The Golden Thread – The Week in Review
September 8–14, 2002

Welcome to The Golden Thread Online, your free e-letter from American Writers & Artists Inc. Every Saturday, you will receive this recap of all the strategies, insights and opportunities we send to you and your fellow AWAIers each week. Whether it’s a message from a fellow writer about how he landed a new client … a technique from a Master copywriter for writing a control … an insight into how to succeed in a new market … news of a brand new writing job or business opportunity for you … you’ll find it here in this easy-to-access and always available “Week in Review.”

In This Issue:

• What to Do When Your Client Asks for a Resume
  Freelancers aren't often asked for a resume – here's what to do when you are.
• Tips for Writing Successful Fundraising Sales Letters
  Discover tips on how to write successful direct marketing packages for the fundraising industry.

What to Do When Your Client Asks for a Resume

When a potential copywriting client asks you for your resume, simply put yourself in his shoes. Ask yourself what he or she is looking for in a copywriter. Then, ask yourself what makes you unique and how you can make yourself stand out.

If you have an impressive or extensive background then sending a resume and cover letter along with samples of your work is an excellent way to get your foot in the door. Use your copywriting skills to hone into your employer's core complex – feelings, beliefs, desires. Tell him what you can do for him and why he should hire you over anyone else and chances are – he will.

If you lack experience or you don't think your resume is strong enough to compete with the rest of the stack, consider sending only a cover letter and samples. What your potential employer really wants is someone who's going to bring in the money. If he can find that someone without going through the stack of resumes on his desk then he'll be happy. And when you beat his existing control in the mail…he'll be even happier.

So how do you let him know that you're that someone that deserves a chance if you don't have a resume?

Simple. You put your copywriting skills to work and create the most effective cover letter imaginable. You prove your worth (benefit) to your prospect and urge him to pick up the phone to hire you for the project.

Here are a few tips from AWAI's Resume Writing Program that you can use to help you produce a powerful cover letter:

1. First, make a connection with your prospect and grab his attention. Use his name in the greeting. Tell him how you heard about the job and compliment him or his company.

   For example …

   "Dear James Smith:

   "I very much enjoyed speaking with you today about writing direct-mail packages for ABC Corporation. I understand your company is a pioneer in the direct marketing industry."

2. Prove to him that you are the best person for the job. Get as specific as possible, using concrete examples and hard-hitting numbers.

   For example …

   "My writing skills and experience make me a strong candidate for this assignment. I have:

   • "increased Healthy Ways' sales by 43%
   • "authored 4 articles on alternative health in XYZ magazine
   • "boosted contributions for Healthy Charity by 62%
   • "conceptualized Wellness Program for Work, Inc."

3. Finally, move him to take a specific action – call you for a meeting.

   For example, say …

   "At your convenience, I look forward to speaking with you early next week. I am available for a meeting Monday through Wednesday between 3:00 p.m. and 6:30 p.m."

If you don't have samples or a past work history, you might want to consider submitting an assignment on spec. Do your research and find a promo that the company is already mailing and then rewrite it. Or ask them for an assignment that you will do for them for FREE (as long as they agree to pay you for it if they like it and mail it).

And don't forget to follow up. Persistence pays. Don't stalk your client by any means – but a nice follow up letter or email restating the benefit of hiring you for their next assignment is always a good push.

For more information on how to create resumes for yourself or to learn how you can make some extra money writing resumes for others visit: http://www.myresumebiz.com/

Tips for Writing Successful Fundraising Sales Letters

Here are some tips from Deborah Block and Paul Karps (partners in BK Kreative and associates of fundraising guru Mal Warwick) for gaining a competitive advantage in direct mail fundraising.

1. Write your copy from the donor's point of view. Tell her what the organization is doing to better lives – including those of its supporters. Remember at all times that direct mail fundraising is not about the charity … it's about the donor.

2. Emphasize how the organization plays a premier role in a particular realm of the nonprofit universe. If the organization is Number One or the best in something – or does work no one else does – don't be afraid to say so. Identify it as "the preeminent national (or regional/state/local) leader." Think that may be stretching the truth a bit? Here's a subtle suggestion: Replace "the" with "a."

3. Play up the charity's skill and know-how. If, for example, the organization was founded 110 years ago, clearly mention its long history of success. Explain that, over the years, it's "done the job again and again." And now, it's this experience and expertise that uniquely qualifies the organization to solve the problem or to face the challenge ahead.

4. Emphasize the scope of the organization – as in "with field offices in 38 countries around the world, we're in a unique position to …"

5. Take credit for the charity's good work. If it is part of a coalition – and if it's accurate to state – highlight its central role in the endeavor. It might be "leading a broad coalition of like-minded groups." You can take a similar tack by referring to coalition members as your "partners" or "allies."

   But, at all cost, try to avoid specifically mentioning any other organization by name. All you're doing is inviting the reader to give her money to that group – and not yours.

6. To give your copy authenticity and a genuine touch, get background information about the signer, including a personal reference.

Source: Successful Fundraising Online, August 2002. Visit: www.malwarwick.com/newsletter