When In Doubt Frankenstein It Out

“Take charge of your own attitude;
don’t let someone else choose it for you.”
-Unknown

In Issue #160

Editor’s Note: I can’t believe the time has gone by so fast, but today is Laurie Cauthen’s last installment in her bi-weekly copywriting chronicles. I’m sure you join me in wishing Laurie well as she continues her amazing journey of self-discovery. Although this is the last in the scroll call series, Laurie has agreed to give us quarterly updates on her copywriting progress. For now, it’s been a pleasure, Laurie. Take it away…

Scroll Call #10:
When In Doubt Frankenstein It Out
by Laurie Cauthen

Sinceenteringtheworldof copywriting there have been a slew of resources that have helped me along the way. Fortunately many were free, like ETR’s fantastic online ezine, Early to Rise: www.earlytorise.com …

But the ones I paid for were always well worth the price. For example, I recently purchased Clayton Makepeace’s Steal These Secrets Volume # 1 and # 2, find it at the following link: www.makepeacetotalpackage.com

Inside those amazing volumes of priceless words of wisdom, is an entire collection of Clayton’s best winning promotions and bonus reports that…

Quite frankly, blew my mind with insights. He generously shares his copywriting methodologies, and imparts the gift of guiltless borrowing.

In Michael Masterson’s Basic Copywriting Course to progress your skills, it is essential to review the Hall of Fame Book of Great Selling Ideas from 50 Super-Successful Direct Mail Letters and Direct Response Ads. We are taught from the beginning to model our sales-pieces after the great copywriting masters, and to compile our own “swipe file,” check out the program here: www.awaionline.com

Arriving daily in the mail, I’ve collected examples of both “good” and “bad” copy and clearly, there’s a lot of “bad” copy out there. Good news for us, right?

To elaborate further on the importance and benefits of collecting your own swipe file, remember the words of the late-great Eugene Schwartz where he said “Great copy is not written, it’s assembled.” And studying the layers and components of winning copy gives you many templates from which to build your sales-structure.

When I recently wrote a promotion piece, I was very confident in writing the headline and lead, having just completed the Headlines and Leads Course from Accelerated Training Services.

However, in crafting the less familiar pieces of the offer and the close, rather than reinvent the wheel so to speak, I “Frankensteined” those elements into my sales-piece using “models” from other copy I found to be compelling and strong in their offer and close components.

I used my own unique wording and slants, but “leaned on the shoulder” of “borrowed copy-elements” that made my sales-piece complete and solid. The term “Frankensteining” came to mind because you take a little piece of this-copy flesh and a little bit of that copy-flesh from other promotions, “sew” them all together until “It’s Alive!” Maybe a strange analogy, but you get the picture.

At first, I really felt guilty about using that strategy. I’m the kind of person who wants to stand firmly on my own merits. It was uncomfortable for me to feel the sting of not being completely versed in all sales-copy layering, by relying on the need to “borrow-copy” in the first place.

But Clayton’s examples eased my guilt of “borrowing” by reminding me it’s an acceptable industry standard within certain parameters. What was emphasized is that you don’t copy anyone’s promotion word-for-word, which won’t help your long-term growth as a copywriter anyway, nor is it ethical.

Clayton’s Editor, Tony Flores, for The Screaming Eagle Newsletter says “You can build your promotion, piece-by-piece by adapting someone else’s winning headline…lead…body copy…closing copy…guarantee and more. In this sense, you’re not writing copy—you’re assembling it!”

Another resource that I highly recommend is Bob Bly’s Copywriter’s Toolkit, check it out here: www.bly.com . In this comprehensive collection, Bob has graciously provided copies of all of his actual copywriting business documents. You can literally start a business of your own using these examples, from Fee Schedules to Lead Generating Sales Letters, Non Disclosure Agreements and so much more!

Bencivinga Bullets are the absolute “50 Caliber-Velocity-Learning Tool” you must Load into your Copywriters’ Arsenal: www.bencivengabullets.com.

Dr. Joe Vitale is a world-class copywriter with a powerful message of self improvement, check him out at: www.mrfire.com

The Secret Movie has been quite popular as an inspirational motivator for personal growth. I watch the clip, The Gift of You, from their website every morning. Check it out at www.thesecret.tv . This powerful visual message helps me start my day in a place of gratitude, to align my focus on positive intentions, and to open my mind to new ideas and possibilities to take action on right away.

I have accessed this copywriting resource time and time again, and would highly recommend it to any copywriter who wished to have a better understanding on how to craft winning controls from many different niche markets. This online publication is none other than, AWAI’s Monthly Copywriting Genius.

There you can find controls from such heavy-hitters as Clayton Makepeace issue # 9 and # 19, Bob Bly issue # 45, Dr.Joe Vitale # 16, Herschel Gordon Lewis # 24, Paul Hollingshead # 30, Don Mahoney # 1 and # 22, Doug D’Anna # 29, and our own Krista Jones # 28.

These control-busting promotions are a wonderful addition to your swipe files and each control is analyzed, piece-by-piece, so you can learn the steps it takes to create your own winning marketing package.

In my research lately, I have also been using Finding the World’s Best Ideas, produced by The Copy Protégé’s Monica Day and Krista Jones.

This program definitely helped me (someone a bit technically–challenged) understand the nuts and bolts of how to turn my computer database into an idea mill. Before I received this program, I just haphazardly went about research using the more popular search engines, as most of us do but…

I learned that you can utilize the little-known professional informastionists tricks of the trade, to simplify your time and efforts in a more efficient result-oriented manner. This product is a winner in my book!

In addition to the resources listed above, I’m sure most of you remember Ilise Benun from last year’s AWAI Bootcamp. She was a presenter and speaker on The Art of Promoting Yourself. I am very privileged to be a mentoring student with her company The Marketing Mentor: www.marketingmentor.com

Through her specialized mentoring, lise is assisting me in creating a foundation-plan for the future of my copywriting business. And I will also be writing about my journey on her blog, so come visit us there and be a part of my “success-transformation”

My business name, The Word Broker was chosen as a name to aspire to before Bootcamp last year with only 2 months of AWAI membership under my belt. With all the training and resources that have been made available to me over the last 7 months, I feel confident in my future as a journalist, copywriter, travel and resume writer. I’m starting to fill my calendar with clients. Let’s keep in touch, reach me here: cauthen614@charter.net

It’s been a wonderful learning experience writing for The Copy Protégé, and I just wanted to share some resources and information that I know will be beneficial to you. I hope you have enjoyed this journey with me, and I look forward to seeing many of you at AWAI and ETR sponsored upcoming events.

Remember to dream-big, that way you trip over it more often, and tend to ignore it less. Cheers to your copywriting success!

[Next Georgia Networking Event: Our local Georgia and surrounding states Copywriting Network Dinner, Write-4-Success Group, is being held at 6:00 PM Saturday, April 12th, at The Marriott, Atlanta Airport Hotel...4711 Best Rd. Atlanta, Ga. 30337...Phone (404) 766-7900. If you plan to stay the night, please make reservations soon because hotels are booking up quickly for spring conferences.]

Reader Feedback: When Is It Time to Throw In The Towel?

We received the following email in response to last Tuesday’s issue of Copy Protégé. Take a look…

Hi Krista and Monica -

As usual, I enjoyed your latest CP issue (#158), especially Mindy’s essay, "A Narrow Escape."

I most certainly can relate to Mindy’s tale. After most a year of struggling to get my copywriting career off the ground, 2008 broke with promise. I’ve actually had 3 clients since January, and quoted on a number of large jobs for a few others.

But alas, 3 clients does not pay the bills, although it helps keep creditors at bay for a short while. With my hubby injuring himself on the job last fall, and, more recently, taking on a new part-time job, we now find ourselves getting very close to financial disaster. Believe me, I’m prospecting like crazy!

So lately, like Mindy, I’ve found myself tempted to check out the online job boards again - solely for the income. Even printed out some job postings that looked promising. But, I haven’t actually applied to any of them yet, and here’s why: I’ve worked too long and too hard to get where I am, and feel that momentum is finally building with my career. Besides, I can’t bear the thought of going back into the corporate world again and dealing with the BS every day.

That being said, when is it time to finally admit to failure and pull the plug?

What do you ladies have to say about when - or if - we should succumb to the scary voices in our heads that say, "OK, enough’s enough. This just isn’t working."?

I know CP is about inspiration, encouragement, and helping others get as far ahead as possible. But, let’s face it: the reality is some people just can’t make it work, and may need a slap in the face to knock some sense into their heads.

Best regards to you both,

Lisa

Krista’s response: That’s a good question, Lisa. One that I’m sure is on a lot of people’s mind.

You’re absolutely right. Not everyone can make copywriting work. Some don’t have the talent. Some don’t have the discipline. Some don’t have the time. You name it. There are plenty of reasons why someone may not be able to make a go of this.

If you’re not sure if you have the talent to make a good living as a copywriter, get feedback from more people who (1) know what good copywriting is and (2) will be honest with you. (Although I don’t think that’s the case for you since I’ve seen a little of your work.)

In your case, it sounds like money is the biggest factor that has you questioning if it’s time to pull the plug. And that’s a major factor!

I would never suggest or recommend putting yourself in financial peril to pursue copywriting. However, if you still have a strong desire to become a copywriter (like Mindy does), maybe you can settle for something that will pay the bills for now while you continue your pursuit. (I moonlighted for close to a year before I quit my job to become a full-time freelancer.)

I suggest taking a good hard look at your short and long-term goals to see if copywriting really is the best thing for you. List the pros and cons of every scenario you’re considering. Then, before you make your final decision, make sure you’re listening to your gut and not your emotions.

In any case, I wish you the best.

Have something to add? Send your comments and suggestions to admin@copyprotege.com.