Freelance copywriter tips for newbie and emerging writers

New resource for copywriters, newbie or veteran

2007-02-21T11:54:00.000-05:00

Long time, no hear.

As you may know, I've been completely out of order, out of sorts, and so on for some time.

But here's a resource I just put online that you should jump on now -- it's an online directory of freelance copywriters.

So it's time to throw your name in the hat.

Oh -- and it's free.

Here's your link: Copywriter Directory

I hope you're well!

David

Copywriter: Starting from scratch?

2007-01-23T13:15:00.000-05:00

Hi there copywriter,

I feel like I'm starting all over -- and in a way, I am.

After a few banner months last year, I was in an accident. Then depression set in. I lost steam, and my copywriting sort of... dissipated.

I couldn't carry through on those big dreams of mine.

Some of you even wrote to see if I was okay. I wasn't, but I didn't write back. I can't explain it, other than to say depression sucks.

Forgive me?

I'm having to start over. (Well -- not exactly: I still have a couple of clients to build a business on.)

If you're still "in the wings" on this copywriting thing, I invite you to join me. We'll build new (or simply better) copywriting careers together.

I'm working on my new self-promotion copywriting web site here: http://www.morganletters.com.

And in a few weeks or months, I'll start building http://www.freelancewebcopywriter.com to replace this Blogger site. Blogger isn't that great anymore, so I've switched to WordPress.

In other words, I'm not updating this site again after today. But I'm not going to delete it, either.

By the way, if you don't know what copywriting is or you're not sure how to get started, simply read this letter.

And if you're not yet subscribing to Monthly Copywriting Genius, I highly highly recommend it.

One last plug. I love WordPress because it's free. All you need is a domain name somewhere, and they're cheap enough to get. And you might need to know how to FTP it onto your server, depending on who your host is.

There are lots of ready-made themes available for WordPress, but it is only a matter of time before you get into a snag where you'll need to know some HTML or PHP.

The truth is, the most cost-effective way to build your copywriter self-promotion web site is to use SiteBuildIt (SBI) instead. True, it costs money, but it saves you lots of time.

Not only that, but SBI guides you through every step of search-engine optimization. It's perfect for do-it-yourselfers, because you can have a site up in no time -- while learning a massive amount about Internet marketing.

SBI: Highly recommended.

Sorry it's been so long. Please comment!

It's been a long time...

2006-09-05T16:12:00.000-04:00

I guess it's my self-confidence that has kept me from writing.

Not just here on the blog -- but for a living, too...

I had an accident in South America last winter that kept me from work for several weeks, and that was the beginning of the snowball effect. Being behind. Being sick. Getting more behind.

Some people kick into high gear when under pressure and working from far behind. Not me. I hide.

At least I have been hiding.

Thanks for the text messages, emails, even Christmas cards. Sorry I haven't been around.

This blog is moving soon -- blogger is kinda going down the toilet since Google bought it.

Take care, and please comment...

International Travel Tips: We've turned cheap travel into an art form

2006-04-21T21:18:00.000-04:00

International Travel Tips: We've turned cheap travel into an art form: "

when

Savoring downtime

2005-11-22T12:56:00.000-05:00

Ahhh...the feeling of finishing the first draft of a letter I thought I'd never see done.

And three more projects on the burner this month.

Yesterday I worked a half-day. I turned off the computer after finishing that letter. I ordered in, read a book and watched a movie.

Today it's back to work. And, after taking a little time off, it's time to get into the next project while I wait for comments on the last one.

It's these times that make freelance copywriting so great. Time off without the anxiety of lack of work in the future. Plus royalties. Not too many writing genres offer perks like that, unless your last name is Salinger.

If you're having trouble finding clients, or if you're confused about the process of setting up shop in general, be sure to check out Freelance Writing Success in a Box (link in the sidebar). It will really help you get on your feet.

I wish I had it back in April when I quit my job to pursue freelance full-time. Freelance Writing Success in a Box has taken the mystery out of the process of finding clients and getting paid.

Have a great week.

Beyond marketing

2005-11-17T12:23:00.000-05:00

Many of us fall into the trap of thinking that copywriting is all about making the sale.

That is only partially true. Sometimes our copy generates a lead. Other times a click. But copywriting is much more than that, also.

The best copywriting I've seen involves the reader in an intimate way and offers a solution to some real problem.

As copywriters, we have a responsibility to our clients, but also to our readers. When I first started, my sole allegiance was to my client, often creating for the reader a "need" that didn't exist. And sometimes I went to bed at night feeling as if I was trying to swindle someone's grandmother out of her social security check. I was glad to have writing work, but a voice nagged me that I was causing problems with my writing, not solving them.

Times have changed, and so have I. These days I try to engage the reader in a story and offer a solution to a real problem, not a fictional problem created solely to make money. The best way to do this is to be your customer -- only write for products you use yourself, or you would consider using if your situation were different. (I don't take arthritis supplements, for instance, though if I had arthritis I would certainly consider an alternative approach.)

Have a good day and be sure to wash behind your ears.

How your copywriting can save lives

2005-11-16T12:59:00.000-05:00

You might have heard about the earthquake this fall in Pakistan. Over 80,000 people died. Nearly 3 million are homeless, with nowhere to go.

Winters in the high mountains of northern Pakistan are harsh, and I've seen estimates that as many as 1 million people are at risk of dying from exposure this year due to lack of shelter. The International Red Cross/Red Crescent has managed to put up about 40,000 shelters. That's a lot, but not nearly enough.

I traveled in Pakistan 10 years ago. I backpacked around the mountains and hitch-hiked up the Karakoram Highway into western China. I got rides on everything from tractors to jeeps, went trout fishing in the Hindu Kush, and met a wonderful, resilient people.

Despite our sometimes negative impression of Pakistan, politics aside, Pakistanis are among the most hospitable and welcoming people I've ever met. I got sick at one point on the trip, and a family moved a bed out onto their front porch (closer to the "toilet") and let me stay there until I recovered.

Near the end of my stay there, the head of the household asked if I'd like some chicken soup. Next thing I knew, a gang of kids were chasing a chicken around a courtyard until a burqa-clad woman popped out of the house, grabbed the chicken and retreated inside. Best chicken soup I've ever had.

Last night, Pakistani President Pervez Musharraf was on t.v. begging for aid, saying that relief is not only necessary, but it could turn the sentiment of his populace towards better views of the U.S. That could be our best bet for anti-terrorism ever.

My first reaction was that I should fill a shipping container full of winter gear and head off for the Karakoram range. Not only is that a risky idea, but there is something even more effective I can do from home: Write a fund-raising letter.

I'm compiling a list of fund-raising contacts for organizations operating in Pakistan. I'll share them with you here. Jack Forde will also put them in a coming issue of the Copywriter's Roundtable.

What I want to know is -- are you in?

Beauty of the copywriter's schedule

2005-11-15T09:23:00.000-05:00

Well, I'm off to Knoxville (10 minutes away) to "greet" VP Dick Cheney on his 10-minute visit to our town.

The "First Amendment Zone" is nowhere close to the event. Hmm. I thought this whole country was a free speech zone. Not anymore, apparently, despite federal court rulings that view censoring protests as unconstitutional.

So. If you don't hear from me tomorrow, it means I'm either in jail or was beaten by a band of redneck frat boys. I don't know where the pollsters are getting their numbers -- obviously they haven't called anyone down here, where pro-administration sentiment is still the overwhelming majority. I'd say 80%. An inverse correlation to the number of people who have all their teeth.

What does this have to do with copywriting, you might ask?

Self-scheduling. The beauty of working for yourself. And if you schedule in a day off here or there for jail or vacation, it doesn't hurt anyone, so long as you make your deadlines.

See you tomorrow. Hopefully.

Copywriter: Work on retainer

2005-11-14T14:32:00.000-05:00

Good Monday to you.

Here's an idea to help you keep paychecks coming in regularly: Work on retainer.

I'm not talking orthodontics.

If you have a client or two who regularly ask you to do work for them, this is an idea for you. Especially if they need your work quickly, but your calendar starts filling up to the point that you can't do a 2-week turnaround.

Ask if your client will "retain" you for work worth a certain number of dollars every month. That way they can come to you for work on the fly, and you've already alloted (and gotten paid for) a certain number of hours every month.

Don't forget about your royalties when you strike a retainer deal -- make sure you'll still get them.

And, to make this more appealing to your clients, you might offer a 10% or 15% discount on your rates just for having regular work every month. Money in the bag, so to speak.

You might also want to build in a deadline a few days toward the end of the month so that if they don't have a project for you next month, they won't have to pay you (so long as they give you sufficient notice). That way they won't feel hemmed in, and you can add a more lucrative project from time to time.

I'm using this strategy myself to make sure I never have "downtime" without a paying project.

I hope today has been an excellent start for the rest of your week, and I'll see you tomorrow.

Copywriting products

2005-11-11T11:22:00.000-05:00

I have a very determined cat who apparently wants to be a copywriter. I can't keep him off my keyboard.

Anyway, a friendly word on copywriting products.

If you've already started making money as a copywriter, the products I've written about here in this blog and in my weekly newsletter can be very helpful.

If you're just starting out, however, the single most important thing you can do is finish the AWAI copywriting course. That is all you need to get started.

After that, I would recommend the Freelance Writing Success in a Box. I know the "business in a box" idea is kinda hokey, but this is a good one. It guides you through setting up your home office, different business structures, contracts, promoting yourself, getting clients, and lots of stuff you will need to know. It gives you the basics for running a freelance business. Eventually you will want more in-depth information, but it is a great starting point.

Once you have your business set up and you're making money, I'd look into Internet writing courses, either AWAI's or Yanik's or both. No matter what your specialization is, alternative health, finance, or whatever, the majority of your promotions will start on the web before going into the mail. So knowing how to write for the Internet is key.

Possibly the most important thing you'll learn to do is a keyword search. To hit two birds with one stone, the program you should use to build you self-promotion website will also allow you to do keyword searches for all of your writing. It's called SiteBuildIt, which I wrote about a few days ago.

It's important to take all of this one step at a time. Buying products, going to conferences, etc. is all great stuff. But if you're not already in the practice of writing -- by taking a hands-on course like Michael Masterson's AWAI course -- you may very well be wasting time and money that should instead be spent on learning the basics and getting yourself out there.

One thing at a time, right? Have a great weekend.

Copywriter: Find a niche

2005-11-10T09:46:00.000-05:00

Starting out, I took most any writing job that came my way. Now I can't afford to do that. Nor would I want to.

Being the general go-to cheap copywriter for your clients has its benefits. You'll learn a lot about a bunch of different stuff. You'll learn to churn out copy quickly and effectively. You'll make good money. And when you start to beat control packages on a consistent basis, your career will take off.

Then it's time to take yourself more seriously. Things you didn't have time or balls for before suddenly become more important -- creative briefs, contracts, and terms of acceptable payment. You'll start to have to turn down work because you don't have time for new projects. Eventually you'll be able to pick and choose which projects you want to do. And even some that sound interesting, you won't have time for.

This is exactly what's happened to me here lately. Earlier this week, for 2 days in a row, I turned down 3 jobs each day. That is a record for me. I'm taking my career much more seriously now, and it's time to specialize.

By specializing in a specific industry, car insurance or group travel, for instance, you slowly become known in that industry as an expert. And once you're an expert as opposed to a generalist, that's when the money comes in.

In "Freelance Writing Success in a Box," there's an interview with Bob Bly about specializing. He recommends specializing in one or two specific areas, but also staying open to jobs outside of those specialties when something interesting comes along.

I've been thinking about what I want to specialize in, and what seems to make more and more sense to me is either income-opp (which is what I write you about everyday anyway) or alternative health, another personal interest of mine. I love writing travel copy, but there's not much money in it, at least compared to other industries. So I think I'll keep writing travel copy for the clients I have, but I won't go looking for new travel clients.

Makes sense, right?

Now, a quick poll...

a. What are some things you're interested in (horses, church, hiking, etc.)...
b. And can you think of a way to turn your interests into copywriting profits...

Have a great day!

Copywriting: Inventing a lightbulb

2005-11-09T11:50:00.000-05:00

The old adage goes, Thomas Edison didn't fail at inventing the lightbulb 1,000 times. He found 1,000 ways not to build a lightbulb. And, finally, he found a way to build a lightbulb.

Now, I doubt seriously he tried 1,000 times. But the point of the story is well taken.

The road to success is built on the back of failure. Every pavestone represents an experiment or writing project gone awry. The only key to success is determination.

And, in your determination, I would suggest trying different approaches to getting where you want to be. Edison didn't try building the lightbulb the same way 1,000 different times, and neither should you.

Build your lightbulb a different way each time, and you'll eventually succeed. Here's what I mean:

Having trouble getting up early? You might try setting an alarm clock.

I know from experience that alarm clocks don't work for me. They might work for a day or two, but then I relearn the beauty of snooze.

So, to get up earlier, I gave up on setting my alarm clock early. Here's something that works: Set your alarm clock for the time you normally get up, minus one minute. Every day or every couple of days, set the alarm back another minute.

And something that works even better than that is going to bed earlier. And even better than that? Kids, dogs, and spouses who make lots of noise early in the morning. Encourage it.

And the best way? Love what you do, and showing up for work is never a problem.

My best advice is to keep failing. Stick your neck out. Make mistakes. And you'll build your road to success.

Copywriter: Profitable side business

2005-11-07T22:04:00.000-05:00

There is probably no better endeavor for a copywriter to add to his/her business than affiliate marketing.

It's a natural fit -- writing about products then taking a large percentage of the profit, generally 20-50%.

I've tried affiliate sales a number of ways. But what it comes down to is this:

You need a high traffic site and a newsletter with lots of subscribers to do it well. It's a numbers game.

Now...I have a few websites and a newsletter. The problem is, they're anything but high traffic. And my newsletter subscriber list isn't exactly bursting at the seams.

Here's what I did wrong: I didn't optimize them for the search engines when I was building them, nor when I was writing content for them. I went back to do it later, which is time consuming and can also be expensive. Better to do it right the first time. The way to write for the Internet -- to get traffic and sales -- is to write keyword first.

But even this can be tricky. You search a keyword and think you've struck gold when you see 10,000 requests for that word in the last month. Then you come to find that 40,000 sites list that keyword, and you have a problem. Even though the keyword demand is high, the supply far outweighs the demand. Better start over.

I've found a tool to use for building my next site -- and for writing all of my copy that will appear on the web in some form or another. You can use it to search keywords vertically and laterally, then you search the results against both demand and supply to find "profitable" keywords...keywords with more demand than supply.

This is no big surprise for copywriters who have been producing content for the web for years now, but for me, this was a eureka! moment. From now on I'll write keyword first.

I've already started in my new affiliate website. And this same tool replaces the need for designers, programmers and optimizers. It's called SiteBuildIt. Check it out.

Good afternoon, copywriters!

2005-11-04T11:05:00.000-05:00

I apologize for not getting my blog out earlier in the day these past couple of weeks. I've had a lot going on...illness in the family...computers dying...trying to buy a house...getting my side businesses started.

I've been going to bed late and getting up early. It's taking a toll, so I'm starting to slow down.

I've been talking with a company called the Hypnosis Network about some writing projects for them. I've gotten some meaningful insights out of our discussion to this point, some of which might apply to you, so I hope you find this helpful.

First, do no more than one spec assignment per month, especially if you have other clients willing to pay you. I am always eager to pick up a new client who values quality copy. Sometimes you have to do some spec work to get a client like that, especially when you're new. This month I took on 3 projects with no up-front pay. One spec assignment for the Hypnosis Network...another spec assignment for a client I lost during my boozing days that I'm trying to court back...and another for a new product idea I pitched to a publisher -- and because I was the idea guy and I'll be doing the soup-to-nuts, they're giving me a very favorable profit split instead of a fee. Still, that's no immediate income, which can be stressful. Moral of the story? To stay sane, my end-of-the-year resolution is to take on no more than one project per month that doesn't have assured income.

Two: Ask for help. If you're stuck on a project, the first person you should go to is the marketing manager of the company you're writing for. The more questions you can ask the better. Don't worry about sounding like an idiot. They'll thank you in the end.

I don't know if you've read the comments by Demian Farnsworth under the "Embrace Failure" post a few days ago, so if you haven't, please do that now. Demian did a very smart thing by asking for help from a master copywriter when he had a question as to whether what he had written would work. This is smart, very smart. I am lucky in that many of the country's best copywriters are personal friends of mine -- Michael Masterson, Don Mahoney, Mike Palmer and John Forde, especially. But these guys are very busy.

Michael is always telling me I need to find a mentor as well as a protege. I have a smorgasbord of copywriters I can go to for help on individual projects, but no one to go to on a consistent basis. So, last night, I signed up with Chris Marlow to talk about coaching on a weekly or biweekly basis. It's expensive, but I have a feeling it will be worth it. Full report to follow.

Three: Embrace uncertainty. The best way to get to know any product you want to sell is to use it yourself. I bought a hypnosis CD from the Hypnosis Network to help me write their copy. It's called "Preparing for Uncertainty." I got more than I bargained for. Not only do I have a better understanding of hypnosis products, but after listening to the CD, I was much more relaxed. And instead of worrying about what the future will bring, I'm ready to enjoy the ride. Two thumbs up. Here's my affiliate link for Preparing for Uncertainty. I'd like to hear what you think about it, so I encourage you to give it a test-drive (comes with a 1-year guarantee). Personally, I think it's perfect for anyone facing uncertain challenges, like a new freelance career. I would add that people who haven't done some soul-searching on their own probably won't like it.

Until tomorrow! And as always, comments please.

Self-promotion update:

2005-11-03T11:23:00.000-05:00

By the way, that self-promotion letter I put on the job boards? So far a 10% response rate to the people I forwarded it to. That's wicked!

I'm taking my post down, so jump in there, Skippy!

Copywriter: Safe list riches -- MYTH!

2005-11-03T10:45:00.000-05:00

Where did everyone go? Things are just now getting interesting.

I bought some safelist software that will send email to over three million subscribers -- I wanted a list to email some of my affiliate offers to plus build my own list, so I thought I'd try it.

The way it works is this: The software automatically signs you up on thousands of opt-in safelists. (Afterall, for the right to send emails you also have to be willing to receive them.) It automatically verifies your membership on the safelists (double opt-in). Then it automatically emails your sales letter to all those lists -- plus it goes into your inbox and deletes the messages you get from the other subscribers so you don't have to read that junk.

The software worked perfectly. The problem is, I think everyone else on that list was using similar software, so my 3 million emails were promptly deleted without being read. The email I sent was good -- but by the end of the day, not a single response.

The safe list heydays seem to be over. Used to be that you would have to at least see the subject lines of the messages you're deleting, and you'd end up opening a few of the more interesting ones. You might even end up buying something. But new software allows your prospect to delete every message in their inbox without even opening it.

Advice: Don't buy any safe list automatic submission software. It's a total waste. I think the only people making money on the safe lists are the ones selling safe list memberships and the software itself.

I'm experimenting with a few other "subculture" marketing approaches, and I'll keep you informed.

My preliminary report? The easy way still doesn't work. Damn!

Survey:

Have you ever marketed to a safe list?
How much money did you make?
What product did you sell or presell?

See you tomorrow!

Safe list experience?

2005-11-02T11:03:00.000-05:00

Does anyone have experience mailing to a safe list? I just used some software that claims it mails to 3.6 million opt-in names. I have no idea what to expect.

I'll keep you informed. I'm curious to see how it will work.

Comments, please.

Copywriting Success: Embrace Failure

2005-11-01T08:43:00.000-05:00

It happens to the best of us: failure.

In my early days of copywriting, I made a couple of clients very unhappy. One said my sales letter made him sound like a used car salesman. Another said I was an idiot. Still a third cursed me in French (I do copy translations, too).

These helpful critiques sent me into downward spirals for days. Looking back, they were minor setbacks that allowed me to grow. Slowly I improved at my craft, and I learned how to get better clients with easier products to sell. And I started to learn how to do what the client pays me to do instead of doing my own thing and getting shot down. Brainstorming new ideas is good, so long as your client is in on it.

Even with practice, you will still fail. Just yesterday I wrote new web page copy on spec, just because I really wanted the client. I probably won't get paid for it. Even though I think I nailed it, the client sees some problems -- and they know their product better than I could in a few minutes on the phone with them.

We might be able to revise the copy into something they can use. But maybe not. If it turns out they can't use it (and I don't get paid), it might work out for the best for all parties. I won't waste time on projects I can't get my head around, and they won't waste money on copy they can't use. That sets both of us free to pursue success in other venues.

Do you have a copywriting failure to tell us about? Stick it in the comments section. Have a great day.

Copywriter's best friend: target=_blank

2005-10-31T09:56:00.000-05:00

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

2005-10-30T01:01:00.000-05:00

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:

Your post must have some benefit for new copywriters.
Word count must be min 250-500 max.
No affiliate links.
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.
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.
Submit one post only, unless you have more than one copywriting blog, then kudos to you.
Deadline is midnight tonight, eastern time.
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

2005-10-29T15:18:00.000-04:00

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

2005-10-29T14:07:00.000-04:00

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

2005-10-28T11:35:00.000-04:00

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

2005-10-27T11:21:00.000-04:00

(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...

2005-10-26T10:50:00.000-04:00

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
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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

2005-10-25T08:10:00.000-04:00

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

2005-10-24T12:56:00.000-04:00

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

2005-10-21T00:19:00.000-04:00

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

2005-10-19T12:02:00.000-04:00

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

2005-10-18T07:30:00.000-04:00

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

2005-10-17T11:33:00.000-04:00

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

2005-10-14T11:46:00.000-04:00

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

2005-10-13T06:34:00.000-04:00

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...

2005-10-12T23:20:00.000-04:00

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.