In Issue #186

• Reader Feedback: The Thorns in the Rose
• Resource Referral: Become a Master By Midnight Tonight!
• CP Mentoring Program Is Back …

Reader Feedback: The Thorns in the Rose

I am the first person to admit – I am terrible with things like filing taxes, paying parking tickets, getting my license and registration renewed. Basically, all things bureaucratic are anathema to me. And I am always so grateful when someone steers me away from danger in these areas, and helps me stick to the straight and narrow.

So my ears perked up when I got the following note in response to my column last week. As you might imagine, the issue of taxes didn’t even occur to me. Barter, I thought? Brilliant! Bring it on!

Fortunately, a little good advice came in, and I wanted to pass it along ASAP. Check it out, and get the down low from your own accountant whenever you set up a barter arrangement as compensation for a project.

And for the record, don’t let this scare you. Being aware just means you’ll make a better deal, and not pay a high price for your goodies later, when you don’t see it coming.

Here you go:

Dear Fellow Copywriters,

I enjoyed Ms. Reichert’s article on bartering, but the little voice in the back of my head kept asking "what about the taxes?" Last year, I wrote the copy for a client’s woodchipper catalog in exchange for $500 and a woodchipper (which retails at about $3500).

I had the foresight to ask my accountant how to treat bartered goods and services, and the short answer is that you just have to treat it like income. That meant I got a great woodchipper, but I still owed the IRS and my state about $1,000 for this one project — money that I didn’t have in my copywriting business account. The barter system was a great way to get my foot in the door with a client because it showed how serious I was about their product, but you better have plenty of other projects bringing in some cash before you barter yourself into trouble with the IRS.

There may be a fine line between getting complimentary glicken while on assignment for a travel article and actually bartering for it as part of your initial agreement. So, the best bet is to check with a CPA or other tax advisor before you sign a barter agreement.

Even travel writers should know what they are getting into before they accept complimentary meals, lodging, etc. from the businesses they are writing about. Yes, junkets and complimentary meals are common in travel writing. However, in my 12 years as a journalist writing occasional travel or food articles, I almost always had to pay up front and get reimbursed from the magazine or newspaper I was working for. There was that awesome month of free skiing up at Solitude in Utah, though! If the business offered a comp meal or something, I had to say "no thanks." In fact, some publications prohibit their writers from accepting complimentary stuff and junkets as a way to maintain journalistic objectivity. Just check with the publication you are writing for before diving too deep into your complimentary lobster dinner.

By the way, the woodchipper folks just told me that their sales are up 20% this year after the new catalog came out. They called last week to see if I was available for more projects this fall, which they will pay for in dollars and cents. I guess I can now claim that my copy has helped a company increase its sales by millions of dollars.

Thanks for the good ideas,
Rich Bachus
rbachus@earthlink.net

No, no Rich … thank you!

Resource Referral: Become a Master By Midnight Tonight!

You might have already seen this – but just in case you haven’t paid attention to it, I wanted to bring it to your attention. You only have until midnight to take advantage of this offer! And I don’t say this very often, but you’re a fool if you don’t.

It is simply the best deal that AWAI has ever offered on their Master’s Program.

If you’ve been looking for “the edge” that would finally get you up and running and making more serious money – this is it. I’d go as far as to say that I don’t think you can break into the six-figure stratosphere without knowing the secrets that live in this program. And it’s never been offered at a better price or with better, more relevant bonuses than this offer.

Don’t wait. Check it out now: http://www.thewriterslife.com/cp/mastersspecial/

The CP Mentoring Program is Back …

“Hi! Absolutely LOVE LOVE LOVE you two! Met you both at last year’s bootcamp and your articles are such an embodiment of the two of you–I feel like I’m listening while I’m actually reading. My question is this: Am I remembering that y’all are offering a mentorship type program? I really need some structured and feedback. Although the AWAI courses and classes are good, and the peer review process is good–I want something more. So I’m checking around. If you’re not offering a mentorship program, can you suggest one? Sure appreciate anything you can tell me. Thank you!” – J.A.

After a little summer hiatus, we’re bringing the Copy Protégé Mentoring Program back! Since we’ve gotten several inquiries just like this one during our break, we decided to step up the start-up date. We will be convening one group each – for a total of 8 people – and will begin sessions the week of August 18th.

So if you’ve been waiting for us to get going again, let us know. Entrance will be first by application, and second, on a first come, first serve basis. Send a writing sample (no more than 2 pages) and your goals for the next six months to admin@copyprotege.com if you’re interested.

In Issue #185

• Guest Essay: What Self-Marketing Really Means by Pat Flanagan
• Resource Referral: Is There A Book Inside You?
• Quick Life Tip: Get Clear…Then Act by Krista Jones

Guest Essay: What Self-Marketing Really Means by Pat Flanagan

When I completed AWAI’s basic copywriting course in 2007 I knew one thing. To kick-start my Big Six-Figure Copywriting Career I needed a mentor. Luckily I found Krista. Over the course of several months I received her ongoing encouragement and that of a few other very well known and successful copywriters.

Now it was time to go out and get clients.

Of course as we all know by now, business doesn’t just drop into your lap as manna from heaven. If you haven’t heard it a zillion times already, here’s the mantra again: Market Thyself.

For me it was a Bootcamp spec assignment that landed me my first client. Great start, I thought, but one client does not a business make. It was time to ratchet up the self-marketing machine. Well …maybe tomorrow.

Between bouts of procrastination, I’d whip off a self-promotional letter and a writing sample or two…and wait. If I completed one marketing task a day, I’d say to myself, “OK, I’m done for the day.”

I was painfully aware of a dozen other strategies that I should be deploying to grow my business. But I would not step out of my comfort zone. I was definitely and deliberately flunking Marketing 101. Why was I sabotaging my own fledging copywriting career?

I was beginning to feel like a square writing peg in a round marketing hole. When I was engaged in writing I was my “true self,” whatever that was. When I had the marketing hat on, I was …who the heck was that anyway?

Some serious soul-searching was definitely called for.

I decided to ask the Universe for guidance. “Look,” I said, “I had a long and fruitful career in Human Resources Management. But I’m done…done! I really don’t want to start all over building up another business. Spare me the long hours and the angst,” I whined. “Yet…I love to write and I’ve got the time, the energy and the desire to do it. Help me put all that to good use in this new venture, and while you’re at it, let it be fun this time around.”

I knew the first rule of marketing is to find out what your client wants and needs. Well, the client here was me! What did I really want and need?

After much rumination I realized that I didn’t need or want the Big Six-Figure Copywriting Career, as attractive as that goal might be. What I really wanted was a small part-time, incredibly enjoyable and fun copywriting career.

Did that mean that no self-promotion was needed?

Of course not. But I decided to be really picky about what prospects to go after and what tactics to use.

Is this any way to run a business?

Probably not. But for me, taking the steps I was comfortable with first, helped me to reduce the anxiety level and venture out beyond my comfort zone.

Interesting things started happening. Out of the blue, I received a check for an article I’d dashed off to a publisher months ago. I’d forgotten all about it. Then I started seeing my own stuff that I’d written for a client out there on the web. Small steps, but at least they were taking me in the right direction.

So, if self-marketing comes easily to you – I salute you. But whether or not you want the Big Copywriting Career or the small one, first make sure you know the deepest wants and needs of your most important client – you!

Resource Referral: Is There A Book Inside You?

Through her self-examination, Pat learned a valuable lesson. I’m thankful that she was willing to share it with us.

One thing I’ve learned over the past few years is that each of us has something to share. And with the Internet, it’s easier than ever to share it with hundreds, thousands, or even millions of people.

If you’ve had an experience that you know would help others and you’re willing to share it, writing an e-book is an easy and affordable way to do it.

I’m using Writing E-books for Fun and Profit as a guide in writing my first e-book. My sister, who is a master at mystery shopping and focus groups, is using it too.

Writing E-books for Fun and Profit is a complete A to Z guide that leads you through the entire writing and publishing process, from planning and laying the foundation of the e-book to driving traffic to your landing page to building an entire information empire. And it only costs $19. So go on…check it out.

Quick Life Tip: Get Clear…Then Act by Krista Jones

Often when we get stuck we “blame” it on the wrong reasons. We think we’re too busy, don’t have enough money, or don’t know enough to move forward. But what if the reason we’re stuck has nothing to do with those reasons?

Pat shows us that often the reason we’re stuck is because we’re not clear about what’s really going on or what we truly want. Once she sat with the situation, Pat gained more leverage, and now things are starting to move in her career.

If you’re struggling with some aspect of your career, get real with yourself. Light a candle. Sit quietly. Journal. Do whatever it takes to understand yourself.

Then act.

You’ll get different results. I know Pat’s not the only one has experienced this. If you’ve had a similar experience (or any other experience you’d like to share with other Copy Protégé readers), please let us know about it. We’d love to hear from you!

In Issue #184

• Guest Essay: Live Rich As A Writer by Connie Werner Reichert
• Resource Referral: Here’s How …
• Quick Bartering Tip: Boundaries Are Everything

Guest Essay: Live Rich As A Writer by Connie Werner Reichert

You don’t have to make a lot of money to be rich. You can simply live the rich and glamorous life through many experiences as a writer and make a little cash at the same time. As a freelance journalist, publicist and freelance travel writer, I’ve had several barter and trade agreements with my clients that greatly enhanced my lifestyle.

For my 12 year old daughter, I’ve arranged for three years of ballet lessons in exchange of publicity for the dance studio. My child has also benefited from a year of horseback riding lessons. I’ve also gone hot air ballooning and rode on a Jeep tour in the mountains I didn’t pay a cent, rather, charged each of these places a $300 initiation fee.

As for myself, I’m enjoying a full year of haircuts, facials, microdermabrasion, and massage from one of Northern California’s elite spas, all for the task of writing articles and press releases about their business. I have even joined a gym for a full year free of charge.

As a travel writer, I’ve been wined and dined in fabulous resorts, such as Sedona, Arizona and Ogden ,Utah, all with the power of my laptop.

In Sedona, I found myself in a luxurious four poster bed with a fireplace in my suite. Towel warmers were in the bathroom, and even the bathroom floors were heated. Outside, rich adobe walls surrounded a hot tub. In Ogden, I went on a five day trip that was stunning in its beauty I stayed in a different B&B or hotel every night and enjoyed their hospitality. Often, welcome gifts were found in my room such as chocolate, flowers and fresh fruit and locally made honey and jam.

It’s not as hard as you might think to create these kinds of opportunities for yourself as well.

To get your start in travel writing, simply comb through various Visitors & Convention Bureaus directories and hook up with travel related web sites for further details and pointers. They are always searching for viable journalists. You will need to send samples of your writing and possibly an assignment letter from a publication.

As a publicist, the fastest way to a trade agreement is to start with small businesses. They often don’t have the working capital to hire large PR firms, yet they desperately need the exposure so their business can succeed. Many of these small businesses are willing to work on trade of products and services. I charge a small initiation fee of $300 to begin my contracts to cover expenses such as copies, mileage, postage and fed exes. Your contractual agreement must spell out exactly what your trade is, i.e., 10 haircuts for one press release and article placement.

One word of caution: make certain that you really want what the business is offering and are willing to work hard to get it. Otherwise, it just wouldn’t be a good fit. I’ve established an excellent rapport with my clients who otherwise couldn’t afford to hire a public relations agency, and enjoy the services they offer immensely. Remember, you’re not taking advantage of them. Small business owners want and need your services and trading services makes good sense.

Jumpstart your writing life and strive to live rich. The rewards are worth it and will enrich your life, and your lifestyle, significantly.

Connie Werner Reichert is the owner of Write Side Up Copywriting & Publicity. With 21 years of experience as a writer, she may be reached at Connieis@pacbell.net or at (530) 277-4560. Visit her web site at www.conniewreichert.com

Resource Referral: Here’s How …

Because traveling is one of my passions, I strongly favor doing travel writing or photography to get the kinds of benefits Connie describes above. These two courses are all you need to get started:

There is AWAI’s course for travel writers, “The Ultimate Travel Writers Course.” The research and information included is exhaustive, the style is engaging, and the tips for getting much of your travel costs underwritten are worth the cost of the course.

And if you’d like a break from writing, but still want to get in on the goodies, try out “Turn Your Pictures Into Cash” - A Comprehensive Program in Taking and Selling Amazing Photographs.

It’s just silly to have this information in your back pocket … and not use it to get a little something fun! Check them out …

Quick Bartering Tip: Boundaries Are Everything

Bartering with clients is a lot like working for friends – it can be fraught with interpersonal challenges, and preserving the relationship is key.

Work-for-trade agreements need to be as clean and spelled out as possible so that everyone is on board with the exchange before anyone starts to do any work. There is always the temptation to be lax here, so as to not offend the other person or appear greedy. But you sow the seeds of discontent when you do this – and you can end up in those sometimes nasty, finger-pointing arguments and a lost relationship when you don’t take the time up front to spell out and agree to all the conditions of the barter.

In Issue #183

• Main Essay: No More Half-Steppin’ by Krista Jones
• Resource Referral: Two Books We Should Have Written
• Quick Business Tip: A GPS for Your Business

Main Essay: No More Half-Steppin’
by Krista Jones

As you know, Monica and I backed off of our freelance careers this year. The goal was to work on only the projects and with the clients that light us up.

Things went smoothly for me for a while. But then, as I shared with you in April, I had trouble giving up a business-to-business client that was responsible for adding a few grand to my bank account each month. The money was nice, but the work was grueling.

I finally let the work go back in early May. And boy, what a relief it was! Granted, I had moments of weakness for a few weeks, but I never doubted my decision. I knew it was the right thing to do.

By mid June, I had stopped giving the decision any energy at all. No more waffling. No more thoughts of scarcity. And most importantly, no more doing a job solely for the money.

Being free of the burden of doing work that I hated did far more than create a vacuum for more enjoyable freelance projects to appear. It also provided the time I needed to regroup and assess my next steps.

But here’s the true beauty of this entire letting go process …

I can now see that I was segmenting my life so much that I wasn’t able to bring my best me to my work.

Of course now that I’ve had that realization I’m not going to be satisfied with going back to half-stepping again. So now I have to create the best job in the world for myself.

I read something in a book that sums up what I’ve learned. It said something like when you’re in the process of recreating yourself, you should begin by recreating the way you do business.

That brings me to you.

How do you do business? Does your work represent who you are? Are you all that you can be between 9:00 a.m. and 6:00 p.m.? What does the best job in the world look like for you?

Answering those kinds of questions can be incredibly freeing and exciting. It can also be terrifying. Either way, knowing the answers can have a transformative effect on you.

It certainly has for me.

Resource Referral: Two Books We Should Have Written

One thing Monica and I have heard over and over again is how much you enjoy hearing about our challenges, successes, and different approaches to building and managing our respective businesses. We understand how you feel; when we were starting our copywriting careers, we had a hard time finding good resources on the nuts and bolts of getting started in the business. But these days we’re hearing about more and more good reads, and it’s very exciting.

First we heard about Ed Gandia’sStop Wishing and Start Earning: A Low-Risk Plan to Escape 9–5 and Launch a Profitable Copywriting Business which has received rave reviews. And now there’s Sue LaPointe’s Working Writer Happy Writer : How to Build a Thriving Writing Business from NOTHING. Both books are right on point and we believe they will help you map a plan for your own journey to success.

We’re thrilled to be able to offer you the secrets to success from other freelancers who are still in the trenches making their own way. We’re confident you’ll find nuggets of gold in both of these books. Let us know what you think.

Quick Business Tip: A GPS for Your Business

When Monica and I started Copy Protégé, we intended to share tips and strategies that have helped us succeed as freelance copywriters. It didn’t take long for us to figure out that we couldn’t separate what we learned in business from what we learned in life.

Something else that became apparent is that your business is a reflection of every aspect of your life. So if your business isn’t working for you at the moment, don’t look for answers or solutions just in your business. Take a good look at the other areas of your life as well (e.g., your relationships, health, and spirituality) to get an integrated picture.

Assessing every area of your life lets you get clear on where you stand right now. Once you know where you’re starting from, you’ll be able to achieve your business goals much quicker.

In Issue #182

• Guest Essay: The 5 Favors You Must Ask From Every Client by Sue LaPointe
• Resource Referral: Why These Five Favors Are More Important Than Ever
• Quick Travel Writing Tip: Save Everything

Guest Essay: The 5 Favors You Must Ask From Every Client by Sue LaPointe

“What? Ask a client for a favor? Are you nuts?”

Often, especially when you are just starting out, you are conditioned to do things for your clients, not ask them to grant you favors. But if you don’t make these five critical requests, you could be missing out on the biggest business building assets you could have for your new practice.

Asking a client for something (in addition to your fee) can feel a little awkward at first. This is especially true if you’re still working through issues about your value as a writer. If you feel like your time and talent aren’t worth much, it’s going to be hard to hold your head high enough to ask for anything.

Get over it.

They will understand – and most likely say yes – as soon as you get up the gumption to ask. Here they are:

• Favor #1: May I add you to my client list?
  Many clients will never even ask to see your client list – especially if the bulk of them are online. But it’s important to be prepared. Whether you’re finding your clients through a site like www.guru.com, using a direct mail campaign, networking, or some other way, a solid client list can go a long way to establish your credibility. If you’ve got a brochure or a website, those are great places to create a list of your satisfied clients.

  You may have some clients refuse – generally only on ghostwriting projects where they’d rather not have their employer or publisher know they had help. But it never hurts to ask.

• Favor #2: Would you please share your results?
  Big-time direct mail clients in particular want to see your copy conversion track record. They keep track of the effectiveness of every campaign they run, and are constantly looking to improve their conversion rate.

  As a freelancer, you won’t automatically be informed of these stats, because you’re not in-house. You’ll need to ask for them, and keep them. If you can show a high response rate to your copy, you’ve got a good shot at getting a copywriting project – online or off.

• Favor #3: Would you please give me a testimonial?
  If your client is happy with what you’ve created, and especially if it performs well for them, they may send you a testimonial before you ask! Then, all you have to do is ask for permission to use it.

  But even if they don’t offer it, you can easily ask by saying something like, “As I build my writing business, it would be so helpful to my prospective clients to hear about your experience in working with me. Would you mind sending me a few words I can use as a testimonial?” You might even to write it for them and get their approval before you use it, just to make it easier for them to say yes.

• Favor #4: Would you please serve as a reference for me?
  When you are getting clients through an online job board such as Guru, prospective clients can just look at your feedback and ranking to see how well you’ve done with other clients. Offline clients also like to see what you’ve done through another source than your own website. You want to have a happy client’s permission before sending prospects their way – and the odds of them getting calls is probably slim – but having them in place gives a new client confidence that they could call if they wanted to, which sometimes makes all the difference.

• Favor #5: Would you please pass my name along to anyone who might need some writing done?
  It is the absolute best feeling to have a new client come to you because another client referred them to you. It’s an honor and a privilege for someone to think that highly of your talent and skills that they’d put their own neck on the line to recommend you. It’s also one of the fastest and easiest ways to grow your business. (Monica’s note: You might even consider giving them a discount on their next project if their referral ends up in a paying contract for you.)

If you remember to ask these five favors, your client list will blossom and grow – and along with it, you’ll build the thriving writing business of your dreams.

Sue LaPointe is currently the #2 ranked writer on Guru.com and author of Working Writer Happy Writer : How to Build a Thriving Writing Business from NOTHING.

Once again, I feel like Sue wrote the book I would have, if I’d taken the time to do so. The secrets to her success on guru.com, and the lessons she’s learned along the way, are all here. They are worth their weight in gold if you take them to heart in your own journey to success. I think Sue’s path is very realistic and replicable – read the book and see if you agree. Sue also has a free newsletter you can receive — visit www.workingwriterhappywriter.com and request your free subscription to Write Happy! which is full of great tips for building a successful writing business all your own.

Resource Referral: Why These Five Favors Are More Important Than Ever

There’s no ignoring it…times are getting tighter. This doesn’t mean there is less opportunity – but it does mean that more people are looking to make more money. The little things you do to build your business go much further in economic times like these.

There are more ways to give yourself an edge – and Bob Bly just put together a very useful report that we think new copywriters in particular will appreciate. It’s called Recession-Proof Business Strategies.

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

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

Quick Travel Writing Tip: Save Everything

Once again, I am on the road with my children – and everywhere I look there are opportunities for writing travel articles. I’m not in any exotic location – Atlanta, Georgia, where I have been many, many times over the years. But as I look at the hotel list of activities close by, I notice how many things there are to do here…each of them worthy of a quick travel article that could easily reimburse me the expenses of my trip.

Now, I didn’t leave with any intention of writing on or about this trip. But you never know…sometimes the muse for an article about a trip doesn’t show up until after you come home! Then, you’re kicking yourself for not remembering the kinds of details you would need to pull an article together quickly an easily.

Instead, keep a small journal with you to jot down your impressions, what you ordered for dinner, the name of the host who sat you and gave you free drinks at that little shack on the beach. And save everything – brochures, menus, local newspapers and real estate listings for the area.

Then, voila, in your file drawers, you’ll have everything you need to recreate your trip and turn it into an article that earns back some of the airfare it cost you to get there!

In Issue #181

• Main Essay: A Crash-Bang Re-Beginning
• Resource Referral Reminder: It’s Not Too Late to Get Paid to Travel
• Quick Copy Tip: Be Precise With Your Words

Editor’s Note: Krista here. Today I’m bringing you the second part of Mindy McHorse’s essay that ran in CP Issue #179. I’ve known Mindy for less than a year and all I can see is, “What a difference a year makes!” Her advice to you, me, and herself today is: Get over yourself. You’re a writer. Terrific stuff..

Main Essay: A Crash-Bang Re-Beginning, Part II
by Mindy McHorse

Last week I shared the first half of my recent life lessons in picking up and moving forward. I mentioned the discovery that it was my own half-humble, half-vain thoughts that had thwarted my progress, and then I shared the half-humble side of my realizations.

Today I want to tell you about the half-vain side.

About two months ago, I attended a writer’s conference. I spent the day networking and chatting up other writers (most of whom were intrigued to learn what a copywriter is). I had one-on-ones with editors interested in rolling out new promos for their publications. I made contacts and got leads on new projects. All in all, a good conference.

The final presentation of the day was given by the chief editor of no less than five publications. She was an admirable woman who had clawed her way up to her position and shared stories about her climb to the top. I spent the hour madly scribbling notes, trying to soak up all her advice for us writers.

Then she made a statement that stopped me cold. My pen hung motionless in the air as I tried to absorb it:

“Get over yourselves. You’re writers.”

Uh…huh? Excuse me? Well of course we were all writers. That’s why we were at that conference, hobnobbing and brainstorming and…and then it hit me, like a pail of cold water in the face. There’s a popular quote that states “Writers write.” True. But take it one step further: “Writers write, and the successful ones work hard, struggle, and face one win for every ten failures.” Except for the rare cases of raw genius, this is true.

It’s no secret that the idea of “the writer’s life” has immediate appeal. As writers, we’re celebrated for our ability to create. We’re admired for our freedom, for our immediate command over our schedules and lives. Last week I wrote that I felt guilty about telling others how great my new lifestyle is. What I didn’t mention was the secret satisfaction I felt when I told them what I did for a living.

The editor that rocked my world that day went on to say that writers contribute to society just like everybody else. No more, no less. Just like the plumber who makes sure your pipes don’t leak or the big CEO who launches radical initiatives for change: We are all equal in our duty to give the best of what we have to offer.

The wisdom shared that day completely changed my attitude toward writing. Instead of waiting for a stroke of brilliance to ripple from my mind to the computer screen, I now sit down and let my thoughts spew onto the page. Then I sift and prod and poke at them until they mesh into something close to readable. And then I ship my project out to friends for critiques, hoping that I at least got one out of every ten words right.

It’s not a romantic approach, and it’s certainly not glorious. But it’s my contribution. And now that the half-vain side of me is suppressed, I like stepping back and feeling in line with everybody else.

What’s more, I know my ability to write good copy is brought to its best not by the fruits of my own mind, but rather by the community of copywriters I’ve come to know who readily contribute their own gifts.

My take-home lesson this time around: There are justifiably many great things about living the writer’s life. But being a writer is not inherently better than any other profession, be it a nurse, a crossing guard, or a judge. For copywriting especially, the level of contact with your community – your team – is what will most enhance your work. So look to your craft, look to your team, and get over yourself.

Resource Referral Reminder: It’s Not Too Late To Get Paid To Travel

Last week I wrote to you about the teleconference that will reveal real-world strategies for becoming a travel writer. If you missed the note and the thought of getting paid to travel sounds good to you, you’re in luck. The teleconference isn’t until next Monday, June 30th so you still have time to listen in. Learn more…

Quick Copy Tip: Be Precise With Your Words

What’s the difference between the words opportunity and chance? Eager and anxious?

Answer: A lot.

One word—the first in both pairings—has a positive connotation while the other has a negative one. So even though many copywriters use these words interchangeably, using “chance” for “opportunity” could result in a negative or neutral response rather than the intended positive one.

So be mindful of your word use. It’s not always wise to use the first word that comes to your mind. Make sure that each word is appropriate and conveys the meaning you intend.

In Issue #180

• Guest Essay: How To Make the Most of Your Business Card by Ilise Benun
• Resource Referral: In Case You Missed It The First Time…
• Attention Dear Readers: Thank You and Send More!

Guest Essay: How To Make the Most of Your Business Card
by Ilise Benun

Your business card is just a tiny piece of paper, but its value is disproportionate to its size. Because space is limited, the weight of each word on your card is exponentially greater than it would be if it were buried in the middle of a brochure or letter. So be sure to give it careful consideration before you spend a lot of money on beautiful four-color cards with your new logo and tagline.

Instead, simply design a temporary card using an online resource, such as www.iprint.com or www.vistaprint.com. Don’t agonize over what goes on the temporary card. As long as it has your contact information, you can pass it out and you will look more professional than if you have none at all.

You may create a card that looks beautiful. But the question to ask yourself is whether it “works” from a marketing point of view. It will, if you follow these business card dos and don’ts:

• Do make it look professional. There are no rules about what a business card should look like; just make sure it looks as professional as the market you intend to attract. Look closely at the cards of colleagues and competitors. In fact, you should have a collection of business cards, and you should always be analyzing the cards that you collect to see what works for you—beyond design—from a marketing point of view.
• Do have more than one card. There’s no rule that says you have to fit everything on a single card. If you have a couple different specialties, why not have a card for each? That will make you look even more perfect to the prospect whose need is reflected even more specifically on your card.
• Do make it interesting, so people will take a close look at it. It can be undersized, oversized or interestingly sized, colorful or printed on an unusual paper stock. All of these aspects will make someone stop and take a look (and maybe even comment) when you hand it to them, and be part of an initial impression they take from their encounter with you. Don’t worry if your card is not the standard size; a few people may complain, but they’ll remember you.
• Do use both sides. When you walk away from an encounter, your business card stays and represents you, so make sure it has all the essential information on it. Don’t hesitate to use the back as well. It can be a place for people to make notes (in which case, adding the word “Notes” encourages people to write a note about you or your meeting with them). Or it can be a place to list the various services you offer, so that when you walk away and the prospects suddenly wonder, “Hmm, I wonder if she writes copy for web sites,” that next level of detail on your card will help them answer the question.
• Don’t clutter up the card. You have a very small space to work with, so clarity is essential. You need to include your all of your basic contact information, but that isn’t so simple anymore, when everyone has:
  • Name
  • Company name
  • Tagline
  • Address
  • Phone numbers (land and cell)
  • Fax number
  • E-mail address
  • Web address
  • …and any other newfangled ways to contact you.

Don’t get creative with placement of this information. Think instead about what makes the most sense to the person looking at the card. For example, put your tagline under or close to your company name, not floating somewhere in the middle of the card, just because it looks cool.

Shameless Plug: I simply love it when my friends hit a new level of success in their business – and Ilise and her business partner, Peleg Top, have done just that. They are rolling up their knowledge and connections into their first national conference for creative freelancers. If you are ready to take your business to the next level, you might want to think about heading to Chicago and checking it out. Here’s the deal:

Marketing Mentor and HOW Magazine are partnering up to present The Creative Freelancer Conference, slated for August 27-29, 2008 in Chicago. It’s the first and only business conference for self-employed creative professionals, serving copywriters of all types, graphic, web and interactive designers, photographers, illustrators and anyone else who fits the bill of “creative solopreneur.” A panel of creative-business experts, led by Ilise Benun and Peleg Top, will share best practices for pricing, marketing, building client relationships, crafting proposals and contracts, maintaining a work/life balance and other skills critical to freelance success.

Creative Freelancer Conference
August 27-29, 2008
Hyatt Regency Chicago
http://www.CreativeFreelancerConference.com
Early Bird Registration ends July 15th.

Resource Referral: In Case You Missed It The First Time

Our readers have given Ed Gandia’s special report a big thumbs up. If you missed checking it out last week, take a minute to do so now. It’s called Stop Wishing and Start Earning: A Low-Risk Plan to Escape 9–5 and Launch a Profitable Copywriting Business.

Bob Bly says, “Ed Gandia’s new e-book is a valuable contribution to the growing body of literature on how to succeed as a freelance writer, with many original ideas and suggestions not found in other guides on this subject. It is well worth your time to buy and read this book, which you will want to keep handy throughout your copywriting career for reference when you need answers to tricky business problems.”

And Steve Slaunwhite had this to say: “In my opinion, Stop Wishing and Start Earning contains the best roadmap for "making the leap" into freelance copywriting ever written. That’s because it does something that no other guide to this business has done. It gives you a specific step-by-step action plan to making the transition from wherever you are now — a full-time employee, a busy mom, a retiree, a recent graduate, a mid-life career changer — to where you want to be: a successful freelance copywriter. I wish I had a book like this in my hands when I started as a copywriter fifteen years ago. I would have been a lot more successful a lot sooner!”

We agree – and think you will too. Check it out for yourself: http://www.webmarketingmagic.com/app/?af=795794

Attention Dear Readers: Thank You and Send More!

Thank you SO MUCH to all the readers who have sent in submissions so far. We are truly humbled and appreciative of the knowledge you are each gaining as you figure out how to apply your copywriting skills to your life and lifestyle.

And if you haven’t sent anything yet, it’s not too late! So please, share your lessons with us just like we have shared ours with you. What we’ve learned over the least two years is that we are not only all students, but we are also all teachers. Tell us what you know. Send your submissions to admin@copyprotege.com. (Sorry, there is no pay available upon publication, but lots of glory, and a link to your website and/or your email address! So start writing!)

In Issue #179

• Main Essay: A Crash Bang Re-Beginning by Mindy McHorse
• Resource Referral:  Get Paid to Travel
• Reminder: Call for Submissions

Editor’s Note: Today’s essay is a follow-up to Copy Protégé Issue #158 where Mindy McHorse told you about her struggles with getting her career going. It appears Mindy is over her woes and things are really starting to take off. Read for yourself; I think you’ll like it!)

Main Essay: A Crash-Bang Re-Beginning, Part I
by Mindy McHorse

You may remember the letter I wrote Krista two months ago (shared in CP Issue #158). In it, I detailed some rocky challenges I had faced. How I nearly chucked out the copywriting dream in favor of returning to a commonplace grind in the corporate world. How that plan backfired and left me flat on my fanny, a little confused but ultimately sure that copywriting was the only path for me.

Krista had encouraged me to share my story, suspecting I wasn’t alone. She was right, of course, and the outpouring of fellow copywriters who had braved similar setbacks was tremendous. Frankly, I was knocked on my fanny again, but this time from gratitude. I’d never really been the type to publically talk about hardships, thinking it couldn’t possibly do me any good. Ha! Wrong again.

Today I want to share the happy ending – or rather, new beginning to this story.

After I resolved to keep on plugging away at the dream, two events took place in my life that opened my eyes up to why I stumbled. I realized my struggle wasn’t due to lack of ability to learn good copywriting. Instead, my own half-humble, half-vain thoughts had stymied my motion.

“Joe-Vitale-Wisdom” helped me realize the half-humble part. At last year’s Bootcamp, Joe spoke about a point in his life when he’d reached what he called an “income ceiling.” Try as he might, he couldn’t move beyond a certain point in his earnings.

After a lot of internal reflection, Joe realized he was actually facing a self-imposed ceiling. He’d reached the point in his earnings where he made as much as his parents did, and he realized he felt bad about going beyond that.

Joe had to work on his own self-limiting thoughts to convince himself that it was okay to make more than his parents ever did – that’s what they would want for him, in fact. After he reached that realization, his income shot up past the ceiling and kept on going (into the millions, if I remember right).

Joe’s story led me to my own breakthrough moment. I realized one of the things holding me back was guilt. I flat-out felt guilty for the great lifestyle I was leading.

Most of my friends have only recently landed full-time “real” jobs. They’re busy navigating the stresses of climbing corporate ladders. They put in long hours and miss time with new spouses and babies, consoling themselves with the fact that they have a 401k and steady paychecks.

My older friends, relatives, and even my parents methodically put in time at jobs they like but don’t love. Most of them have tolerated this pattern for 20+ years…the ever-present promise of retirement is what makes them carry on.

But there I was, at only 27, living my dream job, getting to build my schedule around my family, and answering only to myself. Fair? Didn’t seem like it. So to take the edge off my guilt, I’d point out negatives when anyone asked about my career: “It’s solitary, you know…self-marketing can be tough…never know what’s around the corner…etc, [insert sad story here].”

Sure, once or twice I mentioned how happy I was, how lucky I was despite all the work…and then I watched my friends’ faces cloud over in envy. That was hard to bear.

With my newfound Joe-Vitale-Wisdom, I realized for the first time I’d been limiting myself based on what those around me had achieved. I ended up focusing so much on the hard stuff, I convinced myself it was too good to last. So when my corporate opportunity came up, I thought, “Welp, this must be it. It’s been a good run.” Fortunately, I was dead wrong.

And you know what? Despite everything, I know that those who care about me are truly happy for me. They applaud and encourage me, even if they do grumble about their own challenges (then again, don’t we all grumble every now and then?).

Here’s a cool twist. A couple friends have lately confided that seeing me go after my goal makes them want to plunge ahead with their own dreams. I can’t wait to watch them soar.

My take-home lesson: Once I let myself feel good about my own success, my writing world opened up and assignments began to rain down. In fact, since my version of “the awakening,” I’ve been steadily success-bound. I even had to turn a client down for a project because I’m just too busy! (Let’s be real though, people. It wasn’t because I’m booked up through December…it was because he needed a 3-day turnaround and I was booked through the end of the week.) Still…it felt good!

Resource Referral: Get Paid to Travel

The thought of getting paid to travel sounds pretty good, doesn’t it? Especially in times like these.

If you’ve always dreamed of far-flung travels… on someone else’s dime… check out this June 30th teleconference that will reveal real-world strategies to make it happen…

Learn More…

Reminder: Call for Submissions

I wanted to remind you that Monica and I are inviting you to join people like Mindy and share your lessons, challenges, and successes with us. As Monica mentioned, every week we will highlight a guest essay in one of our issues, and then the other will still contain an original essay from Monica or me.

Copy Protégé has grown into a community where new and aspiring copywriters can share their joys as well as their fears—and we love it. Plus, you’ve written us to let us know how much you’ve enjoyed the guest essays we’ve shared with you over the past couple of years so we want to keep it going. You’ve heard from Laurie Cauthen, Mindy McHorse, Ed Gandia, and many others. Now we’d love to hear from you. Send your submissions to admin@copyprotege.com. (There is no pay available upon publication, but there is lots of glory, and a link to your website and/or your email address.)

In Issue #178

• Guest Essay: 5 Good Reasons to Launch Your Freelance Business in a Recession by Ed Gandia
• Resource Referral: The Book We Thought We’d Write But Didn’t
• Attention Dear Readers: Call for Submissions

Monica’s Note: I met Ed Gandia a few years back when he was just getting his feet wet – and I remember thinking he was a diamond in the rough. He had an unbeatable combination for a freelance copywriter: solid writing skills, good business sense, easy to work with, and highly motivated. Turns out I was right. He hit the six-figure mark in no time in his freelance business. Along the way, he became an expert in this business of going freelance. In today’s guest essay, Ed addresses one of the top concerns on the mind of anyone starting off a freelance practice: the economy. Here’s why you don’t need to worry about taking the leap. In fact, you should do it sooner rather than later. Check it out…

5 Good Reasons To Launch Your Freelance Business in a Recession
by Ed Gandia

OK, let’s address the elephant in the room…

Considering the state of the economy in the U.S. and Europe, is this really a good time to launch a freelance business?

It’s a legitimate question. Many of you are either well on your way to going solo or are seriously considering the idea. When you’re in that position, even 5 minutes of CNN, Fox

News or CNBC is enough to talk anyone out of self-employment.

My advice: Don’t let the news discourage you. In fact, in many ways, the timing couldn’t be better for starting a transition plan or launching your freelance business. Here are just 5 good reasons why.

1. Consider the media’s motives. The top objective of a newspaper is to sell more newspapers. For news channels, it’s about improving their ratings so they can sell more ad time and increase their advertising rates.

   Guess what type of news sells best? Bad news. Negativity is king. Always has been. So the media is having a field day with this “recession” talk, even though we’re not technically in a recession in the U.S.

   Hey, I’m not saying that all is rosy on the economic front. I also don’t think the media is evil. I’m merely pointing out that when in doubt, think about what’s really driving the messenger.

2. Your success has more to do with YOU than with the economy. Don’t wait for the stars to align before you take steps toward building a freelance career. If you’ve decided
   that this is what you want, draft a transition plan and start taking action today!

   Thousands have launched successful businesses in tough economic times. If you wait until things turn around, there will be other obstacles in your way. So why not get going now?

   The late Earl Nightingale used to say that “luck” happens when preparation meets opportunity. So start preparing today. You want to be ready when the right opportunity comes along.

3. Opportunities are greater in a tough economy.

   Layoffs and hiring freezes force companies to use more freelance help. Why? Because most of the work still needs to be done, but there are now fewer people to get it done internally.

   It’s shocking how much businesses will spend on freelance labor while instituting a strict freeze on new hires. It has become so expensive and burdensome to hire an employee
   that many businesses would rather outsource much of their copy.

4. Many companies are struggling to fill openings.

   You might be surprised to hear that even in this economy, many companies are having a difficult time filling job openings.
   That’s especially true in the areas where freelance copywriters can help the most.

   In fact, a recent survey of marketers conducted by Bernhart Associates Executive Search found that nearly three-quarters of respondents are having some degree of difficulty filling openings, especially in the more specialized lower- to mid-level positions, which include copywriters.

5. You need only a sliver of the market.

   To keep our garden well irrigated this summer, I’m thinking about buying a 55-gallon water barrel that collects rainwater from our roof.

   As I researched different options, I found an interesting statistic: Just half an inch of rainwater on an average 1,000-square-foot roof will yield more than 300 gallons of
   water! Since one barrel will be more than enough for our needs, this means that even the lightest rain will fill up our barrel many times over.

   It’s the same when you’re a freelancer. To make a very comfortable living, you need only a sliver of the market to have more work than you can handle. And even in a down
   economy, there’s more work out there than you’ll ever have time to pursue. You just need a way to continually capture what you need.

So is this a good time to get started? It’s as good a time as any. Take that first step and watch your momentum grow. It won’t be easy.

But if you keep at it, before you know it, your own “barrel” will be overflowing with work.

Resource Referral: The Book We Thought We’d Write But Didn’t

Krista and I have been talking about this economy issue quite a bit. We thought we’d maybe write a special report about it. In comes Ed with this article.

Then, we were thinking about writing an ebook designed for those readers looking to make the leap from 9-5 to freedom. Ed beat us to it again! When we were at the AWAI Writer’s Retreat in Virginia, we heard about Ed’s new ebook called Stop Wishing and Start Earning: A Low-Risk Plan to Escape 9–5 and Launch a Profitable Copywriting Business – rave reviews all of them.

Bob Bly says, “Ed Gandia’s new e-book is a valuable contribution to the growing body of literature on how to succeed as a freelance writer, with many original ideas and suggestions not found in other guides on this subject. It is well worth your time to buy and read this book, which you will want to keep handy throughout your copywriting career for reference when you need answers to tricky business problems.”

And Steve Slaunwhite had this to say: “In my opinion, Stop Wishing and Start Earning contains the best roadmap for "making the leap" into freelance copywriting ever written. That’s because it does something that no other guide to this business has done. It gives you a specific step-by-step action plan to making the transition from wherever you are now — a full-time employee, a busy mom, a retiree, a recent graduate, a mid-life career changer — to where you want to be: a successful freelance copywriter. I wish I had a book like this in my hands when I started as a copywriter fifteen years ago. I would have been a lot more successful a lot sooner!”

We agree – and think you will too. Check it out for yourself: http://www.webmarketingmagic.com/app/?af=795794

Attention Dear Readers: Call for Submissions

It’s hard to believe that we are 177 issues – and two years now – into writing The Copy Protégé! We’ve found that this weekly excuse to reflect on our lessons, challenges, and successes has taught probably as much if not more than we have passed on to our readers. So now, we’d like to pass the baton – a little bit of it at least – to you.

We’d like to invite you to share your lessons with us just like we have shared ours with you. Every week we will highlight a guest essay in one of our issues, and then the other will still contain an original essay from Krista or myself.

What we’ve learned over the least two years is that we are not only all students, but we are also all teachers. This is exactly what Ed Gandia did – he took notes along the way to success, and then turned them into an ebook to share with you. Now, it’s your turn. Tell us what you know. Send your submissions to admin@copyprotege.com. (Sorry, there is no pay available upon publication, but lots of glory, and a link to your website and/or your email address! So start writing!)

In Issue #177

• Main Essay: Ride the Wave by Krista Jones
• Resource Referral: What These Two Things Have In Common
• Quick Copy Tip: Let’s Be Perfectly Clear

Main Essay: Ride the Wave by Krista Jones

My father is a talented artist. I grew up surrounded by his paintings and renderings, in awe of his talent and creativity.

Unfortunately, I don’t have any of his artistic talent. I can’t draw, paint, do crafts, or even make my yard look good. So one of the things I like most about my job is being able to create a promotion or web page from a bunch of ideas that are floating around in my head.

It’s always exciting to find something I’ve written waiting for me in my mailbox or inbox. Seeing the finished piece all laid out and in color reminds me of all that it took to create it. And that generates two very different reactions, depending on how I felt when I was creating the piece.

Even though every promotion requires a lot of effort, some are quite stressful to produce, while others are not.

When I’m excited about or identify with the product I’m selling (which thankfully happens more often than not), I enjoy the creative process rather than just wanting to get the darn thing done. I lose myself in the process of creating the promotion and time disappears.

A poignant example of this happened early in my career…

A brand new client asked me to do a project that I really wanted to take on. The problem was, it was a full direct mail package that she needed in two weeks flat, and I was utterly and completely overbooked. If it would have been any other project, I would have told her that I wouldn’t be able to get to it for a month.

So what did I do? I took it on.

Let me tell you, things were pretty darn intense during those two weeks. My family and friends saw how many hours I was working so they thought I was stressed. But I felt like an arrow that was effortlessly moving toward the target. There was no struggle. No strain. Just pure enjoyment every step of the way because I was so enthusiastic about the work.

As you create your own career, remember there’s a big difference between stress and intensity. Yes, building and sculpting your business will require high energy and intensity, but that doesn’t mean it has to feel like hard work. If your “reason why” is strong enough, “working” your way toward your goal can be like riding a wave, screaming “WOO HOO!” all the way.

Resource Referral: What These Two Things Have In Common

As you probably know, Monica and I attended AWAI’s Writer’s Retreat a couple of weeks ago. Plenty of things stood out about the event, but the thing that topped my list was watching so many people’s writing improve dramatically over the course of three days. I’ve never seen anything like it.

I’m confident that, just like AWAI’s annual bootcamp, a bunch of success stories will come out of the retreat. I’ve already had a couple of people tell me they are going to win AWAI’s $10K Challenge. I love that kind of confidence and, based on the copy I reviewed, they have a good shot at doing it.

If you want to gain that kind of confidence and enthusiasm, go ahead and enroll for the 2008 Bootcamp. Just click here to learn more about it. I hope to see you there.

Quick Copy Tip: Let’s Be Perfectly Clear

At the retreat, we talked about a common misperception that I want to share with you…

Many people think copywriting is supposed to create desire for a product that the reader wouldn’t want or notice otherwise. But the truth is, copywriting is about translating the benefits of a particular product to someone who already likes and buys products like the one you’re selling.

I don’t know about you, but understanding that distinction always makes me feel better whenever I sit down to write a promotion. That’s especially true when I’m writing about a product that I’m not personally interested in.