The Golden Thread – The Week in Review
January 6–12, 2008
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:
- How to Get the Most out of Creative Conferences: A Nifty Tool for Getting the Background Information You Need from Your Clients … Every Time, Part 1
Part 1 of master copywriter Don Hauptman’s checklist for obtaining the background information you need from your client before beginning a new copywriting project. - “The Power of One” for Crafting Compelling Headlines
Master copywriter Will Newman demystifies one of the secrets of writing compelling headlines by explaining “simplicity” – having one main idea that reigns supreme. - Calling All Writers … Tell Me Your Story
Rebecca McEldowney asks all writers to send their stories. - Industry Spotlight: Real Estate
Learn about statistics and trends regarding real estate copywriting. - Copywriting Tips for the Real Estate Market
Heather Robson gives advice on writing successful promotions for the real estate industry. - 14 Sources for Finding Real Estate Industry Contacts
Discover 14 places you can find real estate industry contacts.
How to Get the Most out of Creative Conferences: A Nifty Tool for Getting the Background Information You Need from Your Clients … Every Time, Part 1
Early in my career, at the outset of each assignment, I found that I was asking each new client a set of similar questions in order to obtain the background data and materials I needed to write the package.
So in the late 1970s, I devised a checklist I called a “New Project Discussion Agenda.” Over the years, others have borrowed and adapted it. It has been reprinted numerous times in direct-marketing books and trade publications – with and without attribution.
The Agenda is a working tool. It does not pretend to be exhaustive, nor will every question apply to every product. I developed it for my copywriting for subscription newsletters and other information products. But you can adapt it for virtually any niche. It serves as a useful checklist, and may help ensure that no critical item is forgotten.
The ideal source for this information is your client: the product manager, sales director, editor, owner, or someone else in the company who is knowledgeable.
In section “A” of the Agenda, I grouped what I regard to be the most significant items. And Question #4 is perhaps the most likely to generate valuable creative ideas.
The Agenda is too extensive to cover in one article, so I’m going to give you the “A” section now and the remainder next week.
A. PROJECT FUNDAMENTALS:
What is the product’s Unique Selling Proposition?
What is your publication’s concept? Its aim, function, unique selling proposition? How is it “positioned”? Ask the client to complete this sentence: “This is the only resource that … ”
What is the competition for this product?
Who are the major competitors? What are their failings? Is there a gap in the marketplace? If so, how does your product fill that gap? What do you offer that’s exclusive?
Who is your market?
Who is the target subscriber or user? What are the ages and gender of the users, their income level, etc.? Such demographic data is an important starting point for getting to know the prospective buyer. But go beyond that, into attitudes, motivations, emotions, behavior, etc. For example, does the prospective investor favor gold? Is he a conservative who is suspicious of big government? Ask the client about the attitudes and mindset of the subscribers. Even better, ask some subscribers directly.
What are the prospect’s biggest concerns, emotions, and needs?
This may be the single most important question to ask. Determine your prospect’s biggest concerns and problems. What keeps him awake at night? What questions, complaints, fears, threats, mistakes, and opportunities does he face? What information or help does he need to deal with them? If it’s a B2B product, what’s the industry climate? What trends, events, hot issues, and new developments are occurring in this field?
How does the product help the reader?
How does it fill a compelling need in your prospect’s life? What are its features? What concrete benefits will he realize?
What is the product’s name?
If this is a new product, you may have a hand in naming it. Find out how the name, subtitle, slogan, and logo reflect its goals.
What are the product’s origins?
Is this a brand-new product or does it have historical roots? Who first created or developed the product? Are there any interesting or compelling stories about its start?
Is there an editorial/marketing plan?
Does your client have any internal documents about the product, its development, its marketing? Ask him to share them with you, in confidence. The more you know, the stronger the promotion you can write.
That’s it for now. Come back next week when we expand our checklist to include questions about the product itself, marketing strategy, offer, and more.
Following this checklist will help you build a stronger, more successful promotion.
“The Power of One” for Crafting Compelling Headlines
Right before Christmas, I got a package via UPS. Its size immediately grabbed my attention. It was easily 3 feet by 2 feet by 2 feet.
It was incredibly light … and didn’t rattle or shake. Instant mystery. I had no idea who sent it … the return address didn’t help. But I liked the guy who sent it right away for brightening my day. For giving me something to ponder.
That package was like a great headline. There was no way I wasn’t going to open it right away.
Wouldn’t you love to be able to present your promotions this way? Wrapped up in mystery and excitement. Presented so your recipients immediately feel connected with you and what you have to say … without even knowing who you are.
Wouldn’t it be great if you could touch your prospects this personally? So you could have them eagerly ripping open your promotion … rather than tossing it out.
Well, it is possible. But not with trickery. How then?
You do it with a powerful, compelling headline, that’s how.
Legendary copywriter Bill Bonner said recently, “80% of my time is spent on the headline and lead. If that isn’t right, there’s no point in going on – that’s where you’re going to win or lose.”
That’s how important a powerful headline and an engaging lead are.
When I first started copywriting, headlines were a huge source of frustration. They seemed random. Almost magical.
I know now that they are neither random nor magical. But, like Bill points out, they take a great deal of thought and effort.
I’d like to give you the first of 11 secrets that will demystify – and simplify – the headline writing process for you.
Starting at the beginning:
Secret #1: Simplicity – The Power of One
As Michael Masterson teaches, there should be only ONE MAIN IDEA in your headline. One idea must reign supreme.
Avoid the temptation to introduce competing ideas in the headline … even when your product is complex with many benefits.
The final exercise in the AWAI Accelerated Program – Dr. Smith’s supplement – is a good example of a complex product with many potential benefits. And it’s tempting to try to feature two or three of them in your headline. After all, you might think, if the first one doesn’t capture the prospect’s fancy, the second one probably will.
This is a mistake. Let’s say Dr. Smith’s supplement improves the prospect’s energy, his sexual performance, and his immune function. Trying to feature all three benefits in your headline dilutes the impact of a really strong, compelling headline.
Which one to focus on? That depends on what you feel is the most compelling idea in your promotion … the most attractive benefit … the biggest promise.
Grab your prospect with this idea. You certainly can – and should – introduce other benefits in your package. But stick with the main one in your headline.
Here’s an example of a “simple” headline:
The Greatest Money Migration in 63 Years Is About to Make a Few Investors Very Rich
It’s bigger than the “Great American Industrial” run up, the tech boom, and the Internet combined …
What is the single idea here?
There’s no confusion in your prospect’s mind. What he wants to learn about is the GREATEST MONEY MIGRATION IN 63 YEARS.
Everything else in the headline either comes out of that idea or supports it.
Now here’s a headline that lacks simplicity:
Most investors, if they’re fortunate, get one shot in a lifetime at a stock that can make them very rich. You, however, will have 52 of these opportunities.
Yes, you will get one opportunity (or more) – every single week – to reach the level of riches that most people only dream about. And all you have to do is read your email.
By the way, if by some slim chance you don’t make the kind of profit we expect, we’ll pay you.
There are five (at least) competing ideas here:
- One shot to get rich …
- 52 opportunities …
- Get one every week …
- Reach the level of riches …
- We’ll pay you.
A confusing forest of ideas hiding the benefits.
Simplicity is one of the secrets of compelling headlines that the very top copywriters use to draw the prospect into the package. It’s an easy one to understand … and to apply to your own headlines right now.
So remember, keep your headlines simple … to let the mystery, excitement, and promise shine through.
Calling All Writers … Tell Me Your Story
“I finally found a way to make a living as a writer! I’m averaging about $150 an hour now and I only work a few hours each morning, leaving me with most of the day to pursue my first love: Fiction.”
That’s the story of an aspiring author who became a copywriter to make real money, so that he could have more time to pursue his real writing passion.
But he’s not the only one.
Sherwood Anderson … Helen Gurley Brown … F. Scott Fitzgerald … Dashiell Hammett … Joseph Heller … Salman Rushdie … Amy Tan and many other famous authors all “financed” their writing careers through copywriting.
If you’re a published author of books, magazine articles, poetry, script writing – or hope to be one very soon … and, like the famous folks above, are “paying the bills” with copywriting, I’d like to hear your story.
Click here to send me your story!
Industry Spotlight: Real Estate
There’s a growing understanding in the real estate industry of the difference good copy can make. The industry is also quite large, with many opportunities. Just take a look:
- Despite the housing slump, home sales rose last November (the most recent data available). In the West, especially, home sales increased 10.3 percent Five million homes sold this past year.
- Amazon.com features 183 magazines dedicated to real estate.
- According to the Bureau of Labor Statistics, the number of real estate appraisers is expected to increase by 17 percent over the next 10 years.
- Home inspection is also experiencing faster-than-average growth, with the number of inspectors expected to rise by 18 to 26 percent over the next 10 years.
- Don’t forget about all the real estate gurus and the programs that they offer. They need excellent direct-response copy, too.
The real estate industry – and the number of professionals associated with it – is growing. Each and every one of them needs someone to write their marketing materials. Why not you?
Copywriting Tips for the Real Estate Market
Because the real estate industry is highly competitive, and because more first-stage communication happens online than ever before, real estate agents and other professionals within the industry are turning to professional copywriters with more frequency.
Here are four tips you can use to give yourself an edge with real estate clients.
Offer a variety of writing services: Real estate professionals have a wide range of needs. They need direct-mail letters and postcards to reach people in their local demographic. They need strong content for their websites to set them apart from the competition. This is also an industry that depends a lot on word of mouth, so “keep-in-touch” marketing pieces like newsletters play an important role.
Be knowledgeable about Search Engine Optimization: A lot of real estate relationships start online. So your clients need sites that will rank well with search engines and still read well when a visitor gets there. Review our December issue on SEO copywriting to learn more about what it takes to write great SEO copy.
Show regional knowledge: Real estate is a regional business. Real estate copy that demonstrates regional knowledge tends to get more conversions. So it’s worth your time to learn the trends for the region you are writing for. If you can get familiar with local neighborhoods, all the better. If you don’t have firsthand knowledge about the area, set up a time to interview your client.
Get all your ducks in a row: A real estate purchase is a big deal for most people. Make sure you know all the benefits, all the facts, and all the potential objections. Address them all in your copy. Use testimonials. Do your research. In other words, pull out at all the stops to write powerful, action-oriented copy.
14 Sources for Finding Real Estate Industry Contacts
Because real estate agents and other professionals typically work regionally, and because they are often small businesses, you won’t often find what we consider to be “major mailers.” So instead a “top mailers” list this month, we’re giving you the top 14 places to find potential clients.
Professional Organizations: Real estate agents, mortgage brokers, home inspectors, appraisers … they all have professional organizations that serve their needs and interests. These professional organizations can be an excellent resource for developing contacts.
For real estate agents: National Association of Realtors, http://www.realtor.com/
For mortgage brokers: National Association of Mortgage Brokers, http://www.namb.org
For home inspectors: National Association of Certified Home Inspectors: http://www.nachi.org/
For appraisers: National Association of Real Estate Appraisers, http://narea-assoc.org/
Online Directories: Online directories can direct you to relevant websites in the real estate niche. These sites may very well be your first contact for a new client.
Directory Real Estate: http://www.directoryrealestate.com/
LinkRE: http://www.linkre.com/
IBS Team: http://www.ibsteam.net/wsnlinks/
Rebuz: http://www.rebuz.com/
Affiliate Directories: If you would rather write for real estate programs – programs that teach how to invest and make money in real estate – affiliate directories are a great place to locate potential clients. You’ll also have the choice of working directly for a client or becoming an affiliate yourself and using your copywriting to make money that way.
Affiliate Directories with real estate programs:
http://www.associateprograms.com/
http://www.affiliatesdirectory.com/
http://www.affiliatescout.com/
Local Resources: When working with people in the real estate industry, it is often advantageous to work with people in your region. Local resources can help you find nearby prospects.
Chamber of Commerce: Your local Chamber of Commerce can help you connect with real estate agents and other professionals in your area.
Dex Online: The Yellow Pages online (http://www.dexonline.com/) will have plenty of local listings for real estate professionals.
CitySearch: http://www.citysearch.com/. Just enter your city of interest, and do a search on real estate.
