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Q&A for Writers, Editors and Publishers - Thoughts from Your Peers on Life and Work, Part One
Part One Answers to questions about the writing life – and work - from your peers – almost entirely unedited but for formatting and [corrections]. Yes, editors commit errors too, especially when communicating via the quick and dirty method we...
Sales Headline Copywriting - Two Quick Steps to Success
Get a Good Start for Sales Success The headline to a sales letter is like the doorway to a store. The purpose of both is to draw people in. To get people in the store, a doorway has to be both attractive and inviting. To get people to read...
SOME COPY TIPS FROM AN OLD HAND
I have been in the ad game for a long, long time. I have trained hundreds of writers, and I've been responsible for shifting millions of dollars in product worldwide. Here are just a few tips that I hope will help you do a better job, and make a...
Sticks, Stones and Lawyers
“But how can you say, 'It was only talk, so no harm was done?' Were this true, then your prayers, and your words of kindness, would be a waste of breath.” - Nachman of Bratslav Defamation ... slander ... libel. It doesn’t take a rabbinic...
The Art of Reading Your Buyer's Mind
Wouldn't it be fantastic if you had a crystal ball and you could read your prospects' minds you knew what they were thinking when you were making your sales presentation. You knew why there were considering the product in the first place. You knew...
 
Where To Find the Best Copywriting Clients

In my life, I've had two freelance careers, one that limped along miserably for a number of years, and one that took off like a rocket after only three months of marketing.

What happened in between was eight year of excitement, growth and misery at a high-powered direct response agency, and a life-changing event at a hospital from overwork. What I'll always be thankful for, however, is that I learned exactly what it takes to get a lead, and convert them.

Prior to my years at the agency I managed to maneuver myself onto the board of the Oregon Direct Marketing Association. During this time I was often in the company of list brokers.

One broker I wrote copy for was fond of reciting the "40/40/20 rule," which I thought was a not-so-subtle attempt to put me in my place.

According to the 40/40/20 rule, 40 percent of the success of a mailing comes from the quality of the list; another 40 percent comes from the quality of the offer, and only 20 percent comes from the copy.

I'll grant he was right, except in the case where a mature marketer has tested all the lists, and tested all the offers, and now all that's left to test is copy or creative.

New businesses (and new copywriters) must start with the list, and the more qualified it is, the greater (and faster) the success.

That's why I spend several sessions with my coaching students when it's time to start building their lists. I emphasize that nothing is more important than targeting the right people!

One of my list-building secrets is the online database, Who's Mailing What!.

Who's Mailing What! is a huge archive of "classic" direct mail packages, postcards, magalogs, catalogs, and self-mailers. It exists to give businesses access to competitive marketing materials, and to provide copywriters with a research tool and copying service.

For instance, say you got your first job writing a promotion for the Seminars trade. You could spend about $70 for a one-year membership to Who's Mailing What! and pull up information on thousands of archived mailers selling seminars.

For an extra $40 or so, you can request that one of these mailers be copied and sent to you in either a traditional photocopied format, or (if available) an instantly downloadable PDF.

Sometimes you'll find a sample that the Who's Mailing What! editors suspect is a control (due to the fact that same package keeps reappearing).

There are two types of control identified: the "Control," and the "Grand Control." The Grand Control is a mailer that has mailed many times, and over a long period of time.

Personally, I've never used Who's Mailing What! to see


what others are doing since I have an extensive swipe file of my own. But I've often used it to build my prospect database.

What makes Who's Mailing What! such a valuable resource for the copywriter is that it lists known mailers. You don't do better than that when trying to determine whether a company is a likely prospect for copywriting services.

What's more, in the Who's Mailing What! database you can search by niched category. For instance, if you specialize in nutritional supplements you can search category #346 (Nutritional Supplements and Vitamins) for high quality prospects.

You'll find many repeat entries, but that's ok; it just means that particular mailer is mailing frequently, which making them all the more desirable for your list.

An example: In a quick search of the database for the Nutritional Supplements and Vitamins category - and limiting to just the last two years -- I found 66 entries. One strong mailer is Mountain Home Nutritionals, with eight mailings in two years.

Now that's all I need to know in order to "qualify them" for my list.

However, if you wanted to go deeper, you'd learn that Mountain Home Nutritionals doesn't mail the same package over and over; rather, it appears they test offers, as well as certain products.

Go even deeper, and you'll find that on one mailing, they used a #11 envelope, that the mailing specs were 13 pages of four-color process, that it was an acquisition (prospecting) mailing...and that the concept/copy for the outer envelope was:

"Stock Up Now on Dr. Williams' Top Health-Boosting Formulas!"

Now one caution: this is all very fascinating, but you're simply looking to qualify a potential prospect. Resist the urge to look deeper as time is of the essence.

What you need to do next is go to your potential prospect's Web site to get contact data...and that may not be as easy as it seems.

For instance, plugging "Mountain Home Nutritionals" into Google didn't bring it up...but it did bring up "Dr. David Williams"...and that's the brand under which Mountain Home Nutritionals is sold. So this is where you gather your contact information.

With hundreds of categories...from fund raising and investments to technology and insurance...Who's Mailing What! is an ideal source for building your prospect list. Start here, and I guarantee you'll step into the marketing side of copywriting with more confidence...and more success.

About the author:

Master copywriter and coach Chris Marlow publishes an ezine for copywriters who want to quickly build a profitable business. Visit:

 

Copywriting . Net
Copywriting . Net. The Internet's copywriting service center for Web and print marketing communications.
www.copywriting.net
 
Copywriting - Wikipedia, the free encyclopedia
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en.wikipedia.org
 
Copywriting - SEO Copywriting - Learn copywriting
Copywriting .com has just changed hands and will open its doors again in a few weeks. If you'd like to be notified when we launch, please send an email to: ...
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Copywriting 101 | Copyblogger
Copywriting 101 Tutorial Copywriting is one of the most essential ... Subscribe to Copyblogger to learn more about copywriting and online marketing. ...
www.copyblogger.com
 
The Copywriting Site - Free information, tips, and tricks on ...
The Copywriting Site: Here you get free information tips and tricks on copywriting that sells. - Marketing Writing.
noriainternational.com
 
Copywriting courses. Become a copywriter.
Copywriting courses for copywriters; plus tips on buying copy and hiring a copywriter.
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Advertising & Online Copywriting, Search Engine Copywriting ...
Advertising copywriting and search engine copywriting that impresses your visitors and the engines.
www.marketingwords.com
 
Free tutorials on copywriting, web content, advertising, internet ...
How to dramatically improve response from your Advertising, Internet marketing, Direct Mail and Web pages with powerful copywriting.
www.adcopywriting.com
 
Copywriting: See what people are saying right now on Technorati
See all blog posts tagged with copywriting on Technorati.
www.technorati.com
 
Advertising Copywriter, Website Copywriter, SEO Copywriter ...
Need a copywriter who can really grasp your business? Copywriting for websites, SEO, ads, brochures, articles... Elegant, no-fuss copywriting that really ...
www.divinewrite.com
 
Copywriting
Every advertising medium is different. And so is copywriting for each element. Business owners can find out what to look for when hiring a copywriter.
advertising.about.com
 
Copywriting Secrets - Master Copywriter - Killer Copy Writing
FREE E-Course Reveals The Latest Kick-Ass Copywriting Secrets You've Gotta Know! ... "Now You Can Grab The Latest No-BS Advanced Copywriting Secrets That ...
www.websiteconversionexpert.com
 
Text Wizard® Copywriting - UK freelance copywriter, scriptwriter ...
Plain English with fizz: copywriting that stays on brand and on your mind. UK copywriter.
www.textwizard.com
 
Getting Real: Copywriting is interface design - Signal vs. Noise ...
Copywriting isn’t something to be left to the guy on your team who writes long ... So, I’m considering adding copywriting to my list of responsibilities, ...
www.37signals.com
 
Amazon.com: Persuasive Online Copywriting: How to Take Your Words ...
Amazon.com: Persuasive Online Copywriting: How to Take Your Words to the Bank: Books: Bryan Eisenberg,Jeffrey Eisenberg,Lisa T. Davis by Bryan Eisenberg ...
www.amazon.com
 
Michele PW
Watch your business soar when you put the power of great copywriting, results-driven marketing solutions and amazing creativity to work for your business.
www.writingusa.com
 
Pages tagged with "copywriting" on del.icio.us
Good Copywriting: A blog about copywriting on the web ... Copywriting tips for online marketing success from Copyblogger · save this. copywriting blog ...
del.icio.us
 
Online Copywriting: Subscribe to the Excess Voice Newsletter
Online Copywriting: Nick Usborne's Excess Voice newsletter includes dozens of articles and a comprehensive list of resources and reviews for writers of ...
www.excessvoice.com
 
Linda Westphal, Freelance Advertising Copywriter
Experienced copywriter for direct marketing articles, and advertising tips. Citrus Heights, California.
www.lindawestphal.com
 
Copywriting: Projects on Elance
Copywriting, Between $250 and $500, 7, 11/29/2006 1:45 AM ... Copywriting, Prefer not to disclose, 0, 12/1/2006 2:41 PM, 6 d, 22 h+, Authentication Status ...
www.elance.com
 
 

 
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