On Copywriting

On-Demand Printing for Ebooks & PDF Reports

"The book you don't read won't help." --Jim Rohn

I have a few dozen ebooks and special reports on my computer that I've never read. Some I've purchased; some were free. Nevertheless, it's content I've wanted to consume, but never have.

Part of the problem is, I don't like to read lengthy documents on my computer screen. Two hundred pages of scrolling through a PDF is exhausting.

So here's what I did: I called my local FedEx Kinko's to see if they could help.

They pointed me to a page on their web site where I can upload print on-demand jobs. I spent a few minutes uploading the PDF files and specifying how I wanted the files printed, then placed my order. Simple as that.

In less than 24 hours from now, I'll drive a mile and half down the road to pick up the hard copies, which I am confident I will now read.

If you struggle with reading long PDF documents on your computer, then maybe you too would benefit from using Kinko's online printing service.

After all, it's not how much information you have, but how much information you consume and apply that counts. Getting digital content printed is a step in the right direction.

Deadlines Are a Good Thing!

I just got the new Linkin Park album, Minutes to Midnight.

As I was reading the liner notes, I noticed a little story I think you'll appreciate.

At the end of over one year in the studio, the band felt that the album was finished. After initial listening, however, they were devastated to hear from friends that the album felt like it was missing a piece--one more song. The band was horrified. Many of the songs on the album had taken months to write, so throwing a new one together that could stand up to the rest was unlikely. To complicate matters, any further writing meant they might miss deadlines that had been set up for album release and touring. In spite of risks, the band decided to take this challenge of character. A little over a week later, the record was officially ready for release with the addition of "What I've Done."

In case you don't know, "What I've Done" was the first single off the album. It topped the Billboard Hot 100 at #7, making it the band's highest debut for a single.

Seems to me deadlines are a good thing!

Minimize Interruptions When Working

It's better to have one long interruption than many frequent interruptions.

I was reminded of this because my wife caught a bad cold on Wednesday. Then it clobbered her yesterday. She had no energy, and needed to rest most of the day. (Being pregnant + bad cold = practically bedridden.)

So I tried to hold down the fort the best I could, while still trying to work. Sadly, it was mostly a wasted day. It's nearly impossible to get anything done while watching two kids, feeding them meals and snacks, and refereeing frequent brother/sister arguments.

The experience reminded me how important it is to minimize interruptions as best you can. Because every time you get interrupted, you lose more time than you think you do...

Obviously, however long the interruption lasts costs you time. But there's also the cost of friction. The time it takes you to stop mid-task... and then start again. I've noticed that a 5-minute interruption can actually cost me 15 or 20 minutes of time.

Once your train of thought (and your train of activity) has been derailed, it takes some time to get that train moving again. ("Now--what was it that I was doing?")

When it finally does get moving--and you hit full stride--the real time cost is usually quite high.

Here's what I've been doing lately to prevent interruptions.

1. Minimize email. (I only get 5 or 10 emails a day now... thank God.)
2. Unplug your phone. (Just pull out the cord. Simple.)
3. Work somewhere else. (I prefer my kitchen table when it's quiet.)
4. Use noise-canceling headphones. (Bose headphones are great for this.)
5. Set your stop-watch. (I've been setting mine to 29 minutes. I work the whole time without stopping.)

Try any or all of these. I think you'll see they really do help to eliminate distractions so you can get more done.

Keep the Paper Moving

I began working at Merrill Lynch when I was 19.

I was placed by a temp agency, and my first job there was to review all the incoming forms for accuracy: distribution forms, rollover forms, investment allocation forms, etc.

Not only did I have to check for accuracy, I had to verify the plan administrator's signature. I did this by looking it up in one of two thick binders that were packed with thousands of signatures.

Before long, I began to memorize signatures, and became fast at checking and approving the forms.

My first mentor at Merrill Lynch was Tim. He was a tall, lanky guy with an odd but likable personality.

In the beginning, I remember holding on to all kinds of "problem forms" that I couldn't easily address. I would ask Tim what to do with them. He patiently answered most of my questions.

Then, one day during my second week of training, he got frustrated. He said, "Ryan, just remember one thing:

"Keep the paper moving!"

He explained it's better to simply push the paper on through than to hold things up for a day or two trying to get answers.

I never forgot that advice. I've tried to live by it in every job I've ever had... even as a freelance copywriter. It has served me well.

You see, clients prefer more communication... and more frequent communication... than less communication. So better to "keep the paper moving" whenever you hit a speed bump during a copy project.

Put another way, whenever you encounter a "hang up" while you're writing, do whatever is necessary to keep the paper moving. Don't slow down. Don't blame it on "writer's block." Don't try to figure it out for yourself if you need your client's input (call your client!).

Just keep the paper moving, okay?

Eliminate All Distractions

I just signed up for a new program this weekend. I'm reading through the "Get Started" guide.

Lo and behold, on page 6, there is a statement that is exceptionally powerful, even though it has nothing directly to do with the program.

"Eliminate all distractions. Unsubscribe from every Internet marketing newsletter that is not critical to your success with _________."

Do you know I've wanted to give this advice to you, dear reader, but haven't had the guts to say it?

I haven't had the guts to say it... because... I haven't yet followed the advice myself. I've unsubscribed from many lists in the last year, but I've never "finished the job."

Now I feel like I have permission. So tomorrow will be my reckoning day. I'll be following this advice. Will you?

Simply fill in the blank with "copywriting" or whatever skill area it is you're trying to succeed in. Then start pruning your email with the unforgiving force of a machete. The key, after all, is to eliminate ALL distractions.

Flowers Where the TV Used to Be...

I finally took my own advice.

Unplugged the TV and carried it out into the garage.

Disconnected the DVD player, VCR, and antenna.

Now, where the TV used to be, there's a vase of flowers.

As I've mentioned in the past (two years ago, actually), my wife and I don't watch much television. Maybe an average of an hour a week.

The challenge is the kids. It's way too easy to use the TV as a babysitter when you need to get ready to go out or get something done.

So I decided today would be the day. In fact, it's been on my mind ever since listening to James Brausch's Life Management 101 CD.

It's a good feeling to ditch the TV. I encourage you to get rid of your TV too. There are a lot of reasons why. Increased productivity. Better health. Improved sense of well-being. Etc.

Back in 2005, I wrote a brief article based on The Plug-In Drug by Marie Winn. You might want to read it.

If nothing else, remember what Jim Rohn says about television viewing: "Rich people have big libraries. Poor people have big TVs."

P.S. Ever since canceling my magazine subscriptions (another of James Brausch's suggestions), I've been reading more books, which is great. I imagine the same thing will happen now that the TV is gone.

P.P.S. I wrote a poem a long time ago about television called "Satellite Gods." I'll post it here in a few days.

Copywriters On The Vital Few

It's August 8, 2006, and John Manley writes:

Here's the big point to remember: Decide on ONE self-promotion strategy. Follow it through.

I diluted my efforts by going in too many directions. I could have made twice as much money this year, by following that one piece of advice.

It's April 3, 2007, and Ben Settle writes:

In my experience (and this has just been in my life--I'm sure others will disagree) it's better NOT to try and be all things to all people--and not to try and master every single new "thing" that comes down the pike.

Instead, find the few things you're good at and spend 90% your time honing those skills.

Do you see a pattern here?

Opportunity Cost & How It Applies to Information

Opportunity cost is a concept you must know how to effectively apply to survive and thrive in the 21st century.

My definition of opportunity cost is this: The value of what you could be doing whenever you are doing something else.

For instance, writing this blog post in this moment carries an opportunity cost. Because I could be doing any number of other things: writing sales copy, marketing my business, spending time with my kids, etc.

One thing I continue to struggle with is the volume of information I receive, whether digital or in print.

At James Brausch's suggestion (see his "Life Management 101" CD), I canceled my newspaper and six magazine subscriptions, including a subscription to Fast Company that was paid up until 2011.

Why?

Because every moment spent reading a magazine carries a high opportunity cost. During that time, I could be reading something more valuable. For instance, a book or newsletter. Or I could be applying concepts, strategies, and techniques I've already learned.

Now I'm examining additional subscriptions with a more critical eye. Am I reading them? Am I actually applying what I learn? If not, why am I still paying to receive the information?

You see, at some point, reading (and the consumption of yet more information) is simply a way to avoid taking action. It becomes an escape behavior.

This is why it's so important to choose carefully who you listen to... whose suggestions you believe are worthwhile... who is actually adding value to your life. Select a few premium sources and cut off the rest.

Otherwise, you may find yourself drowning in information, yet still thirsty for progress.

Think about the concept of opportunity cost. What are you doing right now? What is it costing you? What could you be doing instead that would add more value to your life?

Bose QuietComfort 2 Noise Cancelling Headphones

My wife gave me the best gift for Christmas: Bose QuietComfort 2 Headphones. Oh, man. I love these things.

Let me tell you a little bit about my work space. I work in a finished room in my basement. It's near the utility closet. I get to listen to the furnace and air conditioner year round. Plus, my office is near the laundry room. So I get to listen to the washer and dryer too.

Add to that the fact that my office is underneath the kitchen... and I have a 4-year-old daughter and a 22-month-old son... well, you get the idea. It's not always calm and quiet at my house. :-)

So my wife got me these headphones. I'm addicted to them now. They don't block out 100% of the ambient noise, but it eliminates enough of it that I can concentrate far better than before.

If I want to be totally cut off, I just put on some soft, wordless music that's piped through my computer into the headphones. The noise cancelling function is still turned on, the music is coming through... and I'm in my own little world. As Nacho Libre would say... "It's fantastic!"

The Bose QC2 Headphones are perfect for copywriters or anyone else who wants a quiet workspace in a not-so-quiet environment. (Did I mention I'm looking forward to my next plane trip because of the QC2s?) Here's a link to the Bose web site if you want to check them out: Bose QuietComfort 2 Headphones.

Going Offline?

Over the last year, I've noticed email has become a point of resistance for me.

At first, it was the volume of email. I've put some strategies into place to reduce how much I receive. Now I resist email because many times I just don't want to deal with it.

Perhaps it's the impersonal nature of email. People can say things they normally would not say in person. Or perhaps it's a feeling of overwhelm... that I'll never catch up on all the email I've received (much less all the email that is sent in the copywriting/advertising market alone).

I don't know if you're aware of this, but Dan Kennedy does not use email. Like him, my preferred mode of information consumption is "analog"... books, magazines, hard copy newspapers, etc. So Dan uses the fax machine. A lot.

If somebody wants to reach Dan, they have two options: fax or phone. He severely limits access by phone, so fax is about the only choice an "outsider" has to reach him. (If you're really desperate, I suppose you could corner him at a seminar.)

If you were going to try to do more communication offline, how would you handle it? Would you even want to move away from email and toward other methods?

I've thought about it and have some ideas:

• Use the fax machine as a primary communication tool.

• Generate leads offline. Send leads a physical letter by mail.

• Attract "old school" clients who prefer offline communication.

Now that I'm thinking about it, online leads are hit or miss. Sometimes they're great and sometimes they stink. Perhaps it's the ease of response that causes these low quality leads to slip through. I don't know. But it seems offline lead generation would provide consistently high quality leads. (Can you tell I'm thinking out loud?)

If you have ideas about how you would do more communication offline, I'd love to hear them. Please post a comment below.