Kelvin Parker
AWAI Member Since: 2004
Age: 43
What’s your current occupation?
Direct-Response Copywriter
What’s your former occupation?
Marketing Consultant/Marketing Director
What was the first project you landed?
In reality, way back in 1989, I suggested to a large and successful U.S. publisher that I could improve their direct-mail promotion for the Australian market. They allowed me to humiliate myself and learn a good lesson. I later joined their team and became their International Marketing Director … and also at times wrote copy for them.
What are your current projects?
- A major promotion for a breakthrough guitar instruction technology about to be launched for Guitar School in conjunction with the Guitar Center, a $2-billion-a-year corporation. This technology uses “motion capture” as seen in movies such as Polar Express and Matrix Reloaded.
- A major integrated campaign across multiple channels to be launched into the residential real estate industry. The concept and business predicted even by 30- and 40-year veterans and heads of industry are to be “transforming” and “paradigm-shifting.” Revenues are projected to be in the range of $1.2 to $1.5 billion within 3 years.
- Plus, other active client campaigns (all on performance) in the fields of: forex trading, stock market forecasting, self-development, and internet marketing technology.
What has been your proudest copywriting moment?
Creating a package for a small stock market forecasting and trading service, which pulled $14.19 per name mailed. With a small list of only 68,690 prospects, that meant $974,711 in cash in only 17 days.
What’s your favorite niche to write for?
Wealth creation, stock market trading and investing, entrepreneurship, business opportunities, self-improvement
What’s your income goal for this year?
$420,000
What’s your writing routine?
Along with AWAI materials, I have studied in great depth all the great masters. In particular, I have blended Gary Bencivenga and Eugene Schwartz into a killer process-driven system for my own copywriting, which produces incredible results.
I ALWAYS follow the process, no matter what … without preconceived ideas of where it will take a promotion. The process (based on the process used by the masters) never lies.
Please give us an example of how your life has changed since becoming a copywriter.
I am passionate about copywriting (about the effect it can have on fellow human beings and their lives) … thus, I get to do what I’m passionate about all day long.
My copywriting skills also allowed me to create killer briefs for a court case which fathers normally never win … and secure the custody of my children from a not-so-favorable situation.
What success tip would you like to share with your fellow writers?
Copywriting (as with anything you want to succeed in) … must become your OBSESSION. There is no other way to truly become one with so many nuances than to be totally immersed.
Become systematic. I don’t mean writing by formulas – I do not believe in that – but a system and process ensure that you always cover your bases and you don’t let your personal preferences direct a promotion.
The current state of the market … the product itself … and the timing. The intersection of all three of these things directs your promotion (as Euguene Schwartz so correctly identified).
So be passionate, be obsessive, and never give up. You MUST ACHIEVE MASTERY. Think “process training” on the job … day-in, day-out until you achieve your black belt. There are no shortcuts.
AWAI can definitely help you in that process.
When did you realize you were living the copywriter’s life?
After working on projects with the likes of Ted Nicholas, Christian Godefroy and Kevin Trudeau … I decided I would live the copywriter’s life. It was a conscious decision from day one.
