The Power of PASSION –
and How to Rein it in Your Copy!
If you’re following the sage advice of experienced copywriters – you should be doing one thing on a regular basis. What’s that?
READING promos written by other copywriters!
That’s probably the MOST valuable advice I can share with you right now. It just made me a FAST $25,000 (NOT including royalties!) Here’s what happened.
I get a bunch of promos in the mail every day. And no matter how busy I am – I MAKE time to look ‘em over. Recently, one in particular caught my eye.
It was a weight loss promo from one of my favorite clients – I’ll call him “FC” (get it, for “favorite client?”) Anyway …
While I was checking out the FOUR different headline test panels I got in the mail – I noticed one MAJOR thing:
NONE of the headlines caught my attention.
After all, I AM the intended market: Over 40 and female – but none of the headlines grabbed me!
So I called FC and asked how the package was performing.
“Not well at all,” he said. He said the copywriter took six months to deliver the first draft. And get this – the first draft was only 12 pages long!
And FC paid a hunk of dough for those 12 pages – and the mailing tanked on the Internet – and wasn’t looking hot in the mail either!
“I’m not surprised – your headlines suck,” I said. (Ok, so tact is not one of my strengths!)
And when I reviewed the body copy, I didn’t get an immediate answer to my “so what?” skepticism!
Let’s face it: There’s a bazillion weight loss products on the market – so why the heck do I want to spend my time reading about YOURS!
So, FC said, “Ok, if you think you can beat it – write me a new package. I need something strong and I need it fast.”
Now, I started to back pedal. Why? Two reasons:
Reason #1: I HATE writing for weight loss products!
I wrote a few early in my career. But for the most part, I think they’re full of overhyped promises – and can be downright dangerous to your health! I just didn’t want to aid and abet this oftentimes shady industry!
But then FC began to explain to me why his product was better. And that he didn’t want HYPE in his package. He wanted to showcase the scientific evidence that proved his stuff really worked – and he was willing to put his 100% money back guarantee on the line to anyone willing to try it.
Reason #2: I was already booked to start another project in a week!
My schedule was full – I just didn’t have 4 weeks to give to FC!
But as FC tried to convince me how awesome his formula was, I started taking notes.
One question led to another discussion about the product and after about an hour on the phone with him, I had a theme … some sidebars … and four possible cover tests already sketched out!
There was no doubt in my mind that I could write him a package.
And I was pretty darn sure I could beat the pants off the control!
So I agreed to the assignment under one condition: That I could write a package I want – with some serious ATTITUDE!
Finally, I get to lash out on those money-grubbin’, fly-by-night, snake oil peddling low lifes trying to scam my mom, my sister and all my girlfriends out of their hard earned money! I just HATE them! (Wooh, that felt good!)
FC said “Ok” and the e-mails of the background material started flooding my inbox – and he overnighted me the 50% deposit! That was on a Thursday.
By Monday morning, I delivered the first draft to FC!
I spent those four days immersed in the project. I slept a few hours and went back to my computer full of great ideas. I wrote with so much attitude, I couldn’t stand myself!
Whenever I got an idea – I’d e-mail my researcher (and cousin) Sandy to dig up some credible support for it.
I didn’t want to stop my momentum or my passion to search the web. After all, the copy was practically writing itself!
By Sunday night, I had over 50 pages of copy – and I thought it was pretty darn good! I gave it a rest.
On Monday morning at 4 AM, I was back to editing my draft. By 10 AM, I was happy with what I had and I hit the send button and e-mailed it to FC – and then I took a nap!
How in the world did I write kick butt copy
to fill up a magalog in less than four days?
Passion, baby. Pure passion!
And that’s the lesson I hope you’re getting from my long-winded story.
When you’ve got passion about your writing — the words come flooding out!
You get a clear cut vision of what you want to accomplish and you TAKE NO PRISONERS.
You leave no stones unturned to convince your prospect that you’ve got the best thing since sliced bread and he’d be a fool not to snatch it up during this limited opportunity!
Your verbs are powerful …
Your sentences are short and razor sharp …
… and you ooze out nothing but raw, unadulterated ATTITUDE over the main letter … every side bar … pull quote … and credibility piece.
And that makes for KILLER copy!
So don’t you dare start writing until you’ve got something to say! And it better be something worth your prospect’s time and energy to listen to ya!
And this passion got started
by reading my competitor’s work!
You better be doing the same thing, too!
And do this:
If you read the promo and think you can do better – hunt down the marketing director or the owner and let ‘em know what you can do!
And make this bold proposition:
Offer to write the package on spec. In other words, if you don’t write killer copy to beat the control – you don’t get paid!
That’s incentive to get your butt in gear! And it may get you in the door with a skeptical prospective client!
That four-day package was a record for me!
So how did it perform?
Dunno yet!
I SAID it just happened four days ago!
But I’ll let you know the results when I find out. In fact, you may hear my SCREAMS of joy even in your neck of the woods!
Here’s to Creating Success Your Way!
Carline Anglade-Cole
Guest Contributor
THE TOTAL PACKAGE™
Carline Anglade-Cole writes multi-year controls in the alternative health field for clients including Healthy Directions, Health Resources, True Health, Soundview Publications and Sun Chlorella USA. She also provides phone consultations and “mini-boot camps”. Put her 20 years of direct mail experience in mailing list strategies, new product development and creating kick-butt controls to work for your company!
Contact Carline directly by visiting her website at www.CarlineCole.com
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3 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by Brian Duvall — January 31, 2008 @ 8:23 am
Great article. It totally nails the topic dead on. I have had trouble writing on a number of projects because there was no passion. There was no passion because there was real differentiation of the product or service from the business owner or marketing dept. It was all just more of the same ole \”same ole.\”
I just started as the Major Gifts / Planned Giving Director for a big non-profit here in Virginia. My goal is $3.6 million in two years. The mission… to feed the hungry of S.W. Virginia. A worthy and passion inducing cause. I know I can now write far better copy for their website, case statement, promo materials, and even produce powerful video clips thanks to the copy skills I\’ve learned from my mentors like you, Clayton, Daniel, AWAI and others.
Thanks.
Comment by Carolyn Warren — January 31, 2008 @ 10:15 am
Hey Carline, I can\’t wait to hear the results… I\’ll be listening for your scream from all the way up here in Seattle! This is one of my favorite articles–love the passion!
The other day, I saw a horrid ad for a real estate agent. Her motto was actually a turn-OFF! I was ranting to my husband about it on and on. It really hit a nerve! I think I\’ll contact her.
Quick Question: So the 50-pages is going out USPS mail. How long would you make the copy if it was for a webpage? Or an email?
BTW, we met a couple years back at the AWAI Conference; I was hanging out with Clayton and he introduced us. If you don\’t remember me, my photo is on my website.
Thanks again, Carline, for a killer article.
Comment by Lara Loest — February 1, 2008 @ 11:10 am
Thanks again Carline - this is another superb article. You\’re completely right - we as copywriters must have passion for the product/service we\’re writing for. The niches I\’ve had success in were the ones I was passionate about.
It\’s our duty to get clear on what we love and go out & find someone to help with our copy! Thanks for driving that point home.
And please let us know your results!!