5. Keep your head out of the sand.

It’s no coincidence that some of the best copywriters in the business have eclectic tastes and varied interests. When they’re not hunkered down on the job, sequestered under tight deadline pressure, they’re taking in all that life has to offer as both spectators and participants.

They’re bookworms, moviegoers, sightseers and pop culture junkies, people with insatiable appetites for news and information. They’re social butterflies, night owls and day-trippers, free-spirited individuals who are curious by nature.

They read everything from best-selling business books to celebrity gossip blogs.

They watch everything from game shows to talk shows, Mad Men to Desperate Housewives, sitcoms to soap operas, reality TV to Glee.

They do everything from hiking and biking to attending concerts, fundraisers, sporting events, museums and the theater.

They try almost anything from newly opened restaurants to ridiculously offbeat adventure vacations.

The bottom line is that to be successful as a copywriter over the course of a career, you can’t be reclusive and introverted. You need to have a breadth of knowledge and experience in order to write about a broad range of topics and issues. You need to keep your head out of the sand and your fingers on the pulse of what’s happening in the world today.

This is the fifth in a 10-post series on how to succeed as a copywriter. Over the course of the next few months, I’ll publish the balance of the series, one post at a time (not necessarily consecutively), here on my blog, A New Marketing Commentator. Please stay tuned. And if you have any feedback on this series for me, please don’t hesitate to leave a comment or click “like” below. Thanks.

Previous Posts in This Series

10 Ways to Succeed as a Copywriter, Part One
Dare to be different.
10 Ways to Succeed as a Copywriter, Part Two
Care deeply about results.
10 Ways to Succeed as a Copywriter, Part Three
Walk in your readers’ shoes.
10 Ways to Succeed as a Copywriter, Part Four
Develop strong presentation skills.

4. Develop strong presentation skills.

It’s one thing to be able to write well. It’s quite another to be able to present your work with the utmost confidence and conviction. But some of the most successful copywriters I’ve met over the years have had as much command of the spoken as the written word.

Those with strong presentation skills are more effective in selling their work to both their colleagues and clients. They’re also given more opportunities to attend important meetings, speak at conferences and assume positions of leadership.

If you’re uncomfortable speaking in front of an audience, consider  joining Toastmasters International, a nonprofit educational organization that helps people improve their public speaking, communication and leadership skills. 

As I wrote here on this blog more than six years ago (May 17, 2004)…

Back in the day, one of my dreams was to hone my public speaking skills to the point where I could lead seminars and speak at conferences and industry events about direct marketing and creativity. At the time (in the late ‘80s), the extent of my public speaking opportunities was only a couple of wedding toasts — admittedly, fair to middling “best man” mumbo jumbo — so if I was ever going to make it to the big leagues, I knew I needed to take more swings of the bat. I knew I needed Toastmasters. That was then. Now, looking back, I can unequivocally say that more than five years of experience as a Toastmaster — including two stints as club president and more than several rounds of speech contests — went a long way toward changing my life, instilling in me the confidence and skills necessary for all the speaking I do nowadays part and parcel of my career.

There’s no question that I enjoy my role as a professional copywriter. But I also take pride in my abilities as a presenter. Developing my own skills as a public speaker was one of the best things I’ve done for my career so far. Being able to present has not only helped me sell my own work, it’s helped me enhance my personal brand and led to countless opportunities I wouldn’t have had otherwise. 

To view Bob’s speaking history, click here.
To contact Bob, click here.

This is the fourth in a 10-post series on how to succeed as a copywriter. Over the course of the next few months, I’ll publish the balance of the series, one post at a time (not necessarily consecutively), here on my blog, A New Marketing Commentator. Please stay tuned. And if you have any feedback on this series for me, please don’t hesitate to leave a comment or click “like” below. Thanks.

Previous Posts in This Series

10 Ways to Succeed as a Copywriter, Part One
Dare to be different.
10 Ways to Succeed as a Copywriter, Part Two
Care deeply about results.
10 Ways to Succeed as a Copywriter, Part Three
Walk in your readers’ shoes.

3. Walk in your readers’ shoes.

In Stephen R. Covey’s best-selling book, The Seven Habits of Highly Effective People, Habit #5 is “Seek first to understand, then to be understood.” Well, that’s also one of the habits of highly effective copywriters. They seek first to understand everything they possibly can about their audience before they even begin to attempt to be understood themselves.

Yes, the more you know about your customers and constituents, the easier it is to make a potentially valuable connection with them.

Unfortunately, that’s much easier said than done.

Tight schedules and small budgets often supersede any opportunity to look closely at the demographics – and psychographics – of those whose attention you covet. But that doesn’t mean you can’t find out what makes them tick.

What you really want is the chance to hear directly from customers, prospects, donors or stakeholders, people who can provide you with credible, honest feedback about your client’s products or services. That’s where a focus group can be a big help (if it’s an option).

There are plenty of other ways to research your audience, though. Call them. Email them. Google them. Learn as much as possible about them – age, gender, income, location, likes, dislikes, idiosyncrasies, so on and so forth.

Are your readers on Facebook, Twitter or LinkedIn? What about the blogosphere? Wherever they hang out, use social media to find them, then walk in their shoes. The more you understand them, the easier it’ll be for you to speak their language and help them understand why they should be doing business with your client.

This is the third in a 10-post series on how to succeed as a copywriter. Over the course of the next few months, I’ll publish the balance of the series, one post at a time (not necessarily consecutively), here on my blog, A New Marketing Commentator. Please stay tuned. And if you have any feedback on this series for me, please don’t hesitate to leave a comment or click “like” below. Thanks.

Previous Posts in This Series

10 Ways to Succeed as a Copywriter, Part One
Dare to be different.
10 Ways to Succeed as a Copywriter, Part Two
Care deeply about results.

2. Care deeply about results.

While being able to exhibit a high degree of creativity may be important to the success of a copywriter, achieving the highest possible ROI is usually imperative, certainly in direct marketing, the industry in which I earn my livelihood.

My brethren and I work with the understanding that the purpose of most campaigns is to promote sales of a product or service, not the copywriter’s ability to turn a clever phrase. It’s nice to win awards. But what really counts is winning over your audience, those who are hopefully hanging on your every single word.

Yes, what the most successful copywriters really care about is convincing those on the receiving end of their communications to take action in some way, shape or form such as picking up the phone, filling out a form, clicking on a link or passing the word along to a friend. What they want more than anything are leads, orders, referrals and repeat business.

But that’s not to say good creative and great results have to be mutually exclusive. In fact, many times they go hand in hand.

For instance, in the early ’90s, I wrote a direct mail package for Science News magazine that featured the following teaser on the outside envelope…

Electricity so powerful it shocks a heart-attack victim back to life…

Whales so hungry they take a bite out of the beach…

Grasshoppers so smart they change coats to beat the heat…

And other things that will make you go “hmmm”…

Including that last line – the name of a well-known hit song by C+C Music Factory as well as an expression that late-night talk show, Arsenio Hall, used in his monologues – on the envelope was a demonstration of creativity that more than paid off. After all, this package brought in literally thousands of subscription orders during the few years it reigned as a control for Science News and was eventually honored by the New England Direct Marketing Association with a first place award. 

This is the second in a 10-post series on how to succeed as a copywriter. Over the course of the next few months, I’ll publish the balance of the series, one post at a time (not necessarily consecutively), here on my blog, A New Marketing Commentator. Please stay tuned. And if you have any feedback on this series for me, please don’t hesitate to leave a comment or click “like” below. Thanks.

Previous Posts in This Series

10 Ways to Succeed as a Copywriter, Part One
Dare to be different.

My first job out of graduate school many years ago was as a copywriter for RCA Direct Marketing in New York City. And the rest, as they say, has been history.

Since that first exciting stint writing about the most popular records (yes, vinyl) and tapes (yes, cassettes and eight-tracks) of the day, I’ve written about an incalculable number of different products and services. As I wrote in the preceding post here on A New Marketing Commentator…

I’ve written copy to help promote everything from business cards to books, healthcare to software, insurance coverage to investment advice, magazines to music, travel to tuxedos and much, much more.

I’ve also written direct response fundraising copy for dozens of charitable organizations (which, by the way, has been some of the most satisfying work I’ve done over the course of my career so far).

I may have worked for a number of different companies, developed new skills and taken on new responsibilities – such as creative direction, public speaking and social media – along the way, but I’ve also stayed true to my roots as a copywriter. 

And after all of these years writing headlines and subject lines, direct mail packages and email blasts, blog posts and brochures, teasers and tweets, I’ve been able to draw a handful of conclusions about what it takes to succeed as a copywriter.

So with all of that said, here’s the first in a series of “10 ways to succeed as a copywriter”…

1. Dare to be different. To earn a living as a copywriter, you have to be a good writer. That goes without saying. But what’s almost just as important to your success is your ability to think creatively.

Copywriting is not for the conformists and traditionalists among us. It’s a job for those who are willing to take chances and who understand what Pablo Picasso (1881-1973) meant when he said, “Some painters transform the sun into a yellow spot; others transform a yellow spot into the sun.” 
 
To stand out among the clutter and competition, your work has to reflect a high degree of originality and inventiveness. It can’t be the same old, same old. It has to be new or improved, first time, every time.

Copywriting is for the right-brained and open-minded, those who aren’t afraid of being judged for their idiosyncrasies and foibles. It’s for those who like to read such books as Seth Godin’s Purple Cow, Spencer Johnson’s Who Moved My Cheese? and Roger von Oech’s A Kick in the Seat of the Pants. It’s for people who like to listen to everything from Lady Antebellum to Lady Gaga. It’s for well-rounded people with diverse tastes and interests, people who have no problem whatsoever looking at something from someone else’s perspective.  

This is the first in a 10-post series on how to succeed as a copywriter. Over the course of the next few months, I’ll publish the balance of the series, one post at a time (not necessarily consecutively), here on my blog, A New Marketing Commentator. Please stay tuned. And if you have any feedback on this series for me, please don’t hesitate to leave a comment or click “like” below. Thanks.

As much as I’ve been using social media for business lately, copywriting — writing, period — has always been my stock in trade. Over the course of my career so far, I’ve written a countless number of direct mail packages, ads, brochures, inserts, flyers, web pages, emails and tweets for a multitude of both B2B and B2C clients.

I’ve written copy to help promote everything from business cards to books, healthcare to software, insurance coverage to investment advice, magazines to music, travel to tuxedos and much, much more.  

I’ve also written copy to help dozens of charitable organizations raise funds. And honestly, as much as I enjoy writing about almost any product or service, some of the most satisfying writing I’ve done is included in my portfolio of nonprofit fundraising work.

Yes, there are many reasons why I like writing copy for nonprofits. Here are just three…

Three Reasons Why I Like Writing for Nonprofits

1. It puts life in perspective. The more you write copy about those who are less fortunate than you, the more you tend to count your own blessings. Writing copy for nonprofits helps me keep my priorities in order and learn not to take anything for granted.

2. It comes straight from the heart. You can’t write effective fundraising copy unless you care deeply about your client’s cause. It’s emotional. It’s real. It’s one of the best opportunities a copywriter will ever have to express his or her feelings on the job about some of life’s most important issues.

3. It makes a big difference. Whether it’s for a nonprofit or not, it feels good to connect with others in writing, to receive a favorable response to what you have to offer. But it’s especially rewarding to know that your copy is actually helping to change lives.

Bob Cargill is a copywriter, creative director and social media consultant who helps brands (both nonprofit and commercial) to strategize, develop and implement successful new marketing programs. To contact Bob, click here.

On July 2, 2009, I published a list — a “retrospective,” if you will — of some of the posts I had written about social media in the last year. And now I’d like to share with you a similar list of the best (in my humble opinion) of what I’ve posted here on this blog, A New Marketing Commentator, in the last 12 months.

Over the course of the last year, I’ve tried to post something new once a week. But, for a variety of reasons, that’s not always been possible.

Yes, I’ve been helping clients with their own social media programs. And, as Cargill Creative, I’ve been hanging out on Twitter and Facebook, too. Finally, I’ve been keeping very busy as a copywriter, creative director and public speaker.

Of course, it should go without saying that I also spend as much time as possible — always — with my wife, Barbara, and two sons, Scott and Ben.

I’m proud, though, of the fact that I started this blog (as A Fine Kettle of Fish) way back when…on February 17, 2004. And even though I put it on “hiatus” on May 10, 2006 till July 2, 2009, I’ve been doing everything I can to keep it going, putting into written words my perspective on the latest trends, developments, topics and issues in the industry in which I earn my livelihood.

So with all of that said, I hope you enjoy the following posts (if you haven’t read them already). As always, I appreciate your interest in what I have to say…

How to Make People Like You on Twitter (July 21, 2009)
Preview… If you’re one of the millions of people using Twitter to share what’s on your mind, you know what a challenge it is to stand out among the crowd.  To some, Twitter’s a cocktail party. To others, it’s a soap box. But to the majority of its users, Twitter’s more like an uncontrollable scrum in which everybody is competing for a greater share of the discussion.

To read the rest of How to Make People Like You on Twitter, click here.

Lance Armstrong, My Wife, the Yellow Wristband and Twitter (August 3, 2009)
Preview… Having won the Tour de France a record-breaking seven consecutive times (1999-2005), Lance Edward Armstrong went a long way – literally – toward winning the world over for his athletic prowess once again when he finished third this year in the prestigious, 2,200-mile, 23-day bicycle race.

To read the rest of Lance Armstrong, My Wife, the Yellow Wristband and Twitter, click here.

Social Media is a Team Sport, Not a Solo Act (August 10, 2009)
Preview… As someone who spends the better part of his days – and nights, too – either reading about, talking about or working with social media, I can speak from experience when I say that as much fun as it is to spend so much time on blogs, Facebook, Twitter and other such online communications platforms, to make that time pay off is no easy task.

To read the rest of Social Media is a Team Sport, Not a Solo Act, click here.

GM’s Satisfaction Guarantee Offer: Good Faith, Great Marketing
(October 19, 2009)
Preview… I can’t tell you how happy I was to hear that General Motors was giving customers (specifically, “eligible buyers” of new Chevrolet, Buick, GMC and Cadillac vehicles) a 60-day satisfaction guarantee.

To read the rest of GM’s Satisfaction Guarantee Offer: Good Faith, Great Marketing, click here.

 
The Black Door, Bravery and Social Media (November 30, 2009)
Preview… Let me tell you a story.  It’s a parable that’s been around for a long time. It’s about a spy who had been captured and sentenced to death by a general of the Persian army. The general, however, permitted the condemned person to choose between the firing squad and the black door.

To read the rest of The Black Door, Bravery and Social Media, click here.

The Importance of Character in Social Media (December 28, 2009)
Preview… By now, most people involved in marketing, advertising and PR have put aside any skepticism they may have had about social media and are using such online communications vehicles as blogs, Twitter, Facebook and YouTube to reach out to and engage with others.

To read the rest of The Importance of Character in Social Media, click here.

10 Ways to Succeed in Social Media, Parts 1-10 (May 10, 2010)
Preview… If you’ve been reading my blog for a while, you already know about the  ”10 Ways to Succeed in Social Media” series of posts I started writing on January 13 of this year and recently concluded on April 5. But what you wouldn’t know is how much I’ve been looking forward to stringing these posts together into one exhaustive guide on how to communicate effectively via the blogosphere, Facebook, Twitter, LinkedIn, YouTube and other such Internet-based platforms.  

To read the rest of 10 Ways to Succeed in Social Media, Parts 1-10, click here.

50 Reasons Why I Like Twitter (June 9, 2010)
Preview… I joined Twitter on May 8, 2008, a little more than two years ago. And since then I have tweeted 2,680 times – and counting.

To read the rest of 50 Reasons Why I Like Twitter, click here.