WHEN YOU CAN'T WRITE THE MARKETING COPY YOURSELF,
OR HOW TO GET THE BEST RESULTS FROM YOUR COPY WRITER
By Dr. Jeffrey Lant
You're running a business, and you have a dilemma. You need
to stuff your mail-box with a ton of new leads... get your
phone to ring off the hook... or pack your premises with
likely new prospects. You know you need to write some killer
marketing copy, but the problem is... you can't. You know
you don't have either the time or inclination... or maybe
even the talent... to write the marketing communications you
need.
What do you do? Different business folk solve the problem in
different ways. You could either:
## tough it out, doing the best you can, learning as you go;
## procrastinate until you feel more confident about your
abilities;
## look in your "swipe" file for inspiration and actual
language...
--- or you could face reality and do the only thing that
makes real sense: hire a professional copy writer.
Wait a minute, you're thinking. Money's tight and you're
advising me to spend more of it? What's going on here?
Just this:
## producing client-centered marketing communications is
absolutely essential for every business. You need them in
your ads, flyers, cover letters, media kits, post cards,
proposals... and everything else you use to generate a lead
or get an old customer to buy again faster. You can either
produce these kinds of marketing communications yourself...
or you can't.
## if you can produce these communications -- or are willing
to learn to do so -- fine. After all, I've written a book on
how to do so. CASH COPY: HOW TO OFFER YOUR PRODUCTS AND
SERVICES SO YOUR PROSPECTS BUY THEM...NOW! is now used by
over 10,000 business people around the world who knew they
needed superior marketing communications... and were willing
to invest the time it takes to learn how to create them.
## But if you can't -- or won't -- learn to create these
marketing communications yourself, then you're faced with
this choice: continue to drag along doing your own stuff (or
not doing anything at all)... or bite the bullet and bring
in someone who can give you just what you need at a
reasonable price so you can get on with the essential matter
of closing those leads and making more sales.
Copy Writers: Bad News... And Good News
---------------------------------------
Well, you say, this all sounds terrific, where do I find
that copy writer and how do I get started. NOT SO FAST!
Finding and working with the right copy writer, the kind of
copy writer who is able to produce aggressive, motivating,
client-centered copy, isn't all that easy. To start with,
anyone can say he's a copy writer. There's no required
study, no license, no test to take. All you have to do is
wake up one morning, decide that this is the first day of
your professional life as a copy writer and start persuading
people who need your services that you can help them.
Frankly, this isn't so difficult. When the economy is in the
doldrums like now, most every business is suffering, and
business people are looking around for ways to improve their
lead-generating and lead-closing systems. If a person says
he can help... and says it loud enough and long enough...
people start paying attention. And when the newly minted
copy writer starts generating some results for people, why
that copy writer gets to thump his chest all the harder,
thereby attracting still more customers. No, it's not so
difficult to get started as a copy writer and that's one
reason why lots of ordinary writers (and others with even a
paltry way with words) do so.
Besides, it's lucrative. There are copy writers in the
country who get thousands of dollars to write a four-page
cover letter... and thousands more for writing a complete
response package. Indeed, some of the best remunerated copy
writers in the country charge $15,000 -- or more -- for such
a package. And, as P.T. Barnum knew so well, they regularly
find people to pay their rates. Thus, it's no surprise that
with entrance requirements so lax, so many people needing
the assistance, and the going rate for payment so high lots
and lots of people go into copy writing, with most doing
quite well, thank you very much.
Unfortunately, the fact that copy writing can be a gold mine
for the copy writer doesn't mean it's comparably good for
you. That's why caveat emptor ought to be the motto of
anyone seeking copy writing services. Hence, the real
dilemma: you know you need more motivating and action-
generating marketing communications; you know you can't
produce them yourself. You know you need help, but you're
just not sure how to find and work with a copy writer,
besides being reluctant to take some of these smooth
operators at their word. Yes, it's a real problem.
The good news is that it's soluble.
Getting Leads For Good Copy Writers
-----------------------------------
To help you solve the problem of how to find the right copy
writer for your business, the person who's going to be able
to turn out aggressive client-centered copy at reasonable
rates, I turned to one of the real pros in the business,
Maryland-based copy writer Dan McComas. Dan is director of
the National Copywriting Center. Day in, day out he both
produces reasonably priced, client-centered marketing
communications and oversees the work of a string of
copywriters who do the same. He therefore knows both how to
produce the kinds of marketing communications you need...
and how to find the qualified copy writers who can produce
them, so his views are worth hearing.
Because of the ever-increasing volume of work at the
National Copywriting Center, Dan is always in the market for
new copy writers. As he says, "Having people call or even
pop up on the door-step who tell me they're 'copy writers',
isn't difficult. That happens about every day. But finding
people who know what it takes to create client-centered
marketing communications, who can produce them quickly,
efficiently and within a client's budget, is an art." So,
what does he do?
Dan suggests following these steps when you're looking for a
copy writer.
## Ask your friends. Most businesses at one time or another
have used a copy writer. While many have had unhappy
experiences, many others have developed long-standing
mutually beneficial relationships. Start asking other
business people about their experiences and when you hear
something good, ask for the copy writer's name, address,
phone and fax. By the way, don't be shy about asking your
friends for samples of the copy writer's work. Then either
ask what made it draw well... and/or do your own analysis.
In other words, try to determine what made the work
superior.
## Review marketing communications. If you're like most of
us, you get bushel baskets full of marketing
communications every week. They come in the mail, are
faxed, or even, if you live in my congested neighborhood,
get slipped under your door while you're sleeping. (I
wish my neighbors would stop doing this.) I hear people
telling me all the time and with great pride, how they
throw all these things away without looking at them. How
stupid can you get? The marketing materials you get
constitute a great learning opportunity... not to mention
a well-spring of potential copy writer leads. Review what
you see. If you like it... and you'd respond to it, get
in touch with the marketer and ask the specifics about
the copy writer he's using. Don't be shy, either. Ask how
long he's been working with this copy writer, what the
copy writer charges, and for any other helpful
information. Then log it. As Dan says, "You may not need
a copy writer right this minute, but you're going to need
one soon enough, so make sure you've got all the
information you require immediately accessible." By the
way, if the source you're speaking to tells you that the
copy writer is on his staff, don't panic. Most staff
marketers moonlight (no wonder, the money is good!). So
if you like what you hear, call the copy writer back
later... or write him a personal letter inviting him to
contact you.
## Go through the course catalogs of local continuing
education facilities, including community colleges and
four-year universities. Says Dan, "Lots of copy writers
and marketers teach continuing education classes, because
they get clients that way." Once you discover one of
these marketers is teaching a course on copy writing,
direct response marketing or a related marketing subject,
call the office and ask for the instructor's telephone
number. If they won't give it to you directly, then ask
them to have the copy writer call you or, better, send in
a letter. If you don't get a response in a week or two,
try again, since these messages and letters all too often
don't get delivered.
Dan also recommends contacting both The Direct Marketing
Association in New York (212-768-7277) and the National
Writers Club in Colorado (303-751-7844) for leads. Too, he
suggests quizzing graphic designers you may know or discover
by using the same steps above you'd be using to find a copy
writers. "Graphic designs always know copy writers," Dan
stresses, pointing out they often work as a team.
And of course, if none of this works, or you just want to
cut to the chase immediately and get experienced, reasonably
priced copy writers, you can call Dan at the National
Copywriting Center directly. (301) 946-4284.
Opening Contact With Your Copy Writer Candidates
------------------------------------------------
Okay, you've got the lead to a good copy writer... maybe
you've even talked to him/her. Now what?
Here Dan has some more of his perceptive advice.
Before you approach a copy writer to "interview" him, spend
a few minutes getting clear in your mind what you want. If
you want to retain a copy writer soon and have a job in
mind, detail that job so you can either discuss it with him
in detail, or even fax or mail your specifications so you
can keep the discussion focused on what you need, when you
need it and just how the copy writer can help achieve your
objectives. This kind of discussion is better for both you
and the copy writer as it enables both of you to get down to
cases. If, however, you're planning for a future
contingency, still try to be as specific as possible. Tell
the copy writer what kinds of jobs you usually have and what
you think your next project might be. Then get down to cases
again: be as specific about what you want as you can... and
keep the copy writer focused on how he can help you get it,
how long it will take, and what it might cost.
After you know what you want, when you want it and what your
budget is (key factors you need to consider), do this:
## call your copy writer leads, introduce yourself, find out
if the copy writer does the kind of work you want, has time
to do it now, has sample materials to share, and can give
you a general estimate of his prices (it must be general
until he knows precisely what you want);
## if you haven't talked to the copy writer before, be
reasonable in your expectations for this call, which is,
after all, exploratory. What you're trying to discover here
is whether there is any obvious reason for excluding this
candidate and if he seems to be a real prospect to handle
your work.
## follow up this call with an immediate letter or fax
outlining in more detail both what you want (the job),
including as much information about the project as you
currently have available, your deadline, your budget and any
special considerations that apply. In this communication,
also ask the copy writer to supply two or three samples of
jobs like yours and testimonials or references from the
people who ordered these jobs. Also ask, if he can meet your
expectations about both starting and finishing and if he can
live within your budget requirements.
Notes Dan, "This preliminary contact with your potential
copy writer works best the clearer you can be about what
you want, when you want it, and how much you want to
spend... and when you request the kind of evidence from
your candidate which enables you to determine if he can not
merely write 'killer' copy but do so on schedule and within
budget."
Scrutinizing What You Get Back
As Dan points out, everything that happens with your copy
writer candidates is on the record. Therefore, you'll want
to scrutinize both what they send you and how they handle
their contacts with you. If, for instance, Candidate A tells
you he'll be mailing your samples and other information on
Thursday and it doesn't get sent until a week later, you
know this person isn't as client-centered as he ought to be.
If the candidates you're reviewing are roughly equal in
other matters, this problem probably will -- and should --
determine which copy writer you'll hire. Thus, record what
you've asked the copy writers to do... and when they
actually do it. If you can't get good service when you're a
prospect, the chances you'll get it when you're a client
aren't good at all!
Too, you must pay close attention to what the copy writer
sends you, both in terms of sample marketing communications
and how he proposes to handle your job. As far as the
samples are concerned:
## what about the offer? Is there a good, strong, prominent
offer to induce immediate action? If the copy writer is
more a writer than a marketer, the sample you see may
have no offer whatsoever. But as all results-oriented
copy writers know, each marketing communication must have
an offer and that offer needs to sizzle.
## how about the benefits? What weakens the vast majority of
marketing communications is that they're "feature-heavy",
that is the copy concentrates on providing information
about the product or service... instead of what the
customer will get by using, experiencing, enjoying or
profiting from that product or service. Thus, you should
be looking for copy based on these four key words, "YOU
GET BENEFIT NOW," that is copy that excites the prospect
by piling one benefit on another until that prospect is
so excited by what the marketer has available he has to
take immediate action. Mere writers always focus on
features, and it is this concentration on features that
kills copy... and ultimately means that the marketer has
wasted his money. The compleate copy writer knows
better... and that's why you should be looking for
benefits.
## check out those testimonials. Good copy confirms benefits
by introducing results-oriented testimonials. Obviously,
the marketer has something to do with these testimonials.
The copy writer can't just make them up (though this
happens often enough). Testimonials need to confirm the
benefits that constitute the essential foundation of the
copy. That is, testimonials need to hammer home results
achieved, not just compliments about the product/service.
Of course, marketers like these compliments, but the
customers want to know, What can your product/service do
for me? What has it specifically achieved for others."
Good copy writers stud their copy with these kind of
results-oriented testimonials.
Further, you should take a look at:
## the outsides of envelopes and mailing pieces. Did the
copy writer work to draw you inside? If not, he doesn't
know his craft.
## how key words and phrases get highlighted. Says Dan,
"Good copy writers know some words are more compelling
and motivational than others. They use a series of
emphasizing devices to get this message to the
prospects."
## the paragraphing and spacing. The modern reader has an
ever-shorter attention span. The copy writer must know
and exploit this. Paragraphs need to be short... many
should begin with action verbs. In short, the total
emphasis in any marketing communication should be towards
motivating the prospect to take IMMEDIATE ACTION. If the
copy writer doesn't know how to do this, he's not the man
for you!
If the copy writer passes the management test by getting
back to you promptly and organizing his first connections
with you in a professional manner... and if he passes the
test for producing aggressive, motivational, client-centered
copy (many will not, of course), then it's time to review
the terms of business. Can the candidate handle your job
within the time you want? Checking with his references, do
you think he can get it done by your deadline? And, finally,
is his cost "reasonable"? Please note the quotation marks!
Unless you've used a professional copy writer before, you
may well have some unrealistic ideas about the price you
should pay. As Dan points out, many people approaching the
National Copywriting Center for the first time have the idea
that a professional should produce copy at the rate of your
unemployed cousin -- a bottle of bourbon and a few bucks
under the table. Anything more may well seem excessive...
especially if you've been writing your own marketing
communications for awhile.
Good copy writers know, however, that you're not going to be
using their copy just once... but may derive profit from it
for years to come. They know that what you write in a direct
mail package can also appear, in part, in ads, letters, post
cards and proposals. They know, in short, that they are not
just producing one thing but the basis for many things. Even
more important, they know that superior copy produces
superior results and that improving your results even 1% may
mean thousands of extra dollars in their pocket. And, not
unreasonably, they wish to be compensated for helping you
get richer.
Thus, while you must certainly have a budget figure in mind
when you approach a copy writer candidate, you must also be
willing to be flexible if you see a candidate who produces
motivating client-centered work, is professional in manner
and management, and makes a reasonable case about his fee.
In short, as Dan rightly points out, don't let your
ignorance about fees kill something which may very likely be
to your advantage.
Conclusion
----------
Having done your thorough review, you're now ready to select
your copy writer and help him get started producing your
superior marketing communications. Keep in mind that if
you've selected a truly client-centered marketer, he'll
press you to supply him with all sorts of information that
will help build the strongest possible case for what you're
selling. Help him. A copy writer is not god. He can't work
in a vacuum. The best are and should be team players who
will do everything they can to help you sell more of your
products and services as quickly as possible and rely on you
to help them do just that.
****************************
Dan McComas and the other copy writers of the National
Copywriting Center are just the kinds of professionals you
should be in touch with when you need any kind of marketing
communication. And for readers of this report, he offers a
free copy consultation. Call him at (301) 946-4284 and find
out how the personable and professional Dan can help you
beat a bum economy by producing the kinds of client-centered
marketing communications that get more people to respond
NOW.
*************************************************
Dr. Jeffrey Lant also knows a thing or two about
copywriting. Businesses of every kind worldwide use his
well-known book CASH COPY: HOW TO OFFER YOUR PRODUCTS AND
SERVICES SO YOUR PROSPECTS BUY THEM... NOW (480 pages,
$38.50 postpaid) to create client-centered marketing
communications. Thousands of others profit from his books NO
MORE COLD CALLS:THE COMPLETE GUIDE TO GENERATING -- AND
CLOSING -- ALL THE PROSPECTS YOU NEED TO BECOME A MULTI-
MILLIONAIRE BY SELLING YOUR SERVICE (600 pages, $39.50
postpaid) and HOW TO MAKE AT LEAST $100,000 EVERY YEAR AS A
SUCCESSFUL CONSULTANT IN YOUR OWN FIELD (315 pages, $39.50
postpaid). He also publishes the Sales & Marketing Success
Card Deck every 90 days. It goes to 100,000 card-deck
responsive business people and can help you sell more of
your products and services faster for the lowest rates in
the card-deck industry. For get these money-making resources
and a free year's subscription to his quarterly Sure-Fire
Business Success Catalog, contact ALA Publications, 50
Pollen St., Suite 507, Cambridge, MA 02138 or call with
MC/VISA (617) 547-6372.