THE COPY PROTÉGÉ
Issue #25
June 9, 2006

“Courage is not the absence of fear, but rather the judgment that something is more important than fear.”
– Ambrose Redmoon, Writer (1933-1996)

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IN THIS ISSUE:

* What Scares You About Wealth? by Monica Day

* Resource Referral: Master Swipe File

* Resource Referral: A Link That Works

* Quick Copy Tip: So What?? By Monica Day

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WHAT SCARES YOU ABOUT WEALTH? by Monica Day

When I tell you that making money is a decision, you’ll be tempted to be angry with me. I know because I spent years being mad at people who said the same thing to me.

Until I discovered that they are 100% correct.

The only thing standing in your way of earning what you want, doing what you want, or creating the life you envision…is fear.

I once had a debate that I realize now was meaningless – about the difference between fear of success and fear of failure. While we both had valid points about which was more debilitating…(I had the former and my sparring partner had the latter)…it is clear to me now that the common denominator of the two is still fear.

Fear keeps us ‘in our place.’

Fear makes us feel insignificant and act small.

Fear holds us back from forging meaningful connections with people.

Fear influences the risks we take and the dreams we entertain.

Fear shows us a world of limits and barriers.

Fear feeds on bad habits and breathes the air of self-doubt.

Fear sabotages our brilliance, undermines our efforts, and obscures our strengths.

The worst part is that most of us have lived with our fear for so long, we no longer recognize it. We have this vague feeling that pops up and controls our actions, but we don’t know why. Like a plane landing on auto-pilot, when the wheels touch down and we find ourselves back down on the runway, even the pilot can’t explain exactly how we managed to get back safely on the ground.

So it is with fear – it takes us on a wild ride all while providing the illusion of safety and security.

Often, we don’t even recognize the many ways fear masks itself and stands in our way. Insecurity, skepticism, pessimism, procrastination, underachievement, excessive caution, inappropriate abandon, depression…all of these and then a few more I’ve left off can be manifestations of fear.
When you indulge your fears and make decisions to accommodate them, you’ve also made a decision to limit yourself in some way. Until you can breach that divide within yourself between your self-concept and your true potential…you’ll find detours and roadblocks at every turn on your way to wealth.

What’s Packed In Your Bags?

I became keenly aware that I had some baggage to unpack in this area myself about five years or so ago. In a rare heart-to-heart with my younger brother, he confessed that he always wanted to become a lawyer. Instead, he went into the military and now works as a construction manager. He’s done fine for himself, and has nothing to be ashamed of…but he had a different path in his heart that he couldn’t allow himself to follow.

When I asked him why he didn’t pursue law school, his reply broke my heart…

“People like us don’t really get to do that…”

I knew exactly what he meant – because I grew up thinking the same exact thing about my dreams. Nothing stood in our way, exactly. We were both smart – usually top in our class. We both attended college and got diplomas (first in our families to do so). We started working early, and always worked hard – never sponging money from our parents for various young adult indulgences.

But still, we had grown up with lots of negative messages about people who didn’t do ‘real work’ for a living. Doctors, lawyers and corporate types weren’t thought of too fondly. Artists, writers and actors were flaky and couldn’t support themselves. And the very, very wealthy were regarded with a mixture of envy and disdain.

It was ‘us’ and ‘them.’ And in subtle and not-so-subtle ways, when my brother and I chose our professions, we knew we were also choosing sides.

Your baggage might be different from mine when it comes to money. But most of us have a piece of luggage or two stashed away in our psyche when it comes to wealth and class.

I know people who were born into money who are strapped by a crushing sense of guilt – what have they done to deserve their wealth and riches, they wonder? Then, there are those who feel entitled to wealth – but expect that it should be handed to them regardless of the effort they put in or value they provide to others in exchange for a buck.

No matter where you fall into this discussion, I can guarantee you one thing: if you aren’t in complete harmony with your financial circumstances, it’s probably going to take more than learning a certain skill…or winning the lottery…or picking the right stock at the right time…to cross the divide into the level of wealth you desire.

It’s probably going to take a little soul-searching too. When you find the hidden key – the one that turns the lock on your earning potential and opens the floodgates, you’ll know it.

Lots of potential copywriters who contact me and Krista ask us the same question: is it too good to be true? What if ‘it’ doesn’t work for me? It’s hard for us to indulge these questions – not that we can’t sympathize with the desire to get an answer. But, unfortunately, we can’t answer that question for anyone but ourselves. We can tell you what we’ve done. And what we know has worked for many of our colleagues.

But ultimately, you have to discover for yourself if copywriting holds the key to your wealth. Or if something else would be a better fit.

Or if the path to wealth for you has less to do with learning the right skill and more to do with changing your mind about what is possible for you.

Of course, once you get past this stumbling block, you have another deeper, perhaps more important question to face…

How do you define personal success?

More on this next week. (Yes, I’ve been called a tease before…I can take it.)

Until then, I’ll leave you with this quote – originated by Marianne Williams and popularized by Nelson Mandela. It is a quote I seek to live as a daily practice. It is as good a starting place as any to determine just how successful you are willing to become in your life:

“Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us. We ask ourselves, Who am I to be brilliant, gorgeous, talented, fabulous? Actually, who are you not to be? You are a child of God. Your playing small does not serve the world. There is nothing enlightened about shrinking so that other people won’t feel insecure around you. We are all meant to shine, as children do. We were born to make manifest the glory of God that is within us. It is not just in some of us; it is in everyone. And as we let our own light shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others.”

Have a liberating week…

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RESOURCE REFERRAL: MASTER SWIPE FILE

I’ve stumbled upon an assignment that I didn’t quite mean to take on, and now a 1200-word e-blast has turned into a 20-page career-defining promotional package. And I’m still scratching my head wondering how it happened…and how I’m going to jam it into an already-packed schedule.

Of course, I’m not looking for sympathy. I realize every day that all of my professional problems are good ones. But still…I was desperate for a little help.

Fortunately, one of the best copywriters in the business is the copy chief for the assignment – and we’d both like to see it succeed. He revealed a gem of a website to help me get a crash course in some copy he’d like me to mimic for the project. And I’ve got to tell you, this is the best swipe file a copywriter could ever want. Best of all, access is free – as long as you register and answer a few questions.

I’ll admit, I was tempted to keep this site to myself. But if the copywriting masters who have been so generous with me kept all their secrets to themselves, I certainly wouldn’t be writing you this note today! So by all means, check it out and put it to good use: www.hardtofindads.com

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RESOURCE REFERRAL: A LINK THAT WORKS

Last week we told you about a teleconference that our friend Chris Marlow is hosting – for free, I might add. Unfortunately, the link was broken. So here’s the one that works if you want to register for the call: http://www.SuccessfulSelfMarketing.com

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QUICK COPY TIP: SO WHAT??? By Monica Day

A couple weeks ago I related the importance of specificity in your copy. This week, the copy pro who is working with me on that blossoming, unexpected new assignment gave me a great exercise guaranteed to generate a powerful level of specificity.

Here’s how you do it…

List all the features and benefits of your product. Then, take each entry on your list and ask yourself after each one: So what?

Keep asking – and answering – the question until you get three, four, even five layers deep. It is there where you will find the best nuggets to write the most powerful copy – and sell the most – for your client.

I’ll be putting this to the test this week. I’ll let you know how it goes.

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THE COPY PROTÉGÉ
Issue #24
June 6, 2006

“I’ve learned that you can’t have everything and do everything at the same time.”
– Oprah Winfrey
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IN THIS ISSUE:

* When Saying “No” Isn’t An Option by Krista Jones

* Resource Referral: For Your Eyes Only

* The Copy Protégé Reader Feedback

* Quick Copy Tip: How To Find A New Hook by Krista Jones

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WHEN SAYING “NO” ISN’T AN OPTION by Krista Jones

I almost spit out my coffee when Monica told me about her “When Enough is Enough” essay that appeared in last week’s issue (CP Issue #23). More and more often, I’m finding that our thoughts and experiences are in sync. You see, I was thinking of writing a similar essay myself.

That’s because last week I was feeling completely overwhelmed. Not just with work, but also with emotional demands and personal commitments. I felt nearly paralyzed for a day or two, not knowing what to take on first.

Here’s some of what I had before me:

* I had put a contract on a house (new construction) over the previous weekend so I had five days to shop for loans and get pre-qualified.

* According to the contract, I had 14 days to get my current house on the market and I’ve got A LOT to do to get it ready.

* I had three copywriting projects that were due before I put the house on the market.

* I’m launching a side business.

As much as I would like to extend the deadlines for my projects, delay launching the other business, and have more time to get my house spruced up, I can’t. I’m contractually or morally bound in every instance.

So what do you do when saying “no” isn’t an option?

First, you do exactly what Monica suggested in her essay: you take a step back and re-evaluate the situation. And when I did that I saw things a lot more clearly.

I realized that I was making what should be a joyful process—building a house from the ground up and getting to select everything from the mortar to the knobs on the cabinets—an incredibly stressful one. Yes, likely there will be times when I want to rip my hair out as things progress. But why worry about things that haven’t even happened yet?

Plus, I realized that this frenzy is only for a while. I’ll have to sacrifice some sleep for a couple of weeks, I’ll forego a matinee or two, and then things will be closer to normal.

Having taken this step back—and the clarity it provided—reminded me of the steps I took to get my career off the ground and the things I do whenever I land a big copywriting assignment for the first time.

Move Each “Project” Forward One Step At A Time

I find that when I think about all the things I have to do, nothing gets done well. But when I chunk it all down (always by writing it down) into projects or goals, and then look at what needs to be done first, second, and last, I can get everything done well, on time, and usually with a little energy to spare.

I did that for my current situation—and now everything is running smoothly. For instance, one day I shopped for a loan, cleaned the oven, put new contact paper on the kitchen shelves, and completed one of the three copywriting assignments that are on my desk.

The next day I worked on my two remaining copy assignments, compared the good faith estimates from the banks, made a few calls for my new business, and cleaned out the overflowing closet in my office.

Now that I know things were moving forward and I have a system for fitting it all in, I can give every task my full attention…and sleep more soundly at night.

Getting On A Roll

This week I discovered that the overarching strategy I use to complete copywriting assignments also works to balance emotional demands and other big projects. You might try this as you try to get your business started or into high gear:

* Get Prepared. That might mean taking a step back, preparing your mind for what’s to come, dumping everything you need or want to do on paper and setting priorities, or doing more research. (For my house situation this meant looking at it as a process that will proceed in phases, focusing on the immediate needs, and not getting worked up about things that could go wrong down the road.)

* Get Your Questions Answered. After you’ve set priorities and done your research, you’ll likely have holes that your research didn’t fill. Make some calls or send emails to people in the know so you can get your questions answered. (I made sure that lenders explained every line item in their good faith loan estimate so I knew exactly what I was dealing with. If you’re working on a copy project, this might mean talking further with your client or conducting an interview with a product expert.)

* Get Organized. If you’ve taken the first two steps, you’ll have a much better perspective of what’s in front of you now. But rather than jumping right in, take a little time to get organized. For instance, if you’re working on a copy project, type up your notes from all of your research, including transcripts from your interviews and other phone calls. That way the material will be so fresh in your mind the task of writing effective copy will be much easier.

The good thing about following a system—no matter what type of challenge you’re taking on—is it calms you down and allows you to put one foot in front of the other. By the time you finish these three steps, you will be well past any intimidation you may have initially felt about taking on so much or landing a certain type of project for the first time.

As for me, using this system has already gotten me through the loan qualifying process, the first of three copy deadlines before me, and taking the next step in launching my side business. Now on to the next steps—finishing copywriting project number two, pressure washing, and painting. Wish me luck as I do the same for you as we all try to meet life’s challenges with grace.

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RESOURCE REFERRAL: FOR YOUR EYES ONLY

Monica and I were honored to receive a very nice note from author and copywriter Steve Slaunwhite last week. If you haven’t heard of Steve, he’s been in the business for more than 10 years and has his own newsletter called “For Copywriters Only.” Steve’s goal is in line with ours: to help up and comers succeed as quickly as possible. You can sign up at: www.forcopywritersonly.com.

You also might be interested in the second edition of Steve’s book called “Start and Run a Copywriting Business” where he gives practical advice for getting started as a copywriter, identifying target markets, marketing your services, and the fine art of quoting fees. Here’s a link if you’d like to learn more about the book:

http://www.amazon.com/exec/obidos/redirect?link_code=ur2&tag=wwwcopyprotec-20&camp=1789&creative=9325&path=external-search%3Fsearch-type=ss%26index=books%26keyword=Copywriting”>Start a Copywriting Business

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THE COPY PROTÉGÉ READER FEEDBACK

In keeping with our theme for the past two issues, here’s what a reader had to say about the price of over committing and not prioritizing your goals. Thanks so much for sharing your experiences, Shama!

“Thanks for your 3 tips. I sure needed to hear those. I feel like there are days when I am on overload mode. One thing I realized when I was attempting to do too many things was I had lost focus and direction. I didn’t want to say no to any opportunities that came my way. When I finally decided to prioritize, I found that I was better able to manage my tasks and time.

And saying no is another thing that I learned the hard way just recently. I took on a training project in an area that was not my expertise just because my friend who owned the company kept asking me to do it. I did it against my better judgment and sure enough, the feedback was very negative. It was a great blow to my ego but hey, the lesson I learned from this was never accept any project that your intuition tells you is not right, or you are not competent in and most of all don’t do it to please someone else. Your credibility is in your hands and not someone else’s.”

Shama

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QUICK COPY TIP: HOW TO FIND A NEW HOOK
by Krista Jones

In today’s essay I mentioned the first three steps I use to complete a copywriting project. For some people, the next step is to start writing. And that might work for you. But I usually take one more step before I sit down at the keyboard: I find a new hook.

The easiest way to do that is to take a break from all of your research. Let your mind rest so the hook can emerge. I like to take a walk or a shower—or if it’s late, I go to bed. (It’s amazing what surfaces when you’re asleep.)

I also study successful promotions (either that my client gives me or from my own swipe file) for similar products or services. As I look over each promo, I look to see what angles and ideas the copywriter used to lead the reader through the copy.

As your conscious mind strays from the project, ideas about your hook will start to rise. Don’t get attached to the ideas. Just jot them down as they emerge. After you’ve recorded the idea, let it go so another idea can come to light.

If your schedule allows, continue thinking about it for a day without actively working on the project. The next day—or at least several hours later—look over all of your ideas. Then think about it a little more, tweak the strongest idea (you might end up combining a couple of ideas), and go with it. This is the idea you’ll use to transcend your prospect’s preconceived ideas about the project.

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© 2006 Prepaid Copywriting LLC.

THE COPY PROTÉGÉ
Issue #23
June 2, 2006

“I’ll match my flops with anybody’s, but I wouldn’t have missed ‘em. Flops are part of life’s menu and I’ve never been a girl to miss out on any of the courses.”
– Rosalind Russell, actress (1907-1976)

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IN THIS ISSUE:

* When Enough Is Enough by Monica Day

* Resource Request: Tell Me The Best Online Provider…Please!

* Resource Referral: Find A Coach, By Any Means Necessary

* Quick Copy Tip: Stop Thinking And Start Writing By Monica Day

PLUS, Re-issue of Copy Protégé Issue #21: Some of you got it once, some got it twice…and still some didn’t get it at all! So keep scrolling if you missed last Friday’s issue! Lest you think I blew it two weeks in a row – not so! Happy Reading, Monica

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WHEN ENOUGH IS ENOUGH by Monica Day

I’ve never met a challenge I wasn’t tempted to tackle. I seem to have this perpetual need to prove myself that, frankly, borders on dysfunctional sometimes.

In my effort to get ahead, to grow my business, to resolve issues in my personal life – whatever it is that drives me at the moment – I take on too much. Which is a recipe for failure every single time.

Now, I’m all about failure as a means to learn valuable lessons, and as a natural and occasional outcome of taking healthy risks.

But making the same mistake over and over leads to the worst kind of failures – the ones that have nothing to impart but remorse.

I made a few significant decisions in an effort to wrestle back control of my schedule and my priorities…and I’m feeling pretty good about it now. I canceled two trips – one last weekend to California for a wedding, and one next week to a conference in Washington, DC. With the time I’ve cleared, I’m catching up on overdue projects, getting a handle on my spiraling personal life, and getting my feet back on the ground.

I’m finally learning that sometimes, you have to say enough is enough.

When you become overloaded – whether it’s with work, or with emotional demands, or time commitments – you have to force yourself to take a step back and re-evaluate. Does it make sense to split yourself up in so many directions?

When you water down your focus by taking on too many things at one time, you risk making the #1 mistake that can undermine your success:

You try to do so many things, that you don’t end up doing any of them as well as you could.

Here’s another tricky thing that I hate to admit – but try it on for size and see what you think…

Doing too much also provides a ready excuse for why you didn’t do your best on something. So if you fail at attaining your goal, you can say, well, there was so much going on, I just couldn’t do it.

But as my daughter’s music teacher always tells her…don’t give me excuses, give me results.

He’s absolutely right. And if I want my 8-yr. old daughter to learn that lesson, I better start modeling it. So here are my strategies for plugging up my overflowing dam of personal and professional commitments – and regaining some perspective on my goals. If you’re someone prone to taking on more than you can reasonably handle, I hope you’ll join me:

Strategy #1: Balance Optimism with Reality

A good friend once remarked that if a glass had even a drop of water left in it, I would claim it was half full – it’s true. I confess to being the ultimate optimist.

But if you can’t temper optimism with reality, your odds of achieving those big goals decreases substantially. I’m forcing myself these days to slow down my enthusiastic responses with an extra look at my calendar, running a spreadsheet on my cash flow, talking over my decisions with trusted advisors – and deciding if my optimism is warranted by the facts.

Strategy #2: Do What You Say You’re Going To Do

This is a biggie – and it lies at the core of a very important character trait that I value deeply: personal integrity. Every time you say you’re going to do something, and you don’t follow through, you lose a little integrity. It’s an awful feeling…for all parties involved.

It’s the beginning of a new month. Time to draw a line in the sand and start fresh. First, clean up all the dangling promises you have not yet fulfilled. If you can’t get them done quickly, at least communicate a new deadline or commitment that you can meet. Communication is an important placeholder to maintain your integrity with a friend or colleague until you can produce the desired results.

This includes promises you made to yourself, by the way. Were you going to get through a few chapters of the AWAI copywriting course and just haven’t yet? Did you mean to start marketing your services last month – and the calls haven’t been made yet? Is that exercise program you meant to start in January falling by the wayside?

Resolve to always do what you say you’ll do…and don’t make promises you can’t keep. Which brings me to the final – and for some of us the most challenging – strategy…

Strategy #3: Say ‘No’ When You Must

Ah…saying ‘no’ can be the hardest thing to do if you’re someone who enjoys pleasing other people. But the effects of saying ‘yes’ when we should be saying ‘no’ can be disastrous. (Trust me, I have a brief, failed marriage in my 20’s that resulted from saying ‘yes’ when I should have said ‘no’ to back up this assertion!)

We get a lot of positive attention when we say we’ll do something – which makes it easier to say ‘yes’ than it does to say ‘no.’ But the result of not following through on your ‘yes’ means ultimately, you’ll be asked less and less – and thought of less favorably by others. Not a good recipe for building the kind of professional reputation that leads to a six-figure career!

And of course, on a personal level, the consequences are even worse. Leaving disappointed friends and family members in our wake is tough – especially when we can avoid it simply by keeping our word.

You’ll be surprised to discover that an honest ‘no’ is much better than a dishonest ‘yes.’ You’ll garner well-deserved respect rather than lose business, fall out of favor with your clients and worst of all, create a rift between yourself and the people you love.

I’m posting these three strategies up next to my computer. And if I do nothing else this month, I’ll seek to hold fast to them. I’ll let you know how it goes! If you’re in the do-too-much camp with me, let me know if you have more strategies to share too – I’ll be sure to post them for our other Copy Protégées in the next issue.

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RESOURCE REFERRAL: TELL ME THE BEST ONLINE PROVIDER…PLEASE!

That’s it. I’ve had it with Verizon. I can’t receive my own eletter! And I suspect no one else on Verizon can get The Copy Protégé, either. It’s just not right.

Plus, I suspect that Verizon is responsible for all of our transmission difficulties as well, since Krista doesn’t seem to have a problem and we’re using the same listserve provider for both transmissions.

So…I need your help. I’ve had the same email address for as long as I’ve been a copywriter! But I’m going to jump ship. At the end of this month, I’ll be moving my office – and my home – into a new location. I have a chance for a fresh start. Tell me…

Who do use? And do you recommend that I use your service provider…or run very fast in the other direction? Let me know at admin@copyprotege.com.

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RESOURCE REFERRAL: THE MOST AFFORDABLE TELECLASS AROUND

Copywriter Chris Marlow has been busy updating her Freelance Copywriters Fee & Compensation Survey – hopefully some Copy Protégées were able to participate. Now, Chris is revealing what she’s learned in a free teleclass on June 14th. Chris writes:

“Instead of bits and pieces on pricing, I’m going to share with you the FULL job pricing formula that I created and perfected over the last 10 years, PLUS some juicy tidbits from my extremely well-received Freelance Copywriters Fee & Compensation Survey.

Here’s what’s going to happen on the call:

* I’ll share with you the three really big pricing mistakes practically every copywriter makes, and how to avoid them (just like the title says)

* You’ll complete a pricing worksheet that you can use to do a better job of pricing your very next copywriting job (Hey, I said this was free, not easy…after all, I AM a coach

* I’ll share some steaming HOT statistics from my Freelance Copywriters Fee & Compensation Survey, hoping you’ll see why it makes sense to buy a copy if you haven’t already!

I’ll also have a surprise or two…believe me, unless you’re already a pricing expert, it will be worth your time!

So come spend an hour with me on June 14**. Tell me you’ll be there by reserving your call-in line.”

Register at: http:/www.SuccessfulSelfMarketing.com

**When you sign up – be sure to let Chris know we sent you! And let us know what you think of the call…

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QUICK COPY TIP: STOP THINKING AND START WRITING

I admit, I’ve been a writer for many years. Not a copywriter, mind you. But other types of writing – poetry, short stories, essays, fiction. You name it. And I’ve always followed the same process.

An idea would brew and brew. Until one day, I’d get so cranky, I’d have to sit down and write. By then, the words would tumble onto the page in a rush – with little or no hesitation. And while I would certainly tinker and edit and rewrite, my last draft was often very close to the first. I had done so much ‘work’ inside my head it didn’t require so much once it came out.

I found this process painful at times – especially when I would be unbearably ‘pregnant’ with the piece but I just couldn’t let it go yet. But I knew myself as a writer, and over time I had become comfortable with the discomfort of birthing my writing.

Early on, that process continued when I became a copywriter. I would research and make notes and read promotions…while headlines and leads swirled in my head. I would start writing dangerously close to the deadline. But still, I would meet it because the writing would come out pretty close to done the first time.

Three years and many projects later, my writing process is changing. I need a different kind of speed and productivity than I did at first if I’m going to keep up. And I have numerous projects going on at the same time. I can no longer afford to let one at a time percolate until they birth themselves onto the page.

So I’m gradually learning that I need to stop thinking and start writing before I feel ready – and perform much heavier edits after the words hit the page – if I’m going to keep up. More and more, I force myself to start ‘talking to the page’ just like I would talk to someone standing in the room. Out loud, I’ll say… “What do I want you to know about this product? Well…” and I start writing everything that comes to my mind. The features and benefits. The quirks…the offer…the underlying emotional appeal…whatever flows out goes onto the page verbatim.

The appearance of words on the page allays a lot of my anxiety about getting started. And I am more willing to make deeper cuts than ever before because I’m a lot less attached to the words being perfect when they hit the page than I once was.

It dawns on me, as I think this through, that it’s not unlike the process of birthing children. My first daughter took her time making an appearance – she was two weeks late and took 23 hours to arrive. My second daughter came a day early and needed only six hours of labor and two pushes. I suspect if I were to ever go for a third, I could very well be birthing at home, things could move along so fast!

And so it is with six-figure copywriting. Get the words out of your head and on the page, see what you have to work with, and then shape it and mold it until it’s done. You may even have to push it out the door before you feel ready to let it go. But isn’t that just like so many other things in life?

THE COPY PROTÉGÉ
Issue #22
May 30, 2006

“For myself I am an optimist - it does not seem to be much use being anything else.”
– Sir Winston Churchill
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IN THIS ISSUE:

* A Disappearing Act by Krista Jones

* Resource Referral: Striking Out On Your Own?

* The Copy Protégé Reader Feedback

* It’s A Miracle by Krista Jones

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SPECIAL NOTE: Did you receive Friday’s issue of The Copy Protégé? Neither of us did, but we were hesitant to re-send to the entire list and risk sending you double the email over a holiday weekend! Please let us know if you didn’t receive CP Issue #21 at admin@copyprotege.com, and if we hear from enough people, we will rebroadcast it tomorrow. Thanks, Monica and Krista

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A DISAPPEARING ACT by Krista Jones

Last Wednesday after an early morning workout, I let my two young dogs—Avery, a small Border Collie mix, and Yogi, an Australian Shepard mix—out into my fenced backyard. Five minutes later I went to let them in, just like I’ve done hundreds of times before. But this time, they weren’t waiting near the door.

I called them, no response. So I stepped out on the deck and then, I spotted them. They were chasing a black cat, not in my yard, but in a backyard in the neighborhood that borders mine!

I yelled to my partner that the dogs were loose and we ran out of the garage door to try to find them. We managed to snag Yogi a few minutes later as he stood barking at yet another cat that was hissing at him from INSIDE its own house. Unfortunately, Avery—the brighter of the two—was no where in sight.

We took Yogi home and left him in the kitchen before heading back out to look for Avery. My partner set off on foot and I jumped in the car. We kept in touch by cell phone, but neither of us had any luck finding her.

I swung back by the house about twenty minutes later, hoping Avery had done the same. The garage door was up so I ran through the kitchen to the backyard. I called her several times, but I didn’t see her anywhere.

So I got back in my car and drove around for another forty-five minutes—calling her name out of the window. I returned home trying very hard not to panic.

I checked the backyard again and then went in the house to plan my next move. When I entered the kitchen, I noticed that Yogi didn’t greet me at the door. I looked in every room before heading upstairs to check the master bedroom.

As I rounded the corner, I spotted him. He was lying in his favorite spot halfway under the foot of the bed. Something told me to drop to my knees and look all the way under the bed. And there, underneath the headboard was Avery!

I couldn’t believe my eyes. I burst into tears as she shimmied out to jump on me and lick my face.

I have no idea how or when she got into the house, and frankly I don’t care. She was home—that all that mattered.

A Good Thing Happened On The Way To Find My Dog

Losing my dogs, if only temporarily, reminded me of two important things.

First, I was reminded of the people and values that are really important to me. While I was out searching for Avery, I didn’t give a darn about deadlines, beating controls, or where my next assignment was coming from. I cared about the things that make life worth living.

It also reminded me of just how quickly our doubts and fears can be transformed…

Like the day my copywriting career was launched by an unexpected e-mail from Katie Yeakle offering me my first assignment. And the times when the phone rings or an e-mail pops up offering me a project just when I’m starting to run low on work.

If you’re discouraged about your copywriting career—or anything else in your life, don’t be too quick to give up. Sometimes all it takes is one phone call, one big hit, one person to say “yes” (or in some cases, one dog under the bed) for things to suddenly and dramatically turn around.

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RESOURCE REFERRAL: STRIKING OUT ON YOUR OWN?

Although we’ve been very busy doing freelance work, Monica and I are taking a little time to learn about developing our own products for our Copy Protégé readers. Here are a couple of the resources we have found helpful so far. If you’ve been considering putting your copywriting skills to work on your own products, you might want to check them out too.

The first one is an ebook called “How to Write and Publish Your Own Ebook… in as Little as 7 Days” by Joe Vitale and Jim Edwards. It’s a 200+ page book that gives you step-by-step information on creating a profitable ebook. Read more here:

http://hop.clickbank.net/?copyproteg/7dayebook

Another good one is “Google Cash—How to Earn Thousands Writing Google Adwords Part-Time!” So far “Google Cash” is my favorite because it shows you how to start making money quickly on the universe of affiliate products that are already on the market:

http://copyproteg.googlecash.hop.clickbank.net

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THE COPY PROTÉGÉ READER FEEDBACK

“I am so happy to have found your newsletter. I came across the AWAI copywriting course about a year ago and have been mulling it over.

Have found lots of newsletters from male writers - all the ones you list in your report among others. Lots of male voices about the industry and lifestyle benefits.

The only female voice I have heard is that of Chris Marlow.

I wondered if that signaled that this couldn’t be the type of work that could suit me as a woman.

After reading your report, I am quite sure that this is exactly the kind of work that would suit me as a woman.”

Susan W.

Susan,

You’re not alone—Monica and I shared similar concerns the very first night we met during dinner at an AWAI bootcamp. But since then we’ve met plenty of other women who are doing well in the business. In fact, one bootcamp a couple years back, all of the successful recent AWAI members who sat up on the discussion panel were female.

And for those readers who aren’t familiar with Chirs Marlow, she has spent many years in this business and has a lot of insights to share in her eletter. You might want to check out called Freelancer’s Business Bulletin: www.FreelancersBusinessBulletin.com

So come on in, the water is fine!

***************************************

IT’S A MIRACLE by Krista Jones

This week’s lesson has nothing to do with copywriting. But everything to do with life and possibility.

You see, last August my partner’s mother was diagnosed with Stage IV lung cancer. She went through nine rounds of chemotherapy, 20 treatments of radiation, and then in February was told she had six months to live.

Yesterday she went to the doctor for a scan. The results showed that there’s not a trace of cancer in her body!

WHAT? No one can believe it!

Having lost members of my own family to cancer, I was stunned. And thrilled for my partner.

The doctor says it’s a miracle. A miracle indeed.

So, we’re off to celebrate. Sorry, no pearls of wisdom this week, dear reader. Rather I hope you’ll take a few minutes on this day after Memorial Day to reflect on your own life. And when you do, my hope is that you too will find something to celebrate.

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© 2006 Prepaid Copywriting LLC.

THE COPY PROTÉGÉ
Issue #21
May 26, 2006

“Always do sober what you said you’d do drunk. That will teach you to keep your mouth shut.”
– Ernest Hemmingway, American Writer

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IN THIS ISSUE:

* If You Want The Perks, You Have To Pay The Price by Monica Day

* Resource Referral: Find A Coach, By Any Means Necessary

* Quick Copy Tip: Specificity Sells By Monica Day

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IF YOU WANT THE PERKS, YOU HAVE TO PAY THE PRICE by Monica Day

Your copywriting skills can take you anywhere you want to go. Because I’m a parent, I hear from people who want to be able to stay home and work – and I say to them, “Sure, you can do that. Here’s how…”

Well today, I’m writing to those of you who also share my wanderlust.

I’ve done a million different kinds of jobs in my life. I sold shoes at the mall through high school. I waited tables, tended bar, and managed restaurants for 14 years by my 30th birthday.

I slogged through the backrooms of grocery stores selling tea and juice to cranky managers. Coached computer executives on how to better present and sell their products – and themselves. And raised money from rich and not-so-rich people for unpopular causes.

Usually, I had some compelling reason for taking a particular job – a passion for the product or cause, an appreciation for free drinks and cheap shoes, and of course, the need to earn a living from a very young age.

But still, none of them gave me the kind of lifestyle – or income – that I craved.

Until I found copywriting.

Today, I find myself working harder than I’ve ever worked in my life – and having more fun while working than should be legal.

Like this last week in Panama. My hotel balcony overlooked the Pacific Ocean. Free cocktails flowed at the end of just about every day. Nights were spent exploring Panama City, dancing until all hours, and hanging out with new friends from no less than six different countries.

But the days were a lesson in humility. I was working directly with one of my coaches and mentors every single day. (We happen to share a client, lest you think I travel with my personal coach to get through assignments!) I would attend the day’s sessions, do my best writing, and present it to him. He would then show me all the places where there was too much hype, where I wasn’t specific enough, where I could have said less, where I could have said more, where I was naïve in my financial terminology. And I would go back in and tinker and edit until I got it right.

Did I mention that there was a deadline to get the report out every single day of the conference? But still, we worked to achieve quality, not just get it out the door at the end of the day.

Honestly, the coaching and mentoring process can feel like a root canal. You cringe at the sound of the drill, even though you know you’re getting better as the procedure continues. But it’s absolutely necessary if you’re going to make it into the upper echelons of this industry. The discomfort is the price you pay for the perks.

And when you dive into the five-star hotel pool at midnight, listen to the Howler monkeys screech in the background and watch the waves gently kiss the shore in the moonlight, believe me, it doesn’t feel like too much.

Ask yourself, as you pursue your copywriting career – are you willing to work hard? To be uncomfortable? To sacrifice your ego? I’ve had to do all this and more – and I don’t see an end to it any time soon. At least not if I want to make it to the level of mastery.

But I don’t see an end to the possibilities, either.

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RESOURCE REFERRAL: FIND A COACH, BY ANY MEANS NECESSARY

Krista wrote to you Tuesday about the difference coaching has made in her career. I couldn’t agree more. I’d even go so far as to say that you’ll never break into the top ranks of this industry if you don’t establish a coaching relationship with someone more experienced than you. We simply don’t push ourselves as hard as someone else will push.

While we aren’t personally offering coaching services, we do have a few resources to recommend. A new coaching option has sprouted from the seed of AWAI called Accelerated Training Services (ATS). Although there are some strangely bitter people (who will remain nameless) out there bad-mouthing this service before it’s even gotten off the ground, we personally vouch for it and encourage you to check it out for yourself before you decide: http://www.acceleratedtrainingservices.com/cp

Also, we are affiliated with another copywriter who provides coaching, Chris Marlow. Chris recently informed her eletter subscribers (Freelancer’s Business Bulletin: www.FreelancersBusinessBulletin.com) that she is moving from a one-on-one coaching model to a group model. Sounds like it could be an interesting and maybe more affordable option: http://www.TheCopywritersCoach.com

There’s also the poor man’s option: free peer coaching. One junior copywriter I know had a hard time taking feedback seriously when it came from anyone less than a master-level copywriter. I’ll tell you what I told him…

The average person is your audience – not the master copywriter. And a new copywriter is simply an average person with a little bit of insight into what might make good copy – not a bad source for feedback.

Ultimately, your copy has to sell products to John or Jane Doe. So you can’t poo-poo what the average person says about your copy and claim they don’t know what they’re talking about – when they are the closest to your target audience as you can get.

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QUICK COPY TIP: SPECIFICITY SELLS
By Monica Day

If there were two words I heard from my on-site copy coach most often this week in Panama, it was these: useful and specific.

Give your reader useful and specific information when you are building your case for your product or service you’re selling, and you’ll:
– build your credibility,
– make them feel like they’ve already learned something, just from reading your letter,
– convince them that the product you’re selling must really be worthwhile if the free information about it is this solid.

It also makes for better, more compelling writing that will capture your reader’s attention. A couple examples:

My hotel balcony overlooked the ocean. OR My hotel balcony overlooked the Pacific Ocean.

We danced the night away. OR
We discovered an 8-pc salsa jazz band down a Casco Viejo side street…and danced until they played their last note.

Silver may be a better opportunity than gold today. OR While gold prices have doubled in the last five years, silver prices have almost tripled, leading experts to believe the biggest profits today are waiting in the silver bull market.

Pull out a promotion or assignment you’ve been working on, and see if you can add additional specificity to a few sentences here and there. Not adjectives or wordy descriptions, mind you, but specific details that show the reader, rather than tell them, the information that’s going to make them want to purchase what you have to offer.

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© 2006 Prepaid Copywriting LLC.

THE COPY PROTÉGÉ
Issue #20
May 23, 2006

“Mentors hold the flashlight so others can see the path.”
–Ron Rudd
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IN THIS ISSUE:

*What Happened to Monica on Friday?

* Don’t Go It Alone by Krista Jones

* Resource Referral: When You’re Looking for a Sure Thing

* The Copy Protégé Reader Feedback

* Quick Copy Tip: How to Conduct an Interview by Krista Jones ***************************************

WHAT HAPPENED TO MONICA ON FRIDAY?

No, I didn’t get lost in the Panamanian rainforest - but I came
dangerously close to never leaving the salsa bar. A tale for another day.
But reporting live from the Sovereign Society’s Total Wealth Symposium in
Panama was busy, to say the least. Next time, I’ll schedule ahead so you
don’t miss an issue while I’m away. A good lesson.

In the meantime, I was going to issue you a single-issue refund…then, I
remembered we’re free! So, an apology will have to do. Tune in for my
extreme lesson in specificity this Friday - and how to write all day,
drink all night, and still look good in the morning (good practice for
bootcamp.) See you here on Friday,

Monica

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DON’T GO IT ALONE by Krista Jones

Fairly often I receive emails from beginning copywriters asking me to
review copy they’re working on for a client. Although they’ve completed
AWAI’s copywriting course ( ), they still
want more direct assurance that they’re on the right track with their
copy.

I don’t blame them. I did the same thing when I was starting out. You see,
when I was a little more than halfway through the course, I signed up for
AWAI’s Coaching Program.

Even though I had received very positive feedback on my initial “homework”
assignment, I wanted a sure thing. And having a seasoned copywriter review
my early assignments was about as close to a sure thing as I could think
of.

It turned out that I asked my coach to review only three of my
assignments. But knowing he had my back made me feel far more confident.

In fact, the last time I used his services was worth the price of the
entire program.

AN INCREDIBLY AWKWARD SITUATION

On my third assignment, a new client asked me to write a package for a
men’s virility product. My initial thought was, “Why would you want a
woman to write about this?” But I wondered how hard could it be (no pun
intended) and gladly accepted the project.

I started my research by studying the market and quickly came across some
pretty bold claims. For instance, one promotion I reviewed had a headline
that read something like this: “Get An Erection So Strong You Could Hang A
Bucket On It!”

Whoa! Now that would be pretty darn impressive, wouldn’t it?

Unfortunately, reading powerful headlines like that scared the crap out of
me. I mean come on.how was my newly trained copywriting mind going to be
able to come up with something that would compete with that!

Well, I trudged on, completing my research and pushing out a first draft.
I revised the draft several times, but no matter how I tweaked it I never
felt good about it.

Thank goodness I had my ace in the hole-a coach who had my back. After the
sixth or seventh revision, I sent it off to him and held my breath.

When I got his comments back, I nearly screamed. Of course, he put it to
me gently, but boy was I ever off the mark! At first I was embarrassed and
felt incredibly inadequate. But after I had a little time to get myself
together, I was extremely grateful. Grateful that another copywriter and
not my client had been the one to see my pathetic attempt at writing
persuasive copy for this audience.

I stopped nursing my ego and dove in headlong-tackling and incorporating
each comment. Along the way I tried to figure out exactly what I had done
wrong.

When it was all said and done, I breathed a sigh of relief. The copy was
ten times better than it had been. And, my client liked the copy enough to
hire me for another job.

GAIN GREATER PEACE OF MIND

I signed up for the coaching program because I wanted more peace of mind.
And that’s what the copywriters who ask me to look over their copy are
looking for too. We feel better knowing that a second more experienced
pair of eyes has given our copy a nod of approval before we send it out.

A second pair of eyes is especially helpful when you’re not a prospect for
the product or service you’re promoting. It’s one thing to write about a
virility product if you’re a man who could benefit from such a pill. But
it might be a different ball game if you’re a 25 year-old woman with a
virile husband.

My point is, as a freelancer, you’ll be asked to write about all kinds of
things-offshore accounts, arthritis supplements, and meditation programs.
Sometimes you’ll be a prospect for the product-and sometimes you won’t.
Either way, it sure helps if you have someone to look over your shoulder
to make sure on the right track.

You don’t have to do as I did and hire a coach. But if you don’t, I
recommend that you get second, third, and even fourth opinions elsewhere.

Those opinions can come from friends or family members-but make sure
they’ll give you honest feedback because trying to protect your feelings
won’t do you a bit of good. You might also consider joining or starting a
critique group with other copywriters. Whatever you do, don’t go at this
job alone. Ask for help-I’m sure it will pay off in spades.

***************************************

RESOURCE REFERRAL:

I was so frustrated with crunching numbers at my old job that failure as a
copywriter was not an option. Not only was I adamant about making it, but
I wanted to do it as quickly as possible. Even so, I was reluctant to sign
up for AWAI’s Coaching Program because I didn’t want to spend another dime
on copywriting until I knew I could make money at it. Today, I can
honestly say there’s a special place in my heart for my coach and mentor,
Will Newman.

If you’re skittish about getting started in your new career, consider
getting a coach. Unfortunately, AWAI is no longer in the coaching
business. The good new is their affiliate company, Accelerated Training
Services (ATS), is.

ATS coaches are working copywriters who know exactly what makes for
good.and bad.copy. And they’ve all mastered the latest copywriting
principles taught in the AWAI programs. Based on my experience and what I
know about ATS, I don’t think there’s any way you can go wrong. Click on
the link below to learn more about their program:

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THE COPY PROTÉGÉ READER FEEDBACK

“I admit it. I bought the AWAI Copywriting Course and let it sit
for…well, too long. Finally I decided I wanted a new work-from-home
career more than my health profession, and buckled down.

At last year’s AWAI Copywriting Boot Camp, we received the usual spec
assignments. This time, I didn’t just think about doing them. I submitted
two assignments (after working long and hard on them, that’s true) — and
landed two paying clients!

Although I am taking on other work too, I stay pretty busy just from these
two clients, who gave me a portfolio. Also used my copywriting skills to
write the copy for a mini website I am using to sell an information
product I created. I’m not a *natural* copywriter by any means (I think writing professional reports messed me up).

So, get to it. As I tell myself every day, all I have to do is put my butt in the chair and write.”

Susan N.

Hats off to you, Susan, for taking the initiative and finishing two spec
assignments! I know it’s hard work, but it’s certainly worth it when it
leads to a stream of steady checks. It’s hard for some people to believe
that spec assignments really can lead to paid assignments, so we
appreciate you sharing your story.

***************************************

QUICK COPY TIP: HOW TO CONDUCT AN INTERVIEW
by Krista Jones
Today, I was interviewed about what it takes to write copy for the
self-help market. But as a copywriter, you will typically be on the other
side of the table.

I’ve conducted a couple dozen interviews over the past few years. I’ve
spoken with product managers, authors, doctors, and publishers. When I
want to talk with someone about her product knowledge or personal
experiences, I send an email to arrange for the interview. In the email, I
tell her:

* who I am,

* who suggested that I get in touch with her,

* why I want to interview her,

* how long the interview will take, and

* I ask for a convenient day and time to call.

I recommend that you follow a similar process. I also strongly recommend
that you decide in advance specifically what you want to find out during
the interview and prepare a list of specific questions you want to ask.

I like to send the questions to the interviewee ahead of time so she can
prepare for the interview. This virtually guarantees that I’ll get
everything I need during the interview.

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© 2006 Prepaid Copywriting LLC.

THE COPY PROTÉGÉ
Issue #19
May 16, 2006

“We find no real satisfaction or happiness in life without obstacles to conquer and goals to achieve.”
– Maxwell Maltz

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IN THIS ISSUE:

* The Journey, Part 2 by Krista Jones

* Resource Referral: Now That’s My Kind of Marketing!

* The Copy Protégé Reader Feedback

* Quick Copy Tip: Laying Out Your Copy by Krista Jones
***************************************

THE JOURNEY, PART 2 by Krista Jones

After last week’s essay about how I got started in the copywriting business, a few readers wanted to know exactly how I landed my first assignment and how it led to a stream of additional assignments. So today’s issue will answer those two questions.

My first paid assignment came from a spec assignment that AWAI handed out at the 2001 bootcamp. The assignment, which was given to all 70 attendees, was to write a sales letter promoting the basic copywriting course.

Most people seemed very excited about the opportunity to work on a real assignment. But I’ve got to say, knowing there’d be so competition really put my nerves on edge. Nerves notwithstanding, I started working on the letter the day after I got home. And I put in a few hours a day on it for the next three weeks. When I felt I’d done the best I could, I emailed the letter to Katie Yeakle, AWAI’s Executive Director.

A month passed with no word from AWAI so I thought my letter was dead in the water. No sooner had I given up when I received an email from Katie saying they wanted to work with me on the letter.

Although I was shocked that they wanted to use the letter, I was even more shocked when I learned that out of the 70 people who attended the bootcamp, only four of us actually completed the assignment. And…of the four letters they received, AWAI paid for and mailed two! I couldn’t believe that after all the buzz about the assignment at the bootcamp only four us followed through.

So the first thing I’d recommend to you (as I do every new copywriter who is interested in working freelance) is to take advantage of every opportunity that can help you get your foot in the door with a client. If you’re offered a spec assignment, don’t let fear keep you from taking a shot. Look at it this way: your client likely is looking for potential—not perfection.

Trust me, my spec assignment was far from perfect when AWAI accepted it. I still had a lot of work to do after I got the good news. In fact, it took two pretty hefty revisions before the letter was ready to hit the street.

HOW ONE THING LED TO ANOTHER

Back in 2001—the time when I did the assignment—there was a company called Fourth Avenue Marketing Group that solicited work from direct marketers and then offered the assignments to promising AWAI grads. After my first assignment, Fourth Avenue started filling my schedule with assignments from various companies.

I also landed several assignments from a friend who was selling space ads for a local yellow page directory. She would meet with five to six business owners a day and if they ever mentioned needing help with other sales promotions, she would give them my card. Several of them followed up and gave me a call.

I was very fortunate to have Fourth Avenue doing my selling for me. Although Fourth Avenue no longer exists, if you’re shy about selling yourself as a copywriter, you might consider looking for someone else to do your marketing for you. A few suggestions might be to barter services with someone who is willing to get your name out there, ask a well-connected or extraverted friend to talk you up and hand out your card (like I did), or hire someone to work as your agent, perhaps offering them a percentage of your fees.

PLANT THE SEED

Ultimately, I believe our success has a great deal to do with the energy we put out. Although I may not have actively pursued work with Fourth Avenue (or the business owners my friend encountered), I firmly believed that I would have enough copywriting work to quit my job in one year. And that’s the energy I put into the universe.

The important thing is to get that first assignment under your belt…by any reputable means necessary…and then keep your momentum going.

One way to get started is to plant seeds by telling everyone you know that you are a copywriter (more about that in the Reader Feedback Section). Once people know what you are doing (and the type of work you want to do), you’ll be amazed at how things can come together for you.

Here’s an example of how planting a seed worked for me. About six months after I started doing assignments for Fourth Avenue, I mentioned to Brian, the President of the company, that my dream was to write for Nightingale-Conant (www.nightingale.com). Brian said that Fourth Avenue had been trying to solicit work from Nightingale for over a year, but hadn’t any luck.

About two months later, Brian called me and said they had just landed two assignments with Nightingale and one of them was mine if I wanted it. Of course, I was all over it, and have since written nearly 20 packages for Nightingale. If I hadn’t told Brian who I wanted to work for, he might have offered the assignment to someone else.

It won’t always be that simple for you, but it might be a time or two. And that may be all it takes to get you started.

So what are you waiting for? Go plant some seeds!

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RESOURCE REFERRAL:

Be it good, bad, or indifferent, I don’t like to beat the bushes for work. Yet, I always seem to have at least two or three projects brewing. Whenever someone asks me how I do it, I tell them I practice “spiritual marketing,” which is a wonderful process I picked up from a book by Joe Vitale. People are fascinated when I tell them about this process—so much so that I’ve lent that book out more than a dozen times!

Last year, Joe Vitale released a new book called “The Attractor Factor” that expands on the practice of spiritual marketing. It gives 5 steps for creating wealth from the inside out. I like this book even more than the first one. Practicing these steps is the easiest way I know of to attract the kind of work that I’m interested in. Find out for yourself.

http://www.amazon.com/exec/obidos/redirect?link_code=ur2&tag=wwwcopyprotec-20&camp=1789&creative=9325&path=http%3A%2F%2Fwww.amazon.com%2Fgp%2Fsearch%2Fref%3Dbr_ss_hs%3Fplatform%3Dgurupa%26url%3Dindex%253Dblended%26keywords%3DThe%2BAttractor%2BFactor%26Go.x%3D7%26Go.y%3D9″>The Attractor Factor

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THE COPY PROTÉGÉ READER FEEDBACK

“I am a student of AWAI as well. I am from Penang, Malaysia. I am doing the Six Figure Copywriting course. It is challenging but I am enjoying it.

I am holding a full-time job, as well as tutoring a couple of ESL kids after work 3 times a week. Juggling my time is quite a challenge but I still set the time to study. I have been inspired by yours and Monica’s journey.

My goal is to eventually give up my full-time job that I have been holding for the past 25 years. I am at the cross roads right now of how I am going to cut back the hours at my job. I too am mustering up the courage to tell my boss about my interest in copywriting and cutting the hours at work.

I have been getting a few small paid writing assignments. I have written a couple of sales letters, and a couple of articles for a content page, and some auto-responder emails for an internet marketer. And someone is asking my help in writing a book on Feng Shui.

How did I get these assignments? I put the word out in the community and told everyone that I met my interest in copywriting.

Also, a year ago I attended a 2-day internet marketing seminar. I made several contacts at this seminar and kept in touch with some of them. That is what kick started me into copywriting.

I totally agree with you. Set some goals and put in the time and effort and it is amazing to see results kicking in.

Even though there are days that I struggle, but all in all, I just love everything that I am learning about copywriting.”

Shama

Thanks so much for sharing, Shama. It sounds like you are well on your way to making it happen. Although it’s scary trying to get up the nerve to talk to your boss about cutting back your hours, I think you’ll feel really good afterward that you had the courage to share what’s important to you. I hope it all goes well.

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QUICK COPY TIP: LAYING OUT YOUR COPY by Krista Jones

Jim M. wrote me and asked: “What’s the best way to submit a project (formatting wise) when you know it is going to be laid out by a graphic designer?”

Well, Jim, I do it a couple of different ways…

If I want to include a simple design element in the copy, such as a sidebar, I usually place the appropriate copy in a text box in the approximate location I think it should appear when it’s laid out on the page. That way when the client and graphic designer review the piece, he or she has a general idea of what I had in mind when I was writing the copy.

However, when I want to include a design element that’s more challenging, I write suggested instructions for the graphic designer in the copy. I place the instructions inside of brackets and usually in a different font so they stand out.

For example, if I wanted to include a starburst to indicate that what I’m writing about is new, my instructions would look something like the following:

[Graphic Design Idea: Please place the following copy in a starburst to the right and above the headline: “NEW!”]

Also, sometimes when you’re submitting copy you won’t have all of the information you need to complete a sentence. When that happens, I put brackets around the missing information to indicate that attention is needed there. I also usually highlight the bracketed area in yellow so it stands out.

For example, you might write, “The Copy Protégé has been in business since [include month and year here].” Or “Sign up by clicking this link: [Insert URL].”

I’m sure other copywriters use other methods to convey their ideas to the designer, but either of these techniques should be acceptable to clients.

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© 2006 Prepaid Copywriting LLC.

THE COPY PROTÉGÉ
Issue #18
May 12, 2006

“The training of children is a profession, where we must know how to waste time in order to save it.”

– Jean Jacques-Rousseau, French Philosopher, 1712-1778

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IN THIS ISSUE:

* The Mommy Copywriter by Monica Day

* Resource Referral I: Combining Family And Business

* Resource Referral II: Take The Plunge!

* Quick Copy Tip: Get Out Of Your Chair by Monica Day
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THE MOMMY COPYWRITER by Monica Day

I’ve shared on many occasions that my children were young when I started copywriting – just four years old and ten months old, respectively. As a result, I’ve received more than one email – and numerous comments over the last few years – asking what it takes to become a six-figure copywriter, and still be a first-class Mom.

I hope even if you aren’t a parent juggling kids and career, you’ll keep reading. The hyper-focus, sheer determination, and ability to maintain perspective is a powerful combination for all of us to cultivate.

But it’s an absolute must for any parent who doesn’t have the luxury – or the desire – to put your life on hold while your precious ones grow up.

Where Parenthood, Perfection, And Career Collide

In the throws of pregnancy – thanks to millions of marketing messages and a raging river of hormones, we vow to be the best possible parents we can be. To never begrudge our children an iota of our time and attention, to lavish material possessions and comforts upon them as we can, to protect them from evil, deliver them from temptation, and a whole host of other impossibilities.

But then, it happens. You get real…practical, even. Maybe money gets tight. Or you can’t possibly see putting your child in daycare every day and going back to the office like you planned. Or you can’t see yourself sitting at home in clothes that have spit up stains on every shoulder and under every chin (I mean yours, by the way, not the baby’s!)…and it hits you.

Your idea of ‘perfect parenting’ – whatever it was – has to change.

That’s how most parents – and I’ll say specifically women – make their way to copywriting as a possible new career. And that’s what makes copywriting a perfect match for many of us…with a few caveats.

I’ll be the first to tell you that copywriting – or any freelance business – is a better gig by far than the indentured servitude most people call “employment.” I’ve often referred to myself as largely unemployable – because if I have to make a choice between reporting in to an office and taking care of my family, there’s really no contest.

But I’ll tell you the truth…you’ll pay a price for such freedom. You better make sure right from the start that the cost won’t be too steep down the road.

Don’t Forget That ‘Work-From-Home’ Means You WORK

If I had a dime for every time someone commented that it must be great to work from home and spend all my time with my children, I’d retire from copywriting today.

The assumption behind this comment is a dangerous trap – namely that someone is paying you to stay home with your kids. There’s a critical element missing: as a freelance copywriter, you are WORKING from home. Not just getting paid to stay home with your kids. (That’s welfare, by the way, this is copywriting. Big difference.)

Not only do you need to remember that, but you’ll need to make it clear to your family, friends, neighbors, the PTA and everyone else who would minimize the effort your work will take based on where you’ll do it.

Whether you wear pajamas and fuzzy slippers or your power suit…stand at the kitchen counter and make lunches with one hand and read “Breakthrough Advertising” with the other…you’ll have to accept the fact that you are not a stay-at-home Mom (or Dad!) any longer…even if you are now working at home.

How To Do It All

That being said, what you will gain is flexibility. There are endless creative ways to provide quality care for your children if you are willing to remain open to new possibilities.

I was lucky…I happened to have an excellent daycare provider just three doors away from my home. I felt confident that my children were close by, well-cared for (I’ve often said that she did a better job of raising them than I ever could have!), and very happy to go off and play with their friends all day.

I know one copywriter who has a nanny come to her home and care for the children while she works – which is a possibility once the money starts to flow. And another who manages to home school her children and still pick up a part-time load of copywriting gigs. She uses their study time as her work time.

I’m also a big fan of swapping out with a network of other parents. Perhaps you take five kids for the day on Monday – and you find four other parents in your neighborhood willing to do the same on the other days. You’ve got yourself a cooperative day care.

It can take more effort, certainly, but it’s worth it to be able to create a situation that works for your child and still allows you to earn a decent living on your own terms.

Scheduling Is The Key

While it’s true that there is no one “perfect” schedule for everyone, having a schedule is imperative if you’re going to succeed as a parent copywriter. That schedule will change from year to year as your children get older and their needs change.

Here’s the optimal schedule I suggest if you have young children, and you don’t want a full-time daycare situation… but you can find some way to get coverage for part of the day:

5am: Adult wake-up time
5-7am: Adult planning and prep time
7am: Kid wake-up time
7-9am: Family planning/prep/play time
9-1pm: Kids go and have a life someplace
Adult focused work time
1-3pm: Kids come home to nap or rest depending on age
Adult less-focused, but still able to work time
3-8pm: Dedicated family time…no multi-tasking!
This is when they get your undivided attention.
When you cook and clean, they help. Eat together. Play.
It will be enough for them, you’ll see.
8pm: Kid bedtime/quiet reading time, depending on age
8-10pm: Adult personal time…read, relax, personal email
and phone calls.
10pm: Adult bedtime

There is a myth that your children will need you less as they get older. I contend that they will need you differently…but not necessarily less. Be sure to re-tool your schedule as your family’s needs shift.

For example, next year I’ll have both daughters at the same school during the same hours (do you hear that sound? It’s the hallelujah chorus in the background!). But because of some changes in our family situation, and my older daughter’s move into being a pre-teen (yes, 8 is a pre-teen already these days, have you noticed?), I’ve decided that they need me a little more right now. So over the summer, I’ll be carving out a schedule that gives them what they need – and create my work schedule around that.

Once you have a schedule that works, the trick is to stick with it and be as consistent as possible. Kids love routine and structure – and your clients will appreciate your predictability as well. Flexibility doesn’t have to mean that your life is a moving target every day – just that you are the one in charge, not your ‘boss.’

Time May Be Flexible…But It’s Still A Finite Resource

You might notice that the schedule above gives you just six hours of productive work time a day, but it’s also high in planning and prep time. This enables you to maximize your productivity and still be able to manage the rest of your life.

Those hours can shift somewhat, however, to accommodate a big project, a new client, or a short-term marketing effort for your business. For a time, you might need more like or 8-10 hours a day if you want this thing to fly.

For short periods, you can forego the personal time, or the planning time, or even a little sleep. Just don’t let it become a habit, or you’ll pay for it with your health or your family relationships – two things that should be non-negotiable.

And one last word about weekends. I have a goal of keeping weekends sacred from work – but I rarely attain that goal. Which means I often sneak in four hours or so every weekend, perhaps while the children are on playdates, or during other windows of time. I’m convinced I can break this habit one day soon – but it will mean maximizing my productivity during the week even further.

How much time you carve out of a day is one thing – how you choose to spend it is another. There’s not much time for things like television, online games, email addictions and other distractions when you choose this path. But what good comes of such activities anyway? I’ve never heard of anyone earning a six-figure salary by watching five hours of reality TV a week…have you?

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RESOURCE REFERRAL: COMBINING FAMILY AND BUSINESS

There are a lot of books out there about having your own business…and a lot of books about raising your family. But precious few overlay the two topics effectively.

One such book is called: Honey, I Want To Start My Own Business by Azriela Jaffe. I relied on it heavily when planning the first business I ever started (copywriting is my second, I was once a corporate trainer). If you have a spouse or partner, and you want to take the leap to freelance, this book is an invaluable resource – and could even save your relationship one day!

When you have a family, you will have additional challenges to consider when starting your own business. But you also should see your family as a source of support and a built-in cheerleading squad, too. Understand that it might take a little work to get everyone on board your ship. Take the time and effort to enlist their support before you set sail. It will make your successes sweeter, and your challenges less lonely.

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RESOURCE REFERRAL II: TAKE THE PLUNGE

We’ve noticed that many Copy Protégé readers are on the fence about taking AWAI’s Accelerated Program for Six-Figure Copywriting…and perhaps are just looking for a little help to take the plunge.

We make no apologies for being unabashed fans of this program. We’ve personally met the people behind it – from Michael Masterson, Paul Hollingshead, Katie Yeakle, Don Mahoney, Bob Bly and the entire caring and supportive staff – and we stand by their credibility and character. In fact, we now count them as colleagues and friends, even though we didn’t know any of them just four short years ago.

Besides, as a company, they stand behind all of their products with a 100% money-back guarantee. So why continue to resist? Find out today if copywriting might be a good fit for you.

Dreams are great, but taking action is the only thing that makes them come true. Take the plunge today:

http://www.thewriterslife.com/fwb7

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QUICK COPY TIP: GET OUT OF YOUR CHAIR by Monica Day

I’ve often called Krista during her time at the gym, or her morning walks with the dogs. It’s been a painful reminder that my life has become increasingly more sedentary as I’ve gotten busier and more successful. Krista says that exercising is such a central part of her life, she couldn’t imagine letting it slide, no matter how busy she is with assignments.

I wish that was true for me, but it’s not. I loathe gyms, and am lukewarm about pets. And because of a car accident I had many years ago, my mobility is somewhat limited anyway – making exercise more of a chore than a fun break.

But still, I felt myself getting more and more out of shape, which didn’t feel good. Then, I started having to buy clothes the next size up. I admit it, I’m vain – and it bothered me. A lot. Something had to be done.

So I broke down and got a dog that I walk at least once a day (and I admit that her faithful company throughout the day does keep me from getting too lonely.) I also started attending yoga classes every Wednesday night. In a good week, I also do some yoga at home in the mornings. I find it helps clear my mind as well as tone my body – a good benefit for a writer of any kind.

Keep your body in shape, even as you work on cultivating your copywriter’s mind. Don’t let it go downhill as your career climbs.

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© 2006 Prepaid Copywriting LLC.

THE COPY PROTÉGÉ
Issue #17
May 9, 2006

“For the things we cannot do because we have to learn them, we learn by
doing them.”
–Aristotle

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IN THIS ISSUE:

* The Journey by Krista Jones

* Resource Referral: More Help For Changing Your Career

* The Copy Protégé Reader Feedback

* Quick Copy Tip: Don’t Write Upside Down by Krista Jones

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THE JOURNEY by Krista Jones

Over the past few weeks, Monica and I have received several inquiries
about the best way to transition from a full-time job into copywriting. So
today I’ll tell you more about how I did it and maybe it will spark some
ideas you can use for yourself.

The first thing I did when I decided to become a copywriter was set a goal
to finish the AWAI basic copywriting course in one year
(). I knew I could finish it sooner, but
since copywriting is so different than what I was used to, I wanted to
take my time and really absorb the material.

From day one, I studied the course at least 10 hours a week. I usually
studied an hour a night Monday through Thursday, and then three hours a
day on Saturday and Sunday. It meant forgoing a few movies, Braves games,
and a weekend or two at the lake. But I stuck with it and 11 months later
I completed the course.

While I was taking the course, I also did a lot of thinking about the
types of writing I wanted to do. I decided self-help was the area I was
best-suited for so I ordered a few self-help products to “seed” myself on
their mailing lists (that way I could start studying the promotions they
were sending out).

I waited until I finished the course to start looking for copywriting
assignments. I set a goal to have enough work to be able to quit my
environmental job one year later.

Of course, that brought me to the really tough part. How was I going to
find work? I wasn’t too keen on cold-calling or putting together a
self-promotion piece, so I chose to do a spec assignment to try to kick
off my career.

I worked on the assignment for a little over three weeks, putting plenty
of sweat into it. Fortunately all the hard work paid off. Not only did it
end up being my first paid assignment, but it led to a steady stream of
paid assignments.

Meanwhile, I still had my day job to contend with. I decided pretty
quickly (I think it was after my third copy assignment) to reduce my hours
to 32 hours a week to give myself more time and energy to devote to
copywriting.

When I got up the nerve, I knocked on my boss’s office door and told him
about my desire to write copy and that I wanted to reduce my hours so I
could have more time to pursue it. Boy was I relieved when he told me he
would rather have me part-time than no-time.

The work kept coming over the next year-primarily through word of mouth.
As my copywriting workload picked up, I started cutting back more and more
on my hours at work. Finally, about 15 months after my first paid
assignment, I felt comfortable enough to make the leap.

NOW, WHAT ABOUT YOUR SITUATION?

I was very fortunate to have the opportunity to back my way out of my job.
If you’re in a position where you can work part-time while you build your
copywriting career, I highly recommend it.

But maybe you’re not in a position to split your time between your job and
copywriting. What should you do if it has to be all or nothing?

Unfortunately, there’s no hard-and-fast way to transition into your new
career. Everyone’s financial needs, family situation, temperament, and
comfort level in getting started are different. However, regardless of
those variables, there are three basic things that will have a major
impact on how things play out for you: your attitude and goals, your level
of self-discipline, and your support system.

While you’re honing your copywriting skills, figuring out how to fit
copywriting into an already overflowing life, or trying to land your first
assignments, your attitude about being a copywriter will play a big part
in how well you do. If you’re going to make it, you have to dispel your
self-doubts-or at the very least, feel the fear and do it anyway.

Sometimes something as simple as creating your own copywriting business
card can help you gain confidence and maintain a positive attitude.
Especially if you put cards in places where you’ll see them regularly. It
may sound silly, but it will help you remember who you’ve decided to be.

Of course, attitude isn’t everything. You also have to take action. And
that’s where setting goals will help. Goals can provide a roadmap for
taking you from where you are now to where you want to be. I took the slow
and steady, tortoise approach to going freelance by setting a goal to
become a full-time copywriter two years after I started learning the
skills. If you’re a hare, you might want to take more of a pedal-to-the
metal approach like Monica.

Regardless of what your goals are, once you’ve set them, you must have the
self-discipline to accomplish them. Setting aside time to study, write, or
market yourself will be one your biggest challenges. But you simply have
to find a way to do it.

You can set aside blocks of time like I did, or you can get up early or
stay up late. The important thing isn’t when you do it. It’s that you
continually take small incremental steps toward your goal every day-or at
least most days.

It will help a lot if you tell your family and friends how important it is
to you to make this change. Ask for their support-you’ll need it. You’ll
need them to not interrupt you during study or writing times, watch the
kids for a few hours a week while you make calls or work on your website,
and help with some of your household chores.

That’s how I broke into copywriting. But that’s just one way to do it.
There are countless ways to break in. The key is to start with the belief
that you can do it, and then make an honest effort to follow through.
Because the truth is, you’ll never know what you can or can’t do until you
try.

In the meantime, if you feel inspired to share how you are making the
leap - or how you did it if you are already a full-time copywriter —
please send us a note at admin@copyprotege.com. Your ideas may be just
what someone else needs to hear to help them along their journey.

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RESOURCE REFERRAL

Valerie Young, Dreamer-in-Residence of Changing Course, might be able to
lend additional support in helping you transition into copywriting. I
attended one of Valerie’s conferences a couple of years ago and it was
full of actionable advice. Everyone I talked to said they were walking
away with new insights and at least the beginnings of a plan for following
their own path.

But Valerie offers much more than conferences and workshops. Her website
contains loads of resources (some free) to provide perspective,
motivation, and guidance for following your dream. Go ahead-take a peek
and see if you can find something that fills the gaps and helps you take
flight:

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THE COPY PROTÉGÉ READER FEEDBACK

“I’ve gotten your report, the first 4 issues of your
newsletter and the last issue and have enjoyed them very much.

I’m enrolled in the course right now and had put it away but after
reading your newsletters, I’m going to start all over again. I’d love
to read your April issues but I only get Issues 1 through 4 when I
click on April archives. Is there any way to get issues 5 through 13?”

Rita

You caught us! Although we plan to put two more issues from the archives
up onto the site each week, we got so caught up with deadlines and
traveling last week, we let it slide. Sorry about that! But we’re back on
track now, and you can get two more issues, #5 and #6 if you visit the
site now (www.copyprotege.com). And every Tuesday from now on, we’ll
continue to add two more. Thanks for being patient with us!

We also added a new section to the site starting today - the library! You
can find it right under the link to the archives. As we can, we’ll be
adding the books and courses we’ve used to launch our careers - and even
what we’re reading now - along with out personal review and observations
about the material. Tune in whenever you can to see what’s new!

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QUICK COPY TIP: DON’T WRITE UPSIDE DOWN
by Krista Jones

Last week, I met with fellow copy protégés, Faye and Debbie, at Starbucks
to talk about breaking into this business. During our discussion, Faye
mentioned that she often writes upside down. Debbie and I got a chuckle
out of her description.that is until Faye went on to explain what she
meant.

Faye said, “I dive right into a story without an outline. As I write,
re-write and edit, I find that the best lead is near the bottom of the
story! Working your way into a story-”slouching” toward its most important
information-may work in fiction, but it is not effective in copywriting.”

Faye is right. Her description took me back a few years to a comment one
of my clients made when she was reviewing a lead I had written. My client
said, “I really like the fourth paragraph. I think we can delete the first
three paragraphs and start the letter with what you’ve written there.”

The fourth paragraph did what every good lead should do-it hooked the
reader right away. Since then I always check my leads to make sure the
copy starts with the biggest bang possible. Like Faye, sometimes I find
that my first few paragraphs are just fluff-a warm-up that leads to where
the copy really starts to sing.

How about you, do you ever write upside down? Unless I miss my guess, you
probably do-at least from time to time. But there is a way to find out.

Have someone evaluate your lead to see if it’s compelling. Then ask them
which paragraph is the most arresting. Chances are the paragraph they pick
is where you should start the lead.

(Ed. Note: Faye Musselman is a writer/editor living in Atlanta, Georgia.)

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© 2006 Prepaid Copywriting LLC.

THE COPY PROTÉGÉ
Issue #16
May 5, 2006

“Opportunity is missed by most people because it is dressed in overalls
and looks like work.”

— Thomas A. Edison (1847-1931)

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IN THIS ISSUE:

* Which End Is Up? by Monica Day

* Resource Referral I: An Easy Way To Study The Masters

* Resource Referral II: Two Ways To Study The Industry

* Quick Copy Tip: Don’t Reinvent The Wheel By Monica Day

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WHICH END IS UP? by Monica Day

When you’re first starting out as a copywriter, just getting a paying
assignment feels like the Holy Grail. All the terms that clients and
marketing managers throw around are a little mysterious even - front end,
back end, premium, bonus - whatever, right? Just show me the money!

Lately, though, I’ve been logging in enough time with some of my clients
that I’ve been invited to sit in their inner circles when they are
brainstorming their products, crafting their message, differentiating
themselves from the competition. I’ve been learning as much as I’ve
contributed in these sessions if not more. Today, I want to let you in on
an important secret of the business - the real direct response Holy Grail.

But first, let me tell you what I thought. About a year ago, I started
getting assignments for very high end products - trading services that
cost a thousand or more dollars to get in the door. And I even started
getting paid royalties on this - which in my book meant I’d “made it” as a
copywriter. I thought that the price of the product was a direct
correlation with how hard it would be to get the copy right and make the
sale.

So you can imagine how confused I was when I had one client who kept
holding back on certain assignments from me because she didn’t feel I was
a ‘tested’ copywriter yet. After the last couple days in Chicago, I
finally understand what she meant.

I hadn’t done a ‘front end’ effort yet.

These high priced efforts I’d been doing were all for ‘back end’
products - which is a product you sell to the list you’ve already
assembled. Making a second sale to a customer who already knows and trusts
you is a lot easier than making that first sale to someone upon your
initial introduction. As Michael Masterson often teaches, it’s like
getting all the way to the wedding chapel (or wherever you’re trying to
go) on the first date.

Which makes a front end promotion THE Holy Grail assignment for
copywriters!

A ‘front end’ effort is how you build the list that you will eventually
sell your ‘back end’ products to. It’s the first sale you get with a new
customer. What’s funny is that these are often lower cost products or
services, and the effort it takes to get these names means that your
client usually loses money on these efforts — happily. They know that
once they get an excited new customer on their list, that name can become
worth hundreds, and even thousands of dollars in back end sales. So the
loss on the first sale is well worth it.

What does this mean for a new copywriter?

Well, it certainly helps you to better understand your career ladder. For
me, I got a long-term editorial assignment first. Then, I was able to make
some inroads into promotional copy. Some would go out online first - and
only if they performed well would they make it into the mail.

Now, I’ve made it to the back end/front end echelon, with two front end
promotions on my plate during the next 4-6 weeks. I’ll keep you posted on
how this goes.and impart a little advice in the meantime.

When you study controls, make sure you have a mixture of both front end
and back end efforts in the mix. What differences do you notice between
the two types? Even if it’s 3-5 years before you get a shot at a front
end, it’s good to know what you should work towards.

As my client in Chicago said, “The real heroes in copywriting are the ones
who can deliver a front end control.” Here’s to becoming a hero. Wish me
luck.and of course, I’m wishing you the same.

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RESOURCE REFERRAL I: STUDY THE MASTERS

It’s one thing to study the mail - but how do you know what works? More
important, why does it work?

When you study controls, it helps to have a study guide to tell you
exactly what you’re looking at - and that’s why I recommend that every
copywriter or marketer have a subscription to Monthly Copywriting Genius.

The format is brilliant - the dissection of the promotions, side-by-side
with insightful interviews with the copywriter is just the right
combination. It doesn’t take more than a half hour or so a month to read
these through and study them - time well-spent once you put these secrets
to work in your promotions.

Perhaps the unsung hero of this service is the archives - with a user ID
and password that comes with your membership, all the back issues are
yours. That’s what I call a good deal.

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RESOURCE REFERRAL II: STUDY THE INDUSTRY

As I was putting this issue to bed, I realized that you should also be
studying the direct response industry. Start looking at your copywriting
efforts through your clients eyes - and learn how to speak their language.

Whether you want to develop your own products down the road, or you just
want to increase your industry IQ, you should check out the following two
courses offered by Early To Rise:

The low-cost Direct Marketing Quick Start Kit:

The more comprehensive Direct Marketing University Masters Edition (this
is what I have personally and highly recommend):

I’m also going to attend a couple of industry conferences this summer in
an effort to continue increasing my own level of knowledge: NEPA in
Washington, DC in June and DM Days in New York City, also in June. I’ll be
sure to fill you in on those opportunities in an upcoming issue.

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QUICK COPY TIP: DON’T REINVENT THE WHEEL by Monica Day

Another extremely important - and very challenging - insight I gleaned in
Chicago is not to always ‘reinvent the wheel’ on every assignment.
Perplexed, my client said, “I don’t know why copywriters feel like they
have to do everything from scratch. If we have a past promotion that
worked, and we say we just need it updated, that’s what we mean!” And, of
course, she’s right.

That’s why AWAI and other copywriting gurus stress the importance of
studying controls. Mimic - and yes sometimes even copy word-for-word if
the client wants you to and they own the copyright - a successful
promotion. There’s no shame in it - after all, that’s why we’re called
COPYwriters.

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© 2006 Prepaid Copywriting LLC.