THE GOLDEN THREAD ONLINE
Issue #34
September 9, 2002
Welcome to
The Golden Thread Online, your free biweekly e-letter
from the American Writers & Artists Inc.. Every other week, you
will receive this special alert with secrets, tips, and insights from
AWAI's copywriting pros to help you improve your skills and reach your
goal of becoming a professional copywriter in the fastest time possible.
IN THIS ISSUE:
- What To Do When Your Client Asks for a Resume
- Tips for Writing Successful Fundraising Sales
Letters
- EXTRA! EXTRA! News and Job
Opportunities for AWAI Students
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
Mal Warwick & Assoc, Inc.
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
CHECK OUT THIS EXCLUSIVE DEAL FOR AWAI STUDENTS!
If you're familiar with Inside Direct Mail's newsletter (and if you're not, you should be), you know that it's a great resource for copywriters because it takes an inside look at what's being mailed across the country and provides great insights into offers … copy … design … and technique.
Normally, a one-year subscription is priced at $195 -- and that's a fair price for everything that Inside Direct Mail has to offer. But after much persuasion, they've agreed to give AWAI students a greatly discounted price of $50. All you have to do is e-mail pperkins@napco.com with your shipping information or call (800) 777-8074 and mention this code: AWAI/9999.
EXTRA! EXTRA! News and Job Opportunities for AWAI Students
COPYWRITER WANTED -- Washington, DC -- The Brand Consultancy,
Inc., a rapidly growing, fast-paced marketing company, is in need of a
copywriter. Work must be compelling, different, and passionate. Primary
responsibilities include developing innovative and powerful concept and
copy. Computer skills in MAC a must. Interested students can e-mail resume,
salary history, and writing samples to vhann@thebrandconsultancy.com.
COPYWRITER WANTED -- Pleasanton, CA -- Safeway Inc.'s
Corporate Advertising Creative & Broadcast Media Services Department
has an opening for a copywriter. Responsibilities include developing copy
for all departments and company initiatives, developing original headline
and body copy for direct-marketing campaigns, and proofreading/editing
advertising materials throughout production. Qualified Candidates: 4-year
college degree; 3-5 years agency experience. Interested students can submit
their resumes at http://www.safeway.com/Employment_tmp/default.asp,
(Advertising, Copywriter #687-02).
TRAVEL WRITERS WANTED -- Caribbean Travel & Life
guides Caribbean travelers to new and interesting places to visit. Articles
cover behind-the-scenes stories, off-the-beaten-path destinations, and
ahead-of-the-curve knowledge about the Caribbean. Interested travel writers
can visit http://www.caribbeantravelmag.com/CTL_Main/1,3690,2-1-66-0-0-1,00.html
for submission and payment information.
COMING NEXT ISSUE:
- John Forde and Michael Masterson on How to
Write Better Copy by Being Honest
- Tips for Building Your Copywriting Portfolio
Ask Us
Quite frequently, we get e-mails and calls from students asking questions or addressing concerns about different aspects of copywriting. We'd like to start including some of these questions and their answers in The Golden Thread Online.
If you'd like to submit a question, simply e-mail us at memberservices@awaionline.com with "ASK THE MASTERS" in the subject line. Keep in mind that your comments -- in whole or in part -- may appear in upcoming issues.
* ABOUT THE GOLDEN THREAD ONLINE *
The Golden Thread Online is a FREE biweekly newsletter from the American Writers & Artists Inc. available to AWAI students and friends.
© 2002 American Writers & Artists Inc.
ARCHIVED ISSUES of The Golden Thread Online can be found on our website at www.awaionline.com.
To ADVERTISE in The Golden Thread Online or send comments, news, research, or story ideas, e-mail Lori Appling at lappling@awaionline.com.
NOTE: If URLs do not appear as live links in your e-mail program, please cut and paste the full URL into the location or address field of your browser.
CHANGE OF ADDRESS? E-mail us at memberservices@awaionline.com with both your old AND new information in the body of the message.
American Writers & Artists Inc.
245 NE 4th Ave., Ste 102
Delray Beach, FL 33483
Phone (561) 278-5557
Fax (561) 278-5929
memberservices@awaionline.com