10 Ways to Succeed as a Copywriter, Part Three

Advertising, Blogging, Branding, Copywriting, Direct Marketing, Marketing, Social Media
3. Walk in your readers’ shoes. In Stephen R. Covey’s best-selling book, The Seven Habits of Highly Effective People, Habit #5 is “Seek first to understand, then to be understood.” Well, that’s also one of the habits of highly effective copywriters. They seek first to understand everything they possibly can about their audience before they even begin to attempt to be understood themselves. Yes, the more you know about your customers and constituents, the easier it is to make a potentially valuable connection with them. Unfortunately, that’s much easier said than done. Tight schedules and small budgets often supersede any opportunity to look closely at the demographics – and psychographics – of those whose attention you covet. But that doesn’t mean you can’t find out what makes them tick. What…
Read More

10 Ways to Succeed as a Copywriter, Part Two

Advertising, Branding, Copywriting, Direct Marketing, Fundraising, Marketing
2. Care deeply about results. While being able to exhibit a high degree of creativity may be important to the success of a copywriter, achieving the highest possible ROI is usually imperative, certainly in direct marketing, the industry in which I earn my livelihood. My brethren and I work with the understanding that the purpose of most campaigns is to promote sales of a product or service, not the copywriter’s ability to turn a clever phrase. It’s nice to win awards. But what really counts is winning over your audience, those who are hopefully hanging on your every single word. Yes, what the most successful copywriters really care about is convincing those on the receiving end of their communications to take action in some way, shape or form such as picking up the phone, filling out a form, clicking on…
Read More

10 Ways to Succeed as a Copywriter, Part One

Advertising, Branding, Copywriting, Direct Marketing, Fundraising, Marketing
My first job out of graduate school many years ago was as a copywriter for RCA Direct Marketing in New York City. And the rest, as they say, has been history. Since that first exciting stint writing about the most popular records (yes, vinyl) and tapes (yes, cassettes and eight-tracks) of the day, I’ve written about an incalculable number of different products and services. As I wrote in the preceding post here on A New Marketing Commentator… I’ve written copy to help promote everything from business cards to books, healthcare to software, insurance coverage to investment advice, magazines to music, travel to tuxedos and much, much more. I’ve also written direct response fundraising copy for dozens of charitable organizations (which, by the way, has been some of the most satisfying work…
Read More

Three Reasons Why I Like Writing for Nonprofits

Copywriting, Direct Marketing, Fundraising, Marketing, Social Media
As much as I've been using social media for business lately, copywriting -- writing, period -- has always been my stock in trade. Over the course of my career so far, I’ve written a countless number of direct mail packages, ads, brochures, inserts, flyers, web pages, emails and tweets for a multitude of both B2B and B2C clients. I’ve written copy to help promote everything from business cards to books, healthcare to software, insurance coverage to investment advice, magazines to music, travel to tuxedos and much, much more. I’ve also written copy to help dozens of charitable organizations raise funds. And honestly, as much as I enjoy writing about almost any product or service, some of the most satisfying writing I’ve done is included in my portfolio of nonprofit fundraising work. Yes, there are many reasons…
Read More