Copywriter's best friend: target=_blank

Arghh! The screen on my laptop just died. I hope it's not the video card. What a pain. Also, no one submitted to the blog contest. We'll try again next week, so let's get those submissions rolling!

Now, about target=_blank. This is simple HTML code that will make your web projects go better. When you're linking or hyperlinking to text off the current content page, adding this little bit of code to your tag after the last quotation will make sure that when someone clicks on the link, your page won't go away. Instead, a new page will open on top of it, and when your reader closes it, your page will still be there.

This prevents a lot of backtracking or possibly losing your page.

Just a thought.

Keeping it short today -- lots going on here. Send comments, please.

Copywriting blog post of the week

It's Sunday, traffic is low, so let's have some fun with a little contest -- a first for this copycorner.

Send me your best copywriting blog post from the past week, and I'll include the best of the best in the next Morganletters Weekly ezine plus whatever contact information you want me to include (within reason).

Here are the rules:

1. Your post must have some benefit for new copywriters.
2. Word count must be min 250-500 max.
3. No affiliate links.
4. Self-promotion limited to your contact information (website address, how to sign up for your ezine, email address, you get the picture) and a sentence or two about yourself to follow the actual article.
5. You have to own the copyright for the post you submit, and when you submit it I'll assume you're giving me non-exclusive electronic rights so I can edit (if necessary) and reprint it.
6. Submit one post only, unless you have more than one copywriting blog, then kudos to you.
   
7. Deadline is midnight tonight, eastern time.
8. When you submit, you get a free MLW ezine subscription automatically.
   

We might have to add rules come next Sunday's contest, but let's see how this goes. Email your post with "MLW blog contest" in the subject line, or paste it in the "comments" section under this post.

Also, my blog is sorely missing links to and from other active copywriting bloggers. Link to me and I'll link back.

I can't wait to read your posts!

-David

P.S. If you find any of my posts helpful, please forward them to friends using the email button below. Thanks!

Taking my own advice

I just wrote a self-promotion for the job boards. Here it is, pasted below. Feel free to try something like it -- just put it in your own words. Notice how I use the letter to drum up interest, scare away clients I won't want anyway, and put a time limit on it. Who knows if it will work, though -- I'll let you know. Here it is:

David E. Morgan
PO Box 686
Louisville, TN 37777
david@morganletters.com
Tel/fax: (865) 982-4156
Skype: Ecrivain4536

October 29, 2005

This web and print copywriter will spank your previous direct marketing efforts by 25-45% any day of the week!

Dear Marketer,

I understand you're looking to hire a copywriter. I might be your guy.

I'm not looking for a “job,” so if you're looking for someone full-time...

Consider this: An in-house copywriter costs you more in the long run

Say you hire a college kid for $20 an hour. How much time and money will you spend training her? Plus you'll pay for her vacations ($1600 a year)...holidays (about $800 a year)...sick days (up to $2000 a year). Not to mention health benefits and paying into her 401(k)!

If for some reason you want to get rid of her down the road, what a hassle that can be! You might have to pay her again just to go away.

Plus – she'll never really have to perform. Only freelancers who “swim with the sharks” on a daily basis ever have to “put up or shut up.”

A freelancer will save you a lot of money – especially this one: If my promo doesn't beat your current control piece, you don't pay. End of story.

As I'm sure you can imagine, this offer is getting quite a bit of attention...

So I'm not going to offer it for long. You have till noon, Wednesday, November 2.

My name is David Morgan. I'm a direct response copywriter. I trained under Bill Bonner, Michael Masterson, and John Forde when I worked at Agora Inc. in Baltimore.

I went freelance after a few hits, then I “retired” to teach school, work at a drug rehab, and travel. I came back to freelance copywriting in April, 2005.

The only reason I'm writing you at all is this: Hurricane Wilma took the roof off two of my clients' offices.

They'll be back open soon, so this week is the only week I will even consider doing a spec assignment. Call me now.

Want to see samples? I have plenty!

Just click here or go to http://morganletters.com/promos. Please fill in the estimate form on the “bio” page and let me know where you found me, or just call (865) 982-4156.

Want me to come in and chat or sit in on a creative session? Sorry...

Forget it. That's a deal-breaker. I can earn over $1,000 a day working from home. Think I'm going to come sit around in your office and wait for you? That's lost money and I can't be bothered...

There's nothing we'll need from each other we can't figure out by a friendly 20-minute conference call. Don't waste my time and I won't waste yours. Your results are guaranteed so you have nothing to lose. Deal?

Call me ((865) 982-4156), email (david@morganletters.com), or check out my sites. Even if you don't hire me, you should at least subscribe to my free weekly newsletter full of copywriting tips.

-David

P.S. Here's my site information...
http://www.morganletters.com/: Free weekly newsletter for copywriters and those who hire them.
http://www.copycorner.blogspot.com/: Daily blog to increase productivity and profitability of copywriters.

Easy copywriter self-promotion tips

I don't usually work on Saturdays, but I had a thought that might help you.

The best way to find a client is to look for one. They don't always come to you, especially if you're just starting out. Here are some ways to find clients, even if you don't yet have a website.

1. Post on forums and put your contact info in your "signature." It's an easy way for a would-be client to see your writing ability. AWAI has a great forum for their program partipants, but the only downside is that you'll have to pay for their course in order to post. The good news is that their programs are great, so it's worth the money. Take a look at Michael Masterson's Accelerated Program for 6-Figure Copywriting. Anyone can read the posts on the forum, so write good stuff and people will find out about you. There are several other forum sites for freelance writers, too.

2. Send a short self-promotion letter in place of a "resume" on job-seeker boards. Just get on monster.com and you'll see how many copywriter jobs are out there. Your "resume" should be just like a regular sales letter, with headline, lead, offer and all the rest. People who are looking to hire a copywriter as an employee, if they're smart, will also consider a freelancer.

3. Build a website. It's easier than you think, especially if you have a good hosting service. I'll tell you about one in a few days -- I'm switching to it myself on the recommendation of my designer. The single most important thing you can do to get the most attention is to name your domain well, because I'm assuming a copywriter will put good content on their site anyway. I'll tell you more about domain names later. It deserves at least one full post on its own.

4. Write a self-promotion on your letterhead and mail it. This is more time consuming and expensive than the other methods, but it's also very effective. It used to be THE way before the Internet came along. Nowadays it will surprise your prospective client. Just be sure to have a more experienced copywriter look over your promotion before you go through the expense. Jen Stevens is a good one to go to, especially since her husband runs AWAI's resume-writing course anyway. One-stop shopping. She's an excellent copy editor, the best I've seen. Tell her I say hi.

There are many more ways to promote your freelance copywriting business. What have you tried?

How to set your price for copywriting projects

A question I get repeatedly is how to price your work. The short answer is this: ask for as much as you think you can get away with.

But the real answer is, it all depends.

Generally, I try to charge $5,000 for an 8-12 page letter, $2500 for a renewal, $5,000 for an email series, all with royalties of 2-5% of net.

I don't always get it, but sometimes I get more. Also, if the client wants it "web ready," I'll write it in HTML for a little extra.

Or, if it's a project that I think I can knock out quickly, will be a lot of fun, or that will let me travel someplace interesting, I'll do it for much less. I wrote a 16-page promo in April for $1500...but I knew I'd get a trip to Paris out of it plus more work down the road.

Also, if it's a new company with no money, but it looks like their idea might work, I'll do it for less but ask for a bigger royalty, 10-25%. If they have a good marketing plan, your promo could put them on the map, and you'll get a nice fat royalty check at the end of the month.

Just be sure it's in your contract that if another writer knocks out your control, you'll have first option to fix your letter or write another one to try to recapture the control.

My pricing plan works with the clients I have, but my niche might be different from yours.

Chris Marlow, a master copywriter who sells software for clients like there's no tomorrow, conducted a survey this past year. She asked nearly 300 freelance copywriters what they charge for various projects.

The results are surprising. Take a look to know how to price your projects, see where you fit in to the pay scale, and make sure you're not underselling your work. Just because you're new doesn't mean you have to give your work away.

The 2005 Copywriter Fee & Compensation Survey also includes a free report on how to structure your own fees and rates based on what you do. It's one thing to know what other people charge, and it's quite another thing to know what to ask for yourself.

Chris explains the whole story behind the survey here.

More on copywriting and Canadian geese

(Note: Just a suggestion. Write your blog entry offline before posting. If you write a post online then the server goes down when you try to publish it, you'll lose everything, as just happened to me.)

I wrote a few days ago about how you can learn an important copywriting lesson by watching Canadian geese. The lead bird's wings create a draft that helps the rest of the gaggle fly farther on less energy.

I recommend finding a lead bird you can write to for help when you need it. When I was an in-house copywriter at Agora, I had direct access to John Forde, Bill Bonner and Michael Masterson. As a freelancer, I've had to forge a new network.

AWAI students have a clear advantage over others just starting out. Not only do they have the best hands-on program at their fingertips, but they also have access to a forum to get support from fellow copywriters. And they get feedback on their early assignments directly from master copywriters, people like Paul Hollingshead and Don Mahoney.

I took a look at the AWAI copywriter's program when it first came out. I thought it was a great program. I even wrote a testimonial attesting to how great it was. But did I actually do the exercises? No, I didn't. I wasn't terribly invested in my copywriting career at the time.

Five years later, I'm back. And I attribute my success this year to studying the AWAI program, Michael Masterson's Accelerated Program for Six Figure Copywriting in particular. No more shortcuts for me.

I realize that most people who read this blog are already in the program, so I'm preaching to the choir. The choir needs a pep talk sometimes, so here goes: Work through the entire program. Copy and recopy the assignments. They will help you more than you know.

I was chatting with Chris Marlow the other day about the copywriting conference that took place down in Florida a few weeks ago. I told her what impressed me most was that the copywriters in my peer group were all competent writers -- they just needed a little guidance and a push out of the nest. You can go to all the copywriting conferences you want, but they will do you no good unless you actually start writing for clients. Until then, it's all hypothetical.

Here's what you do: Work through the course then get out there and find clients to write for. It's the only way to get a return on your investment.

Fly birdie, fly!

Write so hard your hands hurt...

I've been writing more than usual. That's good for the savings account, but not so good on the hands.

When I came home from AWAI bootcamp in Florida, I had pain all up and down my arms. That's the problem of writing from hotel and conference rooms -- the tables and chairs are never a good match for your ergonomic situation.

And what about your desk and chair at home? A comfortable chair can make your writing habit much easier on you. And as for travel, there are many products out there to help out. I'm trying out some travel desks, and I'll give you a full report when I can make a recommendation.

The trick of any travel desk will be to have adjustable legs. Not to mention being lightweight and easy to carry. There are lots of lap desks on the market, but I don't know if you've noticed, the lap doesn't make a great desk (where do you put your coffee? and your mouse?). You want adjustable legs so you can change the height depending on the chair you're sitting in.

Do you have a favorite chair, desk, or travel desk? Let us know about it.

Some yoga stretches help the hands. And so do those little massage rollers.

Before you invest in a desk and chair for your office, you might want to go to the store with your laptop and work from there for a little while to give you an idea of what it will feel like once you've been sitting there awhile. Sure, people will think you're weird, but who cares!

*******************************
Freelance Writing Success in a Box
*******************************

Here's another great coywriting product that will help your transition into full-time freelance copywriting come a little easier. It's AWAI's Freelance Writing Success in a Box. They don't advertise it much, and I don't know why.

You'll get more information about setting up your home office, and how to write off the expenses. Actually, you'll learn how to write off a great number of things. You'll learn about different corporate structures for your freelance business so you can find one that keeps your tax laibility as low as is legal.

Basically that means you'll find out how to keep more of your money!

Tax tips are just the "tip of the iceberg" with this product, so be sure to read all about it.

It's a new day -- make changes now

It's still dark out. I'm groggy. Haven't had coffee...

But it's a new day, and I'm going to make use of it.

In my experience, it does little good to complain about the things you can't control in life. For me, one of those things is my past.

If you were at AWAI bootcamp this year, you heard part of the story: going freelance at 25, living in France, single, chasing women. But the other part is this: living like Ernest Hemingway (save the shotgun incident in Ketchum), boozing, drugging, in all kinds of trouble all the time, then "coming to" a few years later in Brooklyn, where I was practically homeless -- a friend from college put me up on his floor, where I shared a dog bed with a labrador retriever.

I can't control my past. It's a done deal. I can be responsible for my part in it, and I can move on. Lots of people never move on. Sure, terrible things can happen to us in life, and we can also do terrible things. Guilt and anger have their place, but if you get stuck in them, you'll go nowhere...not to mention they take a toll on your mental and physical health.

Unfortunately, guilt and anger are difficult for some people to get through. And, in my case, expensive. But it's worth it. Now I can let go of my past and live in the present...

Morbid reflection haunts me from time to time. So does self-doubt, especially when it comes to writing. But despite the wicked inner voice that tells me I'm horrible, people are heaping praise and money on me. So it's often a battle to see the truth...seeing what's real opposed to what I feel. I'm winning that battle more and more.

If you know of some changes you need to make so you'll be more at ease, more productive, and generally happier, what's keeping you? Fear? Self doubt? Fear of failure or fear of success? Do you have some bad habits you're leaning on because somehow they're comforting?

My advice to you this morning is to take stock of your daily habits. Keep track of everything you do during the day for the next few days. Everything. Keep track of how much time you spend doing what. By the end of the week, you'll have an idea of what habits are getting in the way to living the life you want to be living.

It's time to make changes and move on. You have an amazing life ahead of you.

Oh -- and I want to thank everyone for the $1.06 you made me last week by clicking my Google ads. Actually, that's not so bad considering I would've written this blog anyway. But I'm trying to drum up a more profitable use of space. I've affiliated with some other copywriters, so I might put some ads for their books and such over to the right...

***Speaking of which, here's my plug for Yanik Silver***

Yanik is just a few months younger than me, and like the rest of us, he's still fairly new at this. But there's a big difference: He is already considered an industry expert. He's at the top of the ladder for web copywriting. In the past couple of years he has consistently pulled top results for his clients, and he commands quite a fee with monthly royalties that would pay most folk's annual bills.

Whether you own your own site or you've been hired to write for someone else's, it's important to know that web copy is a bit different than writing for print. So before you go off to write your next promo, I recommend you see what Yanik and his buddies (including Joe Vitale, Jonathan Mizel, Marlon Sanders and others) are doing to walk home from work with an extra $2,000 in their pockets...every day of the week! Click here to get your own copy of Web Copy Secrets today!

Set the bar a notch higher

During the first few months of my new copywriting career, I did quite a bit of piddling. I'd finish one project then play around before starting the next one.

For the first time in my life, I'm learning how to multi-task. I think women are better at it...something to do with keeping up with 3 different children doing 3 different things, perhaps.

A month ago I would have told you that multitasking is genetic, so if you can't do it, don't worry about it. I've since changed my mind, and I'll tell you why...

My wife and I have just made an offer on a house, and we've committed to putting a significant chunk of the money down. We have 30 days to come up with it. Although most of the money is already in the bank or I've at least invoiced a client for it...there are a few thousand dollars missing.

This has made me set my bar a little higher (or lower -- depending on if we're talking about the high jump or dancing the limbo). I have the projects to cover the money, but can I get them done in time...?

I'm astounded to hear myself say this, but I'm finding ways to knock out two projects at once. Basically what it boils down to is this: While I'm waiting for more information or edits on one project, I work on the second one and start collecting information about a third. This keeps my work staggered, so that by the time one project is completely out the door, the next one is halfway there, and any down time can be spent on a third project.

I made over $10,000 before taxes in October. For November I'm shooting for $15,000. Remember, I've only been back in the copywriting vein since April of this year. I'll let you know how it goes...and you let us know, too.

I'm looking forward to reading some comments. I put a counter on this page to see if I'm the only person reading it, and I am happy to see I'm not. So tell us what you're up to...

Copywriting lessons from Canadian geese

I recently got a message from a gentleman who says he'd like to be the greatest copywriter on Earth.

I'm all for it. Partly because he reminds me of me.

Early on in my copywriting career I tried to be a copywriting "revolutionary," using methods other copywriters weren't using, hoping to land fame and fortune.

Turns out, other copywriters weren't using my methods simply because they don't work. I'm a smart guy, but one of the smartest realizations I've ever made is that there a lot of people out there a whole lot smarter. It's a good idea to find them and share ideas with them.

Something else I've learned is that I don't have to be the first and the best. Sometimes it pays to play "follow the leader."

Take Canadian geese for example. Ever wondered why they fly in V formation? Turns out, the draft from the lead bird's wings allow the rest of the flock to fly 70% farther on the same amount of energy.

I think this applies to being the "best" at copywriting, too. It pays to follow the flock, and every now and then, take your turn at the lead with a breakthrough package. The rest of the time, take advantage of the lead bird's efforts for an easier ride.

That's why it's so important to study what is working on the web and in the mail. We don't always have to come up with revolutionary ideas. Often we can lean on another's example (so long as you don't rip them off) and come out much farther than flying solo.

What have you been reading? A great resource is Jack Forde's Copywriter's Roundtable. Sign up for his weekly letter at www.jackforde.com. Have other favorites? Tell us about them...

Bennie Goodman's endorsed mailings

I recently bought an iPod for my dad, and I've been loading it with music he likes...Barbra Streisand...Pavarotti...Canadian Brass. I put some Bob Newhart and Jeff Foxworthy on there, then I decided to look for old radio broadcasts to download. My dad grew up before television was big.

First I found the original 1938 War of the Worlds broadcast on www.mercurytheatre.info. Then I found a site called www.radiolovers.com. It has hundreds of old broadcasts -- Gangbusters, Bennie Goodman, Cloak and Dagger, Abbot and Costello (and much, much more...). There's also several World News Today broadcasts from the front lines of WWII.

My, how advertising has changed! During commercial breaks, most of these shows just had one guy reading the ad script. I bet it worked...gangbusters.

What it amounts to in today's terms is an "endorsed mailing." Having one guy on the cast of the show read ads from the sponsors. Nothing glamorous. Nothing clever. Just a guy reading a script.

What is your experience in writing a successful endorsed mailing?

Make it urgent

Yesterday I touched on one way to make your sale more urgent by adding a clock to your landing page.

There are many other ways to build "urgency" in your copy as well. The "limited time offer" is but one...

Here are 3 of my favorites -- there are many -- then I'd like to hear from you about yours...

• Limited quantity -- "only 200 free reports left" or "never will there be more than 25 members"
• Jones effect -- "don't miss out"
• News-oriented push -- "get your Avian flu survival kit before it's too late"

What are some ways you use to build urgency in your copy?

Use a clock: Increase response x3 for low priced products

A couple of weeks ago I had the chance to corner Clayton Makepeace.

He had spoken earlier about putting a clock on the landing page to get three times the response rate.

Here was my dilemma: Most of my clients have years in direct mail, and the switch-over to online sales is still fairly new in the grand scheme of things. Sometimes they'll give customers 7 or 10 days to reply to a special offer. That's a hold-over from the mail days. I've wondered if I could convince them to cut reply time down to 3 or 7 minutes.

Clayton told me that for low-priced offers, a countdown of less than 10 minutes should boost response considerably. He said on some pricey backend products, say $500 products, it's still a good idea to give the buyer a few days.

This opens a can of worms...how do we prevent a buyer from closing their browser and coming back later to get another 7-minute opportunity? Seems like we should have some technology in place to let the customer know this isn't a gimmick -- our 7-minute threat is real.

My guess is the answer lies in cookies or another .asp file, or somehow blocking the IP address from seeing the same special offer. Here we move more into the domain of the web publisher, but these are things a web copywriter should know about -- more tools to make the sale.

Anyone have any ideas?

Spam fan mail

You know, used to be that I thought this copywriting business was evil...

...talking people into buying what they don't want or need...playing on fear, greed, etc...

Turns out it's not true at all -- though it was geat rationale to drag my feet on projects at the time.

When you offer a product you believe in, great things happen. First, you don't have to worry about conning anyone. Your enthusiasm shines through the copy, and it will sell well. You have provided a great service to the customer, your client, and yourself.

Case in point: Last week I was the "roving reporter" for AWAI's copy bootcamp in Florida. My job was to throw a few tidbits by email to the AWAI file that wasn't attending the conference. I gave them free tips from what we were learning, then told them they should buy the DVDs from the conference.

It sold. It sold more than my client had even dreamed of. Plus I did learn a ton of new stuff, so that was two out of the three. Client happy, me happy. That left the third...people were buying, but were they happy?

You bet. I even got some fan mail from my spam. Something about what I wrote struck a chord with some people. That would never happen if I was trying to "con" someone.

I'll tell you more about the response to my spam in the M.L.W. next week. To subscribe, send a blank email to mlw-subscribe@morganletters.com, or simply visit www.morganletters.com.

www.morganletters.com for newbie copywriters

First, a shameless self-promotion: www.morganletters.com. There's a free weekly eletter you can sign up for to get help finding new clients, find out how to save on taxes from your freelance business, and much more. The first issue of the eletter has already been posted there. The site has a few problems still, but it's working.

Get up early

I used to be a night owl, writing all night and sleeping till the afternoon. No more!

It's 6:37 Eastern and I'm up. Usually I sleep another hour, but I have a plane to catch.

Here are some other tips to make you more productive:

• Set your alarm clock one minute earlier every day until you start getting up at a decent hour...
• Get rid of IM! It is a curse to getting work done...
• Check email no more than twice a day. Many times you can get your message across in the subject line alone: "Please send marketing reports ASAP"...
• Stick to a schedule...
• Quit working by 5 or 6:00...it will be there tomorrow...

OK, we're heading out the door. I'll be in touch on Monday when we get back.

Much to do...much to do...

Nearly 11 o'clock and still so much to do. Julie and I are heading out to Big Sur in the morning to see her dad.

Just been home 2 days since coming back from AWAI's copywriting bootcamp in Florida, and most of that time I've spent fighting with Dreamweaver to get my web site up (finally)...

Barely started my next project, but it's not due for a few weeks. Plenty of time. Plenty of time to enjoy a weekend in California...

You're not working too hard, are you?

One thing I've learned is that staring at a computer screen doesn't help get work done, unless you're typing. There's a place for perseverance. But there's also a place for petting the cat or going for a swim. The best ideas often come when we're far from our laptops...

At least stand up and stretch. I'm outta here.