Posted by:
Carline Anglade-Cole
June 24, 2008
Issue #444
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!
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Posted by:
Carline Anglade-Cole
June 12, 2008
Issue #437
While I’m researching a project, I’m always on the lookout for “the big idea” … “the hook” … or for you English teachers out there – “the theme” – for my package.
One way I hone in on my big idea is to answer this simple, yet powerful question:
So what?
In other words, what’s so great about your product? What makes it unique … desirable … and a MUST HAVE – RIGHT NOW? Usually when I can answer that question, I’ve found my big idea.
For example …
A few years ago, when I was researching a Co enzyme Q10 product, I discovered statin drugs drain your Coq10 levels. And CoQ10 is especially critical for your heart. So people taking statin drugs to prevent heart problems were actually DROPPING DEAD from heart attacks!
Kapow! Now, that’s what I call an answer to a “So what”!
This became my big idea which led to this headline:
“The shocking truth about
cholesterol-lowering drugs”
Rob Davis, one of my all-time favorite designers, came up with a cover where you see the soles of a man’s shoes while he’s lying on the floor. It was a brilliant design – and the package KICKED BUTT!
Sometimes you gotta dig really deep to find a powerful big idea. Last year, I worked on a product called “DIM” – a natural hormone balancing nutrient.
There was all kind of great scientific research on this product. So I thought I would go with that angle. But …
… then I started reading the testimonials.
There was one emotion that just kept rising to the surface: Fear.
These folks were scared to death of hormones. They didn’t understand what they were or why their bodies were out of whack.
Aha!
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Posted by:
Carline Anglade-Cole
May 15, 2008
Issue #418
Whooda thunk that when I was squeezing out my four little puppies, I was actually creating a copywriting empire? Certainly not me!
But one by one, my kids have somehow fallen into this crazy biz. Maybe it was the “Pick the Control” games where I would lay out my test panels on the floor and have them guess which was the new control – and reward the winner with a prize …
… Maybe it was the “how does this sound” questions as I read my copy out loud for their feedback …
… Or maybe it was the many hours spent in my office doing homework, coloring, watching T.V. as I worked on yet another promotion package.
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Posted by:
Carline Anglade-Cole
April 10, 2008
Issue #393
What to do when your copy doesn’t beat the control
– or when it does!
I just got an e-mail from a client.
“I’m sorry to tell you that your copy didn’t beat the control.”
Man, I HATE those “dear loser” e-mails!
I mean, I really hate them! Especially since they don’t give me any information besides telling me I suck!
So I sent off an e-mail asking for specific results. How close was I? How did the package perform in revenue over cost, percent response, etc … I needed more concrete info to wrap this bad news around my brain!
While I waited for the response to my e-mail – the negative thoughts started popping up in my head.
“Man, I really suck.” “No one is ever going to hire me again.” “I might as well dust off the application to Wal-Mart and schedule an interview – maybe they’ll hire me as a greeter!”
As I was contemplating my career change, I got another e-mail. From another client. This one was just as short:
“Carline, your new package is a home run winner. We’re thrilled with the results. Congratulations.”
What? I’m awesome? Me? Yee ha!
So I sent off an e-mail asking for specific results. How badly did I clobber the control? How did the package perform in revenue over cost, percent response, etc … I needed more concrete info to wrap this great news around my brain!
That’s the story of my life. I suck. I’m awesome. And sometimes I’m suck-awesome in the same day!
So I figured I’d let you know how I deal with the yo-yo existence of a copywriter. To keep me off bi-polar meds, I’ve come up with a way to deal with the bad news of not getting a control – and with the good news of beating the pants off an existing control.
Trust me, I have to refer to these notes constantly, so I thought I’d share them with you …
Some things are out of your control
Did the client dictate the theme for your package? Were you assigned a format? Did the legal department butcher your copy? Was the copy written by “committee”? Did you get more than one cover test? Did a war erupt right in the middle of your mailing?
All these (and more) could have a negative impact on your copy. Here are a few examples of what I mean.
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Posted by:
Carline Anglade-Cole
February 28, 2008
Issue #363
A few years ago, for an anniversary present, my husband Mick surprised me by replacing my car radio with a complete entertainment center.
Now, you may not know this, but I’m a genuine “technophobe.” I’m scared of technology and all those dang blasted new gadgets. I was perfectly happy getting into my car and turning on my radio. In fact, if I had my way, I’d still be using 8-track tapes!
But when I went to look for my radio — I couldn’t find it. It was really GONE! There was a thingy in its place and I had no idea what that monstrosity was!
It took me over two hours to get a hold of my husband. Meanwhile, I was driving my car with no music – IN ABSOLUTE SILENCE - and I was fuming.
When he finally called me back, I was frustrated and furious and wanted to know what he did with my radio!
That’s when he told me he replaced my handy dandy radio with a state-of-the-art DVD player, 8-CD changer, a color TV, satellite radio and the most up-to-date GPS known to mankind.
I guess most people would be impressed by that gift, huh?
Not me.
I told him he could switch that techno stuff to his car and to please give me back my radio!
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