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Like the new name?
CopyStar - I think it's stellar!
Tah dah! I've finally come up with a name I
really like to launch this e-zine: CopyStar
- Copywriting ideas & tips for stellar
response.
Oh come on, admit it...You'd love to be a
copy star, wouldn't ya? Turning in powerful
copy your clients love... having your phone
ring off the hook to book your schedule...
and hearing "Ca-ching!" as your copy closes
the sale - and dumps a boatload of money
into your wallet! I sure love it!
That's what this e-zine is all about: Giving
you the tools, ideas, hints, tips and
whatever else it takes to get you to that
next level in your copywriting career. You
can do it. I'm here to help. And it won't
cost you a dime! After all, this is a FREE
e-zine!
Ok, CopyStar, let's get started...
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 O...Oh...Oprah!
Update on my new Oprah promo
Oh my goodness, the past few weeks have been
nothing short of EXCITING. I turned in the
1st draft copy of my new Oprah promo. Her
3rd book is called "O's Big Book of
Happiness" - and it's really awesome and
inspiring.
I gotta admit... when I started writing the
promo, the negative tapes in my head started
to play again and I felt a little
intimidated. But once I dove into the
project, it just all started to come
together. I'm really happy with the draft
and excited to be working with a fantastic
designer named Lori Haller. As of today, we
just wrapped up the first round of design.
A couple of interesting lessons I've learned
working with the Oprah team:
#1: Stay within the rules. Normally
I'm the first to BREAK the rules and
apologize later. In fact, one of my favorite
sayings is "Forgiveness is easier than
permission." But not this time. Oprah's
staff, her publishing team at Hearst and my
client Oxmoor House have strict guidelines
to abide by. For example, my copy couldn't
be written in first person-which to me is
ANTI-direct marketing. I couldn't put words
in Oprah's mouth - I could quote her but I
couldn't change her copy at all.
Plus, we had specific photos we were allowed
to use. Any deviation from these rules meant
rejection of copy & design. It was actually
a nightmare at times, but Lori and I pulled
it off and I'm really pleased with our
creation. Hopefully the powers-that-be
will love it too - and we can get this
sucker tested in the mail soon!
#2: Turn in a final product even though
it's really a draft. Normally I turn in
draft copy and get crits. After copy is
approved and finalized, then it's sent to
design. But not for this Oprah project! O's
people needed to see a "final" first draft.
Meaning the copy had to be completely
designed before they would review. Man,
that's potentially a major pain in the butt.
If they reject any significant amounts of
copy-it will totally screw up the layout.
Hopefully, that won't happen - but ya never
know!
#3: Wait. Wait. WAIT! The review
process is lengthy and tedious. Man, I hope
my ADHD doesn't kick in! It will probably
take about 6 months to get this project in
the mail! Hopefully it'll be a WINNER! Then,
it will all be worth it! Stay tuned -
you'll be the first to know when it is!
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Love
your mailman - he's delivering you a
daily dose of ideas and inspiration!
I LOVE mail. I mean, I really, really LOVE
getting mail! It's the best part of my day!
The only reason I don't like Sundays (and
even holidays) is because I don't get any
mail on those days!
As a kid, I remember my mom saving all the
mail addressed to "Resident" or "Occupant"
for me to open. Why do I love mail so much?
Well, here are 3 reasons...
#1: Checks! My copywriting deposits
and royalty checks usually come in the mail.
So sometimes, I have 2... 3... or more
"paydays" a week! I have a few clients that
pay by wire transfer - and I love those even
more because I get paid FASTER!
#2: Ideas! No one in my family is
allowed to throw out any junk mail until
after I've seen it! Because what's "junk" to
them is a cornucopia of brain fodder for me!
I can't tell you how many times I've taken
an idea from a completely different market
and incorporated it in one of my health
promos. So make sure you read your mail. I
take time from my schedule EVERY DAY to read
my mail. It's paid off in spades. I
recommend you do the same!
#3: Clients! I'm on the mailing list
for a boatload of health newsletter
subscriptions and mail order catalogs. I
know my name will be "sold" to other similar
products. That way I can see who's mailing
what. A lot of times I get great leads for
potential new clients. I see what their
current promotion is. And if I feel I can
beat it, I let them know it by contacting
them directly. If I have a promotion package
for a similar product, I send it to them so
they can see my work. Remember: there are
new companies coming on the scene every day.
Get to know who they are and what they're
doing. Then go after them! And that brings
me to a very important issue to discuss with
you...
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Be
careful of "control" packages in your
mailbox
One of the things I encourage new
copywriters to do is to read their mail and
study the promotion packages they receive.
That way they can see what's working in the
mail - including the themes that are
currently successful. But I must warn you:
Not everything you get in your mailbox is a
"control" [Control = a winning promotion
package].
Many clients mail packages that are not
profitable. Why? Here are 3 common reasons:
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- Tests: Many companies test
different versions of their package. Or they
test completely new packages. You may think
you're reading the control, but it may just
be an unproven - or even unsuccessful test
panel.
- Rigid mailing schedules: Some
clients must make a decision on the success
of a package test before they have the final
numbers. They may only have early results to
go by. But many times, those results change
significantly after they've made a decision
- and it's too late to change the package.
- Inexperience. Company turnovers
can have a junior level person making a
serious and wrong decision about a package.
For example, a few years ago, I was told my
test package was lower in response rate than
the control. So my package wasn't a winner.
However, the junior marketer failed to
realize my package brought in nearly twice
as much revenue per order than the control.
When her bosses finally had time to review
the results, they determined my package was
actually more profitable and should've been
the new control. It took 2 mailing
cycles for them to come to that realization.
That meant the weaker package was in the
mail for my client - and I lost out on
potential royalty income!
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Here's one way to make sure you're
studying a genuine control...
Sure, it makes sense to study failed
promotions. That way you can find ways to
improve them. But it doesn't make sense to
study a package you think is a winner when
it's actually a flop!
That's why I've created a "control depot" on
my website. You'll find packages that are
real winners. How do I know this for a fact?
Because I wrote all those suckers myself!
Some of the packages are current controls
that are still paying me hefty royalty fees.
Others are "classics" that mailed for
several years successfully. You can be
certain you're putting your time and energy
into studying a successful mailing. Check
out over a dozen of these winners at
http://www.carlinecole.com/shop/estore.htm
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Excerpt
from my 2008 Happiness Journal
One of my goals this year is to keep a
happiness journal. Every day I write down
one or two things that I did to make someone
happy - or something that made me happy.
Here's an entry I thought would be a good
reminder to us all:
5/15/08: On her show, Oprah said 84% of
Americans hate their jobs. Wow, I'm so glad
I'm in the minority. I am really thankful
for my job as a copywriter. It's the only
job I've ever had that allowed me so much
freedom, income, flexibility, variety and
fun. I should just wash my mouth out with
soap when I complain about my clients or my
workload. I am in control of my work destiny
and I am truly thankful for that blessing.
Just this week alone, I took a mental health
day off - just because I felt like it. No
boss nagged me about it. Didn't have to get
"permission" from anyone. I just did it.
That was an awesome feeling. I have to
remind myself never to take this job for
granted - and I should help others
experience the benefits and freedom that
come with being a freelance copywriter.
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Talk
to me!
Hey, CopyStar reader - yep, I'm talking to
you! If you want to get the most out of this
e-zine - I need to hear from you. Let me
know what challenges you're facing with your
copywriting career. If I can help - I will.
But ya gotta speak up! This e-zine will only
be as good as you make. So drop me an email
at
carlinecole@bellsouth.net and let me
know how I can help you! Until next time... |
