Business-to-Business Copywriter
Dave's
Recommended Copywriting Books
Recommended Copywriting Books
“You ask - I answer”
Here’s what copywriters really want to know
By Carline Anglade-Cole
Here’s what copywriters really want to know
By Carline Anglade-Cole
You guys are really starting to give me a big head!
Just about every day I get e-mails from Total Package readers telling me how wonderful I am! I want you to know I’m putting these comments to good use. I carefully cut out these notes and paste them on my teenagers’ doors and write:
“See, there ARE people out there who think your mother is SMART and actually LISTEN to her!”
Just kidding.
But I thought I’d use this issue to answer some of the most common questions you’ve asked me recently. Although I try to reply to every e-mail personally, I think many other folks may find these answers helpful for their copywriting careers.
Question #1: B.C. from Pasadena, MD wants to know …
How do you start writing a package?
After I bite off all my nails and convince myself that this is the project that’s going to prove that I really don’t know what the heck I’m doing … I open up the start kit and start reading. Then I read … read … read … and read some more.
I spend about 2 weeks just reading and getting to know what the product is all about. As I’m reading, I’m typing up notes, ideas and thoughts that eventually become bullets … sidebars … themes … headlines … and testimonials.
This is the stage where I’m convincing myself how wonderful the product is and why everyone in the world simply MUST HAVE this amazing product!
If I’m working on a book project, I usually have about 30 to 40 pages of notes by the time I’m finished. Those notes are the foundation for my first draft.
Then I write … write … write. And then write some more.
I’ll spend 1 to 2 weeks just writing copy. Sidebars … testimonials … headlines. This is the stage where I’m creating my theme and providing proof elements to support the theme.
Usually by this step, I’ll have meetings with the client to tell him my direction and theme. I hate doing this because 50% of the time, I’ll find a better direction and change the plan. That’s why I love the client who just leaves me alone and lets me do my thing.
Once I’ve got a solid draft, then I start editing and “killing my babies” - getting rid of unnecessary words, confusing thoughts or anything else that can jeopardize the sale.
After I finalize the copy, I send it to the client. They’ll give me feedback/legal edits and I’ll send them a final Final. And then I BILL the client! After that …
… I bite my nails and start the whole process again with another project!
Question #2: W.T. from Elizabeth, NJ is struggling with this …
How important is design?
CRUCIAL!
I’ve seen kick-butt copy bomb because it’s poorly designed - and I’m speaking from PERSONAL experience here …
… And I’ve seen mediocre copy that kicks butt because it was well designed!
That’s why I stay very involved in the design process. If I know exactly what I want on a cover or in a sidebar, I’ll write specific notes for the designer right in the draft.
Remember: You want a design that’s readable … keeps your copy moving … and visually displays the positive benefits of your product.
Question #3: M.A., a Washington D.C. native wants to know …
Do you find any racism/sexism in this industry?
The beauty of this business is that copywriting is blind.
If you can write convincing copy … identify with your prospect … and sell a product, you can make it in this crazy profession.
When I first started out in direct mail 20 years ago, the superstar copywriters were all white males. It wasn’t because they were smarter, it’s because they discovered this little-known profession and made a killing from it!
Now, thanks to organizations like AWAI and Clayton’s Total Package - the word is out! You can make a boatload of money as a copywriter! Now, I go to seminars and see all shades of the rainbow attending these sessions.
And I personally know several successful Asian, Hispanic, African-American male and female copywriters - and they’re writing powerful investment … financial … self-improvement … and alternative health copy!
Question #4: S.S. from Wilkes Barre, PA is anxious to quit his job. That’s why he’s asking …
How can a new writer break into this business?
Taking copywriting courses is a great first step. I’ve personally read the AWAI Accelerated Program for Six-Figure Copywriting. I think it’s excellent.
Attending seminars and reading copywriting books is also very beneficial. But don’t be fooled. Just because you attend a seminar or finish a course doesn’t make you a copywriter.
You’ve got to write sales copy - and lots of it. And your copy has to make your client money - lots of it!
So if I was starting off today, I’d check out the local businesses and offer to write copy for them. They would pay me only if my sales letter beats their existing promotion.
Then I’d pick a niche and go after the smaller companies in that market. What you’re doing is creating samples for your portfolio … building up a successful track record with a “story” you can use to gain more business … and boosting your self-confidence!
Once you’ve got a winning promotion, then go after the bigger clients in your field.
Most importantly, if copywriting is what you really want to do: DON’T GIVE UP. You’ll get lots of rejections - but you only need one or two clients to be successful!
Question #5: L.H. from Norwalk, CT wonders …
What was your favorite project to work on?
Right now, I’m MOST excited about a project I haven’t even started working on yet! I just signed a contract to write a direct mail promo for Oprah’s new book coming out in mid 2008! Yeeha! How awesome is that?
But man, I’ve had a BUNCH of projects that I absolutely LOVED working on. Here’s why I loved them: The clients were willing to let me think outside the box. I came up with some crazy ideas and most of them WORKED!
For example …
·Showing what your overworked liver looked like if it was on your face! This was a project for True Health’s Liver & Kidney Cleanse. Most people don’t think about their liver - so I wanted to SHOW them what their liver looked like! This project involved a photo shoot and lots of creativity. But we pulled it off and it’s still a very successful cover! You can see this package on my website. It’s the 3rd photo on the right.
·Providing a solution for the over 40 … over worked … stressed out woman on the edge! This was for a newsletter by Healthy Directions called “Simple Living”. I wrote that package with ATTITUDE and it was a blast! It hasn’t mailed yet, so I don’t have results - but I’m hoping it’s a home run with this baby!
·Helping old people rev up their sex life! This was fun because Clayton and I were hired as a team for this project. Weiss was the company and the package was for Dr. Balch’s Prescriptions for Healthy Living. We called the package “Forbidden Secrets of Sex and Healing.” I had to buy a paper shredder so my son would stop bringing his friends over to read the copy in my trash can! Quite frankly, this was the closest I’ll EVER get to being a porn writer! And this package was so successful - it’s considered an out-of-print CLASSIC! I’m going to put that one on my website soon. So you can check it out there.
Question #6: D.N. of Clearwater, FL is curious about …
Who was your biggest inspiration to get into this business?
Without a doubt: Clayton Makepeace.
I was a marketer when Clayton was writing kick-butt controls for Phillips Publishing (now Healthy Directions). I studied his work. I imitated his style. And he was kind enough to talk with me, encourage me and give me a helping hand when I went off on my own. He’s just an awesome guy!
And fortunately, Clayton is doing the same thing on a much grander level today. He’s helping tens of thousands of up and coming copywriters who read his Total Package e-zine!
Question #7: L.M. of Tracy, CA and a bunch of other writers want to know …
Are you taking on any more copy cubs?
I’ve had the privilege to work with over a dozen young copywriters this past year. And quite honestly, it’s EXHAUSTING!
It’s so much easier for me to write the dang blasted copy than copy chief it!
However, having a team of writers has proven valuable to my clients. We’ve launched several websites in record time with the help of my copy cubs … we’re getting premiums written faster … and some of the cubs are now writing short sales copy for renewals and other special offers!
Recently, I had the idea of creating my own in-house agency to help more writers. I’m now taking on writing projects for premiums, website landing pages, series renewals and other shorter projects. My cubs write the copy. I copy chief the project.
I’ve got my core group of cubs in place now and we’re testing this process out for the rest of the year. If it works out, I’ll expand in 2008. So if you’re serious about writing and you think you’ve got what it takes - let me know who you are. By the way, don’t just say, “I want to be your copy cub”. Prove to me you’re the one I should hire.
Now, I’m not making any promises. But if I need help and you caught my attention - you may get a call from me personally.
Question #8: T.C. from “Down Under” Australia, GA asks …
How come you don’t teach copywriting?
Because I’m too busy making $$$!
Actually, I do have a couple of copywriting books coming out in 2008. And I’ve gotten such great responses from folks wanting to write magalogs that I expanded an article I wrote recently for The Total Package - and turned it into a 26-page special report.
It’s called How to Write Magalogs, Tabloids and Other Monster Promos. It sells for $39.95 - but here’s a present for you: Go to my website: www.carlinecole.com and you can get this special report absolutely FREE for a limited time only! No kidding. You’ll learn lots of great stuff from this report - and you’ll need that info if you want a shot at writing copy for me! So get it while it’s still FREE!
And finally, here’s a special reply to M.D. from New York City, NY: Thanks for the marriage proposal - I’ll let you know when my old man kicks the bucket!
Here’s to Creating Success Your Way!
Carline Anglade-Cole
Guest Contributor
THE TOTAL PACKAGE™ (Visit now and get 4 FREE
e-books -- including How To Write Killer Ads and Compelling Sales Copy.)
Carline Anglade-Cole writes multi-year controls in the alternative health field for clients including Healthy Directions, Health Resources, True Health, Soundview Publications and Sun Chlorella USA. She also provides phone consultations and "mini-boot camps". Put her 20 years of direct mail experience in mailing list strategies, new product development and creating kick-butt controls to work for your company! Contact Carline directly by visiting her website at www.CarlineCole.com
Just about every day I get e-mails from Total Package readers telling me how wonderful I am! I want you to know I’m putting these comments to good use. I carefully cut out these notes and paste them on my teenagers’ doors and write:
“See, there ARE people out there who think your mother is SMART and actually LISTEN to her!”
Just kidding.
But I thought I’d use this issue to answer some of the most common questions you’ve asked me recently. Although I try to reply to every e-mail personally, I think many other folks may find these answers helpful for their copywriting careers.
Question #1: B.C. from Pasadena, MD wants to know …
How do you start writing a package?
After I bite off all my nails and convince myself that this is the project that’s going to prove that I really don’t know what the heck I’m doing … I open up the start kit and start reading. Then I read … read … read … and read some more.
I spend about 2 weeks just reading and getting to know what the product is all about. As I’m reading, I’m typing up notes, ideas and thoughts that eventually become bullets … sidebars … themes … headlines … and testimonials.
This is the stage where I’m convincing myself how wonderful the product is and why everyone in the world simply MUST HAVE this amazing product!
If I’m working on a book project, I usually have about 30 to 40 pages of notes by the time I’m finished. Those notes are the foundation for my first draft.
Then I write … write … write. And then write some more.
I’ll spend 1 to 2 weeks just writing copy. Sidebars … testimonials … headlines. This is the stage where I’m creating my theme and providing proof elements to support the theme.
Usually by this step, I’ll have meetings with the client to tell him my direction and theme. I hate doing this because 50% of the time, I’ll find a better direction and change the plan. That’s why I love the client who just leaves me alone and lets me do my thing.
Once I’ve got a solid draft, then I start editing and “killing my babies” - getting rid of unnecessary words, confusing thoughts or anything else that can jeopardize the sale.
After I finalize the copy, I send it to the client. They’ll give me feedback/legal edits and I’ll send them a final Final. And then I BILL the client! After that …
… I bite my nails and start the whole process again with another project!
Question #2: W.T. from Elizabeth, NJ is struggling with this …
How important is design?
CRUCIAL!
I’ve seen kick-butt copy bomb because it’s poorly designed - and I’m speaking from PERSONAL experience here …
… And I’ve seen mediocre copy that kicks butt because it was well designed!
That’s why I stay very involved in the design process. If I know exactly what I want on a cover or in a sidebar, I’ll write specific notes for the designer right in the draft.
Remember: You want a design that’s readable … keeps your copy moving … and visually displays the positive benefits of your product.
Question #3: M.A., a Washington D.C. native wants to know …
Do you find any racism/sexism in this industry?
The beauty of this business is that copywriting is blind.
If you can write convincing copy … identify with your prospect … and sell a product, you can make it in this crazy profession.
When I first started out in direct mail 20 years ago, the superstar copywriters were all white males. It wasn’t because they were smarter, it’s because they discovered this little-known profession and made a killing from it!
Now, thanks to organizations like AWAI and Clayton’s Total Package - the word is out! You can make a boatload of money as a copywriter! Now, I go to seminars and see all shades of the rainbow attending these sessions.
And I personally know several successful Asian, Hispanic, African-American male and female copywriters - and they’re writing powerful investment … financial … self-improvement … and alternative health copy!
Question #4: S.S. from Wilkes Barre, PA is anxious to quit his job. That’s why he’s asking …
How can a new writer break into this business?
Taking copywriting courses is a great first step. I’ve personally read the AWAI Accelerated Program for Six-Figure Copywriting. I think it’s excellent.
Attending seminars and reading copywriting books is also very beneficial. But don’t be fooled. Just because you attend a seminar or finish a course doesn’t make you a copywriter.
You’ve got to write sales copy - and lots of it. And your copy has to make your client money - lots of it!
So if I was starting off today, I’d check out the local businesses and offer to write copy for them. They would pay me only if my sales letter beats their existing promotion.
Then I’d pick a niche and go after the smaller companies in that market. What you’re doing is creating samples for your portfolio … building up a successful track record with a “story” you can use to gain more business … and boosting your self-confidence!
Once you’ve got a winning promotion, then go after the bigger clients in your field.
Most importantly, if copywriting is what you really want to do: DON’T GIVE UP. You’ll get lots of rejections - but you only need one or two clients to be successful!
Question #5: L.H. from Norwalk, CT wonders …
What was your favorite project to work on?
Right now, I’m MOST excited about a project I haven’t even started working on yet! I just signed a contract to write a direct mail promo for Oprah’s new book coming out in mid 2008! Yeeha! How awesome is that?
But man, I’ve had a BUNCH of projects that I absolutely LOVED working on. Here’s why I loved them: The clients were willing to let me think outside the box. I came up with some crazy ideas and most of them WORKED!
For example …
·Showing what your overworked liver looked like if it was on your face! This was a project for True Health’s Liver & Kidney Cleanse. Most people don’t think about their liver - so I wanted to SHOW them what their liver looked like! This project involved a photo shoot and lots of creativity. But we pulled it off and it’s still a very successful cover! You can see this package on my website. It’s the 3rd photo on the right.
·Providing a solution for the over 40 … over worked … stressed out woman on the edge! This was for a newsletter by Healthy Directions called “Simple Living”. I wrote that package with ATTITUDE and it was a blast! It hasn’t mailed yet, so I don’t have results - but I’m hoping it’s a home run with this baby!
·Helping old people rev up their sex life! This was fun because Clayton and I were hired as a team for this project. Weiss was the company and the package was for Dr. Balch’s Prescriptions for Healthy Living. We called the package “Forbidden Secrets of Sex and Healing.” I had to buy a paper shredder so my son would stop bringing his friends over to read the copy in my trash can! Quite frankly, this was the closest I’ll EVER get to being a porn writer! And this package was so successful - it’s considered an out-of-print CLASSIC! I’m going to put that one on my website soon. So you can check it out there.
Question #6: D.N. of Clearwater, FL is curious about …
Who was your biggest inspiration to get into this business?
Without a doubt: Clayton Makepeace.
I was a marketer when Clayton was writing kick-butt controls for Phillips Publishing (now Healthy Directions). I studied his work. I imitated his style. And he was kind enough to talk with me, encourage me and give me a helping hand when I went off on my own. He’s just an awesome guy!
And fortunately, Clayton is doing the same thing on a much grander level today. He’s helping tens of thousands of up and coming copywriters who read his Total Package e-zine!
Question #7: L.M. of Tracy, CA and a bunch of other writers want to know …
Are you taking on any more copy cubs?
I’ve had the privilege to work with over a dozen young copywriters this past year. And quite honestly, it’s EXHAUSTING!
It’s so much easier for me to write the dang blasted copy than copy chief it!
However, having a team of writers has proven valuable to my clients. We’ve launched several websites in record time with the help of my copy cubs … we’re getting premiums written faster … and some of the cubs are now writing short sales copy for renewals and other special offers!
Recently, I had the idea of creating my own in-house agency to help more writers. I’m now taking on writing projects for premiums, website landing pages, series renewals and other shorter projects. My cubs write the copy. I copy chief the project.
I’ve got my core group of cubs in place now and we’re testing this process out for the rest of the year. If it works out, I’ll expand in 2008. So if you’re serious about writing and you think you’ve got what it takes - let me know who you are. By the way, don’t just say, “I want to be your copy cub”. Prove to me you’re the one I should hire.
Now, I’m not making any promises. But if I need help and you caught my attention - you may get a call from me personally.
Question #8: T.C. from “Down Under” Australia, GA asks …
How come you don’t teach copywriting?
Because I’m too busy making $$$!
Actually, I do have a couple of copywriting books coming out in 2008. And I’ve gotten such great responses from folks wanting to write magalogs that I expanded an article I wrote recently for The Total Package - and turned it into a 26-page special report.
It’s called How to Write Magalogs, Tabloids and Other Monster Promos. It sells for $39.95 - but here’s a present for you: Go to my website: www.carlinecole.com and you can get this special report absolutely FREE for a limited time only! No kidding. You’ll learn lots of great stuff from this report - and you’ll need that info if you want a shot at writing copy for me! So get it while it’s still FREE!
And finally, here’s a special reply to M.D. from New York City, NY: Thanks for the marriage proposal - I’ll let you know when my old man kicks the bucket!
Here’s to Creating Success Your Way!
Carline Anglade-Cole
Guest Contributor
THE TOTAL PACKAGE™ (Visit now and get 4 FREE
e-books -- including How To Write Killer Ads and Compelling Sales Copy.)
Carline Anglade-Cole writes multi-year controls in the alternative health field for clients including Healthy Directions, Health Resources, True Health, Soundview Publications and Sun Chlorella USA. She also provides phone consultations and "mini-boot camps". Put her 20 years of direct mail experience in mailing list strategies, new product development and creating kick-butt controls to work for your company! Contact Carline directly by visiting her website at www.CarlineCole.com