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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Posted by:
Carline Anglade-Cole
May 24, 2007
Issue #133
(How to overcome negative emotions
and write copy that sizzles!)
So you just landed that cushy copywriting assignment.
Still can’t believe it, but you actually convinced the client you’re the best writer for the job. They bought your sales pitch – hook, line and sinker …
… Sent you a check for 50% of the advance (which you already spent) …
… And now UPS just delivered your copywriter research kit.
Now, what do you do?
Well, if you’re like me, you start to develop a knot in the pit of your stomach …
… Then more knots – big, heavy, METAL ones – start growing … and growing in your chest. And it gets harder to breathe. Your chest hurts so bad, you can only take short breaths — anything deeper would probably kill you …
… So you head for the kitchen cabinet searching for your emergency stash of brown paper bags ‘cause you’re starting to hyperventilate …
… And as you sit on the cold, tile floor … breathing in and out of the bag … that little cassette (or CD if you’re under 30) in your head starts to play that familiar song …
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Posted by:
Carline Anglade-Cole
April 26, 2007
Issue #109
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!
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