how to become a freelance copywriter: ANNOUNCING YOUR BUSINESS TO THE WORLD

The business is ready to launch, and now it’s time to tell the world about it.There must be an infinite number of ways to do this strategically and productively, here are mine:

1. Send something unique. Don’t send what everyone else is sending – a great way not to do that is to look through your mail for a few weeks and gather all of the junk direct mailers that annoy you and go straight to the recycle bin. Then create the opposite. My original mailer, which you can view on my portfolio page, was a brochure in the form of a greeting card. The color was deep and eye-catching (and bright pink). My business card was attached inside and easily removable. I received countless remarks that the color and shape of the piece made them open it…and read it, because it was something they just didn’t see everyday.

2. Purposeful Direct Mail (as opposed to Random Direct Mail). I urge you to learn from my experience. Here’s the time I did it wrong: I once sent a 750 piece direct mailer to a random list (happened to be to my Chamber of Commerce). I got one, 1, uno job (that’s a .1% return rate). Here’s the time I did it right: I found a small group of companies (about 125) that I knew would understand what copy was and would have a need. (see the niche post for more details). I sent my mailers to them, and then I called every single company (had a contact name for the person I needed). I got 17 clients (that’s a 13% return rate). The average direct mail return rate is 2%.

3. Show don’t tell. Don’t just send something that tells people what you do and how well you do it. SHOW THEM. You’ll notice that my direct mailer reads like a catalog page. This is because I thought I really wanted to do catalog writing back then – so I demonstrated my catalog abilities. If you want to write press releases, illustrate yourself in press release style. If you want to write ads, create a self-promoting ad.

4. Get their attention. Send a promotion or premium. Here are two things I thought about doing and didn’t do, you are welcome to them if they fit:

• Send a huge, weighty oversized pen with your contact info and with a note that reads: “If your pen gets this heavy when you think about writing, call me.” (ooh, I actually like that one and might have to use it…)
• Get seeded paper like this, with copy that says: “When you add water to this paper, you get flowers. When you add my words to this paper, you get success.”

Okay, people. It’s time to share. Tell us what you’ve done, how you’ve done it and why it’s worked (or not worked)…

Filed under Critical Copywriting, How To, Marketing, The Business | Tags: avoid junk mail, avoid spam, business announcement, copywriter, copywriting, direct mail, direct mail copywriting, Julie Roads, junk mail, premiums, promotions, self-promotion, spam, Writing Roads | Comment (0)

like your marketing collateral, part 1 (where we discuss what you need)

Enthusiasm, confidence and positive energy are contagious. That self-assured, happy person is who I want to be around – and it’s certainly who I want to work with. I can’t speak for you, but I don’t like working with depressed people who don’t really like what they do.

If you don’t like your marketing collateral, or even worse, if you are embarrassed by it, your sheepishness, your lack of aplomb and your general un-excitement will shine through and reflect on your business. When you tentatively hand over your business card or make excuses that your brochure is being redone or have to explain that soon your website will match the rest of your brand – it’s not so good. Potential clients may perceive your hesitation as a lack of interest in their product or service; they may perceive it as unprofessional.

But, before we can even begin talking about creating marketing collateral that you like, I think it is important to name which marketing pieces you should have. Here are the essentials according to moi:

1. Business Card. Make it double-sided. This card is important real estate – list services, benefits, testimonials, etc. on the back. Until there is a way for us to simply touch cell phones and have contact info instantly transferred, this is your contact vehicle.

2. Website. Websites are for people today what brochures were to people in the 90′s and earlier – only better. A web presence gives you a global presence, it gives the everyone total convenience and accessibility. Also, from the most basic to the supa-dupah, websites offer update-able (yes, I’m making up spelling) information, the opportunity for interaction, immediate communication and the wow factor.

3. Blog. If you didn’t know I was going to say that, then shame on you. Blogs are the ultimate marketing tool. You can have an ongoing conversation with your target market, find out just what your target market wants and add an infinite amount of information, value and integrity to your website, brand, reputation. Blog posts are everlasting advertisements for your business. And with keywords and search engines, they deliver qualified traffic (ie. people who are looking for you exactly) to your door blog.

4. Brochure. Not a bad idea. Some people do like to have something they can hold in their hands…and they don’t even seem to worry about the strain on the environment. Did I say that? Whoo, am I opinionated today.

Of course, this list is very basic. Depending on the organization, product, service or industry, this list could lengthen or shorten at will to include info or press packets, premiums, sell sheets, e-commerce stores, (highly targeted) direct mail and on and on.

UP NEXT: like your marketing collateral, part 2 (where we discuss how and what you’ve gotta do)…

Filed under Marketing, The Business | Tags: blog, brochure, copywriter, copywriting, direct mail, Juile Roads, Marketing, marketing collateral, marketing plan, sell sheets, website, Writing Roads | Comments (2)