Posted by: Carline Anglade-Cole
June 24, 2008
Issue #444

How to be a Confident Copywriter

Right now, I’m about to get naked.

Yep, I’m stripping down and revealing one of my deepest, most darkest secrets.

Many of my closest friends (and even my husband and family) don’t even know what I’m about to tell you. Are you ready? Can you handle it? Ok, here it is …

I am petrified of writing copy.

Phew! There I said it. Did the world end? Wait — let me open my eyes to peek and see … nope, it’s still here. I guess it’s safe to continue.

Are you surprised that a million-dollar copywriter who writes scores of controls (a dozen so far this year – and it’s only June!)…

… Makes millions of dollars for her clients …

… Writes copywriting books (three so far!)…

… Publishes a copywriting e-zine called of all things, CopyStar …

… And appears as a guest speaker at prestigious copywriting conferences (including Clayton’s!)…

… Would be a scaredy cat when it comes to copywriting?

Well, it’s true.

When I start a copywriting project, the negative tapes (or CDs for the under-30 crowd) start playing:

“What are you doing? You’ve bitten off more than you can chew! They’re gonna find out you’re a fake this time! You suck!”

Yikes! Pretty scary stuff.

I’ve often contemplated taking the royalties from one of my controls to hire a full-time shrink!

Do you ever feel that way?
Not knowing what the heck you’re going to write about?

What about staring at a blank page for HOURS?

Or wondering if your sales piece will stink to high heaven?

And how about wishing you’d get a client – and then cursing because you got one!

If you can admit you’ve got a few insecurities when it comes to your writing – then welcome to my world.

But does having insecurities mean you can’t cut it in this biz?

Heck no!

I’ve been a freelance copywriter for almost 10 years – and I’ve made more money from words than doctors with scalpels!

The trick is to overcome those insecurities – and master your fears. How do you do that?

With knowledge!

Facing the fear is only the first step.
It’s a big one – but it’s just the beginning

Now, you’ve got to conquer those fears! The best way I’ve learned is to push myself harder to learn my trade better and to write more compelling copy than I ever thought I could! Here’s how I do it:

#1: Study from the best! DEVOUR the sales copy of excellent copywriters. You’ve got a phenomenal opportunity because many A-level copywriters have websites you can tap into for FREE! I didn’t have it so good.

When I was starting out, I used to collect and read samples of Clayton Makepeace’s packages for HOURS EVERY DAY. I studied his word choices and analogies. And when I had the rare opportunity to meet him in person – I did my best to get into his head. Asked him a ton of questions about how he writes copy and why he chose certain phrases or arguments or headlines in his promos.

I got so good at studying his style – when I read my own copy and say, ‘hey, this sounds like something Clayton could’ve written’ – then I know I gots me a WINNER!

#2: Take on the copywriting assignments that make you want to wet your pants: Don’t say NO to projects that take you out of your comfort zone. S-t-r-e-t-c-h your copywriting muscles!

Accepting a project you’re not familiar with forces you to learn about the market. Develop an inquisitive mind. Ask tons of questions about the product:

Why is it the best thing since sliced bread? What are folks saying about it and why? How is it going to make your prospect better off? Does it have credentials to support your promises – you get the picture?

Some of my best winners were projects that initially TERRIFIED me.

The first one I can remember was for a male potency product. I almost turned it down because I didn’t think I could write to 50+ year old men with erection problems. I didn’t know any of those guys – at least I didn’t think so!

But I did my research. I embarrassed the heck out of a lot of my older guy friends with my questions, but at the end, I got a clear understanding of the issue.

And I wrote a kick-butt package that mailed for years – even beating out a more experienced male copywriter to boot! I still have heart palpitations when I think about working on that project – but man, am I glad I pushed myself!  

#3: Surround yourself with creative genius: You know the saying, “dress for where you want to be – not where you are”? Or how about this one: “Show me your friends, and I’ll tell you who you are”?

In either case, the bottom line is, if you want to be a copywriter – you need to be around copywriters.

This can be tough if you’re a freelancer, but it’s doable. Here’s how: Join copywriting chat rooms online. Sign up for copywriting e-zines – they’re usually free! Attend seminars and conferences aimed to help you become a better copywriter.

I remember one of the first copywriting seminars I ever attended. It was a Dan Kennedy seminar and it cost $4,000 for a seat. By the time I added in hotel, airfare and food, I was well into $5,000.

On paper, I really couldn’t afford to attend. But as a copywriter aspiring to A-level status – I couldn’t afford NOT to attend.

So I put the seminar on my credit card and made the monthly payments. I scrounged up all the frequent flyer miles I could get and that paid for half of my flight. And I stayed at a MUCH cheaper hotel, 15 minutes away from the seminar to save even more money. Was going in debt worth it?

I learned enough from that seminar by the noon break to nearly DOUBLE my copywriting income!

I was making stupid mistakes that were sabotaging my copy. I learned to spot and make a few changes and when I did, my packages started becoming CONTROLS!

That $4,000 seminar more than paid for itself. I got schooled on how to be a better writer. I made contacts that I still have to this day. And I became a more confident writer.

Since then, I’ve made it a point to regularly attend copywriting seminars. AWAI… Gary Bencivenga and Clayton Makepeace have put on phenomenal events throughout the years!

Success begets success!

Remember: Every sales letter you write is a stepping stone to an even better sales letter you will write!

I look back at some of my old controls and I’m shocked they were winners. But they were! I’m a much better writer today – and that’s because I’ve got experience and knowledge under my belt.

And the good thing is, my clients PAID for me to gain this knowledge and evolve into a better, more successful writer! So, let me give a shout out to my clients now: Thanks, guys!

Now, it’s time to give back …

As I mentioned earlier, I write an e-zine called CopyStar. It’s designed to help aspiring copywriters gain that knowledge and experience I mentioned earlier.

The #1 question I get from my subscribers is “How do I get a copywriting mentor who can help me become a better writer?”

I’ve been able to take on a dozen or so copy cubs through the years – but that’s just a drop in the bucket compared to the requests I get every day.

So I decided to put together a special event to help copywriters gain knowledge … experience … and the opportunity to surround yourself with creative geniuses who can really help you excel in your copywriting career.

I call it a copywriting boot camp on steroids because it’s going to pump up your copywriting muscles and blow your socks off! Here’s why:

• You get 1-on-1 mentoring! Yep, I’m keeping the size to just a handful(20 or so) folks. I know that goes against every seminar rule – but I’m not in the seminar business.

This is your opportunity to meet face-to-face with me for 2 ½ days for an intensive copywriting workout. We’ll deal with YOUR issues and concerns – and tackle the obstacles preventing you from becoming an A-level copywriter! And I’ll walk you through my creative process of writing killer controls!

• You’re in the company of excellence! I can’t tell you how thrilled I am that Clayton Makepeace has agreed to join us for this boot camp! (Ok, so I had to beg and plead with him for HOURS before he agreed – but hey, he did and he’ll be there!) Do you know what an amazing experience this will be?

Think about it this way: Clayton charges $5,000 PER HOUR for a consultation fee. But you get to spend hours with him during this boot camp! In fact, he’ll probably be sitting right at your table for dinner! And here’s another thing:

Clayton is probably one of the most open people I’ve ever known. That’s great news for you. Why? Because when you know Clayton – you know his entire Rolodex! Don’t be surprised when he recommends you to contact one of his clients – and he gives you the DIRECT LINE! I’ve seen it happen – and it’s an awesome opportunity for a new writer!

• We’ll tackle all aspects of your copywriting biz:

• Are you struggling with design? No problem, 20-year veteran graphic designer, Lori Haller will be there to show you how to make your copy POP – and help you work better with graphic designers. Plus, Lori recently worked with me on an Oprah project – and we’ll give you the juicy “behind-the-scenes” gossip on that amazing experience!
• Do you get stuck with research? I’ve got Sandy Ferguson – president of Ferguson Research Group – and my secret weapon for digging up juicy nuggets to drop into your copy to nail the sale! She’ll be there too!
• What about your website – is it up and running yet? Ace web designer Lynnette Taylor helped me launch my website last year and it’s one of the best business decisions I’ve made! I’ve landed SEVERAL clients just because of my website! This amazing techie will make you look like a pro on the Web OVERNIGHT – without costing you an arm and leg!
• And Wendy “The Redhead” Makepeace will be there too! Being the wife of Clayton Makepeace is cool and all, but I’ve invited Wendy to join us because of her remarkable marketing background. Wendy and I go way back to our days at Phillips Publishing (now Healthy Directions). She’s the marketing genius that helped launch Julian Whitaker’s Health & Healing – the amazing newsletter that set the alternative health market on fire! Wendy now runs The Total Package and she’s ready and willing to share her marketing savvy with you, too!

  I’m putting together this boot camp as my way of helping a handful of serious, committed writers who want to take their copywriting skills to the next level. It’s not for everybody. If you’re just “kicking the tires” or dabbling in copywriting – it’s not for you.

  But if you’re ready to join the big leagues and learn a few of the tips, tricks and hard work that helped me overcome my copywriting fears and insecurities… master the skill of the sale… and become a million-dollar copywriter – then you can’t afford NOT to come!

  The boot camp on steroids is September 19 - 21, 2008 in Atlanta, GA. And as a special favor to Clayton, I’ve extended this invitation to The Total Package subscribers. There’s just a few seats left. Click below for more info: http://www.carlinecole.com/copystar/CopyStarCopywritingBootCamp.htm

Here’s to Creating Success Your Way!

Carline Anglade-Cole
Guest Contributor
THE TOTAL PACKAGE

P.S. I’ve done everything I can to help you become a more confident and successful copywriter. I’m providing 1-on-1 mentoring … I’m going to reveal all my copywriting secrets so you can steal ‘em and start raking in the moolah … and I got Clayton out of seminar retirement just to come and meet you! Now, the next step is up to you. Are you going to take advantage of this once-in-a-lifetime opportunity or sit on the fence and watch it go by? If you have to think about it too long – you may miss out! Seats are limited! Click on the link below:

http://www.carlinecole.com/copystar/CopyStarCopywritingBootCamp.htm

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9 Comments »

1. Comment by Larry Mekus — June 24, 2008 @ 9:23 am

   Carline - Another masterpiece written by you. It doesn’t matter what you write or where - every single piece grabs the reader from the very first line to the end. And when you are all done reading one is left with the feeling of anxiously waiting for the next writing from Carline. I am so thankful that I signed up for your first ever Copywriting Bootcamp.

2. Comment by Marcelino — June 24, 2008 @ 10:15 am

   Man Carline you seem cooler than i don’t know what, your way with words.. I read the Copystar like 2 days ago and was in awe, straight up. All you guys are giants to me and I am thankful for all your hard work.  Thanks for your commitment Carline

3. Comment by RAY EDWARDS — June 24, 2008 @ 10:24 am

   Great advertorial!

4. Comment by Dale — June 24, 2008 @ 2:36 pm

   Hi Carline:

   Great post. I’m one of those with lots of fears holding me back. The weird paradox is I know I can write well but don’t have the confidence in my ability. Yet I’ve seen bad writing and know I can do better. I let things like being slow and a world class klutz on a keyboard bother me although I’m good at correcting my mistakes.

   I’d like to get a mentor but that would cost me a quarter to a third of a year’s income. If I got Clayton or Bob Bly, at least five years’ income. I think it was Don Hauptman who said he struggled to make it on $30,000 a year  in a salesletter for AWAI. That’s almost double my best year ($16,900).

   I want to attend one of the seminars or bootcamps but I can’t borrow that much money or even pay it back unless I get a big control. It’s difficult to come up with money for some of the programs and e-books I want. I’ve got the starving writer part down pat.

   Thanks for the encouragement. I need it.

   Dale

5. Comment by copydude — June 24, 2008 @ 4:57 pm

   Dale,

     A lot of your "fear" is probably related to the fact that you’re constantly searching for work. All these A-Level copywriters make anywhere from $500,000 — $1,000,000 or more a year.

     When you have that "cushion" of money — of not looking for one assignment to pay this months rent, buy food, pay bills — I’m sure it lets you relax a lot and write powerful copy, not desperation copy.

     It also helps if you have a world class copywriter as your mentor — one who knows all the big wigs at marketing departments at the big mailers — and endorses you high and low.

     Try approaching them through the usual channels just gets doors slammed in your face. That’s if they even acknowledge you in the first place.

      So try and get a copywriter who will take you under their wing (yeah, it’s tough to find one), and introduce you to clients who pay good fees and royalties. Because unless you’re Rutz or some other top-notch writer, it’s nigh on impossible to get work from them.

      This may sound negative, but this is how it works.

6. Comment by Andrea — June 25, 2008 @ 3:07 am

   What are we all really scared of? 
   I’m scared of reaching the old people’s home and thinking that I haven’t achieved anything in my life.
   I’m scared that I may have been offered an opportunity and I missed it because I was looking the other way.
   I’m scared that life might throw me a curve ball that I can’t reach, something really horrible.  I’m not going to say it in case the gremlins are listening (or reading).
   But what really scares me is that I might give up. 
   I love writing.  Really love it.  And I’ll write anything.  I’ve got a couple of books under my belt (unpublished), poems, (published), articles, short stories and lots and lots of sales copy.  And I’m not rich.  The figures that are talked about on these forums are amazing and so not in my life.  $100,000, $200,000, it might as well be a million.  I admire people like Carline and Clayton and the others because they have really made it all work for them…and yes, of course I would love that.  But I’m trying to be realistic.  I’ve written on a card what I would like to earn this year and it’s standing on my desk.  I look at it every morning and try to work out how I’m going to make it.  I’m researching clients, applying for writing jobs and other kinds of jobs and talking to people. 
   I hope I make it, I really do.  But I know for sure that I won’t make it if I give up.  So I know I have to be strong.
   That’s the scary part.

7. Comment by Clayton Makepeace — June 25, 2008 @ 5:59 am

   Great post, Hot Stuff! 

   Can’t wait to do my cameo at your bootcamp and meet my "grand-cubs.". 

   You ARE paying for my dinner and drinks — right?

   <HUGS>

   – Clayton

8. Trackback by Copywriting Kid — June 27, 2008 @ 7:45 am

   Million Dollar Copywritress Carline Anglade-Cole NAKED!…

   Do I have your attention?
   Good. (No, this isn’t just a sneaky trick, I’m actually gonna make a point).
   You should read "How to be a Confident Copywriter".
   Again - this was something I wasn’t particularly interested in (I fig…

9. Comment by Cathy Sutter — June 28, 2008 @ 5:31 pm

   Woo Hoo…I will be at your first ever Boot Camp.  This is a once-in-a-lifetime opportunity and so looking forward to it.  Am getting the "core" from AWAI course but know I’ll genuinely benefit from your knowledge, expertise, experience…heck, just your personality alone is great.  

   You are sooooo cool exposing your insecurities…even after writing for how many years?  Now I don’t feel so, uh, what’s the word?  Oh, insecure…  I love how you write and want to learn your methods…  I wouldn’t miss it for the world! 

   Cathy