The Golden Thread – The Week in Review
May 27 – June 2, 2007

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:

• 6 Surefire Ways Copywriting Can Build Your Business
  Heather Robson reveals six ways the skills you've learned can land your clients.
• Quick Tip: Danger Lurking in Email
  How to avoid phishing scams in your email inbox.

6 Surefire Ways Copywriting Can Build Your Business by Heather Robson, AWAI-trained copywriter

"Where do I go from here?"

Any new copywriter trying to land a first client has asked this question.

Fortunately, you already have the tools you need to find clients: Because the secret to building your success is your copywriting skills.

Here are six copywriting strategies to use to land clients:

1. Write a sales letter.

   When trying to reach a top prospect for the first time, I start with a direct-mail package. I find out who the marketing director is, and I send her a direct-mail letter or full direct-mail package. I reserve the full package for companies that already work with freelancers.

   (By the way, if you're not sure where to find companies in your niche and/or the names of the people to contact, check out the Ed. Note at the end of this article.)

   The letter introduces me and establishes my skills. It also turns any future phone calls from a cold call into a warm call. I've used this method to contact companies of all shapes and sizes, from real estate brokers to high-tech Internet companies to small non-profit groups.

   You've learned the secrets of selling products using AWAI's direct-marketing secrets. Now put them work in your letter to "sell" yourself.

   Use the four P's – Promise, Picture, Proof, Push – and remember that you’re “prospect” is the marketing director. Always keep her in mind … how you will make her job easier … her life better.

2. Write a postcard series.

   Sending a single DM letter won't fill your work calendar with jobs. You need to connect with prospects regularly. Postcards are a quick, cheap way to do this.

   Write 5 or 6 postcards as monthly follow-ups to each sales letter you send. Include helpful tips or powerful benefits. Eventually, you'll reach a prospect when he has an immediate need for your services and he will convert to a client.

   I take a "Top Five Reasons to Work With Me" approach. This gives me the chance to focus on five separate benefits, giving each postcard a single big idea.

3. Write a case study.

   Case studies build credibility. Describe how you boosted a client's response or helped her reach an untapped market. Load your case study with facts, figures, and testimonials from the client.

   This strategy is perfect when you have a warm prospect who needs a little nudge to turn her into a client. I use case studies to highlight how I've helped clients in a situation similar to my prospect's. For example, I helped one client establish a better Web presence. I then wrote a case study that helped me land several other clients for similar projects.

4. Write a white paper.

   White papers are articles that provide solutions to common industry problems … for instance, mistakes online copywriters make and how to fix them.

   White papers range from simple one-pagers to multi-page productions. Use an objective tone and position yourself as an expert with answers.

   When I send hot prospects my full DM package, I include a white paper on the benefits of outsourcing. It overcomes any objections they might have about hiring me. It's a powerful, unbiased way to help prospects rationalize the decision to work with me.

5. Write an article.

   Articles are tremendous expert-image builders. You can write a short article and get lots of marketing mileage out of it.

   I use articles several ways. I send them to existing clients to keep in touch, I post them to online article banks to build website traffic, and I publish them in trade magazines.

   Keep a notebook and computer file where you jot down inspirations for articles whenever they come to you. Then turn those inspirations into marketing gold.

6. Write a tip sheet.

   Do you know five ways to instantly improve headlines? Or 10 ideas to craft an irresistible offer? Write a tip sheet. These one- or two-page offerings make excellent additions to your first prospecting letter.

   I include a tip sheet in my full self-marketing DM package. It covers common mistakes people make when writing copy. It shows that I know my stuff and delivers value, especially to smaller prospects who don't have copywriting experience.

Copywriting is your best tool for building your own business. The six techniques I shared with you today will help you establish name recognition and credibility with potential clients. At the same time, they provide an instant example of your writing skills.

Harness your new copywriting skills to reach more clients … and start today.

Quick Tip: Danger Lurking in Email by Will Newman

This morning, I received this email:

"Thank you for your loan request, which we received yesterday. We'd like to inform you we are accepting your application. We are ready to give you a $272,000 loan (Approved refinance) for a low monthly payment. Approval process will take only 1 minute. Please visit the confirmation link below and fill out our short 30-second form."

Click on the link, and you could be sent to a porn site, a Viagra at $2-a-pill site … or just about anywhere.

This is far more than annoying. It's dangerous. This type of email is called "phishing."

It's dangerous, because if you click the link you could be sent to a website that loads tiny programs on your computer that do nasty things … like logging your keystrokes when you're typing in logins, passwords, or account numbers.

Some phishing emails can look exactly like a request from your bank, credit card company, utility company, etc., describing a problem and asking for your help.

You innocently click the link and are sent to a legitimate-looking website that asks for personal information – like your Social Security number, password, or even something as innocent as your middle name.

In a month, you're getting real notices from creditors. You're $20,000 in debt! Your identity has been stolen.

Here are three effective solutions:

1. NEVER click email links from senders you're not sure of.
2. Banks, credit card companies, etc. NEVER ask for passwords or other information in emails. If you get an email (or phone call) from one of these institutions, call your local branch for verification, not the phone number in the email.
3. Buy software that protects against "malware" of all sorts. (Macs are NOT immune to phishing scams.)