Wall of Fame
AWAI Member Since: 2005
Age: 52
What’s your current occupation?
What’s your former occupation?
Primarily sales and engineering
What was the first project you landed?
The first project that I landed as a direct result of my AWAI training was a men’s supplement direct-response letter Don Mahoney assigned to me. Apparently, Don had seen some of the spec assignments I had submitted after attending the 2007 FastTrack to Copywriting Success Bootcamp. He contacted me, and I ended up writing a 12-page letter.
What are your current projects?
As a winner of one of the 2008 Bootcamp Spec Challenges, I’m working on finishing a direct-response letter for AWAI. I’m also working on a second direct-response letter for Don that is currently in the revisionary stage, and providing SEO copy for two websites: a Mercedes-Benz dealership and a builder of high-end, custom home theater rooms. I’ve also recently submitted the first draft of two landing pages for Healthier YOU, a supplier of health supplements. I’ve also recently written a couple of articles for The Golden Thread.
What has been your proudest copywriting moment?
There are a few that stand out. First was when Don reached out to me and said I was one of a select few that “made the cut” in regard to becoming one of his go-to copywriters. I’ll also never forget opening up the post-production version of my direct-response letter for Don and seeing the actual produced piece that would be read by thousands of people. Another proud moment was when I was informed that my SEO copy was directly responsible for boosting a client’s online sales by 30%. Most recently, I was very proud to learn I had won one of the Spec Challenges from the 2008 FastTrack to Copywriting Success Bootcamp.
What’s your favorite niche to write for?
So far, my projects have gravitated toward health products and writing SEO (search engine optimized) copy for websites. I think good Internet writers especially will be in high demand in the years to come, as our society continues to become more connected. The key to success, however, is learning best practices and knowing how to apply them to help meet your customer’s goals.
What’s your income goal for this year?
I’d like to earn $75K in copywriting income before year-end.
What’s your writing routine?
The first thing I do each morning is check emails for any that need an immediate response. If it’s not business-related or a personal priority, it has to wait. Then, I dive right into whatever projects I’m currently working on. I generally write till about noon and then break for lunch.
In the afternoon, I either keep working on projects or focus on marketing my services by calling clients and checking the ads on DirectResponseJobs.com, Craigslist, and other online sources. I also make time to keep honing my craft by studying controls or working through AWAI program materials.
Toward the end of the day, I break for any necessary errands and eat dinner at about 6:00-6:30. After dinner, I usually put some time into creative writing (I’m a published author and instructor in the Science Fiction, Fantasy, and Horror genre), and set a tentative schedule for the next workday.
Please give us an example of how your life has changed since becoming a copywriter.
I’m now able to rearrange my schedule as needed in order to take care of my family’s needs. Also, becoming a copywriter has given me the chance to build relationships with several talented people that I met at Bootcamp who share the same aspirations as I do.
Internally, the biggest change is the enthusiasm I greet each new day with. Before I joined AWAI, I was in sales and engineering for a construction-related industry. Good work, but hardly inspiring. I used to dread that drive to the shop each morning and pray for a way out of that “trading-time-for-a-paycheck” mentality. Being a self-employed copywriter provided that way out. It isn’t always easy, but I embrace the challenges it brings and now look forward to what I do everyday.
What success tip would you like to share with your fellow writers?
Be persistent and keep learning your craft. That’s really what it takes. And toughen up your ego if you need to because it’s bound to take a beating at one point or another. You have to remember, ours is a subjective product that will almost always be critiqued, criticized, belabored, and torn apart … especially if you’re just starting out.
A good way to avoid some of the initial criticism is to develop a list of questions for your clients that will help you write your first draft. Ask them to define their USP (Unique Selling Proposition), typical customer, how their products are sold, misconceptions about their product or service, etc. The more information you get, the better prepared you’ll be to meet your client’s expectations right out of the gate.
When did you realize you were living the copywriter’s life?
I remember working on an SEO project from our bungalow down at the Jersey shore. I think it was a website for a local Boy Scouts of America council. It was a beautiful summer day with a nice ocean breeze coming through the windows. I was sitting at our kitchen table with my laptop open, researching websites, making notes, typing copy, and I thought to myself, “How great is this!” It’s times like that when you know you’re living the copywriter’s life!
