Introducing Clayton Makepeace. Direct Response Copywriter Email Archive. August 2019 1.

Copywriters You Should Know. Part 6. Clayton Makepeace.

Clayton Makepeace is a well-known figure among copywriters perhaps primarily because he speaks at the AWAI Bootcamp every year.

Apart from that appearance, Makepeace keeps a low profile. He used to organize his own copy seminars, usually with help from AWAI. Some of these are available online.

Is he the world’s top practicing direct response copywriter? It would be tough to argue otherwise. If not, he’s certainly right up there. He wrote copy for a company in Florida called Weiss Research and he generated a lot of revenue for them. He’s now with an Agora division.

At one stage, Makepeace had his own shop, complete with copy cubs. One of my copywriting friends was/is a Makepeace copy cub. She’s a great copywriter.

Before that adventure, he was in the stable of Boardroom direct response copywriters, competing with the likes of Mel Martin and Jim Rutz. Makepeace established some controls ... which says a lot about the quality of his work. You tend to hear a lot more about other copywriters who wrote for Boardroom. Why? I'm not sure.

I’m not being especially precise about the copy history of Clayton Makepeace, so apologies, but I remember an interesting story he told about chasing work.

He needed some money pretty badly as he had a young family. This was many years ago. So he called up a potential client and simply said, “I’ll happily write a bunch of copy … just pay me based on the revenue that comes in.”

Client finding sagacity: be direct. Pick up the phone.

One of the more amazing copywriting resources on the Internet is the blog archive on his website. You can find it here.

I’ve spent hours reading the interviews and the direct marketing common sense in that archive. There’s also a 6-part interview with Gary Bencivenga. A must read.

It’s hard to find, but the Makepeace copy manual is excellent. It’s called the Quick Start Copywriting System. You might be able to get it here. It’s an investment but it’s really comprehensive and I use it all the time.

And AWAI has a ton of stuff built around Makepeace.

You can search around and find the goods. I don’t get any affiliate commissions, just in case you’re wondering.

You can read Makepeace copy and you’ll notice it’s very direct and ultra-clear. He has a unique headline style … a couple of words in big type then a long subhead and deck. Dan Kennedy’s headlines tend to be very long. Both can work.

But the key to success for Makepeace is the quality and depth of his research. He assembles copy based on what he digs up during the all-important research phase. He takes features and turns them into benefits and goes one step further and gives the benefit some color and heft.

Feature ... the golf club has a titanium face milled with the latest milling technology. Benefit ... longer drives ... 5-15 yards more off the tee. Dimentionalized benefit ... make your regular swing, make contact with the ball and watch it land 15 yards past where it used to land ... then gain more even more distance as the ball rolls out thanks to the improved trajectory.

He was also an early adopter of the VSL, with great impact. His VSL course is excellent; it's in tandem with AWAI.

I could write thousands of words about Makepeace’s copy. I’ve met him a few times at the AWAI bootcamp and he’s very personable. And everyone wants to talk to him at bootcamp.

If you’re serious about improving the quality of your copy, spend a couple of hours, at least, digging around looking for his work and his opinions.

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SHAKING THE TREES ... CLIENT FINDING ADVICE ...

A long-time client was swallowed up by a much, much bigger company a couple of years ago. At the time, I thought it would be either really great for me or really bad.

Things stayed the same for a while and now it’s looking like the latter. This happens. There's a new group of people in charge and they know next to nothing about direct marketing. Oh well.

So the month of August, for me, is all about what I call “shaking the trees.”

I’m sponsoring an event in September. I’m not organizing the event.

In return for my ‘participation’ I get the list of people attending. So I’m going through that list and politely letting potential clients know I exist.

This effort has already generated some work.

What else will I be up to?

I’ll be going through my own databases. I’ll send an email or two to people who have asked about my services in the past and opted in to my other list. I’ll contact former clients. I’ll re-contact old leads. And so on …

Rejection will come my way, and lots of it. People will ignore me. But I’ll get a lot of work out of “shaking the trees.”

Want/need work? See above. Put your hand around the bark.

Scott Martin Direct Response Copywriter

P.S. I've been populating the email archive. It's here.

Introducing HGL. Direct Response Copywriter Email Archive July 2019 2.

Copywriters You Should Know. Part 5. Herschell Gordon Lewis.

When I really started getting into direct response copywriting I was a voracious reader of copywriting and marketing books. I still am, in many ways. I hope you are.

Herschell Gordon Lewis is not the most famous copywriter of all time but he was quietly one of the most effective and productive. He was also a curious character ... as you’ll discover in a minute. Extremely controversial but not for his copy.

He was often known simply as HGL. Look him up on Amazon and you’ll see a number of his books. I’ve read a lot of them. You can see them here.

I saw somewhere that he wrote 20 books.

And I’m not getting any affiliate action here, just in case you’re wondering.

If you click the link, you’ll notice something interesting.

As is the case with so many copywriters, copywriting was not HGL’s only gig. He was a movie producer/director and, in fact, known as The Godfather of Gore. Yes … he produced horror movies and movies of that ilk. I’ve never seen any of these and I’m certain I don’t want to.

HGL called these “splatter movies.” How do I know? Because just before he died, I had lunch with him at the AWAI bootcamp in Delray Beach. I think it was five years ago. It was a fascinating lunch as I’m sure you can imagine. HGL had given a speech to the attendees and blew them away. He was emotional at the end of lunch, breaking down into sobbing. Perhaps he knew he was dying. But he was a total gentleman. Perhaps odd because his movies were anything but gentlemanly.

What can you learn from HGL? A lot. I hope you start reading his books about copy.

Let me give you 3 takeaways.

First, HGL believed in crisp, clear copy. No wasted words. Just raw, pure clarity at all times. Clarity is vital in direct response copy yet way too many people totally ignore it.

Second, HGL helped his clients generate continuity income. For example, a company would run a collectible plate promotion. The first plate would come with a rack with room for 9 plates. This pretty much meant you were going to buy all the plates. Right? How could you put your rack in your kitchen with 3 plates missing?

Third, HGL is the only copywriter I know who really focuses seriously on the syntax of direct response copywriting. The careful selection of words and then the equally careful placement of the words.

Michael Senoff organized a rare interview with HGL and you can find it here.

The life of HGL provides a bit of a conundrum. I really admire his work as a copywriter yet I’m TOTALLY CERTAIN I don’t want to see any of his film work. The latter sounds extremely bizarre and way over the top. You've been warned.

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I’m excited that I may have found a publisher for my two new books about copy. Stay tuned.

My website needed an edit/review. As such, I finally added a new section including archives of these emails. It’s here.

I’ve only just started this archive so it will take a little while to finish. About four weeks, most likely. You'll find a lot of content on that page.

A professional editor is updating the database of 2,000 potential clients. This might be complete by the end of October.

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Scott Martin Direct Response Copywriter

P.S. Next up? Clayton Makepeace.

Introduction to Gary Bencivenga. Direct Response Copywriter Email Archive July 2019.

Copywriters You Should Know. Part 4. Gary Bencivenga.

I was in a Mastermind Group for 3 years. The organizer of the group, Brian Kurtz, who has by far the biggest Rolodex in direct marketing, brought a not especially well known former direct marketer to one of the meetings. This guy was a total rock star. And like many successful direct marketers, this guy never really went out on the speaking circuit, wrote books, or anything like that.

Today’s marketing world is replete for people who are famous … for being famous. They were in the game 20-30 years ago and had some success. But now they just travel from event to event and say the same stuff. You know who they are and the copy about them usually says something like, "Blaz Augustiniac rarely speaks at events and so here's your final chance to hear him."

But, as I’m often wont to do, I’m quickly off on a diversion. The very unfamous marketer I just mentioned was in charge of a large publishing company and one day, the CFO comes into his office.

“I’ve got a check here for $2.5 million,” said the CFO. “I can’t sign this. You have to.” Our friend the marketer quickly and gleefully signed the check.

The check was to, you guessed it, Gary Bencivenga. It was a royalty payment for a promotion that went on to become a control.

There were many others in direct marketing lining up to pay Gary Bencivenga many millions.

Why?

Because Bencivenga was by far the world’s #1 direct response copywriter. This was roughly between 1980 and 2010 when he retired. He generated tens of millions in revenue for his clients.

I’ve very closely studied Bencivenga’s work and I could write a book about the subject. Maybe I will, one of these days. How cool would that be?

But I don’t want to write an absurdly long email so I’m just going to provide you with some ways to discover more about Bencivenga and his work. It’s not easy, as he was, and is, a tad reclusive; but I’m going to point you in the right direction. And then I’m going to say something extremely important about his work, something you don’t hear very often.

First, I want to point you toward an ad I consider the greatest example of direct response copywriting on the planet.

Read and study this advertisement very closely.

If you have $5,000 lying around, you can invest in the DVDs of Bencivenga’s retirement seminar. Click here for the 30,000 words of copy.

Clayton Makepeace organized a great interview with Bencivenga. Click here.

The last time Bencivenga spoke in public was at the Titans of Direct Marketing event organized by Brian Kurtz. Recently, Kurtz was offering some bonuses if you bought his new and excellent book, Overdeliver. Check out Brian’s site here. One of the bonuses was a video of Bencivenga’s excellent speech at the event. But I don't know if Kurtz is still offering the freebies.

But by far and away the best Bencivenga resource is Bencivenga Bullets. These are not voluminous but they are extremely powerful. EVERY direct response copywriter must know and understand these. They are totally free and will give 1,000 times the sagacity you’ll find in a $3,000 copywriting seminar held in Poland or some such place. Click here.

You’ve got a lot of great reading coming up. A lot of fun.

Now for my final words about Bencivenga.

I met Bencivenga very briefly at the Titans event. I was starting a pleasant chat when three people rudely interrupted. Don’t do this. But in just a couple of minutes I could tell Bencivenga was a gentleman.

There are two schools of direct response copywriting.

The first … find the truth … tell the truth … be above board … sell great products … provide ample proof … make sure there’s a guarantee … do the right thing at all times.

The second … be outrageous … say anything … just make it up as you go along … hype is totally OK … let’s smack the punters for everything they’ve got.

No prizes for telling me which camp Bencivenga came from. And, as such, he made a very healthy income by totally being in the first school. It’s the school you should strive to be in and it’s where you’ll find most direct response copywriters. Everyone I know in this school is pleasant, happy, and generally amenable.

In the second school, you’ll find a couple of extremely famous direct response copywriters. REALLY famous.

But here’s a general observation about copywriters in the “second school” … they’re grumpy, ornery, difficult to approach, generally miserable, sheepish, and, dare I say it, sleazy.

Follow Gary Bencivenga and those of his ilk.

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I received a comment from a subscriber saying that, of late, there wasn’t enough about finding clients in these emails.

So I’m going to solve this issue by giving you a chapter from one of the two books I’m currently writing. Here you go …

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Chapter 97. Finding Clients. There’s An Ocean of Work Out There … And You’re a Thimble.

I could write a book about finding clients. Due to space constraints, this chapter can only provide some basic thoughts about finding the right clients for you. But I hope they’re helpful, nonetheless.

I’m a member of a couple of Facebook groups populated by copywriters. Sometimes, people who are looking for copywriters visit these groups and a mini feeding frenzy takes place. But the overall message I read in these groups is “woe is me … I can’t find any work.” The other message I read is “my clients are total idiots and I can’t stand them.”
A famous but controversial copywriter once said to a group of copywriters during a seminar, “there’s an ocean of work out there and you’re a thimble.” Totally correct.
I just met a very bright and experienced corporate writer who lost her corporate job about 18 months ago. She decided to pursue a freelance writing career and she’s generated over $80K in revenue on Upwork in less than 12 months. I’m going to write some words I never thought I would write in a million years. I’m going to take a second look at Upwork for my business. I’m not optimistic but, as I heard on a podcast the other day, there are some serious companies on Upwork and they’re not looking for the lowest price. They’re looking for quality. Are they willing to pay for this quality? I’m gong to find out.
Looking for clients requires a mindset. Once you develop this mindset, you’ll start to see clients everywhere. For example, I’m sure you get emails that click through to a sales page for some type of marketing event. Look at all the speakers. Guess what? A lot of them need copy. Look at all those ads at the bottom of your favorite websites. Guess what? They all need lots of copy. Look around. There are potential clients everywhere.
My website, ScottMartinCopywriter.com ranks very highly for some key search terms like “direct response copywriter.” This rank is purely organic and, to be honest, I’m not totally sure why I’ve ranked so highly, so long. It’s been about 8 years now. This ranking has given me over 800 leads. I know one thing about my website: It’s a lot better than yours, unless your name is Bob Bly.
How often do you follow up with leads? Do you have a list? I have a database of 2,000 potential clients plus I’m about to get another list of about 1,000 potential clients.
You’re a copywriter which means you’re a salesperson. So get out there and START SELLING … YOU. SELL YOUR SERVICES. LEARN HOW TO SELL.
There must be 20 online courses out there about how to market yourself as a copywriter. I’ve bought many of these but there’s one massive problem. They tell you some basics about marketing and how to position yourself and then they trumpet, “you must contact potential clients” … and that’s all good. But they NEVER tell you how to get a list of potential clients to contact. That’s a problem and you have to overcome this. HINT: start building your own database or maybe in the future I’ll make mine available. I’ve sold my database in the past.
There are lots of really, really bad ways to try to find clients. I won’t get into massive detail here but here’s a brief list.



Networking events.
Conferences.
Seminars about finding clients.
Referrals.
Facebook groups.



I know, I know, I know. You’ve been told these are all great. Yes … they can be effective at times but they’re unreliable and inconsistent at best.

A lot of my work over the last several years has come through my website. And there have been some great clients. But I’m changing how I go after clients, starting to focus on the clients I want to work with.

If you’re a copywriter, you’re a direct marketer. And this means you must act like one in your efforts to find clients. Build a list of clients you really want work for … write great copy for your website … get off your duff and start going after those dream clients.

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Scott Martin Direct Response Copywriter

P.S. I’m not sure who I’ll write about next. And by the way, I don't receive any affiliate revenue for any of those links above.

Introduction Gene Schwartz. Direct Response Copywriter Email Archive June 2019 1.

Copywriters You Should Know. Part 3. Gene Schwartz.

Eugene Schwartz was an art collector.

He was so well known for his collection that, when he died, the New York Times wrote about his life in the art world, barely mentioning that he was one of the greatest marketing minds and copywriters of the latter half of the 20th Century.

You can read his obituary here.

Schwartz was clearly a very bright and learned man. I’m told his apartment was stacked with books. There was also a huge dichotomy between his academic writing and his copy.

For example, Breakthrough Advertising is one of the most intellectual books ever written on marketing. It’s dense and takes a while to get through.

But look at some of Schwartz’s copy and it’s very simple, very direct.

I bought a product that provided access to many of the ads Schwartz wrote.

Here’s one.

Here are some random thoughts about Schwartz.

Everyone in marketing should read and digest Breakthrough Advertising. It’s a difficult book to understand. It used to be difficult to find but Brian Kurtz has been reprinting the Schwartz oeuvre.

Many of the ads Schwartz wrote push the envelope. There are some big claims that might get you in trouble today.

The products Schwartz was selling several decades ago are the same products direct marketers are selling today. Heating pads for pain, for example. A cure for everything.

One of my copywriting heroes, Herschell Gordon Lewis, was not a big fan of exclamation marks. And I’m with him. But Schwartz uses them just about every sentence!

Schwartz used to write for Boardroom and wrote one of the very first ads for the company. Instead of pay, Schwartz would get access to the Boardroom list then sell his own products to the list. That’s entrepreneurship, my friends. And independence.

He was obviously extremely independent. He had a career with an advertising agency, then left to be a freelancer. He never returned to the agency world.

To stay in touch with what was really going on in the world, Schwartz read The National Enquirer every week. I'm told he went to see the most popular movies.

He was famous for meticulous research.

His books include tomes about how to learn. There’s also one about religion. It’s titled … Three Religions - One God: A Compendium of Historical Accounts of the Three Abrahamic Religions. How many direct response copywriters have written a book like that? Not many.

Pay very close attention to his headlines.

Perhaps one of these days someone will write a biography of Gene Schwartz. He was clearly an accomplished copywriter but he was much more.

I can only imagine what a day in his life would have been like.

Wake up in New York penthouse on Park Avenue. Write copy. Read National Enquirer. Talk to clients. Buy art/chat with dealers. Visit Metropolitan Museum of Art. Write a marketing masterpiece. Research Abrahamic Religions. Dinner at New York restaurant with very important people? Rinse. Repeat.

His life is perhaps proof that copywriters are among the more interesting and curious people on our planet. Right?

I encourage you to study his books but also take a close look at his copy. His style would work today.

Scott Martin Direct Response Copywriter

P.S. Next email, I'll write about Gary Bencivenga.

Introducing Claude Hopkins. Direct Response Copywriter Email Archive May 2019.

May 2019

Copywriters You Should Know. Claude Hopkins.

Claude Hopkins was a copywriter and direct marketing specialist. He lived from 1866 to 1932. You’ve likely heard of his books, Scientific Advertising and My Life in Advertising. They appeared in 1923 and 1927 respectively.

So we’re somewhat close to the 100th anniversary of Scientific Advertising.

Want proof that Claude Hopkins knew what he was talking about? An advertising agency reputedly paid Hopkins $400,000 a year … IN THE 1920s! I’ve read a figure of $140,000 per year but who cares? He must have been getting epic results to justify that whopping salary. That’s almost $6 million in today’s cash.

Technology and platforms have changed since the 1920s but EVERYTHING that Hopkins wrote in his books is totally salient TODAY.

Sometimes I’ll meet someone in advertising or marketing and I’ll ask them what they think about Scientific Advertising. If I get a blank stare then I know they’re not likely a good client. I wonder if the book is required reading at business schools. It should be.

I dip into both books periodically. I recommend everyone understand the work of Hopkins on a professorial level.

Hopkins hugely influenced the generation of direct marketers that enjoyed huge success in the 1950s, 1960s, and 1970s. People like David Ogilvy. He said that everyone should read Scientific Advertising nine times before practicing in the fields of advertising and marketing.

What do I take from the work of Claude Hopkins?

CLARITY.

Spend some time reading his work and you’ll discover that the offer is ALWAYS crystal clear. You know precisely what you’re getting for your money.

To me, clarity is one of the fundamentals of direct response copywriting. It’s way underrated, especially to those who believe in ‘creativity.’

I don’t want to be creative. I want to be clear.

Want to see some of his work? Just Google, ‘examples of Claude Hopkins work’ and you’ll see clarity and simplicity.

Works for me.

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You can buy the two books by Claude Hopkins for less than $10 on Amazon.

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An Easy Way to Determine if You Should Attend a Copywriting Event

It might just be me but I’m seeing a rise in the number of events targeted at copywriters. There’s one in Poland … of all places. Plus AWAI has two boot camps now. And I just got a link to an event where, on the first day, I’ll discover everything I need to know about …

"Second Self, Matrix, and Plotting."

Know what that means?

I don’t either.

Over the years, I’ve come up with a predictable way to determine if an event will be worth the significant investment.

Is the copy any good?

I recently saw the copy for an event in a foreign land and the copy was poor. Why should I attend an event that’s supposed to help me be a better copywriter when the copy makes fundamental errors? It would take me $2,000 just to get to this event. Then $2,000 to attend. Plus hotel. Plus plus plus ...

Some of the speakers is good. But I have zero respect for another. Spend $5,000 to hear him? Or spend $10 for a Claude Hopkins book?

The copy for AWAI’s boot camp is very good. Thus it’s no surprise it’s a great event, especially if you’re just getting started in copywriting.

For another event, the event organizers decided it was a great idea to set black type on what can only be described as a ‘diarrhea color’ background. So the copy is difficult to read and the sales page looks awful.

In direct marketing, we know, based on data, that you always set body copy with black type on a white background.

I also take a close look at the speakers and how they’re presented. I routinely see the same people, along with copy that goes, “You’ll get to hear world-famous copywriter John Smith, who rarely speaks at events like this.” And yet ‘John Smith’ regularly shows up at events. John Smith had some success 25 years ago and is now famous simply for being famous.

Why should I attend an event when the copy is poor, difficult to read, and riddled with lies?

Did Claude Hopkins lie? No. He researched his product and market, found the facts that were salient to the prospects, tested like crazy, and helped his clients succeed. It’s extremely clear, really.

All the best,

Scott Martin Direct Response Copywriter

Getting Started. Professional Copywriter Email Archive April 2019.

April 2019

A Simple Choice You Have to Make

Right now I want to write about getting started and moving your career forward. I’ll give you some personal experience.

In 2000, I ghostwrote a book for a Golf Digest Top 100 golf teacher. I was writing copy and I was also publishing magazines and providing some ghostwriting services.

After finishing the project, I sent a package to other golf teachers around the country. I sent about 150 letters and emails. The message: "I just ghostwrote a book. I should write a book with you."

One of most famous golf teachers called me back and I ended up writing a book with him. I also wrote the copy to sell the book, which we turned in a manual that sold for $127. It generated several thousand in sales.

In 2012, the teacher was backing a start up in the golf business. The person running the business needed a direct response copywriter and he hired me based on my experience with that golf instructor.

I’m still working for that golf client which is now part of NBC. Many of my promotions have generated “two comma” results. That business has been super-successful.

Many people in direct marketing know all about that golf client. And they hire me for non-golf work because they know I can write copy that motivates people to try a product or service.

So … it all started with 150 letters.

On Facebook groups for copywriters, I regularly read posts by people who are griping about not having enough work. They sit back waiting for work to come their way, as if by magic.

Or they fight for scraps on sites like Upwork.

So you have a choice. You can be just like the people on those vomituous Facebook groups. Or you can be proactive and get going with your copywriting practice.

The latter worked for me … and continues to work.

All the best,

Scott Martin Direct Response Copywriter

P.S. Next email, I'll write about Gene Schwartz.

Scamming? Direct Response Copywriting Email Archive March 2019 3

March 2019

AM I A SCAMMER?

Last week, I received a curious email through my website.

The question: “How does it feel to be a scammer?”

I don’t know the person who sent this and I didn’t reply. I’m not a scammer and I’m careful to avoid clients who are eager to scam people and generally engage in malfeasance. I can spot these reprobates and blacguards a mile away.

But I understand why people think that direct marketing is a scam. There are lots of scammers in direct marketing and lots of scammers who use direct marketing techniques to sell their products and services.

Every single one of my clients offers a guarantee. And they stand behind it. Nobody forces my readers to try the products I’m selling. I never write hype and I never lie about a product or service. There’s no ‘bait and switch’ and nothing stupid or hidden. My style is clear and straightforward and I don't write the type of "hyperventilating" guff that some copywriters, some of them well respected, think is mandatory. I write golf copy and there's a famous, or infamous, golf ad from several years ago. Something about a golfer with one arm hitting the ball a million miles. No. I don't make absurd claims just to get someone's attention.

There’s no need to lie or obfuscate. The people who read the copy have a need for the product or service I’m writing about. The product or service helps the readers get where they want to get. Only amateurs and really bad copywriters rely on telling lies and/or absurd hyperbole.

Want scammers?

In banking, a large national bank opened up fake accounts for customers and charged them a fee.
Car dealers regularly show a car at one price and say “but that exact car isn’t available anymore.”
How many rock bands have had their “final final shows ever.”
I used to work for a newspaper and the editors regularly organized stories around the publisher’s agenda. Facts? Let’s not let them get in the way of someone's agenda.

Fact is, you’ll find scamming and scammers in every industry. Yes, you’ll find them in direct marketing. But if you’re a direct response copywriter, you can avoid the scammers.

I understand why people are skeptical about direct marketing. Just look at your email. And there are several copywriters who are happy to push well beyond the boundary. What’s worse is that several people in direct marketing put these copywriters on a pedestal. I find this to be inexcusable.

Now … I work hard to put the truth and the product or service in the best possible light. Why would I not? But that’s NOT lying and it’s not scamming.

And once again, I make it totally clear you’ll get your money back if you don’t like what you bought.

But if you want to see an example of scamming in direct response copywriting, look no further than copywriter groups on Facebook.

There are quite a few of them. I was in one for a few months and I just left. It’s a so-called “private” group with almost 20,000 people. Not exactly private.

Here’s the basic premise.

Join and you’ll get general advice about writing copy from other copywriters. Plus there are people who need copy who will post jobs.

Advice plus opportunities to meet people willing to pay copywriters for copy.

Sounds good, right? What could be wrong?

So … why did I leave?

The other day, I saw a post by someone who wanted a full-on AR series outlined for … FIFTY DOLLARS.

Writing that series would take about two days of work. I would charge a lot more than $50 for my time and expertise. So would you.

The moderator of the group said he had to delete over 50 “snarky” comments about the fee and the person who wanted the AR series.

Is that censorship? We could have a long debate about that. I’d tell you it is.

But here’s the point. The person who wants the AR series for $50 is a scammer. Or stupid. Or both.

And the person who organizes the “private” Facebook group is a scammer. He’s happy to organize, to help himself in some way, a group where really bad clients (and yes, they’re ALL really bad) can try to scam copywriters by offering really bad terms, really bad pay, and really bad products. Complaints? Don’t try to complain in that group … and all the similar groups.

And I’m a scammer?

But the organizer/moderator is only a scammer if you let him/her be.

If you’re relying on a Facebook group to find clients, then stop immediately.

And when it comes to finding clients, I’ve said it many times before.

The best way to find clients is to target who you want to work with/for and let them know you can help them … and prove it.

OK ... I fully admit to some venting here. There are so many great people in direct marketing and I hate it when a few genuinely awful people give direct marketing a bad name. Oh well ... I'll keep moving on, NOT being a scammer.

All the best,

Scott Martin Direct Response Copywriter

P.S. Over the next few weeks, I'll write a series about direct marketers and direct response copywriters to follow, starting with David Ogilvy.

Should You Attend AWAI Bootcamp? Direct Response Copywriter Archive March 2019 2.

March 2019

AWAI BOOTCAMP MUSINGS

If you’re in the AWAI database, or even if you’re not, you’re probably getting some information about the AWAI bootcamp.

The official name of the event is …

AWAI’s 2019 FastTrack to Copywriting Success Bootcamp and Job Fair

And it takes place this May from the 14th to the 17th in Delray Beach, Florida.

This email is not a promotion for AWAI or the bootcamp. You might be thinking about going. Or you might be booked to go. Or perhaps you have never heard of the event.

My goal in this email is to provide some insight into bootcamp based on my experiences. I think I went 6 years in a row but I didn’t go last fall.

There’s no affiliate link or anything like that. I have no connection with AWAI other than writing a few emails for them a couple of years ago. I don’t currently write for AWAI.

I don't have a dog in the fight.

Here you go …

It’s the biggest copywriting event I know … with about 500 people attending.

It usually takes place in October but it’s happening in May this year. Maybe it will take place in October too.

The content is mostly geared toward newcomers and relative newcomers.

I love Delray Beach. You'll find me in The Blue Anchor.

It’s fun to hang out with other copywriters and talk shop. I rarely get to spend any time with other copywriters.

There are some big names at the event … as speakers and panelists. And yes, you can meet them in person.

The event is superbly organized and presented.

The official price is $2,495 but discounts are usually available and you can make payments. Still … that’s a pretty hefty price tag. And that’s before the travel, lodging, and pints at The Blue Anchor.

I know (almost) all the speakers at the upcoming bootcamp. Some of them are excellent. I wonder about some of the others. But, in reality, it’s impossible to put together an event with speakers that every attendee is going to love.

I know what the speakers are likely to say because I've heard them at previous bootcamps or elsewhere.

I could provide a lot more salient and valuable information than 80% of the speakers. I was on a panel one year.

Most of the speakers have been superb. But I can remember a few that had me wondering, "why is that person speaking?"

Job fair … the Friday afternoon scrum. Job fair remains a bit of a mystery to me. One year I got almost $20,000 worth of work directly from job fair. But other times it’s been weird. There are 50 companies who need/want copywriters and I’m a copywriter and my copy motivates people to try products and services … all based on actual results.

There's a "rah rah" element to bootcamp, complete with a motivational speaker/organizational guru. It might work for you but it's not my cup of tea.

When I approach people and the companies and I tell them about my results and my background, they are nonplussed. I guess I smell. One year I even handed out a zip drive with a presentation. I have followed up with the people I met and, again, nothing happens.

There’s quite a bit of churn. It seems that a lot of people only attend once. But there were plenty of familiar faces, too.

The entire AWAI staff is there and they’re extremely helpful and welcoming.

The event sells out so don’t dilly dally if you want to go.

Should you go?

If you’ve never been and you’re keen to learn and you’re still relatively nascent, and you’ve got the time and money, then go. Maybe we’ll meet in person.

All the best,

Scott Martin Direct Response Copywriter

Additional questions about bootcamp? Feel free to ask.

Do you have to have a 'big idea' in copy? The perhaps surprising answer. Direct response copywriting email archive March 2019.

March 2019

Thoughts About the Big Idea

A couple of days ago, I had the opportunity to introduce a “big idea” into something that you’d probably think is totally unrelated to direct response copywriting.

I won’t go into the precise details here, because they’re not totally salient, but the person I was working with asked, “what’s a ‘big idea’?”

It’s an excellent question.

The big idea in copywriting is, essentially, a theme.

In branding advertising, examples are the famous Ogilvy ad …

The Man in The Hathaway Shirt.

Then there’s the now extinct ad … The Most Interesting Man in The World for Dos Equis beer.

It’s not a coincidence I’ve mentioned these ads. They’re really quite similar. Hmmmm.

In the world of the direct response copywriter, you’ll see a lot written about “the big idea.” I'm not a huge fan of the tactic. Why? Because the prospect isn’t interested in your big idea. They’re interested in themselves and how the product/service can help them get where they want to get.

When I’m writing direct response copy, I’m focused on communicating, with intense clarity, how a product or service will help the prospect. I’m not so interested in a big idea.

The big idea is the foundation of a branding ad campaign. Right now, you’ve seen these ads for Bud Light. They’re built around the idea of people from medieval times enjoying Bud Light. I’m not certain I get the concept but it’s an example of a big idea.

A lot of big-time direct response copywriters like the idea of the “big idea.”

Why?

It’s a way to get, and more importantly, keep, the attention of the prospect. It can also be a way to provide clarity and maintain focus.

So … instead of blabbing away with a lot of features and benefits, the big idea keeps everything together.

I use a big idea more than I think, without really ever thinking about a big idea.

Here’s an example. Click this link now.

A lot of golfers hit good shots on the practice range then fail to take them to the golf course. This applies even to the top golfers like Tiger Woods.

So I built a promotion around this theme. It’s the big idea.

If the big idea works for you in your advertising, and you can measure a jump in revenue through your testing, then use a big idea. But a big idea isn’t always vital.

People in the branding world LOVE big ideas. But they’re not measuring results. Things are very different in the world of direct marketing and the direct response copywriter. We’re measuring everything to the penny and if an ad with a big “big idea” is outpulling an ad without a big idea, then the big idea is big. But I’ve written plenty of direct response ads that don’t have a big idea. These ads give the prospect plenty of reasons to try a product or service.

Remember … the prospect is more interested in THEMSELVES than your big idea, however brilliant it might be.

All the best,

Scott Martin Direct Response Copywriter

Overcoming Skepticism. Professional Copywriter Email Archive February 2019 2.

February 2019

Perhaps Your Biggest Copywriting Challenge

Yes, as direct response copywriters, we have plenty of challenges. You could name 12 right now. So could I.

But here’s the biggest enemy. Skepticism.

I’m not the first person to identify this ogre. Many a copywriter has written about skepticism. The late Herschell Gordon Lewis wrote extensively about overcoming skepticism.

Haven’t read much from HGL? You MUST read everything he wrote about writing copy. Some copywriters find him a tad “too precise” but HGL knew how to write. He also knew how to frighten the living daylights out of people through his horror movies. He called them “splatter flicks” and he was known, I’m told, as “The Godfather of Gore.”

But I digress.

I come across skepticism when I teach skiing. I won’t get technical here but my students are skeptical, at first.

The problem? 96% of ski students are not properly balanced over their skis. Their balance is back instead of right over the middle of the skis. My first goal is to help students stand correctly on their skis. To achieve this, I usually take away their poles.

This tactic only increases the level of skepticism. But within a few minutes, the skiers are right on top of their skis and they feel more in control. It works every time. Once they’re balanced correctly, it’s easier to turn and students are so much happier.

I work with some of the world’s top golf teachers. One of them told me, “I have to have something good happen in the first 20 minutes of the lesson or I’ve totally lost the student.”

Sometimes, my skiing students remain skeptical and that’s fine. I can’t get through to every skier I teach.

I have potential copywriting clients who are skeptical.

Just today, I was on the phone with a potential client and they clearly don’t fully believe I can help them. I’m not sure I want to work with them. It was our 4th conversation. My website, which you can see here, provides TONS of proof I can motivate people to try products and services.

I’ve helped my clients generate over $400 million in revenue over the last 5 years. They believed in me and they trusted me. They still trust me. I don't always get it right. But these clients know that direct marketing is a blood sport. There will be failure along with the successes.

You can overcome skepticism with proof.

Some people will respond positively. Some won’t.

I know I can write copy that transforms businesses and builds fortunes. Yes … the client must have other elements in place, and I’m not the only variable, but my clients have enjoyed success. Yours do/will as well.

Some people understand the power of direct response copy. Some never will. I focus on the people who “get it” and politely ignore everyone else.

All the best,

Scott Martin

Attending a conference or not? Direct Response Copywriter Email Archive February 2019 1

February 2019

Should You Attend Conferences and Similar Events? The (Perhaps) Surprising Answer.

If you’re a direct response copywriter or if you’re a direct marketer, you could attend a conference or seminar or some type of salient event every single week with the possible exception of the last two weeks of December.

And that’s attending in person. You could also attend events virtually or buy access to the DVDs or videos after the event.

Should you attend events like seminars and conferences?

For about 6 years, I regularly attended events. Plus I was in a marketing peer group and we met 3 times a year.

I spent quite a bit of money attending the events. There’s the cost of attending plus the cost of travel plus the indirect costs associated with not writing.

Was it worth it?

Yes and here’s why …

I learned a huge amount about direct marketing and direct response copywriting.

It was fun to travel and see new places.

I got to meet a lot of wonderful and fantastic people.

On many occasions, I got to meet some fascinating and accomplished pros.

I received some assignments directly from certain direct marketing companies.

It also sent a message to my clients that I’m working hard to improve and learn.

I have taken what I’ve learned directly to my clients and to my practice.

However, at least for the next several months, maybe longer, I’m probably NOT going to attend any events.

I just received an invitation to attend an event next month in Brooklyn. It’s for direct response copywriters and I’m not even remotely interested in going.

Why?

For that particular event, I know some of the speakers and they’re rubbish. There are some accomplished copywriters who are attending but I’ve heard them speak before. I know what they’re going to say.

I’ve heard a lot of great speakers but I’ve also seen some speakers I find a bit galling. I don’t agree with their basic approach OR their presentation is/was poor. But that’s to be expected. You can’t like ALL the speakers at an event.

It’s happening less and less but some conferences are partly a pitch-fest where the speakers are trying to sell something. That’s a controversial subject.

After about 4 years of attending events, something interesting happens. The same speakers start appearing at all the events. There are speakers who are simply famous … for being famous.

Sometimes, an event planner really works extremely hard to find people who aren’t famous but are really getting it done. Those are the people I want to hear and meet ... even if they’re not the greatest speakers.

My ego says, or used to say, that I should be up there on the platform speaking. But I’m not super-interested in that anymore. I’m more interested in helping my clients succeed … and building my own business. I have plenty to say, based on my success, but event organizers never contact me. But I don’t contact them, either. It’s not a big deal, really.

So take some time to attend events but check out the speakers and the organizers first. You’ll learn a great deal at the right events. But, after a while, you might end up hearing the same material. Then it's time for a conference sabbatical.

All the best,

Scott Martin

Finding the Right Fit. The importance difference between motivation and persuasion. Direct Response Copywriting Email Archive January 2019 2

January 2019

Finding the Right Fit

There’s a huge difference between persuading and motivating.

Many times, people will say to me, “your job is to persuade people to spend money” ... or something like that.

“Not true,” I say. “My job is to motivate potential customers to try a product or service.”

Persuasion is almost impossible. Persuasion is trying to change someone’s mind. It’s trying to sell a golf club to someone who likes quilting. It’s trying to sell a quilting course to a golfer. And so on.

Motivation is selling a golf club to a golfer. Motivation is selling a quilting course to someone who loves to quilt.

When someone really wants to know what I do as a direct response copywriter, I say …

Over here you have people who want or need something.

And over here, you have a product or service that helps people get what they want or need.

I let the people who want or need something know about the product or service.

Golfers need to know about a new driver.

Quilters need to know about a new quilting video.

There’s a definite similarity between the right match between product and customer … and client and direct response copywriter.

I’ve geared my entire website around attracting the right type of client and repelling the wrong type of client. You should do precisely the same with your site and all your communication(s). Here's a link to my site.

In a perfect world, you’ll find clients who genuinely understand your true value and the success you can bring. The people who see direct response copywriters as a commodity are doomed to failure. Let them fail. Maybe they will understand their mistake. I hope so. I don't want to see people fail.

The top direct marketers I know will pay properly for an outstanding direct response copywriter and take care of their copywriter(s).

There are other ways to determine if the fit is correct. It’s very individual.

When there’s a good fit, work really hard with that client. But when there’s a bad fit, get that client out of your world.

All the best,

Scott Martin

Defining Who You Are. Direct Response Copywriter Email Archive January 2019 1

Remember Who You Are and What You Can Do

I'm certain this happens to you.

It happens to me almost every day.

I meet someone for the first time and they ask me what I do.

When I’m not teaching skiing, I reply ...

There are two things.

One, I’m a part-time ski instructor. Two, I’m a direct response copywriter.

It’s pretty easy for people to understand the former. But, as I’m sure you’ve discovered, it’s much harder for people to understand the latter.

Out of every 400 people, 399 will have NO CLUE what a direct response copywriter is/does. Many think I’m a lawyer, specializing in intellectual property. No.

I get the “blank stare” from people with MBAs, from successful business people, and even from people in marketing.

I’m actually still struggling to explain precisely what a ‘direct response copywriter’ does. One of these days I’ll figure it out. For a while, I referenced infomercials and used phrases like "but wait, there's more" but that's not really accurate.

Part of me wants to say, “I help people become fabulously wealthy and successful.” That’s true. I can think of two clients who have become … fabulously wealthy and successful. I’m just one part of the success but direct response copy has played a big role.

Remember the power you have. It’s not an egotistical type of power. It’s the power to motivate people to try a product or service that will help them reach their goals.

It’s a valuable skill and Dan Kennedy calls it, quite rightly, a super-power.

There’s no need to be a jerk with potential clients. But when they don’t really understand the value you provide, why work with them?

Or let’s put this in a more positive light. Find clients who truly understand your value. Get paid appropriately.

All the best,

Scott Martin

Holiday Copywriting Thoughts. Direct Response Copywriting Email Archive December 2018.

DECEMBER 2018

From the desk of Scott Martin, direct response copywriter, Aspen, Colorado.

Holiday Thoughts

It’s the holiday season, in case you’ve been hiding under a rock, and it’s the time of year when I have a few days NOT writing copy and not getting any communication from current or potential clients.

I’m fortunate to have many great clients and I’m fortunate to have communication from them. But it's pleasant to have a bit of a break, even though I love my work.

I know that many of you want/need more clients, more often.

This time of the year, I’m actually really busy, regularly waking up around 5 to catch a bus at 6:45 a.m. to be ready to teach skiing all day beginning at 9. It’s wonderful to have a ‘bonus’ career that complements and augments my ‘regular’ work.

I don’t know how or where you’re spending the next couple of weeks. I hope it’s a fun time and mostly peaceful.

But even though I’m busy and active, I’m thinking about what’s next for me in this upcoming year when it comes to copywriting.

Who do I want to work with? Which categories? What type of clients? Do I want to start selling my own stuff instead of helping clients? I've helped a lot of people generate a massive amount of revenue.

If there’s ONE thing I really want YOU to focus on in the upcoming months, it’s being more proactive instead of reactive when it comes to building and expanding your copywriting business.

In fact, and here’s something that might seem really controversial, if you’re getting going and you’re frustrated with stupid clients and bad work, I’d rather see you have some type of side job that keeps you solvent while you do two things …

One. Improve your portfolio with spec pieces. Create a product or service and write copy for that product or service.

Two. Make a point to start contacting great potential clients. This requires persistence, intelligence, and patience.

End the insanity of Upwork and Facebook groups and other platforms where grim potential clients offer nothing but slow payment, bad pay, and constant headaches.

Perhaps your next step is to find a full-time gig with an agency or with a company. This will provide you with some stability plus some valuable experience. Then, if you want the freedom that comes with freelancing, you have a sprinboard.

Then there’s one more thing. Make a point to read more about direct response copywriting and direct marketing next year. Want to know what I read? Click here.

Have a great holiday season.

And think about this thought from one of the world’s top direct response copywriters.

“There’s an ocean of work out there. And you’re a thimble.”

All the best,

Scott Martin

The Power of Clarity. Professional Copywriter Email Archive November 2018 2.

NOVEMBER 2018 2

From the desk of Scott Martin, direct response copywriter, Aspen, Colorado.

The Power of Clarity

Ask a bunch of direct marketers and direct response copywriters, “what’s the most important thing in direct marketing?” and you’ll get a lot of different answers.

The list. The offer. Proof. Testing. Headlines.

And so on …

All of the above must be there.

But here’s something you rarely hear. THE POWER OF CLARITY.

In the branding world, obtuse and obscure ads are still popular. I’m certain you can think of examples. These ads are clever and super-intelligent and there’s no way to determine their success or otherwise. That's exactly how people in branding want it. These ads often win prizes handed out by people are interested in producing obtuse and obscure ads.

But in direct marketing, we’re all about clarity … or we should be.

I routinely see direct marketing advertising where the benefits, features, and the offer are not totally clear. I work extremely hard on making sure my copy is totally clear.

The reader must INSTANTLY understand exactly what’s going on, and, most importantly, what’s in it for them when it comes to the product or service.

Look at my work for my clients and it might seem overly simplistic. I keep the headline clean and clear. I organize the copy so the scanner “gets” what is happening right away. And in the body of the copy, I make totally certain the reader fully understands what he/she will get in return for their money and/or information.

I get this desire for clarity from the work of Gary Bencivenga and Clayton Makepeace. Their copy is always crystal clear. You can easily find examples of their work online.

The next time you’re watching network TV, pay attention to the clever, obtuse, and obscure ads. You’ll see plenty of them. Then switch to QVC and you’ll see total clarity. At QVC, they measure their annual revenue in the BILLIONS. Look at other ads, direct or branding. Is everything extremely easy to understand?

Here’s a reason my copy resonates with potential customers and motivates them to try a product or service. CLARITY.

Before your ad goes live, ask yourself, “is everything totally clear?”

All the best,

Scott Martin 

Suspension of Disbelief. Direct Response Copywriter Email Archive November 2018.

NOVEMBER 2018 1

From the desk of Scott Martin, direct response copywriter, Aspen, Colorado.

Suspension of Disbelief

Quite a few writers and marketers have joined the list of people who receive these emails. Welcome!

Here’s a headline I recently saw in a newspaper. Not a tabloid or a downmarket newspaper … one of the world’s most respected newspapers.

How blasting worms into space could help slow down the aging process.

I imagine you’ll want some proof. Here you go.

It’s actually a legitimate article. You can see it here.

Scientists from the United Kingdom who are studying the impact of age believe they will gather important data from micro-worms. It appears these worms, when they are in zero gravity, will provide insight into energy production in the cell under rapid aging circumstances. People age faster in space. They also lose their eyesight and get taller.

Whatever might be happening, you have to admit this headline is totally bonkers. Let’s see it again.

Note the British English spelling.

How blasting worms into space could help slow down the ageing process.

Imagine what might happen if I wrote a headline like that for a client. The client would justifiably tell me there’s potential mega-trouble with the FTC and other government entities. The client would likely fire me from the project.

Yet that headline is actually an excellent example of a headline technique called ‘suspension of disbelief.’

You hear this technique every day in normal conversation. Examples ...

"I got the best steak I ever had at Denny’s last night."

"I was flying to New York in coach and the flight attendants decided to give us champagne."

"It was snowing in Miami the other day."

"Our flight to Miami was delayed due to ice ... in MIAMI."

"You won’t believe this, but I got the best deal on this really good Bordeaux … in the drug store."

Gary Bencivenga used this technique with this headline template.

Believe or not, this xxxxx is better/safer than xxxx ... plus provides these advantages.

Advantage 1. Advantage 2. Advantage 3.

I’ve seen other copywriters use suspension of disbelief but based on a pure lie. I’ll protect the guilty but here’s a version of a somewhat famous ad.

“Man with one arm and one leg wins Olympic record for shot put and discus in the same day … thanks to ‘secret’ strength technique that's available to everyone for a limited time."

Or …

“Lose 10 pounds every 14 days by thinking about beautiful women.”

Yeah, right.

I use the “believe it or not” headline periodically but here’s the most important part of the suspension of disbelief template.

It must be truthful.

For example, the headline from the newspaper is somewhat silly but the science and the facts actually make sense.

I’m going to have a hard time believing that Denny’s offers the best steak anywhere.

But I can believe it when an airline gets a little crazy and starts offering champagne … especially when there’s a photo from a friend.

There’s NO WAY a person with one arm and one leg sets records in the shot put.

Scallywag copywriters, and there are plenty out there, use suspension of disbelief and keep lying. That’s lazy copywriting.

Seriously good copywriters, like Gary Bencivenga, use suspension of disbelief to get your attention and then prove the premise in the headline. It can be a powerful direct response copywriting technique.

The key is research. Those scallywag copywriters are too lazy to perform the research. The top copywriters discover the suspension of disbelief headline in the research.

Worms or no worms.

All the best,

Scott Martin

Effective Ways to Find Copywriting Clients Part 7. Clients are Everywhere. Direct Response Copywriter Email Archive October 2018 3

October 2018 3

From the desk of Scott Martin, direct response copywriter, Aspen, Colorado.

The Most Effective Ways to Find Great Clients. Part 7.

Quite a few writers and marketers have joined the list of people who receive these emails. Welcome!

So … I see all these ads at the bottom of websites I visit.

So … I get a link to an internet marketing event with 12 speakers who are ALL Internet marketers.

So … I see a list of the top “up and coming” marketers in a business magazine.

So … I know a way to find out who is marketing online and how much they’re spending.

So … I see all these ads on Facebook.

So … I hear there’s a conference that’s replete with companies that sell dietary supplements.

So ... I hear there's a conference that's choc-full of financial publishing companies.

So … I look in my local newspaper and see a ton of ads. I look in the New York Post and see a ton of ads.

So … I see that The Denver Business Journal and The Charlotte Business Journal and every other Business Journal in the country has a list of the “Top 25 Advertising Agencies” and other complementary lists.

So … I see a prominent direct marketer on Linked In. He consults with marketing companies and I see all his connections.

So … what do I see?

CLIENTS CLIENTS CLIENTS CLIENTS CLIENTS CLIENTS CLIENTS CLIENTS CLIENTS CLIENTS

What are you seeing?

Right now, you’re seeing clueless Upwork clients who want the lowest possible price.

You’re seeing shoddy potential clients who come to Facebook groups looking, supposedly, for quality copy … and then you see a stampede of mendicants desperate to work for these awful clients.

You HAVE TO CHANGE.

I’m trying to instill a big change in how you think about finding clients.

Spend the next few hours and the next few days thinking about this. Let your subconscious start to figure this out for you. It will.

Let's go back to that list of 'Top 25' Advertising Agencies in those business journals. Guess what? They all need copy. I would BET THE FARM that no freelance copywriters EVER contact them.

All the best,

Scott Martin 

Effective Ways to Find Copywriting Clients Part 6. AWAI Bootcamp Review. Direct Response Copywriter Email Archive October 2018 2

October 2018 2

From the desk of Scott Martin, direct response copywriter, Aspen, Colorado.

The Most Effective Ways to Find Great Clients. Part 6.

AWAI Bootcamp This Week

Quite a few writers and marketers have joined the list of people who receive these emails. Welcome!

I’m not in Colorado right now. I’m in Delray Beach, which is one of my favorite places to visit.

But I’m not here for the AWAI Bootcamp which starts on Wednesday, tomorrow.

A client needed me to be in Palm Beach last week and the timing/travel didn’t work out for Bootcamp this year. But I’ve been to Bootcamp at least 6 times.

It’s a fun event and I love being in Delray. The main reason I used to attend Bootcamp was the opportunity to meet potential clients. Bootcamp includes a 3-hour meet and greet known as Job Fair. I also liked many of the speakers and I had the opportunity to have lunch with Herschell Gordon Lewis before he passed away. What an amazing guy and I'm a big fan of HGL. I really enjoy Bootcamp and part of me is sad I won't be there.

Job fair is a scrum at first but once things calm down, it’s a chance to meet over 40 potential clients. I’ve actually secured over $20,000 worth of work from the Job Fair over the years and met some potential clients.

At least 1/3 of the potential clients are part of the Agora empire. They’re not typically looking for freelancers. But they are quite often eager to find and hire apprentices. Here’s the deal with them. You move to Delray Beach or Baltimore and you earn about $40,000 a year with the potential for bonuses and big royalties. You get training from some of the world’s top copywriters. It’s a GREAT way to get started.

Not all the clients at Job Fair are great potential clients. Two of the companies I started working with turned out to be difficult and disorganized. One client told me I was terrible and my name is mud there ... I did everything I was asked to do. This same client told an assembled group he didn’t care about a copywriter’s website. That’s sheer lunacy. With another client, I had to fight to get paid after they decided not to run my promotion. And the owner of the company is a friend of mine.

And then I’ve had companies at Bootcamp be rude. It’s rare but it happens.

I saw some of the same faces year after year. They all need copywriters and they know I write copy and that I’ve had plenty of success. But they never return emails. Makes no sense. You’d think they would want to chat. But maybe they don’t like me. Whatever.

These are just part of the frustrations of the client-finding journey. I enjoy these frustrations because it means I’m making the effort to find great clients.

If you’re going to Bootcamp then I’m sorry I’m going to miss you. I really enjoy meeting fellow copywriters, with two notable exceptions. Let’s not go there. But I enjoy meeting other people in the trade … even when they are competitors.

A lot of copywriters find some great work at the job fair. I’m told the bar at the host hotel is a great place to meet clients. Is hanging out at a bar the greatest way to meet clients? I’m not sold on that one.

Are you going to find tens of thousands of dollars worth of work at Bootcamp? Maybe. I recommend you complete all of the spec assignments and follow up with potential clients you meet if you’re going. Definitely speak with the Agora people if you want to get into an apprentice program.

But the job fair at Bootcamp is, ultimately, a passive event. I want you to be active and aggressive. I want you to change your mindset and start contacting the clients you really want.

This means looking around at the landscape and starting to identify the companies who are advertising … the companies with great products … the companies who want to be successful.

When a company is advertising a lot, what does this mean? It means they need copy and people to write that copy and feed that testing beast. Just saying …

All the best,

Scott Martin

P.S. Speaking of mindset, have you seen the book about the growth mindset? You can read my review of this fascinating and inspirational book here. You'll also see reviews of books by HGL. 

Effective Ways to Find Copywriting Clients Part 5. Advice for Newbies. Direct Response Copywriter Email Archive October 2018 1

October 2018 1

From the desk of Scott Martin, direct response copywriter, Aspen, Colorado.

The Most Effective Way to Find Great Clients. Part 5.

My Advice to Newbies.

Quite a few writers and marketers have joined the list of people who receive these emails. Welcome!

Some copywriters who contact me are thinking about being a copywriter. Others are just getting going.

I’ve never had an established copywriter contact me for advice but I’d still give the same advice I’m presenting here.

In the past emails in this series, I’ve talked about being passive and waiting for work to come your way or being proactive and going to get the work you want. I’ve also talked about the importance of changing your mindset and thinking very differently about finding clients.

Today’s email provides another step on this journey.

The world today is replete with digital marketing agencies. It’s also replete with advertising agencies. No surprise there. A quick search for “Denver Digital Marketing Agencies” turns up a ton of results.

Take a look …

Just a few of the hundreds in Denver, the nearest city to me.

I rarely work for digital marketing agencies these days because I’m more experienced and I can command higher fees than digital agencies are usually willing to pay. But I still have digital and traditional advertising agencies contacting me periodically and I’m happy to help them, provided the fees are there.

But when I was just getting going as a direct response copywriter, I sought out digital agencies. Why? Because I knew they had to have copy. The pay wasn’t stratospheric but it was good enough PLUS I gained valuable experience and built my portfolio. The head of the agency provided super-valuable training.

Need work? Then start contacting digital advertising agencies right now.

You need a couple of things.

One. A website. It doesn't have to be exotic but it needs to be solid. Two. Samples. Just getting started? Make up an imaginary product or create your own information product and start writing copy.

You’ll need to contact these agencies by phone, email, Linked In, or through their websites.

When you contact them, one of three things will happen.

One. You’ll be totally ignored. Keep pounding away with polite persistence. Two. The agency will ask to see samples. Provide these samples and follow up with polite persistence. Three. They will ask you to work on a couple of minor projects. Get going but don't undersell yourself.

Yes … you’re going to have to sell. You’re a copywriter. You’re in sales.

Just remember … there’s huge opportunity out there.

A quick search for “number of advertising agencies in the US” provides me with the number … 120,000. And THEY ALL NEED COPY.

Rejection? It’s no fun. People who never reply to messages? They’re no fun.

But just a little digging around will produce some results. You MUST be persistent. And once you start getting results, which you will, you will no longer be relying on Upwork, message boards, classifieds, and other passive ways to get (really bad) work.

I’m not afraid to contact advertising agencies. Some of the projects can be lucrative.

Is your thinking starting to change?

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Don’t Plagiarize.

I came across a copywriter’s website the other day. The copywriter had blatantly stolen copy from my Linked In description. Don’t do this.

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Are you stylistically elastic?

I recently wrote a letter to my local newspaper. The letter is below.

Editors:

It was exciting to read that the American Planning Association named our pedestrian mall “One of America’s Great Public Places.”

Not to rain on anyone’s parade, but the list is not exactly exclusive. Florida alone garnered 10 citations.

Who is complaining? Not me, not yet, as I sit quietly on a bench on the mall, 34 yards from Wagner Park. I see the daily charge of canines toward the Rugby field. I relish the views. I see children organizing rubber duck races in the ersatz rivulets. I work on my laptop and send instant messages to friends in lands not cited by the American Planning Association as “One of America’s Great Public Places” and ask them how long they spent in traffic that morning.

All is well until I smell something, a combination of rancid gerbil vomit, untreatable halitosis, malfunctioning diesel engine exhaust, my smelliest socks ever, canine diarrhea, the Baton Rouge municipal landfill, freshly-squeezed anchovy juice, platypus flatus, and the weapons-grade BO from the 345-pound traveler in seat 38F when I’m in seat 38E for a 10 hour flight to Dubai.

The olfactory offense comes from the person on the adjoining bench who decides to smoke a cigarette. Said puffer renders any awards from the American Planning Association completely irrelevant. The smell I just described, in perhaps the longest sentence ever printed in The Aspen Times, before this one, wafts over me and “One of America’s Great Public Places” becomes one of its worst.

If the powers-that-be are keen to maintain the beauty of the pedestrian mall areas, then, perhaps, they will ban smoking and march the puffers to Rubey Park where it’s PERFECTLY OK to smoke within 7 inches of the signs that read, “No Smoking Within 25 Feet of This Sign.”

Yours, etc.

Scott T. Martin

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Would I write direct response copy like that? No. The copy I write for my clients is totally different. One of the skills you gain as you write more is stylistic elasticity. Direct response copy must be simple, clear, and direct.

Effective Ways to Find Copywriting Clients Part 4. The Raw Folly of Online Copywriter Groups. Direct Response Copywriter Email Archive September 2018 3.

September 2018 3

From the desk of Scott Martin, direct response copywriter, Aspen, Colorado.

The Most Effective Way to Find Great Clients. Part 4.

Groups ... The Good, The Bad, and The Ugly ...

Quite a few writers and marketers have joined the list of people who receive these emails. Welcome!

I'm a member of several Facebook groups dedicated to copywriting. I'm also in some Linked In groups.

There’s quite a bit of action in the Facebook groups, with quite a few clients looking for copywriters. I’ve contacted some of these clients and it’s always been a waste of time. D-grade clients looking for cheap work but expecting A-grade work. In fact, I saw a former client looking for copywriters in one of the Facebook groups. This client was disorganized and not that good a marketer. Good luck to him.

Last week, on a Facebook group posting, I saw some advice that was totally wrong. So I wrote a post saying, “that advice was totally wrong.” The moderator lambasted me for criticizing the advice and the person giving the advice. What am I supposed to do? Say something is great when it's clearly awful?

So there are two things happening in those groups. Bad clients. Bad advice.

I’m writing a book about copywriting and it’s close to being ready for a publisher. It’s a book for copywriters. There’s a section about who to follow and who to listen to. You MUST be extremely careful. There’s a TON of really bad advice out there from people who have never actually written much copy.

You’ll find more serious people and more serious groups on Linked In. Not a huge surprise, perhaps. So let me ask you a question. How active are you on Linked In? It’s a great place to find clients. I’m not going to give away my Linked In secrets but, remember, the goal of this series is to get you thinking differently about finding clients so you don’t rely on those Facebook groups and other really bad sources.

So your homework this week is cruising around Linked In and also looking for information about how to make the most of this powerful tool. There’s a lot of free information out there about making the most of Linked In. Read it.

You’ll start to think differently about finding the right clients … and contacting them.

As promised, here are my thoughts about choosing a niche.

In one niche, in a sport, I’m probably the #1 copywriter. And work in this niche is about 30% of my revenue. But I also write in health, financial, and biz-opp. In fact, I’ll pretty much write anything for anyone, provided the company and product are all above board.

Let’s say you decide to work in just one niche … health. There’s plenty of work in that niche but you may end up limiting yourself because one company won’t want you working for the competition. Ditto for financial publishing.

When I started writing copy full-time, I sought out advertising agencies and digital marketing agencies. One day, I was writing for a plumbing company. The next day, I was writing to sell information about Australian real estate investing. I like this variety.

There’s something to be said for being the #1 knee surgeon on the planet. You might find some joy if you ultimately become the #1 financial copywriter but it will be a long road getting there.

But if you look at the careers of the most successful copywriters, they have NOT limited themselves to one niche. Study them and you’ll see what I’m talking about. A bit more homework there for you.

As you start to think differently about finding clients and you become more active instead of passive, think about finding clients who really value copy and copywriters. If you’re going to pursue a niche, think more about the client and not the actual niche itself.

I'm updating my database of 2,000 current clients and and I'm simply asking, "will this be a good client if we work together?" I'm not concerned about the niche.

All the best,

Scott Martin