Roses Need Fertilizer, Part 2

“What comes first, the compass or the clock? Before one can truly manage time (the clock), it is important to know where you are going, what your priorities and goals are, in which direction you are headed (the compass). Where you are headed is more important than how fast you are going. Rather than always focusing on what’s urgent, learn to focus on what is really important.” –  Unknown author

In Issue #200

Roses Need Fertilizer, Part 2
by Conrad Hall

In Part 1, we looked at how I made good use of my Letter Toolkit and discovered that reading does not equal understanding.

Today we look at why staying focused is important, and what it really means to be focused. You also get to see inside my writing world and discover why your writing environment is vital to your success.

When you are preparing for a retreat, or bootcamp or client interview, know what your objective is and focus your preparations on the objective. My objective was to surpass the control, and I didn’t focus on my competition.

Imagine the difference had I studied and dissected each of the three controls. Instead of re-inventing the wheel, I would have had a list of emotions to stir, promises to make and headlines to start with.

The focus was diffused because I didn’t study the competition, AND because I made the same preparations for three different spec assignments:

I completed 3-D Image worksheets, created the picture notes, compiled feature/benefit notes, and did all the reading for each assignment. This was my first side step.

My second side step was coming up with a total of:

Yes, I did a lot of work. None of it will go to waste because I am continuing to work on the assignments. But did I work well?

Lesson #3: widespread application is great for a corn field, but to get one beautiful rose, you have to care for one plant at a time.

Focus on one project at a time. Prepare by studying the competition to know what it does well and discover how you can surpass it.

Imagine how different my results would have been had I focused my efforts on analyzing and understanding the controls for just the Six-Figure Copywriting Program. The material I got from doing this would have filled the worksheets in my Letter Toolkit, and given me boatloads of material to use for beating the competition.

Picture the pages of questions I’d have had about why things were done, and what can I swipe. Questions about emotional plays, and promises and wording.

Those are questions I could have planned to ask the Master Copywriters at the retreat. This was my third side step.
Instead, my shortage of research and diffused focus resulted in no plan for using the one-on-one time with the Master Copywriters. When you’re going to have just 20 minutes with each of three masters over two days, you should plan to use that time wisely.

The fourth lesson: make planning and goal setting a part of everyday life.

When you focus on one project, and study the competition, a plan for success grows naturally from your efforts.

This brings me to the last element of my experience. It’s a sweeping thing that encompasses all three side steps and my entire time at the retreat.

Be aware of how you work best.

Where do you work when you’re at home? Is your office quiet and separated from the house? Are you surrounded by talking people and the noises of life?

I live downtown in a city of several million people. It’s never “quiet,” but I do live alone so there is very little to distract me.

While I was at the retreat, I was constantly surrounded by people chatting, preparing meals, discussing copy and asking questions. You can see how this was radically different from my normal work environment. This is why I had very little opportunity to write.

My last side step was ignoring the reality that I work best with a minimum of distraction. Especially when I know my writing group would have encouraged and supported me to have a quiet work place. I could easily have gone outside (a favourite workplace for me), or into a bedroom. Everyone would have been happy to call me in for meal time.

The focus of the retreat was writing. It was my responsibility to make use of the time available for writing.

Stay with me for Part 3 where you’ll discover how you can make the best use of your time at a conference.

[Conrad specializes in creating definitive information products and marketing materials for Fundraising and Business-to-Business clients. Bob Bly says Conrad is the best writer he knows. He is also AWAI’s newest addition to the Wall of Fame. Conrad currently lives in Toronto, Ontario, Canada where his favorite pastime is hand-feeding sparrows on the Toronto Islands while mulling new copy for clients. (Conrad@conradhallcopywriting.com or 561-623-9441 (U.S.) or 647-989-9173 (Canada)) Meet Conrad at AWAI’s Bootcamp in Del Ray Beach in November.]

Resource Referral: What To Do If You’re Concerned About the Economy

What a tumultuous couple of weeks it has been with regard to the economy and the bailout situation. Situations like this test the best of us to remain cool, calm, and collected about our financial future.

Earlier this year, Bob Bly issued a special report that will help you think through how you might be affected personally by the economy … and what you can do about it. The report is called Recession-Proof Business Strategies. If you haven’t picked up a copy yet, this is a good time to look into it.

In this report, he acknowledges that an economic slowdown can be a problem for your business. But he doesn’t dwell on it. Instead, Bob shows you how to look at it as an opportunity to gain new clients and boost your sales.

Discover how you can master the marketing and sales methods that work best in recessionary times … so you can read the headlines all over today’s news and not spend any energy or time worrying about it for a change. Click here to find out more.

Quick Copy Tip: Writing Your Own Newsletter or E-Book?

If you collect people’s names for a newsletter, e-book, or some other reason, make sure you develop a privacy policy for your customers.

Although you should consult your attorney or some other trusted source about what should be included in your policy, here are a few things that you might consider: disclose what personal information is being gathered at the site; how the information will be used; and the choices available to users regarding collection, use, and dissemination of their information.