"ALL the Copywriting Clients are Gone!"
Monday, April 21, 2009

Shaune just sent me an email with shocking news:

"Nobody is spending money -- ALL the clients are gone!"

That came from the mouth of an aspiring copywriter who had contacted him about coaching.

This, to me, is an over-reaction to our present economical situation. It's obviously not true. People are definitely spending money -- both consumers and copywriting clients. Sure, some citizens are adopting a local currency system within their own community -- but even they are using dollars, euros and pounds to purchase abroad.

We need to be careful not to use things like a lagging economy to excuse lack of action. Quite frankly, most people I see who don't make it at copywriting don't put enough effort into two departments: Self-promotion and improving their skill set.

Most don't have a unique selling proposition. They do nothing to position themselves or their skills so that a business owner feels confident entrusting them with their hard earned money and future profits.

Here Shaune's response to the doubting-copywriter…

"Are there less promotions being written, today? Of course.

"Are people more careful with spending their money? Of course.

"Are people holding back? Of course.

"But that does NOT mean all the copywriting clients are 'GONE.'

"It just means we -- as we should  -- need to write better promotions.

"We simply have to work a little bit harder.

"Just like with my Client Marketing System… a single postcard doesn't do it -- we had to create a $60,000 THREE-step mailing campaign. You just have to work harder and the good news is… Most copywriters don't have a clue what to do.

"Once you have 'an edge' the market is yours.

"Create promos that are more sophisticated and effectively position yourself -- and you'll have no problem finding clients.

"Make sure you attend the Craft Your Own Untouchable Copywriter's USP call."

Visit the coaching centre at any time, for date, time, access code…

Plus, make sure to read the "Stop Being a Copywriter!" report and complete the exercise sheets.

John C. A. Manley
Your Host and Otherwise Very Busy Copywriter

Strange Conundrum Amongst Copywriters:
Why Can’t They Promote THEMSELVES?
Tuesday, April 22, 2009

One of the fifty strangest mysteries in the world somewhere in between why MALE seahorses get pregnant and why the average American requires 55 sheets of toilet-paper per day... Is why do copywriters find it so difficult to promote themselves?

Seriously, this conundrum amongst copywriters is the equivalent of...

>> A plumber who doesn’t know how to change the shower head in his own bathroom...

>> A five star restaurant chef who can’t figure out what to make for breakfast on his day off...

>> A car mechanic who had to walk to the auto shop because he couldn’t get his car’s engine to work...

Now, I’ve never heard of any these incidents. They are the results of my ever-working imagination.

Sadly, the point I’m getting at is not at all fictional...

>> Copywriters who do not know how to promote themselves...

Think about it! The job of a copywriter is to write sales material that promotes a product or a service. So why are so many copywriters baffled by how to promote THEIR OWN SERVICES? How is the process different?

Look at the ancient and time-proven model you have been taught to sell products and services for your clients:

1. Get a list of targeted buyers.

2. Write copy that sells product/service specifically to that audience.

3. Send letter in mail.

4. Track results.

5. Test different variations.

The internet evolution of this is almost the same -- except you have targeted readers (traffic) come to the copy on a web page instead of you sending the copy to the reader.

This is copywriting/marketing 101. If you didn’t know it, now you do. If you haven’t been doing it -- let’s talk...

So why are so many new copywriters (and some old) making a mess of this when it comes to promoting their OWN services?

I realize part of the problem is that most copywriting courses don’t focus enough on the MARKETING side of the business. In fact, I'm afraid, most new copywriters would mess up steps 1, 3 and 4. They are usually handled by your client's business.

So, the fact most copywriters stumble through building a list, making use of the post office and tracking results is somewhat excusable. But, still, even those who do all 5 steps still have an even bigger problem.

That biggest problem is with the copywriters' self-promotion copy itself. It messes up on one of the fundamental components of good copy: Creating a Unique Selling Point (USP).

This is where so many copywriters fall short in their self-promotion. Their USP is often “I'll write copy that makes you lots of money.” Worse, still, is “I'm a hard worker who writes elegantly and got four gold stars in kindergarten for a poem I wrote about a frog on a log.”

Both of these points are NOT unique. They could describe ANY copywriter. The “job description” of any copywriter is to write well and sell well.

So, if that's your USP, you need to chuck it. I don't care if you spent ten-weeks writing your self-promo copy... Too bad. Being a writer is about re-writing. Learn to love it.

The problem is really two-fold: You are probably trying to promote your services to ANY potential client. This means you have to generalize your skills to the point you become a commodity item. You are also, probably, TOO CLOSE to what you are selling. After all, we are talking about YOU!

If all this sounds like what you are dealing with, you'll need to make sure you attend the FREE Craft an UNTOUCHABLE Copywriter's USP Group Coaching Teleconference with Shaune Clarke.

If you don't have a REAL USP that makes YOU a perfect fit for select clients, then please make sure you complete the exercises sheets, which Shaune sells for $49 (and is giving to you for free)...

John C. A. Manley
Your Host and Otherwise Very Busy Copywriter

Small Businesses Don't Want a Copywriter
Thursday, April 23, 2009

It's been said (and rightly so) that small businesses don't want a copywriter.

In fact, most small business owners haven't even heard of the term copywriter.

If you open up your Yellow Pages and start calling businesses asking if they need a "copywriter" you should expect slow progress. 80% (maybe 95%) will not have a clue what a copywriter is. You'll have to explain to them what it is you do. This is disastrous, as the education barrier will suck up all your time.

On the flip side, writing copy for small businesses is a smart place to start. Why? Because you don't require all that much skill to make a big difference for them. Most small businesses entrust their advertising to the design crew at the local newspaper or phone directory company. At best, they get a snazzy rework of their business card.

It looks good (sometimes) but doesn't really do anything to communicate why a prospect should buy stuff from them.

If you know just the BASICS to direct-response, however, you can easily create an ad that outperforms the typical fare small businesses are wasting their money on. It's simply not that difficult.

That said... If there was ever a market where you want to "Stop Being a Copywriter" -- this is it.

At least in title. Instead, you need to position yourself in terms that they will understand. Essentially, they want what you got to offer: A way to increase their flow of new customers and repeat customers in a predictable and measurable way.

This is actually how I got started many years ago. I put together a multi-part self-promotion package that showed how I could help small businesses improve their sales. I saw the best results, when I niched myself to alternative health doctors. Not because the docs were special (and trust me, they weren't rich, either). Instead, niching allowed me to speak to a select audience in their "language."

It didn't take long (two months?) before I was overloaded with work: Writing display ads, reactivation letters, newsletter, emails, welcome packages. I had to actually turn down work and send them to a colleague.

It really comes down to: Small business owners need copy. If you can provide good copy, then you can fulfill that want.

But, they don't always realize that's what they need or that you can deliver. That's where a strong USP and Dynamic Positioning come into play.

The first step in creating a solid USP for your copywriting business is to make sure you complete the exercise sheets Shaune's provided you with.

The second step is to apply for the hot-seat -- so Shaune can help take your USP to a higher level.

John C. A. Manley
Your Host and Otherwise Very Busy Copywriter

P.S. Terri Dumont, likewise, started her copywriting career positioning herself to help small business owners. You can read her story by clicking here.

The Birthplace of Dynamic Positioning
Friday, April 24, 2009

"Dynamic Positioning" is a term Shaune Clarke created. This is a little ironic because it seems few copywriters have even grasped the concept of "positioning" -- no less something more "dynamic."

One of the reasons Shaune was able to move so fast into six-figure copywriting was because his self-promotion site didn't focus on the commodity benefits a copywriter had to offer.

If all you do is compete on benefits, especially in this industry, it's a difficult road. There are really only a few benefits most clients want from a copywriter -- and the biggest benefit is "copy that produces profits."

If all you play is Big Benefit Bingo things quickly escalate into the ridiculous claims we see today about "money-sucking vacuum" cleaners and a "cyclone of profit."

Real clients don't fall for that sort of thing. They are more than familiar with the unpredictability of business and marketing. Even great copy written by a great copywriter may fail under the wrong circumstances.

So, if you haven't already, I'd encourage you to head over to...

http://www.dynamicresponsemarketing.com

...and read how Shaune promotes himself. If you're short on time, scroll down to the section titled: "How Can I Do It? What Makes Me So Different?" and read the three factors Shaune uses to position himself as a unique and valuable copywriter.

John C. A. Manley
Your Host and Otherwise Very Busy Copywriter

Copywriting Through the Recession
Saturday, April 25, 2009

By this time next year, many economists believe we'll see HYPER-inflation as never before. It may happen, it may not. I doubt many would deny it's definitely a strong possibility.

If a dollar bill is suddenly as valuable as two shiny nickels, the whole world will feel the repercussions (both good and bad)...

People will buy less (even less than they are now) because their money will not go as far.

Christmas will go back to being a non-commercial holiday (about time!).

Things like food and clean water will be more on people's minds than a big screen TV or a trip to the Bahamas.

Many of the big brand names may fall. We'll see more and more local businesses flourishing.

Specialty information products (like we copywriters mostly sell) will become very popular. Everything from finance courses to self-help health information to an ebook on how to fix your car's transmission will become increasingly popular.

In fact, Americans already spend (according to one study) most of their "hobby" money on gardening. Imagine how that's going to increase when unemployed turn to their backyard, more and more, for their food supply.

So, as you can see, if western civilization as we know it were to collapse, there will be still be plenty of buying and selling going on. Just some things being sold today won't be so popular (or possible) while other things will become more popular.

It would also be a great purging time. Only the best of the best businesses in any area will be left standing.

I believe three factors determine the “best of the best”...

1. Customer service

2. Quality products

3. Effective marketing strategies and direct-response copywriting

To achieve #3 they need copywriters that not only “know the trade” but who also “fit” their market.

It may surprise you to hear that you may be a more suitable a copywriter for a specific million dollar business than many of the highest paid copywriters.

Why?

Because you may already buy the same products that that business sells. You may naturally possess the same needs, desires and personality.

That's a completely fair advantage you possess.

There most likely exist a few companies or several small businesses out there where you qualify as their ideal copywriter. Not, necessarily, because of your copywriting techniques, tricks and secrets but because you understand the market.

You may, for example, use a softer copywriting style that works great with women over 60 (who, by the way, are big spenders).

You may have years of martial arts experience and would be ideal writing copy that sells kung fu training DVDs and instruction books. (Self-defense could be quite profitable in a wild-west recession situation).

You may serve at your church and would be a great asset writing copy for the various Christian direct-response marketing products out there. (People always become more religious when times are rough).

Personally, I have plenty of experience in the alternative health and yoga markets. It's easy for me to write copy for this market. It's obvious to me what they'll respond to. And, again, alternative health may become very big if people can't afford the conventional medical system.

You possess your own unique talents, interests and personality. All of which would be ideal for certain businesses.

You just need to match up your specialties with those businesses which are most likely to thrive in tough economic times.

And let me state again... the type of businesses that are most likely going to fall are not the type of businesses we would be writing copy for, anyways.

If Walmart crashes because they cannot afford to rent mall space... it makes no difference to me.

If Starbucks goes under because people would rather spent $4 on a big bag of coffee beans that they'll grind at home (versus one cup at their local Starbucks)... it doesn't affect me at all.

If Macintosh starts seeing a drop in iPhones sales... that's no big deal to me.

We write for the specialty markets. Oftentimes, information businesses. And information, specialty products and survival are closely linked. Whether it's a supplement that makes people healthier, information that makes them wealthier or an ebook that shows them how to grow their own food... Promoting those items is our job.

But you need to know how to let those businesses know about your existence.

First, figure out what type of copywriter you are so you know what type of businesses you should target.

Then you need to know how to communicate your uniqueness.

That's how you become the “ideal” choice for a select few businesses that think little of writing four and five figure cheques in exchange for your copy.

It's NOT about blindly offering generic copywriting services to any and all businesses.

Strategize! Figure out what you got to give and which type of businesses would most benefit from it.

If you haven't already, read the full report I wrote up, "Stop Being a Copywriter!"

John C. A. Manley
Your Host and Otherwise Very Busy Copywriter

P.S. If you know anybody else who would like a copy of the report or would like to attend the upcoming teleconference, please send them to..

http://www.realitycopywriting.com/usp-event

Unadvertised Bonus: Develop Your Own Copywriting Techniques
Monday, April 27, 2009

Hope you had a good weekend.

I just added a new bonus audio to the Craft Your Own Untouchable Copywriter's USP coaching centre. Teh Tian Yan of Malaysia interviewed me last year about what was my best copywriting technique.

One of the strategies Shaune Clarke teaches and uses for crafting an untouchable copywriter's USP is to formulate your own copywriting techniques.

If you check out Shaune's self-promotion website -- www.dynamicresponsemarketing.com -- you'll see that he's developed several proprietary strategies including Indirect-Persuasion (tm) and The Secret Six (tm). Indirect Persuasion is a special selling strategy that he brought over from his experience in direct-sales. The Secret Six comes from his days as a TV talk show host.

On the same subject...

I thought the following interview offered another good example of developing a USP around a copywriting technique. In this 15-minute recording not only should you find the technique and information I share valuable for writing copy... but you should also take it in as an example of how to differentiate yourself from your competition.

If you're a Lord of the Rings fan, you'll probably enjoy the analogy I give at the beginning of the interview. Click here to listen to it now.

John C. A. Manley
Your Host and Otherwise Very Busy Copywriter

How to Use Positioning to Promote Your Clients' Products
Tuesday, April 28, 2009

While Shaune's Craft Your Own Untouchable Copywriter's USP hotseat coaching session is all about how to position your own copywriting business... Once you start landing clients (unless you're already in the game) you should apply the same principles to them.

It sure makes writing copy a lot easier.

You could even take the exercise sheets questions we provided you with here and turn them into a questionnaire to use with your clients.

One of the easiest ways to convince someone to try the product or service you are selling is to show them how it benefits them in a way that none of the competing products do.

Let's face it... If something appears dull and "same old" it doesn't matter how skilled a writer you are... it's just not going to sell well.

Unless, of course, you start lying. Or exaggerating. Quite frankly, a lot of that goes in the copywriting world.

Instead of the taking the road most traveled, you need to become more of a researcher, an interviewer, an investigator and find out what the product, client and business really have to offer. You should come up with several gems for the writing stage.

How to interview?

You're going to see an example of it during the coaching call. Shaune in will be asking key questions and digging deeper into the answers that hot-seater gave in their exercise sheets. Shaune's a master interview. If you didn't know, he used to have his own TV talk show. So listen carefully. Hear how he guides the two hot-seaters towards identifying their USP.

Then do the same with your own clients.

Make sure you've set aside time for the coaching session. Date, time and access code are here.

We won't be accepting hot-seat applications for too much longer. If you rather be experiencing Shaune's coaching, instead of just watching it, click here.

John C. A. Manley
Your Host and Otherwise Very Busy Copywriter

It Takes More Than “Copywriting Secrets” to Succeed
Wednesday, April 29, 2009

It's just as important to (good) copywriting clients HOW your copy will produce money as it important how much money.

Real businesses seek copywriters who bring them lifelong customers, not one-time sales.

They realize that it takes more than just “copywriting secrets” to sell stuff. It takes an intimate understanding of the market. I.e. If you're a rowdy young man, who spends his weekends at bars, your copywriting skills may not be enough to help you sell how-to books on knitting to women between 50 and 60.

Your character, background, experience and disposition empower or hurt your ability to write copy that sells in certain markets.

Shaune Clarke's upcoming (only 7 days left...) Craft Your Own Untouchable Copywriter's USP teleconference can help you find the type of copywriting clients you'll prosper with. You need not mutate into another “money-sucking vacuum cleaner on steroids.”

Real copy clients don't buy into that type of trashy copy anyways.

Shaune helped me take my extensive yoga and natural health background into the natural health market where I've been writing copy since 2006.

He's shown musicians how to apply the art and science of melody to increasing their perceived value as freelance copywriters.

He's shown a bookworm how to become the “Copywriting Professor” -- selling home-study programs.

Shaune's helped...

...stay-at-moms, military officers, a Learjet salesperson, a school secretary, a high school teacher, a Reiki master, a chiropractor, a half-blind bookkeeper, a completely blind violinist, a fully-sighted painter, a greeting cards distributor, a Hollywood score composer, a car salesman...

...from Canada, the United States, Australia, Ireland, England and New Zealand...

...people in their 20s, parents who just let the last kid out of the nest and retirees who don't want to rely on social security...

Shaune's helped them all find a unique and profitable place in the vast copywriting ocean.

Don't feel like you need to mold into a “Copywriting Sales Shark” in order to succeed as a copywriter. Instead, make sure you are able to attend next Thursday's coaching call and have downloaded all the resources we offer at...
http://www.realitycopywriting.com/usp/centre1

And if you're interested in finding out more about Shaune's coaching program, you can visit...

http://newcopysecrets.com

John C. A. Manley
Your Host and Otherwise Very Busy Copywriter

Many Copywriters Charge Forward Without a Clue How to Promote Themselves
Thursday, April 30, 2009

When I first started as a copywriter, I had no idea how to promote myself.

Not a clue.

Neither, dare I say, did many of the other copywriters out there.

All their websites looked the same (first mistake).

They basically said: “Hey Mr. Business Owner, hire me and I'll write copy that makes you rich.”

Sure, they all had creative ways of conveying that same message. (Sometimes ridiculously creative).

Some even had evidence to back up their claims.

Yes, increasing the digits in your clients back accounts should be considered a must.

Just DON'T STOP there... I believe that the client-copywriter relationship thrives on more than just that green stuff.

Clients who are passionate about their business are often more concerned about how they "come across" than how much money they make. Or, at least, they give them equal weight.

Many businesses have worked hard building a large following of loyal customers. They are very concerned about hiring a copywriter who rubs those customers the wrong way with copy that causes a major disconnect.

There is more than one way to write copy that is effective. Different clients prefer different approaches. It's that simple.

They'd rather wake up everyday and know that that their customers and prospects are seeing promotions that are a true reflection of who they are.

There are clients out there that would be a great match for your personality and style of copywriting. And there are other clients who are not.

In fact, the vast majority would be a bad match. I'd wager, more than 80% of them would be less ideal. While less than 20% would be a good match.

Eventually -- just accepting whatever comes your way, without any deliberate seeking --- you'd end up working with those good matches (if you can hold out). But, by positioning yourself properly and promoting your unique approach, personality and characteristics, you can attract those clients faster -- if not immediately.

And, because it's such a good match, you'll produce better results.

Make sure you've read "Stop Being a Copywriter!" for more details on promoting yourself not just as something more than just another "copywriter"...

John C. A. Manley
Your Host and Otherwise Very Busy Copywriter

P.S. Here's what Leslie Ehrin, said about one of our past copywriting teleconference...

“I was most impressed with the call [September 2008] due to the emphasis on empathy, compassion and graceful copywriting.... What a superb teacher Shaune seems to be. I was amazed at how creative he was in tying together all the unique aspects of each of the hot seat “sitters”... the way he wove together their individual uniqueness with how they could find niche markets.”

How Hot is This Hot Seat Going to Be?
Friday, May 1, 2009

Some people may be wondering "how hot is this hot seat with Shaune Clarke going to be, next Thursday?"

Not to worry. Shaune's a master interview, but I don't know how good of an interrogator he would make.

He's going to be using the same approach he uses with his own clients to unearth their USPs. One of the secrets to conducting effective interviews is the art of making the interviewee feel totally relaxed.

So, if you've been reluctant to apply for the hot-seat for this reason, I'd put the thought out of your mind.

It's really Shaune who's going to be on the hotseat, not you. He's the one who has less 90 minutes to help not one, but two copywriters, formulate their USPs.

Another concern is that you may not be far enough along in your copywriting career. Maybe you're still a student. You may not have a website or self-promotion package. You've never worked with a client.

All the better (for you). It means you haven't wasted time trying to promote yourself the typical way. It also means you'll have a much easier time breaking into this industry -- because you'll be using a well-crafted USP.

Ideally, we'd prefer to have one newbie copywriter on the hotseat and one with more experience. So, whether you've been at this for 7 years or 7 days, please apply.

"But only TWO people will get selected? What are my chances?"

Well, we are planning on holding one of these hotseat sessions about every 3 weeks. So if you don't make this one you can re-apply for the next one (without having to redo the exercise sheets or your application).

Also, since a requirement for the hotseat is completing the exercise sheet -- if nothing else, applying will ensure that you get the exercise sheet done. And completing that exercise sheet will help you generate many ideas to enable you to position yourself as a unique copywriter.

It'll also make the actual teleconference much more meaningful for you. Even if you're not selected, you can see how Shaune works with the hotseaters and then apply it to your own situation.

You have until Sunday at midnight to apply. Complete instructions are here.

John C. A. Manley
Your Host and Otherwise Very Busy Copywriter

"Unlike nothing I've heard before"
Saturday, May 2, 2009

REALITYcopywriting reader Meryl Brusser, wrote...

"I am fairly new to copywriting — studying... for only a few months and have been concerned about whether the style of writing I'm most comfortable with would allow me to succeed."

That was until she attended a past Craft Your Own Untouchable Copywriter's USP coaching call with Shaune Clarke.

Immediately after the call, Meryl sent the following email...

MERYL'S EMAIL: "The very best thing I got out of the coaching call this evening was, yes, I can succeed as a copywriter without hitting my clients or their prospects over the head.

"Yes, there is, indeed, a place for someone like me in this field if I can learn how to position myself accordingly. Not only can I find copywriting clients who will find value in what I have to offer, but I can find clients I can offer value in return.

"But this will only be so if I remain true to myself."

MY COMMENTS: I know exactly how you feel, Meryl... Four years ago I wondered, too, if there was a place for "someone like me" in the copywriting arena. I finally concluded there was not. Not in the mainstream copywriting arena. What Shaune helped me realize was that there was an OCEAN full of other clients, waiting for more “graceful” copywriters to emerge.

MERYL'S EMAIL: "And, yes, although I'm not clear on exactly how to express my strengths in a self-promotion, I now know it's possible. I can take my life experiences, which have been rich and diverse, and learn how to best validate them and connect them to what my clients want from their copy.

"What I have learned is that I really am able to do this... It's my uniqueness, my stories and my natural capacity for empathy that will take me far rather than hurt me. It is these qualities, if I learn to use them to my best advantage that will set me apart from the crowd. It's the way I choose to express these qualities that will make me unique, and give me a place in the self-help market I can call my own.

"...not only will I be able to use them to my best advantage in the self-help niche, but also with the local, small businesses in my area I would like to position myself with..."

MY COMMENTS: In many ways, copywriters are like actors. We have to play a part -- in writing -- to help sell someone else's products and services. Just as Hollywood has every variety of actor playing in their films -- to meet the needs of the various roles -- so does the copywriting stage need a great variety of copywriters.

MERYL'S EMAIL: "The teleconference was certainly an eye opener for me, and I couldn't be more pleased that I attended.

"I never thought of the art of graceful persuasion, but it fits me like a glove, and now I feel like I have a direction — something to strive for.

"What surprised me was the ease with which Shaune expressed himself. His ability to pull out of the chosen hot-seat sitters exactly what he could use to illustrate what he wanted to show us was amazing. His knack for choosing their qualities and experiences and turning them into their own USP knocked myself off."

MY COMMENTS: Yes, Shaune has plenty of experience and skills to share. In addition, though, he knows how to coach. It's one thing to know your stuff -- it's another to know how to impart that knowledge to others and help them develop.

MERYL'S EMAIL: "I was probably most surprised to learn about the art of interviewing and what it could accomplish — how a properly executed interview could pull benefits from a copywriting client that were totally different from the standard, and how they could be used to produce copy so different from the norm there would be no real competition. From what I've seen, it would be like comparing apples and oranges.

"Not only did Shaune express the advantages of an artfully conducted interview, but he actually showed us how it's done. What was so refreshing was that he not only talked about what he does, but he took things a step or two further and adeptly displayed the principles he was sharing in a very usable and easy to understand presentation."

MY COMMENTS: You're very observant, Meryl. Yes, Shaune was demonstrating some of his Secret Six interview techniques in action.

MERYL'S EMAIL: "I'm not sure exactly how you could have helped me more... The whole call was of great value to me.

"For once someone wasn't shouting at me or trying to sell me something, while claiming not to. It was a joy to be spoken 'to' and not 'at'... The perspective presented was fresh, clean and unique — unlike nothing I've heard before."

BACK TO ME: Thanks so much Meryl. Your email made the whole thing worthwhile.

Make sure you're able to attend this coming Thursday. Date, time and access code are available here...

John C. A. Manley
Your Host and Otherwise Very Busy Copywriter

A One-Minute Excerpt from a Coaching Session in September
Monday, May 4, 2009

I thought it was time to send some samples of what you'll be hearing when you attend the coaching teleconference this Thursday with Shaune.

I went back into the archives and pulled out the recording of a Craft Your Own Untouchable Copywriter's USP coaching call from last September. I scanned quickly and pulled out the following excerpt (transcribed below) that shows how things may not go as you expect on this coming Thursday's call...

SHAUNE: You said [reading Hot Seater's exercise sheet] "I'm good at writing entertaining stories. All my friends love my personal blog and are disappointed when I don't post for a while."

I wanted to ask you, do you think we can use that? You say you're good at writing entertaining stories. It sounds obvious. So I'm asking it for a reason. Do you think we can use that bit of "who you are" in your positioning?

HOT SEATER: Yes. Definitely. Because part of writing copy is including interesting stories. As part of the narrative there is the story of the person selling the product or case study stories that you tell throughout the course of writing the letter. So, yeah, definitely.

SHAUNE: So, here is why I asked the question… We _may_ be able to use it. It goes back to this point about being strategic.

Remember, now, how before I was bringing rhythm and cadence from your musicianship background. And then I brought out your ability to strategize and work out a formula for copy from your calculus mind. Here, this idea of you writing entertaining stories on a personal blog seems rather… I'll use the term, lame.

Now, we may use it in passing. But that's all it would be is an "in-passing comment." I wouldn't call it a secondary element. I differentiate positioning into the primary elements and the secondary elements.

This has the potential to be a secondary element if you can back it up. We'd have to dig into it. This is the power of interviewing. We can't just do this little bit and figure it out. We have to dig into it deeper. We do the exact same thing with copy. When I spend a little more time with you, we'll dig into this, and we'll see whether we can find that connector or not.

So we may use it in passing or we may, in fact, be able to use it as another secondary element.

BACK TO ME: Being strategic with your writing is going to be what Thursday's night's call is all about. One of the biggest problems I've witnessed amongst new copywriters is that they writer very well – they just write about the wrong things.

E.g. The hot-seater in the above example may have gone ahead and used the point about his friend enjoying his personal blog to help promote himself. But would it helped his goal of being hired by high-paying clients? As Shaune said, don't assume so. Or, at least, don't give it too much weight.

In other words, sometimes your better eliminating "selling points" about yourself. Sometimes you’re better off picking one or two primary points, and three our four secondary points and focusing on those – rather than diluting yourself with everything you can think of.

That's just a one-minute sample of what you have coming during the full 90-minute class on Thursday.

So please make sure you've completed your exercise sheets…

You can also still apply for the hot-seat…

And double check to make sure you have the correct hour (for your time zone) and the access code, written down…

Any questions, just hit reply, and someone will reply to you by the end of the next business day.

John C. A. Manley
Your Host and Otherwise Very Busy Copywriter

P.S. Stay tuned! We'll be announcing the hot seaters and sending you a copy of their exercise sheets to review.

Can You Figure Out Where Shaune's Going With This?...
Tuesday, May 5, 2009

Here's another excerpt from a previous USP coaching session Shaune did. At first it looks obvious where he's going with this – but as usual he makes some pretty sharp turns with some unexpected observations. Check it out…

SHAUNE:[Speaking to Hot Seater] You got the "Power of Intention" by Wayne Dyer as a book you read.

HOT SEATER: Yeah.

SHAUNE:Okay, here's what I want to ask you: (And this is part of being strategic about what we use and don't use in whatever copy we are writing and how we position it.) So, if you niched yourself in "self-development" would we mention your love of "The Power of Intention" in your copy?

HOT SEATER: Oh, yes. It could probably be the over-riding theme. Then perspective clients who resonate with "The Power of Intention" or its message of the "go-giver" and the "power of giving" would be more attracted to what I can offer as a copywriter.

SHAUNE:That's why I asked. You might think that. But I would be cautioned by it. The reason I would be cautioned by it is because of what I call "How's that going to land?"

Imagine who your real target audience is. Your real target audience is those people in the self development industry who have the money and the fortitude and the confidence to pay you good money – okay, I'm talking about paying you GOOD MONEY – and you bring up your affinity for Wayne Dyer. Now, in any arena, there's going to be some element of like and dislike and even competition.

So, in my mind, it could – not saying it would – but it could create some "Oh, he's a Wayne Dyer fan."

What I find is that clients want you to like them. Now, I will only work with clients that I like. So I would be careful with mentioning Wayne Dyer. Now we'd look at who is your potential client-base. And would they be glad to hear you mention Dyer? And we have to be honest about this. It could be an unspoken objection and these are the types of things you find out when you do Intimate Interviews.

On the other hand, having said that, then, how do you feel about using this idea in the fitness arena? So now we are going to go back to you niching yourself in fitness. Would we use it there or no?

HOT SEATER: The "Power of Intention?" My feeling is that a potential fitness marketer might not know what the "Power of Intention" is. That's just my stereotypical view of them. Maybe if I said I'd read Arnold Schwarzenegger's "Encyclopaedia of Body Building" that might make them think, "Oh, okay, we have a bit in common." But "The Power of Intention," for a fitness gym owner, probably wouldn't make much difference.

SHAUNE:Let me say, for me, that depends… And here's why it depends:

And, again, I go back to the example of this hard-core gym guy that hired me -- and then his buddy, who literally has a book about mixed martial arts and couldn't be any more hard-core. One of the reasons they wanted to hire me was because they felt I was into the environment.

Here's what I believe – and again we'd do some interviewing to find this out for sure, as we would in anything – but I have a sense that you can niche yourself quite well in this idea of graceful persuasion.

You're right, this may be a little far off. You probably do know better than I. But I do have the sense that we don't have to be exclusively reading Arnold Schwarzenegger – especially with your tone. Your tone is – now remember your story is more about the natural body-building with using your own body-weight – and I think that draws the more natural, less machismo-minded fitness person. So I have a sense that this could fit. It's on that bubble. But I'll tell you… I would definitely, definitely test it.

And I'll tell you I was shocked in the difference in my testing when I had "Canadian" in my headline and out of my headline and you can see whether I left it in or not at www.dynamicresponsemarkeitng.com.

But whether you keep "the Power of Intention" or not would be one of those things that if it worked it would be huge in terms of creating resonance with a target audience. If there's only 20 or 30 percent of people in the market who fit into this category then you become their only choice. See what I mean there?

HOT SEATER: Yeah. In fact, that just triggered an epiphany…

BACK TO ME: For many people attending this Thursday's coaching call, this will re-shape how they approach copywriting and positioning themselves. Instead of just blasting away at the keyboard, you'll find yourself scribbling away at a big white board or retreating to a quiet corner of the coffee shop with your yellow legal pad mapping out your positioning strategy.

I would dare to say that what separates the good copywriters from many of the great copywriters is that one just writes, the other THINKS first.

How about that? You may have been first attracted to this career because it sounded easy getting paid to write. And easy it is, from a physical standpoint, when compared to doing construction work, being a fast-order cook or handling removal. But, it gets even better. Now, we're showing you how to get paid to… THINK!

Okay, that was just a sample of what you have coming during the full 90-minute class on Thursday.

So please make sure you've completed your exercise sheets…

You can also still apply for the hot-seat…

And double check to make sure you have the correct hour (for your time zone) and the access code, written down…

Any questions, just hit reply, and someone will reply to you by the end of the next business day.

John C. A. Manley
Your Host and Otherwise Very Busy Copywriter

Never Revealed Before
Wednesday, May 6, 2009

Tomorrow's the big day, when Shaune will help the two copywriters chosen for the hot seat develop their own USP.

It'll probably branch out into areas and ideas you may never have thought. Part of positioning involves thinking about how to position what you’ve already got.

Even better, though, is when it guides you to actions that help PUT you in a better position to promote yourself.

What do I mean?

Read the following excerpt from a previous teleconference Shaune did where he revealed how he was able to "credentialize" himself early on his copywriting career. By "credentialize" Shaune's referring to ways to build credibility with your ideal copywriting clients.

HOT SEATER: I really am looking at writing copy for the entire "green" industry – anything that's breaking from the tradition of the past where we didn't even care about the environment.

SHAUNE: Okay. So, I'm going to reveal something that I didn't plan to reveal and I hope everyone pays strict attention. And, to some degree, this going to be controversial. But I've done it. I know its value. And I would recommend it to you. And it's this…

In the green market there is obviously all kinds of volunteer opportunities. And I know you've been in fund-raising, etc. So, if I were you, and I was looking to position myself in the green market, I would do the best job I could to quickly "credentialize" myself.

And that could be as easy as to volunteer to write a piece of copy for the Green Party or some other organization that you feel an affinity to and feel that you would want to contribute.

You know… If you could get some fee out of it that would be great. And I would start with that – I would look for opportunities to get a fee.

When I walk people through the coaching program, I say this: You now have a momentum of learning and you truly can see how to write converting, sensational, persuasive, empathetic, graceful copy – but you are in a momentum of learning and you need to continue that momentum or you'll lose some of it. I've seen it happen with admittedly great, successful coaching clients of mine, but they've lost some of where they could have gotten to because they literally got too busy, too quick and lost the momentum of their learning..

So the first rule is: Don't get too busy, too quick when you're in the momentum of learning.

And secondly, when you compete the coaching program, to take on three long sales copy projects as quickly as you can.

And for you, I would say, plan A is find one that credentializes yourself and puts some money in your pocket – but consider yourself still a student. It's a great learning experience and you get that credential. And I would certainly be working to do that.

And, I've never said this, but I did this. If you go to my site, www.dynamicresponsemarketing.com, I volunteered, because Azim Jamal volunteers 20 hours a week of his time. I know him. He's a colleague. And I wanted a story that represented my affinity for a contribution like that and I volunteered to write that piece of copy. You can see his testimonial at www.dynamicresponsemarketing.com.

So I leveraged, in that case, his resonance, Azim is just a very polished, credentialized guy with a real nice feel to him – that feel of contribution. So I didn't go with plan A I just said to Azim, "Hey, what if I volunteer to help you here?" I wish I had it in me to volunteer 20 hours a week.

So I feel when somebody is doing that -- if I can make some small contribution to what they are trying to do and promote what is admittedly a beautiful book called "The Power of Giving" I should do that. And now I got a great piece of resonance and credibility on my site as a result.

I certainly didn't do that for every testimonial. In fact, that was the only one. And I would look to where you could best leverage some of your time, some of your learning, and credentialize it in that green market.

HOT SEATER: That's a great idea. I'll give a lot of thought to that.

Okay, that was just a sample of what you have coming during the full 90-minute class on tomorrow evening.

So please make sure you've completed your exercise sheets…

You can also still apply for the hot-seat…

And double check to make sure you have the correct hour (for your time zone) and the access code, written down…

Any questions, just hit reply, and someone will reply to you by the end of the next business day.

John C. A. Manley
Your Host and Otherwise Very Busy Copywriter