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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Posted by:
Carline Anglade-Cole
February 5, 2007
Issue #80
My mentor Clayton Makepeace launched a health revolution in a weekend.
That’s how long it took him to write the blockbuster “Give Me 90 Days” promotion for a newsletter called Health & Healing.
So why does it take me 6 to 8 weeks to write a health promotion?
In 2006, I decided to scrutinize my writing style and gave myself a huge challenge: Cut my writing time in half without sacrificing quality and profitability of my work.
How’d I do? Not only did I achieve my goal, I BEAT IT in spades!
On average, I write six direct mail packages a year. These are mostly 24 page magalogs/tabloids. I also complete a few other smaller projects – inserts, renewal programs, etc …
My success rate is around 66% – 4 out of 6 packages will work.
In 2006, I wrote 14 magalogs/tabloids, provided copy for a new website launch, wrote several inserts, calendars, other small projects and copychiefed a half dozen junior copywriters on other projects . The results?
I wrote six of the tabloid packages in less than 3 weeks – one package launch took me just 10 days! (Watch out Clayton, I’m moving in on your record!) Plus …
I more than DOUBLED my copywriting income and my success rate shot up to 86%!
In other words, I’m getting 20% more royalty income from 6 additional packages!
I’m not telling you this just to brag (well, maybe just a little bit) – I want you to know that the secret to my success isn’t rocket science. You too can put a few of these little tricks to work – and you’ll see your copywriting income SKYROCKET in 2007 …
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Posted by:
Carline Anglade-Cole
December 18, 2006
Issue #74
Ok, I admit it.
I didn’t want a dog.
But despite my kicking and screaming, my husband brought home a 6 week old puppy – a Bull Mastiff at that.
For the first day, I tried to ignore the dog, hoping he would go away … but when that ball of black fur nuzzled up to me and nibbled at my toes, well, doggonit, I just fell in luv wit da puppay!
Naming him wasn’t difficult – when we looked at the size of his head, the entire family agreed – “Jaws” – is the perfect name.
Jaws was 11 pounds when we got him and was putting on about 10 pounds a month. And if he inherited his father’s genes, he would be well over 120 pounds by his first birthday. Knowing that made me a little nervous.
Since Jaws was now my morning exercise buddy, I knew I had to learn to control him. So, I consulted (i.e. watched on T.V.) the only expert I knew in the animal world – Cesar Millan – a.k.a The Dog Whisperer.
I taped all his shows and every night, I watched 2 … 3 … even 4 episodes with notebook and pen in hand – taking copious notes.
Cesar made it perfectly clear: he doesn’t teach dog training, he uses dog psychology. His 3-step method is very simple:
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