Direct Marketing News

New copywriters write me all the time, asking how to get a high-paying gig. A desperate few just want to know how to get any assignment.

Sometimes I have to resist the urge to leap through the computer screen at them. I want to grab ‘em by the shoulders, shake ‘em till their eyes rattle and shout, “Hey - wake up - you’re one of the chosen few: You’re a COPYWRITER!

“You’ve been blessed with the gift of persuasion: The single greatest super-power on the planet. Compared to you, Batman and Wonder Woman are wimps!

“You are a modern-day Obi-Wan, master of the Jedi Mind Trick.

“You are (tatataDAAA) PERSUASION PERSON!!!

“Mere mortals fall helpless, wallets in hand, before your considerable persuasive powers.

“Great clients are mere mortals, too … so go ahead - persuade them to hire you!”

YOU ARE THE MOST EXCITING PRODUCT YOU WILL EVER WRITE FOR!

Throughout my 35-year career, I’ve been asked to write copy to sell investment conferences and water heaters … golf magazines and exotic pastries … investment diamonds and buttless pants … holy land tours and sex tapes … rare coins and junk furniture … tons of books and newsletters on finance, investing and health - and once, an entire company.

The single best product I ever promoted?

Clayton Friggin’ Makepeace!

I don’t have to do it these days, of course - my name and past successes are well-known and I turn down far more assignments than I could ever accept.

But there was a time when I was a virtual unknown, struggling to make ends meet. I had my chops, of course - I had written some strong promotions for smallish clients on the West Coast - but I couldn’t even get the big boys to answer the phone.

ATTRACT THE CLIENTS WHOLL MAKE YOU RICH!

I sat down at my trusty old IBM Selectric typewriter (the state-of-the-art writing implement in 1979) and wrote a sales promotion - about myself!

I mentally put Clayton on the desk just as if he was any other product, and I pulled out all the stops.

Then, I used that copy in a 6-step self promotion campaign designed to make all the best clients call me.

How’d it work? Like a charm. Within a week, my phone was ringing off the hook, and I was schmoozing with the big boys.

Within two weeks, the advances began rolling in.

And a few months later, a major mailer offered me a six figure retainer PLUS 5% of his gross sales, PLUS perks out the wazoo to take him on exclusively.

Here’s how I did it and how you can do it too …

STEP #1: PICK YOUR TARGETS CAREFULLY

First, I created a mailing list of 400 prospective clients.

Since I was focusing on self-help publishers, I picked all the biggest companies - firms I already knew about - Phillips, KCI, Agora, Boardroom, The Ruff Times and others — and used the Oxbridge Directory of Newsletters to select the rest.

Now with the advent of the Internet, this research is even easier

If I knew the name of the person in the organization who hired writers, I included that in each address on my list. If I didn’t, I called 100 organizations per week and said, “I need to send a letter to the person there responsible for creating your direct mail promotions. Could you please tell me who that is?”

STEP #2: GET THEIR ATTENTION

I wrote a short, one-page personalized letter saying that next Tuesday, May 15, would be a Red Letter Day.

The FedEx guy was going to deliver a very important package to him/her - a package that would bring a big bump in sales and profits. And I asked my prospect to take a quick look at it, saying that it could be the most profitable few minutes he’d spent reading in years. (You may want to do this with an e-mail - it should work even better!)

STEP #3: DELIVER THE GOODS

I created a second, short letter to go out with my samples. I introduced myself, gave a short recitation of my accomplishments … said that in two weeks, I’d be filling my writing schedule for the second half of the year … that I had some intriguing ideas for boosting his revenues and response … and asked the prospect to take a look at the enclosed material and call me to discuss it.

I told him I’d be waiting for his call, otherwise, if hadn’t heard from him by a certain date, I’d give him a ring.

STEP #4: GET YOUR SPIEL DOWN PAT

I spent time thinking about exactly what I would say if anyone responded:

I would answer the phone on the third ring - not too eager, not too lethargic.

I would be polite, friendly, and excited that they had called. I would compliment him on the stuff I’d seen coming from his organization.

I knew exactly what I would say if they asked, “How much do you charge?” (depends on the product and the promotion - we can discuss that later).

I knew precisely what I wanted the next step to be - to schedule a call a few days later to discuss potential projects.

And I knew that I’d ask the prospect to send me a “Care Package” - samples of his best promotions, premiums, issues of his newsletter, etc. - that I could study in the meantime.

STEP #5: MAIL 100 INTRODUCTORY LETTERS AND 100 SAMPLE KITS EACH WEEK

Timing in my self promotion campaign was crucial. I mailed 100 introductory letters each Monday, so my prospects would get them before the samples arrived.

And also on each Monday, I would overnight 100 sample kits so the prospects who’d received my Introductory Letter the week before would get my samples exactly when my Introductory Letter said they would - on Tuesday.

I waited by the phone: I didn’t expect anyone to call. Surprisingly, a few did call.

Some politely told me they had all the writers they needed at the time. I’d say, “Cool! Maybe we’ll have a chance to work together some other time.”

Some said they liked what they saw and wanted to know more - in which case, I told them a little about myself, asked what they were looking for, requested the Care Package, and scheduled a call to discuss it all with them in a few days.

STEP #6: MAKE YOUR FOLLOW-UP CALLS RELIGIOUSLY

I set aside at least one full day each week to bang the phones, calling all the prospects who should have called me the week before, but didn’t.

I started with the prospects I knew were the biggest mailers and worked my way down. If the person was unavailable, I left a voice message:

“Hey, Bob, it’s Clayton Makepeace. I sent you some samples of my work last week and promised to give you a call about them. I’ve got some ideas to boost your response and can’t wait to share them with you. Give me a call?” I left my number, and said I’d be in all afternoon.

If they answered, I said, “Hey, Bob, it’s Clayton Makepeace. I sent you some samples of my work last week and promised to give you a call about them. Did you have time to take a look at them?” - and things progressed naturally from there.

EVERY PENNY IVE EARNED SINCE CAN BE TRACED TO THIS SIMPLE CAMPAIGN

Scrupulously following this self promotion plan filled my schedule with new clients. It also made my name a recognizable one at the companies I wanted to work for - a fact that paid dividends in later years.

Some of the companies that responded created key turning points in my career, enabling me to hit grand slams that made mine a “household name” in this industry and that earned me millions.

IMPORTANT …

1. Everything you write to sell yourself reflects upon your ability to sell the client’s product. Take time to make sure each communication in your self promotion campaignis also a sample of your copywriting skill. Pull out all the stops.

2. Never let them see you sweat. Coming off like you’re desperate for work only makes you look well desperate. Clients assume that if you were any good, you’d already be booked solid. So be ready with a reason why you have gaps in your schedule.

Maybe it’s September, and you’re making your reservations for the first six months of next year. Maybe you’ve seen the client’s mail piece and are so convinced you can do better, you’re willing to clear your busy schedule.

Whether you’re just starting your career or already going great guns, you can earn more — LOTS MORE — than you do now!

Put my six-step self promotion campaign to work for you and youll be on your way to a six- (even) seven-figure income as a copywriter in no time.

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