On Copywriting

An Easy Way to Get Sales Experience

Regular reader Linda Lloyd offered me the following story. I thought it was worth sharing since the holidays are nearly upon us.

Everyone talks about getting marketing experience selling something. Yes I have done that... MLM, department store, fast food, etc. (All to pay for college.)

I think the best experience for teaching about selling AND customer service was spending two seasons wrapping gifts... one at a high end department store and one at a lower end. If there is one thing a customer is extremely picky about, it is the way their presents look, and if they have the "perfect present."

My supervisor at one store also taught us to look for "compatible add-ons" since we got a commission on what we sold from the counter. Such as if they bought a sweater, suggest a matching purse, scarf, hat, gloves, even jewelry. The customers would buy when you could show them how it really improved the "value" of the gift.

She taught us to always look for something that goes with the original gift and offer it. All you would need to do was put the two together to show them, and more often than not they bought.

Don't know if stores still hire gift wrappers for the holidays seasons, but that taught me more than the two years of college it helped pay for!

Thanks to Linda for sharing her experience. You can visit her online at Seagull Marketing Graphics.

3 Ways to Improve Your Selling Skills

Most copywriters are deficient in the sales department. If you're looking for how to improve your selling skills, then perhaps these recommendations will help you gain the knowledge and experience you need.

1. Read Sales Books

One of my favorite books about selling is Frank Bettger's How I Raised Myself from Failure to Success in Selling. This isn't your vanilla "how to" book. It's a great story that includes practical sales advice from one of the best salesman of the early 20th Century.

Bettger's book reminds me in a lot of ways of Claude Hopkins' My Life in Advertising. Part teaching and part story. It makes for a great read.

Another favorite of mine is Roger Dawson's Secrets of Power Negotiating. I got the audio version from Nightingale-Conant. It's also available in book format.

The last two books I'll mention I have not read yet, but they are on my to-read list because of strong recommendations from Stephen Dean and Ben Settle. Those books are Getting Past No by William Ury and Start with No by Jim Camp. They both have stellar ratings on Amazon right now.

2. Take a Part-Time Sales Job

I've recently watched a few sales presentations in my home. One was for CUTCO Knives, the same company where Zig Ziglar made his name. The other was for Saladmaster. Both presentations were very persuasive. I watched with a critical eye, so I could see what they were doing and why.

Most direct sales companies are always on the lookout for new talent. So if you want to take a part-time sales job in the evenings, you might want to check out these two companies. I'm sure there are more.

Really, there's no better way to get selling experience than to sell face to face. And if you don't have time to do part-time sales, then watching a few sales presentations is the next best thing. (Just guard your wallet!)

3. Generate More Leads

Every lead you get is an opportunity for you to polish your selling skills. So the more leads you get, the more opportunity you'll have to practice.

There are dozens of ways to generate leads. You can use pay-per-click advertising, classified ads, articles published on other web sites (like the one I recently wrote for Michel Fortin), etc.

If you focus your energy on getting more leads, it will be practically impossible for you to not improve your selling skills. Of course, it's even better if you read some books about selling to shortcut your learning curve.

Naturally, there are many more ways to get better at selling. What ideas or recommendations do you have?

P.S. My friend and colleague Ray Edwards has recently begun a daily 5-minute "copycast" on his blog, and I highly recommend you listen to his recent episode, "All the Clients You Can Handle."

The Myth About Goal-Setting

If you've ever delved into self-improvement, then chances are you've heard of the study about the 1953 graduating class at Yale. Supposedly, 3% of this graduating class had written down specific goals. After 20 years, the 3% who had written goals earned more than the other 97% combined.

This story is a favorite anecdote of motivational speakers. It's been told many times by Amway "Diamonds" and MLM leaders. It has even been featured in multiple best-selling books.

Here's the problem. The study never happened. It's an urban legend. Stephen Kraus, Ph.D. shares a more complete analysis in his article "Yale Study of Goals: A Self-Improvement Urban Legend." I encourage you to read it.

Naturally, the question arises: "Should I continue to write down my goals?"

My feeling is that you should continue to do so. Writing helps you to clarify what you want. It also helps to cement your intentions.

Obviously, writing down goals does not guarantee you will achieve them. But I believe written goals increase the probability of you achieving them. It certainly cannot hurt.

So continue to write down your goals, but don't put too much stock in them. Action alone will trump written goals any day of the week.

How to Find an Extra $50 or $100 a Month

Last week, my brother and I ran through an exercise I do on a semi-regular basis. Any time I do this exercise, I usually come up with at least an extra $50 a month... and sometimes $100 or more.

Here's how it works...

Write down all your monthly recurring expenses. Newsletters, hosting accounts, domains, business services, etc. Include everything, even if it seems like a "fixed" expense. (Note: I usually separate expenses into personal and business expenses. I suggest you only tackle one side at a time.)

As you make your list, write down a description of the expense, as well as how much it's costing you. After you are sure you've recorded everything, total up your monthly expenses. You'll be surprised by how much you're actually spending.

For instance, I discovered I was spending $482.91 a month... just for my business, and not counting my phone and DSL connection. (Want proof? Take a look at this whiteboard my brother and I filled.)

Now for the fun part...

Decide on what expenses are no longer necessary... and... eliminate them. You see, your situation is always changing. Products or services that seemed vital six months ago may no longer be needed. Example: I heard a rumor that 80% of fitness club memberships do not get used... even though the members continue to pay month after month!

Examine what services could be combined to save money. For instance, I've been migrating all my hosting accounts to a central location. I've  now got one primary hosting account with a bunch of add-on domains. This cuts my monthly hosting bill by nearly $50 a month.

With phone bills and other telecommunications services, consider calling to see if you can get a better rate. Maybe there's a promotion you can take advantage of. Maybe they have new packages you can sign up for. And maybe you will want to switch from a hard line to VOIP... or from a cable Internet connection to a Verizon wireless card. Whatever.

This exercise is simple. It takes anywhere from 15 minutes to a couple of hours. Either way, it's time well spent. You're not just saving $50 or $100. You're saving that much every month. Which means you could literally save yourself $1,000 or more annually. Not bad for a few minutes of your time!

The Perpetual Student

Just as college students continue to seek more degrees to avoid facing the real world, so Internet marketing students buy course after course to avoid taking the first step.

Certainly, learning is a life-long activity. But at some point, more education is just another form of procrastination. Don't fall into this trap.

Kudos to Terry Dean for the inspiration.

Desiring Security

This week I've been doing some major paper purging. I have discovered all kinds of notes, poems, cards, etc... but... mostly junk. Here is something worth sharing:

"In an age of widespread equality, the masses, desiring security above all else, will gladly accept despotism in order to gain release from the burden of responsibility that freedom imposes on people." --Fyodor Dostoevsky

Written over 100 years ago. Yet it still reminds me of the American people who demand security from the government in exchange for personal liberty. Not to mention those timid souls who choose the "security" of employment over the "freedom" of freelancing.

P.S. Today, June 13, marks my two-year anniversary since launching my freelance copywriting business.

Richard Armstrong Interview Now Available

In February 2007, I had the opportunity to interview top direct response copywriter Richard Armstrong. I've just published it and made it available to my list.

(If you're not on my list, you can sign up in the top right corner of this page.)

By listening to this interview, you'll learn:

• The best market to write for if you want to break into offline copywriting.

• Discover how Richard Armstrong thinks. (He shares how he came up with a powerful hook for Smithsonian magazine.)

• Who you need to contact to get a foot in the door with magazines. (Plus, where to find their contact info in about 60 seconds.)

• Why you want to get a "control" right out of the gate. (It's not just for the potential royalty.)

And this is all within the first 15 minutes! Plus, you'll learn:

• How to get paid more... for doing less. (Richard Armstong says he only writes 8-10 packages a year!)

• How to be a specialist and a generalist at the same time--and still take on projects outside your niche!

• An untapped market for copywriters. (According to Richard, this market is desperate for a breakthrough!)

• 3 things Richard did consistently to "get famous." (Copy any or all of the techniques to jump-start your own copywriting career.)

The interview is only 43 minutes long, but it's packed with great content. If you're on the list, you'll get the download link automatically. If you're not on the list, I encourage you to sign up now.

P.S. Richard Armstrong has written a great report (available for free) called "Make More Money By Writing Less!" You can download it here:

http://www.goddoesntshootcraps.com/freegift2.html

By the way, if you decide to buy Richard's fiction book, God Doesn't Shoot Craps, you'll also get 9 free bonus gifts.

I bought the book just to get the reports, which are excellent. The book is also quite good. You can download the report and consider buying God Doesn't Shoot Craps here:

http://www.goddoesntshootcraps.com/freegift2.html

One Word That Instantly Gives You Personal Power

There is one simple word in the English language that provides enormous personal power.

Any time you employ this word, the positive feeling you receive is almost automatic.

Use the word too infrequently, and you'll be saddled with obligations you can't fulfill. Use it frequently, and you'll be rewarded with a higher quality of life.

More peace. More joy. More of what you really want.

What is the word?

It is the word "no."

Lately, I've been saying "no" a lot. For instance, I've said no to television. It's been lying dormant in the garage for a week, and will be gone for good shortly.

I've said no to the newspaper and magazines. I don't get them anymore.

I've said no to many of my books. In fact, this past year, I've unloaded over 200 of them... because... I finally got honest with myself. Many books I've acquired I know I will never read. So I got rid of them--I unloaded 82 of them at the library today. (Not to worry; my personal library is still hundreds of books strong.)

I've said no to coffee. After drinking 2-3 mugs a day, I've not had coffee for nearly a week. I intend not to drink it anymore. The headaches were annoying, but I'm past those now. What's more, drinking coffee in the morning is one less thing I'm beholden to.

I've said no to certain copywriting projects, social obligations, etc. The list goes on.

Learn how to say no. It'll slowly but surely change your life.

P.S. The difference in my children's attitudes since getting rid of TV has been nothing short of amazing. They're more creative, more focused, more pleasant to be around. Should never have allowed TV back into our lives three years ago... and should've ditched it sooner.

P.P.S. James Brausch agrees. Read "The Power of No" here.

Hierarchy of Success Factors

I sometimes wonder what makes the difference between successful copywriters and copywriters who fail to get things rolling. Not only that, I wonder what makes the difference between people who achieve success in any area and people who don't.

Perhaps you wonder this too.

As I've reflected on my own success and what's made the difference, I've discovered a "hierarchy" of sorts. I call it my "Hierarchy of Success Factors."

Please take a moment to review my list. The items are listed in order of influence. Maybe you will resonate with some of the success factors I've discovered that are at work in my life.

Ryan's Hierarchy of Success Factors

1. God
2. Faith
3. Action
4. Skill

I'm going to say something that might make you uncomfortable. That is, I would not be successful as a copywriter today if it had not been God's will for my life.

The key to success in anything is to discern what God's will is. Then do it. Do you remember how David won battles? He inquired of God first.

After you discern what God's will is, you must have faith you have heard correctly... and then... act on it. That's where the action piece comes in. Of course, without faith, action cannot happen.

A quote that motivated me to quit my job was from the German philosopher Johann Wolfgang von Goethe: "Boldness has genius, magic, and power in it!"

As I contemplated quitting my job and embarking on a new adventure, it simply felt like the time was right. God had orchestrated events so that I couldn't possibly say no to the idea of becoming self-employed. So I put in my two weeks' notice and took the first step.

Next in my hierarchy I have listed skill. You might think this should be first, but it is not. For I could be a great copywriter and still have no clients, should God plan it so.

It's my belief that skill is less important than we would like to believe. After all, how we love to boast in our skill! But without God, faith, and action, skill becomes irrelevant. Or said another way, skill remains latent.

In all of this, God still possesses the ultimate influence. As Jeremiah 10:23 says, "I know, O Lord, that a man's way is not in himself, nor is it in a man who walks to direct his steps."

Or if you favor Solomon, try Proverbs 20:24, which says, "Man's steps are ordained by the Lord, how then can man understand his way?"

Translation: God is controlling your life. He is the #1 Success Factor.

Honor God. Seek to know His will. Have faith. Take action. Use your skill. Do these things and success shouldn't tarry long.

The Right Kind of Risk

Not all risk is created equal. Which is to say some risks are "riskier" than others.

Let me explain...

It's better to take risks to make money than it is to take risks to spend money.

Most consumers get stuck taking big risks to spend money. They stretch for a Lexus. They stretch for a flat-panel plasma TV. They stretch for a house with "curb appeal."

This is the kind of stretching that hurts. It's the kind that causes money problems.

Better to stretch in different ways.

For instance, stretching your mind to the possibility of making six figures a year. Or stretching to write a riveting sales letter under deadline. Or stretching to get that well-connected dream client.

Do you see the difference?

Next time you catch yourself wanting to take a risk (money or otherwise)... to stretch beyond your comfort zone... ask yourself, "Am I taking the right kind of risk?" I promise it will help you make better decisions.

Caveat emptor: Risking money to earn money doesn't always work out either. Just ask me about my $30,000 vending machine mistake. That was a doozy...