March 2009

Ok, right now, I need to confess...

The client's belief you have to be a black writer to identify with the black marketplace is in my professional and personal opinion...

... pure HORSE PUCKY!

Here's proof: You've probably heard of ESSENCE magazine - the magazine for today's black woman. Well, what you may not know is the copywriter who held multi-year controls for that publication is a 60+ year-old, mild-tempered, WHITE guy!

Another proof: My mentor, Clayton Makepeace created a kick-butt control and launched a health revolution in the women's alternative health field. Is he a 40+ year-old peri-menopausal woman?

If so, he's a real UGLY gal!

Here's the real truth: "You don't have to BE your market...You have to KNOW your market."

The majority of the people I write to are 60+year-old white guys with serious health concerns.

Do you think they care that a girl of mixed ancestry wrote the copy? No!

They bought the products because I delivered sales promises that solved their immediate health problems!

Sorry... I digress... now where was I? Oh yeah...

The secret to getting and keeping good clients!

By the way, not only did I land that first copywriting job - but my package beat the pants off the current control!

What's more, the previous control was written by a very successful, white, MALE copywriter. I felt great and my self-esteem shot through the roof!

Now, I had a story to share with other prospective clients! Before that first job, when a potential client asked me for samples - I didn't have any.

Now I can tell them, "Sure, let me send you my latest control..." Who cares if it was my ONLY control!

That first job quickly opened the door for me to write for other smaller clients. And eventually I had enough experience and successes to knock on the doors of the "Big Dogs" - Healthy Directions... Soundview... Health Resources... True Health... Boardroom...
Rodale... Weiss, etc...

So learn these 5 lessons from my humble beginnings...

#1: Network! I didn't get my first assignment on my own. It was a list broker from a previous job that ultimately gave me my big break.

So make sure you let EVERYONE know you're a copywriter. If you're smart, you'll "niche" yourself immediately.

For example, if you're talking to investors, tell them you write for the investment field. If you're talking to health nuts, let them know you're a health writer.

Eventually, you'll really niche yourself. But right now, you're trying to get a job- so "faux" niche-ing is ok. Remember this: If you tell them you 'write everything,' they'll think, you write nothing.

#2: Don't be a jerk! Face it, copywriting is a people field. You need people to hire you and you need people to buy what you're selling. You're more likely to get a job if a client likes you even if you don't have a stellar résumé. If your personality is rough around the edges - get some sandpaper and smooth it out quickly!

If you've made enemies from previous employers - send them a box of chocolates and apologize. Clients don't like to work with arrogant, self-centered or mean copywriters. This is a true story:

One major health publisher confided in me a few years ago that they refused to work with a highly successful copywriter solely because he's a "butt hole." Ouch!

That's hundreds of thousands of dollars of royalties that guy is missing out on - not because he's not a talented writer - but because he can't get along with people - a basic skill he shoulda learned in kindergarten! Don't be like him!

#3: Learn the art of persuasion. Here's how master copywriter-extraordinaire Gary Bencivenga defines persuasion:

Solve an Urgent Problem + Unique promise + Unquestionable proof + User-friendly proposition = Persuasion

That means to be a good copywriter, you have to know how to persuade people. You gotta identify their immediate problem... show them a viable solution... support your claims... and give them an unbeatable offer! Do that - and you'll be successful in this biz!

So make sure you learn from the masters. Read...Read...READ! Devour mailing promotions you get in your mailbox. Why did they grab your attention? Why did they suck? How can you make it better?

And keep reading all the cool and FREE stuff successful copywriters are willing to GIVE you. For example...

... In every issue of CopyStar, I tell you what I'm doing RIGHT NOW as a working copywriter to create winning packages for my client...

... Megastar copywriter Clayton Makepeace gives you the equivalent of a master's degree in copywriting when you read "The Total Package™" - his FREE e-zine! (www.makepeacetotalpackage.com) ...

... Copywriter icon Bob Bly delivers insightful and sage advice for direct marketers and internet marketers in his Direct Response Letter (www.bly.com) ...

... And AWAI's Golden Thread is a must read for new copywriters! (www.awaionline.com)

Man, I woulda given my right boob for that kind of info when I was starting out - but you get it all for LESS than a PENNY!

Are you taking advantage of this gold mine of information that teaches you how to make your copy easy to read... believable... full of proof elements... and impossible to say NO to? If not, DO IT!

#4: Don't go after the "Big Dogs" while you're still a puppy! You probably think success means getting the star clients like Healthy Directions, True Health, Agora, Boardroom, Health Resources or Rodale to give you a shot at writing copy. But slow your roll, buddy! Here's why:

When you work with these major players, you're competing against the crème de la crème copywriters. And the competition is cut-throat, to say the least. Heck - I try to avoid it as much as possible! Here's why:

Your odds of beating these guys are slimmer than a bikini on an anorexic model! Plus, if you get a shot and blow it, you may not get another chance for a long time. Here's my recommendation:

Pay your dues with the smaller clients.

Search the web and your mailbox for clients who want to compete with the major players - and write for those folks. You'll have a better shot at getting the job. After you've got a few controls under your belt, then go after the Big Dogs. You could say something like this:

"Well, Mr. Health Resources, I've got a control for one of your competitors. I can write a control for you, too."

See? If I was Mr. Health Resources, you'd have my attention. A success story in the same competing field - no matter how small the company - will get the attention of the big mailers.

By the way, I know Mr. Health Resources personally. This is no joke. You will get his attention - and possibly even a writing assignment!