Copywriting – Page 43

Copywriting Notes – How To Get More Done

One of the biggest challenges for many copywriters is simply how to manage time effectively. It’s important, of course, because deadlines have to be met and if you’re working for yourself you can’t afford to waste time.

Working from home poses particular challenges because, well, it’s just too easy to get distracted.

So how do you overcome these challenges? Here’s a few things that I’ve found helpful.

Firstly, map out a plan and a schedule. Both for the medium term and the short term (by which I mean today). It’s amazing how much you can get done when you start the day with a very clear list of things to do.

For me, one of the very best time management strategies is one that is reputed to have come from consultant Ivy Lee.

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More Tips For Copywriters On Finding New Clients

I 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”

The 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

Welcome 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.”

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Copywriting Notes – More About Health And Fitness

Last 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.

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