establishment in the USA has, finally, grudgingly, conceded that pretty much everyone would benefit from taking a multi-vitamin every day.
You don’t have to go over the top with supplements (like I do!) but as a basic regime I’d suggest a good quality multi-vitamin and fish oil (Omega 3). Buy good quality products. Yes, you’ll pay more but this is your health we’re talking about. I mentioned Dr Dave Woynarowski previously. His products are excellent (“Dr Dave’s Best”). I also use products from USANA Health Sciences.
Finally, as a writer you may feel or have decided that you need certain stimulants to work effectively. I’m talking mainly here about things like coffee, colas or maybe energy drinks. In moderation, these things are OK. I’ve mentioned my morning trip to Starbucks before! However, note the “moderation”!
That’s it! I don’t want to be a “health bore” but it’s important to look after yourself. After all, it’s hard to do great work as a copywriter if you’ve got no energy or you’re sick all the time. Eat sensibly and exercise regularly.
Copywriters – You’re Not Selling CDs (Or Whatever…)
Posted by: | CommentsA short video from John Carlton’s “Copywriting Checklist” series.
It’s titled “The Nitty-Gritty” and the point it’s making is that the features of the product are not what you’re selling.
It’s what the customer will get from the product (the benefits) PLUS how they will FEEL about it when they have those benefits.
The Genius Of Copywriter John Carlton
Posted by: | CommentsI have just finished reading an amazing post by copywriter John Carlton.
The genius of the man just left me stunned. Stopped me in my tracks.
It was like the scene in the movie “Apocalypse Now” where Kurtz tells of the time when an insight hit him like a “diamond through his skull” (or something like that!).
The post is titled “Shutting People Up”.
It seems to be all about cars.
And it’s a fun, entertaining and lively read as John talks about sports cars and his “Miata” and why he loves it so much.
Then, right at the end, comes this…
“That glimmer… is the recognition that, through my story, they felt the raw heat of honest passion and affection coming off me. I’ve had guys who don’t even allow words like “passion” into their vocabulary admit that, around me, they understand how cool the car kinda is.
They’re not gonna rush out and buy one, of course.
But they do shut up. And consider a whole new and unexpected line of thought, contrary to their prior stance.”
…with the lesson…
“The memories that sustain most folks are too vague to be translated as meaningful stories. When you learn to put your feelings and thoughts and graphic detail into a tale — about anything — you possess a power to sway emotion and influence people.
As the Zen master once said… to become eloquent, you must first learn to shut up.
You actually do people a favor by crushing the thoughtless, meandering babble occupying their brains… and bringing new things into focus with a story that makes sense to their heart, as well as their head.
Something to think about, in your quest to learn the art of persuasion.”
Read the whole thing.
Me? I’m going through my swipe file of John Carlton letters to find examples of where he has used this.
Copywriting Video – The Power Of The Big Promise
Posted by: | CommentsHere’s the next in John Carlton’s “Copywriting Checklist” series, talking about the need for a “Huge Promise” in your copy.
There’s an interesting psychological point here. You need to have a big promise but it needs to be believable to your audience. And not just believable in the sense that it seems possible but that it must seem possible to your audience that they can achieve it.
For that reason, you need to judge carefully how big to make the promise. There’s a famous example of an advertisement for sales people where the response increased when the potential money on offer was reduced. Even though the potential earnings genuinely were much higher, the smaller amount was much more believable to the audience.
Enjoy the video!
Some Direct Response Marketing Lessons From Big Brands
Posted by: | CommentsI know that we in Direct Response Marketing prefer not to talk too much about “branding”, but there are a couple of recent news items that I think have some useful lessons.
Firstly, Apple Computer recently opened the first proper “Apple Store” in Australia to scenes of chaos and pandemonium (“CBD Chaos As Apple Store Opens”). Amazingly, some people had waited over 30 hours just so they could say they were in among the first people to visit the store! (OK, they got a free T-shirt as well!) Such is the devotion of some people to the Apple brand.
Now, I’m not a particular fan of Apple, although I’m impressed with a number of their products. For example, I’ve switched to using “Safari” as my main web browser. But they must be doing something right to create such raving fans. Steve Jobs has a lot to do with it, obviously. The company has always had a very distinct position and they have created some great, and very cool, products.
Next, I recently mentioned the Reader’s Digest poll of “Australia’s Most Trusted People”. Well, they also have a poll of “Australia’s Most Trusted Brands”. The overall winner? Cadbury Chocolates. Other category winners include Sony (Electronics), Toyota (Cars), Bunnings Warehouse (Retail) and LG (Whitegoods).
Toyota is no great surprise to me. I think they are just a fantastic company and a great example of the power of focus and concentrating on the basics. While the US automakers have lost their way, Toyota has just got on with making good cars at a great price. As a result they are poised to become the world’s #1 car company (and they’re already far and away the most valuable company by market value).
LG, on the other hand, is more of a surprise. But again, just goes to show what a relatively new company with a relatively “unfashionable” background can achieve.
The keys to the success of these brands, according to social commentator Bernard Salt, is…
“…trusted brands have an emotional connection…promote a feeling of value, market leadership, ease and high quality.”
Note the emphasis on feelings.
So what can we as Direct Response Marketers learn from this? Well, although it’s not given much emphasis, the reality is that you are in the business of creating a brand for yourself. Perhaps more accurately, you’re in the business of creating a relationship with your customers. There are many elements that go into building that relationship but some of the important factors are the same as those mentioned as being important to brands.
Brands are also about trust, something else that I mentioned recently. In essence, brands are a promise to the customer about the kind of experience they can expect.
So, although you probably don’t have the big advertising budgets of the big brands, there are many things you can do to build a relationship with your customers and build your own “brand” in their eyes. Combine a strong relationship with the power of Direct Response methods and you have a recipe for success.
Roundup Of Copywriting News And Events
Posted by: | CommentsQuite a few things going on in the world of copywriting at the moment.
Firstly, Clayton Makepeace and Tony Flores have released a new report called “The #1 Way To Electrify Your Ads”. It’s part of the launch campaign for a new copywriting program that’s due to be released next week.
The report is all about the power of colloquial words, phrases and speech and how, used correctly, they will add power to your copy. This isn’t an especially new insight of course. One of my most prized copy resources is John Carlton’s “Power Words” report. It’s really drawing on Robert Collier’s idea of “Entering the conversation in your prospect’s mind.”
Having said that, the report is well done and it’s a good resource to have in your copywriting toolkit.
Next, John Anghelache and Ryan Healy have a video up dealing with some of the most common questions they get about how to get clients and build a business as a freelance copywriter. Again this is part of a launch campaign.
John used to have a course available called “Copywriter Profits”. I’ve got that course and it’s one of the best courses of it’s type. One of the few, in fact, that really gives you hands on, practical advice about how to get work as a freelance copywriter.
So, highly recommend checking out the video which you can find here.
Thirdly, David Garfinkel has a new post up on his blog called “An Appreciation For Tim Russert – And What His Legacy Means For Copywriters And Other Marketers”. Always worth reading what David has to say and this post ties in with my recent comments about credibility and trust.
Finally, my good mate Pete Godfrey is about to launch his copywriting “Master Class 3.0″ event. This looks like it’s going to be big. Should be more details available soon.
Copywriting Notes – Fitness Tips For Copywriters
Posted by: | CommentsFitness tips? Yup, fitness tips for copywriters!
Health and fitness is obviously important for everyone. That’s why it such a huge market segment. But it’s particularly important, I think, for copywriters.
That’s because as a copywriter you are in an inherently stressful business. I mentioned in an earlier post that in Direct Response you’re in the realm of “Objective Reality”. There’s no hiding place. Either you get results or you don’t.
Also, writing effective copy demands energy and focus. I hope this doesn’t sound self-pitying(!) but people who don’t write copy don’t understand the work and the effort involved. It’s hard to write effective copy if you’ve got no energy or if you’re unwell.
So, it’s important to stay in shape and be healthy.
Top copywriters agree with me. Here’s what John Carlton had to say in a comment on his blog recently…
“I’m a firm believer in massage (been getting 1-1/2 hours of it a week for twenty years) and chiropractic (on an as-needed basis) and working out (twice a week). I urge my freelance students to follow this regimen, too.”
And when I attended David Garfinkel’s “Breakthrough Copywriting” workshop, there were a number of sessions on health and maintaining your energy levels (…and yes, there were many discussion sessions in the bar as well!).
In fact, while I remember, if you are interested in nutritional supplements, check out Dr. Dave Woynarowski’s range of products at “Dr Dave’s Best”. I met Dr.Dave at “Breakthrough Copywriting” and I can recommend his products (in particular, the Fish Oil and his “Instant Brain Power”).
You know, this might all sound like “Motherhood And Apple Pie” stuff but it’s all too easy to overlook this kind of thing. Particularly if you’re a freelance copywriter working from home, as I know from my own, somewhat painful, experience.
When I first started working from home, I thought that I would have plenty of time to exercise and stay in shape and that pretty soon I’d be in peak condition. The reality turned out differently! I quickly fell into the routine of getting up, turning the computer on straight away and starting work pretty much immediately. Before I knew it, lunchtime had arrived and I still hadn’t showered or had breakfast!
Within a few months, I’d piled on weight and was not in good shape. I then ended up doing a lot of travelling overseas to seminars. When I got back I was pretty washed out and to make matters worse an old back problem had flared up again, necessitating several months of treatment.
Things had to change! So, the very first thing I did was start going out for a walk first thing in the morning. That way, I made sure of doing some exercise every day and got out of the apartment. In addition, I simply started doing more of what I knew I should be doing (better diet and more exercise) and less of what I shouldn’t (less coffee and fewer croissants in the morning!)
You know, I’ve got tons of books on diet, nutrition and health. There are variations, of course, but they pretty much all end up saying the same things. Eat sensibly and exercise regularly. So, find something that works for you and stick with it. It will pay off in boosting your productivity and making you more successful as a copywriter.
