Going Beyond Google

“To write it, it took three months; to conceive it –three minutes; to collect the data in it –all my life.”
–Unknown

In This Issue:

Going Beyond Google
by Monica Day

Of all the courses and books I’ve purchased on writing great copy…and there are plenty…there’s one topic that still eludes me. I simply haven’t found the definitive resource on it yet.

So…with a little help from some of my own mentors and colleagues who have taught me everything I know…Copy Protégé is writing one!

I wanted to keep it under wraps a little longer, but I have to share a few bits and pieces with you here. It’s too important…and too exciting …to keep it to myself. The topic?

Research.

You just had a chill run down your spine, didn’t you? A friend of mine – who is a master direct marketer – recently told me, “Research sounds too much like work…” and she’s right. It is work.

But if you plan on being a top copywriter – especially in the areas of finance or health – it should be some of the most joyful, invigorating, exciting work you do. Or you might need to re-think your path.

Because one of the lesser-known secrets in this business is this:

Conducting thorough research – finding out-of-the-box ideas and always being one or two steps ahead of the mainstream press – will make or break your promotions.

When you don’t do sufficient research, you’re selling yourself…and your client…short. If you’re not digging deep to get those really critical points that nobody else takes the time—or knows how—to get, then you’re just going to write copy like everybody else.

Sure, there are a lot of tricks and secrets to writing controls. The structure of the letter, the language you choose, the Big Idea behind it…to name a few. But finding that one nugget of gold – the one that absolutely convinces your reader that your claims are credible, and your product is a must-have – isn’t usually found in an obvious place.

You have to know how and where to dig, what questions to ask, and how to make connections between seemingly unrelated ideas. I’ll tell you something I learned the hard way – it takes more than your basic Google search to find what you need.

Just as an appetizer, I’m going to pass along a few tips to get you started on the path to better, deeper, more effective research that will dramatically improve your results:

1. Don’t start with the search engines! This may sound shocking, but it’s true. The information available on the World Wide Web is easily accessible through the major search engines, but this information is usually not of high quality. The content is not well organized and searches usually produce massive amounts of irrelevant results.

2. Use Subject Directories and Compendium Sites. These sites are often part of government organizations and university libraries. Information on these sites is much better organized, as it is usually maintained by information librarians. For a list of sites go to www.internettutorials.net/subject.html

3. Learn how to use the advanced features of search engines. Almost all search engines have free tutorials on their sites on how to make the most out of your search. Read and understand these tutorials, as effective search strategies, will vary and differ with each search engine.

4. Use the Deep Web. The Deep Web consists of additional specific databases that are usually not captured by the search engines. These databases are great for specific targeted information. Databases might include phone books, yellow pages, lists of professionals, patents, company data. There are special web sites that act as great portals to the Deep Web. Go to www.brightplanet.com, which will link you through to more than 70,000 Web-accessible databases.

5. For yesterday’s news don’t use the search engines. Use catalogues and specialized resource sites. For example, don’t use Google go to www.cnn.com or www.moreover.com.

Before I sign off for today, I have a confession to make. These tips aren’t mine! They are compliments of Clayton Imeri – my own personal web research guru…and soon to be yours, too. And there are lots and lots more where these came from.

You see, after several martinis, topped off by a bottle or two of Spanish red wine in Delray Beach a couple of months ago, Clayton agreed to spill the secrets he’s spent years perfecting.

More on the upcoming publication…and what makes Clayton so good at what he does…and how you can start researching like a pro…in upcoming issues of Copy Protégé. Stay tuned!

Resource Referral: Almost Like Cheating

Well…as I said…I would LOVE to be able to refer you to a groundbreaking course on doing research for copywriting. And we will, actually. Within the next month or so. Be on the lookout for our upcoming Copy Protégé publication, “Mining the Deep Web: How to take the Search out of Research.”

In the meantime, we would love it if you would drop us a line at admin@copyprotege.com and let us know – are you as hungry for tips on doing research for your copy as we were? What kinds of information elude you? We’ll try to help.

In the meantime, I’ll tell you what has helped me the most in my quest to write more controls, more of the time: Monthly Copywriting Genius. Many times, when I’ve been stuck writing a promotion, I’ve gone through the archives to break through my block. The way controls are broken down and analyzed section by section to see what makes it so compelling is extremely helpful. Plus, the interviews with the writers help you get into their head – and start to think like a master copywriter yourself. I highly recommend this resource. (Make sure you look up the interview with Krista – and the analysis of one of her longest-running controls to date with Nightingale-Conant!)

Reader Feedback : One of the Few Truly Equal Opportunity Professions

Sometimes, I think the reason we were subjected to middle school gym class had nothing to do with physical education – and everything to do with handling our innate fears of rejection. Waiting to get picked by your peers for a basketball game helped build your muscles to withstand the anxiety and possibility of rejection by any group you might want to join.

Some of us get better at it as we get older…but our concerns never really go away. We can’t help but worry – am I too fat, too tall, too dark, too light, too bold, too quiet, too young, too old – the list is endless. But my favorite thing about being a freelance copywriter is that none of these concerns need apply!

The inherent anonymity of what we do and how we work protects us from much of the discrimination found in other professions. Don’t get me wrong. I personally think there’s a boatload of stereotyping, discrimination, and general nonsense going on in the world that seeks to pigeonhole people and possibly even hold people back. I’m just saying that copywriting is a much, much lesser evil in this regard than most.

(In fact, among ourselves, many copywriters joke that when assembled, we are more like The Land of Misfit Toys from the classic Christmas tale, Rudolph the Red-Nosed Reindeer. We might not fit in anywhere else in the world, but there’s usually a place for us to feel like we belong in copywriting!)

Here’s one readers concern…and my response:

“I have purchased the AWAI "Accelerated Program for Six Figure Copywriters" and I just finished reading your report "From Day One to Six Figures.” I’m having second thoughts about enrolling in the Program and perhaps you can allay my concerns.

My concern is that I am 70 years old and I feel now that this Program and the copywriting business is for younger people. A bit about my background – retired, formerly a VP of Engineering for a large electronics company, still very energized and like to stay active. I’m interested in writing for the financial market and the alternative medicine market, very knowledgeable in the financial field, am a financial planner. My goals are to become an above average writer and augment my retirement income with income from the writing profession.

Do you feel that my age will be a hindrance to achieving success as a copywriter? From what I can learn up to this point, it seems that most (maybe all) of the folks in this field are certainly a lot younger than I am. I plan on continuing with the Program, but I would like to know what future problems I may have to face and deal with.” — P.M.

It’s completely up to you! Let me explain…

Only you can know if you are interested enough – at this point in your life – to pick up on something new like this and apply yourself to learning it. Michael Masterson often talks about the “myth” of retirement – and that we need to continue feeling vital and engaged in our life at every age. It sounds as though you fall into this mindset – as do I.

That said, if copywriting floats your boat, and you are willing to put in the effort to learn it, I can’t see any reason why your age would be a factor that would work against you. If anything, your experience and age could be a very big plus. In the alternative health arena, for example, the target market for many products and newsletters are in your age range and stage of life. Who could better write a compelling letter to such a target audience than someone who really does share their thoughts and concerns? And the same could be said about leveraging your experience in the financial arena – a big plus.

Also – you say you are only trying to augment your income. This shouldn’t be too difficult to do with a reasonable amount of effort. The trick will be to make sure that the amount of effort you are willing to put into this new endeavor is in alignment with what it will take to reach your goals…this way the results are more likely to match your expectations.