Posted by: Carline Anglade-Cole
December 30, 2008
Issue 578

10 ACTION TIPS to BOOST your copywriting success – even if you’re not working on an Oprah promo!

One of the highlights of 2008 was the opportunity to write a direct mail promo for Oprah’s newest book, O’s Big Book of Happiness.

As a freelance copywriter for the past 10 years – I’ve dealt with my share of “drama” – but nothing – I mean, NOTHING compared to the red tape and hair-pulling experience graphic designer Lori Haller and I dealt with  the team members of a megastar like Oprah. For example …

… The approval process involved three different companies (and creative teams)… turnaround time was long … and the changes seemed endless.

But, looking back – it was all worth it. The experience was valuable … all the team members were satisfied with the final product … and I get to be on the “short list” as one of Oprah’s copywriters! Woo hoo!

The experience also reminded me of some important lessons just about every copywriter can benefit from. I shared these 10 tips in the recent AWAI 2008 Fast Track to Success Boot Camp – and I’m certain they can help you too – even if you’re not writing for Oprah:

Copy Tip #1
Don’t skimp on the research!

I received boxes of background info and research – over a thousand pages of manuscripts, past books and previous promos. And yep – I READ IT ALL.

And I taped every episode of Oprah’s talk show as well as O’s Big Give series. Why? Because you never know where you’ll find a nugget that can lead to your headline and big idea!

Copy Tip #2
Create your personal “focus group”

Tap into the knowledge of friends & family who buy the product you’re promoting. My “Oprah group” were ladies at my hair salon. They reviewed my copy and pointed out hot and exciting areas – as well as dull spots in my copy!

It’s especially beneficial to create a home focus group when you’re working on a project you personally don’t have experience in. For example, I create focus groups to help me on prostate or male potency supplement projects.

You can do it too. Most of the time, all you need is a safe environment, food and a listening ear!

Copy Tip #3
Always have more than ONE headline ready!

I knew I would only have one test panel for Oprah – but that didn’t stop me from creating several headlines. And that foresight really saved my butt!

Near the end of the project, I got an e-mail saying one of the approval companies nixed my original headline. No problem! I pulled out headline #2 and we continued to rock and roll!

Copy Tip #4
Write hundreds of KILLER bullets!

Bullets keep your copy momentum in high gear. Create hundreds of them – and spread them throughout your promo to keep your copy from feeling too dense and heavy.

Here’s an easy formula for writing bullets: First sentence = mini headline. Second sentence supports first sentence with facts, statistics and other forms of credibility. For example:

• How women slash their risk of cataracts by 77%! Tufts University reveals simple – and highly effective – remedy you can use RIGHT NOW!

Copy Tip #5
Create sidebars to “hook” your market!

I chose quotes and articles from the Oprah archives to pull the emotional strings of my target market.

Most folks don’t read your promo from start to finish. They usually scan to find something that interests them. Create sidebars that “hook ‘em” and reel ‘em in!

Turn an interesting statistic, quote or idea into a sidebar. Vary the length and size of sidebars to keep the promo looking interesting.

Copy Tip #6
Don’t be afraid to ASK!

Initially, the only premium available for the project was a traditional Oprah designer tote.

I asked “why?” And the client answered, “because that’s what we always offer.”

I suggested adding special reports to the mix – and explained to the client the perceived value of receiving all those FREE gifts.

The client had never tried it before – but agreed to let us go for it!

Lesson learned: Never be afraid to ask – or even challenge conventional wisdom!

Copy Tip #7
Work as a TEAM

Keep your designer in the loop. Lori knew where I was headed with the package WEEKS before she saw the final draft.

That gave her time to brainstorm creative ideas before the design clock starts ticking. We stayed “in sync” throughout the entire creative process – and that helped us keep our cool – and sanity!

Copy Tip #8
Be willing to accept crits and make changes to the copy – but don’t roll over and play dead!

As the copywriter, you need to remain in control of the entire creative process.

If you disagree with a suggested change – speak up – and explain your reason! Aim for a win-win solution.

Copy Tip #9
Promote yourself!

Remember: Every job is a set-up for ANOTHER job.

Be professional. Show enthusiasm. Your current client will appreciate it and decide to hire you for another project.

Use your current promotion to get NEW clients. I talked up the Oprah job on my website MONTHS before I started writing the package.

When I had a sample – I made it available as a FREE downloadable file to visitors on my website as well as my CopyStar e-zine readers.

Can you imagine how much exposure and publicity Lori and I got just by saying we “work with OPRAH!”

Copy Tip #10
Have fun!

You gotta be excited about every project you take on. That way you can allow your enthusiasm to OOZE in your writing!

For Oprah – Lori and I stayed on the phone for hours brainstorming ideas. I got my entire family and many friends involved with the project – and they loved it!

I even wrote Gayle King a letter and mailed her the final promotion! Haven’t gotten a response YET – but you never know …!

To paraphrase a wise saying: Make it a point to love what you do – and you’ll never work another day in your life!

Here’s to Creating Success Your Way!

Carline Anglade-Cole
Guest Contributor
THE TOTAL PACKAGE

P.S. I just want to take this opportunity to thank Clayton and Wendy Makepeace and the entire Total Package family. It’s a pleasure contributing articles to such a phenomenal organization. I’ve seen personally how this e-zine helps copywriters boost their skills, talents and income. Reading TTP regularly gives you the ultimate MASTER’S degree in persuasive writing. You guys are doing a kick-butt job and us copywriters really appreciate it! Smooches!

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12 Comments »

1. Comment by Chris Lake — December 30, 2008 @ 10:29 am

   Great job on the Oprah project, Carline. Now you’ll have to decide whether 2008 was the “Year of Oprah” or “Year of the Copystar Bootcamp”! Thanks for all the good advice you give us. Now I’m off to work on #1, #9, and #10…

   Chris

2. Comment by Deb Holder — December 30, 2008 @ 11:20 am

   Great job, Carline! Thank you for sharing your wisdom and success with us. Congratulations!

3. Comment by Ed Stutzman — December 30, 2008 @ 12:35 pm

   Carline,

   I always rush to see your latest post. Great job, as always.

   By the way, anyone who collaborates with their clients online but could never afford web conferencing should really take a look at this: http://www.ceovitality.biz

   There’s a special Learn More page that outlines all the value in this special, never before offered software suite. It’s a copywriter’s dream for online marketing and collaboration.

   Happy New Year Everybody!

4. Comment by Caleb Osborne — December 30, 2008 @ 2:28 pm

   Carline!

   You are the woMAN!

   Later
   Caleb

5. Comment by Michael Kent — December 30, 2008 @ 8:50 pm

   Great advice. I couldn’t of said it better myself.

6. Comment by Gabor Wolf — December 31, 2008 @ 8:25 am

   Carline, great tips, thanks! My favourite: tip 5, sidebars - we never use enough anyway.

   QUESTION:

   Can you / will you publish the completed promotion here? I’d love to see your product!

7. Comment by Kammy — December 31, 2008 @ 9:45 am

   Carline,

   How long did the project take from when you accepted to final promo?

8. Comment by Jean — December 31, 2008 @ 11:43 am

   Thanks for the tips and reminders - and the revelation that working with a “star” client was a difficult process!
   Happy New Year

9. Comment by Carline — January 1, 2009 @ 10:25 am

   Kammy,
   I wrote the promo for Oprah in April 08 and it mailed in Sept 08.
   Carline

10. Comment by Marcelino Latorre — January 1, 2009 @ 12:06 pm

    Thanks Carline, your the best!

    Hope your holiday’s were filled with smiles :)

    Your post was a slam as usual!

    -Marcelino Latorre
    Fundraiser/Copy-Slammer
    787-549-3567

11. Comment by Christopher — January 1, 2009 @ 9:36 pm

    Wow Carline, I’m impressed for just the research alone. You had to have fast forwarded through all the commercials or you would still be working on that project. Thanks for the words of wisdom and I’m sure that you are #1 on Oprah’s short list.
    Thank you Clayton and Carline for this post. Lots of good information as usual for a newbie like me!

12. Pingback by Resolve to Learn To Write Better! | Newbie on the Net Blog — January 3, 2009 @ 11:02 am

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