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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Posted by:
Carline Anglade-Cole
January 31, 2008
Issue #344
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!)
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Posted by:
Carline Anglade-Cole
January 3, 2008
Issue #324
Recently, my husband Mick reminded me of why I became a copywriter.
He said, “Tomorrow morning, be dressed by 5 a.m.”
That’s it.
And before I knew it, I was on a plane headed for Las Vegas. We spent 4 restful days and 3 fun-filled nights celebrating our 24th wedding anniversary at The Venetian Hotel.
I’ve always wanted a “no stress” vacation: no packing, no creating itinerary, no headaches and no worries – and I finally got it!
I did just 3 things:
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