Let me say this right up front: Copywriters are cool. They're special human beings who share a lot of common traits.

For instance, copywriters are artists. Do you paint? I do. Is photography your passion? Sandi, who writes copy for some of my products, does photography that is out of this world and she makes salable jewelery.

What about writing in general? So many of my copywriters do other kinds of writing... novels, books, journaling. Artistry is everywhere in the copywriting kingdom! We are also big time BAD information junkies.

But a negative trait I frequently find in both new and seasoned copywriters is the "misplaced ego."

Misplaced Ego Syndrome is alive and well in the copywriting community. I see it all the time and hear about it quite often.

This is where a copywriter puffs up and swaggers around to display his (or her) superiority, and supposed advanced talent and knowledge.

There's a LOT of this going on in the "old boy" network of the copywriting world, as anyone would tell you who spent the money and time going to "guru" events.

One of my most memorable moments with an Ego Crime was about six years ago at an AWAI event where I was a speaker. One of the other speakers targeted me and was hell bent on one-upping.

He's not really a dyed-in-the-wool copywriter but known more as a book writer. Yet he spent three days trying to find ways to discredit my copywriting edits for the sales letter of a past student. I was humiliated... for him.

Over the years I've seen LOTS of Ego Crimes. But the reason I'm finally talking about them in my blog is that an Ego Crime recently hit too close to home.

You see, one of my students has followed my program faithfully to create a unique niche and perfect marketing.

This last month she attended an event where a newbie copywriter is being held up as a breakthrough success. But when she showed him her sales letter, he nearly destroyed her career.

Careless words lead to invisible disasters

This celebrity copywriter does not know this, but his over-the-top negative comments set in motion a devastating cascade of emotions for my student.

After he held up his perceived errors of her sales letter, her confidence plummeted and she became ready to throw in the towel on a year's worth of work in a proven niche market.

Fortunately my student is also part of my Coffee Klatch group, an intimate group reserved for graduates of my Get Great Clients program.

And while I lay in a hospital bed recuperating from a planned surgery during all of this, other Coffee Klatch members swooped in to analyze her letter, offer comments, and most of all, save her from a terrible, terrible mistake. Bless them!

The copywriter who gave a "once over" to my student's letter knows nothing of her target market.

He sees only one piece of writing. I doubt very much that he saw the thousands of dollar and many months my student devoted to building out a full marketing machine.

"Too much hype and ego"...

That's one of the responses to my recent Get Great Clients Reader Survey, where I asked the question, "What irks you most about the coaches and teachers available to you on the Internet?"

Another response was: "They often don't really care about your success, they just care about delivering the product and taking the money. They don't care if you succeed or not."

And this: "...they treat every person they coach as a number and not as an individual, they don't care enough. Watch 'Jerry MacGuire.'

"In the end the guy that really cares is the envy of all the other football players who thought they liked their agents but now realize they were just pretending to care, for the $$$. Be more like Jerry."

And one more: "Most just want to up-sell me into their next level of coaching. Most really don't care about the people."

So this bog post has two points to make:

1. If you're an advisor, coach or teacher, get your damned ego out of the way. It's really ok to say, "I don't know," or "I'll get back to you on that."

In fact, the person standing before you will thank you for your candor and honesty — especially since flippant bad advice in the copywriting world can destroy a promising career.

Be sure to offer as much (deserved) praise as possible, to balance out the criticisms and corrections. This is ego talking, and my students tell me all the time about coaches who repeatedly tore them down while never building them up.

And if you're in it just for the money,  GET  OUT  NOW.

2. If you're a student, watch for signs of overt egotism that serves no purpose but to build up the teacher, and an over abundance of self-interest.

Most common: An "I know it all" attitude; an unwillingness to "go over time" when necessary, and insincerity. A good coach cares about her students and puts integrity at the core of every relationship.

Find out if the coach offers positive encouragement or if the coach is mostly negative. If you're thinking of going with a coach, don't hesitate to get in touch with past students.

Find out if your new teacher is real, or an "impostor." A coach that's been around for a while will have built a reputation, and that's valuable information you can tap into.

Most of all, a good teacher becomes PERSONALLY invested in your success.

See if you can find that trait in your coach. If it's there, you'll have a much better chance at a successful relationship — and a successful outcome!

Do you live in a city that's large enough to offer potential clients?

If so, go after them! It's far easier to close a potential client when you're sitting right across from them. This was one of the strategies I employed in my second freelance career and it got me two local clients who gave me loads of work for years.

Here are 20 tips to successful face-to-face selling:

#1. Understand that face-to-face selling is the most powerful selling there is, and the more you do it, the faster your success as a freelancer.

#2. Email and leave a phone call as a reminder that you will be there at the appointed time. Also leave your office and cell numbers.

#3. Don't be late! Give yourself plenty of time to get there so you can deal with traffic, a lack of parking spaces, and everything else that tries to throw you off track.

#4. Be sure of your directions. Use a GPS if you can. MapQuest and other online maps can be vague or less than accurate. I even get new maps from AAA before hitting the road.

#5. Check your teeth before you go into your meeting. You'll be glad you did.

#6. Have business cards on hand. Sounds obvious, but if you don't, you lose credibility and look unprepared.

#7. Bring a leave-behind. An envelope with your bio, case studies, and a sample of your work, plus business card.

#8. Know the name and title of your contact! And their gender.

#9. Be prepared to tell a story about your work, especially a sample. Clients love to hear stories about your samples.

#10. You can paste your samples to large presentation boards for dramatic effect. That's what I did.

Here you can see one of my presentation board samples for a classic package for Tektronix... OE on the front, the rest of the package on the back.

#11. Allow time for chitchat and a brief introduction, but then get right to the point. Your prospective client is busy and so are you.

#12. Stay only for the agreed-to time. For instance, if you asked for 20 minutes, then leave in 20 minutes.

#13. Leave more than one business card so your prospect can share with others in the office.

#14. Be sure to thank your prospect for their time when you are leaving.

#15. As soon as you arrive home, send a thank you email that also reminds of the benefits of working with you.

#16. Consider also sending a handwritten thank you note by snail mail. I know a Realtor® who grew a million dollar business using just this one tactic! Be real.

#17. Dress up, not down. Even if you're a creative and can get by with jeans and a nose ring, you'll go a lot farther if you match the client's professionalism.

#18. Check your fingernails and toenails. Gross? Or classy?

#19. Use your Value Proposition. Don't have one? Then consider coaching with me, or taking my Get Great Clients Home Study Course at:
http://www.getgreatclients.com/mmm/index.html

#20. Ask for work and then shut up. The ball is in their court. If you babble on, they won't have to answer.

#21. BONUS - Be a good listener. It will serve you well and keep the jitters at bay. If you talk out of nervousness, or talk over the top of what the client has to say, you're adios... your whole investment in time and money will be a waste.

As always, check out my coaching program for copywriters and other savvy marketers if you need help targeting clients who will value you and who can pay the appropriate fee for your valuable services:
http://www.thecopywriterscoach.com

Who knows what it is... but something's in the air. In the last month or two I've had an inordinate amount of freelancers tell me they've suffered some pretty intense insults from clients and potential clients. Maybe it had something to do with tax time... after all, about a month ago I was pretty cranky too!

I'm going to share these short stories with you because they're instructive. And if you haven't already found yourself in one or more of these sticky situations, you'll be there sooner or later... and glad you read this newsletter!

Sticky Situation #1:
One of my colleagues, "Rose," a health copywriter, reported that her longtime client surprised her with an unusually hard negotiation for home page copy. This client had been a loyal client for years. Perplexed, she decided to come down on price, but not to the exact price the client wanted. To her shock, the client walked and went with a competitor... all to save $75.

After mulling it over, Rose emailed the client, and this is what she said (names changed to respect privacy)...

"Thanks for your response, Eric. I've been think about this. My base rate is $125.00 an hour. It's been that rate for years (no increase.) This is a mid-range for copywriters. I estimated 5 to six hours for your job.

"If I did it for $500 that would mean I'm working for $96.15 an hour. That's less than when I first started in this business. There are copywriters who write for that (you can find them on job boards, Linked In, Twitter, etc.).

"I know John is always trying to save money, and that's a good thing. It's important, but not at the expense of someone else's income. I wouldn't expect you to sell me Joint Rebuild for $9.99  with free shipping.

"The other alternative would be to spend 4 hours on it and send an invoice. You won't get quality work that way, and I'd never present myself that way.

"I think the world of you Eric, and appreciate your thinking of me. But, I can't afford to work for what your budget is. The only time I've ever done much bargaining over price was when I lived in Thailand. I was willing to split the difference because it's you asking. I don't do it for anyone else."

Rose's email must have hit a nerve because Eric quickly wrote back that the next job was hers. Then she got a new lead from a potential client who wanted references. She emailed Eric and asked him to be a reference. He said "No problem Rose... I would be happy to."

So what's the lesson here? Most freelancers would be disappointed in a client's choice to go with someone else over such a small savings, and after a price reduction on top of it. They would feel hurt and consider the client "gone."

But Rose decided to confront the situation, and used logic to her benfit. By doing so, she shone light on the foolishness of severing a long-term relationship over a few bucks. And by asking Eric to be a reference, he will be in the position of affirming Rose's worth. This is great selling on Rose's part. I predict that Eric will hire Rose for the next copywriting job and that all will be restored to good health.

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Social media and copywriting really go hand-in-hand.  If you want to supercharge your copywriting career by offering the most sought-after skills that small-business marketers are demanding today, check out this course:
http://bit.ly/MPBj4
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Sticky Situation #2:
In another negotiation, a potential new client did everything he could to diminish my student. He wanted her to come down in price. He wanted to know how fast she works to make sure he gets the most for his money. And the last straw was that he changed all the terms in her Fee Agreement and even wrote in copy that would make her liable in the event of a lawsuit!

(Her standard copy says she is not liable and that should a dispute arise, it would be settled in a court of law on her turf; he changed the copy to read that she would be liable should a lawsuit ensue and that should it, she would have to travel to a court of law on his turf.)

To add insult to injury,  he also misspelled her name in 16 place (which — ha ha — might have kept her out of a lawsuit?).

Very upset, she came to me for advice. And I said "Meg, you don't really need this business do you?" And she said "No,  not really." And I said "Then this is a perfect time to learn another valuable lesson about how to deal with clients. Walk away. You don't need a client like this." And so she did. She wrote the client that with all of the insults he had hurled at her that she was withdrawing the Fee Agreement and did not want to work with him.

Well, even I was surprised at what happened next. The client blamed his legal department and backtracked faster that a Michael Jackson moonwalk. Today he is one of Meg's best clients. I thought Meg's response would simply kill the deal and save her boatloads of anguish.

Lesson learned? Be willing to walk away from a bad deal. Also realize that good clients are oftentimes made — by you.

Sticky Situation #3:
I received this email just last week,  from a new student whom I'll call "Teresa". I'll let her tell her story in her own words since the email is still sitting in my inbox...

"I obtained a client who wanted me to re-do the copy on her website but was very, very particular about how she wanted it to sound., i.e. not too salesy or hyped up. I spent hours and hours poring over her materials, a lunch meeting and a meeting at her company before even beginning the copy. The material was complicated and again she was very particular about the 'writing style' but I was up for the challenge.

"In the meantime she had advised me that she had also hired another copywriter with a very different approach than mine to come up with another version of the copy. I began writing the home page and finished it. She said she 'loved it' and would get back to me with other directions on how to proceed after she worked with her web designer, etc. Six weeks passed before she got back to me due to delays, business trips, etc. I had only charged her the first half ( 50% of my substantial fee).

 "I  become so irritated that I called her cell phone (again) and was finally able to reach her. She advised me that most of the copy had been done by the other CW and that they would be 'dovetailing' my copy with hers. An idea that made my skin stand straight out. When I reviewed the copy it was radically different than anything I had written and infused with massive amounts of data I had not been given since my project was to be on a per page basis. She was unclear as to the direction of the project so I could not proceed until she gave me the OK.

 "The client then advised me that she was going to use the other CW’s copy and that she would use the rest of my first 50% on maybe a sales letter or other marketing piece. I was stunned and felt like I had been thrown a very hard KO punch to the gut. I really didn’t know how to handle this and told her I would be glad to dismiss the 2nd half of the 50% payment and provide some other sales material for the 1st half 50%!

 "I’m not sure where this project went wrong but I think after viewing the other CW’s work I wanted to fire this client and move on even if it meant not getting paid the rest of my fee. My contract is very clear but I think some of the takeaway messages here are to:

#1.    Be crystal clear that there is a timeline for this project ( I have now included that in my contract)
#2.    Do not accept a project if there is another copywriter also working on the same materials
#3.    Never back down on your stated contract or fees — a signed agreement is a signed agreement
#4.    Do not let the client control the copywriter or flow of the project
#5.    Do not work with a client who is massively confused about the direction of the project."

WHEW! Lotsa lessons here! One of the most important documents a copywriter has is the Creative Brief. This forces the client to get it all down on paper so there is clear direction for the project. That would have taken care of #5.

My coaching program also supplies a very strong Fee Agreement. It protects the copywriter from many common problems, including #1 and #3.

Do not let the client control the copywriter or flow of the project (#4) is something you have to learn. You should always take control of the project. If you don't the client will. (But they don't really want to.)

And #2 - Do not accept a project if there is another copywriter also working on the same materials - is a new one for me. But there could have only been trouble in this case.

So if you find that more than one copywriter is working on the same project, get more information in order to protect yourself. I have worked on projects in the past when clients have "pitted me" against others. But at least I knew they were keeping the integrity of my work. My work was mine, and it would be tested against others' work. It would not "dovetail' with mine.

And finally, Teresa should not offer to "write something else" for the 50% fee she did get. She wrote it already. The right thing is to cut that project off at its knees and start over with this client (if possible). A good Creative Brief for the next job, and a stronger Fee Agreement could turn a frustrating client into a client worth staying with.

A FREE and Simple Way to Improve I.Q.
How would you like Calesthenics for the Cranium? This report from CBS News isn't today's hottest news, but I was intrigued and the credibility is high. According to an L.A.-based M.D.,"Super Brain Yoga" is a fast, simple drug-free method for increasing mental energy and intelligence.

In fact, this report says a simple move that combines yoga and acupuncture points — an exercise that takes only five minutes per day — can actually make you smarter. (Plus it improves memory loss!) I've been doing this myself, right after my morning ab crunches. Check out the amazing proof here:
http://www.youtube.com/watch?v=KSwhpF9iJSs

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First Time Price Reduction for Leading Resource for Health Marketers...

Speaking of lawsuits, marketers and copywriters need to be aware of what they can and cannot legally say about a health product or service.

 Pam Magnuson's book, What to Say When You Can't Say Anything, is the leading resource on the market for copywriting that keeps you and your client out of trouble with the FDA and the FTC.

She recently repackaged the book to bring the cost down... and the savings is being passed on to you! So if you want to save $50 off the old price of $247, now's the time to buy!

Not only can you now add this "must have" resource to your library, but you can also make three easy payments of just $65.66. I highly recommend it, and so does copywriting guru Bob  Bly, who say: "An essential tool for health marketers -- no one who writes direct response copy to sell dietary supplements should be without it." So visit this link to get the goods:
http://bit.ly/9mZwFh
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How to Save Money on Printer Ink
Boy... I could make a million on this tip, as it is my own very personal serendipitous discovery.

Are you ready? Here's my amazing money-saving tip of the year:

DON'T throw away, recycle, or turn back in your printer ink cartridges. They're not empty! I've had five "empty" HP cartridges sitting on my desk for months, waiting to go back to Office Depot or Staples.

One day I run out of ink and I have no new cartridges. So out of desperation I reinstall an "empty" cartridge. It dumps ink onto my paper for at least a month. Then it dries out.

Ok, so then I move on to "empty" cartridge #2. Same deal. It hurls ink as though it were brand new. Bottom line: I have "scraped the bottom of the barrel" on five empty cartridges for five months before I truly ran out of ink. Do you know how much money this has saved me? Probably around $250! And over the course of a year, that could double.

So when your ink cartridge "runs out," let it sit for a while and then reinstall. See if you get the results I've been getting consistently on FIVE empty ink cartridges.

Congratulations to Past Student Randy Berry
Randy is now a first time author! You picked a great topic Randy — interviews with 50 video marketing pioneers. In reading your blog content,  this book looks like a winner. You should be able to sell a lot of these! Readers, check out Randy's new book:
http://videomarketers.50interviews.com/

Pick one:

A. Your website
B: Your business card
C. Your ezine
D. Your charming personality
E. Your offer

The answer?

Find it in the article below...

So... what 's the magic bullet for converting leads to clients?

A little background might help you retain this important information.  

As an "old timer" I can tell you that 20 years ago marketing was relatively simple, although we didn't know it then, ha ha! (Joke's on us.)

We had direct mail, TV, radio, print, telemarketing, outdoor advertising, P/R and not much else of note.

Most campaigns were direct mail with a little supporting print ad work, and if the client could afford it, telemarketing follow-up.

But the Internet ushered in the age of "channel fragmentation." In other words, too much stuff to pick from. Websites. Email. Banner ads. Pay-per-click. Social media. Video. And much more... all in addition to traditional offline media.

As a marketer or marketing consultant, it can be overwhelming to chart a course that's right for your business.

Should you spend a lot of time with article marketing? Or is direct mail a smarter choice? What's your "media mix" — those five key marketing channels that will bring you the biggest bang for your time and your buck?

Or can you get by with focusing on just one channel? I once knew a non-profit copywriter who, whenever she needed work, emailed all her colleagues in an association she belonged to.

That's all she did to consistently drum up business! Your ideal media mix really depends on what works best for your target market... and what works best for you.

So... what's your strongest tool for turning prospects into clients, in today's Internet-driven world?

The answer to the Quick Quiz above is "C" — your ezine!

Even with all the noise going on in today's marketing environment, one tool reigns supreme for converting leads into clients. And that's the email newsletter, or ezine.

A lot of freelancers I coach beg me, "Please, I have enough to do. Don't make me do a monthly newsletter!"

But I crack the whip. That's because across all levels of business — from the small fry to the monolith — the ezine has proven to be most valuable when it comes to converting leads.

Consider this: almost all service businesses must generate leads. But prospects are often unwilling to offer their information unless they're ready to be followed up on.

Most know that sharing their information is an indicator that they're a qualified prospect. And that's how it's supposed to work. Everyone is playing the role that's right for them, at the right time for them.

So in your marketing (if you're doing it right), you'll get a trickle of qualified leads, but many more will leave your website never to return simply because they're not yet ready for one-on-one contact from you.

(Check your web logs today... you may be shocked at how many people came and then left!)

This is what your ezine is for. To capture those names who would vanish into thin air had had you not put out your butterfly net.

For prospects who are interested in you — but not ready for engagement — your ezine offers a safe way to get to know you and get a sense for the value you'd provide if they took the next  step.

In truth, you'll have individuals on your list who will never become clients. That's ok. They'll become evangelists (or perhaps buyers of your info products).

But statistics consistently prove — year in and year out — that of all online media, the ezine is your strongest tool for converting a prospect into a client.

A marketing strategy you'll want to start working on now

Are you in social media? LinkedIn? Facebook? On Twitter? If you have a following, resolve now to put a strategy into place that will move your connections and friends from social media onto your ezine list.

Social media is powerful but not nearly as powerful as your ezine for nurturing and cultivating clients. You'll convert far more clients by bringing them closer to you, via your ezine.

A final point about today's technology...

Not long ago I moved from a pure-play ezine (delivered by Constant Contact) to a "Blog Letter." The reason I did this is because now my ezine content is published in an HTML format that search engines can crawl.

I got rid of my expensive email service provider, saving nearly $600 per year. By publishing my ezine content into my blog, I can create an archive of content that not only services my readers, but builds my online presence.

Bottom line: Your first job in marketing is to generate leads, whether hot, warm or cold. Your second job is to get as many prospects to sign up for your ezine (or blog letter) as you can. Because your richest source of new clients won't come from social media or any other channel. They'll come from your list.

So resolve now to create marketing strategies that funnel to your list. There is simply NOTHING more powerful than having a healthy list of subscribers interested in what you have to say!

To learn how to most effectively generate leads and build your ezine (or blog letter) list, check out my acclaimed self-marketing course for copywriters.

You can master list-building and lead-generation in this powerful, proven, and comprehensive program that stands alone for the successful copywriters and marketers it has produced:

http://www.thecopywriterscoach.com

I Need Your Help! Annual Survey Opens on Friday...

This year's Get Great Clients Subscriber Survey is coming soon. Please participate! It will help me help you. There's only so much time in a year, and I want to plan events and learning that meet your criteria and that will get you the RESULTS you seek. Thanks in advance!

Looking for Copywriting Work? Two Opportunities for You to Follow Up On...

***Copywriter Needed***

If you stay up at night, you’ve probably seen our infomercials (which have been running non-stop for the past 9 years).

If you’re on opportunity-seeker lists, odds are you’ve read our direct mail promos (we’ve mailed nearly 40 million pieces in the past 5 years).

We’re the Dalbey Education Institute (http://www.DalbeyEducation.com), one of the largest direct marketers in the nation.

We’re now expanding and need some extra fire-power. That’s where you come in…

We need a confident, smart, hard-working and fiercely independent copywriter to join us. If you live and breathe Caples, Collier, Hopkins… study and practice Halbert, Kennedy and Carlton… have the spirit of Schwartz flowing through your veins and bursting out your fingertips… if you’re an ace “Sales person in Print”... if you can capture a reader’s attention so they take immediate action... this can be the greatest writing and marketing opportunity you’ll ever have. If I just described you, then keep on reading, because we need someone to…

...write response-driven copy for both front-end acquisition and back-end promotions, including e-mails, Newsletters, Landing Pages, Shopping Cart Pages, Direct Mail, Telemarketing Scripts, Infomercial Scripts and pretty much every other media you can imagine as well as develop creative concepts and strategies for our existing products and services.

You’ll have lots of freedom to try new concepts, formats, and whatever else your creative mind can come up with. Bottom Line: if you create controls, you’ll be hailed a marketing genius and will be well rewarded.

I don’t care how many years experience you have… where (or if) you went to school or how padded your resume is. Only one thing matters here… results.

Here’s what you need to do next. First, let me tell you what not to do. Do not send a resume. It won’t get read. Instead, e-mail a letter (as a Word or PDF attachment) and tell me why you’re the ideal copywriter for us. Write it like you would a direct mail promotion because, essentially, you’re selling yourself to us.

Also please send attachments or links to your work, as well as response rates of your promotions, glowing testimonials from past clients and employers bragging about how you increased their bottom line, and anything else you think will tip the scales in your favor.

Please put “Copywriter” plus your first and last name in the subject line. Just like you, I get hundreds of emails a day, so if you don’t put Copywriter in the subject line, odds are I’ll never see your email.

Email your stuff to: Cespinosa@DalbeyEducation.com

***SEO Consultant/independent Contractor Needed for Online Publishing & Marketing, LLC***

Successful ebook publisher seeks experienced SEO/organic search manager with proven track record. The person we seek will be an independent contractor working from his/her home or office with the other members of our “virtual team” scattered across the United States.

Our efforts to date have focused on sending emails to opted-in consumer lists in our market. Now we want to develop our website and make it #1 in organic search among consumers searching on keywords such as “alternative cancer treatments”, “natural cancer treatments” and so forth.

We have a strong catalog of special reports and books in this field as well as a weekly newsletter (with back issues archived on our site), and the potential to create a content-rich site for people seeking information about cancer alternatives. As the leader of our organic search effort, the new person will help us design and develop this website and optimize it to rise in the search engine rankings.

Compensation is negotiable. We’re prepared to do whatever it takes to reach #1 in our niche market. The applicant will be asked to submit a plan and a budget to reach our goal during the set-up phase and for the long term.

Please send your resume, work history and client case studies to Anne Caballero at anne@johnfinn.com.

Last week I did some consulting with a copywriter who has a niche that's not the easiest to get started in, but is probably the biggest niche in the world. She targets marketers who sell to moms.

Our work focused on finding the quickest ways to get the attention of her target. Since her niche is not vertical — it's huge and amorphous — there are relatively few ways to regularly "hang out" with her targets at organized events or associations.

One of our solutions was to get her in front of her audience via published articles. Research didn't reveal any marketing-oriented publications for "mom" marketers, so that means she'll need to rely on marketing mags that are broader in scope.

That led me to share with her the top industry magazines where she might get published. And then I decided to go deeper and find the links, to share with you!

Here are FIVE broad-reach marketing magazines (hard copy) that you should be receiving for FREE if you're a copywriter or other marketing title.

You can write articles and get exposure worth countless thousands of dollars (I have). If you're really good (and you are!), you might even get yourself set up as a regular columnist.

Here's the list, and honestly, it's not just about getting exposure. Over 20+ years, some of these trade mags are responsible for a portion of my direct response knowledge. Not to mention that they'll keep you abreast of what's going on in the industry!

Take the time to request your FREE subscriptions today. You'll thank me for it each and every month from now on!

DM News - This is the industry's most important trade mag. And it offers lots of opportunities for consultants to get published. This is one where you can shoot for getting a regular column.

It has a weekly circulation of 50,300. Look for other article publishing opportunities in its special supplements, daily and weekly online newsletters, webcasts, podcasts, website, and blog. FREE signup here:
https://subscribe.haymarketmedia.com/dmn/?form=new

BtoB - As the name implies, there's a focus on the B2B side of marketing. The magazine calls itself "The Magazine for Marketing Strategists."

As with DM News, BtoB has a column for reader comments. This is an extra opportunity for FREE and fabulous exposure! It's often overlooked, but if you have something to share or an opinion pertinent to a previous article... send an email to the editor!

Like most magazines, look for other publishing opportunities under their umbrella, such as online newsletters. Circulation 45,000. FREE signup:
http://techxtra.tradepub.com/free/btb/prgm.cgi

Target Marketing Magazine - Tagline "Strategies and Solutions for Profitable Direct Marketing." I can't remember her name right off but one copywriter has had a regular column in TM as long as I can remember.

(Check out their other pubs — online Target Marketing Tipline, and Inside Direct Mail Weekly — too.) Circulation is 42,600, of which 84% are top decision-makers. FREE signup for U.S. residents:
http://sub.targetmarketingmag.com/A1/?PMC=WEB09&PUB=TK

Internet Retailer - IR focuses on e-commerce, web design, and search marketing for the e-retail trade. The monthly magazine reaches 44,800 — and again — don't forget to check out the opportunities in other IR publications. For instance, the IR Newslink Daily Newsletter reports a circulation of 38,000! FREE Signup:
https://www.cambeywest.com/subscribe/subscribe.aspx?p=irm&form=new

Deliver® - A relatively new bi-monthly publication that's published by the U.S. Postal Service, that offers great case studies on direct mail marketing.

I doubt if it offers much in the way of P/R opportunity, but I had to include it because it's very well done and a great resource for copywriters hungry for education. I can't get the circulation figures but they really don't matter if you're in it just for the info. Signup for FREE:
https://www.deliversubscribe.com/Deliver_SubscribeInput.asp?id=21300326

last Wednesday I hosted the teleseminar
100 Days to Your Greatest Success!

It was fantastic, and I recorded it. If you're
the type to set goals, then you'll want to take
45 minute to listen to Gary Ryan Blair,
The Goals Guy™.

This guy doesn't come cheap, and it was only
because he's my coach that I was able to secure
him for a teleseminar designed just for you!

Gary's been helping organizations and TV
shows for 20 years — orgs like NASA,
IBM, Starbucks, and even consults for
the TV show, The Biggest Loser.

So who better to listen to when it comes
to setting and achieving goals???

I hope you take the time to listen to this
invigorating mp3, which will really get you
thinking... and hopefully, taking action:

http://getgreatclients.com/_literature_48635
/Gary_Ryan_Blair_100_Day_Challenge

Then consider joining myself and thousands
of others as we take advantage of Gary's
life-changing program, the 100 Day Challenge!

Click the link below to watch the 100 Day Challenge
Start Fast Video. Then learn more about the
100 Day Challenge where it says "Click here to
join":

http://getgreatclients.com

Here's something cool: One of my colleagues,
Karen K., asked me to see if she and I can start
at the same time so we can go through the
100 Day Challenge neck-in-neck together.

So I asked Gary if he'd "reset the clock" for
us, to start today, the 31st, and he said yes!

So if you join today, you can start with myself
and Karen and we can be part of a group
traveling this journey together!

What fun, being able to communicate in the
100 Day Challenge Forum and add the
power of the buddy system to achieving some
really important business and personal goals!

What are YOUR goals for 2010? One of mine is
to MASTER the art and science of self-hypnosis.
And I'll surely do it in the next 100 days.

How are you with your time-management?

I can promise you you'll come out the other end
of this thing challenge with the one single most
important thing you can improve on in business
and that is time-management, and smarter time-
choices.

Gary will be asking, "What is the highest and best
use of your time? Are you spending 80 percent
of your time doing the work of someone who
would do it for $10/hr?"

Gary will ask, "When does your mind work best?"

It works best when you have a CLEAR picture of
what it is that you want. Not, "I want to lose weight,"
but "I want to lose 20 pounds by March 31, and that
means I need to lose 1.67 pounds per week, starting
this week." And then picture yourself at that weight...
using the power of your mind, just like the Gold Medal
Winners.

Your goals need to be...

1. Visual - you need a future picture
2. Specific
3. Measurable
4. Time bound (you have a deadline!)
5. There needs to be a proper sequence

Gary grew his business 312% last year using what
he knows, that he is sharing with us.

And before I go, I'd like to share his acronym
for FOCUS... which has helped me
in my work with Gary in 2009. FOCUS stands for
Follow One Course Until Successful.

Gary once said, "Scratch anyone successful and
you'll find someone seriously committed
to a select few, very clearly defined goals." I
printed that statement and it is taped down
to my desk, right in front of my computer
where I see it every day.

Gary's helped me in 2009... why not join me and
others in our group and have lots of
fun achieving big goals together over the next
100 days!

Join the Challenge today!

http://getgreatclients.com

If you haven't yet signed up for the
Jan. 27, 2010 Teleseminar
'100 Days to Your Greatest Success'
visit:
http://getgreatclients.com/BookingRetrieve.aspx?ID=66816

To get the most out of this upcoming
FREE 1-hour Teleseminar,
read the following guest article by The Goals Guy™:

The purpose of setting a goal must be to achieve it, as there is no purer form of success, no more exact and exacting test of what you are capable of, than to achieve a desirable outcome. A quality life is an example of what can be accomplished when thoughtful attention, goal setting and purposeful action come together without compromise.

The thing that makes goal setting both exciting and important are the results achieved because of it. But, the ultimate reason for setting goals is to entice you to become the person it takes to achieve them, for what you become, you’ll soon find is so much more important than the goal itself.

The definition of success is quite different for each individual. Yet, the fundamentals for achieving a goal will forever remain the same. It begins with decisiveness, proceeds to focus, advances to action, persistence, follow through and eventually victory. There is no other way.

Scratch anyone successful and you’ll find someone seriously committed to a select few, very clearly defined goals. All too often and quite easily life flounders on a sea of luck and opportunity. Goal setting takes your life and gives it direction.

Goal setting helps you to determine:

• What
• Why
• Where
• When,

These are questions that only one person can answer. You!

If time is money, then goal setting is invaluable, for goals keep you focused, on time, and on schedule. You are responsible for your own success. You either work hard for what you want or you don’t; therefore if you want to be successful in any endeavor take complete ownership of the process, which begins with goal setting.

 A life without direction is as foolish as going to sea without a compass. A ship with a broken rudder may maintain a full head of steam, but never reach a port, unless by accident. And if it does find a port, its cargo may not be suited to the people, climate or culture. You life, much like a ship must be directed to a definite destination for which your cargo of core skills and aspirations are best suited. If you want to succeed, you must not drift aimlessly.

It is out of vogue to speak of goal setting but there is nothing more fashionable than success, which owes its very life to goals.

Success requires that you pass the test before the learning the lesson. It requires patience to create anything of lasting value; it requires hard choices, complete commitment and total focus.

Success wants you to pursue you goals with great devotion and passion and says no to you when you are unprepared to appreciate it.

Success demands dedication, discipline, hard work, and courage. It requires your utmost attention and will not allow itself to be taken for granted. Success must be earned, deserved, respected and appreciated. Success plays by specific, non-negotiable rules, it will always require that goals be clearly identified, plans in place and action consistently enforced.

The basics of goal setting and results orientation are simple. If you want to get better outcomes, you must prioritize every action and activity you undertake, you must compartmentalize everything you do in order to remain focused on the goal at hand, and you must maximize your time and energy to capture the goal.

No one has the market cornered on success – it’s unlimited as to what you can be, do and have. You must learn the fundamentals of goal setting and be willing to invest a lifetime of discipline to continually enforce those fundamentals. Like any other good habit, you must do a few things and repeat them consistently and it will stay with you for life.

Most people have no training on how to successfully set and achieve a goal and try various strategies and finally acquire some knowledge through the bitter pill of experience. This is like learning to drive by having a series of accidents. Keep this in mind, if you do not profit from your mistakes, someone else will!

Your mind while blessed with permanent memory is cursed with lousy recall. Written goals are catalysts, transforming agents for success and achievement, they must be written as those kept only in your mind have an uncanny way of remaining figments of your imagination.

From eureka to achievement, the evolution of a goal begins in the mind and immediately takes shape when pen is put to paper. The goal progresses from thought to sketch, from sketch to action, and finally from action to achievement in real time. The achievement of a goal is an exemplary tale of power, purpose, and potential.

A goal is more than a thought in your head. It’s a profound message about who you are and what you are capable of.

To enjoy the fruits of victory begin by visualizing your goal and continue with that image until completion. If you first go there in your thoughts then your body will soon follow.  I assure you, every Astronaut walks on the moon thousands of times in their mind before their feet ever touch the surface of the moon.

Embrace a small, select list of goals that gratify your passion and which beg for your attention. The ones that say come and get me. But, remember that no goal is complete until it’s entirely finished. Halfway doesn’t count, nor do good intentions or high hopes. For a goal to be achieved it must be saturated with personal integrity and ample doses of follow through.

Success begets success, and it also begets a strong desire to continually seek new adventures. A goal achieved is a mark of personal growth and mastery. It means that you have accomplished what you set out to do, that you have grown in ability and ambition and that you are now prepared to take on new challenges.

Will goal-setting ever become non-essential? If history is any judge the answer is a resounding no. Goal setting is not just a right it’s a responsibility. Goal setting is a responsibility that matters, in that everything counts!

___________________________________________________

Gary Ryan Blair is President of The Goals Guy. A visionary and gifted conceptual thinker, Gary is highly regarded as a speaker, consultant, strategic planner, and coach to leading companies throughout the globe. He helps business owners, corporate executives and sales professionals manage their time, set their priorities, and stay focused so they can achieve their goals, grow their business, and sustain a lasting competitive advantage.

To learn more, visit The Goals Guy at www.GoalsGuy.com as well as www.gotgoals.com

Now is the best time to land new clients and here's why...

January, February, March and April are HOT months for landing new clients if you're in marketing or the world of business-to-business.

Marketing departments have their new budgets for the year, the holidays are past and goals are set, and marketers are anxious to meet them. 

A more than cursory reading of marketing trade mags points to optimism for 2010. In fact, there is agreement that marketing budgets are up for 2010. Want to see the stats for yourself?

Although this is from November 2009, BtoB offers the best statistical survey on the outlook for 2010, with the cheery front-page article headline, "2010 Outlook Survey shows marketing budgets to grow." In fact, almost 40 percent of marketers are upping their budgets!

Other news from both DM News and BtoB is that hiring is up for high-level marketing positions, always a strong indicator of better times to come.

And for those of you who completed the MARLOW Marketing Method™ for Copywriters — where you learned advanced lead-generation — you'll be thrilled to know that according to this survey, the top goal of B2B marketers in 2010 is client acquisition (61 percent). You are ideally equipped to help these marketers go after more suspects, prospects, and clients!

And while my end-of-year reading revealed plenty of cautious optimism, (e.g., "With the economy beginning to pull out of the deepest downturn in generations..." — Internet Retailer), this month's DM News was like a breath of fresh air!

The January issue reports that Pepsi abandoned Super Bowl advertising in favor of direct marketing (this is momentous in the history of direct marketing, a major brand like this abandoning the Super Bowl!).

Top trends are showing an increase in marketing to international markets (and higher open rates for direct mail overseas).

Mobile marketing is fully here as a marketing medium (after years on the back burner).

And with all of this digital information floating around, marketers are able to target more robustly than ever. (And yes, the FTC is watching!)

Here are more marketing highlights for 2010: 
http://www.dmnews.com/editors-choice-2010/section/1369/

So, my friend... do you want more clients? Do you want your first client? Then it's time to get on the horn...

I teach my students how to do prospect mailings and then follow up on the phone. Lately I've been doing lots of role-playing. Later this month we'll role-play follow-up-call scripts in my Coffee Klatch coaching program, which is exclusive to MARLOW Marketing Method™ for Copywriters graduates.

But in February, my esteemed colleague Pam Magnuson and I will conduct an intensive workshop on how to land clients using proven follow-up phone call tactics. Be sure to watch for the email with details!

In the meantime, here are some tips I can share from the work I've done with students this week:

• Keep your script short. Try to limit it to four or five bullet points on a 3 x 5 card.

• Remind your prospect of your benefit, e.g., that you can help her increase her marketing ROI.

• Do not be overly thankful or subservient. You've done the hard work of targeting correctly. (In reality, they should be thanking you for doing the work that it took to make a relevant and potentially valuable connection!)

• Do not engage in long conversation unless it pertains to an actual job, otherwise you'll look like you have lots of free time and the potential client will assume you're not good enough to be busy.

• Stand up when you make your calls. You'll be amazed at how much more confident you sound!

• Have the potential client's website up so you can feel connected if you should get him on the line. It's also very handy for coming up with connecting words on the fly. I was once able to use the phrase "enterprise-level" judiciously in a conversation, since it was prominent on the website of the prospect I was speaking to.

• Have three scripts: one for voice mail (leave your phone number twice and speak slowly when you do); one for the gatekeeper (a powerful person you want to become friends with!); and one for the actual contact.

• Keep meticulous records of your contacts and call back when you say you will.

• Make personal notes and reference them when appropriate (e.g., "So how was that trip to Lausanne?"). Your prospect will be very impressed by the fact that you care enough to "remember" details.

• Don't follow up your best potential clients first. Do 20 or 30 follow up calls and save your most prized potential clients for when you're polished, confident, and smooth.

• Understand that when you are doing follow up calls, you're not a web designer or a copywriter or a consultant... you're a sales pro whose job it is to get the client for the web designer or copywriter or consultant.

• Think in terms of numbers. If you make 100 follow up calls, direct response statistics say you'll get at least one new client. (A 1 percent conversion.) Stay focused on the numbers and you will blast through the "no's" and occasional rudeness to reach the person who has been eagerly waiting for you to call. 

My students usually gain two clients per 100 calls. That's because of what they learn in my coaching program.

So let's get going and get on the phone... make the new year and the new momentum work in your favor. How many new clients do you want for 2010? Think about it.

Because I have a gift for you, and that is my own coach, Gary Ryan Blair. Gary is The GoalsGuy and on Wednesday, January 27, 2010 at 12 noon Pacific Standard Time, I'll bring Gary to you in a FREE Teleseminar!

This is the right time for you to hear his message and tap into the powerful methodologies and motivations he uses to enact positive change in companies as large as Ford, Coca-Cola and IBM, and even individuals such as myself.

Mark your calendar now for January 27 from 12 to 1 pm PST, and watch for more exciting information to come on this must-attend FREE event!

Wow...

Another year almost gone... and another to usher in!

All my adult life my favorite holiday of the year has been New Year's. And in the last decade, I've even forgone the traditional New Year's party because I want to wake up to the first day of the year with all of my faculties sharp, sharp, sharp!

This is because I always have a new plan for the New Year. And I don't want anything to taint it... and that means most certainly, not a fog from the night before. For me, I just think it's a bad way to start off an entire new year :)

So what are your plans for 2010? I have several. One is to continue helping my past, present and future MARLOW Marketing Method™ students land the five super-hot clients that will cement their careers.

Another is to continue building "must have" information products... and to show my students how to do the same, for guru status in their niche, and a more stable income.

And my third... which is actually in "first place," is to work on my health. As part of the Baby Boomer generation, I'm right in there with everyone else who must realize that good health is no longer a "given," but something you must put effort to each and every day.

So... what are your goals for 2010? If you haven't given much thought to it, sit down now and make your commitments. If you need send your commitment to someone, send it to me at chrismarlow@getgreatclients.com. I'm a coach! I'll file it away, and you'll know that someone (me) saw your intention and expects you to achieve the goal you set for yourself in 2010.

Ok, something fun now... two videos from the AWAI Bootcamp in Delray Beach, Florida where I conducted a workshop earlier this month. I bought a Flip Video just before going to Bootcamp so yes, this is NOVICE recording. Check out my exceedingly brilliant student Barbara Hales, who has a call to action on her T-shirt (for the Job Fair people):

http://www.youtube.com/watch?v=rp8C8CVq7Rs
Don't you agree that there's just no way Barbara is not going to make it in this business?

And here we are at the Delray Beach Marriot watering hole... AWAI after hours:

http://www.youtube.com/watch?v=tBqpEkeTaF8
In order of appearance: Current student Debbie Jeffers talking to past student (and Certified MARLOW Marketing Method™ Coach) Kammy Thurman; current student Carol Parks talking with copywriting legend Don Hauptman, a quick close up of copywriting student Sally McBride, then Debbie taking a picture of Barbara Hales, myself Chris Marlow, and Ken Marlow (yes, he is my "former"), plus more recorded silly antics. As you can tell, getting together at such an event is very bonding. I hope you found it enjoyable!

...Ok, so now that we've had our fun, let's get to this month's very important lesson in the business of copywriting...


Having been a freelance copywriter for more than 20 years, I can tell you that when recessions hit, pay-for-performance marketing models suddenly become more popular, and when recessions fade, flat rate payments bounce back as the norm again.

What's different these days is the number of entrepreneurs who have products and services to sell, who know they need good copy but can't afford the thousands of dollars it costs for a great landing page, or a really solid marketing strategy.

When money gets tight, copywriters who work with entrepreneurs and small business can frequently find themselves in pricing dilemmas — one in which they're asked to share the risk in a pay-for-performance type of contract.

This month I'm going to share with you the process of how I helped a copywriter create a pricing agreement that was fair to both her and her new client. But first, let me define the terms "royalty," "bonus," and "pay-for-performance."

A royalty usually consists of payment over and above a flat rate. Although you can earn royalties on any type of job, they're most common with very large mailings, where the royalty of, say, 3 cents per piece, can add up to significant change.

In a mailing where you have the chance to exceed expectations by 250,000 additional sales, then 3 cents times 250,000 would equal additional $7,500 in your pocket. Of course, if the mailing list is significantly smaller, you can raise the "per piece" royalty rate to whatever you'd like. I understand that it's not uncommon to see royalties of 10 cents per sale in the online world.

A bonus, on the other hand, is a flat lump sum paid extra for achieving a sales benchmark. (Note that I said sales... not leads; it's hard to project a quantifiable return on investment for leads.) So if you meet or exceed a sales benchmark, you could be paid your flat rate plus $200, $500, or whatever makes sense financially.

And finally, pay-for-performance can mean many things. At its rawest, you would be paid a percentage only on sales. Or it can embody a bonus or royalties arrangement.

Most often, though, pay-for-performance (PFP) consists of a flat rate that is acceptable to the copywriter, but which is a bare bones minimum. Then some kind of reward would be added for success. You can create whatever you want. In fact, if you can make the numbers work, you can agree to a flat rate with sliding scale, such as $800 for a landing page, plus $10 per sale up to 20 sales, $20 per sale from 21 to 30 sales, and $30 per sale for anything above. Exciting, isn't it?

But here's the rub. When you're dealing with any kind of pay model that asks you to share risk, certain things have to be in place before the risk is worth it.

Ask yourself these questions:

1. What is the "normal" response rate for sales of this product or service?
If you don't know, calculate .05%.

2. What is this client's track record for response?
If there is no track record, or this is a start-up business, I recommend you stay with a flat rate model and DO NOT share risk.

3. How trustworthy is the client?
How can you know what their numbers are? I prefer to work these kinds of deals with local business so I can look at the sales reports if I want to; I do not want to work with super-small, distant business who might have an easier time producing false reports; however... a smart client will not want to lose a good, producing copywriter either!

4. How much is the client likely to earn if the response is average?
You want to price your work based on your value to the client; I once did a direct mail package for a leading software company that brought in $540,000 from just one mailing. I charged $10,000, but I would have charged less for the same work for a very small business, that had much lower expectations.

5. Does the client have confidence in his own ability to market?
Newbie businesses often fail at their marketing efforts; you don't want to share in that.

And last but certainly not least:  

6. Is the product a good one?

7. Does the client have a GREAT offer?

8. Is there a guarantee in place?

9. Is the list strong? Is it PROVEN?

10. Does the audience NEED this product?

If you can answer each one of these questions satisfactorily, then you may have an opportunity worthy of a little risk-taking.

Recently I helped a copywriter price a pay-for-performance job. If you're stumped about how to do this effectively, try to "work it backward." Start with what you think the client may earn from your efforts. Let's say that an online teaching company wants you to write a landing page expected to convert 100 students into a $149 subscription coaching program. The client wants you to do the work for $1,000 plus some kind of pay-for-performance.

At $149, you realize that the client hopes to earn $14,900. Therefore there is room for you to earn a percentage of each signup. What would you charge if you were not asked to share risk? $2,500? That sounds about right to me.

So I would offer the client two options: $2,000 flat rate plus $5 for each signup, or $1,000 plus $20 for each signup. The client will want to pay a lower flat rate, but for that benefit, he must pay a higher back end commission. So if 100 people sign up, you would earn $2500 with a $2,000 flat rate, or $3,000 with a $1,000 flat rate.

Bottom line: when pricing jobs on a risk-share basis, you must have full confidence that the project will succeed. If you can see that the one and only element for success that is missing is your fantastic, order-generating copy, then it makes sense to work a pay-for-performance model... if the client asks for it.

What a month it's been...

...Mike Stelzner's Copywriters Bootcamp has just finished up, and now just around the corner AWAI's 2009 FastTrack to Copywriting Success Bootcamp 2009 and Job Fair is about to begin, where I'll be speaking also. Are you going to Delray Beach Nov. 4 through 7? If so, please find me and say hi!

This month I have a few announcements to share before we get to the main article, which investigates the merits of B2B (business-to-business) copywriting as opposed to B2C (business-to-consumer).

First I want to congratulate former student Peter Fogel for his new information product for copywriters, created with master copywriter Donna Doyle. Peter was my first coaching student six years ago and his tenacity is nothing short of amazing.

When I met him, Peter was a stand-up comedian working with New York's entertainment hot shots. I have never met someone more passionate about becoming a health and finance copywriter, or more determined to work in the royalties arena.

Now finally, having achieved his personal goals for financial success as a copywriter, Peter has a grasp on what it really takes to get to this level in B2C. (Congrats Peter!)

On the other hand, Donna's been deeply involved with B2C for nearly 20 years. She's got the long-term perspective, high-profile clients, and plenty of experience with royalties. If you're interested in B2C copywriting and you'd like to benefit from Peter's and Donna's experiences in this niche, you'll want to tap into their revealing recorded interview:
http://bit.ly/2vmOHS

On another note, I want to tell you how thankful I am for you! Every month copywriters and other subscribers send me information they think is worth sharing. Both Victoria Ipri and Eric Lynch sent links to the news on the FTC's coming restrictions on blogging for profit. This is something we all need to keep an eye on for our clients and ourselves. Here's a thoughtful and fairly balanced article on the subject:
http://bit.ly/1K0kHM

Next up, my good friend Ric McConnell (from John Finn's offices in Redondo Beach, CA), is scouting for a talented copywriter for their small publishing company. I asked him to send me a blurb and here it is:

*************************
HEALTH WRITER NEEDED
 
Online weekly e-letter about alternative health seeks part-time, freelance writers and contributors. You will research and write articles of up to 800 words, mainly on alternative cancer treatments. True believers only, please! We seek someone who is passionate about natural and unconventional treatments (and who's a good writer, too). Send writing samples and a description of your background to Anne Caballero at anne@johnfinn.com.
*************************
Speaking of the alternative health market, my esteemed colleague Pam Magnuson has the book on what you can and can't say, according to the FDA. It's her birthday month and she's having a huge sale - you'll save 50% if you purchase by Nov. 20, 2009.

To read more about What Can You Say, When You Can’t Say Anything? How To Avoid FDA Red Flag Claims and Sell Your Natural Products Legally, go here:
http://is.gd/4sZ8S

And finally, it's been bugging me to see copywriters put "All Rights Reserved" on their websites near the copyright, because, after all, this is a website, not a book, and it's not for sale, as book rights would be. Yet every time I did a web search on the topic, nothing definitive came back.

So I decided to email Diane Eble, who is the book publishing maven and she did the work for us. So should you include "All Rights Reserved" on your website?

In a nutshell, Diane said "...for straight sales copy, no. For pure content, yes. And nowadays, I think content IS what sells, so the lines do blur." Diane did some research and posted clear guidelines on her blog for when to use "All Rights Reserved" on your work, and when not to:
http://bit.ly/VrBfb
(Thanks Diane!)

Ok, so let's get to the meat of the matter for October 2009. My blog letter topics come from real questions from students and colleagues, and this month it seemed I answered a lot of questions on B2B vs. B2C. So this is where we're going this month...

Copywriting for B2B vs. B2C:
Which is better for you?

I've been teaching copywriters since 2003 and in all this time, I've found it tough to clearly explain the differences in working with Business-to-Business (B2B) clients vs. Business-to-Consumer (B2C) clients.

Well, today that's going to change. This last month I've fielded an inordinate amount of questions pertaining to B2B versus B2C, and in this blog letter I'm going to share a comparative concept I've had in my mind for years, but never verbalized.

It goes back to my days as senior copywriter at an agency I worked at for eight years. We had 25 employees, just the right number to go from being a small "happy family" business to introducing politics and all that comes with it.

We had two factions, the "Creatives" and the "Suits." The Creatives were the copywriters and the designers, and the Suits were the Account Execs.

The Creatives were wild and wooly, wore whatever they wanted to work, and played loud music after 5 pm because they often had to stay late to finish their work.

The Suits, on the other hand, were all buttoned up with stiff upper lips, producing creative briefs, schedules, running the numbers and doing "postmortems" (campaign post-assessments). They usually left work on time and never failed to have perfectly polished fingernails.

The Suits disliked the casual attitude of the Creatives. In fact, one once complained loudly to the agency president that I wore cowboy boots and red lipstick to client meetings (gasp!).

When I think of B2B marketers, I think of the Suits. In B2B, there's a great respect for process. Contracts are signed (and honored), Creative Briefs are the norm, schedules are created and adhered to, and the machine runs smoothly because the appropriate paperwork and processes are in place. B2B marketers respect copywriters and their value, and usually have a generous budget for copywriting work. I will say, unequivocally, that B2B marketers are more "Corporate."

When I think of B2C marketers, I think of the Creatives. In my experience, in B2C you often see much less emphasis on process. In general, B2C marketers are more seat-of-the-pants, less likely to follow process, and are more likely to want to negotiate price. I see B2C marketers as more focused on the big picture and much more "Entrepreneurial" in nature.

After working in B2C and B2B for so many years, writing everything from magalogs to lead-gen packages, I found myself choosing to do more B2B work for the reasons stated above. My income took a big jump and I ascribe it to the fact that in B2B there were fewer false starts and faster turnarounds (due to the nature of B2B's shorter copy), which allowed me to do more projects in a year's time. Plus I found it to be better money.

And this isn't just based on end-of-the-year gross revenue. I painstakingly recorded time spent, versus money in, on each and every job for years. I could see statistically that my hourly rate earned in B2B was higher.

I once read a statement by AWAI guru Don Mahoney that B2C doesn't necessarily make you more money because the jobs are bigger and they take more time. There is indeed a danger in "running out of time." I recall many large jobs that had me panicked because constant revisions were hurtling me toward a $50/hr. pay rate.

But because a certain tip-of-the-iceberg group of mailers in B2C mail in the millions, and because that's where royalties are to be found, B2C has gotten the reputation for being where the money is.

The truth is, copywriters routinely bring in high incomes in B2B. As Mike Stelzner proved in his White Paper survey, copywriters who specialize in White Papers can earn upwards of $200,000 per year.

I've coached copywriters who make well over $100,000 in B2B, including Ed Gandia, who made $163,000 in his first year of copywriting for the software niche. (He did have an advantage that may have worked in his favor: the fact that he came from software sales and might have had some good contacts.)

As I spent more time this month thinking about the difference between working in B2B and B2C, I decided to ask the opinion of others, but take care in how I asked the question. I didn't want to tip the scale with a question that revealed my own particular bias. So here's the question I asked in the Copywriters Guild group in LinkedIn:

"Where do you find the highest quality clients... in B2B or B2C? I have my opinion but I'd like to know yours."

And this is what was said:

"In a phrase, Chris? B2B hands down. In my 20+ years experience, they're more likely to value the writer's expertise and craft and pay accordingly with a minimum of fuss. I've also found the most interesting work on the B2B side, getting a chance to learn and write about all sorts of products/services for a wide variety of trades and industries." — Roberta Rosenberg

"To answer your question, there are some B2C markets that are a little like making it into the NBA. If you become a superstar copywriter in, say, the high-end subscription newsletter market, then you can make a lot of money. But that's ONLY if you become a star. And there's no guarantee anyone can accomplish that. 

In B2B you don't have to be a star. You can be a good writer, master the craft and techniques of B2B copywriting, and do very well in dozens of niche markets." — Steve Slaunwhite

"I have written for both for the last 14 years, though primarily for B2B in the high-tech industry. I think you can find 'high-end' and 'low-end' clients in B2B and B2C. However, in my experience, a lot of B2B writing requires specialized knowledge, for example, in biotech or any number of high-tech verticals, such as networking, semiconductors and telecomm. B2B copy tends to be more complex and in-depth, and so the writer's capabilities to analyze and distill complex information and then translate it into compelling content are more valued and appreciated in the B2B arena." — Michelle Gouldsberry

"The B2C work I've done has been in the 'onesie twosie' camp — client needs one particular project (brochure, website, news release, direct mail letter, etc.). Once that project is done, their need is fulfilled. B2B has offered much greater opportunities for ongoing, sustainable business. And, the projects are more interesting and have an impact on a larger audience." — Diane Autey

So has this given you any level of insight into the differences between B2B and B2C?

I hope so! It certainly has given me an insight... and that is the uncomfortable realization that I may look like a Creative, but deep down inside I'm really more like a Suit. YIKES!

And since we now publish on a blog format, your comments are welcome and eagerly anticipated...