Posted by:
Carline Anglade-Cole
October 25, 2007
Issue #264
When I told my co-worker Howie I was leaving Phillips (now called Healthy Directions), he asked me what kind of copy I planned to write.
“I dunno” I said, “but I know what I’m NOT going to write: magalogs – they’re just too scary.”
I figured I could make a decent living writing renewal promotions and 2-page sales letters.
Well, guess what? Nine years later – “magalogs” … and their oversized cousins called “tabloids” … not to mention their midget uncles known as “digests” – still scare the beejeezus out of me every time I THINK about writing one!
So how come over 90% of my projects are magalogs, tabloids and digests?
Simple.
I learned a few simple tricks to help me conquer my fear of these Goliaths – and you can too!
In fact, I’m going to show you step-by-step how I tackle these projects – and in no time flat, you’ll be well on your way to writing killer copy for these “Big Dawgs” (hey, I live in Georgia and it’s football season – I had to do it!)
The #1 secret lies in this ancient, Chinese proverb:
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Posted by:
Carline Anglade-Cole
September 27, 2007
Issue #241
Man, I just got a SCREAMIN’ bargain!
My oldest daughter is getting married and I needed to find a dress for the wedding. One thing I knew for certain: I’m not wearing a traditional mother-of-the bride sequined jacket/gown combo!
It’s scary enough that my daughter is turning me into a mother-in-law. I’m definitely not going to LOOK like one! In other words, I needed a dress that says …
KABOOM!
And my cousin Sandy found it for me online!
It was at Nordstrom’s and the gown cost $508!
Yikes! I wanted KABOOM not Ka-ching!
But I went to the mall to try on the dress anyway. Well, they didn’t have it at my local Nordstrom’s – but I did find an identical dress at Macy’s – and it cost $200! Now, we’re getting closer to my comfort price zone. But wait …
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Posted by:
Carline Anglade-Cole
August 30, 2007
Issue #217
Who’d a thunk that being a mom would be the secret to becoming a million dollar copywriter?
After all, I had no idea what copywriting was when I was squeezing out my 4 little puppies.
But you know what?
Each of those 4 personalities taught me important lessons in the art of copywriting. I think you’ll find them valuable too!
Kid #1 – a lesson in overcoming
objection and skepticism!
Man! My #1 daughter can drive me crazy! She’s stubborn … hard-headed … skeptical … and full of ATTITUDE.
This is a kid – who at the age of 6 months stared me right in the eyes while nursing and bit my nipple so hard my toes curled!
My husband said she didn’t know what she was doing – but I KNEW she knew – so I closed down her “cafeteria” immediately!
As she got older, we couldn’t just tell her what to do, we had to spend time to explain, convince and persuade her. If she didn’t believe you, she would find a way to rebel. But when she was convinced, she followed instructions to a T.
Guess what? Your market is the same way.
Don’t ever think you can get away with delivering copy that’s lacking proof elements and other forms of credibility. And don’t ever try to over-hype your product so the B.S. detector goes off in your prospect’s mind. You’ll lose the sale and you’ll end up in the poor house!
So make sure your package is loaded with:
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Posted by:
Carline Anglade-Cole
August 2, 2007
Issue #193
Do you know what I hate more than gyms?
GOING to a gym!
But when I finished working on a recent project about osteoporosis, I knew I needed to take action now to build my muscle strength and protect my delicate bones.
I run 3 miles a day with my dog, Jaws. So I’d give myself a “10” on the cardio scale. But as far as building muscle strength, I’m a big, fat ZERO.
And now that I’m in my forties – ok fine, LATE forties – I don’t want a “hump” in my future!
My fitness plan came together at a recent graduation party. My friend Anissa, a mild-mannered, very toned woman in her early 30’s, told me she decided to put her Masters degree in Exercise Fitness to work by starting her own in-home personal training business.
PERFECT!
I could kill three birds with one stone: Strengthen my muscles … give the economy a boost by supporting a home-based business … and help out my friend Anissa.
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Posted by:
Carline Anglade-Cole
July 5, 2007
Issue #169
Remember when you got your first copywriting job?
I do.
I had hung out my shingle as a “copywriter” for almost a year, but still hadn’t gotten my big break. I was supporting myself by consulting in mail plan development. Definitely not what I wanted to do forever, but hey, it was paying the bills.
Then it happened.
I got a call from a list broker I’d worked with for many years. He had a male potency client.
The client discovered his buyer file was made up of over 40% African-American males. This guy had the brilliant idea he needed an African-American copywriter who would be naturally in tune to his newfound niche.
My list broker friend didn’t know any black copywriters with a track record, so he suggested me. (I’m ½ African-American, ½ German but 100% FEMALE – but I was the best he could come up with in a short period of time!)
When I talked to the client, I really fed into his belief that getting the “black perspective” would shoot his sales through the roof. He was thrilled to find a black writer so I got the job!
Ok, right now, I need to confess: That client’s belief that you have to be a black writer to identify with the black marketplace is in my professional and personal opinion, pure HORSE PUCKY!
Here’s proof: You’ve probably heard of ESSENCE Magazine – the magazine for today’s young, strong, black woman. Well, what you may not know is the copywriter who held multi-year controls for that publication is Bill Hebden – a 50+ year old, mild-tempered, WHITE guy!
Another proof: Clayton Makepeace created a kick-butt control and launched a health revolution in the women’s alternative health field. Is he a 40+ year old peri-menopausal woman? If so, he’s a real UGLY gal!
Here’s the truth: You don’t have to BE your market. You have to KNOW your market. The majority of the people I write to are 60+ year old white guys with serious health concerns. Do you think they care that a girl of mixed ancestry wrote the copy? No! They bought the products because I delivered sales promises that solved their immediate health problems!
Ok, my ADHD is kicking in – where was I? Oh yeah …
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