Three Turning Points in My Career

“Everything you want is out there waiting for you to ask. Everything you want also wants you. But you have to take action to get it.”
–Jack Canfield, Author

In This Issue:

Three Turning Points in My Career
By Krista Jones

This time of the year there’s a lot of talk among copywriters about AWAI’s bootcamp. While all the buildup sounds promising, if you’ve never been to one, you might find yourself wondering if it’s really worth the price.

From me to you, it’s worth every penny and every minute you spend there. Especially if you haven’t gotten your business off the ground yet.

Let me tell you a little about my first bootcamp because it’s a fairly good reflection of so many others’ experiences.

For starters, I was pleasantly surprised by the amount of in-depth information—new concepts, tips, and techniques—the masters were willing to share. But for me, the real highlights included…

…sipping wine with Don Mahoney and hearing all his funny war stories of when he was learning the craft.

…eating lunch with Bob Bly and getting answers to my questions about approaching clients and what fees to charge.

…getting concrete tips from Michael Masterson on how to move from competence to mastery.

And, oh yeah, getting my first paid assignment.

That assignment quickly led to a string of assignments. In fact, I was able to quit my job several months later and hang my shingle as a full-time copywriter…without doing a single bit of marketing.

That’s how powerful your first bootcamp can be.

And the truth is, my second and third bootcamps weren’t too shabby either. Like the first one, they were also turning points in my career.

For instance, during my second bootcamp I made a comment that led to my first assignment with Nightingale-Conant Corporation (my biggest client)… and… drum roll please… I met Monica. (Obviously, I didn’t know at the time where my relationship with Monica would go, but it was a connection that has had a significant impact on my life.)

As for my third bootcamp, well, it was a little different than the first two.

Instead of being very excited about going to it, I actually dreaded it. Why? Because I was so darn busy with work!

Obviously, I eventually decided to go, and thank goodness I did because as with the first two events, I had no idea what awaited me…

In addition to picking up some pretty nifty ideas for writing better copy (the standard I had come to expect from bootcamp), I also got to have dinner with a client I had never met although I had been working with her for a year.

And then—on the last day of the event—I got the surprise of my life.

I was presented with a check for winning AWAI’s $10,000 Challenge.

Ohhh-myyy-god!

When they announced my name, time stood still as I got up to walk to the front of the room to receive the check. It was quite a jolt.

Receiving a large, unexpected sum of money like that was very nice. But, even better than the immediate gratification was the wake that it left behind.

You see, earning $10,000 for a single sales letter gave me the courage to finally raise my rates. Plus, from that point forward, whenever I felt my self-confidence waning over a failed promotion or difficult client, I would just look at the oversized $10,000 check that sat on top my bookshelf, and I would instantly feel better. Much better in fact.

I finally threw the oversized check away when I moved to my new house last fall. But, believe me, the memories of bootcamp ’03…and the ones before it…will remain with me forever.

Resource Referral: Special Bootcamp Offer for Copy Protégé Readers

Things really started cranking for both Monica and me after attending an AWAI bootcamp. Now we want to make sure it happens for you too by giving a special early bird offer to Copy Protégé readers…

The first 20 people to sign up for AWAI’s bootcamp through Copy Protégé will be guaranteed a spot in Monica’s or my peer review groups. It’s a chance to receive one-on-one attention and direction from us as you work on a spec assignment. Plus, you’ll have access to us for 30 days AFTER the bootcamp to get additional feedback on your assignment before you submit it to the client.

Bootcamp is one of the best opportunities you’ll ever have for getting your copywriting career on track quickly. I just told you my story and you can read Monica’s bootcamp story by clicking here. But the thing is, attending a bootcamp has launched the careers of a bunch of copywriters you may never hear of. If you plan to be a working copywriter by this time next year, do yourself a favor and get yourself down to Delray Beach.

We’re looking forward to meeting—and working with—you!

Quick Copy Tip: How to Get Rid of Your “Writing Governor”

Here’s something that came up in the Copy Protégé Mentoring Program that will help you if you’re used to writing scientific, legal, or other formal documents.

During one of our discussions we talked about one of the hardest things about writing copy when you’re used to writing formally: Getting past the filters in your mind that prevent you from writing with emotion and intimacy.

Yet, when you talk about the problems the products you’re writing about solve—especially if you’re a prospect for the product, your emotions can run high. So the key is to learn how to transfer your emotion to the page.

Some ways to do that include:

  1. Write your raw feelings about the principal problem the product solves in a journal or somewhere where no one else will see it. That will help you generate a more intimate style of writing for your promotion.
  2. Talk to someone who is a prospect for the product, and pay attention to the way you express yourself to them.
  3. Tape yourself talking about the problem/product. Transcribe your recording and use it as the basis for your copy.

Any of these methods will help you scoot around the governor in your mind that keeps you from getting to the heart of the matter when you write. With the governor quieted, you will be able to better connect with your reader.