This issue is all about Y-O-U!
That's right. Last month, I asked you to send me
your burning questions and I would do my
darndest to give you straight, frank and
actionable answers. So that's exactly what I'm
going to do. Right here. Right now...
Question #1 - and one of the most popular
questions asked!
"How do I find a mentor?"
"Carline, I have been trying to land a
copywriting job for 6 months now with no luck
BECAUSE I need a fabulous mentor, someone like
you. So how does a person trying to get into the
business find a personal mentor who believes in
you and helps you get to that first rung on the
copywriting ladder?
Courses, seminars, webinars are all great but
you still find yourself alone at the end staring
at a blank future, not sure what to do next."
Thanks! Cheers,
David
ANSWER:
I know copywriting courses and other experts are
telling you the best way to make it in
copywriting is to find a mentor who can help you
break into the biz and climb to the top. And
it's true.
But as David
can testify, it's not easy finding a copywriting
mentor. And it's nearly impossible to find a top
level copywriter who's willing to mentor you.
Here's why:
Even A-level
copywriters are freelancers. They're busy
growing their business and getting new clients.
So when a newbie comes along and says, "Hey
mentor me. I'll work for free. I'll make your
life easy". Most of these experienced writers
say, "No thanks, I'll pass".
That's because
mentoring is not easy. Having a copy cub is not
free labor. It's actually intensive labor.
You've got to teach, review, edit, and edit
their copy again and AGAIN. It's actually easier
to write the blasted copy yourself!
I've worked
with dozens of copy cubs - on large and small
projects. It's been very rewarding to see a
young writer evolve into a decent copywriter who
succeeds in this business. But
I've pulled out locks of my curls helping them
to "get it". The older I'm getting, the less I'm
willing to lose my hair.
So, David,
what I'm saying is this: The chances of finding
an A-level copywriter to mentor you is like an
anorexic model in a bikini - VERY slim!
Definitely
keep making the pitches to experienced writers
to mentor you. But don't hold your breath
waiting for them to see you as a "diamond in the
rough."
Get out there
and write copy. And keep writing copy. Get a
small client - someone who's willing to give you
a shot at writing something so you have samples.
Get a track record that shows your copy can
sell. Then you'll have a success story to pitch
to a larger client. That's the way to grow your
copywriting business: One good sales letter at a
time!
And keep
learning copywriting. Keep reading great sales
letters and find out what makes them so awesome.
Remember, on a scale of 1 to 10, you don't have
to be a 10. You just have to be better than the
current control you're trying to beat!
Fortunately, there's a lot of crappy copy out
there. Look for opportunities to beat a poorly
written control - and go after those projects!
Question #2 - (and #3)!
"How do I find good, solid research - and where
are the copywriting jobs?"
"Carline, I have been faithfully reading your
newsletter since the very first one because I
always get something from each issue. Also, (I
have to admit I have an ulterior motive) because
I want to get into the natural health industry
as well, and you are the Queen of Copy when it
comes to that particular subject!
I've decided to take you up on your Burning
Question offer, and even stretch my luck and ask
you two. Here goes:
1. If you can't afford to pay someone to do the
research for you, where would you look to find
some inside information on that subject (besides
the obvious Google)? A lot of times Google
search engine doesn't give me what I'm looking
for.
2. Where could one go to find copy-writing jobs?
I have been writing copy for the last 2 years
for Chiropractic consultant and have been doing
O.K. because of my penchant for the natural
health care field.
I want to broaden my horizons and help more
natural solutions (supplements, etc.) become
better known, but I really am dumbfounded where
it comes to... "Where do I look?"
Where can I research for that deep insider
knowledge into a subject, and where can I look
for new copy-writing jobs?
Thanks for all you do and making the world
(especially mine) a brighter place!"
Your Copy Comrade,
Brett
ANSWER:
Man, Brett, you're a greedy l'il booger,
aren'tcha? But flattery will get you everywhere
- so here are your answers:
If you've been
reading CopyStar like you say you have, then you
know my "secret weapon" researcher is Sandy
Ferguson. She's president of Ferguson Research
Group - and that woman can really dig up some
juicy stuff to give me credibility sources for
my copy. You can find out more about Sandy at:
www.fergusonresearchgroup.com.
And here's a
little inside scoop for you: Sandy is creating a
remarkable new program to help folks tap into
the little-known field of research as a career.
She's working with AWAI on this new venture and
I think it's going to be an awesome opportunity
for many of you to create a second stream of
income - or even start on a new career path.
That's all I can tell you for now - but you can
contact Sandy directly and pump her for more
info.
So you can see
how strongly I feel about using Sandy as a
researcher. Her fees are very reasonable and she
delivers the goods.
But if you
can't afford a researcher, my best advice for
you is to use the Internet and search for the
sites that fit your project needs. I do start
with a basic Google search and that usually
leads me to other sites with more specific info.
I also usually
order and read several books on the subject I'm
writing about so I can become an instant expert.
Getting your
hands on testimonials for the product also is a
great research aid. You'll "hear" the voice of
your prospect when you read the good as well as
the bad testimonials about the product.
Sometimes I
create my own focus group to really help me get
a pulse on the market. Usually these folks are
friends/colleagues/acquaintances who fit the
demographic of the product. I usually have about
10 or so folks. I invite them to my house for a
meal... set up chairs in a circle... have
prepared questions to get the conversation
started but stay fluid enough to really listen
to what they have to say. My focus group usually
lasts about 3 hours and during that time, I
usually have some good nuggets I can add to my
copy to resonate with my market.
Now, on to your next question...
If you've got
some samples from your chiropractor client, then
you've got something to show to the next level
of business you're trying to attract. Make your
pitch to those folks!
Also, your
chiropractor client is in the natural health
field. Ask him about the vendors he works with.
Those may be potential clients for you!
Check out your
mailbox. Are there local natural health clients
doing direct mail? They're your prospects too!
Contact them
and send 'em your existing samples and offer to
write a sales letter that's GUARANTEED to work.
That's right - they don't pay you until they've
got bona fide proof your sales copy worked for
them!
By the way,
with this kind of promise - make sure you
include a coupon in your sales piece. That's the
easiest way to track and prove you wrote a
winner!
Question #4:
"How do you tell the good clients
from the crappy ones?"
"Thanks to your encouragement Carline, I've
made natural health my copy/design niche. I've
barely gotten started marketing and have a
couple of hot prospects I'll be having phone
calls with this week.
My question is, how do you judge a company's products to decide if
they're good products/companies to write for?
For instance, how did you find out how much
bilberry and lutein we need for eyesight so that
you could say most companies don't have enough
in their products in your bilberry/lutein
magalog? When I research amounts we should have,
the "opinions" are all over the place."
Thanks for your help!
Kammy
ANSWER: Hiya
Kammy, Congrats on starting off with a bang!
Credibility,
reputation and longevity are how I judge the
companies I work with.
All my clients
must provide a 100% satisfaction guarantee with
their products. This can be a 30 day... 60
day... or lifetime guarantee. If the client
can't stand behind their product, that makes me
suspicious.
Also, go with
your gut. If it doesn't "feel" right to work
with a client - don't do it. I've regretted the
few times I didn't listen to my gut instincts.
For example, I
had a client I just didn't get good initial
vibes about. The negotiation process was a pain
in the butt. My gut kept saying "don't do it".
But I didn't listen. I made excuses saying that
we just got off on the wrong foot.
The entire
project was a royal pain. I couldn't wait for
that miserable experience to be over with. Even
though the client had an excellent product and
the copy was kick-butt - I wouldn't work with
him again for all the tea in China! I became a
freelancer so I could control my time, energy
and the kind of clients I worked with. Life is
just too short.
In the
bilberry case you mentioned, the company
provided me with the research to support their
claim. Their claim came from their own research
and they stood behind it - so I just ran with
it!
Question #5:
"How does a shy copywriter market services?
"Hi
Carline,
What are the best ways to market writing
services when you are a gun-shy introvert who
isn't good at networking? I'm also on a water
budget. My son and I are already working on a
website."
Thank you,
Dale
ANSWER: One
of my friends once asked how I could work from
home with all the distractions I face throughout
the day. My answer to her is the same as my
answer to you: I like to get paid. If I don't
work and finish a project, I don't get paid.
That's the biggest incentive I have to
eliminating distractions and getting the job
done.
Nobody cares
if you're an introvert Dale - and thanks to the
Internet and direct mail - nobody needs to even
know you're shy! In fact, most of the
copywriters I know are naturally shy (present
company EXCLUDED
:-)).
But if you want to make a living at this gig,
you've got to market yourself and get your name
out there!
Working on a
website? Great! Just make sure it's a good one.
In my opinion, a crappy website can do more harm
than good. When I see one, I think, "I don't
want this guy working for me - the copy on his
website sucks, so why would I think he can write
great copy for me?"
So if you're
going to have a website - make it a good one. If
you need some help, contact my friend and
website guru Lynnette Taylor at
www.taylormadesolutions-4u.com. Tell
her I sent you and she'll give you a free
consultation on your website. And if you decide
to use her, she'll give you a special CopyStar
rate!
If you've got
decent copywriting samples and really, really
hate the idea of marketing yourself, you can
hook up with a copywriter agent. This is a
person who will market you to hundreds of
clients. If he lands you an assignment, you pay
him a commission (usually 20%). Kevin Finn is a
very good agent - and you can talk to him about
your special needs. You can reach him at:
www.finncom.com.
So did any of these answers give Y-O-U some
additionalinsight about copywriting?
I sure hope
so! And you know what? This was kinda fun! So,
keep sending me your questions and I'll answer
more in future issues of CopyStar, ok?
