7 Things I Love and Hate
About Working With Copy Cubs
I don’t know how it happened.
One day I was minding my own business working solo as a copywriter and the next day – BAM!
I became a “copy mama” – to not ONE but 10 copy cubs! Working with these junior writers on inserts, website landing pages, e-zines and premiums has taught me a lot.
And if you’re ever in the position to copy chief a writer, hopefully reading about my trials and tribulations will help you out.
But this article is really for the copy cubs – the future Clayton Makepeaces of the world. If you have the opportunity to work and learn from a copy chief, be aware of some of these 7 common pitfalls and rookie mistakes.
#1: Don’t take it personal: I hate your copy – not you! I’m actually a very nice person. But, I’ve been told I can be brutal with crits. What can I say – Clayton was my copy chief! Blame it on him. Actually, THANK anybody who’s willing to be completely honest and frank about your copy – you’ll be a better writer if you just learn to take the punches.
So don’t take crits personally. You’re going to hear what’s wrong with your copy and get suggestions on how to fix it. So words like “weak,” “sucks” and “you’re boring the crap out of me” refer to your copy – not your personality.
One time Clayton gave me a crit that said – and I quote,
“You write like a F*%@!ing GIRL!”
My reply: “I AM a girl!”
My error: I was writing for a male potency product. You just don’t want “girliness” sneaking into that kind of copy!
#2: I don’t care ‘bout no stink’n excuses! You probably became a copywriting because you want freedom to work your own schedule and flexibility to take time off whenever you want. Hey, that’s why I got into this racket!
However, your copy chief doesn’t give a squat that your kid is the star in the school play and you stayed up all night making costumes for the entire drama class! Especially if that’s the excuse you’re giving for why your copy sucked!
No matter how friendly you are with your copy chief. Remember: She’s still your boss. Don’t cross that fine line – it’ll bite you in the butt!
#3: They don’t call it DEADline for nothing! Always ask for a deadline – and make sure you beat it! You impress the heck out of your copy chief and client when you deliver ahead of schedule. You tick them both off when you blow your deadline.
If you see a conflict on the horizon and you can’t make your deadline – let your copy chief know immediately!
#4: Don’t over promise! Most junior writers want to get their foot in the door so they promise just about anything to get the assignment (I’ve been guilty of that many times myself). I asked a cub to deliver one issue of an e-zine a week. She told me and the client she could produce two issues a week. She has yet to deliver on that promise – so it looks like she’s slacking off.
A better scenario would’ve been to promise one good issue and then deliver two! On the weeks she only produces one issue, nobody’s upset. But on the weeks she turns in two issues – she impresses the heck out of me and the client!
#5: No “pre-drafts” – PuLEEZ! Avoid this “kiss of death” statement: “I know the copy is not good yet, but I want you to take a look at it before I put in the final touches.”
Copy chief translation: You think this is good copy but you’re covering your butt in case I don’t like it.
Bottom line: Don’t send in copy you don’t think is great. Also don’t turn in copy with typos and other blatant errors. You’re wasting your copy chief’s time and she’ll be really mad at you! Don’t worry, if your copy sucks – your copy chief will be the first to tell you about it – and QUICK!
#6: Shut up! When receiving crits, fight the urge to explain yourself unless asked. It’s very annoying. Just shut your pie hole and listen. If you need clarification, wait until an appropriate time and ask for it.
I recently had an experience of working with a junior writer who is a very personal friend of mine (ok, the truth is, I SLEEP with him). We worked on a premium for controlling blood pressure. Every crit I gave, he felt compelled to explain and rationalize. Well, before that project was over, I fired him. I figured it was better to keep the 23-year marriage than to train another copywriter.
#7: No one’s out to get you – it really is TEAMWORK! Your copy chief is not the enemy. The goal of your team is to deliver the best copy possible so the client will make lots of money and he’ll hire you again. If your copy chief does her job right, everybody wins.
One of my cubs, I’ll call him “John” (because that’s his name) sent me a memorable gift after we completed a 12-page insert for a health newsletter. Obviously I used one particular word to crit his copy fairly often.
He sent me a rubber stamp with the word, “LAME!” printed on it along with a “thank you for beating me up” note. By the way, that insert was a major winner for our client and John has a success story he now pitches to other prospects!
#8: I know I said “7” but keep reading – this one’s probably the best advice yet…Find your own style! Imitation may be a form of flattery but imitating the style of ALL the great copywriters in the world in one sales letter is a recipe for disaster!
Develop your own writing style – and master it. For example, some copywriters are experts at going for the jugular – grabbing the prospect by the throat until he says “ok, I’ll buy!”
These guys can slice and dice their words to create the intensity needed for that type of high impact sale. If you’re more of a “warm and fuzzy” writer and you try to emulate the cut throat style – you’re going to sound corny, hokey and fake.
Remember: There are many ways to write convincing copy. Feel free to steal from the master copywriters but blend in their knowledge to create your own style.
Copy chiefing has turned out to be one of the hardest jobs I’ve ever done. In fact, I’ve pulled out locks of my hair and swore I would never do it again! However, it has also been very rewarding. I’ve learned to:
- Guide copy without destroying the vision of the writer.
- Better organize thoughts to maintain momentum in the sales
- Deal with multiple personalities and try to bring out the best in each one of them!
This knowledge has helped me tremendously in my own copywriting projects and dealings with clients.
Where are Carline’s Cubs now?
Five of my “cubs” have left the nest and are successfully pursuing their copywriting dreams. A few still keep in touch but I figure they’re just too busy to talk to “mom”.
One has found her passion as a graphic designer and has already broken into that field.
Two just couldn’t cut it – but hopefully the lessons learned will prove beneficial in life and other careers.
One still regularly works with me and I’ve got high hopes for her.
And the bad boy I had to fire after the first job? Well, I may give him another chance later down the road. He’s actually a pretty good writer – and he’s got a soft spot in my heart. If only he would remember rule #6!
Here’s to Creating Success Your Way!
Carline Anglade-Cole
Guest Contributor
THE TOTAL PACKAGE
Carline Anglade-Cole writes multi-year controls in the alternative health field for clients including Healthy Directions, Health Resources, True Health, Soundview Publications and Sun Chlorella USA. She also provides phone consultations and “mini-boot camps”. Put her 20 years of direct mail experience in mailing list strategies, new product development and creating kick-butt controls to work for your company!
Contact Carline directly by visiting her website at www.CarlineCole.com
Looking for resources related to this article? Try some of these.
Looking for more guest articles? Check these out.
Looking for past issues of The Total Package? Click here for our archives.
Related posts
11 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by Mr. Subtle — April 26, 2007 @ 9:42 am
Carline, thanks for the chuckles. If Herschell Gordon Lewis aka \”Curmudgeion-At-Large\” ever decides to put away his keyboard, you have the FIRE, PASSION and HUMOR to take his place.
Comment by Matt Bowen — April 26, 2007 @ 10:36 am
Carline,
Thanks for the article… I thought it was great as your \”Tell it like it is\” just Like Preston.
The reading flow was awesome and the tips were most appreciated.
There is nothing worse than reading a piece of copy that\’s
\”Dancing around the fire\” and your left going: \”Where in the hell is this going?\”
Bottom line… Great Article!!!
Thank you
Comment by Robert Lehrer — April 26, 2007 @ 12:03 pm
Thanks for the sage advice, Carline.
All your points were valuable.
The one that I learned the most from though, was #8. I\’ve let myself fall into the trap of trying to imitate somebody I admired instead of being myself.
It\’s terribly important both in copywriting and in other parts of our lives to learn about and BE who we are.
Thanks for articulating what not to do when I\’m writing.
Rob
Comment by Ralph — April 26, 2007 @ 12:50 pm
I want to be a copy cub! How does one go about it?
Comment by Lara — April 26, 2007 @ 1:29 pm
Thank you so much for these tips! I\’m working with my own copy cubs and this will be sent out in all of their introductory emails. Great lessons for both the copy chief and the cubs!
All the best,
Lara
Comment by Emette Massey — April 26, 2007 @ 3:19 pm
Carline,
I like your no-nonsense style! Thanks for the great insights, especially receiving crits. If you have room for another cub, I\’d be interested!
Thanks again for sharing your widsom.
Emette
Comment by Lou Schuyler — April 26, 2007 @ 4:32 pm
Carline,
Occasionally something compels me to respond to a posting.
Your points were well taken. But the one that hit home was # 6.
My wife and I ran a business together for 10 years.
Our marriage is rock-solid because we managed to survive those years.
(She didn’t kill me while I slept…and I’m not listed in any domestic abuse database.)
It’s not easy to accept criticism, but it is an enlightening procedure.
If you’re ever looking for a 63 year-old cub, I’m your man.
Thanks,
Lou
Comment by Wendy — April 26, 2007 @ 6:31 pm
Hey Carline:
Great Article….I can\’t wait to see what you write about next time…
Your my fav!
Comment by Carline — April 26, 2007 @ 6:42 pm
Hey y\’all,
Just wanted to say thanks for taking the time to give me your feedback on my copy cub article. Glad it\’s useful to you. To answer the most commonly asked question: YES! I\’m starting a list for new copy cubs. Can\’t make any promises, but as soon as my schedule eases up, I will be taking on a few new cubs. You know my \”rules\’. If you can live with \’em, send your info c/o The Total Package and they\’ll forward it to me. Thanks again. Carline
Comment by Nita — April 26, 2007 @ 11:03 pm
Hi Carline,
I liked what you wrote about your copy-cubs.
I\’m a features\’ writer. My features are mostly about advtg.& mktg.
What are your terms and conditions for copy cubs?
If possible, i may consider it.
sincerely,
nita
Comment by Wendy — April 27, 2007 @ 4:40 am
For anyone interested in contacting Carline about possibly becoming a Copy Cub…here is what you should do. 1) Email us here at care@makepeacetotalpackage.com 2) Include samples and contact info 3) You\\\’ll be put into a list with your samples. 4) If either Carline or Clayton is interested, they will contact you. 5) This won\’t happen overnight….but you never know!
Wendy aka The Redhead!