In Issue #244

• How Do You Define Personal Success? by Monica Day
• Resource Referral: Mentoring Options
• Quick Copy Tip: Skip The Stuff That Slows You Down

Editors Note: I am away at a personal – and very powerful – retreat this week. I have started many essays for you while I’ve been here. But I have discovered it can be hard to learn big lessons, synthesize them, and write about them – all at once! So please accept this oldie but goodie – and know that this topic is near and dear to my heart. Your personal success – and how you know you’ve achieved it. I’ll be writing more about this topic much more in future issues. In the meantime, enjoy!

How Do You Define Personal Success?
by Monica Day

Some people have more money than they could ever need or want…and still, they’re not happy. Others live a very meager existence, and still feel that most of their days are well-spent and worthwhile.

Money, clearly, only has some bearing on our personal happiness.

The greater portion of contentment comes from finding meaning in our lives. And money doesn’t confer meaning in and of itself…although it can be an important vehicle for manifesting the meaning you desire.

It’s not enough to say you want a six-figure salary or a seven-figure net worth…you have to know why.

One of the reasons copywriting works so well for me is because I always wanted to be a professional writer. I like the freedom of being able to work independently. And the income allows me to travel, to live where I want, to send my kids to private school, and to contribute to causes that are important to me.

But the connection with copywriting goes to an even deeper level for me.

More than anything, I value having the ability to influence others with my words. Whether it is to move someone to greater introspection, reveal new or hidden information, or issue a call to action – the best copywriting has the power to change people’s lives.

I believe the ability to communicate with others is one of the most powerful skills we can possess – one that can be used to achieve great things. Ultimately, I plan to do just that.

If I didn’t have these deeper reasons backing up my goal to achieve six figures…and ultimately seven figures and the status of independent wealth….I’m not sure how I would forge ahead when things get challenging. (And believe me, they do, often…)

I’ll share with you an exercise I’ve developed over a period of about 15 years – without even realizing that I was coming up with a ‘system’ for determining how much wealth I needed to accumulate. Of course, you can do it in just a few sittings!

1. Discover What Matters Most To You

   The first step to uncovering your personal definition for success is to make a laundry list of the things that are important to you and that interest you. Everything from cherishing your family and friends to solving world hunger to riding horses and going sailing on weekends…you name it. If it’s something you’d like to pursue in this lifetime, it belongs on your list.

2. Define Your Most Essential Goals

   Then, mercilessly cut that list down to the top ten. These are the things that you feel you MUST pursue in some way before you reach the end of your days. Ultimately, these ten items will comprise your legacy – how people remember you at your funeral. The list you emerge with from this step should be that essential to you.

3. Drive Down To Specifics

   Next, take a little time to flesh out each one of your top ten goals more specifically. For example, maybe you have a passion for sailing. Determine what it will take for you to satisfy that passion fully. You may decide you want to buy a sailboat, dock it within an hour of where you live, and spend 50% of your time sailing. Or it may be enough to rent a boat for two weeks a year and spend your vacations sailing.

   Be sure to be more specific than “Retire in 10 years.” Retirement is a nebulous term – as anyone who has retired young knows, you can only play so much golf and go to the spa so many times before you crave a life with deeper meaning. Ask yourself the question “why” often as you create the vision for your life.

4. Determine The Cost Of Your Dreams

   Once you determine the level of mastery or involvement you want in each of these life-defining goals, you’ll have to also figure out what it will cost to achieve them.

Not every item on this list will require money. Some will take time and others will require that you cultivate a certain attitude or outlook on life. But each will carry some type of cost.

Sharpen your pencil and determine what the cost is – particularly of time and money.

Once you add it up – and place a little padding on there for unforeseen events – you’ll have an idea of what it’s going to take to fund the kind of life that would make you feel personally successful.

Do It For Love, Don’t Do It For Money

When you are considering the opportunity to become a six-figure copywriter – or any path to greater freedom and wealth – take the time to ask yourself how it serves your deeper goals for your life.

You might find that achieving the items on your essential list don’t require as much income or net worth as you thought you needed. Or you might find that you thought $100,000 a year would do the trick…and you’ll need more like a half million!

You might also discover that copywriting isn’t the best fit for you. Travel writing might be better, or resume writing, or graphic design. Or you might prefer to work with your hands or talk to people every day. If you’re a square peg and copywriting is a round hole – don’t try to stuff yourself in and wonder why you feel so frustrated. Take the time to assess yourself first.

The most useful part of this exercise, regardless what it tells you about your ultimate career choice, is that it aligns your wealth aspirations with your life aspirations. Most people confuse the two and wonder why they never feel satisfied.

Resource Referral: Mentoring Options

A quick note to let you know that I will start a new mentoring group in July for our three-month intensive Copy Protégé Mentoring Program. Please send me your goals and a 2-page writing sample to admin@copyprotege.com if you are interested.

And if you want mentoring – but the three-month intensive is not for you – please check out our new Virtual Mentor program. It gives you all the tools, techniques, support – and even copy critiques and answers to your individual questions – anytime you want or need it. Click here to learn more.

Quick Copy Tip: Skip the Stuff That Slows You Down

I remember many teachers in grade school giving the same sage advice as they handed out our weekly math or spelling tests: if you get stuck on a problem, skip it and breeze through the ones you know. Then, go back to the harder ones later.

These days, with a 4-8 page promo considered ‘short,’ and 12-20 pages the norm, I can’t afford a big slow down when I get stuck. I’ve been looking for tricks to keep up my writing pace, when a subhead, transition, or particular selling point I need to make is giving me a headache.

Getting stuck costs dearly in terms of time and stress about meeting deadlines. So I reached back to grade school memories for a solution. So far, so good.

I skip any section where I’m slowing down or getting stuck and jump into another part of the package or letter. I make a note of what belongs in the section I’m skipping and highlight it in yellow. That way I can go back and easily spot the places where I went ahead and fill them in before turning the promotion in to the client.

Isn’t it funny – sometimes we look for new tricks, when the old ones we learned years ago work just fine. Try it.

In Issue #243

• Main Essay: Getting It Backwards by Krista Jones
• Resource Referral: Get Paid to Travel
• Quick Business Tip: 3 Ways to Reboot Your Mind

Editor’s Note: I planned to write to you today about moving through a transition in your career or business. But then I came across an essay I wrote a couple of years ago that expresses what I had in my mind. So rather than writing the same idea in a slightly different way, I’m reprinting the original. I hope you enjoy it.—Krista

Main Essay: Getting It Backwards
by Krista Jones

Last week, one of my mentoring “students” was considering taking advantage of a self-marketing opportunity that can easily make her career. The downside is if she does it before she’s ready, she could blow her career.

This courageous lady was ready to apply, but sought my advice before making the move. Well, let me tell you, she is quite talented and I’m confident she will do well in the industry. But, I was still a little nervous about telling her to go for it.

As I considered how to respond to her, I remembered a situation I was in back in the summer of 1986 …

It was the last quarter of grad school and I was attempting to finish my thesis. Although I’m usually a fairly positive thinker, at the time I was mired in doubt, thinking I would never finish it on time.

Here’s why:

I needed to collect about six inches of rainfall data in order to complete the thesis, but we were in the middle of an unusually dry summer. About a month before my thesis was due, my computer, which contained the only record of everything I had written, crashed. And … my thesis advisor, who was renowned for being extremely tough on women, wasn’t the least bit interested in granting me an extension.

I was stressed out to say the least!

Well, one night I was bellyaching about my plight over pizza with George, my good friend and mentor. George listened for a while and then he told me I would finish my thesis on time.

And then he added, “But you will have to believe it before you see it.”

George always looked at life differently than anyone else I had ever known, and I usually loved him for it. But that night I was put off that he didn’t give my crisis the weight it deserved.

Fortunately, about 15 minutes later I came to my senses and realized George was absolutely right.

The next day I started concentrating on reconstructing my thesis. I focused on it so much that I lost track of myself. I stayed up very late most nights, missed a few parties, and even skipped a class or two to rewrite the report. As it turned out, it was much better than the original.

And yes, the rains came in time, and I finished and successfully defended my thesis on time.

Which brings me back to my talented student.

How silly of me to hesitate to encourage her to apply for the opportunity to market her services nationwide. After all, she is doing exactly what she should do to jumpstart her copywriting business: Believing it before she sees it.

That’s what I had to do to build my business—and it’s what you’ll have to do too.

Belief is much more than a feeling. When you believe something is true, you automatically do things that align with that belief. It’s those actions (staying up late to complete a goal, getting a coach, or taking advantage of a powerful self-promotion opportunity) that bring the results you’re looking for.

So if you’re sitting back thinking “I’ll believe it when I see it” as you pursue your goals, you’re getting it backwards.

You’ll be much better off if you let go of your old identity so you can focus more heavily on the opportunities that are in front of you. Then you’ll start to see the results you want more quickly.

Resource Referral: Get Paid to Travel

Speaking of letting go or your old identity and taking advantage of opportunities, I want to mention a special promotion that the AWAI Travel Division is running …

It’s for a teleconference that will explain how you can enjoy a week at a tiny hotel on a small Caribbean island, relaxing on a fine stretch of white sand, listening to the palms rustle overhead … for FREE. In fact, it will explain how you can get paid to do it.

If you’ve always dreamed of far-flung travels … on someone else’s dime … then, by all means, get on this call.

The call is on Monday, June 29, 2009, will show you how you can get started — and reveal to you real-world strategies to access this lifestyle. All for less than $20.

Get all the details here.

Quick Business Tip: 3 Ways to Reboot Your Mind

If you’re working on a project but can’t seem to find the words or answers you need, banging your head on your desk is not the solution.

Instead of putting in more idle time in front of your laptop, try one of these quick solutions to reboot your brain:

1. Take a shower: Often times when I get stuck in my work and I can’t come up with the creative ideas and solutions I need, I drop everything and take a shower. Once I’m in the shower, my mind drifts away from my challenge and most of the time the words or the solution I was looking for appears. This happens because when you stop thinking about your problem or you do things that require much thought, the left brain (the logical side of your brain) is basically suspended and the right brain (the creative brain) emerges as dominant. When this happens, you experience some of your most creative and best problem-solving thinking.
2. Turn it over to your subconscious mind: This isn’t psycho-babble, it works, especially when your conscious mind is quiet or has been quiet for some period of time. That said, I generally use this fix at night just before I go to sleep. I state to my subconscious mind that I would like the right words, ideas or answers to come to me while I’m sleeping. Then I close my eyes with the peace of mind that something will come to me by morning. And you know what? Seven times out of ten it does!
3. Join a mastermind group: This concept has been around for a long time. The idea is that two or more heads are better than one. I recently joined a mastermind group and it’s wonderful. Aligning yourself with a group of like-minded people who are focused on their next level will dramatically accelerate your progress.

In Issue #242

• Note from Monica: Back To Basics – Why Copywriting Is Our Core Practice
• Main Essay: Work As a Freelance Copywriter in Your Spare Time Or As a Full-Time Career By Rebecca Matter
• Resource Referral: Can You Really Learn to be a Copywriter Simply by Taking a Course?
• Quick Tip: Pass This On!

Note from Monica: Back To Basics – Why Copywriting Is Our Core Practice

As I make the transition from freelance copywriter to internet publisher, I have come to appreciate the core skill of copywriting more and more. Like Krista – and many Copy Protégé readers – I had a long and varied career before I became a copywriter. I knew a lot about sales, marketing, business development, training – in fact, I just had occasion to revise my resume, and I wanted to hire myself!

But somehow, it was learning the skills involved in writing good copy that brought it all into focus for me. Everything I knew got a little brighter, became a little more effective, made more sense – when I learned how to communicate ideas in a simple conversational tone, and effectively urge people to take action.

So today, I put together a special issue – which includes a VERY special offer – to either reinforce your decision to pursue copywriting…or maybe even revive a commitment that is flagging. I’m turning the issue over to my friend Rebecca Matter from AWAI…but please read down to the end!

I’m also going to ask you to share this issue with other people in your life.

It’s simply a critical time in history – a time that requires we each make some changes to prepare ourselves for the new economy at hand. I am convinced that this skill is going to be more important than ever – not only for surviving these salad days – but for thriving in the days ahead.

Main Essay: Work As a Freelance Copywriter in Your Spare Time Or As a Full-Time Career By Rebecca Matter

Learning how to write effective copy gives you two financially valuable opportunities:

1. You can work as a freelance copywriter in your spare time or as a full-time career. 
2. You can use the skill to increase the money you’re making from your spare-time business.

Either opportunity puts more coin in your pocket at the end of the day. But today I’m going to tackle the first opportunity, and show you what you can expect if you decide to pursue freelance copywriting as a full- or spare-time career.

And just to make sure you and I are on the same page, let’s start with the obvious …

What is a copywriter?

Look at the ads in your favorite magazine or newspaper. Listen to the words on radio ads or TV commercials. Look at the writing in the direct-mail letters you receive at home. Read the words on websites that sell products and services.

All of these words were written by copywriters. Unlike news or editorial writing, copywriting is all about getting the reader to take action.

That’s the job of a copywriter. To use words to get a reader to take a specific action.

And that action can be anything. It might be to click a link in an email, fill out a form, sign up for a magazine, buy a set of pasta bowls, donate to a local charity, get your city planner to approve a proposal – any action at all.

How much can a freelance copywriter earn by working from home?

That depends a lot on your own plans and ambitions. But here are some examples that you can use to get an idea of the kind of money you could make, depending how much time you want to put in:

David works full-time, but wants to earn some extra money for vacations and for the family’s savings plan. He puts in some time during the evenings and on weekends and makes $25,000 a year.

Elaine is a stay-at-home single mom. She has two young children to care for, but still manages to find four hours a day for her freelance copywriting business. She makes $70,000 a year.

Paula is ambitious and works long hours, not only on copywriting, but also on the growth and development of her freelance business. She makes $120,000 a year.

Jack is a real go-getter. He not only found he has a real talent for copywriting, but also that he’s a terrific networker and business developer. He has negotiated some lucrative contracts with a number of big companies and will be making more than $300,000 this year.

You get the idea? The great thing about being a freelance copywriter is that you can adjust how much you work and earn to suit your own personal circumstances and ambitions.

You don’t HAVE to aim to make $100,000 a year or more. You can bring in just an extra thousand a month in a limited amount of working hours. And who couldn’t use THAT these days?

Even better, you don’t have to limit yourself to $100,000 a year. If you have ambitions to make a lot more, copywriting can be the doorway for that level of financial goal, too.

The decision is all your own.

What kind of qualifications do you need to be a copywriter?

None! And this is why I love my job at AWAI so much. I’ve met successful copywriters from all different backgrounds. There is no “mold” when it comes to copywriting.

You can be 18 or 80.

You can have a Ph.D. or not even have finished high school.

You can have a job as a plumber right now, or as a lawyer, or have no job at all.

You can live in a big city, or in a cabin up in the mountains. You don’t even have to live in the U.S.

All you need is a computer and an Internet connection. And if you have a laptop, you can travel to visit family or friends during the week, and your clients don’t even have to know you’re not in your “office.”

Are copywriters still in demand, now that the economy has tanked? 

Great question. And the quick answer is a resounding YES! Here’s why …

When times are tough economically, companies will do all kinds of things to reduce costs. They’ll close stores and plants, and let as many employees go as they can. Even senior-level employees.

But one thing they HAVE to keep doing, if they want to survive, is sell their products or services as effectively as they can.

This means they always need top copywriting talent. They need good copywriters to help them move their products … urgently.

That said, they might let some of their in-house copywriters go, if they have any. They might do the math and realize that it costs less to hire a good freelancer than it does to pay the salary and benefits of a full-time employee.

But one way or another, companies absolutely HAVE to keep selling. Which is why copywriting is on a short list of pros that are still in strong demand, even during an economic downturn or recession.

If you’ve been considering becoming a copywriter – and had doubts – I want to assure you, there is no better time to get started than today. If you’re already on your way – but your motivation is flagging…keep going. I know firsthand – there is gold at the top of the mountain. And I want to help you get there.

Rebecca Matter is a Co-Managing Partner and Director of Online Marketing for American Writers & Artists Inc (AWAI), the world’s leading trainer of direct-response copywriters and graphic designers. A marketer with over a decade of experience in publishing and direct-marketing, Rebecca has spearheaded successful million-dollar campaigns for countless products, both online and off, and has spoken and written on topics ranging from getting and working with clients to successful web marketing strategies.

Resource Referral: Can You Really Learn to be a Copywriter Simply by Taking a Course?

It depends on which course you take.

And that really is the truth of it. The craft of copywriting CAN be learned from a course. That same course CAN also show you how to get started. It can even help you get your first paying clients.

But you have to choose the right course. 

You probably already know AWAI has a program called the Accelerated Program for Six-Figure Copywriting. Of course, I’m partial to it because I know it inside and out, and have personally met and worked with hundreds of people who started successful freelance copywriting careers by taking it.

No matter what course you take, though, the fact remains: you don’t need to get a degree or pay a lot of money for expensive training to become a successful freelance copywriter.

If you can write a simple email or letter to a friend, and you like to share ideas with other people … you have all the qualifications you need to become a copywriter.

It doesn’t matter what job you have right now.

It doesn’t matter if you have no job at all.

It doesn’t matter what age you are, or where you live.

It doesn’t even matter where your clients are located!

With the Internet, you can do work for companies on other continents, if you wish. (Did you know I actually live in Texas, even though AWAI is in Florida?)

You can even conduct your entire business by phone and email.

So if you’ve been thinking about “testing the waters” and taking a step toward learning how to write copy, check out AWAI’s popular Accelerated Program for Six-Figure Copywriting.

Sign up before June 14th at midnight, and you’ll get the entire program for only $249.  That’s over 50% off!

As always, you’ll have a full 30 days to review the program and get every penny back if you don’t feel it provides you with everything you need to learn the skills and launch your brand-new, six-figure copywriting career – or if you discover copywriting is just not for you.

Take advantage of this deal and sign up for the copywriting program now. 

Or read more about the program and what you’ll learn.

You have all the qualifications you need to become a successful freelance copywriter. So, if it’s something you want to try, there’s never been a better time.

Quick Tip: Pass It On! By Monica Day

I am so pleased that AWAI is extending this offer to our readers. And I would like to take it one step further, and encourage you to share this issue with your friends, family, colleagues…anyone you think would benefit from learning this financially valuable skill.  

Please consider forwarding this issue – this special offer – and also, to inviting people to subscribe to The Copy Protégé. We know there are more of us out there! Let’s all ride the wave together.

Please hit forward…write a note in your own voice about why you’re sending this to them…and ask them to go to http://www.copyprotege.com/ and become a subscriber.

In Issue #241

• Guest Essay: The Thrill of Victory and the Agony of Defeat by Coleen Graham
• Resource Referral: Save $100 on This Brand New Program
• Quick Update on Virtual Mentoring

Guest Essay: The Thrill of Victory and the Agony of Defeat
by Coleen Graham

It’s been two months since I started AWAI’s basic copywriting program. I just completed the first installment.

At first, their copywriting challenges intimidated me. I didn’t want to participate since I was so new to copywriting and really nervous at the thought of rejection. But then the Blog-Off Competition came along and I couldn’t resist the challenge.

Nursing is my professional background, so I started with something familiar. I titled my entry “Modern Medical Mysteries.” I’m not even sure my entry met blog criteria, but it certainly got the creative juices flowing. I had an absolute blast writing it!

I just needed to be one of the top five bloggers…this would give me the chance to write four more blog entries (one a week for four weeks), and earn a little cash in the meantime. The grand prize was a blog job with AWAI…what fun!

I submitted my entry close to the contest closing date. I hoped to hear the results within a few days. I checked my emails daily with no word regarding the challenge results. Then it happened…

As my husband checked emails one evening, he called me over. I received an email from AWAI that read, “Thank you for your blog submission. I’m happy to say that you’ve been chosen as one of our finalists. Congratulations!”

I was ecstatic! I began to jump up and down, yelling, “You’re kidding! Are you for real?” as I ran around the desk to see the screen for myself.

It was true! He wasn’t even teasing, as he often does. Then, as I looked closer, I noticed that the title of the blog entry wasn’t mine. I thought maybe it was just a minor mix-up.

I didn’t even notice that the email was actually addressed to someone else.

As I continued to review emails, my eyes drifted to a more recent AWAI message. It included a sincere apology for the mistaken “winning” email letter. It turns out, my entry was confused with another and I was NOT one of the five chosen finalists. My stomach dropped!

However, the apology letter contained kind remarks about my writing talent and a very encouraging message to continue copywriting.

Well, I wasn’t a finalist, but it surely sounded like I had potential for this business. That little bit of positive feedback certainly eased the sting of rejection.

So what did I learn from this experience?

For one thing, by taking advantage of this opportunity and giving it my best shot, I am beginning to see that this copywriting business is real…real people, real assignments, real income.

Secondly, I do not feel either disappointed or unfulfilled after this experience. Rather, I am more determined than ever to work hard at learning, so that I may carve out my own copywriting niche.

You see, I’ve wanted to write in some fashion for most of my adult life. I’ve helped with nursing policy revision (tons of fun) and written a few letters (mostly of complaint) in my day, but the writing bug has never been completely satisfied. I don’t have the Great American Novel ready to burst forth, but I’m excited about the variety of options available to copywriters. The possibilities seem endless.

Finally, having experienced the thrill of victory and the agony of defeat all within five minutes, I’m more convinced than ever that the journey is what makes reaching the destination so worthwhile. Bumps in the road are simply that…bumps. They don’t stop our progress. Rather, they make us pause to reconsider our goals and reorganize our priorities.

Some may think that I was a little insane to compete before I completed the first installment of the AWAI program, but I look at it as the first real step on my new adventure. And it definitely was.

Coleen Graham has been a nurse for 29 years, and is the proud mother of two children, 1 dog, 3 cats and a rabbit. She can be reached at jgraham20@sc.rr.com.

Resource Referral: Save $100 on This Brand New Program

If you’re interested in writing Business-to-Business (B2B) Copy, you should check out AWAI’s new program, Secrets of Writing High Performance Business-to-Business Copy.

With a mix of audio instruction, written material, dozens of examples, practice exercises, and how-to resources, it’s the most comprehensive program on how to write effective B2B copy available anywhere.

For the next few weeks, AWAI is offering a special introductory offer where you’ll save $100 off the full cost of the program. So if you’d like in on the “insider secrets” and to receive tools and skill building opportunities that can help you easily earn $50,000 or more in your first year as a B2B copywriter, order your risk-free copy of the program now before the price goes up.

Order now or learn more…

Quick Update on Virtual Mentoring

I’ve received a couple of emails from people asking if Virtual Mentor has launched yet. The answer is yes, but just in case you also missed it, we launched the program the week of May 18th.

So if you’ve been on hold waiting on us, come on in … the water is warm. In fact, if you sign up now you can join us for the first monthly Q& A teleconference next Tuesday, June 9th, at 12:00 p.m. Eastern.

Join Virtual Mentor today, then if you have a question you’d like Monica and me to answer on the call, just send it to admin@copyprotege.com by Monday morning.

In Issue #240

• Main Essay: How and When To Raise Your Rates by Monica Day
• Resource Referral: Custom-Tailored Program at a Cookie-Cutter Price
• Quick Life Tip: The Four Agreements

Main Essay: How and When To Raise Your Rates
by Monica Day

There’s only one thing more challenging than knowing what to charge a client when you’re just starting out …

Knowing when to raise your rates, and by how much.

Sometimes, even when we hit certain success milestones, there’s a newbie looming in our hearts and minds. Big double-decker fears pop up – what if the client says no and stops using me? What if I charge more and the next project bombs? What if I price myself out of the market?

Here’s the problem with letting your fears rule your price list.

Once you’ve written some successful packages for clients, they will keep calling. And calling. And calling. Then, you’ll start getting referrals. And they’ll start calling. And so on. Once word gets out that there’s a hot new copywriter on the scene – and she’s working at newbie rates – a steady river of projects can become an ocean at high tide.

If you haven’t hit this stage in your career, you’re probably snorting right about now – yeah, I wish …

All I can say is, be careful what you wish for.

A colleague of mine learned this lesson the hard way. She made a big, ambitious wish. She left her in-house copywriting gig and hung out her freelance shingle. She pursued every single approach that could ensure her success: scored top clients … lined up top copywriters to mentor her … and took on ambitious projects with the potential to be blockbuster controls.

Was she successful? Absolutely. But by the time she figured out that her strategy had worked … and it was time to nudge up her rates … it was almost too late. Her health became compromised. Her copy was still good, but it wasn’t great – and sometimes she was even missing deadlines. She wasn’t happy about that – and neither were some of her clients.

When her skill level – and her value – increased, her rates should have also gone up. But in her mind, it was going to take two years of this kind of pace to reach her goals. It only took a fraction of that time – and the lag in her response to the change in her value about killed her.

In her case, it took many phone calls and a few cosmos to convince her to do the deed. And guess what? When she finally took the plunge – her client didn’t flinch to pay the new rate. In fact, I’m willing to guess they expected it months ago and felt lucky for the long run at the low rate.

Since I can’t cajole and drink with each of you (or I’ll have to go into rehab!) here are some less-pain, more-gain ways to raise your rates:

— Introductory Rate: When you book your first project with a new client, offer them an “introductory rate.” For example, you might say that your regular rate is $4,000 for a package, but since it is a test drive for you both, you’re happy to do it for $3,000. This way, you are sharing the risk of working together for the first time, but you’ve left room to increase your rates as soon as you prove yourself.

— Just Do It: If you’ve been working for the client on a few projects already, and they’ve gone well, you can simply bite the bullet and raise them. Remember, they can always say ‘no’ and you can always decide that you’re willing to keep working for them at the current rate until you can replace them with a higher paying client.

— New Year Plan: The beginning of a new year can be the perfect time to plan for a rate increase … simply issue a new price list, or let your clients know now that as of January 1st your new rates will be in effect.

— Performance Bonus: Some clients simply can’t pay more. They may have a limited budget or a restrictive mandate from a head honcho … but they don’t want to lose you. Try suggesting a performance bonus or royalty arrangement. These are often easier to sell as the client is only paying extra for you when they are earning more from your copy. Win-win.

Keep in mind that your prices are yours. You can raise them, and you can lower them to suit your needs. If there is one client that simply won’t go up – and you really enjoy doing their work – let them be the exception. If you need to lower your rate to snag a new client and then slowly charge more as you prove yourself, that’s fine, too.

But keeping your rates the same – and too low – for the sake of consistency or out of fear, isn’t necessary. Earning what you’re worth, valuing your time – and knowing your value in the marketplace – is.

Editors Note: That friend I wrote about? She finally raised her rates and snagged the client of her dreams. When I first wrote this essay, she was charging somewhere around $1500 to $3000 a package. Now she gets $15,000. Phew … that was a lot of cosmo-drinking … but worth it!

Resource Referral: Custom-Tailored Program at a Cookie-Cutter Price

Unless you were at a barbeque … riding the waves on a new boogie board … or otherwise enjoying Memorial Day weekend, you probably already know our big news around here.

Virtual Mentor was officially launched! And there are lots of reasons for you to consider subscribing if you haven’t already. Virtual Mentor offers you proven advice on dealing with:

Practical matters such as pricing, choosing your niche, finding and landing clients, determining your USP, conducting effective research, and more …

Lifestyle issues, such as balancing your practice with your life, letting your passion guide you to your niche, writing fast so you can live slow, and more …

Motivational issues, such as staving off procrastination, knowing when you’re ready to start booking clients, feeling more confident in your writing, and much, much more …

But what most people seem to appreciate about the program is the convenience. It contains everything you need to get your career to the next level – but you can access it when you want to, when you’re available, when you have the up-all-night burning question …

If you want …

• Flexibility to get the information you need on your own schedule
• Answers-on-demand to your most pressing questions
• A proven system for critiquing copy … your own and others
• The inside scoop on getting clients, finding your niche, and marketing yourself
• Access to a community of peers and colleagues
• Motivation to keep going when you want to procrastinate, obsess, put things off and give up …

 … then join Virtual Mentor today.

Special Time-Limited Bonus!

When our friends at AWAI heard about the program, they threw in a special bonus for early subscribers. It’s one of my favorite reports – dog-eared on my desk at all times: A Cheater’s Desk Reference for Copywriters: 27 Tips, Tricks and Techniques to Help You Work Less and Make More.

Enroll by midnight on May 31st and you’ll get everything Virtual Mentor offers … plus this special report. So don’t delay! Subscribe now.

Quick Life Tip: The Four Agreements

I was given the assignment to read a small, simple book for a workshop once called “The Four Agreements” by Toltec spiritual leader Don Miguel Ruiz. The tagline for the book is A Practical Guide to Personal Freedom – and it’s true. That really is what this book can deliver, if you take it seriously.

I have been amazed at how much I have referred back to this book since I took that workshop two years ago … and one by one, have come to realize the wisdom of these agreements.

They are:

• Be impeccable with your word
• Don’t take anything personally
• Don’t make assumptions
• Always do your best

Like most things that are “simple,” it is not easy to adhere to this advice. And yet, I can apply them to almost every single situation in life and it becomes clearer. In fact, I find myself referring to them during my coaching sessions all the time. I’ve given the book to my 11-year old daughter to read because I think it will get her through middle school with less pain and agony. And now, I’m recommending it to you.

In Issue #239

• Main Essay: A Completely New Model for Success by Krista Jones
• Resource Referral: Everything You Need To Get Your Freelance Copywriting Business Off The Ground—For Just $39 A Month

Main Essay: A Completely New Model for Success
by Krista Jones

I remember the day Monica first suggested that we take our mentoring program online. You should have seen her. She was so excited as she pitched the idea to me—spouting off all of the benefits, seemingly without taking a breath.

Little did she know that I was sold on the idea almost immediately. It was so perfect! It would allow us to help a lot more people. It would be incredibly convenient for everyone involved. Best of all, it would be affordable to most people.

We decided to call it Virtual Mentor, and then started batting around ideas about how to structure it, what formats to use, and what to include.

We had a tentative launch date in mind, but before we could get everything finalized, Monica did something we hadn’t discussed: She leaked the idea to Copy Protégé readers!

I’ll admit; I was a bit nervous about it at first because we still had quite a bit of work to do. But it turns out that getting the word out early was one of the best things we could have done.

I say that because we received such an overwhelming response from CP readers that it showed us that we were on the right track and it encouraged us to add a couple of additional elements to the program.

If you’re wondering what people said about the idea of having an online coaching program, here’s just a little of the feedback that we received:

Thank you one and all for your encouragement and feedback. Your comments and suggestions have helped Monica and me mold Virtual Mentor into a one-of-a-kind, much-needed program.

If you’ve been excited about the possibility of receiving coaching you can afford, your wait is over.

Yes, yes, yes … we have put the finishing touches on the program and today we’re opening the doors …

Resource Referral: Everything You Need To Get Your Freelance Copywriting Business Off The Ground—For Just $39 A Month

Monica and I have taken very different paths to success, but there’s one thing we’re both clear on: We wouldn’t have enjoyed our copywriting successes nearly as quickly as we did without our mentors and peers. They saved us from making some really big mistakes. They helped us land bigger projects faster. They helped us reach our financial goals in just two years.

So we wanted to figure out a way to provide other copywriters just starting out with much of the same resources and tools that we got – but for much, much less.

The Virtual Mentor program is the result.

This brand new program allows us to deliver the most critical things you need in a coach … but with the twist of being more convenient, more responsive, and of course, much more affordable.

You’ll get …

• Flexibility to get the information you need on your own schedule
• Answers-on-demand to your most pressing questions
• A proven system for critiquing copy … your own and others
• The inside scoop on getting clients, finding your niche, and marketing yourself
• Access to a community of peers and colleagues
• Motivation to keep going when you want to procrastinate, obsess, put things off and give up …

How can we offer all this for such a low rate?

What Happens When The Power of the Web
Meets The Personal Touch of One-on-One Coaching

You see, we sat down and looked at all the tools we’d developed over the last two years of coaching beginning copywriters. Tools that help you set goals, critique copy, create a marketing plan, choose your niche … everything.

Then we used every single vehicle for delivering material we could think of – all designed to give you what you need, when you need it. All the coaching you’d get in an intensive program. Then, we put it all into formats you can access at any time, including …

 … Podcasts accompanied by downloadable spreadsheets and forms

 … Special reports on topics such as critiquing copy, pricing, getting started with clients, and more..

 … Monthly teleconferences with Krista, me, along with occasional special guests such as top marketing managers, internet publishers and other specialists in the field. You can even join us live or download to listen later.

 … An online chatboard personally monitored daily by a six-figure copywriter, marketing manager, or other expert in the direct response industry.

 … .And much, much more.

All with the convenience of web-based delivery. That’s how we can offer the Virtual Mentor at the ridiculously low monthly rate of just $39.

It is quite simply the most convenient, comprehensive – and affordable – coaching program you’ll find anywhere, from anyone.

Here’s how it works …

Getting Started: Gain A Month Of Information In A Minute!

The minute you register, you’ll receive your Welcome Package, plus gain access to the password-protected Virtual Mentor webpages.

You’ll see for yourself immediately … it’s a powerhouse beginning! We start you off with everything we usually cover in the entire first month of our regular coaching program.

In a half-hour kick-off podcast, Monica and I personally welcome you to the program, and walk you through all the elements of it one by one to get you oriented. It’s as if we are on our first one-on-one phone call! We share in detail our personal stories, what we learned in the last 7 years as freelance copywriters – and now – internet publishers, and give you tips for getting the most out of your Virtual Mentor membership.

Next, there is the complete goal-setting system. We’ve spent the last two years developing this system for setting and tracking your goals! It includes …

• a podcast on how to set achievable goals,
• a downloadable Excel spreadsheet that helps you track the four most important elements of reaching your goals, plus
• a transcript of the podcast for you to read and study at your leisure.

Plus, available for the first time …

Painless Copy Critiques: How to Write Better Without Getting Crushed: This 25-page special report includes detailed instructions for critiquing copy – your own and others – plus a sample critique on an actual promotion, and all the forms you need to run your own critiques. You can use these forms over and over – with fellow Virtual Mentor members, peers you’ve met at writers’ workshops, even family members. This report takes all the mystery out of improving your copy – and all the pain, too.

Eventually, you can even use these forms with your own clients for pay!

And that’s only the beginning of your coaching journey …

A Winning Combination:
Comprehensive Content, Useful Advice, Motivationally Delivered

Once you’ve made your way through your Welcome Package – it’s time to really get going. Every month you’ll receive a new podcast – complete with a downloadable form or spreadsheet that acts as the workbook for the topic area discussed.

Every single area you need to know more about will be covered …

Practical matters such as pricing, choosing your niche, finding and landing clients, determining your USP, conducting effective research, and more …

Lifestyle issues, such as balancing your practice with your life, letting your passion guide you to your niche, writing fast so you can live slow, and more …

Motivational issues, such as staving off procrastination, knowing when you’re ready to start booking clients, feeling more confident in your writing, and much, much more …

Personalized Access When You Need It

We’ve also found places to give you personalized advice and information when you need it. Virtual Mentor includes access to a Members-Only Monitored Chatboard that is guaranteed to have either Monica, myself, or another guest copywriter, marketing manager, or expert in direct response marketing to weigh in on your questions and concerns – every weekday!

That’s right. Someone from our team will visit the chatboard, follow the threads, and provide a timely answer to questions and challenges for everyone in the program to see.

Or if you have a more complicated question – or a specific situation you want us both to comment on, you can email it to us and then tune in to the Monthly Q&A Teleconference.

The second Tuesday of every month, at noon EST, Monica and I will host a live teleconference that will also be recorded. You can join us live on the line – or listen later at your convenience. On this call, we’ll address the timely – and sometimes sticky or more complicated questions – that can come up when you’re a freelancer.

There’s Simply Nothing Out There Like It

For just $39 a month, Virtual Mentor brings you:

• Monthly Podcasts – Every single podcast is accompanied by a written transcript (in case you’re a visual learner, like me!) and a downloadable form that shows you how to put the information into action. Plus, you’re guaranteed to get at least one new podcast every single month on a new topic relevant to your success – as well as access to all the podcasts in the Virtual Mentor archives.
• Monitored Chatboard – Unlike many of the boards out there that are a wilderness of beginners with no real experts weighing in – the Virtual Mentor chatboard is open to members-only, and is monitored every weekday by an expert in the industry.
• Weekly Coaching Message – A short-but-relevant message from me, Krista, or a special guest every week designed to keep you informed … keep you on track with your goals … and keep you motivated to make it the kind of kick-butt week you need to reach your destination.
• Monthly Q&A Teleconference – The second Tuesday every month at 12noon EST – we’ll be on the phone, live, taking your questions for an hour. Tune in at noon, or log on and listen later – it’s up to you. We’ll even take your questions by email and answer them on the line, so you can get your answers, even if you can’t be on the call.
• 25% Discount on Personal Coaching – And for those times when you absolutely, positively, need a live voice on the other end of the phone – you can book an individual session with Krista, myself, or another member of our team of mentors and get 25% off our usual rates when you’re a member of Virtual Mentor.

And because we’re so confident that the Virtual Mentor program is going to get your career on track fast … we’re including a special bonus that we suspect you’ll need sooner rather than later …

*Special Bonus*
I Have an Assignment—But What Do I Do Now?

You wait for that day – the one where you land your first paying client. It’s exhilarating. But every single time we’ve celebrated this milestone with someone in our Mentoring Program, it’s inevitably followed by the next nervous question …

What do I do now?

That’s why we’re including The Client Start-Up Kit right off the bat – as a special bonus when you subscribe to Virtual Mentor.

The Client Start-Up Kit includes everything you need to confidently work with a brand new client. It literally holds your hand every step of the way – and makes sure you look like a pro, even if you’re a beginner!

You’ll know …

Exactly what materials to request at the beginning of a project, and what additional research you’ll need to do to write the best possible copy …

How to determine your fee for the project, even if it’s the first nickel you’ll ear for writing copy …

How to negotiate that fee with the client … and get it …

A systematic step-by-step process that takes you from landing the client all the way to sending the final invoice – so you won’t leave any steps out along the way.

The kit also includes …

• A complete copy platform – so you can make sure you and the client are on the same page before you even start the assignment …
• A glossary of industry terms you might need to know during the process …
• Sample agreements, contracts and invoices at your fingertips so you can spend less time negotiating and contracting … and more time getting the project done … and booking the next!

If we sold The Client Start-Up Kit on its own – we would charge at least $149 – maybe more. But here’s the kicker – it is only available to subscribers of the Virtual Mentor. Because we know how fast you can achieve your goals when you have a program like this – and we want you to be prepared from day one.

Stay As Long As You Like
And Get Everything You Need – Anytime

The Virtual Mentor is a monthly subscription – but that doesn’t mean you just get access to one month of material at a time.

Your membership gives you access to everything available – anytime you need it. If you’re working a full-time job and starting your copywriting career on nights and weekends – your Virtual Mentor subscription will be there when you need it.

There’s no need to synch up your schedule with your coach – or your peer group – or anyone else for that matter. You can get all the coaching you need – anytime of the day or night or week or month that you need it.

Let’s say you try Virtual Mentor out for a month and cancel – no problem. You still get to keep the entire Welcome Package and the Client Start-Up Kit – worth a combined total of $348 if purchased separately – as our thank you for giving Virtual Mentor a try.

In fact, you can end your subscription whenever you’re ready – just let us know and we’ll take care of it. No questions asked.

We think Virtual Mentor is the perfect solution for busy people who want coaching on their own terms. We hope you agree.

Subscribe now and you’ll get your welcome package and bonuses immediately. Then, we encourage you to log in every day because we’re going to be adding more and more to the site.

We look forward to working with you and helping you take your freelance career to the next level!

In Issue #238

• Main Essay: What I Found At The Bottom of A Bag of Ruffles and a Bowl of Cheese Dip by Susanne Scaldino
• Resource Referral: Three Spaces and Counting!
• Announcing: The Official Virtual Mentor Launch Date!

Main Essay: What I Found At The Bottom of A Bag of Ruffles and a Bowl of Cheese Dip
by Susanne Scaldino

After roughly eighteen months of study and two months in the Copy Protégé Mentoring Program, I had reached an impasse in my pursuit of a copywriting career.

I work as a Virtual Assistant for a small law firm and had spent the past two months working with Monica and my Copy Protégé “pod mates” on several projects including the website for my virtual assistant business, followed by feverish work on a website to market my copywriting services. On one of our recent morning calls, the verdict came in that what I really needed to do was marry the two websites and market both skill sets.

Oh, woe is me … That meant I wouldn’t be leaving my job as a virtual assistant and breaking into the world of copywriting overnight.

Combining the two sites may sound like a very practical solution to remaining employed in today’s job market (and it is), but to my inner defeatist, it sounded like the “Voice of Doom.”

You know that voice … the one that speaks in absolutes. Mine is a little menace that has parked her bony little behind on my shoulder and stood ready to convince me of the likelihood of failure at every turning point in my life since I was about twelve years old.

You will NEVER get your driver’s license (she was wrong) …

You will NEVER get into college (she was wrong again) …

You will NEVER get married (I wish she had been right about this one the first time around but that’s another story for another day) …

This time, she was saying I would NEVER succeed as a copywriter. That I would ALWAYS be stuck working for someone else … ALWAYS at someone else’s beck and call … I would NEVER be my own boss … I would NEVER have the freedom I wanted as a writer … I would just NEVER be good enough.

So I did what I’ve always done when I feel myself sliding down the bank into the River of Self-Pity and Despair.

I went to the grocery store and bought a jumbo bag of Ruffles potato chips and the makings of a big bowl of piping hot Rotel cheese dip and proceeded to eat my way into a carb induced sense of oblivion.

But this time, as I sat licking the last vestiges of salt from my fingers and scooping up the remnants of cheese dip, something different happened. I didn’t just wrap myself in a cocoon of pasteurized cheese product and wallow in the gloom.

I got mad. Supremely ticked off. Seriously, royally angry with myself. I can’t speak for anyone else but for me, anger is my A Number One Motivator.

What the heck was I doing? Why was I listening to that nagging little voice? How many times had she been wrong?

And I realized it was time for me to put up or shut up. I had invested a lot of time, effort and money into learning this skill. I was not giving up on it.

No, it wasn’t going to be easy. No one was going to walk up and hand me the life I wanted. There wouldn’t be a knock on my front door and some fairy godmother standing there to say “I hear you want to be a successful copywriter, my dear … here’s your career.”

If I wanted it, I was going to have to take it. It wasn’t going to be textbook perfect. It wasn’t going to happen overnight. But it was what it was. If I really wanted this career, I was going to have to put on my big girl panties and deal with it. I was going to do what I needed to do to get to where I wanted to be.

I started looking at everything I had done over the past thirty years of my working life, writing down everything I had accomplished. I made a list of my skills, from strongest to weakest. I wrote down my goals, both short term and long term.

As I looked at my lists, an idea began to take shape. I really could combine my skills as a paralegal with my copywriting skills and be that much more valuable to my prospective clients. I’ve never seen these two skill sets combined to target a very specific niche. The more I thought about it, the more I liked it. This was going to work. I started thinking about five years down the road, what I could do with the business … subcontracting the virtual assistant work, producing information products … I really felt like I was on to something and that enthusiasm was worth its weight in gold.

I know I’m not the only one with that nagging little voice; the one that convinces us too often to quit … to take the easy way out … to just give up … that we don’t have permission to succeed.

When she rears her ugly little head, stop and take a minute to remember who you are, what you want, and why you decided to pursue this path in the first place. Remember what you’ve done, what makes you unique and use all of that experience to sell yourself and your skills as a copywriter.

As I sit here now, a mere five blocks from the west entrance of Yellowstone National Park, two million of the most beautiful acres on the face of this planet, I am reminded that this place of unrivaled beauty was forged from fire. And not just once. The best things in life are what come to us after we’ve fought through the pain.

Keep your eye on what you want … write your business plan in pencil … and never, ever give up.

And when that nasty little voice starts talking, shut her up with some Ruffles and cheese dip and tell her to pipe down and mind her own damn business.

Susanne Scaldino is a freelance copywriter specializing in working with attorneys in solo practice and small law firms.  Based in Livingston, Texas, she is currently traveling the country in a motorhome with her husband and their dog, a Yellow Labrador/Boxer mix named Manfred.  She can be reached at sscaldino@earthlink.net or on the web at www.PracticeGrowthSpecialist.com.

Resource Referral: Three Spaces and Counting!

In case you missed the last couple of issues, I want you to know the window is closing this week to work with myself (Monica Day) or my colleague Mary Guinane McNamara – in our full-length, three-month intensive, kick-your-butt-until-you-make-some-money Mentoring Program!

OK, that’s not what we actually call it … but it should be.

This program is not a cookie cutter curriculum. We focus on YOU! We start by finding out what you want your copywriting career to look like. Then, we analyze what you need in terms of marketing direction, writing skills, goal-setting, networking skills – everything that goes into getting ready, up and running in your new career. And then, we work with you to make that dream into your everyday reality.

Krista and I – and now Mary – have walked this road ourselves. More than once now. Each one of us knows firsthand what it takes to get you from where you are – to where you want to be. And we’re not afraid to push, prod, support, handhold, and then, ultimately, kick you out of the nest and watch you fly.

And it’s not just what you’ll learn from us that will get you where you’re going. The program is unique in that you’ll work both individually with your mentor, as well as in a group of your peers – and future colleagues.

Take Angie Dixon, for example. Angie came to the program with a lot of expertise in making money on Elance. But her real passion was to write and market her own information products. So … she wrote (and now the Copy Protégé markets) her system, Elance Success for Writers.

Amity Hook was in a mentoring “pod” with Angie. She heard her go through the writing and editing process – and was so excited for Angie, she purchased her book as soon as the link hit the net.

Fast forward to today – just a few months later. Amity writes Angie and I to tell us she landed her biggest fish yet – on Elance. Whole Foods Market! With a project that pays well, is perfectly aligned with her USP – and landed squarely in her lap because of what she learned from Angie’s system.

See how that works? It can work out perfectly for you, too. It’s a little like magic sometimes – the right people come at the right time, meet, learn together, collaborate, and great things happen.

If you think this might be the right time and program for you, take a chance and write to us. Send your writing sample and goals for the next six months today. If you want to focus on the fundraising niche write “I want to work with Mary” in your subject line and send your materials to us at admin@copyprotege.com. And if you’re focusing on any other area – or you have no idea what type of writing you want to do – write “I want to work with Monica” in your subject line and send in your materials to the same address.

Announcing: The Official Virtual Mentor Launch Date!

The i’s are being dotted … the t’s are being crossed …

• podcasts are downloaded … check …
• special report in the final stages of being edited … check
• interactive monthly teleconference being scheduled … check
• mentor-monitored chatboard being loaded on the password-protected website … check
• complete Welcome Kit – worth more than three times the monthly cost of the program itself – ready!

Wow! It takes quite a bit to launch such a comprehensive program! But Krista and I are committed to making Virtual Mentor the first and only affordable coaching program of its kind that gives you everything you need – when and how you need it!

And best of all … we figured out how to make it even MORE affordable. We found a way to offer you the complete program for under $40 a month!

Watch for the launch of Virtual Mentor – officially slated now for the week of May 18th. Make whatever preparations you need to now so you can join us the day we launch. You won’t want to miss it!

In Issue #237

• Main Essay: The Sculpture is Inside the Stone by Krista Jones
• Resource Referral: Two Shots at Group Mentoring Before Summer
• Quick Marketing Tip: Practice Natural Selling

Main Essay: The Sculpture is Inside the Stone
by Krista Jones

For the past 18 months, I’ve been going to the gym around 7:00 a.m. most week days.

When you maintain a routine for that long, everything becomes familiar. The regulars’ faces, the sounds and smells of the gym, the voices of the people who you’ve formed relationships with.

But every now and then, something unfamiliar enters the mix. A new greeter at the front desk. A new member who struts around in scant clothing, proudly showing off his or her physique. Or a new trainer who commands attention.

It’s the latter that I’m writing to you about today.

His name is Jay. Like most trainers, Jay is in great shape, he knows a lot about fitness and nutrition, and he’s approachable.

Plus, Jay has two additional traits that none of the other trainers at the gym have: he’s a performer and he’s very aware …

Jay doesn’t just tell his clients what to do; he performs each exercise before asking the client to do it. Then, when she starts the set, he watches intently, making sure she has the right form as he counts each rep loudly so she knows exactly where she stands. “One and down, breathe, two and down, good, three and down, breathe, four and down, eight more, five and down, there you go …”

When she starts to struggle (and she will), Jay does whatever he needs to do to get her through the set. Sometimes he simply changes the tone and rhythm of his voice. Other times he kind of sings the count or repeats a motivating phrase. And if she’s really struggling, he joins her in the movement to help push her through to the end.

I often see other trainers talk on their cell phones, gaze around the gym while their client is doing an exercise, or even walk away as their client is lifting or squatting. But not Jay. His eyes and attention are always focused on his client throughout the entire workout.

As a result, Jay seldom has idle time. While other trainers are frequently hanging around the training desk or walking around the gym trying to drum up business, Jay is usually engaged with a client—getting paid.

Jay is a representation of what you should do as a blossoming copywriter who wants to get potential clients to notice and then hire you.

In our mentoring program, Monica and I talk about coming up with your USP (unique selling proposition), the thing that makes you stand out from the crowd of copywriters. It’s not something you make up; it’s something that is genuinely and authentically you. You own it.

You see, Jay is being true to himself when he ‘performs’ in the gym. I spoke with him about his approach to training and getting clients before I wrote this essay. He told me his background is in the performing arts and that he loves working with people. It shows. You can’t fake the vibe that he puts out. And he never has to market himself—his clients come to him.

That’s what you’ve got to pull out of yourself. Your talent. Your gift. Your unique vibe.

When you get clear on who you are and what you have to offer, and then share it with others, people will notice. The right clients will come to you. And, if you perform well, trust me, they will bring their friends.

Resource Referral: Two Shots at Group Mentoring Before Summer

As Monica mentioned in CP Issue No. 236, fundraising specialist Mary Guinane McNamara has agreed to join the Copy Protégé Mentoring Program to work specifically with people who want to specialize in writing for the fundraising niche.

Mary is a terrific copywriter who has a real passion for fundraising. She has worked with dozens of beginning writers, showing them the ropes of breaking in, finding the right voice for the pitch, and all the nuances that come with writing for this market.

As you might expect, Mary is very busy, but she has agreed to work with four people in our three-month intensive coaching program. You get all the same benefits of being in The Copy Protégé Mentoring Program – plus, you get to work with one of the top fundraising copywriters in the industry.

We’ve already heard from two people, so if you’re interested in working in the fundraising niche, send your writing sample and goals for the next six months right away. Just write "I want to work with Mary" in your subject line and send your materials to us at admin@copyprotege.com.

Monica is also starting one more group before the summer, and she has a few spaces open. So if you’d like to work with that group, send your materials to admin@copyprotegec.om and write "I want to work with Monica" in your subject line.

As for Virtual Mentor, we’ve made several audio recordings, created downloadable forms, written a report, created a great bonus, and more! Now most everything is in the design and “get it loaded on the website” stage. In other words, the launch is not far away.

Quick Marketing Tip: Practice Natural Selling

A couple of months ago, I received an unexpected gift. I heard a truck pull up to the front of the house, the doorbell rang and I opened the door to find a box on the front mat. I brought the box in the house and looked at the return address. Levenger. Hmmm … I hadn’t ordered anything from them, what could this possibly be?

As I opened the box, my mind ran through the options of who it could be from. My partner? My sister? Who in the world sent this to me?

When I got the box open, I saw a green monogrammed case. I was so touched! I searched for a card or note that would reveal who this thoughtful gift was from. Lo and behold, it wasn’t from my partner, my sister, or anyone else I would have ever guessed. It was from Pat McCord, a lady I am mentoring. I was shocked.

Pat sent the case to say thank you for a small project that I had referred to her. An incredibly thoughtful thing to do.

Now let me ask you this: The next time I need help with a project or I want to refer a client to someone, who do you think will come to mind first? Pat, of course! Not because she bought me something, but because her thoughtfulness deepened our relationship.

I hope you know that, I’m not saying you have to buy people things or flatter them to get their attention. The message I want you to get from this is that, like Jay the trainer, Pat did something unique that made her stand out. Something that came from the heart. And from her heart to mine, I’ll remember her for it.

While you’re building your business—and beyond—make it a habit to do things that come from your heart. That will build genuine relationships. And from there good vibes and work will flow your way naturally.

In Issue #236

• Main Essay: The Polite, Personal and Profitable Niche You Probably Passed Up by Mary Guinane McNamara
• Resource Referral: A New Addition To The CP Mentoring Team
• Quick Career Tip: Redefining Work

Main Essay: The Polite, Personal and Profitable Niche You Probably Passed Up
by Mary Guinane McNamara

People often misconstrue the term “nonprofit” to mean that an organization is broke or operates on a shoestring budget. Perhaps it’s that same misconception that makes copywriters shy away from working in the nonprofit niche for fear their efforts would be personally fulfilling, but their wallets left unrewarded.

In hopes of clearing up a few of the mysteries surrounding the fundraising niche, I wanted to share why I’ve dubbed fundraising the “Polite, Personal and Profitable” niche of copywriting.

Though I’ve specialized in fundraising copy for many years now, my first forays into copywriting were as a generalist and I dabbled in many different niches. Like many copywriters, I found the cold calling routine a necessary evil in drumming up my first clients. It wasn’t until I began calling potential clients in the fundraising arena that I stopped dreading the process.

Perhaps it’s because the bigger problems of the world are sitting on their desks – hunger, cancer and homelessness to name a few – that those who hire fundraising freelancers are so kind. There’s a definite camaraderie among those who serve the nonprofit arena and a shared view that others in their niche are partners in making the world a better place.

Whether copywriters are hired directly by nonprofit organizations or agencies who handle fundraising direct mail clients, they benefit from the politeness of the niche by being considered a welcome member of the team and not just another person calling up to sell something. And, unbeknownst to many, large nonprofit organizations mail millions of pieces each year…something that’s impossible to do on the shoestring budget many assume they have.

It’s those many problems of the world (from which none of us are completely safe) that fundraising copywriters are asked to craft appeals. To do so, writers must be open to digging a little deeper emotionally than some are comfortable doing. Face it, it’s impossible to write about the need for money to help a child fight cancer and not be emotional!

But, fundraising copywriters don’t have endless pages to convince their reader to give and often no list of tangible product benefits to offer in return for their response. The finesse in fundraising copy is to write about someone else’s needs in a way that answers the donor’s desire to give rather than receive…and often in 700 words or less!

Finally, copywriters who master writing fundraising appeals get the best of both worlds…work that is personally fulfilling and profitable. Because percentage-based fundraising is frowned upon and considered by many to be unethical, fundraising copywriters don’t receive the royalties of other niches. But, with experience and shorter copy projects, writers can easily become very prolific doing work that is quite enjoyable.

My first projects as a newbie in the niche took many, many hours getting to know the client and nervously reworking initial drafts. These days, while I spread the research, writing and proofing of a project out over a few days, my total time investment in a single letter is often less than a day’s work at a handsome hourly wage.

While other niches tout their sales numbers and shout mailing results from the mountain tops, the fundraising niche is rather quietly raising billions of dollars each year. Most of us would have to win the lottery to be able to donate thousands of dollars each year to our favorite charities, but fundraising copywriters are able to add to the coffers of their clients with every project. And, don’t we all want to know that a job well done can truly make a difference in the world?

Mary Guinane McNamara is a freelance fundraising copywriter and the author of, “How to Make Money as a Freelance Fundraising Copywriter” an ebook edited by Bob Bly. She has provided copy for organizations such as the Vietnam Veterans Memorial, MADD, Friends of the World Food Program, Guide Dogs for the Blind, Toys for Tots and many others. To learn more about copywriting in the fundraising arena or to sign up for her blog for freelancers and fundraisers, “Solution Sandbox” visit www.twacopywriting.com.

Resource Referral: A New Addition To The CP Mentoring Team

I am not only thrilled to introduce you to my colleague, Mary Guinane McNamara – but I also want to welcome her to the Copy Protégé Mentoring Program…as a new mentor who will work specifically with people who want to specialize in writing for the fundraising niche!

Between us, Krista and I have experience in about a half dozen of the most popular niches in copywriting, not to mention about four decades or so of business experience. But neither of us knows the fundraising niche nearly as well as Mary does. She has a real passion for it – and has worked with dozens of beginning writers already, showing them the ropes of breaking in, finding the right voice for the pitch, and all the nuances that come with writing for this niche.

Not to mention, she’s a darn good copywriter.

All the criteria for being a great match for our program in our book!

So, by special request, Mary agreed to clear some room on her busy docket and take on just four people into our three-month intensive coaching program.

You get all the same benefits of being in The Copy Protégé Mentoring Program – plus, you get to work with one of the top fundraising copywriters in the industry.

So don’t delay. Send your writing sample and goals for the next six months today. Write “I want to work with Mary” in your subject line and send your materials to us at admin@copyprotege.com.  And I also have a few more spaces in a group that’s going to get started the first week of May. Write “I want to work with Monica” in your subject line and send in your materials to the same address if you’d like to join that group.

And yes, Virtual Mentor is coming! Thanks for all your helpful feedback, comments and encouragement. We are about two weeks away…and counting.

Quick Career Tip: Redefining Work

For years, I was offended that people didn’t think of what I do as work. It seemed too easy to them. I mean, I work from home…when I want. Or I travel all over the world, never worried about  how much “vacation time” or “sick time” or “personal time” I am allotted. 

But most perplexing to them was that I actually enjoy what I do. Whether I’m writing, coaching – or lately – working on developing new products and launching new businesses, all with copywriting and direct marketing principles at their core, but often in completely new fields and directions.

I am truly carving out a career – and a life – that reflects who I am. And to a lot of people, that just isn’t their idea of “work.” Work is supposed to be hard…boring…arduous. Something we complain about. An unpleasant but necessary evil.

Nonsense.

If you are going to cast off a job you hate – and take on a career that is a better expression of who you are – you’re going to have to also cast off this notion of pain and suffering as a precursor to success. And take on instead the idea that work should be pleasurable. It is the daily activity that gives our life meaning. And ultimately, it is one of the most concrete expressions of who we are meant to be in the world.

When I was in my mid-twenties I read a book that gave me a completely different idea about the part that work would play in my life. It was Thomas Moore’s Care of the Soul – and it had a chapter about work as an expression of the soul that felt really right to me. I just discovered (a year after publication!) that Moore dedicated an entire book to this idea – and I can’t wait to get it! It’s called A Life at Work: The Joy of Discovering What You Were Born to Do. If it stands up to the rest of his writings, I am guessing it is exactly what you need to hear if you are making make the transition from work that depletes you to work that is an expression of your very soul.

In Issue #235

• Guest Essay: Overcoming Procrastination and Fear by Jennie Cui
• Resource Referral: The Ideal Spare-Time Business
• Update on Virtual Mentoring …

Guest Essay: Overcoming Procrastination and Fear
by Jennie Cui

Do you procrastinate sometimes? I know I sure do …

I bought the AWAI’s Accelerated Program for Six-Figure Copywriting in 1997 and I officially started the program in 2006. Now that’s procrastination!

Then, I went through about two-thirds of the program and I got distracted again.

I was really interested in changing my career … working as a freelance copywriter … being my own boss … having the freedom to work anywhere and anytime I want … earning a six-figure income … but I never seemed to get around to finally finishing the program.

The truth is: I was consumed by fear …

I feared success, failure, and disapproval.

You see, I was born in China. After graduating from high school in Shanghai, I came to Europe to study Civil Engineering, and settled and worked as a civil engineer in Belgium. As a Chinese person living in Belgium, I use very little English.

So I wondered: How can someone like me make a living as a copywriter working mainly in English? What if I can’t find clients? What if I don’t have enough income to pay my bills? What would people think of me if I fail? Especially when I get “encouragements” from my family and friends like these …

“Don’t you dare quit your job!”

“Giving up your 9 to 5 and a secure paycheck to become a freelancer? Are you insane?”

“Have you lost your mind? Do you know how many people are out there looking for a job?”

“You want to be a what? What the heck is this copywriter thing?”

“C’mon, be realistic. Who do you think you are?”

“What dreams? When will you start to grow up and stop those silly dreams?”

Does any of that sound familiar?

Then, something happened for me that turned my life around.

In April 2008, I sent an email to Krista about my frustrations. A few days later she wrote back.

Here’s part of what she wrote: “I understand exactly what you’re feeling with regard to your job and your financial obligations. Trust me, I’ve been there … You have to persist, keep taking action … you have to decide. Once you decide that copywriting is what you’re going to do, things will start to move … ”

Her email shed a light into what seemed like a dark and doomed future of mine. I felt like a drowning woman who suddenly found a life-saving buoy. All my frustrations of not being understood by my family and friends, all my worries about money seem to disappear… All I could remember was her encouragement.

Taking her advice, I finally beat up my procrastination and finished the copywriting course. But even after that, I was still moving slowly with my new career. I was nowhere near starting to work as a copywriter.

So in December 2008, I made a decision. I started working with Krista through the CP Mentoring Program. Oh my, I’m so glad I made that choice.

Today, only four short months later, I not only landed my first copywriting client, but I also got a second assignment from them. Talk about a good start and a joyous feeling – I finally made it as a copywriter.

If you’re discouraged about your chances of making it as a copywriter, here are the top three things that turned things around for me:

1. If you procrastinate, find a way to beat it. Once I decided to go for it, everything changed. Don’t just “try”, act upon it. Do something—no matter how small it may be—today.
2. Get yourself a mentor. I honestly feel that if it wasn’t for all the tips, support, and encouragement I get from Krista that I would still be stuck in the middle of nowhere. Find a mentor that suits your style to guide you. It’s the easiest and surest way to shorten your learning curve and speed up your success.
3. Don’t give up. If someone with my background can fulfill my dream of becoming a copywriter, so can you. Persistence is the key to success.

Resource Referral: The Ideal Spare-Time Business by Krista Jones

Last Friday Monica got on Craigslist to place an ad. While she was on the site, she noticed that there were oodles of people looking for resume writers. So I thought this would be the perfect time to remind you that writing resumes can be a great source of income while you’re getting your freelance business of the ground.

Right now, there are thousands of people in your area who need a resume – to get a new job  … to get a second job  … to get their first job  … to get a better job  … or even snatch up that dream job, against all odds. There’s never been a better opportunity to generate a tremendous part-time income while providing a good service.

You know that Monica and I are big fans of AWAI programs – and the AWAI Pro Resume Writer Program is no exception. It gives you everything you need to start and run a successful spare-time resume service.

Here’s just one of the many good things people have had to say about the program:

"AWAI’s Resume Writing Program is great. The templates take away so much of the guesswork when it comes to formatting. I have more than enough work, because everyone needs a job. And they need a resume to get that job." — Leisa G., Front Royal, VA

You can be helping people get back to work in only 6 hours and 35 minutes. I don’t know of any other professional, in-demand business with a shorter learning curve.

Learn more about becoming a freelance resume writer.

Update on Virtual Mentoring …

Last week I was just as surprised as you were when I read about Virtual Mentor in CP Issue No. 234.

Not because I didn’t know about it, of course, but because I thought Monica and I were going to keep it under our hats for a bit longer. So, yeah, Monica’s right, she is terrible at keeping a secret!

But now that the word is out, I’m thrilled that I can talk about it. I’ll start by giving a big thanks to all the people who wrote to tell us they’re just as excited about Virtual Mentor as we are. We really appreciate your feedback for two reasons. First, it encourages us to keep working hard to get it launched as quickly as possible. And most important, it lets us know what challenges you face and how we can best serve you. So keep your emails coming!

I know you want to know more about the program, but we’re honestly still firming up some of the details. I will confirm, however, that the price will be less than $50 a month, you can quit anytime you want, and it’s coming in weeks, not months.

If we haven’t heard from you and you’d be interested in getting a complete coaching program – with all the information you would get in a personal one-on-one or group coaching program – but access it all online, at your convenience  … for less than $50 a month  … Drop us a line at admin@copyprotege.com and let us know.

And while you’re writing, let us know the specific topics/issues you’d like us to cover. The more we hear from you, the more targeted we can make the program.

We look forward to hearing your thoughts  … we’ll share more of ours soon.