Posted by: Clayton Makepeace
January 21, 2008
Issue #336

The Insanity Chronicles – Part Two

Why exploring a new way for copywriters and companies to work together is much MORE than just the best way to make company owners and copywriters richer:

Why your business’ survival may depend on it.

Dear Business Builder,

Last week in this space, I talked about insanity – how businesses and copywriters who repeatedly return to the freelancing model expecting better results should have their heads examined.

And we talked about how creating partnerships between direct response companies and copywriters can make both much, much richer.

The response from that article came fast and furiously. No fewer than four of the world’s top copywriters called or e-mailed me personally to forgive me for saying they were insane and to thank me for giving them a whole new range of opportunities.

Their minds are literally buzzing with ways to take their income to the next level!

The comments left by readers here on our site were fascinating, too. Most were very flattering, but a few indicated that my frank but admittedly controversial take on freelancing may have inadvertently stirred up a bit of a hornet’s nest:

• John left a post saying that I’d kind of shot the freelance dream “in the butt” for those who want to live anywhere they want and still make a bundle.
• Ruth, who has taken two AWAI courses and who’d hoped they’d help her “make a lot of dough” said my take on the freelance copywriting model took the wind out of her sails.
• And Leon guessed that I’m talking about becoming a client’s agency – a daunting task for those who’d prefer to work at home in their underwear and take some time off now and again.

LET ME BE PERFECTLY CLEAR HERE:

1. Hey, John! You can abandon freelancing … partner with your clients … and STILL live anywhere you want – on a beach, on a mountain, even in a whole other country: I live where I want: In the Smoky Mountains – one mile off the breathtakingly beautiful Blue Ridge Parkway on a lavish 25-acre estate with horse barns, pastures, a trout stream and my own personal shooting range.

My closest client is five hours away by car – in Alabama. My biggest client is more than 700 miles away (a two-hour flight), in Florida. I just visit them two, maybe three times a year (a welcome road trip when these four walls begin closing in!).

2. Oh, Ruth, I’m so sorry! I did NOT mean to discourage you or anyone else! To the contrary: I clearly stated that I know tons of freelance copywriters who ARE making six figures. And when I said “six figures,” I also made it clear I was talking about income of not just $100,000, but as much as $999,999.99!

Heck. I even mentioned that some of my former copy cubs (actually, three that I know about) now earn more than $1 million a year as freelancers.

So please, please, please do NOT be discouraged! If you keep learning, practicing, networking with possible clients and working at it, the money you spent with AWAI is likely to be the best money you ever spent in your entire life!

Just please try to keep an open mind regarding how you want to work with your clients: The kind of working relationship you’ll have with them … what you’ll bring to the party … and how you’ll charge for your services.

The ideas I’m going to give you in this series are to help you take your income to the next level!

3. And no, Leon, I’m NOT talking about anything as costly or time-consuming as building an agency: True, I have chosen to go that route with Response Ink in the hopes of building equity in a company I can sell for a king’s ransom when I retire.

But that is not the source of the tenfold increase in royalties I get from partnering with my clients. That began when I was working alone in a converted 8’ X 12’ bedroom in my home in Florida!

You can do this entirely on your own. You don’t need an office, employees or any of the other accoutrements that go along with building a brick-and-mortar business.

All you need is a computer and a phone – and be willing to spend a few days each year in your clients’ offices. Plus, of course, you’ll need the skills I mentioned at the end of last week’s article.

My point last week was simply that the freelance model no longer works as well as it once did and that there’s a much, MUCH better way for copywriters to get to the big bucks in this new environment.

Today, I want to continue that conversation by looking at the downside: The consequences of NOT changing your approach.

Specifically, we’re going to consider a huge challenge every business around the world is beginning to face right now … and how by using my “partnership” model, business owners, marketing people and copywriters can actually USE this challenging new situation to grow richer than Midas.

Whistling past the graveyard

Unless you’ve been living in a cave recently, you already know the U.S. economy is slowing. Most economic pundits on CNBC and on the nightly news say we’re headed for a recession – or that we may already be in one.

The facts:

Consumers are losing their jobs in droves: In November, unemployment posted the biggest one-month leap since after 9/11 when the country was still reeling from the shocks of the terrorist attacks.

Our cost of living is roaring higher: The U.S. Department of Labor just announced that in November, it saw the biggest jump in producer prices in 34 years – a sure sign that surging consumer price inflation is ahead for 2008. Translation: You’re going to need MORE money to maintain your current lifestyle – and a LOT more to keep improving it.

The U.S. stock market is turning to mush: This January, we’ve seen one of the weakest New Year’s markets in decades. All the stock indexes have plunged substantially below their 2007 highs and every week is bringing new lows.

Consumers are closing their wallets: Faced with job insecurity, rising prices, and the specter of a recession, everyday people like you and me – people who are responsible for two thirds of all economic activity in the U.S. – are beginning to curtail discretionary spending. Sears and Kmart just announced that sales will be nearly 60% lower in 2008 than they were last year.

This is BIG news for every business owner, marketing exec and copywriter in the U.S. And if you’re a Total Package reader from one of the 64 OTHER countries represented on our subscription list, it’s big news for you, too.

Because like it or not, the U.S. is still the world’s #1 engine of economic growth. American companies and consumers buy up to 66% of the things mined, grown and made in your country. That means, as our economy continues to slow, so will yours.

That’s why top executives at major companies around the globe are already dusting off their recession contingency plans – to help their firms get through this economic maelstrom as unscathed as possible.

Some smaller companies and freelance copywriters are preparing, too; but most aren’t. And that’s tragic. Some might even say it’s “insane.” Because ignoring this economic slowdown and hoping for the best will NOT make it go away.

Despite what the buffoons who created THE SECRET may tell you, refusing to think about a bad thing does not make it vanish.

When confronted with an angry, hungry grizzly bear, burying your head in the sand and thinking happy thoughts is no survival strategy!

It does, however, position you with your hiney in the air, thus guaranteeing the bear a nice, warm, ham dinner.

On the other hand, smaller companies and copywriters who are in touch with reality in general – and this sobering economic reality in particular …

Who partner together to shore up companies’ defenses – who make the right moves to reduce costs and increase ROI while there’s still time …

Stand an excellent chance of not only surviving, but also emerging from this adversity with greater market share and profits than they now believe possible!

Put simply, you have a choice. You can be a victim or a victor in this slowdown:

You can ignore what I’m about to tell you – and wind up bitching and moaning about how much this recession is costing you.

Or, you can take action now to turn lemons into lemonade and come out of this rough spot with substantially more money than you have today.

There simply are no other choices.

So what’s it going to be for you?

You’re going to do whatever it takes to keep your income growing no matter how screwed up the economy gets – right?

Good – I knew you’d say that!

In a moment, we’ll take a look at some of the things you should be doing now to come out of this smelling like a rose.

First, let’s take a closer look at what you should begin preparing for. (NOTE: The next section is dull, boring, long – and absolutely essential to your financial survival – let alone to your prospects for success in 2008 and beyond. So pour yourself a cup of Joe, put your feet up and read every last word. It’s more than just marketing training; it’s life training.)

Recessions 101

Before we look at how you can turn this economic slowdown into a nice pile of cash for yourself, let’s make sure you’re thoroughly briefed on what’s about to happen to the U.S. economy, your clients and to your business …

Q: So what is a recession, anyway?

A: Well, the official definition of “recession” is “two consecutive quarters of negative economic growth.” Or in plain English, six months in which the U.S. economy shrinks; one half of a year in which the total market value of all final goods and services we produce declines.

Q: How will a recession affect my business or my clients’ businesses?

A: This is no distant, esoteric event. Recessions can have a very real impact on your income and even on your ability to pay the bills.

In a typical recession, some event causes wary consumers to begin cutting back on discretionary purchases – things they don’t need to survive. As a result, corporate profits shrink and many companies begin losing money.

With sales and revenues plunging, businesses go into cost-cutting mode: They begin closing manufacturing plants, distribution facilities and stores and laying off hundreds of thousands of workers. Banks, savings and loans, brokerages and other financial institutions lay off thousands more as their profits decline.

Then, as they see the unemployment rate rising – and worried that they, too could lose their jobs – consumers cut their spending even more and the downward spiral continues and deepens. More layoffs. Less spending. Until the recession hits bottom.

Q: Why aren’t the experts sure whether we’re in a recession or not?

A: The thing is, it takes time for the government to gather and analyze each quarter’s economic data.

We do know that the economy grew modestly in the third quarter of 2007 (July through September). But the preliminary numbers for the fourth quarter (October through December) won’t be released by the U.S. Department of Commerce until we’re two-thirds of the way through the first quarter of 2008 – at 8:30 AM Eastern time on Thursday, February 28.

But it’s not an official recession until we see two quarters of negative growth. So even if the U.S. economy contracted in the last quarter of 2007, we won’t know if we’re officially in a recession until the numbers for this quarter – the first three months of 2008 – are released on May 29. And by then, we may find we have been in a recession since October of last year.

Q: Can’t the government do something to keep recessions from happening?

A: No. Recessions are a normal, healthy part of the business cycle. And as such, they are inevitable.

Throughout history, economies have always grown like crazy for a while, then taken breathers to clear away some of the debt and other excesses that build up during boom times. Once that’s done, the next growth phase begins.

But of course, the fact that recessions are inevitable has never stopped politicians from wanting to appear to be doing something to fight them. So the White House and Congress and the Federal Reserve nearly always make a huge show of tinkering with the economy when recession looms – and by doing so, inevitably make things much worse.

The Federal Reserve cuts interest rates repeatedly. The president and Congress introduce economic stimulus plans – typically, spending programs for infrastructure (new roads, bridges, dams, etc.) and for defense. They pour billions of dollars into the economy to prime the economic pump.

And the Treasury pays for all this by cranking up the printing presses and flooding the world with newly printed and increasingly worthless paper dollars.

When they’re successful, the economy may avoid recession for a while. Or the recession may be shorter or less severe than it otherwise might have been.

But if history proves anything, it’s that the longer a government holds recession at bay, the deeper and longer the next downturn is likely to be.

Q: Why now? What triggered this particular economic slowdown?

A: The boobs in Washington – here’s how:

In 2000, the tech bubble burst. Investors awoke from the stupor induced by the heady stock market gains of the ‘90s and suddenly realized that the Internet and technology stocks they owned had little or no real value. The companies behind them had few tangible assets. And not only weren’t they producing profits, they were losing billions of dollars every quarter with no end in sight.

So they began selling and the stock market plunged.

First, the tech-heavy NASDAQ crashed. Then, the S&P and Dow followed suit. Nobody knows for sure how much paper wealth went up in smoke during the Tech Wreck. Some say $20 trillion. Some say $30 trillion. Whatever it was, it was an amount several times larger than the value of the entire U.S. economy.

Then, in 2001, we had 9/11 … anthrax in the mail … and new wars in Iraq and Afghanistan. Nervous consumers began snapping their pocketbooks shut. Corporate earnings fell off a cliff. Unemployment began edging higher. A major recession loomed on the horizon.

So to stimulate the economy, our central bank – the Fed Reserve – began cutting interest rates like crazy. The Fed Funds Rate fell to 1% – less than half the rate of inflation. The interest rate on an average 30-year fixed mortgage fell as low as 5.2% and one-year adjustable mortgages fell to 3.5%.

Every lender in the land wanted his share of this debt bonanza and so they lowered their standards to attract borrowers. The era of “triple-zero lending” began – a time when you could buy a home, a car, a refrigerator or just about anything else for zero-down, zero percent interest and zero payments for a year – sometimes longer.

Since the government failed to enforce prudent lending standards, millions of under-qualified and unqualified borrowers were enticed to grab hundreds of billions of dollars in easy, cheap money to buy more house than they could afford, fancier cars than they could afford and everything else under the sun.

And to make matters worse, many borrowed up to 120% of the artificially inflated equity in their homes and spent that, too.

Then, with the economy fairly humming along in late 2003 and 2004, interest rates began to rise. Under qualified borrowers with adjustable rate mortgages felt the pinch as their monthly mortgage payments shot up by hundreds and in some cases, thousands of dollars every month. Some had no choice but to default on their mortgages and walk away from their homes.

A glut of repossessed homes came flooding onto the market. By 2006, real estate values had cracked, then began to plummet. And as millions began to realize they owed more on their homes than they were worth – and that rising payments were putting them at risk for bankruptcy – the number of mortgage defaults skyrocketed.

With inventories of homes – newly built homes plus a new glut of repossessed homes – soaring, real estate values plunged even further. Developers and construction companies couldn’t sell the new homes they were building so their sales and profits plunged and many went out of business.

Subprime lenders – companies that loan money to under qualified borrowers at exorbitant interest rates – were losing money hand over fist, too. More than 200 went bankrupt in 2007. More will go belly-up this year. And even major banks like Citigroup, Bank of America, Wachovia and others are declaring hundreds of billions of dollars in losses on loans and loan-based investments they own.

Now, gun-shy lenders have raised their lending standards so high, the only people who can get loans are rich people who can prove they really don’t need loans. Average consumers are finding it harder – and in some cases, nearly impossible – to borrow money to make major purchases.

Plus, with the economy slowing and unemployment rising, savvier consumers are voluntarily curtailing their spending; socking money away for the rainy days they see on the horizon.

That’s why the 2007 holiday season produced abysmal sales for many retailers … why Sears and others are predicting huge declines in retail sales for 2008 … and why they, too are cutting costs and firing workers.

And of course, the effect of all this bad news is hitting Wall Street like a ton of bricks. Stocks have just had their weakest New Year’s start in decades. The Dow and S&P 500 are down substantially since their October highs. The NASDAQ is down a whopping 18% in less than three months.

If something isn’t done – and done FAST – a recession now seems inevitable.

Q: So what’s the government doing to fight this bad boy?

A: A lot. The Fed has cut interest rates by a full percentage point since last August and is promising to keep cutting rates as long as it takes to reinvigorate the economy.

It has also injected tens of billions of dollars directly into the economy to help bail out struggling homeowners and save troubled companies. And right now, both the Bush White House and Congressional Democrats are working on huge economic stimuli packages that will be paid for with even more unbacked paper dollars.

Maybe they’ll succeed in stopping this recession in its tracks. Maybe they won’t. The problem is, nobody knows how many more homeowners will default on their mortgages tomorrow, next month or next year. And that means nobody can know for sure how long this downturn will last or how severe it will be.

Plus, all that economic stimulus – all those hundreds of billions of unbacked paper dollars being created to jump-start the economy come with a huge price tag attached.

Because The Law of Supply and Demand – as immutable in economics as The Law of Gravity is in physics – dictates that every new dollar that’s created reduces the value of every other dollar in circulation.
That means your cost of living is going to go up.

It has already begun. Last week, the U.S. Department of Labor announced that inflation jumped higher in 2007 than at any time in the past 17 years.

It’s a major reason why oil prices are flirting with the $100-per-barrel mark and why gasoline prices are sky-high. And it’s also a major reason why gold, silver, platinum, copper, wheat, corn, soybeans – and most other raw materials, natural resources and food items – are soaring in price.

A few weeks ago, the U.S. Department of Labor announced that in November, wholesale prices posted their most dramatic gain in 22 years. And because those costs are always passed along to consumers, it means the prices you pay for just about everything you buy are going to jump dramatically in the months ahead.

Plus, inflation is surging all over the world. The countries that produce our oil, food and 80% of the products you buy at Wal-Mart are suffering from rising inflation – and in some cases, double-digit inflation. That’s why the prices we pay to import goods from overseas rose by 10.9% last year – the fastest rise in 25 years.

Q: Could the picture be any more bleak?

A: Yes. America could elect a gang of cutthroats and highwaymen this November who favor higher taxes on investment, on business and on personal income.

Only a drooling moron would favor raising taxes at a time when a lousy stock market and rising inflation are already destroying the incentive to invest … when business profits are dwindling, losses are rising and corporate bankruptcies are off the charts … and when consumers’ personal income is being threatened by rising unemployment.

Unfortunately, plenty of drooling morons are running for office right now. Many look like they’ll win. And if they make good on their promises to raise these taxes, this recession could turn into a full-fledged depression faster than you can say “Herbert Hoover.”

(Sorry – I promised you no more political rants for a while. Evidently, I lied.)

BOTTOM LINE: The U.S. now appears to be entering a period much like the late 1970s and early 1980s – a time of “stagflation” in which the economy and the stock market are stagnant or even contracting while our dollars buy less and our cost of living roars higher.

That means the rest of the world is in for a rough ride, too.

Unless direct response companies take action NOW to trim expenses while improving the quality, effectiveness and efficiency of their marketing, they’re going to find it much harder to grow. Many will suffer declining sales. And some will simply cease to exist.

And freelance copywriters and others who depend on these companies for their daily bread are going to find that it’s harder to attract new clients … harder to earn large royalties … harder to keep their income growing.

Unless, that is …

You Choose to Turn Recessionary Lemons Into Lemonade

Now, if all of us were in the business of selling food, shelter, energy or the gold bullion that millions are buying to protect themselves from inflation, we’d all be in pretty good shape.

But we aren’t.

We sell newsletters, supplements, self-defense courses, business success advice, dating advice, weight loss and fitness products, kitchen gadgets, designer clothing and millions of the other things that people STOP BUYING FIRST when faced with economic uncertainty.

And therein lies the opportunity …

Because at a time like this, businesses that don’t find new efficiencies fail. Businesses that don’t innovate new, more effective ways to market fail. Businesses that fail to wring every last penny of profit out of their operations – fail.

See, in good times, everybody’s a genius. When a rising economic tide is lifting even sloppily-run, inefficient companies, nobody notices the tons of money slipping through the cracks. All they see is that they’re growing and getting rich.

Now, let me let you in on a little secret: Not every small (500 employees or less) business owner knows how to run a business efficiently. The fact is, most aren’t businesspeople at all. They’re inventors … publishers … technical wizards … and yes, some are marketers – people who had a better idea and leveraged that idea into a business.

But now, faced with declining response rates and even negative ROIs on their promotions, these business owners don’t feel so smart. They realize that shepherding a business through tough times demands a special set of business-building skills they simply don’t possess.

Many are desperate. And many would be willing – even eager – to contemplate a new kind of relationship with a copywriter (like you?) who also knows how to step into a business, turn it upside down and shake every last penny of profit out of that company.

In short, to not only stem its losses, but to find new efficiencies that can keep its profits growing even while competitors are getting clobbered.

And if that’s the case …

Don’t you think that learning how to do that should be the #1 priority for copywriters who are determined not to allow anything – least of all, a slowing economy – stand in the way of their success?

… Like you, for instance?

For you copywriters, I’m really talking about simple line extension here.

I’m talking about adding a whole new set of weapons to your business-building arsenal. I’m talking about leveraging relationships you already have with clients to find new ways to help them, to make yourself indispensable to them and by doing so, to multiply your income.

I’m talking about giving your clients better copy AND giving them better advice – and better ideas – for every part of their businesses.

And if you’re an entrepreneur, business owner or marketing exec, I’m talking about learning how to do this yourself; or failing that, partnering with someone who can do all of that for you and also give you white-hot sales promotions.

How to be a super-hero:
The Seven Percent Solution

Let’s say this recession slashes a particular business’ profits 30%. Suddenly, the owner is earning only 70% of the profits he earned last year.

Now, as a copywriter, you could just write a better promotion in the hopes of raising his response and average sale.

But to erase that 30% decline, you’ll need much more than just a 30% sales boost. Your admittedly inspired copy will have to boost his sales by a whopping 42%.

Willing to bet your copy can do that? In a recession?
I thought not.

But what if you could help his company cut costs by just 7% …

Bring him 7% more new customers …

Boost his profit on each product sold by just 7% …

Cause existing customers to order from him 7% more often …

Increase his average sale by just 7% …

And keep customers buying 7% longer?

These incremental improvements would restore his profits – and then some – in no time flat!

And if you improved each of these metrics just a little bit more – say, by a meager 10% – he’d be growing his profits by a respectable 24% per year – at a time when his competitors are losing their shirts!

If the company was doing, say, $40 million in profits before you darkened its door, your ideas and advice – combined with your solid sales copy – would have put an extra $9.6 million in the owner’s pocket.

And of course, if you’ve structured your deal correctly – asking for a meager 10% of the increase in profits you produce – that one client could be worth $960,000 to you.

In a single year.

In a recession.

Doesn’t suck – right?

What you’ll need …

To do all that, you’ll need to know more than just how to write great copy. You’ll need a whole new set of business-building tools.

You’ll need to have the knowledge and the skills to be able to …

• Spot the business owners who are most likely to partner with you – who need you the most – and then structure a working arrangement that’s so enticing, he can’t wait to sign on the dotted line …
• Position the company, its products and its spokesperson in ways that make them utterly indispensable – a NON-discretionary expenditure for prospects and existing customers in this challenging new environment …
• Spot and eliminate chokepoints in the organization and in its marketing procedures that unnecessarily increase its marketing costs and limit the effectiveness of its sales campaigns …
• Squeeze his current customer base to determine where his most likely prospects are hiding now … how they can be reached most cost-effectively … what they need to hear to make the buying decision … and by doing so, create a quantum leap in his new customer acquisition campaign response, conversion rates and ROI …
• Identify new product opportunities that fit hand-in-glove with your prospects’ and customers’ most compelling resident emotions – products that pretty much sell themselves …
• Innovate new offer structures that make it nearly impossible for prospects and customers to NOT act on your promotions …
• Harness the amazing power of the free Internet – and the explosive viral power of Web 2.0 – to trigger a tidal wave of new prospects and customers, without the high cost and capital risk of offline sales campaigns …
• And much, much more.

I’ll show you how to do all that and more
next week and every week in February.

In the meantime, I strongly recommend
you begin building strong PERSONAL defenses
to see you through 2008:

1. If you own stocks or equity mutual funds or ETFs, take a long, hard look at them: So far, real estate and constructions companies, sub-prime lenders and major lenders have been slaughtered on Wall Street. Right now, retailers and tech companies are also taking it in the shorts. Unless this thing turns around soon, pretty much every U.S. stock could take a beating.

   And if you own them – either directly or through a retirement plan – you could take a financial beating, too. This is no time to go it alone. If you have a financial advisor, the prudent thing to do would be to speed-dial him now and talk to him about getting your assets to safety.

   What’s safe today? Not much. U.S. Treasuries guarantee your principle and interest – but the interest rate they pay is less than the rate of inflation and you have to pay taxes on your gains, so you’re pretty much guaranteeing yourself a negative return. Even worse, if you buy them now and try to sell them to get at your cash later, you may find they’ve declined in value.

   You could try to learn from history. In our last great stagflationary period in the late 1970s and early 1980s, inflation hit 18% and the Prime Interest Rate peaked at 21% … and gold exploded in value to $850 per ounce – nearly $2,300 in today’s money. Since that’s more than double today’s gold price, you may want to ask your advisor about investing in companies that produce the yellow metal. When gold prices are rising, their stock can rise much, much faster.

   You may also want to take a look at companies that produce stuff we can’t live without. Energy and food, for example. They may decline temporarily when the entire market drops precipitously, but over the long haul, global demand and inflation are likely to push them higher.

2. Fight for every tax deduction like a junkyard dog: Your cost of living is rising. Drooling morons are promising tax increases in your future. This is no time to be overly generous with Washington. Take a good, hard look at your taxes this year. Get professional help if you feel the need. Whatever you do, make sure you get every legal deduction that’s coming to you.

   Another thought: If you’re expecting a fat refund this year, there’s something seriously wrong. If you paid more through paycheck deductions than you owe, it means you loaned that money to Washington interest-free last year.

   Talk to your employer and/or your significant other’s employer about increasing the number of exemptions you claim. That will reduce the amount the feds confiscate out of each paycheck and keep more of your money where it belongs: In YOUR pocket.

3. Do a budget: A couple of times every year, The Redhead and I sit down and figure out where the money goes. We look especially closely at things we spend money on but that we can easily live without. And we think about ways to live better on less.

   It’s a healthy exercise even in the good times. When the economy is slowing like it is right now, it can be a life-saver.

4. Cut expenses. Every family and every business spends money on things that would never be missed if they were never bought. Find these expenses. Eliminate them with extreme prejudice.
   
5. Sock away every penny you can: When you’re young, one of your greatest joys is feathering your nest. When you’re as old as I am, you’ll find it’s far more satisfying to watch your savings mount.

   Do yourself a favor: Discover this inestimable joy sooner rather than later.

   Follow this rule: Have six months living (or operating) expenses socked away. You can afford food, clothing, shelter, utilities, a phone, transportation, basic health insurance and emergency medical care should it be necessary. Nothing more.

6. Get your name out there: Again: An essential rule to follow even in good times and in slow times, an absolute necessity.

   Network your fanny off. Use marketing forums, blogs, even general interest video blogs like YouTube to crow about your successes and to demonstrate your expertise. Use social networking sites like MySpace and others – and business networking sites like LinkedIn.com to connect with other marketers.

   Consider starting your own blog or e-zine. Share ideas in e-mails and letters to prospective clients. Pick industry conferences where your best prospects gather and use them to make new contacts.

   Make a list of every company you think you want to work with. Then methodically contact a minimum of 25 of those companies a week. Ask to talk to the person responsible for hiring copywriters. Show them your work. Give them some thoughtful ideas. Fill your dance card.

7. Sharpen your business-building skills and add new ones: Instead of wasting time with the boob tube each evening, set aside a couple of hours each day for reading.

   First, if you haven’t already, devour the masters of ad copywriting – Hopkins, Caples, Schwab, Collier, Ogilvy. Then, move on to Positioning: The Battle for Your Mind (Ries & Trout) and to better understand your prospects, memorize Psychocybernetics (Maltz) and Looking Out for #1 (Ringer).

   Next, expand your understanding of the direct response marketing process with Bob Stone’s Successful Direct Marketing Methods.

   And whatever you do, check in here every Monday for more recommended reading – plus my own strategies for creating explosive sales growth even in tough economic times.

8. Begin talking to existing clients about crafting a new, more intelligent relationship: Take a road trip. Visit existing clients and top prospects. Meet their marketing folk. Ask to see their marketing materials. Grill them to find the greatest challenges they’re facing now.

   If you’re doing mostly new customer acquisition promotions for a client, ask permission to give him some great ideas for boosting response in the promotions he sends to existing customers. Ask to see his package inserts and offer ideas for strengthening them.

   Offer suggestions to demonstrate how valuable an asset you can be to them far beyond the copywriting cubbyhole you’re in now.

   Then, ask if your client would be willing to consider a new kind of relationship – a relationship where you become his exclusive partner – a marketing-savvy collaborator willing to fight for every penny of profit that is now hidden in his business or slipping through his fingers.

We’re just getting started here.

As I said earlier, I’m going to give you much more on this next week and throughout February.

Last week’s article and this one are just the view from 30,000 feet. Broad brush strokes. Conceptual stuff.

Before this series is complete, I’m going to get tactical on your sorry butt – with very specific, “do-this; then-do-that” step-by-step advice to expand your expertise, become indispensable to your clients and produce legendary successes no matter what the economy throws at you. So stay tuned, my friend – there is much, much, MUCH more to come

Yours for Bigger Winners, More Often,

Clayton Makepeace
Publisher & Editor
THE TOTAL PACKAGE

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126 Comments »

1. Comment by Andrew Cavanagh — January 21, 2008 @ 8:54 am

   Great post Clayton but you\’re still talking and thinking like a copywriter (albeit a brilliant copywriter).

   To really make this approach fly copywriters without your overwhelming track record need to start thinking like business marketers and strategists.

   And there is no one I know better to teach that than your good friend (and the guy who helped me land my beautiful fiancee)…

   Jay Abraham.

   If you haven\’t read anything by Jay or listened to one of his bootcamps or his Mastermind Marketing audio from Vic Conant then it\’s long overdue for you.

   And you\’ll immediately begin to see where you can help the business owners you come in contact with make a whole lot more money.

   Kindest regards,
   Andrew Cavanagh

2. Comment by Glen Kohlenberg — January 21, 2008 @ 9:00 am

   Excellent advise Clayton our company lost $600,000 of profit last year doing alot of the things you are talking about.But now we are stable and ready for the ride for 2008.Yes we increased our marketing budget by half and have tapped into our suppliers pockets for ad money.You need to do line item accounting cuts as we did.it does not happen overnight it takes some time to do it right.It\\\’s worth the pain and it makes you stronger and a better business.Keep up the good message.

3. Comment by John Forde — January 21, 2008 @ 9:03 am

   Clayton,

   Well I, for one, loved your last post… and this one. And I lead exactly the kind of \’freelancer\’s life\’ you debunked.

   What I loved about it was that I didn\’t think you were slamming any doors at all. Writing copy for a fee and royalties can still pay pretty nicely. But the fact of the matter is, there has to be a \’next level\’… and I think you\’re describing it.

   Look, there\’s no question that freelance copywriting can pay, as described. There\’s a ton of demand. And for someone making $50K now, making $150K or $200K a year or more from now isn\’t too shabby.

   But I look at it like this. People who got a start writing copy inside a company — with on-site mentors and lots of opportunity to learn and work — have an edge on those who came to this field on their own. That\’s only natural.

   Likewise, being a freelance copywriter is a great training ground for moving up to what you describe, where one becomes part of a client\’s business as a peer, partner, and advisor.

   It\’s like the difference between being a highly paid screenwriter or actor… and being a director or producer. The former make money, but the latter make the real dought.

   I\’m not there yet, on moving in on a piece of the business itself. But definitely would like to be, and have real opportunities like that taking shape right now.

   Count me in as someone who will read every Feb. issue top to bottom.

   Best wishes to you, Wendy, and the rest of the crew for 2008.

   Jack

4. Comment by David Pike — January 21, 2008 @ 9:07 am

   I\\\’m not a professional copywriter but a business owner and marketing fanatic.Your article is an excellent summary of what is going on over there and if we are not careful will do so over here (already started).You are a bright lad !being in the executive search business companies are going to need the very best talent to help them thrive.I do a monthly newsletter and might include some of your piece(I will give you credit) Thanks for the clear insight. Regards David (England)

5. Comment by Pete moring — January 21, 2008 @ 9:21 am

   This last few weeks I\’ve been trawling through a rake of E-mails all \’vitally important\’ to my on-line success.

   I\’ve sat through numerous video\’s as I like that tutorial format the best.

   At the end of the day, I find my head spinning. I see quite a few of \’your\’ E-mails unopened as I\’ve been sifting through \’The Vitally Important Stuff\’. So I think to myself; \”Let\’s just see what Clayton\’s up to\”, low and behold, I find some grounded common sense. A sense of reality I\’ve not really experienced since before Xmas.

   It feels good to know there really is someone with good old-fashioned common-sense out there.

   Thanks again Clayton.

   Pete.

6. Comment by Dwight White — January 21, 2008 @ 9:32 am

   Can\’t believe that you invest the time to deliver such value for free Clayton… You are one in about 6.7 billion.

7. Comment by Apryl Parcher — January 21, 2008 @ 9:39 am

   Clayton:

   Wow…you\\\’ve got me very excited about what\\\’s coming up next.

   This economic slowdown, combined with a scary election has me shaking in my copywriting boots! Especially since I\\\’m getting out of the small business market and looking for larger clients.

   Unfortunately, our brainless entitlement mentality voters in Maryland have elected one of those tax-and-spend boobs as Governor, and he\\\’s doing everything in his power to ruin business in the state to appease the stupid-vote block that got him in–and taxing us all to death in the process.

   Everyone\\\’s pulling in their horns…and with all this happening, differentiating myself will be absolutely necessary–I\\\’ve already seen a slow-down in my own business, and it\\\’s scaring the crap out of me!

   Looking forward to your help.

   Apryl

8. Comment by Larry E. Nelson — January 21, 2008 @ 9:50 am

   I run a dealership for a 3 wheeled auto that can go 1000 miles for less then 30 bucks. The factory needs investors to help it. Can you help with this in anyway? The address is my email without Larry in front. Would you be interested in this type of partnership?
   Thank you. Larry

9. Comment by Clayton Makepeace — January 21, 2008 @ 9:57 am

   Andrew, I respectfully disagree: I am not thinking like a copywriter.

   To the contrary: As I pointed out both last week and this week, a huge part of my success has come to me because I become the master strategist and \”business doctor\” for my clients.

   The skills that allow me to do this — and to do methodically, systematically improve every aspect of my clients\’ companies are precisely what I\’m suggesting copywriters begin developing — and that we\’re going to cover in depth in every issue for the next several weeks.

   Oh — and the Jay Abraham thing? I\’ve known Jay for more than 30 years — ever since he moved into the office across the hall from me in Palos Verdes in the early 1970s.

   His office was across the hall from mine on Silver Spur Road in the early 1970s. And when Jay started his print newsletter in the \’90s, he asked Tom Phillips to hire me to write the promotion.

   Sadly though, he never introduced me to any girls!

   And thanks for the kind words, Jack! An excellent writer like you could definitely multiply your income many times over with these strategies!

   Oh-and David, you are in a spectacular position to leverage this economic slowdown to the hilt!

   – Clayton

10. Comment by John Gilger — January 21, 2008 @ 9:58 am

    Another great post as always.

    You helped gel some of the ideas I\\\’ve been considering since your last post — seeking longer term relationships with good clients and becoming more of a partner with them than a vendor/contractor.

    I\\\’m looking forward to your continuation on this topic. I think it will be great help as I shift the focus of my marketing and promotion.

    Thanks.

11. Comment by Clayton Makepeace — January 21, 2008 @ 10:05 am

    Thanks for the kind words, Pete, Dwight and Apryl — comments like yours make the time and effort we put into this letter a great investment for us.

    Hey, Larry — send info about your car to feedback@makepeacetotalpackage.com and tell Martha to forward it to me.

    I\’ll contact you personally about it later this week.

    Cheers!

    – Clayton

12. Comment by Kammy Thurman — January 21, 2008 @ 10:20 am

    Excellent article, Clayton. I just told my hubby you scared the crap out of me! — and I\\\’m pretty jaded toward fear-based messages.

    I\\\’ll be looking forward to the nitty-gritty over the next weeks. I\\\’m always searching for rubber-meets-the-road strategies I can use for my family\\\’s photography studio (we\\\’re one of those \\\”luxury\\\” biz\\\’s that gets hit first when the economy goes south) and my own copy clients.

    I fell into a copywriter/marketing strategist role pretty much by accident — even tho I\\\’ve had no marketing training other than read, read, read and test, test, test.

    So I know it\\\’s totally doable without \\\”official education.\\\”

    But I\\\’ve found this role is pretty foreign to freelancers. They don\\\’t have confidence to act as consultants because they don\\\’t have any \\\”training.\\\”

    I\\\’ll be looking forward to your advice on how they can get past this self-imposed obstacle and provide much greater value to their clients, and higher profits and stability for themselves. I\\\’ll be sending them your way to check it out.

13. Comment by Douglas Kelly — January 21, 2008 @ 12:04 pm

    You advice is right on the mark. I\’ve never done copywriting as a stand alone service. Being about your age, and having come up through the advertising business to open my own version of Copy Ink, I\’ve always known that to be a real value to my clients, I have to know their business. And be able to see it maybe even better than they do. And this means I get involved in all their marketing and a little of their operations so I better understand the \”why\” of their marketing.
    There is no other way to effectively use my talent, abilities and experience. If I\’m just a copywriter, then I\’m treated as a vendor or supplier. That does not have much a future to it. It\’s too easy for the client to me as an expense rather than a \”partner\” in his success.
    Those who don\’t understand this and what you are talking about are doomed to have a hard-scrabble career. Ultimately, unless things go unusually well, your writing services will be based on the best price one can negotiate. Which means that you\’ve just become a commodity.
    The real value of your copywriting is derived from the connections you can make with it to the rest of the marketing pie for the client. Marketing really is an all encompassing area of a company. One of the three legs of the stool–the other two legs being finance and operations– upon which rests the company\’s ability to function.
    Thanks for doing everyone in this business a big favor by explaining to the greener people of our business how to give themselves a big edge. And to be successful. They will find it much more gratifying to be involved in the whole marketing effort than just one facet of it. And much more stable and profitable.

14. Comment by Lawton Chiles — January 21, 2008 @ 1:18 pm

    Dear Clayton, where in the heck do you find the time to write all this brilliant stuff?

    It boggles the mind…

    Thank you though for your insights and daily encouragement.

    I would move out there to NC and help you but I have to stay put in Fla for now- too much moving around.

    How would you suggest I position myself to call up upper-end clients here in Florida like doctors, chiropractors and others in various fields and arrange a deal for a percentage of the sales?

    I would not know how to track that and they wouldn\’t either.

    My other clients simply don\’t have the cash to do direct mail or are afraid of testing new things.

    Thanks again,

    P.S- do you need podcasting advice? I would love to see you do more interactive media and I could help with that.

    If curious, just email me and we can discuss podcasting and it\’s awesome reach.

15. Comment by Emette E. Massey — January 21, 2008 @ 1:32 pm

    Hi Clayton,

    Athough I\’ve never spoken to you personally, I had the great privledge of speaking to Wendy and John as I was one of the top five cub applicants. That was pretty cool.

    At first I got a little discouraged about the whole copywriting thing when I first read your post last week. But after letting it soak in and especially after reading this week\’s post, I\’m excited about the possibilities.

    I like your partnership model. It\’s sensible and obviously profitable for both you and the client. For some time I\’ve noticed marketers like Jay Abraham taking on the role as partner with his clients. And why not? Seems you\’d gain even more credibility and trust from your prospects–especially if you make them a better than risk free offer to boot.

    And while I\’m thinking about it thanks dude for sharing your insights for not only me but all the the other loyal readers through your total package! It\’s like going into battle with an entire Armored Tank Division by your side.

    Can\’t wait to read the rest of your insights for February.

    Peace,

    Emette

16. Comment by Rob Palmer — January 21, 2008 @ 3:00 pm

    I agree, Clayton. I\’m sure you know that the Chinese word for \’challenge\’ is the same as the word for \’opportunity\’ - and opportunities about in recession.

    When advertisers start slashing budgets, advertising rates will fall like a stone, both online and offline. So savvy marketers will have the opportunity to pick up huge amounts of ad inventory for peanuts.

    So as long as copywriting is good enough to compensate for a likely decrease in conversion rates, it\’s going to be like selling umbrellas in the rain!

    And history shows that companies who maintain their marketing spend through a recession always come out of it with a significantly increased market share.

17. Comment by Bob Oni — January 21, 2008 @ 3:12 pm

    Hi Clayton,
    Thanks for giving it straight from the heart. Great Stuff!

18. Comment by Clayton Makepeace — January 21, 2008 @ 3:52 pm

    Thanks for the \”thanks\” guys …

    You hit the nail on the head, Emmette! My partnership model works for me precisely BECAUSE it works so well for my clients.

    Next week, I\’m going to show you how well it works — and how easy it can be to convince a client to give it a try.

    I call it my \”First Date\” strategy — and so far at least, it has never failed to work.

    Actually, it\’s a perfectly natural way to let the partnership model sell itself — just by getting out of the way and allowing nature take its course.

    And of course, none of this makes sense unless you have the knowledge, skills and tools to take your client\’s company to the next level. And I\’ll dive into that beginning the week after next — so stay tuned!

    And Lawton (any relation to \”Walkin\’ Lawton?\”) why don\’t you e-mail John Newtson at feedback@makepeacetotalpackage.com and talk to him about the podcasting thing?

    Cheers, ya\’ll!

19. Comment by Clayton Makepeace — January 22, 2008 @ 1:47 am

    It\’s 3:30 AM and I\’m at my desk checking the economic and financial news — and you\’d better brace yourself …

    Since the U.S. stock market\’s close on Friday, Asian stock markets have sold off as much as 15% and European markets are down between 10% and 13%.

    Today, U.S. stocks trade again for the first time in three days because of the MLK holiday — and there will be blood in the street.

    This is shaping up to be one of the worst days in memory for U.S. stocks.

    Recessions and stagflationary periods typically begin with three phases:

    1. Denial: Economic indicators (GDP growth, employment, consumer spending) begin to deteriorate — stocks experience increasing volatility: Surging on government intervention and every scrap of seemingly good earnings news, plunging with each negative news report …

    2. Capitulation: A short period of time in which the Dow, the S&P, the Nasdaq and other indices crash, slashing stock values by double digits …

    3. Consolodation: A period lasting many months to as long as seven or eight years in which stocks and equity mutual funds and ETFs go pretty much nowhere — and because of massive government money-pumping, the dollar plunges and inflation rockets higher.

    During this period, interest rates also tend to be bid higher to compensate investors for rising inflation.

    Remember: In 1980, inflation hit 18% per year and the Prime interest rate hit 21%.

    BOTTOM LINE: There are going to be A LOT of desperate business owners out there — many eager to structure relationships with marketers who have the skills to create new efficiencies, minimize their costs and maximize their marketing returns.

    So keep checking back here: Beginning next week, I\’ll show you how to do all that — and more!

    – Clayton

20. Comment by Andrew Cavanagh — January 22, 2008 @ 8:00 am

    Hey Clayton,

    I\’m well aware that you\’re old friends with Jay Abraham of course.

    \”Andrew, I respectfully disagree: I am not thinking like a copywriter.

    \”To the contrary: As I pointed out both last week and this week, a huge part of my success has come to me because I become the master strategist and \”business doctor\” for my clients.

    \”The skills that allow me to do this — and to do methodically, systematically improve every aspect of my clients\’ companies are precisely what I\’m suggesting copywriters begin developing — and that we\’re going to cover in depth in every issue for the next several weeks.\”

    I think your advice is spot on.

    But I also think there could be a HUGE rift between the type of clients you work with and the type of clients your average subscriber is working with.

    Perhaps I\’m off target here but maybe you should survey your list and see.

    I\’m guessing most of your clients are doing in excess of $20 million turnover a year.

    Yet most of your subscribers are either copywriters working for clients with less than $2,000,000 turnover a year or business people with less than $2,000,000 turnover a year.

    While the business fundamentals are the same the way you implement ideas can be radically different between those two business sizes.

    Their marketing processes, their staff infrastructure, their skill and experience, their cash reserves and marketing budgets are going to be vastly different.

    But I\’m only guessing of course.

    You would know the demographics of your email list better than I would.

    Kindest regards,
    Andrew Cavanagh

21. Comment by Michel Fortin — January 22, 2008 @ 8:08 am

    Brilliant, brilliant, brilliant!

    That\’s all I have to say.

22. Comment by Lawton Chiles — January 22, 2008 @ 9:04 am

    Clayton, yes, I am his grandson.

    Surprised that you knew the nickname

    Where did you live in Fla?

23. Comment by Markus Trauernicht — January 22, 2008 @ 10:02 am

    With about 70 Billion Euro beeing wasted alone on the DAX yesterday here in Germany, I think opportunities are really opening up more and more for copywriters. Yes, I believe newsletters will take a strong beating. But the \”You give me 25 Cents for every Dollar I make you!\” approach is really a dooropener.

    Markus Trauernicht from Berlin

24. Comment by Sid — January 22, 2008 @ 10:23 am

    Clayton, that was an amazing post. The timing couldn\’t be better. I\’ve been doing what you say with really small clients for the past couple of months, but I\’m also way out of my league when it comes to approaching the larger businesses who actually have money to spend. I\’m REALLY looking forward to the nuts and bolts of \”how to.\”

    But I\’d also like to understand how to create a good list of target partners (instead of customers).

    It\’s fun thinking of this as a targeted partner list instead of a customer list.

    Oh, and what about the stock market this morning!

    One more thing… this article is also an absolutely brilliant sales letter. I\’ve saved it for my swipe file.

25. Comment by Deb Gallardo — January 22, 2008 @ 10:29 am

    Clayton, I\’ve got to hand it to you. Your analysis and insight are incisive and ring distressingly true.

    But —

    Through no fault of yours, I feel like a 5-year-old on her first day of Post-Doctoral Training! She may be way ahead of the kindergarten pack, but is practically a babe-in-arms compared to the giants sitting next to her — smart, savvy, highly accomplished, ultra professional giants with a level of experience and competence that sets them so far ahead of their own peers that she\’s ready to retreat to a Montessori preschool. :sigh

    This is good — no — GREAT stuff, Clayton, but I\’m waaaay out of my league here. I\’m not sure I know enough to even watch and learn intelligently from the sidelines in this Super Bowl for copywriters.

    Thanks for expanding my horizons, however. \”Grammar School\” doesn\’t look quite so boring as it once did. Back to the basics…

    Deb

26. Comment by Clayton Makepeace — January 22, 2008 @ 4:33 pm

    Hey Deb … hang in there — before you know it, this stuff will be child’s play for you.

    In the meantime, you should check out our archive of previous issues for tons of great free stuff on the finer points of copywriting.

    Lawton: I lived in Sarasota for ten years – first right on the beach on Siesta Key, then on the Grand Canal on Bird Key and then, when Wendy got allergic to the red tide, we moved off the water. We bought Paul Azinger’s golf estate from him in Parrish.

    This place in NC was our summer home – a way to escape the searing Florida heat. But I had so much fun with my motorcycles and Porsche up here we decided to move here full-time about five years ago.

    Gotta love governor “Walkin’ Lawton,” though. What a great character!

    Oh – the answer to your question on page two of this blog:

    First determine what their annual gross revenues are now. Then take a percent of the increase you produce for them. Of course, this only works if you’re in partnership with them, helping them create new efficiencies in every part of their businesses.

    You’re right on the money, Markus – investment newsletters that offer folks a way to not only insulate their wealth but to actually profit from this downturn will do spectacularly well this year.

    When things get rough, investors want more than just information. They want an advocate — a champion with a unique point of view and investment philosophy — to see them through.

    You can’t get that kind of relationship from The Wall Street Journal or Forbes or by searching the Web for information.

    This is actually the best of times for financial newsletter marketers. In fact, one of my clients did $1 million in sales TODAY!

    Sid, thanks. I started watching Asia come apart at the seams at 3:00 AM this morning … watched the crash spread across Europe … and sent e-mails to my client saying I thought the Fed would spring a surprise .75% rate cut on us before the market open in New York and that gold would explode higher on the news.

    RESULT: Right on all counts! And after gold hit a low of $850 this morning, the Fed rate cut pushed it up more than $40!

    Rob, you are absolutely correct. Not only will ad media come down in price, competition will also decline in most niches.

    Imagine: Cheaper advertising, less competition, better response rates for companies who do it right … and you in the middle, snagging 10% of every dollar you produce!

    A few months ago, a $200 million company offered me 10% of sales if I’d just partner with them. If I’d said “yes,” that would have been a guaranteed $20 million payday from the get-go … and much more as I grew their company.

    Unfortunately, I had to turn them down – previous commitments and inadequate staff.

    Can you see why we’re hiring like crazy right now?

    Hi again, Andrew! You’re right of course. I’m well aware that I’ve earned the right to work with bigger companies.

    But when I began partnering with Security Rare Coin, it was only a $4 million company – and it was dwarfed by Investment Rarities – the company Jay was working with.

    A year later though, we were #1 with $16 million a month in sales.

    The critical criteria is not the size of the dog – but the size of the fight in the dog.

    Finding a hungry little company with fantastic products and lousy organization, inefficient procedures and off-the-mark marketing strategies is like finding a 100-carat, D-flawless diamond buried at your feet.

    Fact is, all other things being equal, it’s often easier for a $2 million company to double, double again and double yet again than it is to create a 50% boost for a $20 million firm.

    Plus, if you don’t like the organization or the staff, you change them.

    And as far as the limited marketing warchest is concerned, you just start with the projects that will generate the money you need – with solid strategy and strong copy for promotions to their existing customers.

    Get the owner to agree to set aside a percentage of those profits to attract new customers – and employ a set of strategies I’ve developed to do that for next to nothing or even free — and you’re off to the races.

    And thank you, Michel Fortin … that’s high praise coming from a brilliant fella like you!

    Let’s keep this conversation going – I’ll be back online at 3:00 AM.

    Cheers!

    – Clayton

27. Comment by Clayton Makepeace — January 23, 2008 @ 6:58 am

    We\’ve talked about the advantages of partnering to both companies and copywriters …

    And we\’ve talked about how not exploring a better way in this tough new business environment could cost you a fortune.

    So now, you tell me: WHY WON\’T THIS APPROACH WORK FOR YOU?

    What do you need to begin putting it to work for you beginning right now — today?

    Let\’s get down to brass tacks, here.

    I\’ll check this blog three times each day between now and Monday — at 3:00 AM … at noon … and at 6:00 PM to answer your questions and respond to your comments.

    So c\’mon — tell me what you need to succeed and I\’ll give it to you!

28. Comment by Andrew Cavanagh — January 23, 2008 @ 7:45 am

    Hi again Clayton.

    I talk to small business owners about their marketing every day and I can tell you their first 2 major issues are:

    1. They don\’t keep any kind of useable list of their clients or prospects.

    2. They don\’t have any kind of real marketing budget because they\’re not tracking their advertising.

    You\’re used to dealing with some good marketers…even brilliant marketers.

    But the reality of a copywriter starting out is they\’re going to have teach really crappy marketers how to get in the game.

    I love reading your strategies about copywriting and marketing but I mean no disrespect at all when I say it bears no resemblance at all to the methods I am forced to use with the majority of brick and mortar small business owners I deal with.

    They need grounding in really basic fundamentals like \”let\’s create an email list, a mailing list and a list of telephone numbers and start contacting your clients on a regular basis\”.

    I\’ve helped some regular small businesses make a lot of money but most of it was made by doing nothing more sophisticated than giving out gift vouchers to prospects, JV partners and clients.

    I think if you\’re going to do this you need to:

    1. Dumb down your approach and start with some really simple fundamentals or

    2. Just cater to copywriters who already have marketing savvy clients.

    I am trying to be genuinely helpful here not critical because I love your advice and your newsletter.

    Personally I would love to see a ground swell of copywriters helping small to medium sized business owners thrive in what is likely to be one of the worst recessions the US has ever seen.

    Those businesses will be hurting and they need the help.

    Kindest regards,
    Andrew Cavanagh

29. Comment by Lucinda — January 23, 2008 @ 7:50 am

    Hello, my name is Lucinda and I\’ve been visiting this site for sometime now ….. I\’ve recently been laid off from a corporate job ….yeah put all my eggs in one basket - they\’re now broken & so am I. Can you please direct me to how I could possible start without the expenses. Dont get me wrong I personally think any good thing is worth a price as I believe in Claytons products, unfornately, I have been left completely broke with no extra money. But I decided on one thing as I wipe the tears from my eyes - I will never let a corp J.O.B ever control my life again. Im 38 and I swear those people will be calling me for my copywriting business. sorry, getting a little worked up when you have house and kids hanging on your need (no option) to provide…..any suggestions would be greatly apprieciated. I know that Im starting at square one, but there just has to be a way or something.
    Thanks
    Lucinda

30. Comment by John Scola — January 23, 2008 @ 7:54 am

    Hi Clayton,

    I would like some advice how to get started in finding and approaching potential clients for partnership opportunities. Thanks!

31. Comment by Derek Parry — January 23, 2008 @ 7:57 am

    Thank you for offering this opportunity to learn and to improve my performance. At this time I am writing a Master\’s Thesis as well as working full-time and my free-time is restricted. I will be focusing on your material come late February. I hope that you have the patience to hang in there with me until then.
    Derek.

32. Comment by Susie Henderson — January 23, 2008 @ 8:00 am

    Hi Clayton,

    This sounds so much like what I want to do for companies, but as a newbie in the business, I\’m not sure I know where to start, or how to convince anyone I know what the heck I\’m talking about (like Deb).

    And as Andrew commented, I\’m as likely to be working with small companies that really don\’t know what marketing is.

    For further complication, my favorite niche is fundraisers, and I don\’t know that any of them would partner with me on a percentage basis, because they want to keep all their income for their projects (the honest ones, do, anyway), not their overhead. Any suggestions?

    Thanks, though, as always for welcome advice. I\’ll stay tuned and see if I can put something like this in place for my fledgling business.

    Best regards,
    Susie Henderson

33. Comment by Glen Kohlenberg — January 23, 2008 @ 8:02 am

    Clayton I wish I had known you when you lived only 5 miles from us.What bongles the mind is when your doing $20 million ayear the owner does not care about marketing,advertising etc.

    But when business is cut in half in one year then all of a sudden its the main topic.

    The funny part is they have know clue where to start.They let the paper or TV come in and write there ads!
    I also deal with multi million $ suppliers and they have know clue.Just throw money at it attitude.
    Thanks for letting me rant.

34. Comment by Joyce Zborower — January 23, 2008 @ 8:12 am

    Hello Clayton,
    Thank you for giving us the opportunity to talk to you.
    Personally, I appreciate your political rants. It’s about time someone with some clout spoke up.
    I am a twice-elected Precinct Committeeman in the Democratic Party. With the help of a substantial number of Republicans, we elected a Democratic Congress to begin cleaning up the mess, but what they did was meld themselves into the problem. While I abhor how the Bush administration is raping this country, many of our elected Democrats are no better. And there are many other ordinary Democrats who feel exactly as I do. However, I don’t believe that ‘no government’ is the right answer, either. I think there has to be some kind of a social net for those less fortunate – it’s just gotten way out of hand. I also believe there needs to be a social net of some kind for those who are more intellectually fortunate for they are the ones who have the potential to move this country forward. In our present school system, the more fortunate are being sacrificed for the benefit of the less fortunate. Not a very intelligent way to go. Looking at this situation from this government’s point of view, however, an ignorant society is much easier to manipulate and control.
    Following your first rant last week, you included a link to the National Platform of the Libertarian Party – which I read and sent to my political list. I heartily agree with many of their (your) views, but some of them (such as privatizing all public lands and eliminating all gun control — which are the ones that stand out in my memory at the moment – and a few others) don’t sit well with me.
    We, the people, (no matter what our political preferences) are more alike than we are different – in spite of what some might have us believe. Just like we needed Republican/Independent/Libertarian help to change the Congress, you need Democratic help to change the government. My advice is: Re-think your prejudices. Help us re-think ours. Let’s see if we can work together.
    Joyce

35. Comment by LaMarl — January 23, 2008 @ 8:47 am

    Hi Clayton,
    Im new to this business. Currently an AWAI copywritng student. How can I partner with companies at this stage and creat a Win/Win for both parties involved. I want to start right and finish strong. Thanks!!

36. Comment by Emette — January 23, 2008 @ 9:18 am

    Hi Clayton,

    I figured I chime in again. Sounds like so many of us are starting at near ground zero. I\’m no exception.

    My question is to pull this partership deal off would you not have to be highly skilled on marketing strategy side?

    Like Andrew and several others, the problem is trying to get prospective clients to understand the value of using accountable advertising methods.

    Basic stuff like do you have a mailing list or do you track ad results always seem to ring back a \”NO\” from the prospect.

    These prospects seem to want a bunch of damn fluff filled with fancy graphics and useless clutter.

    And here\’s the sad part they actually believe it crap works.

    Sorry to rant here but it\’s seems like to land deals like you\’re describing prospects should at least be interested in advertising that proves itself or am I way off base here?

    Do you feel it\’s best to approach companies who have a history of using mostly direct response?

    If so how do you pitch this partnership deal?

    Any help is appreciated greatly!

    Warmly,

    Emette

37. Comment by Christina Hope — January 23, 2008 @ 9:20 am

    Clayton, thanks for this blog. Reading all the various questions from \”like-minded\” people provides valuable insight into my current situation. One woman described herself as a kindergardener afraid of sitting next to the bigger students. I would describe myself as a toddler learning to walk, but wanting to run! You asked how you could help me out? I will tell you in no uncertain terms, I would love to engage in this program but it is financially out of reach for me at this time. If you could provide a way to make it within my means, I would play full on in the most results oriented program you have ever seen! Thanks again for this blog! And you!

38. Comment by Mike — January 23, 2008 @ 9:25 am

    When people in companies are looking to buy services, they probably think they understand what a copywriter is, what a marketing consultant is, or what an independent sales rep is.

    What is a copywriter who isn\’t just a copywriter?
    What is a marketing consultant who is also a copywriter?

    These are confusing concepts to sell. You\’d think the additional services are a plus, but…

    Will potential customers feel comfortable that they can handle this different type of arrangement?
    Will they know what a fair price for such services are?
    Basically, will potential customers be willing to get involved with this sort of thing and pay for it? –All customer types, from dumb to sophisticated?

    I totally see your point about plain freelancing being insane. But I\’m not sure changing the names or roles to something else, and jumping from one frying pan into another, resolves the issue.

    I like your ideas and I challenge you to once again hit harder the current model. Bust it up. Kill it even. Make something entirely new, yet understandable to all. Or, determine which model already in existence–like the agency model–works best to deliver the needed services, and then focus on that so we can learn.

    I too am sorry if some people were discouraged, or if they now get discouraged, but let\’s get to the bottom of this…

    What is the best way to offer companies a well-oiled sales infrastructure consisting of beautiful copywritten words so that they will easily know what we are asking them to buy?
    So they can immediately see the value of it and want our service?
    So they can understand the pricing and still gladly pay full price for it?

39. Comment by Leon Altman — January 23, 2008 @ 9:26 am

    What you\’re talking about calls for nothing short of repositioning.

    YOU can do it without repositioning because Clayton Makepeace is a brand - a strategic positioning is already built into your brand.

    Copywriters who don\’t have that kind of broad brand will need to reposition.
    As you know - naming is important in positioning…

    Copywriter? Not gonna do it - not in the kind of strategic role you\’re
    talking about.

    copy consultant? - kind of gray and mundane

    Copy strategist? Dunno.

    In any case I think your suggestions on repositioning would be important because even highly experienced writers will need to do so in order to assume the kind of strategic marketing role you\’re talking about.

40. Comment by Ruby Curran — January 23, 2008 @ 9:30 am

    Hi Clayton:

    Your Monday article really got me inspired! Living in Canada, I don\’t think our economic situation is going to get quite as bad as it will be in the US, but I know we\’ll still feel a pinch at minimum.

    I liked your \”7%\” list…
    But what if you could help his company cut costs by just 7% …

    Bring him 7% more new customers …

    Boost his profit on each product sold by just 7% …

    Cause existing customers to order from him 7% more often …

    Increase his average sale by just 7% …

    And keep customers buying 7% longer?

    My request would be for you to go into those ideas and ideals deaper. If you\’ve already done so in another article, please point me there.

    Thanks for sharing your very timely ideas!

41. Comment by Sue LaPointe — January 23, 2008 @ 9:34 am

    Clayton,

    First, thanks for your generous commitment to sharing what you know and what could take us years to learn on our own. As a freelancer who\’s gone from zero to earning a living that could actually support a family (except in S. Florida, where we live! thank goodness my hubby works!), I really appreciate having access to your expertise. February can\’t come fast enough.

    Like Deb and Susie, I\’ve wondered whether my skills and know-how are \’enough\’ to play with the big boys. With the bulk of my experience being editorial - and the copywriting experience being limited to small businesses or fledgling entrepreneurs, my questions echo Andrew\’s.

    How can we make the leap from small-time copywriting (often for clients who don\’t even know to track their results) to partnering with the bigs?

    I could quote, \”Clayton says….. Bob Bly says… Michael Masterson says…\” but without first-hand access to conversion rates, etc. where is a \”new\” copywriter\’s credibility? Are the bigs even remotely willing to work with copywriters without oodles of ROI numbers to back up their skills? How do we find these partners? How do we approach them? How do we make it a win-win for everyone?

    I imagine you\’ll cover all of this - and can\’t wait!

42. Comment by Steve — January 23, 2008 @ 10:06 am

    Great article, Clayton.

    It reminds me of your advice about going into stores and asking the owner \”how come there aren\’t any other customers in here?\”

    Once this recession kicks in, I reckon there\’ll be a lot of business owners hurting… and more than willing to listen to a marketing guy/gal that\’s willing to work for a share of the profits.

    However, I\’ve got a question:

    I\’ve found that, when I\’ve worked for a percentage of the profits, the business owner isn\’t heavily invested in the process.

    When you\’re dealing with businesses that haven\’t worked with marketers, how do you ensure they\’re going to follow through properly?

    Or, alternatively, how do you identify/qualify those prospects up front?

    Cheers,

    Steve

43. Comment by Lawton Chiles — January 23, 2008 @ 10:36 am

    Thank you for those kind words Clayton.

    We spend a great amount of time down on Ana Maria Island where my uncle has the Sandbar restaurant.

    I\’ll email about the podcasting. Thanks for your generous time and always being willing to help us copy cubs out.

44. Comment by Kevin Adam — January 23, 2008 @ 10:36 am

    Hi Clayton! I appreciate all the great info you\’ve shared, and hope to use most of it. I have a 2 part question:
    1) What can I say to clients when I have specs as samples but no track record?
    2) Is it possible to break into dealing with larger clients without a track record, or will I need to start with smaller, local businesses? If I start with smaller businesses to \”pay my dues,\” how should I approach educating them about marketing since many have no real clue?

    Thanks! I appreciate any help you can offer.

45. Comment by Clayton Makepeace — January 23, 2008 @ 12:31 pm

    In fact there are so many, and so many deserving of thoughtful response, I\’m going to put off answering until after work today.

    Be sure to come back — I promise to make it worthwhile for you!

    - Clayton

46. Comment by Carolyn Warren — January 23, 2008 @ 12:38 pm

    Hi Clayton,

    Thank you for sharing your brilliance with us.

    Since my area of expertise is mortgage, I am wondering if this is a good time to solicit copywriting/advertising partnership business from real estate and/or mortgage lenders… and if so, do you have any suggestions about how to go about that?

47. Comment by Markus Trauernicht — January 23, 2008 @ 12:44 pm

    I think the biggest problem is credibility. And that many companies just do not see and understand the value of copy.

    Thats where samples come in. (Actually so common sense.)

    Picking a nitch, then writing something for a company (for free, or nearly free, or get them to make a donation to some charity, or whatever). The goal is not to make money on that one, but to get a sample in your nitch. Even if that company does not use it (happened to me) - it is someone where you can get input about that specific market for your sample. I guess that is just part of the cost of starting up.

    Then put it up as a download on your site. Repeat if necessary. And it probably is.

    And then add great specific input in forums, blogs and while networking. No generalities - that\\\\\\\’s not worth your time. It\\\\\\\’s hard, takes a lot of work and results may and probably will take time. Remember - what you put up stays forever on the net.

    If it were that easy there would be no money in it. Everybody would do it.

    Then read, read, read and study, study and study. Start with Robert Kiyosaki to get the mindset of working for yourself. Especially if the concept of working for free at the beginning does not make sense to you.

    Learn how to think constructively and properly. Makes copywriting so much easier because you can focus more. John Maxwell\\\\\\\’s 3CDs - \\\\\\\”Thinking for a change!\\\\\\\” helped me to think more systematic. If you can worry, you can already think hard! Worrying is nothing but very hard thinking in unrealistic worst case scenarios. While robbing your own energy. When copywriting the process of thinking is similar, just the object of thought is different.

    Read & study this site!
    Remember - this kind of free information cost thousands of Dollars just 2 or 3 years back.

    It\’s not just about the beginning, but about about staying on track.

    Get a job in sales. If that is below your standards - forget about copywriting right away! It must be so much harder to write without beeing able to sell.

    And then start failing forward, as fast as possible.

    Try not to work for someone who does not see the value of copy when you are writing your first samples. Makes it so much easier.

    Hope that helps.

    Markus Trauernicht from Berlin

48. Comment by Bob Abbott — January 23, 2008 @ 2:00 pm

    Clayton:
    You are a rare Gem!
    Your last missive was pure friggin genius. I am new to this copywriting world and lovin the wild ride so far. I troll the internet for marketing gems and NOTHING compares to what you offer….and the miracle that you give these gold nuggets away. I always immediately open your emails. I know you will waste no time in getting around to walking me and thousands of others out behind Clayton\’s Copywriting Woodshed in Waynesville so you can administer some good \’ol fashioned marketing discipline….AND we will LIKE IT! Keep it coming. You are refreshing.
    Bob

49. Comment by Joe — January 23, 2008 @ 2:01 pm

    Clayton,

    I would like help as a rank newbie. Step by step–what to do, in what order, and how to do it.

    I hope you can include this kind of help in your column. I suspect it would help many of your less experienced readership.

    Thanks,

    Joe

50. Comment by Apryl Parcher — January 23, 2008 @ 2:53 pm

    Hi Clayton and Gang:
    One of my questions before listening to your Webinar today was the same as many of the posters here…how do you get that partnership thing going when all you\’ve done so far is small-biz stuff for entrepreneurs who squeak when they walk, and don\’t value copy in the first place?
    Well, tell me if I\’m barking up the wrong tree, but I\’m dumping the small-biz market after 8 years of up-and-down disappointment.
    My first foray into partnership is with one of those little $4M companies that\’s 60 years old. I met one of their salesman at a networking function. He wrote a standard #10 letter to 500 businesses in his list, and it did alright as far as response (2%). Being an English major in college, he\’s proud of his writing, and was quick to poo-poo the idea of hiring a copywriter…until I told him that I could probably beat his 2% response rate, and would do it for free in exchange for a 5% commission on each conversion.
    He jumped at the idea, because he needs qualified leads–and had not converted one of those folks with the letter he sent earlier. He brought me in to talk to the head honchos, they liked my speech, and signed up.
    Long story short, my lead-gen mailer is going out this week to 2,500 businesses(after months decision by committee and 20 drafts, etc.)and we\’ll see how well it performs.
    I\’ve never done this kind of contract before, so I\’m hoping like hell it works. If it beats his control, the company will roll out a similar one for each sales territory.
    If it works, I\’m a hero. But if it doesn\’t…have I wasted my time? Or do I just have to keep banging at other companies with the same idea?
    You mentioned earlier about offering to write the copy for free, and they only pay you if it does well. But what is the best way to structure that deal? How do you keep them honest? And should the payment be based on number of responses or conversions or a flat fee or what?
    Inquiring minds wanna know.

51. Comment by Kathy — January 23, 2008 @ 3:52 pm

    Hi Clayton,
    First thank you thank you! I have been reading your stuff for several months now. I am an accountant by trade. Believe it or not, I have minimal mktg skills so i am sure at this point you are wondering what am I even doing here. But, I have the skills to do the business piece (clean up, cut fat in operations, make them more efficient), but feel very weak in the mktg. pieces you describe. Not even sure where to start on the mktg side. Can you help? I need a step by step(sometimes with detail explanation) description of what and how to do the mktg piece.

    Thanks from Not even an infant in mktg!

52. Comment by Ted Meloy — January 23, 2008 @ 6:36 pm

    Clayton:

    Please share your thoughts on making purchases of said product on an affiliate plan.

    What I am trying to get at is interest going beyond immediate self serving ideas of income. Perhaps something like a discount for buying several units so that a friend or associate might be able to get in on the deal. I am thinking maybe the original purchaser might be able to get some benefit for introducing the product to amother interested person. A twist to the concept behind network marketing?

    Appreciate your insight.

    Sincerely,

    tedmeloy@yahoo.com

53. Comment by Andrew Cavanagh — January 23, 2008 @ 7:49 pm

    Clayton it occurred to me there are 2 very simple things you can do to help copywriters who don\’t have your credibility or experience get across that wide expanse between the kind of clients you deal with now and the kind of clients they\’re likely to start out with.

    1. Explain exactly how to identify the smaller businesses that will make good prospects for a direct response copywriter.

    2. Explain the vital educating steps you must take with those small business owners to ensure that the small businesses you work with go on to become very large businesses.

    As you can see from the comments here you\’re also getting a lot of people who have no idea where to start to get their first clients so you may want to cover exactly who to approach to begin and how to approach them.

    Kindest regards,
    Andrew Cavanagh

    P.S. If you\’re smart and you read my last comment you should have worked out that anyone with even the most basic marketing skills can make a very good living helping regular small business owners in your local area with their marketing.

    Clayton is absolutely spot on with this whole theme.

    You need to stop thinking like an employee and start thinking like a business person.

    When you start helping your clients make real money in a whole variety of ways you get their loyalty and you get to share in those profits.

54. Comment by Clayton Makepeace — January 24, 2008 @ 3:50 am

    Once again, you guys have proven that I’ve got the smartest most motivated readers in the whole marketing and copywriting niche!

    So many great questions and suggestions, I don’t know where to start.

    Yes I do … read Markus Trauernicht’s post (think it was his second or third one and that it’s on page four). This guy has it going on!

    Markus’ key suggestions:

    1. Pick a niche, write something for a company in that niche for free or nearly free.

    If the company uses it, fantastic. If not, you have a sample for that niche that you can show to other prospects and post on your site.

    2. Network your fanny off. Share your ideas on relevant forums and blogs.

    3. Read everything you can to expand your marketing and copywriting arsenal.

    4. Stick to it – or as Markus says, “It\’s not just about the beginning, but about about staying on track.”

    5. If you’re working while starting your marketing/copywriting business, why not get a job in sales? As a marketer/copywriter, you are a salesman in print – and the face-to-face experience handling objections and dealing with people is invaluable.

    6. Work. “Fail Forward.” Realize that you will have failures and that every one of them brings you a giant step closer to the success you crave.

    All I can say is, “Amen, Markus – preach it, brother!”

    I also love the thought progression I’m seeing in Andrew Cavanagh’s posts. His last post has brillance written all over it.

    Earlier, Andrew – who DOES become a partner with his clients — pointed out some problems with my approach: Small companies have no marketing budget or even customer lists or appreciation for marketing, so most times, you just can’t help them.

    Then, he thought … and thought … and answered his own objections …
    I can almost see the gears turning, Andrew!

    I love this advice from your last post: “You need to stop thinking like an employee and start thinking like a business person.

    When you start helping your clients make real money in a whole variety of ways you get their loyalty and you get to share in those profits.”

    BULLSEYE!

    And you’re also right when you say that the trick to create explosive results when partnering is to carefully QUALIFY your prospsects.

    That means cheerfully rejecting companies that don’t have the basic criteria for success.

    Focus on companies that have customer lists, a few shekels set aside, and not merely an appreciation for marketing, but a pressing need to grow their customer base and profits.

    Here in the States, there are twenty million businesses with 500 or fewer employees. I’m sure there are millions in Australia as well.

    Many of these businesses are NOT your best prospects. Many are too small, too ignorant, too poor. Others (among the larger ones) are too arrogant (read: ignorant) or already have the marketing thing covered well.

    That still leaves millions of businesses that would be dream partners for all of us!

    They have products that bring tremendous value to customers’ lives.

    Their owners are highly motivated to grow (or in this recession, to survive).

    They have customer lists that they’re not mining well. A single 30-day e-mail campaign to that list could yield a huge sales increase — millions in new revenues (of which you could easily snag a nice chunk).

    They have existing relationships with vendors and even competitors that you can leverage to generate a flood of new customers quickly and cheaply.

    And many DO have hundreds of thousands or even millions in cash reserves that can be used to attract new customers – but that really isn’t necessary for you to do very well.

    CASE IN POINT: Bob is an engineer by trade, working at a major aerospace firm.

    But Bob hated his job. He loved inventing.

    So he invented a small water heater that produces hot water on demand. Instead of using energy to percolate water all day, it switches on when you open the tap and off when you close it. And because it was small, it could easily fit under a sink.

    When I met Bob, he had quit his job, rented a tiny warehouse in an industrial park, had one employee and was barely selling enough of his water heaters to local companies to keep body and soul together.

    See, Bob was an inventor; not a marketer. So I partnered with him.

    First, I created a brochure. On the cover, we had a man’s hand holding a $100 bill. The bill was on fire and was heating a teapot. Steam was billowing from the spout.

    We mailed that brochure along with an eight-page sales letter to a small list of prospect companies – firms that built motorhomes … airplanes … hot tubs … and construction companies.

    That mailing produced scores of corporate clients for Bob, and each one of them bought hundreds of units.

    So we mailed to more companies like those all over the world; each mailing larger than the one before.

    And we began reaching out to wholesalers.

    Long story short: Bob’s water heaters are everywhere today.

    You’ve used them thousands of times without even knowing it. You may even own a few of them.

    So how do you FIND prospective clients like Bob?

    Stay tuned – I’m going to show you.

    And better yet, I’m going to hand them to you on a silver platter.

    -Clayton

55. Comment by Clayton Makepeace — January 24, 2008 @ 4:17 am

    I’m jetting off to Florida this morning to meet with my “partner” there.

    We’ve generated more than $1.5 in sales from his customer file in the last two days and now, we’re working on an exciting new web-based new customer acquisition campaign for him.

    So I need to keep this short (for me) …

    Susie wants to know if my partnership model will work with fundraisers. The answer is, ABSOLUTELY.

    TRUE STORY: At 10:45 PM a few of Saturdays ago, I was already snoozing and The Redhead was putzing around the bedroom getting ready to turn in for the night.

    The phone rang.

    “Hello, my name is Aaron and I’m with (and then he named a large national fundraising organization). May I speak with Mr. Makepeace, please?”

    “You’ve got some nerve, calling here at this time of night!” says The Readhead (assuming Aaron was a telemarketer looking for a donation).

    “Maybe I should call back tomorrow?” Aaron offered, timidly.

    “I think that would be ONE HELL of a good idea!” says The Redhead. And then she slammed the phone back onto the receiver.

    “Sure hope that WAS a telemarketer and not a big shot at the organization,” mumbles I.

    “Ohmygod!” says The Redhead. “You think?”

    So next day, the phone rings again. Turns out Aaron IS a big shot at the non-profit organization he named. In fact, he’s the NATIONAL TREASURER!

    And it turns out, Aaron wants me to take over their online fundraising for them.

    They have thousands of members’ e-mail addresses but they’re not doing much with them.

    And yes, they’re willing to compensate me for my work by letting me keep 10% of the money I raise for them.

    I figure $20 million a year is a slam dunk, and I get 10% ($2 million).

    See, Susie, every non-profit organization has expenses.

    They have to pay staff, office space, utilities. And they have marketing expenses. They have to use part of the money they raise to attract new donors.

    In fact, most non-profits will allocate up to 100% of what a new donor program raises to pay the expenses required to generate a new donor.

    After that, a good non-profit will spend 80% or more of each donation for the stated cause. The rest is needed just to keep the lights on and to keep the staff from starving.

    The moral of the story: A worker is worthy of his hire.

    Non-profits are perfectly willing – indeed, eager – to pay you to bring them new donors and to maximize donations from current donors.

    And if you offer them the opportunity to do this without up-front costs – by paying you a small portion of the money your copy and marketing strategies bring them – they’re going to love you even more.

    More to come – see post below …

    -Clayton

56. Comment by Clayton Makepeace — January 24, 2008 @ 5:08 am

    >> Not too sure here, but Joyce seems to be trying to make me a Democrat.

    Sorry, darlin’ — not going to happen. Any party that thinks my paycheck is theirs for the plundering or that the people who take the risks and create the jobs should be punished for the affrontery with higher taxes … or that wants to restrict my freedom to blow the living hell out of a bowling pin down on my shooting range (or to defend my family during the half-hour or so it takes the police to come to our rescue) is evil incarnate in my book.

    So is the other party when it preaches to me about how I should live or passes laws restricting my freedom of choice in any area of my life – and especially when they break their promises to keep government cheap, small and unobtrusive.

    That said, Joyce, it’s clear that you have a good heart … and I’m proud to have you as a friend (even though I do fall down on my knees each night and pray that your candidates go down in flames.)

    >> Christina says she wants to participate in my program, but can’t afford it.

    What? I’ve got a “program?”

    Really?

    What is it? What does it do? What does it cost?

    I’m just trying to help out here, Christina. For free.

    If you can’t afford free, please close your browser now.

    >> Shrewd deduction, Mike and Leon! Partnering does require that you reposition yourself.

    More than that: It requires that you change how you think about yourself and what you do.

    And even more important, it requires that you expand your marketing arsenal – with weapons capable of exploding businesses (in a good way).

    You also raised an interesting question: What do we call our new, reinvented selves?

    We’re not just copywriters anymore. “Marketing consultant” is obtuse and too passive for my taste.

    Tell you what: Let’s have a contest.

    Whoever comes up with the best moniker – a one to three word name that nails it – wins a prize.

    What prize? Oh, I don’t know … how about a free copy of my course on How to Build a Six-Figure Copywriting Business?

    It sells for $299 in our Online Store … answers a ton of the questions you guys are asking about how to find great clients … plus, you get a couple hundred bucks worth of valuable business-building freebies with it.

    So let’s hear your suggestions for a name that describes a person – a “partner” who spots hidden obstacles to growth in companies … vaporizes those obstacles … creates blockbuster marketing strategies and tactics … and then executes with outstanding sales copy.

    >> A bunch of you seem to be stuck on the “credibility” question: How to convince business owners that you have the chops to make it happen for them and to give you a shot.

    You’re gonna love Monday’s issue of The Total Package.

    >> Carolyn wants to know if this might be a good time for us to be approaching real estate companies and mortgage lenders.

    Carolyn, I hope you won’t be offended – but DUH!!!

    Actually, hi, Carolyn – how’s your book doing? When are we going to talk again? (Carolyn is the mortgage babe who wrote a great book exposing abuses in the mortgage industry. Former AWAI student … copywriter … great entrepreneur … real sweetheart.)

    I think you’re right on the money, Carolyn: NOBODY is more desperate than real estate, mortgage and development/construction companies are right now.

    Give them a plan … show them how it can save their bacon … execute well … and you’re going to make more money faster than you can possibly imagine.

    (And sorry about that “duh” thing – just pulling your shapely leg a little.)

    >> Lawton: The SandBar on Anna Maria island? I still have liver damage from the sunsets I watched there.

    One of the two best beach bars in the entire world! (The other is Snooks on Key Largo – owned by a friend, Jennifer. Say “hi” for me.)

    >> Hey, Apryl good luck with that lead producer thing. It was fun chatting with you at the webinar yesterday!

    >> And yes, Ted allowing all your customers to become affiliates … buy a product at an affiliate discount … and then to earn a nice commission when they sell it to their friends, followers and customers is a sterling idea.

    Do it right and your offer will go viral big time!

    >> And Lucinda, so sorry to hear you’ve fallen on hard times.

    A friend of mine just published an e-book that addresses your situation perfectly. He interviewed a bunch of top marketers about what we’d do if we suddenly found ourselves in your position.

    I think the answers will help you. I’ll send you a copy.

    >> And to ALL of you, thanks for all the kind comments.

    Gotta run now. Conference call with a major client in 15 minutes, then it’s off to Florida.

    I’ll check in again tonight – so keep your comments, suggestions and questions coming!

    And be sure to check back tomorrow for more answers.

    And what ever you do, DO NOT miss Monday\’s issue!

    Cheers, y’all …

    -Clayton

57. Comment by Marvin — January 24, 2008 @ 5:22 am

    Fantastic sharing of real world perspectives and concerns from all the readers who have written here. As Clayton can tell, there are humongous gaps to fill in order to prepare ourselves fully for the partnership tasks. Nothing short of a certification process will do.

    In that regard, I hope Clayton is not partnering with Bob Serling to push his $5,000 (more or less) Tollgate Licensing Marketing Program.

    IF that\’s true, this longest blog entry would be a case study that truly exhibits Clayton\’s skills to draft existing and budding copywriters (aka leads) into a new mode of income generation (promise)… selling more of this high-priced licensing program in the end.

    And Clayton\’s cut is likely more than 10% for Bob\’s increased business. Although the examples and concepts are enticing and seemingly doable, I\’m sure there are more nuts and bolts stuff we have no way of knowing about… Are you going to spills all the beans Clayton? Or get us to make another big ticket purchase?

    Thank you for stringing us along this far *G

58. Comment by Clayton Makepeace — January 24, 2008 @ 6:08 am

    … But thanks for playing anyway, Marvin!

    Tremendous gaps to fill? Correct!

    Partnering with Bob Serling? Taking more than 10% of his sales?

    I\’m sorry — WRONG ANSWER.

    Frankly, I have no idea what Bob\’s up to — and I\’m definitely not an affiliate of his.

    Care to educate us? Do you think his product might help our readers? Why?

    Or do you think it\’s wrong for him to actually ask for money in return for helping people?

    Illuminate us, please …

    -Clayton

59. Comment by Yoav — January 24, 2008 @ 7:48 am

    Hi Clayton,

    Before I start with my needs, let me just say two things:

    1. This thread is amazing. I\’ve never seen anything like it from a top industry expert.

    2. I\\\\\\\\\\\\\\\’ve recently bought some of your books and started to apply your teachings. The results we\\\\\\\\\\\\\\\’ve been getting within a mere month are amazing - real increases in sales!!!(and I haven\\\\\\\\\\\\\\\’t even scratched the surface yet)

    Additional background:

    I co-own a software business.

    We are headquartered in Israel.

    I\\\\\\\\\\\\\\\’ve tried hiring copy writers twice before and got burned (imagine crispy red burns).

    They wrote copy that was a delight to read, but it didn\\\\\\\\\\\\\\\’t deliver.

    I\\\\\\\\\\\\\\\’ve spent thousands of dollars and gained nothing.

    On the other hand…when I use my broken, Israeli-English and try 4,5 or 7 different approaches, I eventually hit the control-killer (with the help of your stuff).

    I think I need the following:

    1. A copywriter that you recommend (but really recommend). she/he needs to be good and hardworking - not someone that might eventually be good.

    2. she/he can get a small monthly retainer (1k/2k)

    3. he/she will need to work like crazy, create landing pages/do marketing research/do auto responders/checkout pages and test the entire thing - the whole shabang

    4. he or she will also get a percentage of the increase they create in sales for a pre-defined number of months after they create the increase(i don\\\\\\\\\\\\\\\’t think it\\\\\\\\\\\\\\\’s appropriate to discuss the exact numbers here, but the numbers I have in mind could result in tens and even hundreds of dollars - depending on how good the copywriter is).

    5. she/he needs to lay out a plan with conversion increase goals and stick to it (I understand delays - I am in the software dev biz, but I don\\\\\\\\\\\\\\\’t understand slacking off)

    6. he/she needs to be a nice person

    7. they need to put up a guarantee that if in 3-4 months, they don\\\\\\\\\\\\\\\’t get a real increase in sales, they will refund my money (I know it sounds harsh, but it\\\\\\\\\\\\\\\’s very logical if you think of it)

    It\\\\\\\\\\\\\\\’s what I think I need.

    What do you think?

    P.S.

    Thank you for the opportunity to discuss this directly with you.

60. Comment by Andrew Cavanagh — January 24, 2008 @ 7:50 am

    Possible names:

    Direct response consultant

    Marketing Makeover Expert

    Profit Optimization Consultant

    Business Optimization Consultant

    All a bit sucky but I\’m sure it will help get some more creative people than me started.

    Kindest regards,
    Andrew Cavanagh

    P.S. Bob Serling\’s products are exceptional.

    P.P.S. Copywriters starting out shouldn\’t overlook small business as a source of very fast income.

    I have a nice long list of people who\’ve read my free and paid report on how to get hired by small business owners as an internet marketing consultant.

    Most have banked checks of $500 to $1,500+ their first day talking to business owners.

    Chump change for a copywriter like Clayton but that kind of income beats the living hell out of a job and most of the people doing this have quite low skill levels.

    Selling internet marketing skills to small business owners is a great way to build some confidence, some marketing smarts in the real world and a track record you can show higher paying clients.

61. Comment by Yoav — January 24, 2008 @ 7:53 am

    When I wrote

    \”tens and even hundreds of dollars\”

    I meant

    \”tens and even hundreds of thousands of dollars\”

    Sorry about that

62. Comment by Apryl Parcher — January 24, 2008 @ 8:44 am

    Here\’s a few off the top of my head:

    REVENUE ROCKET SCIENTIST

    PROFIT BUILDING EXPERT

    ROI EXPANSION EXPERT

    MARKET EXPANSION CONSULTANT

    Hmmmm…came to the end of my chocolate buzz–gotta get a refill.

    Apryl

63. Comment by Andrew Cavanagh — January 24, 2008 @ 10:36 am

    Revenue Rocket Scientist.

    That is so cool.

    My fiancee (I mentioned earlier Jay Abraham helped me to get to the point where I could call her my fiancee) used to be a rocket scientist.

    For real.

    She worked for Boeing as an aerospace engineer.

    If you called yourself a Revenue Rocket Scientist you could use some really cool lines like \”You don\’t want to try this yourself. It\’s rocket science you know!\”

    My fiancee is always saying \”If people knew how simple rocket science really is they\’d probably stop saying stuff like \’It\’s not rocket science.\’\”

    To which I reply. \”That\’s easy for a rocket scientist to say!\”

    One observation I have about US politics.

    You guys seem completely unable to look past party politics and just analyze the issues.

    Both you Democrats and Republican parties would be considered overly conservative and insensitive to major issues like poverty compared to the most conservative party policies in Australia.

    Not that I\’m criticizing just find it funny that everyone wants to argue over which party is better instead of looking for better ideas for your country.

    That\’s a real shame.

    It\’s a bit like arguing over how much you\’re going to be paid for your next piece of copy instead of brainstorming ways to help the business you\’re working with to make a whole pile of extra dough (and sharing in the profits).

64. Comment by Lawton Chiles — January 24, 2008 @ 10:57 am

    Just now I had a great meeting with a prospect here in town, about strategies and other stuff to turn their marketing around.

    Roberta Rosenberg, (copywritingmaven.com) told me to not just focus on the fact that I was a copywriter (clients see you as just \”the writer\”) but as the \”ad guy\” the \”idea guy\”

    First, she told me to shut up and listen in the meeting ( and i got way more out of what their problems were then 1, just barging in assuming I knew what was wrong, and 2, interrupting all the time)

    So, # 1, I listened to what was being said and let the prospect tell me their story.

    Only AFTER did I offer solutions including getting a testimonial \”tomb book\” a large book with ribbon that the patients can sign and feel happy about, creating a community experience…

    …a story, and then being able to have the office use the testimonials as they saw fit.

    This all came from listening.

    Rock on,

    Lawton [B]null[/B][B]So, # 1, I listened to what was being said and let the prospect tell me their story. [/B]

65. Comment by lawton chiles — January 24, 2008 @ 11:01 am

    So, that idea came from listening to what they were not doing, the testimonials- which they loved and I told them this costs them virtually nothing to implement

    and is worth thousands of dollars.

    1. It tells a story
    2. It\’s targeted
    3. It gets customers involved
    4. It has a lifetime value in being able to turn it into sales pieces
    5. It skyrockets credibility and authority.
    6. So, they will call me again.

66. Comment by Emette — January 24, 2008 @ 11:14 am

    Clayton, I gotta say this is nothing short of awesome! This is like a huge think tank of ideas, insights and applications.

    Here\\\’s an idea that just popped in my head as to how to locate clients to partner with.

    I recall an excellent reference tool found at most good public libraries called THE RED BOOK.

    It\\\’s a huge 2 volumne set that lists advertisers by SIC, Industry, and even by advertising dollars spent.

    The really cool thing about this tool is that it also provides a break down of the media type used i.e. print, radio, direct mail, along with the dollars spent of that particular media.

    It also lists key players such as president, V.P. of marketing along with their contact information.

    You could go through this book and compile a list of prospects and follow that you know use direct response or the like and the Clayton \\\”Red Letter Day\\\” approach, follow up by phone and propose to help them grow their business on a partnership basis.

    Beforehand you\\\’d practice your pitch so it\\\’s natural and sincere.

    Surely you\\\’d land a client or two. And if work your butt off to earn their trust you\\\’d have a shot at a continued relationship.

    Now here\\\’s a few name ideas for reinventing ourselves:

    Revenue Mining Specialist

    Profit Windfall Specialist

    Business Growth Advisor

    Profitologist

    Ok, I\\\’d better quit while I\\\’m ahead. My head\\\’s buzzing now but I\\\’ll maybe come up with more later.

    Peace,

    Emette

67. Comment by Lara Loest — January 24, 2008 @ 11:29 am

    Clayton thank you so much for these incredible articles and for keeping this discussion open, honest and full of insights (from you and the other commentators). Thank you, thank you, thank you!

    Like many others here I am still a bit of a copywriting newb - working full-time in a J.O.B. while finishing up the first AWAI course (have done some apprenticeships, etc). The info you\’ve given and continue to give us is absolutely priceless. I anxiously await more posts here & next week\’s article.

    Again many thanks to the commentators as well - The Red Book tip is great Emette!

    And Kathy if you read this, I\’d love to talk to you more (via email or phone). I\’ve done some copywriting and have some marketing background but none of your accounting skills. Maybe there\’s some way we could collaborate? My blog is listed above if you\’d like to contact me. Would love to hear from you!

    Clayton thank you again for keeping the dialogue so fresh and jam-packed with goodies!!! I feel like a kid on Christmas morning when I read the comments on here each day.

68. Comment by James Palmer — January 24, 2008 @ 11:35 am

    Thanks for setting me straight on the economic downturn, Clayton! I can see how your approach could work. You could say to a prospect, \”I\’m not some primadonna copywriter who only wants your money! I want to be a \”silent partner\” in your success.\”

    Here\’s what I need to know to make this work for me: I am just starting out. I\’ve had some successes, but I\’m having enough trouble getting clients \”the old fashioned way\”. How do I become a \”partner\” when I don\’t have the past successes, tons of controls, and a good, long track record under my belt? Thanks for setting us all straight. I look forward to this continued dialogue.

69. Comment by John Gilger — January 24, 2008 @ 12:09 pm

    Yesterday i went to the monthly luncheon of the local Dan Kennedy group — a bunch of rabid direct marketers if there ever was one

    I casually mention that I was _thinking_ of changing my business model from being a freelance copywriter for anyone to becoming a marketing partner with a few select clients.

    Four folks — all with multi-million dollar businesses — want to get together and explore the idea further.

    The moral of the story: Get out of the office and share a new idea idea with folks.

    BTW — I\’m going to have to block out 3 hours for EWC sessions

70. Comment by Dwight White — January 24, 2008 @ 12:42 pm

    I\’m not sure why you should need a 3-4 month money-back guarantee from your copywriter/consultant. If you are talking direct response promotions to your house-file, the results are immediate (good or bad). Your copywriter shouldn\’t even need an advance or a retainer. Customer acquisition promotions are another matter.
    Remember also that your copywriter also takes risks in this deal. Promotions can fail for reasons other than bad copy. If you\’ve checked out the guy and are happy that he is up to the task, as very small retainer should be neither here nor there. If you structured a deal for results-based compensation, that should be protection enough

71. Comment by Bronwyn — January 24, 2008 @ 12:50 pm

    Hello, Clayton,

    I just recently leaned about you and The Total Package as a result of applying for a graphic design position with Response Ink. Hopefully I will be hearing from you because….I am terrific at what I do!

    Since signing up for your e-Newsletters, even though they are mostly geared towards copywriters, I have begun to implement a marketing plan for my own freelance design business. There is an overwhelming amount of information to digest but I am picking my way through.
    I still have a lot to learn!

    Currently, I am working with a new real estate firm who will sink if they don’t ‘market smart’ and they have a very limited budget. Trouble is, they are ‘old school’ and are hard pressed to hear of a better way. I have sent them your Money Making E-books which will hopefully give them a quick education, created a new marketing look for them and will be meeting with next week.

    I have also realized I need to upscale my client base if my business is going to really grow.

    I appreciate your willingness to share your wealth of knowledge freely.

    One last thing, your name….I looked it up and was able to see that it’s origins are out of England. Any relation to the Thomas Makepeace of Boston, 1630? My ancestor, Thomas Rogers, was a passenger on the Mayflower in 1620 and was one of the signers of the Mayflower Compact. Cool! Most people don’t know the meanings and origin of their names…in biblical times, a name spoke directly about the character of a person. Peacemaker

72. Comment by Glen Kohlenberg — January 24, 2008 @ 1:09 pm

    Clayton this is the best!!!
    Do most of your readers live in a cave?

    Hello if your looking for work open the newspaper or watch some TV and look at the ads.
    The 99.9% of the ads you see need help!They need a copywriter or marketing help.

    You do not have to start at the top always take the stairs.

    Remember we all had to learn to walk before we could run.

    Do you remember how Clayton started?

    Who needs help out there now? Try real estate,mortage,contractors,Well anything retail!!!

    I just helped my favorite restaurant write an ad and took gift cards in return.It worked so well he wanted more and I do not do this for a living yet.
    Thanks for the rant!

73. Comment by Frank Cheshire — January 24, 2008 @ 1:15 pm

    Wonderful discussion!

    I have to agree with the Lawton Chiles comment about \”Keeping quiet\” and letting people talk about their problems in business.

    You have to position yourself as a \”Small Business Problem Solver\”.

    Hey…that might even be a good title for this niche we are talking about.

    When you take the time to listen…and I mean really listen to peoples problems they tend to open up to you.

    Then gently probe about what impact this will have on their business if they don\’t do something about it.

    Then ask them if they are open to a few \”ideas\” you might have.

    Just watch what happens next…

    They get very excited VERY quickly and ask YOU to help them.

    Best of all, as a \”Small Businees Problem Solver\”–
    I can\’t remember the last time someone ever asked me for credentials…simply because I am not selling them anything.

    I am simply helping them solve their problem.

    Try it!

74. Comment by David Foley — January 24, 2008 @ 1:17 pm

    Clayton,

    I will hold back the name but it is a small, upscale hotel chain in Canada. Worked with them (through an agency) and proved that Database Marketing works and that their low-rate newspaper ads are much less effective (and even contradictory given the brand).

    In December, Head Office takes everything inside…we are a small business…cannot afford outside advisors..yadda,yadda,yadda. The only agency to survive was the one placing media (which means more ineffective newspaper ads are on the menu for 2008).

    With the campaign from last year, I know (and the agency that is my client knows as well) exactly what strategy will work.

    Taking action from your OUTSTANDING column, I have penned an e-mail to my client proposing a partnership where the agency (and me) receive 10% of all sales after the mailing cost is recouped.

    This means low or even zero risk for the hotel chain (last year\’s campaign made money) and 10% of every room night, dinner, cocktail and movie ordered up for us.

    Cheers!

    David

    P.S. I will let you know what happens. Thank you for being the sparkplug!

75. Comment by Joel — January 24, 2008 @ 1:45 pm

    Profit Growth Developer
    Revenue Development Consultant
    Business Income Maximizer

    Nothing to contribute, just a thank you to Clayton and those with insight and experience who have taken the time to post.

    Regards,

    Joel

76. Comment by Larry Mekus — January 24, 2008 @ 1:49 pm

    OK - is it just me messing up? Went to look at the many pages of comments, but each time I click \”next\” or a page number, the entire \”The Insanity Chronicles – Part Two\” comes up on top, with the postings at the bottom. I absolutely love the Total Package, but after 8 pages of reading postings, with the same article on top, I now have the \”Insanity Chronicle\” writeup memorized word for word. Is there a method to look at just the user postings?

77. Comment by Scott Moody — January 24, 2008 @ 2:12 pm

    Profit Problem Solver

78. Comment by Roy — January 24, 2008 @ 2:45 pm

    What an amazing thread. I\’ve been telling everyone I know that your site is one of the best free *quality* information resources going, but you\’ve surpassed yourself, Clayton.

    My wife and I both describe ourselves as copywriters. But as a new-ish copywriter (I refuse to label myself a newbie) I have noticed we\’ve been moving inexorably towards consultancy - often for free so far, mind you! It makes sense though, and I\’m learning loads here about how we can help even more and even share in the profits.

    Great stuff!

    How about
    \’Business Makeover Consultant\’
    or, if we\’re feeling a little more flashy,
    \’Market Share Maximiser\’

    Roy

79. Comment by Jacob Bear — January 24, 2008 @ 3:04 pm

    We\’re making history here! An army of savvy marketers sharing their creativity to save the U.S. economy…very cool.

    A few pages back, Lucinda mentioned losing her corporate job, and I wondered how many of us need quick money.

    Not strategies that will eventually make you rich or help set up the kind of partnerships Clayton is talking about, but if you\’re about to lose your home, how can you generate an income this month?

    Here\’s one idea for
    Lucinda:
    Your former employer could become your first client. You didn\’t say what your skills are, but if you\’re reading this you\’re probably a marketer, copywriter, or sales person (or all of the above). You can leverage your connections and track record to get freelance work within the company, and leverage the company\’s reputation to get work from other clients.

    Does anyone else have ideas on how to get a quick income?

    Another thought, unrelated: What about doing business with overseas companies. In the past few months I\’ve started working with Canadian and European companies, and the weak U.S. dollar makes me more affordable to them. It\’s like being an engineer in India, and the next step, partnering, would be like becoming a Satyam or Patni.

    Thanks for all the great ideas, Clayton and everybody else!

80. Comment by Mike — January 24, 2008 @ 3:28 pm

    One of the people who commented, David Foley, brings up a good point with regard to partnering.

    He has totally transcended the in-house versus outside advisor obstacle by simply approaching the prospect and offering \”a deal\”.

    \”I\’ll do this if I can keep 10% of the sales generated, are you interested?\”

    If he did this repeatedly as a business or as a service, what would he be called? Or maybe better stated, what would other people call him?

    A Marketing Partner?

81. Comment by Jacob Bear — January 24, 2008 @ 3:36 pm

    One more question I forgot to ask. What do you think of Dan Kennedy\’s take–that the recession is just media hype? In today\’s newsletter he even says if they tell you the economy is bad you should \”punch them in the nose.\”

    I think his real premise is that you control your own destiny and you can prosper even in the hardest times if you\’re smart, creative, and diligent.

    But I\’m wondering how much we should talk about the economy with prospective clients–and whether to take the doom-and-gloom view or the optimistic perspective that borders on denial.

    You could use either one to promote yourself.

    Any thoughts?

82. Comment by Lara Loest — January 24, 2008 @ 3:39 pm

    Profit revolutionizer

83. Comment by Steve Gibson — January 24, 2008 @ 4:00 pm

    >Whoever comes up >with the best >moniker – a one to >three word name that >nails it – wins a >prize.

    How about:

    Markeitng Growth Consultant

    Angel Marketer

    (like \”angel investor\”)

    Marketing Optimization Expert

    Steve

84. Comment by Steve Gibson — January 24, 2008 @ 4:08 pm

    Or…

    \”Venture Marketer\”

    Steve

85. Comment by Ted Meloy — January 24, 2008 @ 5:25 pm

    Clayton,

    You are a living example of the philosophy, You have to give it away to keep it. Fabulous content!! I sent you a question at the top of page six and I guess, I wasn\’t clear enough. Let me try it again.

    Would offering a rebate of sorts to the initial purchaser of my clients product be an effective way to offset the acquisition time and cost for new customers. Would giving some incentive to the initial purchaser for his referral be feasible if he were to bring another customer to the visionary idea my customer is promoting?

    The product is visionary in its utilization of space and money management however, since it is new, its value is not fully realized until it is seen in action.

    It is a vending machine and a money back guarantee is not feasible because at the moment, the inventory has to be moved to stay solvent.

    The initial movement of the inventory will give breathing space which will then allow for a standard gaurantee.

    Hope the above makes the question clearer.

    Regard,

    Ted Meloy

86. Comment by Chick Jabre — January 24, 2008 @ 5:46 pm

    \”When confronted with an angry, hungry grizzly bear, burying your head in the sand and thinking happy thoughts is no survival strategy!

    It does, however, position you with your hiney in the air, thus guaranteeing the bear a nice, warm, ham dinner.\”

    This is one of the funniest things I read in along time. Thanks for the laugh.

    A new name for copywriters?\’

    Rainmakers

    Just love your monday issues.

87. Comment by Joyce Zborower — January 24, 2008 @ 6:36 pm

    Hi again,
    No. Not trying to turn you into a Democrat. Absolutely not. But I am curious: Who would you like to see become President?

88. Comment by David Foley — January 24, 2008 @ 7:36 pm

    Just in case anyone else wants to try this strategy, remember that the 10%-meter only starts after the cash costs of the mailing have been paid.

    That way, the client reduces their risk (to zero or very little). Everyone — client and partner — vends in their time for free.

    Once B/E has been achieved, the distribution begins!

    Cheers!

    David

89. Comment by Allan — January 24, 2008 @ 8:21 pm

    How about:

    Tao Te Makepeace

90. Comment by Robert Michael — January 24, 2008 @ 8:37 pm

    Clayton, With so many other websites, blogs and other profit instruments of the gurus blowing their thick smoke up the public\’s butt in pursuit of greenbacks, it\’s refreshing to pop onto your blog. It\’s a big ass fan that lets the real truth be seen.

91. Comment by Marvin — January 24, 2008 @ 8:51 pm

    Don\’t know if a long list is ok for submission, but here goes a brainstorm list of 27 sensible to outrageous monikers::

    Market Response MasterMind
    Market Response Strategist
    Market Response Architect
    Market Response Consultant
    Market Response Advisor

    Net Profit MasterMind
    Net Profit Strategist
    Net Profit Architect
    Net Profit Engineer
    Net Profit Specialist
    Net Profit Developer
    Net Profit Enhancer
    Net Profit Equalizer

    Profit Turnaround Strategist
    Business Turnaround Specialist

    Marketing Profits Creator
    Marketing Makeover Director
    Marketing Turnaround Specialist
    Marketing Troubleshooter

    Marketing Equalizer… Taking Down Profit Vermins
    Marketing Socializer… Enhancing Brand Popularity In Communities
    Marketing Illuminati… Focusing Light Into Profit Blackholes
    Marketing Profit Booster… Injecting Energy Into Profit Engines
    Marketing Gun4Hire… Shooting CashFlow Suckers

    Marketing Stunts Orchestrator
    Marketing Obstacles Vaporizer
    Marketing FX Director

92. Comment by Adam Gordon — January 24, 2008 @ 9:56 pm

    Now that name. No imagination at the moment I\’m afraid:

    Profit Builder
    Business Builder
    Profit Force
    Business Transformer
    Profit Driver
    I was tempted to use my business name but agin the rules.

    AdamG

93. Comment by Harun Bahri — January 25, 2008 @ 2:50 am

    Step 1. Create your \”bait.\” Ie. A free report or something like that. Perhaps a report titled: \”7 Tips For Recession Proofing Your Business\”.

    Step 2. Create a business card and put the title of your report and how to get it on the card.
    Ie. Headline, Offer, Call to Action.

    Step 3. Start networking like a madman. Go to one (or more) networking meetings a day - BARE MINIMUM 2 a week.

    To find local networking meetings in your specific area, go to http://www.meetup.com
    Type in \”marketing\” or \”sales\” as the keyword search - depending on where you live. you\’ll have a huge number of clubs that you can join.
    Most of these meetings are free because they\’re referral/lead clubs.

    NEXT…

    Take the headline of your free report and create a flyer or brochure.
    Now go door to door and simply give the flyer to the business owner or an employee to give to the business owner.
    It\’s good to have what I call a \”Power question\” memorized.

    A \”Power question\” is simply a short instant-qualifier. Here\’s an example:

    -You walk into a business, and the owner is there. You say:

    \”If I can show you how to recession proof your business, is that worth 10 minutes of your time right now to find out how to get that done?\”

    The answer is either yes or no.

    Or, if they don\’t have the time right then but are interested, GREAT! You just got a lead, now grab their FULL contact info and give them your business card, flyer, brochure, or whatever marketing collateral you made and tell them to visit your website.

    (NOTE: Most owner will genuinely WANT to visit the site and grab your report but will get busy and forget. Don\’t worry, you got their contact info so you can institute a follow-up campaign to remind them to get it. *THIS IS CRUCIAL TO YOUR SUCCESS (the follow-up that is)

    WHADDAYA MEAN YOU DON\’T HAVE TIME TO GO DOOR TO DOOR?

    No sweat. Grab your Yellow Pages, Val Pak, etc.. and mail your brochure to \’em.

    Better yet, turn your brochure into a postcard and voila! Now you have a postcard/DM campaign to put into your \”portfolio\” - Which you won\’t ever need because they\’ll all be pre-sold on your services (more about that in a minute).

    Step 4. Get yourself a \”Constant Contact\” email account. http://www.constantcontact.com
    CC is a great auto-responder and email program because they allow you to add contacts without requiring the \”double opt-in\”. This is PERFECT for networking because you can grab peoples business card and then go home and add them to your list.

    Plus, your emails will look awesome because you can easily add pictures and other \”cool\” things to them to further \”brand\” yourself and stand out from the so-called \”competition\”.

    NOW… ABOUT YOUR \”BAIT\”/REPORT

    The success of your lead generation will depend greatly on the name of your report.
    Think of the importance of \”Headlines\” in sales letters here.
    That\’s how important getting the title of your report right is, if you are to be successful with lead generation.
    Now, it doesn\’t have to be \”7 tips for recession prooffing your business\” - that\’s just one idea for a report.
    You could do your report on anything. - What area(s) of marketing do you want to focus on?
    What are the hot buttons that your prospects have?
    Now dig deep into the hidden benefits and what the prospect will get out of it. Ie. what results can they expect to get?
    Now come up with a number of possible report titles.

    Also, don\’t forget to start writing your report (it doesn\’t have to be long or even very specific). You can basically touch on topics and give ideas away without ever going into the \”nut\’s and bolts\”.

    Also, your report should position you as the expert - which you are by the sheer fact that you\’re on this blog.
    TRUST ME, 99% of small business owners are COMPLETELY CLUELESS when it comes to Direct Response Marketing.

    If you know what a \”list of prospects is\”, or that, as a business owner, you NEED to be marketing on an ongoing basis to your customer base - Then you know more than the business owners you\’re probably ever going to talk to in your lifetime (sadly, but good for us).

    And therefore, I officially \”certify you\” to be certifiably more knowledgeable in Direct Response Marketing than your prospects.
    And ipso facto, an expert (in their eyes). — Now quit hiding your confidence in your pocket and put it on your shirt for everyone to see and get going with this!

    Also, at the end of your report, be sure to have a 1 page \”blurb\” about yourself.

    EXAMPLE: \”Amy Rogers is a local Small Business Marketing Expert.
    She helps businesses… blah blah blah - list of exciting benefits that make the prospect drool and want to talk to you.
    You can also list some of your services (but NO price points!).
    Be sure to give your website url too (see below for web help).

    AND DON\’T FORGET TO DO THIS NEXT PART, THIS IS CRUCIAL.

    Be sure to have an offer and a call to action!
    Even if it\’s to call you for a free, no obligation 10 minute consultation.

    …

    Now in your free report or whatever you use (it could also be an audio cd, or whatever). It is also important that you provide good, quality content.

    Don\’t be afraid to tell the truth, and don\’t be afraid of holding anything back.
    Just model Clayton and give, give, give! Or I guess in this case, it would be share, share, share.
    Share you knowledge with your prospects.

    The more information you share with them, the more \”the expert\” you become in their eyes. Because the truth about all experts is that they genuinely enjoy talking about their \”craft\”, and sharing tidbits of information. So let people know what you know.

    And, as an added bonus, the more you share your knowledge, the more word of mouth advertising you\’ll get for your business.

    A WORD ABOUT YOUR WEBSITE

    Next, go to http://www.godaddy.com and get yourself a website.
    Buy your name if you can. That\’ll help \”brand\” you further with your prospects.

    Next, set up a lead capture page.
    (just search for \”lead capture page software creator\” or something like that)

    Your lead capture page \”sells\” your free report in exchange for their contact info.
    Personally, I like getting their mailing address along with their email, but that\’s up to you.
    Because it\’s local and they\’ve met you at a networking event, you\’ll have a higher conversion than if you did PPC advertising to cold prospects.
    Of course, it helps if you tell them that you\’re going to mail them the report as well as give it to them online and that\’s why you require their full contact info.

    BUT DO THIS BEFORE YOU GET YOUR FIRST LEAD…

    Before you\’ve even gotten your first lead, make a list of 12 important topics that you think business owners want to know/read about.
    Generally, topics on marketing and sales are good (obviously right?).
    Be sure to keep it really basic. And I mean REALLY BASIC.
    Each weekend (for the next 12 weeks), take one of those topics and write an article.
    Put that article on your webpage inside of your site.

    Say your first article is about the importance of \”list building\”, your url would look like this:

    EX. http://www.amyrogersmarketing.com/article/listbuilding
    Just to keep your folders organized and nice and neat (your web guy can help you with this).

    NEXT, go into constant contact and write out an email to put into your autoresponder sequence.
    Do this every week for the next 12 weeks and you\’ll have a nice fully-automated marketing system that
    (1) Sends everyone the same content rich information that educates your prospects about how Direct Response Marketing can help them increase their profits.
    (2) Builds a relationship with your prospects, and…
    (3) Builds trust with your prospects.
    PLUS… (4) This will effectively pre-sell your prospects so that when you\’re on the phone with them, they\’re already pre-disposed to hiring you. Plus, as an added benefit, they\’ll have much less price resistance because they see you as the expert.

    BUT WHAT IF I KNOW NOTHING ABOUT SETTING UP MY OWN WEBSITE?

    No worries.
    Go to http://www.craigslist.com and put up a post for a webguy.
    There\’s tons of them and they\’re really cheap.
    If you\’re in a money pinch, offer to exchange marketing help for website help.
    TIP: When dealing with \”freelancers\” or \”outsourced help\” - be crytal clear with your deadlines.
    Nothing sucks more than having them \”flake\” on you.

    …

    Here\’s another tip to help you take action right away and not procrastinate on any of this.

    1. Pick the topic of your report.
    2. Deliver the report over the course of say 7-10 days from your auto-responder.
    3. Each day write one section of the report and put it into your auto-responder.
    4. Get your business cards, brochures, flyers, postcards done and get them out there
    5. Start networking
    6. Buy your website url, email autoresponder, and put up your lead capture page.
    7. Go Go Go!

    After you\’ve written your report, you can go back and put it all together into a proper report.

    The truth is, you really do know how to help business owners make more money. But YOU have to treat your copywriting/marketing consultancy business like any other business.

    You need a lead generation \”widget\” in order to get people into your marketing funnel so that you can sift and sort and pre-sell them using your system.

    And it\’s pretty much the exact same steps to help them with their business.

    Hope that helps.

    Harun Bahri

    PS. After you\’ve got all of that stuff done, you can go to http://www.wordpress.com and get a free blog installed on your site. This will allow you to flex your \”writing\” skills and really build your own \”fan club\” of loyal prospects and customers.

    PLUS… You can also sell them a bunch of info-products. Just make sure that the info-products actually help them. But the truth and reality is that most business owners WANT you to provide complete done-for-you solutions.

    OR… Check out Dan O\’Day (for radio advertising - copywriting TOTALLY applies to this medium). There\’s also Larry Conn for Yellow Page advertising help (which they desperately need). You can get any of their basic programs (to start with) and ad those to the list of services that you offer. Radio ads are a great way to increase your revenue as an added upsell (for you) to any of your services. Think drive traffic to their website… store… current promotion etc…

94. Comment by Clayton Makepeace — January 25, 2008 @ 3:19 am

    WOW! You guys are fantastic! What a great bunch of ideas!

    Great tips, Harun! And everyone!

    I had dinner with a partner last night and we made a fantastic new deal.

    This morning, I\’m having breakfast with another guy who\’s going to help me with one of my partners.

    Then at 9:30, I\’m going to be at another partner\’s home to brainstorm his new customer strategy for 2008.

    Too many great ideas to go into depth now, but keep \’em comng!

    I\’ll address every new post later today.

    We\’re going to make this YOUR best year ever!

95. Comment by Markus Trauernicht — January 25, 2008 @ 3:40 am

    Thanks Clayton, for your nice words. But it\’s nothing but my twist of your \”How to build a six-figure copywriting business!\”

    So I got to hand it to you and Bob Bly.

    My word suggestion:

    \”Partnering Copywriter\”

    The concept of copywriter is known, and the \”partnering\” explains itself or is easly explained. It makes it easier to enter the conversation in a prospects head, which is: How can I get a copywriter without having to pay too much upfront.

    Regards Markus Trauernicht

96. Comment by Wendy Makepeace — January 25, 2008 @ 5:53 am

    Hey Harun:

    Great post! Talk about \”sticking your neck out\”:)

97. Comment by John Newtson — January 25, 2008 @ 7:51 am

    I’m with Chick Jabre, “Rainmaker” is perfect.

    You know, I always hear copywriters say they\’re going after “small business owners”.

    But that’s not a very specific target market.

    Small Business is a HUGE category with companies ranging from solo-business owners to several hundred million dollar businesses. Agora, Boardroom and those companies are technically small businesses (Rodale’s not though, pretty sure when you pass a BILLION you’re not “small” anymore).

    But the point is you have to really understand who you’re targeting. If you’re going after businesses with NO marketing savvy, then your services are going to have to be focused on educating and developing basic marketing strategies and functions for them.

    You’ll need to sell the value of building a list, testing offers, etc.

    Harun is 100% right! Most small business owners are clueless about direct response marketing. They aren’t looking for an “increase in response” because they’re still in the mindset of “I need to get my name out there.” A very common mistake is to start talking direct response jargon to small business owners who aren’t direct marketers.

    That has nothing to do with conversations they’re having in their heads about their business.

    Markus, I’m not sure how KNOWN copywriter is. Most non-direct response business owners have no idea what a copywriter is and those that do usually think general ad agency copywriter and have little interest in THAT.

    So if “Small business” is your target, the question becomes – Which type? There many different types of small business owners. You’ll still want to target a more specific type of small business, become an expert in that market, its business & marketing models, common problems, etc.

    Who do you want to work with and what do you want to do for them? It’s a targeting and strategic decision on your part.

    Then there’s the type of marketing you do. You could build a business around creating quick windfalls by identifying and working with businesses that have a lot of low-hanging fruit. If that’s your only focus you’ll need a steadier stream of clients coming in because once all the low-hanging fruit is picked it’s time for more systematic marketing.

    What I find fascinating about Clayton’s approach is that he marries the fast-windfalls with aggressive, sustainable growth strategies. So a new client gets a huge influx of cash, followed by ever-rising revenues.

    Think about that Security Rare Coin story a bit, in one year they went from $4 million a year to $16 million a MONTH… And SUSTAINED it. That’s more than low-hanging fruit! And Clayton’s system worked again at Blanchard, and again for other clients.

    That’s what makes it so exciting, and Clayton so much in demand.

    It’s also why I’m still amazed that he spends as much time as he does sharing all this info in The Total Package. He could take on another client in a minute and add several million to his income for the same amount of time and effort he puts into this free newsletter. (Selling a few info-products to cover costs doesn’t replace that kind of income.You EWC members know how much time he puts just into that club.)

    John

98. Comment by Dwight White — January 25, 2008 @ 8:08 am

    Ditto John - We are lucky b… we are blessed!

99. Comment by Jacob Bear — January 25, 2008 @ 9:36 am

    Thanks, Harun, for that detailed plan. Once you have a system in place like that to attract businesses that are \”clueless\” about marketing, you can use it as a sample to show the businesses that are already savvy about direct response marketing. When they see that you know how to write reports and promote them in a sales letter/web page, you\’re established as a seasoned/knowledgeable writer.

    About the name…do you have to pick just one? If you use different headlines and offers for different groups of prospects, why not have different titles? Something techy like \”Profit Maximizer\” might work for an engineer who owns a software company. A metaphor like \”financial lightning rod\” could inspire a visionary CEO. And so on.

    Here\’s a fun experiment. Go to a bunch of networking events and tell people you\’re a copywriter. Sooner or later someone will tell you about their poetry collection, and ask you for advice on how to protect it. :roll

    It\’s more important to talk about what you do than what you are. I think Hanun\’s technique nails it.

100. Comment by Markus Trauernicht — January 25, 2008 @ 10:52 am

     Hi John

     What I think is important about a name, is a differentiation from a normal consultant. Whatever that new term will be - it makes sense to have some kind of a copywriting component in the name. Otherwise we will more probably be just another consultant / marketingguy in the eyes of the prospect.

     Because that is not the picture I want to create when prospecting.

     The normal consultant / marketingguy comes with a new branding campaign and X amount of $ later no real change has been made. So what I would suggest is a name, that really is:

     * non-hype (too much on the net already

     * is as selfexplaining as possible

     * differentiates from other consultants / marketing agencies

     * differentiates from copywriters who do branding / nice texts only

     * is a term nobody else can use, because it makes no sense to them
     to use it.

     * a bit of a benefit (really difficult) instead of a feature in the name

     Hope that helps.
     Regards Markus

     Great info Harun!

101. Comment by Roy Everitt — January 25, 2008 @ 10:53 am

     That was an information product in its own right.

     Thanks!

     Roy

102. Comment by Larry Foster — January 25, 2008 @ 10:58 am

     Revenue Enhancement Specialist
     Profit Doctor

     Clayton, this is absolutely the greatest gift anyone has given.
     As far as overdelivering, you\\\\\\\\\\\\\\\’re like the Energizer Bunny.
     You keep going and going and…
     The info is killer.
     I\\\\\\\\\\\\\\\’m into the \\\\\\\\\\\\\\\”small business niche\\\\\\\\\\\\\\\” and really just getting started.
     By small business, I mean the local guys that depend on local customers.
     Have a couple clients that I\\\\\\\\\\\\\\\’ve worked for but was preparing a mailing to a cold list of prospects when I saw this.
     It instantly changed my \\\\\\\\\\\\\\\”hook\\\\\\\\\\\\\\\” and focus.
     This list a Chamber of Commerce list.
     About 50% have no websites, 10% have websites that don\\\\\\\\\\\\\\\’t work and the rest have sites that say \\\\\\\\\\\\\\\”look at me, I\\\\\\\\\\\\\\\’m wonderful\\\\\\\\\\\\\\\”
     As stated here a number of times, most have no list or if they do, they\\\\\\\\\\\\\\\’re not marketing to them well, if at all.
     I don\\\\\\\\\\\\\\\’t go as a copywriter. At best, I\\\\\\\\\\\\\\\’m just a journeyman right now.But, I\\\\\\\\\\\\\\\’m a lot better than most they have experience with.
     But, I know marketing.
     How to generate leads and get action.
     Those of us who are looking to get into this \\\\\\\\\\\\\\\”small business niche\\\\\\\\\\\\\\\” need to leave our Copywriting title at the door.
     Most small business owners think of copywriting as someone that works for the local paper and writes about Community news and obituaries.
     Find one small area that you can help them.
     Then leverage that into more work and loyal customers.
     When you\\\\\\\\\\\\\\\’ve proven yourself, then approach with \\\\\\\\\\\\\\\”partnering\\\\\\\\\\\\\\\”
     As a present and former owner, I think you\\\\\\\\\\\\\\\’ll get further in the door and better results.
     Also, the direct rersponse methods we\\\\\\\\\\\\\\\’ll use to help them will be demonstrated by your own marketing to them.
     If they have questions about your methods which are unfamiliar to most, you can tell them it works. They responded.
     Thanks again, Clayton.
     I eagerly wait the next installments.
     Larry Foster

103. Comment by Larry Foster — January 25, 2008 @ 10:58 am

     Revenue Enhancement Specialist
     Profit Doctor

     Clayton, this is absolutely the greatest gift anyone has given.
     As far as overdelivering, you\\\\\\\\\\\\\\\’re like the Energizer Bunny.
     You keep going and going and…
     The info is killer.
     I\\\\\\\\\\\\\\\’m into the \\\\\\\\\\\\\\\”small business niche\\\\\\\\\\\\\\\” and really just getting started.
     By small business, I mean the local guys that depend on local customers.
     Have a couple clients that I\\\\\\\\\\\\\\\’ve worked for but was preparing a mailing to a cold list of prospects when I saw this.
     It instantly changed my \\\\\\\\\\\\\\\”hook\\\\\\\\\\\\\\\” and focus.
     This list a Chamber of Commerce list.
     About 50% have no websites, 10% have websites that don\\\\\\\\\\\\\\\’t work and the rest have sites that say \\\\\\\\\\\\\\\”look at me, I\\\\\\\\\\\\\\\’m wonderful\\\\\\\\\\\\\\\”
     As stated here a number of times, most have no list or if they do, they\\\\\\\\\\\\\\\’re not marketing to them well, if at all.
     I don\\\\\\\\\\\\\\\’t go as a copywriter. At best, I\\\\\\\\\\\\\\\’m just a journeyman right now.But, I\\\\\\\\\\\\\\\’m a lot better than most they have experience with.
     But, I know marketing.
     How to generate leads and get action.
     Those of us who are looking to get into this \\\\\\\\\\\\\\\”small business niche\\\\\\\\\\\\\\\” need to leave our Copywriting title at the door.
     Most small business owners think of copywriting as someone that works for the local paper and writes about Community news and obituaries.
     Find one small area that you can help them.
     Then leverage that into more work and loyal customers.
     When you\\\\\\\\\\\\\\\’ve proven yourself, then approach with \\\\\\\\\\\\\\\”partnering\\\\\\\\\\\\\\\”
     As a present and former owner, I think you\\\\\\\\\\\\\\\’ll get further in the door and better results.
     Also, the direct rersponse methods we\\\\\\\\\\\\\\\’ll use to help them will be demonstrated by your own marketing to them.
     If they have questions about your methods which are unfamiliar to most, you can tell them it works. They responded.
     Thanks again, Clayton.
     I eagerly wait the next installments.
     Larry Foster

104. Comment by Tom — January 25, 2008 @ 11:04 am

     Clayton

     In South Africa today 25/01/2008:

     All gold company shares have dropped 11%

     Gold is through the roof, platinum as well.

     Most large underground mining companies have ceased their underground activities, because of power cuts that endanger their underground workers

     In a country of 40% unemployment 400,000 people face retrenchment

     The roads are in such a state that vehicles have to be repaired more frequently due to damage from potholes in the roads. Towns as well as cities this is.

     Power cuts that lose many businesses up to 75% of their business per day (I lose at least 50% of my IT and consulting business per day.)

     Power rationing is coming into law:
     Hospitality industry must cut power usage by 20%
     Homes by 10%
     Heavy industry by 5%

     Affordable generators are on back order until end of Feb. 2008

     Butchers lose masses amounts of meat a day, because they cannot afford almost the equivalent of $20,000-00 (multiply by 7 for our exchange rate) for generators, to keep their freezers up and running. Interest rates keep climbing and have put anyone with mortgages or loans that bit closer to the wall

     I look in their eyes and see desperation on a daily basis and my heart breaks. In the light of this, how do I help them in the light of this thread?

     They are suffering to keep their doors open. What do I tell them?

     You need as least a positive outlook to start with, but if there is none, what do you tell them?

105. Comment by Harun Bahri — January 25, 2008 @ 11:29 am

     John, you\’re absolutely right on all accounts. ESPECIALLY on Clayton taking the time to share his wealth of knowledge and experience with all of us.

     You\’ll definitely find much more success a lot faster if you pick a niche market and focus your marketing dollars on penetrating that market deeply.

     When picking your market you have to (A) Identify your target market, (B) Make sure they have money, and (C) Make sure they have problems that you can fix. That part should really be easy especially if you\’re targetting traditional brick and mortar businesses.

     If you aren\’t sure what type of business you want to target, you can (1) grab your local yellow pages and thumb through it looking for a type of business that catches your eye. Or (2) What are your hobbies and passions? What businesses service them? Now do some more research and find out how bad their marketing is.

     If you like pets, why not turn yourself into the local \”Pet Profit Expert\” or something?

     John also made a really good point about identifying what services you are going to perform for them.
     And I agree with him that you\’ve not only got to focus on creating money right now (because the small business owner DESPERATELY needs cash flow), but you\’ve also got to identify what your long term marketing strategy will be for them in order to sustain that growth (and encourage it).

     TO JACOB BEAR:
     Correct, when you set up your own marketing system like this and start putting prospects through it, it automatically sells them on your services. The nice thing about this is that you\’ll never need a portfolio. It\’s kind of a \”sneaky\” trick, but it works like gangbusters.

     This tactic works even better in the offline world because most \”marketing consultants\” don\’t share any real useful tips or strategies. Mostly because they have no clue about making advertising and marketing actually give a decent return on investment.

     So, by the sheer fact of sharing great information you\’ll instantly rise above the so-called \”competition\”.

     And yes, you always want to taylor your message to your market.
     What you\’d say to a Financial Planner is slightly different than what you\’d say to a mechanic, baker, plastic surgeon, dentist, etc…
     The overall message doesn\’t really change, but it\’s the little nuances and the jargon/slang within each industry that does. It\’s also crucial to learn the jargon as quickly as possible so that you\’ll \”fit in\”.

     If you can, get yourself on their industry magazine mailing list.

     …

     QUICK TIP for anyone who is about to go out and do this, do yourself a huge favor and grab a copy of Bob Burg\’s book \”Endless Referals\”. He\’s got some great advice on actually making networking turn into business.

     Also, be sure to focus on them and ask lots and lots of questions.
     They\’ll tell all kinds of juicy things such as what their current #1 problem is, which you can then use to tweak your message and not only speak directly to them, but also jump into the conversation already taking place.

     Hope that helps.

     Harun

106. Comment by Chris Allsop — January 25, 2008 @ 12:22 pm

     Hi Clayton

     Thanks for the great articles. It made me think. The type of thinking you do when you stop, push back your chair, and stare out the window for a while.

     You asked us to tell you what we need to make your business model work for us. Now that\\\’s a brave question. After all, your readers range from top-selling copywriters to people who\\\’ve just heard of copywriting yesterday, and everything in between.

     I am in the \\\”between\\\” category. I am a full time Development Officer for a Faculty of Engineering at a University. I am also a mom of three teenage girls - which is pretty exciting in itself most days. And I am a part-time copy cub. My goal? To become a full time copywriter in two years.

     My plan was to take both AWAI courses, read all the recommended masters (Caples etc.) and practice, practice, practice. In the end, I would be a the best damn new copywriter ready to get clients the results they need.
     (Can you hear angels singing in the background here?)

     Well, I\\\’ve learned that life tends to step in now and again. And given that some things, like my daughters, are pretty important, you have to let it. And of course, I just had to try some AWAI Bootcamp specs, from which I got two new clients (my first two clients I should say).

     So my plan is strangely, off track yet on it at the same time. I haven\\\’t finished my first AWAI Course. I\\\’ve read only one chapter of Hopkins\\\’ Scientific Advertising in the past six months. Now I\\\’m madly learning as I go. My AWAI course books are now reference guides. And I study my favorite Total Package articles before I write for my clients.

     But back to your question. How can you help me? Well since you can grant me an extra eight hours or so per day, then a quick kick in the pants every now and then is helpful. After reading your articles, I\\\’ve decided to narrow my focus even more. I\\\’ve cut the number of copywrting ezines in my inbox to two (I\\\’m happy to tell you - The Total Package is one them!) As for financial and health ezines I like to read? My new rule is I will only open ones with good headlines. (That way I get a double bang for my buck - information on two important markets and an opportunity to study a good headline.) Other things like marketing information products, blogs, etc. etc. will have to wait. I need to focus on how I can write great copy for my clients and provide value added services for them at the same time.

     So, please give us the step by step on how to provide that extra value. Tell us what we need to know to pass on to our clients. Information that will them - and make us a team member they can\\\’t live without. And not that I want to ask TOO much, but please keep the copywriting advice coming as well.

     Sorry for the long-winded repsonse. And thanks for taking the time - and money - to create The Total Package. It means more to me (and I\\\’m sure many others) than I can really say.

107. Comment by Leon Altman — January 25, 2008 @ 12:58 pm

     CAUTION!

     To all those who are suggesting repositioning names that focus on \”consultant\”: you are leaving the value-added copywriter positioning and veering into consultant territory - a whole different kettle fish. One where you are up against experienced consultants who have database and analytics skills that will blow you away.

     Some form of \”copywriter\” needs to be part of the new positioning. (If a client doesn\’t know what a copywriter is..you are headed for trouble and best avoid him).

     Also, about names suggesting \”partner.\” That may be the intent, but to call it that will set up all sorts of red flags to business owners and executives.

     My entry:

     COPY ADVISOR

108. Comment by Tony — January 25, 2008 @ 2:06 pm

     Hey Guys! Great posts! This is such a good topic. As John can certainly testify to, one of the biggest benefits of working \”behind the scenes\” with Clayton is that you get this knowledge and perspective from him. You see everything that\’s required for copy to do it\’s full job, and you learn how to structure everything — from marketing all the way to operations — in a way that optimizes its performance.

     The cool thing is that, even if you choose to embrace the freelance model, you\’re literally light years ahead of other freelancers when armed with this knowledge. Put yourself in the client\’s shoes: Who would you rather hire — a copywriter who simply collects a check for a sales letter — or one who pro-actively digs into the client\’s business, looking to revamp and enhance everything that impacts response and ROI. And who has the skills and means to do so!

     It\’s a no brainer, right? And so that\’s a huge plus in my opinion — you get OPTIONS. Because you\’re so valuable, clients will want to retain you and compensate as aggressively as possible. But because your so valuable, you can still choose whether you want to get \”married\” or live the swinging single life of a freelancer.

     There\’s more I could say, but I\’ll save it for later. This is fun and I don\’t want to save some good thoughts and ideas for future posts.

     Keep \’em coming!!!

     Tony

109. Comment by Roy Everitt — January 25, 2008 @ 2:33 pm

     I\’m sure this wil have been suggested before, but this threads getting soooo long:

     Marketing Advisor

110. Comment by Jacob Bear — January 25, 2008 @ 5:50 pm

     Maybe the key to what you call yourself is to insert the name of your niche. \”Insurance Marketer\” for example. It\’s not the final answer but most of the terms so far just don\’t feel right. There has to be a metaphor for marketing/profits that isn\’t already a cliche\’. I know a financial planner, Chellie Campbell, who refers to her service \”Financial Stress Relief.\” (Every time I read her newsletter I pray she\’ll never become a copywriter because she\’d put us all out of business!)

     Hey Chris, What\’s the other copywriting e-zine you still read?

111. Comment by Adam Gordon — January 25, 2008 @ 9:06 pm

     Somewhere in this mine of information Clayton talked about the need to become to become an overall strategiser for the company, to help it improve its profitability in these more difficult times (at least in the US, not Australia).

     My experience with many small businesses, and I agree with the need to understand your market here (a small business is Australia is someone employing less than 20), is that sales are the problem.

     Many of their sales are costing them profits. This may be because they don\’t really know their cost of sales by products or market grouping; or they don\’t charge as much as they could or should, or they face an opportunity cost by concentrating on selling products or to markets which are not as profitable as other potential markets.

     There are many such reasons. In tough times there can be real returns by improving current operations rather than chasing more.

     That is not to say that increasing sales is not the right strategy. For many it is. And as expressed above, many such small businesses just do not have any marketing strategy at all.

     The underlying issue is that so many businesses do not have the information to hand on which to make decisions. The information is often there, it is just not collected or analysed. Once they have it, the decisions are usually obvious.

     I\’ll dismount from my hobby horse now.

     AdamG

112. Comment by Dean Kennedy — January 26, 2008 @ 6:49 am

     I\’ve gotta say that The Total Package articles usually kick-start my brain into thinking, and it\’s a daily dose of pure gold dust… and they\’re some of the very few emails that I \”allow\” to arrive in my marketing inbox without being filtered.

     However, this series Clayton is at another level again. And, by crikey, it\’s all free!

     Thank you so much for what you do and what you\’ve created here — you certainly prove \”the secret to living is giving.\”

     There is a whole list of fantastic ideas already to take-away, even before the February posts start … I think I need to schedule your emails permanently into my diary!

     Moniker-wise, I\’d still stick with something conservative, as I think in the corporate world some of the names start to get \”awkward\” and harder for corporate clients to accept — however there\’s no testing involved at this point, so you may take my opinion as being nothing more than guesswork.

     I like …

     * Profit Consultant
     * Profit Strategist

     Or taking it further…

     * Maximum Profits Coach
     * Profit Maximizer

     From a client perspective, that makes sense to me, as we\’re about maximum profit growth, and doing that from a marketing, copywriting and sales point of view, along with the internal business savings and improvements that can also be identified… it all boils down to more profit (not even necessarily more revenue).

     Now I\’m off to print, highlight and make the most of all of this.

     Happy Australia Day (26th), Dean Kennedy, Melbourne Australia

113. Comment by Kevin Kavanagh — January 26, 2008 @ 9:46 am

     Great stuff folks! Let’s keep it up…
     Clayton thanks for the forum and refreshing, real world, exciting, etc, etc, etc, ideas.
     I’m not convinced there is a single name for what this idea proposes. I’m not being critical of ideas here as I think the flow is great…just some thoughts (It’s how my creative mind worksJ)
     Copywriter - I agree many people have no clue what a copywriter is so educating them first takes away from the real message we want to get across…..
     Marketer, Market Response - Since most people don’t know how to market and even fewer understand what Market Response really means…..
     Consultant - Been there done that “a guy with a plane ticket home and your check”, I don’t know they are viewed very positively (as well stated in another post)
     Strategist, Expert – Business strategy is like marketing, every business needs it but few have or understand it (and may be intimidated by it). Everyone claims to be an expert…right?
     Recession Survival Partner
     Business Success Challenger
     Business Improvement Accomplice
     Business Profit Partner
     Business Performance Partner
     Extraordinary Success Partner
     Profit Improvement Partner
     You could make it market specific e.g. specialist
     Real Estate Success (Survival) Specialist
     Retail Profit Specialist
     Small Business….
     Retail Sales…
     Etc.
     Enjoy!

114. Comment by --TW — January 26, 2008 @ 10:01 am

     Great info! Thanks!
     I\’d add this — when approaching potential clients, stress this aspect: \”I don\’t get pain until you get paid TEN TIMES as much!\” — \”If what I say doesn\’t work, you pay me nothing.\” etc.

115. Comment by --TW — January 26, 2008 @ 10:04 am

     sorry.

116. Comment by -- TW — January 26, 2008 @ 10:59 am

     Profit Pathfinder

     Recession Shield Expert

     Recession-proofing Expert

     Recession Avoidance Expert

     \”When the recession hits, don\’t just look for a lifeboat… Here\’s a yacht!\”

117. Comment by Emette E. Massey — January 26, 2008 @ 11:23 am

     Hi Clayton,

     History is unfolding right before our eyes here. Comments, advice, and sound marketing strategies still coming strong for nearly 2 weeks now! How exciting!

     I’d like to personally thank you Clayton for making this profit building information possible and I’d also like to thank each and everyone in this blog for sharing their wisdom and insights too!

     Here’s a challenge for all you readers.

     We all want to become successful, highly paid copywriters, uh I mean “marketing gurus” with assignments coming down like a meteor shower. Am I right?

     OK, are we BLIND?

     Look no further. Clayton has been paving the way for us since this whole website started. And for the last 2 weeks he’s created a monster—one that you could use to gain all the clients you can handle.

     You’ve been witnessing what providing excellent value, smart real world marketing principles could do for your business.

     Just look at how the responses continue to flood this website.

     Let’s dissect this for a moment. You could break it down into 2 simple steps:

     1. The right message . . .
     2. To the right people. . .

     Think about it. This blog and website is positioned to assist growing and budding direct response specialists by providing excellent tools—many for absolutely no cost or obligation at all.

     And Clayton goes one step further by chiming in personally and offering further insights that are relative to the post, comment or question. In short, he connects directly with his readers. Something you should be doing with your prospects.

     I guarantee you will not find any other A-Level marketing pros willing to do this—and do for no cost. BAM a very unique USP is borne.

     This model is also so effective because there is so much value literally handed out a silver platter to the reader. And this value directly helps the reader (targeted audience) benefit many times over.

     Furthermore it causes a viral storm of interest. It practically feeds upon itself causing more attention and bringing in even more interest to not only Clayton’s website but also to Clayton. Talk about brand building and credibility. All important for building any business.

     Folks who have never felt the Clayton Effect feel it the very second they land on his website. Value is established up front by offering free gifts to prospective subscriber to the Total Package. Very quickly you can feel, see, and experience the trust and value presented and soon become lifelong subscribers, clients, and customers.

     As you can see the value doesn’t stop at the landing page. Once a subscriber, the message and value continues straight on thought the week. Heck, Clayton even brings in other top level advisors and gets them to share their successful insights (message) to all.

     All said this website is delivering the right message to the right people giving folks a reason for becoming a loyal client.

     So how does this affect you? Easy. The quickly and shortest path to success is follow someone who’s been there before. Clayton is laying it out for us right here—if we’ll just stay on the yellow brick road he’s paving for us.

     Food for thought. . .

     What if you used Clayton’s super successful model to build your business? What if you identified your ideal prospect with and found out what parade she’s marching in. What if you jumped ahead and guess what, where she’s going, you’re going too!

     What if you develop the right message? This message is exactly what your prospect’s is wanting in fact craving at the moment. As it so happens you are the most sensible, logical choice and you can in fact deliver the goods in a way one else could and without any risk.

     And what if you offered free samples of your solutions, advice, insights and you connected directly with your prospects via a blog, website, direct mail, pod cast, in person, email or any number of low cost or even free methods we all have access to in this modern age?

     Would it work for your business? I think so.

     Seems like the possibilities are growing.

     Warmly,

     Emette E. Massey

118. Comment by Markus Trauernicht — January 26, 2008 @ 11:51 am

     Hello

     I think the concept/name of copywriter has worked for clients and writers for a few decades. So why change the basic part of a new name that has been working for so long? Just having a totally different name, will not create business easier for newbies. So I believe it makes sense to have a very timeless name. Not subject to change within a few years.

     The new name is also about positioning and differentiation (from the rest of the copywriters).

     Sure, something flashy can be created, like making a „garbologist“ out of a „garbage collector“.

     But it does not make sense to call a \”car\” a \”transport chair\”. Everybody will keep calling a car a car.

     That is why I think „Copywriter-something“ makes sense to use when teaming up with a client.

     But not too hyped up, as many clients are rather down-to-earth and a bit conservative. Would not want to loose them because of a hyped-up flashy name.

     It should definitely be a bit of a USP. Meaning no normal consultant can use it, because it makes no sense to him. And no normal ad-agency copywriter can use it, because it makes no sense to him. (Isn\’t that what it\’s about?)

     That is why I suggest something more in the line of:

     1:1 Copywriter
     One-on-One Copywriter
     Maximizing Copywriter
     Mentoring Copywriter
     Tracking Copywriter
     Optimizing Copywriter
     Consulting copywriter

     In the German language a copywriter is called a \”texter\” or \”werbetexter\”.

     werbe = advertise
     texter = writer
     Advertisingwriter = Copywriter

     I call myself a Verkaufstexter.

     Verkauf = Sales
     Texter = Writer
     = Saleswriter

     That is pretty much self-explanatory and also differentiating from the rest. It combines something old and known with something new and is by nature very self-explaining.

     That is why I think the copywriting bit of the name should definitely not be dumped. After all, doesn\’t basic copywriting teach to go as far as possible with what works?

     Hope that helps.

     Regards Markus Trauernicht from Berlin

119. Comment by Nadin — January 26, 2008 @ 1:51 pm

     Clayton,

     Definitely very interesting post.

     But I don\’t think it\’s for everyone. As you can see, most readers here are too star stuck to think through this.

     The average \”copywriter\” has either been self taught or coming out from something like AWAI. Unless someone is coming out from a background in marketing, most of these people have no clue how to market themselves, let alone the product/service of the client. They are mostly struggling to get their first flyer or brochure job.

     On the other side of the fence, vast majority of small businesses think marketing is sending out a yellow flyer declaring that they exist - the rest is all about hard selling, across the table. They wouldn\’t mind hiring a six figure sales person who can \”close\” but when it comes to a marketing campaign with a well thought out campaign…

     Will this wok for someone starting out?

     I think so. But not on day one…

     It\’s like trying to perform a brain surgery after going through a home study course in homeopathy.

     You can do it now Clayton - but you are a legend.

     You are a great marketer Clayton (yeah, I\’m sure you didn\’t know that )
     but what can someone do, to reach this point in today\’s market, with a thousands of \”copywriters\” out there?

     What can someone do on day one?

     Nadin

120. Comment by Chris Allsop — January 26, 2008 @ 1:59 pm

     Hey Jacob

     I actually forgot one ezine so in reality - I read three. The Total Package is one. The second is AWAI\’s Golden Thread. Its a quick read with some good tips. But I also read John Forde\’s ezine. I like his writing style and his advice.

     So that\’s my three ezines. There are many more that I have read that are very good. But time is precious. So these are the three I take the time for - at least for now.

     Cheers!
     Chris

121. Comment by Sharon B. — January 26, 2008 @ 3:07 pm

     Hello Clayton (and everyone else)—
     It\’s refreshing in the extreme to hear all the straight talk and suggestions here! I appreciate it, in light of all the depressing garbage that\’s being spewed out there these days.
     Nadin–I respect your point of view. My own take on it is, there is no better time to be exposed to this level of information than when we are first starting out. I would rather learn from the best at the outset–it takes years off the learning curve. And if it stretches my brain in new ways, so much the better.
     Personally, I believe that one talent needed to survive a recession is an ability to think outside the box. Combine that with all the valuable information here and we can become unstoppable.— I will say now that am in need of pointers in both areas, as I am just starting out as a copywriter (Thank You, AWAI!!) and I also have a full-time landscape construction business. It is still small–I wear all the hats–and advertising dollars are few and far between (usually there aren\’t any!). I am looking for creative ways to expand.
     I did find that word of mouth was the best way to grow my business to date. Since dollars were scarce, I let my work be my best advertisement, and that alone has gotten me 35 clients. I WOULD like to restructure the business so it provides some residual income, as I usually go unemployed in the winter. This is why I started with the copywriting.
     Clayton, I am definitely looking forward to reading more! I have been getting your newsletters for a while now, and they are my inspiration. As for getting tactical on my butt, please feel free to do so. I will hang it out there willingly!!
     Best Regards,
     Sharon:grin

122. Comment by Jacob Bear — January 28, 2008 @ 9:41 pm

     It just struck me that if you did all of the things mentioned on this blog (or even maybe just a quarter of them) you\’d be almost guaranteed success. But most people never implement. If you work at all the things suggested here every day, you\’ll get results.

     What have you done TODAY to promote yourself?

     Chris mentioned John Forde\’s ezine (thanks Chris, John and Clayton are at the top of my list too!
     )
     Anyway, I think in the last issue he mentioned setting up a wall calendar that shows the whole year. Every day that you market yourself you mark the day with a big red \”X\” and as your unbroken chain of Xs gets longer you\’re more motivated to keep going. I started doing this last week and it\’s fun to see the chain getting longer. Not to mention that I get a lot more done and feel better about it.

     Tonight, before you go to bed, do something to fill the pipeline and bring in work tomorrow or next week or next month.

123. Comment by Bard Thomas — January 29, 2008 @ 2:21 am

     Clayton!
     You\’ve captured my attention. Let me try and capture yours; my suggestion:

     Marketer-on-demand.

     Because it\’s there when you need it, and it\’s got a promise of an efficient tool!

     Cheers!

124. Comment by Mike — January 29, 2008 @ 10:34 am

     I don\’t mean to rain on anyone\’s parade but in the real world, this idea of partnering with someone (unless your well-known like Clayton) is very hard to pull off. I have been in this business almost seven years and have tried various ways of partnering with people and setting up arrangements where I get paid upon performance of overall sales. The problem is, for whatever reason, people just don\’t honor the agreement. Or they don\’t ever put into action what you\’ve worked on. Or they have some change of plans - or who knows. I know this whole idea sounds exciting but it\’s just not realistic for most people and won\’t actually happen. The only way I can see this happening for the average Joe is if you approached businesses in your area and worked face to face with them. Even still, how much can you really make helping some dry-cleaner? The time spent helping that person isn\’t worth it unless they have a mega chain all over the state. The only other way I can really see this plan working for the average person is if they\’re well connected to business people who pull in some serious dough. The average person just isn\’t going to land a copywriting partnership deal with some company that does serious numbers wherein they (the copywriter) can make perhaps even six-figures. It\’s just not going to happen.

125. Trackback by Michael — July 7, 2008 @ 1:48 pm

     Michael…

     I always enjoy coming to this site because you offer great tips and advice for people like me who can always use a few good pointers. I will be getting my friends to pop around fairly soon….

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