Alan Forrest Smith has written an excellent post in the copywriter's board.
You can read it here: Weapons of Mass Deception
That is definitely one of the best posts there.
I can say from personal experience, it's all true.
I spent tens of thousands of dollars on these so-called 'sure-things'.
Except, in my case, the very first company were incompetent and, in my view, liars.
They wouldn't even give me advice.
An example: After being 'told' how to decide what business to go into, I called them and asked, "I've been thinking about going into ..., what do you think?"
Their answer, constantly, was "if you think it's good you should do it".
Now I don't know about anyone else here, but when I pay someone thousands, I expect a teensy weensy little more than that.
The sad part is, this company is used by quite a few of the marketers to do the so-called training they're supposed to be doing.
The first time was through the rich jerk.
RJ has nothing to do with them except to outsource to them and make money.
A few months ago, I received a call from a company claiming to do the same thing, except I was expecting their call.
You see, I had called the guys from nitro asking about their program, just out of curiosity.
After speaking to this company, who said initially they were calling from nitro, I asked them straight if they were the same company who did the RJ stuff.
They confirmed they were.
They'd changed their name.
I found out after that they had gained a bad rep so had to trade under a different name.
Anyway, I thought I'd put that there as a warning to others.
I thank God I still have my home, car and family... unlike the guy in Alan's example.
So, to anyone who is new to business, whether online or off, beware these words of warning.
Sunday 31 August 2008
Friday 29 August 2008
Jessalynn Coolbaugh - The Voice Of Copy
There was an article in the New York Times in September, 2007, entitled "The Unsung Heroes Who Move Products Forward".
Now, this article seemed to highlight the fact that it is the "obscure process innovations" behind the products which make them successful.
While it would be wrong of me to discount that completely, I feel the article missed out on highlighting the importance of another aspect of the whole process… although it was mentioned once, and then ignored.
Here's what a part of that paragraph says, "…companies often spend millions to advertise and market new product designs and innovations…"
Don't get me wrong, I'm not saying marketing is the be-all and end-all.
Heck, without a good product, marketing is nothing, really.
But, without good marketing, the product can be the best in the world… and still be sitting on a shelf somewhere, gathering dust.
And, let's face it, would companies, "…spend millions to advertise and market…" if that weren't true?
Like I always said to my business students, "You can have the best product, the best outlet, the best everything… but, if no-one knows it exists, it ain't worth a penny".
With that, I want to go on to the subject of this article.
Over the last few years, we've seen a few (very few) truly great copywriters emerge, seemingly out of nowhere, to make a huge huge waves on the internet.
If you're in the industry, you'll recognise names such as Michel Fortin (he wrote the copy which made the first 'million-dollars-in-a-day'); and Ray Edwards, who literally came out of nowhere and was elevated to superstardom in the online copywriting world.
Then there's guys like John Carlton and a select few others who have been making a killing off-line for decades before venturing onto the world wide web.
All great copywriters, no doubt.
Then there are those who, while great copywriters in their own right, have kept themselves in the shadows, working quietly and making fortunes for themselves and their clients, only emerging once in a while to say a few words in place like the Copywriters Board.
One of these unsung heroes is my good friend Jessalynn Coolbaugh — a successful copywriter and a first class copywriting coach.
Jessalyn is a direct response specialist, copywriter, and marketing consultant.
Her expertise is in helping small businesses, internet marketers, and home business owners achieve the success they deserve, by positioning them against the competition in a way that sets them apart.
She is also well-versed in both advanced direct response sales techniques; as well as in proper search engine optimisation - and able to combine the two into a powerfully unified sales tool!
Jessalynn managed to take out some time from her busy schedule to have a chat with me and tell us more about herself and her career.
I think you'll find it both interesting and educational whether you're a copywriter or fully-fledged marketer.
Rezbi: Shall we begin? Let’s begin by having you tell us a little bit about your background, your family life, childhood, growing up.
Jessalynn: Family's originally from Donegal Ireland, but moved to US when I young.
Rezbi: Uhuh.
Jessalynn: I was raised by my grandparents. Pretty typical stuff.
Rezbi: When did you move to the US?
Jessalynn: '77. Hippy years, lol. Disco. (Don’t tell, but I became a huge ABBA fan, lol).
Rezbi: lol. Would you say you were outgoing?
Jessalynn: Actually no, not even a little. I'm really quite shy.
Jessalynn: Very introverted until I get to know a person.
Jessalynn: That could be why. We sensed a kindred soul. My son's the extrovert, lol.
Rezbi: Sounds like it.
Jessalynn: Since I became a mum I've gotten much better about getting out in front of people though, so he's been a good influence.
Rezbi: Know what you mean… Not that I've become a mum.
Jessalynn: Lol. I certainly hope not.
Rezbi: You seem to still have a lot of the English spelling in your writing.
Jessalynn: Always have.
Jessalynn: Never did take to American English (tongue in cheek).
Rezbi: Don’t blame you :).
Jessalynn: I was educated in Catholic schools, and that's how we were taught both there and at home 
Rezbi: Interesting…
Jessalynn: And you know, it's never hurt me once with my American clients.
Rezbi: I understand what you mean, about the US clients.
Rezbi: How did you get into copywriting?
Jessalynn: By complete accident actually. I was working as a press operator for a printing company…
Rezbi: Go on
Jessalynn: And a client had a flyer advert they were running… it didn't have a very strong call to action, though I didn't know what that was at the time…
Rezbi: Uhuh
Jessalynn: And I saw how to rewrite it so that it actually told potential customers what to do… you know a clear call to action is sooo important in this business.
Rezbi: So, what, it was just instinctive for you?
Jessalynn: Pretty much.
Rezbi: Would you say you're a natural?
Jessalynn: Well… I don't know about all that, but it really did come quite easy for me at first, took about 3 years before I realised there was a name for what I was doing :).
Rezbi: That's funny.
Jessalynn: That company made me their in-house copywriter, but they still called me a press operator… I was a jack-of-all-trades. Lol.
Rezbi: I heard Ken McCarthy say he was the same… He didn't realise he was doing direct marketing when he was.
Jessalynn: Yup. Its funny when you start like that. There's no real formal training for it. Then I was at the library one day, looking for books on advertising…
Rezbi: Any in particular?
Jessalynn: Hehe… that's when I discovered Ogilvy… Ogilvy On Advertising, to be exact.
Rezbi: And you were hooked, right?
Jessalynn: Yup! From that point on I soaked up everything I could get me hands on.
Rezbi: He's got a very easy style of writing, doesn't he?
Jessalynn: He does! And so many people never take the time to read him. I always loved his down to earth, matter of fact style — "This is how it works, if you don't like it…"
Rezbi: Lol, you answered the question before I asked it. Are you psychic, too?
Jessalynn: Lol. Only sometimes :). Comes from being a mum. Just ask your wife how that one works.
Rezbi: That's some long distance mind reading.
Jessalynn: You know, I AM quite talented at multi-tasking… interviewing, talking on the phone, and reading minds all at once
Rezbi: Well, you are a mum.
Rezbi: Is he (Ogilvy) the only one you've read or are there others?
Jessalynn: I soak up a lot of marketing books these days… Levinson, Godin, Trout & Kennedy
Rezbi: What's the latest you've been reading?
Jessalynn: The Guerrilla series by Levinson. Excellent books. In fact, I've just finished Guerrilla Marketing Weapons for the 2nd time.
Rezbi: I remember you mentioned you're into guerrillas… The marketing I mean. Lol.
Jessalynn: Lol. Of course! you can't beat the tactics… everyone thinks you have to spend millions to get your company out there in front of people… when really it's just about getting it in front of the RIGHT people.
Rezbi: Very true. I agree. I've just recently gotten interested in it, and you peaked my interest further last time you mentioned Levinson
Jessalynn: And with the internet as a tool these days, budget is less and less of a concern for companies now: Especially with social media coming into play. I strongly suggest Guerrilla Marketing Weapons, and Guerrilla Advertising both. Oh, if you haven't read him, you must!
Rezbi: I'm still on the one you sent me.
Jessalynn: Ahhh… ok
Rezbi: Did you see my recommendation for Drayton Bird's book?
Jessalynn: No. Where? Or are you talking about what we talked about last night?
Rezbi: (Looking)
Jessalynn: Ok. By the way… love the new style of writing
Rezbi: DIRECT & DIGITAL COMMONSENSE MARKETING by Drayton Bird.
Jessalynn: Ah, ok, thanks. Just ordered it
Rezbi: No probs. On with the interview?
Jessalynn: But of course! You know, Rezbi… new copywriters have no idea how lucky they are to have the internet at their disposal these days…
Rezbi: Very true.
Rezbi: Tell me about your most successful copy. You don't have to say which it was, just the results
Jessalynn: Hmm… Let me think for just a second.
Rezbi: Take your time.
Jessalynn: I did a piece once, can't say who sorry (NDA), that did an 8.5% conversion on the first mailing… something like a 3500% ROI.
Rezbi: Wow, that's good.
Jessalynn: That was pretty thrilling.
Rezbi: Was that online or off?
Jessalynn: Offline. It was a business to business piece, too… so an even harder sell
Rezbi: How long did that mail for?
Jessalynn: I think about 4 years. Then they changed the program, unfortunately… so not too shabby
Rezbi: That is impressive.
Rezbi: You don't have to answer this, but how much did you get for that?
Jessalynn: You don't want to know.
Rezbi: Anything to do with monkeys?
Jessalynn: No, no monkeys. lol. I think I got about $1200 for the piece, which at the time, I thought was really good money. Terrible, isn't it?
Rezbi: Okay, not too bad for a relative beginner at the time.
Jessalynn: Exactly.
Rezbi: Good, at least it wasn't peanuts.
Jessalynn: I was proud of that cheque, and prouder of my results… lol. Now that I know about royalties though, it's a different story.
Rezbi: I can imagine. How long did it take you to write that piece?
Jessalynn: I think 3 or 4 weeks on that one. I spent a lot of time researching the market. That’s the big thing - you HAVE to know who you're selling to… otherwise the greatest letter in the world will flop.
Rezbi: True
Rezbi: How would you say you prepare before beginning each piece of work? The mental process?
Jessalynn: Now?
Rezbi: Then and now.
Jessalynn: I have a strange process these days, lol…
Rezbi: Go on…
Jessalynn: Then, it was a matter of spending countless hours in the library, and going in to talk to various business owners… heck, we even stopped folks on the street to get public opinions… now, I spend most of my research time working through contacts I've built in various industries; a bit of time on the internet to search out public opinion on forums and such… and then I walk away from the whole thing for a few days. I don't let myself consciously think about the piece.
Rezbi: Let it all stew in your head?
Jessalynn: Yup. I know how to sell… but sometimes, as copywriters, we tend to try and over-think the process… so I walk away from it, and just let it all simmer up in there for a few days.
Rezbi: What do you mean?
Jessalynn: Well… I think that copywriters, especially nowadays, are bombarded with so much info about form and function, that it's easy to forget that it's all about just selling… your grammar doesn't have to be perfect; your format doesn't have to be perfect… it just has to work for that one person you're actually trying to sell to.
Rezbi: I agree. And, let's face it; selling is what it's all about.
Jessalynn: Exactly and in fact…
Rezbi: Uhuh
Jessalynn: When most people are out buying copy courses… they should be out getting a job in sales.
Rezbi: Interesting. Care to elaborate on that?
Jessalynn: Make your paycheque depend on your saleability, and you'll get the hang of it much quicker than when it's someone else's money on the line. When the food on your table depends on whether you can sell or not - you're more likely to get the hang of sales much quicker than if you're asking for money upfront from a client, and reading a few books on writing copy.
Rezbi: Hmm. Sort of like putting a gun to your head, as John Carlton would say, but in a commission only sales job?
Jessalynn: Exactly!
Rezbi: I see what you mean.
Jessalynn: I tell everyone who comes to me for tutoring to go get a job selling cars first, lol. High-pressure, and no sales means no money.
Rezbi: Good advice.
Jessalynn: Hmm… Come to think of it… I lose a lot of mentorees that way They're all used car salesmen now (scratches head).
Rezbi: And I agree as I feel as lot of what I do now is influenced by the fact that I've been in a few sales jobs and taken a few sales courses.
Jessalynn: Exactly.
Rezbi: Just going back to the processes, how and when do you decide when your copy is good enough to go?
Jessalynn: Ok, well… once I've let it stew a bit, I'll actually sit down and write the whole piece in one fell swoop. At least I usually can. Then I'll go back over a few times to edit for clarity… Then… And this is important… I have a select few trusted sources that I have read it… tear it to shreds. Often. And not very nicely either. Lol.
Rezbi: Like we're planning to do now? And, in fact, actually doing with a particular copy?
Jessalynn: Pretty much. That's why I'm such a big fan of the CRIT system — because it works.
Rezbi: Yup. Tell me a little more about the CRIT system, as you understand it.
Jessalynn: Ah… okay. Well… the crit system is basically when you have a person, or group of people, who are educated about sales and such. You take a piece to them after you think you're finished, and they look at it with fresh eyes to show you the weak points… the things that don't quite resonate… that's about it, Rez. Once they've all had a crack at it, you sit down and rework those areas that weren't strong enough
Rezbi: Sounds like you've got a pretty good system there. Would you show the copy to untrained people at all?
Jessalynn: Absolutely! Untrained people are great to have in your crit network, especially if they're a part of your target audience…
Rezbi: Why do they have to be a part of your target audience?
Jessalynn: Then it's even better because you can get an honest reaction from someone who's eventually going to be receiving your piece… they don't have to be, but it is always nice to get an unbiased opinion form someone who is, PRIOR to a mailing.
Rezbi: I suppose your target audience would also take the time to read it?
Jessalynn: Well… that's certainly what we hope for If they don't, then we haven't done our job. If I hand someone who should be in my target market a piece of copy and they can't get past the first paragraph… it's back to square one
Rezbi: When you start a project, what do you look for in the product itself?
Jessalynn: First and foremost, a product or service HAS to deliver what they want me to promise. Period.
Rezbi: So, no messing around and conning the prospect?
Jessalynn: Nope. None at all.
Rezbi: That's nice to know.
Jessalynn: I don't like hype. Ever. It's one thing to show enthusiasm for a product that really IS superior…
Rezbi: absolutely.
Jessalynn: And I love being able to do that… But if you've got an inferior product, I'm going to tell you so. I'll suggest how to improve it… and if you do, then I'll happily write about it.
Rezbi: Do you stick with a particular market?
Jessalynn: You know, I keep hearing that we're supposed to; but I don't. I tried that for a while… with the health industry… But there are only so many times you can write about the latest cure for this that or the other before you get bored.
Rezbi: So you find it easier to be open?
Jessalynn: I do. I enjoy it really. And it gives me more versatility.
Rezbi: Jack of all trades, huh?
Jessalynn: Yup. Because a lot of times you can cross promote two different clients and boost both of their marketing budgets.
Rezbi: True
Jessalynn: I find it more interesting, that's for sure.
Rezbi: Tell me how you handle failures. Assuming you have any, of course.
Jessalynn: Lol, ALL the time. Okay… maybe not ALL the time…
Rezbi: How do you get through these?
Jessalynn: Well… at first, they were hard.
Rezbi: Uhuh
Jessalynn: Now, I don't necessarily view my failures as failures… Sort of what Edison said…
Rezbi: More as steps to success?
Jessalynn: Right! He didn't fail so much as he found several ways that didn't work.
You have to fail once in a while to truly learn what does and doesn't work.
And what works for one client, may bomb with the next.
Rezbi: True. Do you get writer's block?
Jessalynn: Erm… erm… erm… only occasionally
Rezbi: Lol
Jessalynn: Lol. But I find that random word lists and associations help
Rezbi: What do you mean?
Jessalynn: I actually go through a lot of notebooks when I get writer's block. I'll sit down with a pen and some real paper (you remember that stuff don't you?:) )… And I just start writing. Any words that come to mind. Odd words. Just random thoughts. In fact, a lot of times, something as simple as writing a grocery list can break the block. Eventually those random words and thoughts start to become coherent and you can sit down and write again. Plus, I try to keep a few open projects going at once, so if I get stuck on one, I can switch.
Rezbi: I used to hear that quite a lot as I was learning to write early on, not necessarily copywriting.
Jessalynn: Right! It's an old trick they used to teach in creative writing classes.
Rezbi: What would you say gives you the ability to write winners?
Jessalynn: Oh wow… never been asked that before…
Rezbi: There's always a first time, huh?
Jessalynn: Lol, yeah. I'd say it's my ability to analyse things, to be honest…
Rezbi: Go on…
Jessalynn: I tend to be very analytical… so when I'm doing my research, I pick up on a lot of nuances that perhaps others might miss. Little things, like a word a particular demographic may relate to better than another
Rezbi: You sound like an engineer.
Jessalynn: Lol, well, in a way we are.
Rezbi: I guess
Jessalynn: We're "Word Engineers"
Rezbi: You gonna patent that?
Jessalynn: Lol, I should, huh?
Rezbi: That's good. I like that. I mentioned earlier that we seem to have a lot in common…
Jessalynn: Yup. Which is nice when it comes to bouncing ideas like this. See how productive I've become? Lol
Rezbi: Yup. You mentioned creative writing classes. I was a pretty good creative writer.
Jessalynn: I've noticed. You're style lends itself to more creative than sales at times. Which isn't a bad thing. I should say, your style lends itself less to technical writing, and more to creative.
Rezbi: Maybe. Been meaning to write a book sometime.
Jessalynn: You should! I know you'd sell at least one copy. Lol.
Rezbi: Can't afford it. Copywriting pays more, as you know.
Jessalynn: True.
Jessalynn: Which is why most authors don't become famous until after they're dead, lol, like artists.
Rezbi: Lol. True.
Jessalynn: But your newer style of writing would certainly make you a hit on the bookshelves.
Rezbi: Aw shucks. What would you say was the best thing you ever did to increase your income as a copywriter?
Jessalynn: Learning how to leverage the internet.
Rezbi: How so?
Jessalynn: We didn't have it when I started (God that makes me sound old, lol)
Rezbi: 'Nuff with the ageism. Lol
Jessalynn: I can now work with clients all over the world, instead of just in my own backyard… it's not only expanded my income, but the types of companies I've been able to write for as well. And it's made me privy to some great companies which want to expand into a Western market… and I'll get to be a part of that.
Rezbi: Would you say it's the best 'job' you've ever had?
Jessalynn: Oh without a doubt! I was never a very good "employee"… so being able to be an integral part of the process of building a company works out a lot better for me,
Rezbi: I noticed on your site, The Voice Of Copy, you also do copy coaching… how did that come about?
Jessalynn: Coaching actually came about by accident as well… seems that happens to me a lot…
Rezbi: Nice accidents, though.
Jessalynn: Absolutely! I started off with a few folks who couldn't understand why I never went to work anywhere… when I explained to them what I did for a living, they wanted to learn… It just sort of went from there
Rezbi: Wow. That's pretty cool.
Jessalynn: And it's a relatively new phenomenon for me too. I only started coaching a few years ago, so it's been really great to see them come along.
Rezbi: Well, you seem to be good at it.
Jessalynn: Thanks. (blush)
Rezbi: You're also very good at motivating people… I can say that from personal experience.
Jessalynn: Well thanks, Rezbi… I think we get enough criticism in this industry, don't you? If we don't try to motivate each other at least ONCE in a while, too many good copywriters would quit.
Rezbi: Did you see my email?
Jessalynn: I did, thank you
Rezbi: Well, I think that ought to go on your site. That's my testimonial
Jessalynn: It will… trust me.
Jessalynn: Which is just a phenomenal success, Rez :), and I do appreciate it.
Rezbi: Believe me; I appreciate it more… about 500% more. Lol.
Jessalynn: Lol. Gotta love that ROI
Rezbi: It's getting there.
Jessalynn: It'll get there… your new style is so much more conversational - not that you weren't always a pleasure to read - but I think you're going to find a much better response all the way around now.
Rezbi: Thank you. Oh, did I mention, I booked myself on the System seminar this November.
Ken McCarthy's upcoming System Intensive in London, UK November 15 & 16. For more details, click here System Intensive.
Jessalynn: I think you mentioned that… once or twice
Rezbi: Sorry… it's my first seminar. (beaming from ear to ear)
Jessalynn: Lol, no worries. I'm proud of ya big time. I'm sure we'll all get to hear a lot more about it as time gets closer, too
Rezbi: Lol. So, would you like to leave us with a few words of wisdom for up and coming copywriters?
Jessalynn: Hmm… how many do I get? Lol.
Rezbi: The floor's yours.
Jessalynn: Seriously?
One: Don't waste money on high-priced copy courses. Buy a few books on marketing and advertising (think about the authors I mentioned earlier). You'll get a much better education.
Rezbi: That's good advice
Jessalynn: Two: Find a mentor. Someone who isn't afraid to tell you when you suck. and who can praise you when you get it right…and Three: Don't over-think it. It doesn't have to be perfectly written, just perfect for the target reader. That's it I think. Lol.
Rezbi: Pretty succinct. Advice to live by, I think. I particularly think point two is very important if you want to 'get there' quicker
Jessalynn: Absolutely. I didn't get so lucky… as I said, I didn't even know what I did had a name, lol. But today, you can find mentors readily available most everywhere you look.
Rezbi: And, you can get just what you need here Copywriting Coaching Program.
Jessalynn: You know Rezbi… you're the first person to interview me… ever.
Rezbi: There's always a first time, eh?
Jessalynn: Yup.
Rezbi: JV. That's what it's all about.
Jessalynn: Absolutely.
Rezbi: It doesn't have to be just about selling products.
Jessalynn: Exactly. It's about giving what you can when you can. It's about helping each other, knowledge, etc.
Jessalynn: Well hey Rez… much as I hate to… I need to get off here and go make tea for the little guy :).
Rezbi: Yeah, you do that. That was a good interview. Thanks.
Jessalynn: Thank you! That was really neat!
Confessions of A Self Made Direct Marketing Multi-Millionaire. The Jim Straw Interview - Part 1
Jim Straw has been in business since before most of us were born.
He's the guy Dan Kennedy called, "… one of the 'quiet giants,' a fellow I've watched and learned from since I was in short pants …"
Rather than give a long drawn-out introduction, I'm going to let my guest tell you about himself and why you should listen to what he has to say, so we'll get straight to it.
Rezbi: Let’s begin by having you tell us a little bit about your background, your family life, childhood, growing up.
Jim Straw: As the eldest son of a farmer/aircraft worker, born in Oklahoma and reared on farms in Oklahoma, Missouri, and Kansas, I began my long, successful career in business at the age of nine; when I sold my first cans of Cloverleaf Salve and copies of "GRIT" newspaper. Even at that early age, I had the unique talent of recognizing an opportunity, implementing a plan, and making a profit.
My career has progressed through direct selling, service contracting, wholesale merchandising, entertainment (he was a professional Trumpet player, vocalist & Radio Announcer), freight forwarding, import/export, retail merchandising, warehousing, real estate, electronics manufacturing, finder's fees, closeout merchandising, financial brokerage, business consulting, steel fabrication, gold & coal mining, offshore banking, mailorder, writing, and publishing.
Over the past 37 years, I have written well over 700 books, booklets, manuals, reports, courses and articles about doing business — all based on my own personal, hands-on experience. My writings are "specific" methods, techniques and approaches to doing business that anyone can use to start or expand their business.
As a mailorder marketer…with over 700,000 customers worldwide … I have sold over four-hundred million dollars ($400,000,000) worth of products and services by mail. Everything from Beauty Supplies to Heavy Equipment … Burglar Alarms to Sleeping Bags … Fishing Lures to Women's Wigs … Automobiles to Wheelchairs … Investment Opportunities to Seafood … Consulting Services to "How To" Courses.
As a member of "Mensa," with a lifetime of proven success in marketing, I identify myself as a "Marketing Genius."
REZBI: Care to elaborate a little on the background of your parents and any siblings?
JIM STRAW: Not much to tell. My parents were middle class working people. Gainfully empolyed all their lives. They instilled in me and my siblings a sound work ethic.
As my Daddy once told me, "There are 3 way to make money. Steal it. Beg for it. Or, work for it. If you steal or beg, I'll beat the hell out of you." My only option was to work for it.
I had 2 brothers and 2 sisters … all younger.
Of the 5, I am the only one to venture into business. My Mother often asked my Wife, "When is Jim going go get a job." — When I told her I had bought a bank, her response was, "Don't be silly. People don't own banks."
REZBI: That's a very funny story about you father… and sage "advice" as far as I'm concerned. Also, you can't blame your mother for thinking like that… I mean, how many people DO buy banks?
Tell me about your background in education. Did you have any formal education/qualifications and, if so, how much?
JIM STRAW: I graduated from High School. Went off to college with a double major; Music and Mathematics.
Quit college my sophomore year when the Dean of Men discovered that I owned and operated a couple businesses off-campus and was making more money than the tenured professors. His advise was for me to "Go do what you are already doing and hire those we graduate."
REZBI: Gosh. Sounds like the Dean had a wise head on his shoulders. Certainly not constrained by academic bigotry (if that makes sense).
What were those couple of businesses you were operating at the time?
JIM STRAW: I owned a doughnut shop 1 block off-campus and the RevereWare sales territory.
REZBI: From the sounds of things, would it be safe to say you were pretty successful with those?
JIM STRAW: Musta been. The Dean of Men said I was making more that the professors.
REZBI: Would you say you were self-taught in business or were there many influences in your life?
JIM STRAW: Self-taught … spending thousands of hours in the public library - and - listening to old business men who enjoyed talking with a young entrepreneur.
REZBI: Who did you read and converse with? Anyone in particular?
Or, better stated, who would you say influenced you most in print?
JIM STRAW: I didn't read any particular author. I just read everything and anything I could find about doing business.
Unfortunately, most beginners fail to study the fundamentals of business. They are forever disappointed because business doesn't work the way they have imagined it, or, worse yet, the way some con-man told them it did.
REZBI: Have to agree with you there — I fell into the same trap myself… more than once… and it cost me literally thousands.
Now, would I be correct in assuming you've never been employed by someone else? That you've always worked for yourself?
JIM STRAW: In my younger years, I often held "jobs" while looking for opportunities or to support my start-ups.
I've worked as a shoe salesman in a shoe store; backup musician (trumpet player); jowl cutter in a meat packing plant; wrangler on a number of ranches; dredger in an oil tank farm; radio announcer/disc jockey; and a wide variety of other sales jobs.
Of course, I've always been employed by my thousands of customers.
REZBI: Looks like you've had quite a varied working life. A lot like myself.
I suppose that can be good, especially in something like copywriting, which I've noticed you're very good at.
In fact, that would be an understatement.
Would you say your background has made you a better marketer and copywriter?
JIM STRAW: Not really. I just write as if I were talking directly to you.
REZBI: Would you say your writing has improved over the years through experience, or was it always up to that standard?
And, if you feel it has improved, in what way?
JIM STRAW: Of course it has improved. Anything you can do today, you will do better the more you do it.
I have learned to anticipate what my readers may be asking themselves and answer their questions before they ask them.
REZBI: Okay, Jim, let's get down to the nitty gritty.
With the life and successes you've had, there just HAS to be more.
I mean, let's face it, the average Joe would fill a mountain of books if he put his entire life in print.
You, obviously, are not average.
I mean, how many people in the world just buy banks?
Dan Kennedy, of all people, has called you:
"one of the 'quiet giants… a fellow I've watched and learned from since I was in short pants …"
You don't get an endorsement like that by having an ordinary life.
Tell us something you've never mentioned before, something funny, something amazing… something our readers can really get their teeth into.
I don't know, maybe the President called you for advice and you blew him off because you were too busy… anything.
JIM STRAW: As I told Dan, "If I had known he was watching in short pants, I would have pointed and giggled."
Hmmm … something I have never mentioned before? — Well, I am ambidextrous. I do almost everthing as well with my Left hand as I do with my Right hand. — Does that count?
Beyond that, I type over 140 words per minute … with proper (or improper) capitalization and punctuation.
REZBI: Okay, I guess I should have been more clear (didn't realise you were a funny guy )… I kinda meant something in business. Something our readers might find amazing, amusing and maybe even useful.
Tell us how you went about buying huge businesses, etc., such as a bank.
JIM STRAW: Okay … now I get it.
Back in the early 80s I went to New York City to discuss some business ideas with some other entrepreneurs. — I was early and found myself in a magnificent office building before anyone had arrived in their offices.
Attempting to light a cigarette … it was legal back then … I discovered that my lighter was out of fluid and I had no matches. The only person in the building was the janitor, so I asked him for a light and he obliged. — After lighting my cigarette, the janitor decided to join me in a smoke and we struck up a conversation.
After I told him about some of my business dealings, he made the comment, "What we really need is …… "
That simple comment made over $16 Million for me over the next 5 years.
One of my success secrets is that I "listen" … no matter who is talking; from Fortune 100 CEO to janitor.
By the way, I have NEVER bought any "huge" or even "big" businesses. I have always bought smaller businesses and made them big - but - don't ask me which ones. I don't think the current owners would appreciate it since most of them have taken the "big" business I sold them and made the business "small" again.
REZBI: Now THAT… is a story.
I think, even though most of us know it, the majority don't listen, hence we miss the opportunities. And for those of us who do listen, we recognise the opportunities but do nothing with because, as someone once said, opportunity is "usually disguised as hard work".
One thing I realised in consulting was that you pretty much don't have to do any work at all. Just walk around the shop floor and ask everyone else how they'd improve things.
And, somewhere among those questions and answers, will be the solution to the problem.
And, as you found out, there may be further opportunities.
I'd like to ask you, if I may, about your course "You Can Be A Millionaire In One-Year Or Less!" How did that come about and can you tell us a little more about it than you already have on the site?
JIM STRAW: Over the years, through my writings, I have taught a multitude of business people (many of them became millionaires) how to make money doing the various things I had done - but - there was one big "secret" that I had never shared with anyone because my friend and I had promised each other we simply wouldn't tell anyone (except our kids and grandkids, of course).
My friend … not totally retired … released me from the promise and I began writing down all of the elements of what we had been doing; including details about how and "why" we did it that way. It took over 2 months to just write it down.
Back in the day, I could have (and did) make tons of money working just 4 or 5 hours each week - but - I have never been able to abide wasted/leisure time so, while I was making tons of money in just a few hours each week, I was wheeling and dealing doing other "real" businesses. — Some of those other businesses lead to me writing about them as well.
Some other businesses happened by accident … like the one I tell about in my Snooper Report — http://www.businesslyceum.com/snooper.html
After I wrote the manuscript for "You Can Be A Millionaire … " it was my intention to use it to form and train a new "group" of young(er), aggressive entrepreneurs and participate with them in deals worldwide - but - at my age, I simply didn't need the activity - and - since I don't do telephones anymore (too hard of hearing), I just couldn't do it.
By the way, what I teach in my 'Be A Millionaire' course works everywhere in the world. You may read testimonials from Spain and England on the sales page … http://www.businesslyceum.com/BeAMillionaire.html
Someone recently asked me, "If it's so profitable, why not just do it yourself, instead of writing about it?" — Well, I HAVE for over 50 years (even now, I do a couple good deals each year) - but - why do mathematicians write math books? Why do Medical Doctors publish their methods? Why do Plumbers, Electricians, Composer, Architects, and even Hobbyists write handbooks and instruction manuals? — We write down our methods for the younger generations, so they won't have to learn for themselves how it's done, as we did, by trial and error.
To be continuted…
Jim Straw: The Greatest Marketer You've Never Heard Of - Part 1
Jim Straw has been in business since before most of us were born.
Rather than give a long drawn-out introduction, I'm going to let my guest tell you about himself and why you should listen to what he has to say, so we'll get straight to it.
Rezbi: Let’s begin by having you tell us a little bit about your background, your family life, childhood, growing up.
Jim Straw: As the eldest son of a farmer/aircraft worker, born in Oklahoma and reared on farms in Oklahoma, Missouri, and Kansas, I began my long, successful career in business at the age of nine; when I sold my first cans of Cloverleaf Salve and copies of "GRIT" newspaper. Even at that early age, I had the unique talent of recognizing an opportunity, implementing a plan, and making a profit.
My career has progressed through direct selling, service contracting, wholesale merchandising, entertainment (he was a professional Trumpet player, vocalist & Radio Announcer), freight forwarding, import/export, retail merchandising, warehousing, real estate, electronics manufacturing, finder's fees, closeout merchandising, financial brokerage, business consulting, steel fabrication, gold & coal mining, offshore banking, mailorder, writing, and publishing.
Over the past 37 years, I have written well over 700 books, booklets, manuals, reports, courses and articles about doing business -- all based on my own personal, hands-on experience. My writings are "specific" methods, techniques and approaches to doing business that anyone can use to start or expand their business.
As a mailorder marketer...with over 700,000 customers worldwide ... I have sold over four-hundred million dollars ($400,000,000) worth of products and services by mail. Everything from Beauty Supplies to Heavy Equipment ... Burglar Alarms to Sleeping Bags ... Fishing Lures to Women's Wigs ... Automobiles to Wheelchairs ... Investment Opportunities to Seafood ... Consulting Services to "How To" Courses.
As a member of "Mensa," with a lifetime of proven success in marketing, I identify myself as a "Marketing Genius."
REZBI: Care to elaborate a little on the background of your parents and any siblings?
JIM STRAW: Not much to tell. My parents were middle class working people. Gainfully empolyed all their lives. They instilled in me and my siblings a sound work ethic.
As my Daddy once told me, "There are 3 way to make money. Steal it. Beg for it. Or, work for it. If you steal or beg, I'll beat the hell out of you." My only option was to work for it.
I had 2 brothers and 2 sisters ... all younger.
Of the 5, I am the only one to venture into business. My Mother often asked my Wife, "When is Jim going go get a job." -- When I told her I had bought a bank, her response was, "Don't be silly. People don't own banks."
REZBI: That's a very funny story about you father... and sage "advice" as far as I'm concerned. Also, you can't blame your mother for thinking like that... I mean, how many people DO buy banks? :)
Tell me about your background in education. Did you have any formal education/qualifications and, if so, how much?
JIM STRAW: I graduated from High School. Went off to college with a double major; Music and Mathematics.
Quit college my sophomore year when the Dean of Men discovered that I owned and operated a couple businesses off-campus and was making more money than the tenured professors. His advise was for me to "Go do what you are already doing and hire those we graduate."
REZBI: Gosh. Sounds like the Dean had a wise head on his shoulders. Certainly not constrained by academic bigotry (if that makes sense).
What were those couple of businesses you were operating at the time?
JIM STRAW: I owned a doughnut shop 1 block off-campus and the RevereWare sales territory.
REZBI: From the sounds of things, would it be safe to say you were pretty successful with those?
JIM STRAW: Musta been. The Dean of Men said I was making more that the professors.
REZBI: Would you say you were self-taught in business or were there many influences in your life?
JIM STRAW: Self-taught ... spending thousands of hours in the public library - and - listening to old business men who enjoyed talking with a young entrepreneur.
REZBI: Who did you read and converse with? Anyone in particular?
Or, better stated, who would you say influenced you most in print?
JIM STRAW: I didn't read any particular author. I just read everything and anything I could find about doing business.
Unfortunately, most beginners fail to study the fundamentals of business. They are forever disappointed because business doesn't work the way they have imagined it, or, worse yet, the way some con-man told them it did.
REZBI: Have to agree with you there -- I fell into the same trap myself... more than once... and it cost me literally thousands.
Now, would I be correct in assuming you've never been employed by someone else? That you've always worked for yourself?
JIM STRAW: In my younger years, I often held "jobs" while looking for opportunities or to support my start-ups.
I've worked as a shoe salesman in a shoe store; backup musician (trumpet player); jowl cutter in a meat packing plant; wrangler on a number of ranches; dredger in an oil tank farm; radio announcer/disc jockey; and a wide variety of other sales jobs.
Of course, I've always been employed by my thousands of customers.
REZBI: Looks like you've had quite a varied working life. A lot like myself.
I suppose that can be good, especially in something like copywriting, which I've noticed you're very good at.
In fact, that would be an understatement.
Would you say your background has made you a better marketer and copywriter?
JIM STRAW: Not really. I just write as if I were talking directly to you.
REZBI: Would you say your writing has improved over the years through experience, or was it always up to that standard?
And, if you feel it has improved, in what way?
JIM STRAW: Of course it has improved. Anything you can do today, you will do better the more you do it.
I have learned to anticipate what my readers may be asking themselves and answer their questions before they ask them.
REZBI: Okay, Jim, let's get down to the nitty gritty.
With the life and successes you've had, there just HAS to be more.
I mean, let's face it, the average Joe would fill a mountain of books if he put his entire life in print.
You, obviously, are not average.
I mean, how many people in the world just buy banks?
Dan Kennedy, of all people, has called you, "one of the 'quiet giants,', a "fellow I've watched and learned from since I was in short pants ...""
You don't get an endorsement like that by having an ordinary life.
Tell something you've never mentioned before, something funny, something amazing... something our readers can really get their teeth into.
I don't know, maybe the President called you for advice and you blew him off because you were too busy... anything.
JIM STRAW: As I told Dan, "If I had known he was watching in short pants, I would have pointed and giggled."
Hmmm ... something I have never mentioned before? -- Well, I am ambidextrous. I do almost everthing as well with my Left hand as I do with my Right hand. -- Does that count?
Beyond that, I type over 140 words per minute ... with proper (or improper) capitalization and punctuation.
REZBI: Okay, I guess I should have been more clear (didn't realise you were a funny guy :-) )... I kinda meant something in business. Something our readers might find amazing, amusing and maybe even useful.
Tell us how you went about buying huge businesses, etc., such as a bank.
JIM STRAW: Okay ... now I get it.
Back in the early 80s I went to New York City to discuss some business ideas with some other entrepreneurs. -- I was early and found myself in a magnificent office building before anyone had arrived in their offices.
Attempting to light a cigarette ... it was legal back then ... I discovered that my lighter was out of fluid and I had no matches. The only person in the building was the janitor, so I asked him for a light and he obliged. -- After lighting my cigarette, the janitor decided to join me in a smoke and we struck up a conversation.
After I told him about some of my business dealings, he made the comment, "What we really need is ...... "
That simple comment made over $16 Million for me over the next 5 years.
One of my success secrets is that I "listen" ... no matter who is talking; from Fortune 100 CEO to janitor.
By the way, I have NEVER bought any "huge" or even "big" businesses. I have always bought smaller businesses and made them big - but - don't ask me which ones. I don't think the current owners would appreciate it since most of them have taken the "big" business I sold them and made the business "small" again.
REZBI: Now THAT... is a story.
I think, even though most of us know it, the majority don't listen, hence we miss the opportunities. And for those of us who do listen, we recognise the opportunities but do nothing with because, as someone once said, opportunity is "usually disguised as hard work".
One thing I realised in consulting was that you pretty much don't have to do any work at all. Just walk around the shop floor and ask everyone else how they'd improve things.
And, somewhere among those questions and answers, will be the solution to the problem.
And, as you found out, there may be further opportunities.
I'd like to ask you, if I may, about your course "You Can Be A Millionaire In One-Year Or Less!" How did that come about and can you tell us a little more about it than you already have on the site?
JIM STRAW: Over the years, through my writings, I have taught a multitude of business people (many of them became millionaires) how to make money doing the various things I had done - but - there was one big "secret" that I had never shared with anyone because my friend and I had promised each other we simply wouldn't tell anyone (except our kids and grandkids, of course).
My friend ... not totally retired ... released me from the promise and I began writing down all of the elements of what we had been doing; including details about how and "why" we did it that way. It took over 2 months to just write it down.
Back in the day, I could have (and did) make tons of money working just 4 or 5 hours each week - but - I have never been able to abide wasted/leisure time so, while I was making tons of money in just a few hours each week, I was wheeling and dealing doing other "real" businesses. -- Some of those other businesses lead to me writing about them as well.
Some other businesses happened by accident ... like the one I tell about in my Snooper Report -- http://www.businesslyceum.com/snooper.html
After I wrote the manuscript for "You Can Be A Millionaire ... " it was my intention to use it to form and train a new "group" of young(er), aggressive entrepreneurs and participate with them in deals worldwide - but - at my age, I simply didn't need the activity - and - since I don't do telephones anymore (too hard of hearing), I just couldn't do it.
By the way, what I teach in my 'Be A Millionaire' course works everywhere in the world. You may read testimonials from Spain and England on the sales page ... http://www.businesslyceum.com/BeAMillionaire.html
Someone recently asked me, "If it's so profitable, why not just do it yourself, instead of writing about it?" -- Well, I HAVE for over 50 years (even now, I do a couple good deals each year) - but - why do mathematicians write math books? Why do Medical Doctors publish their methods? Why do Plumbers, Electricians, Composer, Architects, and even Hobbyists write handbooks and instruction manuals? -- We write down our methods for the younger generations, so they won't have to learn for themselves how it's done, as we did, by trial and error.
To be continuted...
He's the guy Dan Kennedy called, "... one of the 'quiet giants,' a fellow I've watched and learned from since I was in short pants ..."
Rather than give a long drawn-out introduction, I'm going to let my guest tell you about himself and why you should listen to what he has to say, so we'll get straight to it.
Rezbi: Let’s begin by having you tell us a little bit about your background, your family life, childhood, growing up.
Jim Straw: As the eldest son of a farmer/aircraft worker, born in Oklahoma and reared on farms in Oklahoma, Missouri, and Kansas, I began my long, successful career in business at the age of nine; when I sold my first cans of Cloverleaf Salve and copies of "GRIT" newspaper. Even at that early age, I had the unique talent of recognizing an opportunity, implementing a plan, and making a profit.
My career has progressed through direct selling, service contracting, wholesale merchandising, entertainment (he was a professional Trumpet player, vocalist & Radio Announcer), freight forwarding, import/export, retail merchandising, warehousing, real estate, electronics manufacturing, finder's fees, closeout merchandising, financial brokerage, business consulting, steel fabrication, gold & coal mining, offshore banking, mailorder, writing, and publishing.
Over the past 37 years, I have written well over 700 books, booklets, manuals, reports, courses and articles about doing business -- all based on my own personal, hands-on experience. My writings are "specific" methods, techniques and approaches to doing business that anyone can use to start or expand their business.
As a mailorder marketer...with over 700,000 customers worldwide ... I have sold over four-hundred million dollars ($400,000,000) worth of products and services by mail. Everything from Beauty Supplies to Heavy Equipment ... Burglar Alarms to Sleeping Bags ... Fishing Lures to Women's Wigs ... Automobiles to Wheelchairs ... Investment Opportunities to Seafood ... Consulting Services to "How To" Courses.
As a member of "Mensa," with a lifetime of proven success in marketing, I identify myself as a "Marketing Genius."
REZBI: Care to elaborate a little on the background of your parents and any siblings?
JIM STRAW: Not much to tell. My parents were middle class working people. Gainfully empolyed all their lives. They instilled in me and my siblings a sound work ethic.
As my Daddy once told me, "There are 3 way to make money. Steal it. Beg for it. Or, work for it. If you steal or beg, I'll beat the hell out of you." My only option was to work for it.
I had 2 brothers and 2 sisters ... all younger.
Of the 5, I am the only one to venture into business. My Mother often asked my Wife, "When is Jim going go get a job." -- When I told her I had bought a bank, her response was, "Don't be silly. People don't own banks."
REZBI: That's a very funny story about you father... and sage "advice" as far as I'm concerned. Also, you can't blame your mother for thinking like that... I mean, how many people DO buy banks? :)
Tell me about your background in education. Did you have any formal education/qualifications and, if so, how much?
JIM STRAW: I graduated from High School. Went off to college with a double major; Music and Mathematics.
Quit college my sophomore year when the Dean of Men discovered that I owned and operated a couple businesses off-campus and was making more money than the tenured professors. His advise was for me to "Go do what you are already doing and hire those we graduate."
REZBI: Gosh. Sounds like the Dean had a wise head on his shoulders. Certainly not constrained by academic bigotry (if that makes sense).
What were those couple of businesses you were operating at the time?
JIM STRAW: I owned a doughnut shop 1 block off-campus and the RevereWare sales territory.
REZBI: From the sounds of things, would it be safe to say you were pretty successful with those?
JIM STRAW: Musta been. The Dean of Men said I was making more that the professors.
REZBI: Would you say you were self-taught in business or were there many influences in your life?
JIM STRAW: Self-taught ... spending thousands of hours in the public library - and - listening to old business men who enjoyed talking with a young entrepreneur.
REZBI: Who did you read and converse with? Anyone in particular?
Or, better stated, who would you say influenced you most in print?
JIM STRAW: I didn't read any particular author. I just read everything and anything I could find about doing business.
Unfortunately, most beginners fail to study the fundamentals of business. They are forever disappointed because business doesn't work the way they have imagined it, or, worse yet, the way some con-man told them it did.
REZBI: Have to agree with you there -- I fell into the same trap myself... more than once... and it cost me literally thousands.
Now, would I be correct in assuming you've never been employed by someone else? That you've always worked for yourself?
JIM STRAW: In my younger years, I often held "jobs" while looking for opportunities or to support my start-ups.
I've worked as a shoe salesman in a shoe store; backup musician (trumpet player); jowl cutter in a meat packing plant; wrangler on a number of ranches; dredger in an oil tank farm; radio announcer/disc jockey; and a wide variety of other sales jobs.
Of course, I've always been employed by my thousands of customers.
REZBI: Looks like you've had quite a varied working life. A lot like myself.
I suppose that can be good, especially in something like copywriting, which I've noticed you're very good at.
In fact, that would be an understatement.
Would you say your background has made you a better marketer and copywriter?
JIM STRAW: Not really. I just write as if I were talking directly to you.
REZBI: Would you say your writing has improved over the years through experience, or was it always up to that standard?
And, if you feel it has improved, in what way?
JIM STRAW: Of course it has improved. Anything you can do today, you will do better the more you do it.
I have learned to anticipate what my readers may be asking themselves and answer their questions before they ask them.
REZBI: Okay, Jim, let's get down to the nitty gritty.
With the life and successes you've had, there just HAS to be more.
I mean, let's face it, the average Joe would fill a mountain of books if he put his entire life in print.
You, obviously, are not average.
I mean, how many people in the world just buy banks?
Dan Kennedy, of all people, has called you, "one of the 'quiet giants,', a "fellow I've watched and learned from since I was in short pants ...""
You don't get an endorsement like that by having an ordinary life.
Tell something you've never mentioned before, something funny, something amazing... something our readers can really get their teeth into.
I don't know, maybe the President called you for advice and you blew him off because you were too busy... anything.
JIM STRAW: As I told Dan, "If I had known he was watching in short pants, I would have pointed and giggled."
Hmmm ... something I have never mentioned before? -- Well, I am ambidextrous. I do almost everthing as well with my Left hand as I do with my Right hand. -- Does that count?
Beyond that, I type over 140 words per minute ... with proper (or improper) capitalization and punctuation.
REZBI: Okay, I guess I should have been more clear (didn't realise you were a funny guy :-) )... I kinda meant something in business. Something our readers might find amazing, amusing and maybe even useful.
Tell us how you went about buying huge businesses, etc., such as a bank.
JIM STRAW: Okay ... now I get it.
Back in the early 80s I went to New York City to discuss some business ideas with some other entrepreneurs. -- I was early and found myself in a magnificent office building before anyone had arrived in their offices.
Attempting to light a cigarette ... it was legal back then ... I discovered that my lighter was out of fluid and I had no matches. The only person in the building was the janitor, so I asked him for a light and he obliged. -- After lighting my cigarette, the janitor decided to join me in a smoke and we struck up a conversation.
After I told him about some of my business dealings, he made the comment, "What we really need is ...... "
That simple comment made over $16 Million for me over the next 5 years.
One of my success secrets is that I "listen" ... no matter who is talking; from Fortune 100 CEO to janitor.
By the way, I have NEVER bought any "huge" or even "big" businesses. I have always bought smaller businesses and made them big - but - don't ask me which ones. I don't think the current owners would appreciate it since most of them have taken the "big" business I sold them and made the business "small" again.
REZBI: Now THAT... is a story.
I think, even though most of us know it, the majority don't listen, hence we miss the opportunities. And for those of us who do listen, we recognise the opportunities but do nothing with because, as someone once said, opportunity is "usually disguised as hard work".
One thing I realised in consulting was that you pretty much don't have to do any work at all. Just walk around the shop floor and ask everyone else how they'd improve things.
And, somewhere among those questions and answers, will be the solution to the problem.
And, as you found out, there may be further opportunities.
I'd like to ask you, if I may, about your course "You Can Be A Millionaire In One-Year Or Less!" How did that come about and can you tell us a little more about it than you already have on the site?
JIM STRAW: Over the years, through my writings, I have taught a multitude of business people (many of them became millionaires) how to make money doing the various things I had done - but - there was one big "secret" that I had never shared with anyone because my friend and I had promised each other we simply wouldn't tell anyone (except our kids and grandkids, of course).
My friend ... not totally retired ... released me from the promise and I began writing down all of the elements of what we had been doing; including details about how and "why" we did it that way. It took over 2 months to just write it down.
Back in the day, I could have (and did) make tons of money working just 4 or 5 hours each week - but - I have never been able to abide wasted/leisure time so, while I was making tons of money in just a few hours each week, I was wheeling and dealing doing other "real" businesses. -- Some of those other businesses lead to me writing about them as well.
Some other businesses happened by accident ... like the one I tell about in my Snooper Report -- http://www.businesslyceum.com/snooper.html
After I wrote the manuscript for "You Can Be A Millionaire ... " it was my intention to use it to form and train a new "group" of young(er), aggressive entrepreneurs and participate with them in deals worldwide - but - at my age, I simply didn't need the activity - and - since I don't do telephones anymore (too hard of hearing), I just couldn't do it.
By the way, what I teach in my 'Be A Millionaire' course works everywhere in the world. You may read testimonials from Spain and England on the sales page ... http://www.businesslyceum.com/BeAMillionaire.html
Someone recently asked me, "If it's so profitable, why not just do it yourself, instead of writing about it?" -- Well, I HAVE for over 50 years (even now, I do a couple good deals each year) - but - why do mathematicians write math books? Why do Medical Doctors publish their methods? Why do Plumbers, Electricians, Composer, Architects, and even Hobbyists write handbooks and instruction manuals? -- We write down our methods for the younger generations, so they won't have to learn for themselves how it's done, as we did, by trial and error.
To be continuted...
Jessalynn Coolbaugh - The Voice Of Copy
There was an article in the New York Times in September, 2007, entitled "The Unsung Heroes Who Move Products Forward".
Now, this article seemed to highlight the fact that it is the "obscure process innovations" behind the products which make them successful.
While it would be wrong of me to discount that completely, I feel the article missed out on highlighting the importance of another aspect of the whole process... although it was mentioned once, and then ignored.
Here's what a part of that paragraph says, "...companies often spend millions to advertise and market new product designs and innovations...".
Don't get me wrong, I'm not saying marketing is the be-all and end-all.
Heck, without a good product, marketing is nothing, really.
But, without good marketing, the product can be the best in the world... and still be sitting on a shelf somewhere, gathering dust.
And, let's face it, would companies, "...spend millions to advertise and market..." if that weren't true?
Like I always said to my business students, "You can have the best product, the best outlet, the best everything... but, if no-one knows it exists, it ain't worth a penny".
With that, I want to go on to the subject of this article.
Over the last few years, we've seen a few (very few) truly great copywriters emerge, seemingly out of nowhere, to make a huge huge waves on the internet.
If you're in the industry, you'll recognise names such as Michel Fortin (he wrote the copy which made the first 'million-dollars-in-a-day'); and Ray Edwards, who literally came out of nowhere and was elevated to superstardom in the online copywriting world.
Then there's guys like John Carlton and a select few others who have been making a killing off-line for decades before venturing onto the world wide web.
All great copywriters, no doubt.
Then there are those who, while great copywriters in their own right, have kept themselves in the shadows, working quietly and making fortunes for themselves and their clients, only emerging once in a while to say a few words in place like the Copywriters Board.
One of these unsung heroes is my good friend Jessalynn Coolbaugh -- a successful copywriter and a first class copywriting coach.
Jessalyn is a direct response specialist, copywriter, and marketing consultant.
Her expertise is in helping small businesses, internet marketers, and home business owners achieve the success they deserve, by positioning them against the competition in a way that sets them apart.
She is also well-versed in both advanced direct response sales techniques; as well as in proper search engine optimisation - and able to combine the two into a powerfully unified sales tool!
Jessalynn managed to take out some time from her busy schedule to have a chat with me and tell us more about herself and her career.
I think you'll find it both interesting and educational whether you're a copywriter or fully-fledged marketer.
Rezbi: Shall we begin? Let’s begin by having you tell us a little bit about your background, your family life, childhood, growing up.
Jessalynn: Family's originally from Donegal Ireland, but moved to US when I young.
Rezbi: Uhuh.
Jessalynn: I was raised by my grandparents. Pretty typical stuff.
Rezbi: When did you move to the US?
Jessalynn: '77. Hippy years, lol. Disco. (Don’t tell, but I became a huge ABBA fan, lol).
Rezbi: lol. Would you say you were outgoing?
Jessalynn: Actually no, not even a little. I'm really quite shy.
Jessalynn: Very introverted until I get to know a person.
Jessalynn: That could be why. We sensed a kindred soul. My son's the extrovert, lol.
Rezbi: Sounds like it.
Jessalynn: Since I became a mum I've gotten much better about getting out in front of people though, so he's been a good influence.
Rezbi: Know what you mean... Not that I've become a mum.
Jessalynn: Lol. I certainly hope not.
Rezbi: You seem to still have a lot of the English spelling in your writing.
Jessalynn: Always have.
Jessalynn: Never did take to American English (tongue in cheek).
Rezbi: Don’t blame you :).
Jessalynn: I was educated in Catholic schools, and that's how we were taught both there and at home :)
Rezbi: Interesting...
Jessalynn: And you know, it's never hurt me once with my American clients.
Rezbi: I understand what you mean, about the US clients.
Rezbi: How did you get into copywriting?
Jessalynn: By complete accident actually. I was working as a press operator for a printing company...
Rezbi: Go on
Jessalynn: And a client had a flyer advert they were running... it didn't have a very strong call to action, though I didn't know what that was at the time...
Rezbi: Uhuh
Jessalynn: And I saw how to rewrite it so that it actually told potential customers what to do... you know a clear call to action is sooo important in this business.
Rezbi: So, what, it was just instinctive for you?
Jessalynn: Pretty much.
Rezbi: Would you say you're a natural?
Jessalynn: Well... I don't know about all that, but it really did come quite easy for me at first, took about 3 years before I realised there was a name for what I was doing :).
Rezbi: That's funny.
Jessalynn: That company made me their in-house copywriter, but they still called me a press operator... I was a jack-of-all-trades. Lol.
Rezbi: I heard Ken McCarthy say he was the same... He didn't realise he was doing direct marketing when he was.
Jessalynn: Yup. Its funny when you start like that. There's no real formal training for it. Then I was at the library one day, looking for books on advertising...
Rezbi: Any in particular?
Jessalynn: Hehe... that's when I discovered Ogilvy... Ogilvy On Advertising, to be exact.
Rezbi: And you were hooked, right?
Jessalynn: Yup! From that point on I soaked up everything I could get me hands on.
Rezbi: He's got a very easy style of writing, doesn't he?
Jessalynn: He does! And so many people never take the time to read him. I always loved his down to earth, matter of fact style -- "This is how it works, if you don't like it..."
Rezbi: Lol, you answered the question before I asked it. Are you psychic, too?
Jessalynn: Lol. Only sometimes :). Comes from being a mum. Just ask your wife how that one works.
Rezbi: That's some long distance mind reading.
Jessalynn: You know, I AM quite talented at multi-tasking... interviewing, talking on the phone, and reading minds all at once :)
Rezbi: Well, you are a mum.
Rezbi: Is he (Ogilvy) the only one you've read or are there others?
Jessalynn: I soak up a lot of marketing books these days... Levinson, Godin, Trout & Kennedy
Rezbi: What's the latest you've been reading?
Jessalynn: The Guerrilla series by Levinson. Excellent books. In fact, I've just finished Guerrilla Marketing Weapons for the 2nd time.
Rezbi: I remember you mentioned you're into guerrillas... The marketing I mean. Lol.
Jessalynn: Lol. Of course! you can't beat the tactics... everyone thinks you have to spend millions to get your company out there in front of people... when really it's just about getting it in front of the RIGHT people.
Rezbi: Very true. I agree. I've just recently gotten interested in it, and you peaked my interest further last time you mentioned Levinson
Jessalynn: And with the internet as a tool these days, budget is less and less of a concern for companies now: Especially with social media coming into play. I strongly suggest Guerrilla Marketing Weapons, and Guerrilla Advertising both. Oh, if you haven't read him, you must!
Rezbi: I'm still on the one you sent me.
Jessalynn: Ahhh... ok
Rezbi: Did you see my recommendation for Drayton Bird's book?
Jessalynn: No. Where? Or are you talking about what we talked about last night?
Rezbi: (Looking)
Jessalynn: Ok. By the way... love the new style of writing
Rezbi: DIRECT & DIGITAL COMMONSENSE MARKETING by Drayton Bird.
Jessalynn: Ah, ok, thanks. Just ordered it :)
Rezbi: No probs. On with the interview?
Jessalynn: But of course! You know, Rezbi... new copywriters have no idea how lucky they are to have the internet at their disposal these days...
Rezbi: Very true.
Rezbi: Tell me about your most successful copy. You don't have to say which it was, just the results
Jessalynn: Hmm... Let me think for just a second.
Rezbi: Take your time.
Jessalynn: I did a piece once, can't say who sorry (NDA), that did an 8.5% conversion on the first mailing... something like a 3500% ROI.
Rezbi: Wow, that's good.
Jessalynn: That was pretty thrilling.
Rezbi: Was that online or off?
Jessalynn: Offline. It was a business to business piece, too... so an even harder sell
Rezbi: How long did that mail for?
Jessalynn: I think about 4 years. Then they changed the program, unfortunately... so not too shabby
Rezbi: That is impressive.
Rezbi: You don't have to answer this, but how much did you get for that?
Jessalynn: You don't want to know.
Rezbi: Anything to do with monkeys?
Jessalynn: No, no monkeys. lol. I think I got about $1200 for the piece, which at the time, I thought was really good money. Terrible, isn't it?
Rezbi: Okay, not too bad for a relative beginner at the time.
Jessalynn: Exactly.
Rezbi: Good, at least it wasn't peanuts.
Jessalynn: I was proud of that cheque, and prouder of my results... lol. Now that I know about royalties though, it's a different story.
Rezbi: I can imagine. How long did it take you to write that piece?
Jessalynn: I think 3 or 4 weeks on that one. I spent a lot of time researching the market. That’s the big thing - you HAVE to know who you're selling to... otherwise the greatest letter in the world will flop.
Rezbi: True
Rezbi: How would you say you prepare before beginning each piece of work? The mental process?
Jessalynn: Now?
Rezbi: Then and now.
Jessalynn: I have a strange process these days, lol...
Rezbi: Go on...
Jessalynn: Then, it was a matter of spending countless hours in the library, and going in to talk to various business owners... heck, we even stopped folks on the street to get public opinions... now, I spend most of my research time working through contacts I've built in various industries; a bit of time on the internet to search out public opinion on forums and such... and then I walk away from the whole thing for a few days. I don't let myself consciously think about the piece.
Rezbi: Let it all stew in your head?
Jessalynn: Yup. I know how to sell... but sometimes, as copywriters, we tend to try and over-think the process... so I walk away from it, and just let it all simmer up in there for a few days.
Rezbi: What do you mean?
Jessalynn: Well... I think that copywriters, especially nowadays, are bombarded with so much info about form and function, that it's easy to forget that it's all about just selling... your grammar doesn't have to be perfect; your format doesn't have to be perfect... it just has to work for that one person you're actually trying to sell to.
Rezbi: I agree. And, let's face it; selling is what it's all about.
Jessalynn: Exactly and in fact...
Rezbi: Uhuh
Jessalynn: When most people are out buying copy courses... they should be out getting a job in sales.
Rezbi: Interesting. Care to elaborate on that?
Jessalynn: Make your paycheque depend on your saleability, and you'll get the hang of it much quicker than when it's someone else's money on the line. When the food on your table depends on whether you can sell or not - you're more likely to get the hang of sales much quicker than if you're asking for money upfront from a client, and reading a few books on writing copy.
Rezbi: Hmm. Sort of like putting a gun to your head, as John Carlton would say, but in a commission only sales job?
Jessalynn: Exactly!
Rezbi: I see what you mean.
Jessalynn: I tell everyone who comes to me for tutoring to go get a job selling cars first, lol. High-pressure, and no sales means no money.
Rezbi: Good advice.
Jessalynn: Hmm... Come to think of it... I lose a lot of mentorees that way :) They're all used car salesmen now (scratches head).
Rezbi: And I agree as I feel as lot of what I do now is influenced by the fact that I've been in a few sales jobs and taken a few sales courses.
Jessalynn: Exactly.
Rezbi: Just going back to the processes, how and when do you decide when your copy is good enough to go?
Jessalynn: Ok, well... once I've let it stew a bit, I'll actually sit down and write the whole piece in one fell swoop. At least I usually can. Then I'll go back over a few times to edit for clarity... Then... And this is important... I have a select few trusted sources that I have read it... tear it to shreds. Often. And not very nicely either. Lol.
Rezbi: Like we're planning to do now? And, in fact, actually doing with a particular copy?
Jessalynn: Pretty much. That's why I'm such a big fan of the CRIT system -- because it works.
Rezbi: Yup. Tell me a little more about the CRIT system, as you understand it.
Jessalynn: Ah... okay. Well... the crit system is basically when you have a person, or group of people, who are educated about sales and such. You take a piece to them after you think you're finished, and they look at it with fresh eyes to show you the weak points... the things that don't quite resonate... that's about it, Rez. Once they've all had a crack at it, you sit down and rework those areas that weren't strong enough
Rezbi: Sounds like you've got a pretty good system there. Would you show the copy to untrained people at all?
Jessalynn: Absolutely! Untrained people are great to have in your crit network, especially if they're a part of your target audience...
Rezbi: Why do they have to be a part of your target audience?
Jessalynn: Then it's even better because you can get an honest reaction from someone who's eventually going to be receiving your piece... they don't have to be, but it is always nice to get an unbiased opinion form someone who is, PRIOR to a mailing.
Rezbi: I suppose your target audience would also take the time to read it?
Jessalynn: Well... that's certainly what we hope for :) If they don't, then we haven't done our job. If I hand someone who should be in my target market a piece of copy and they can't get past the first paragraph... it's back to square one
Rezbi: When you start a project, what do you look for in the product itself?
Jessalynn: First and foremost, a product or service HAS to deliver what they want me to promise. Period.
Rezbi: So, no messing around and conning the prospect?
Jessalynn: Nope. None at all.
Rezbi: That's nice to know.
Jessalynn: I don't like hype. Ever. It's one thing to show enthusiasm for a product that really IS superior...
Rezbi: absolutely.
Jessalynn: And I love being able to do that... But if you've got an inferior product, I'm going to tell you so. I'll suggest how to improve it... and if you do, then I'll happily write about it.
Rezbi: Do you stick with a particular market?
Jessalynn: You know, I keep hearing that we're supposed to; but I don't. I tried that for a while... with the health industry... But there are only so many times you can write about the latest cure for this that or the other before you get bored.
Rezbi: So you find it easier to be open?
Jessalynn: I do. I enjoy it really. And it gives me more versatility.
Rezbi: Jack of all trades, huh?
Jessalynn: Yup. Because a lot of times you can cross promote two different clients and boost both of their marketing budgets.
Rezbi: True
Jessalynn: I find it more interesting, that's for sure.
Rezbi: Tell me how you handle failures. Assuming you have any, of course.
Jessalynn: Lol, ALL the time. Okay... maybe not ALL the time...
Rezbi: How do you get through these?
Jessalynn: Well... at first, they were hard.
Rezbi: Uhuh
Jessalynn: Now, I don't necessarily view my failures as failures... Sort of what Edison said...
Rezbi: More as steps to success?
Jessalynn: Right! He didn't fail so much as he found several ways that didn't work.
You have to fail once in a while to truly learn what does and doesn't work.
And what works for one client, may bomb with the next.
Rezbi: True. Do you get writer's block?
Jessalynn: Erm... erm... erm... only occasionally
Rezbi: Lol
Jessalynn: Lol. But I find that random word lists and associations help
Rezbi: What do you mean?
Jessalynn: I actually go through a lot of notebooks when I get writer's block. I'll sit down with a pen and some real paper (you remember that stuff don't you?:) )... And I just start writing. Any words that come to mind. Odd words. Just random thoughts. In fact, a lot of times, something as simple as writing a grocery list can break the block. Eventually those random words and thoughts start to become coherent and you can sit down and write again. Plus, I try to keep a few open projects going at once, so if I get stuck on one, I can switch.
Rezbi: I used to hear that quite a lot as I was learning to write early on, not necessarily copywriting.
Jessalynn: Right! It's an old trick they used to teach in creative writing classes.
Rezbi: What would you say gives you the ability to write winners?
Jessalynn: Oh wow... never been asked that before...
Rezbi: There's always a first time, huh?
Jessalynn: Lol, yeah. I'd say it's my ability to analyse things, to be honest...
Rezbi: Go on...
Jessalynn: I tend to be very analytical... so when I'm doing my research, I pick up on a lot of nuances that perhaps others might miss. Little things, like a word a particular demographic may relate to better than another
Rezbi: You sound like an engineer.
Jessalynn: Lol, well, in a way we are.
Rezbi: I guess
Jessalynn: We're "Word Engineers"
Rezbi: You gonna patent that?
Jessalynn: Lol, I should, huh?
Rezbi: That's good. I like that. I mentioned earlier that we seem to have a lot in common...
Jessalynn: Yup. Which is nice when it comes to bouncing ideas like this. See how productive I've become? Lol
Rezbi: Yup. You mentioned creative writing classes. I was a pretty good creative writer.
Jessalynn: I've noticed. You're style lends itself to more creative than sales at times. Which isn't a bad thing. I should say, your style lends itself less to technical writing, and more to creative.
Rezbi: Maybe. Been meaning to write a book sometime.
Jessalynn: You should! I know you'd sell at least one copy. Lol.
Rezbi: Can't afford it. Copywriting pays more, as you know.
Jessalynn: True.
Jessalynn: Which is why most authors don't become famous until after they're dead, lol, like artists.
Rezbi: Lol. True.
Jessalynn: But your newer style of writing would certainly make you a hit on the bookshelves.
Rezbi: Aw shucks. What would you say was the best thing you ever did to increase your income as a copywriter?
Jessalynn: Learning how to leverage the internet.
Rezbi: How so?
Jessalynn: We didn't have it when I started (God that makes me sound old, lol)
Rezbi: 'Nuff with the ageism. Lol
Jessalynn: I can now work with clients all over the world, instead of just in my own backyard... it's not only expanded my income, but the types of companies I've been able to write for as well. And it's made me privy to some great companies which want to expand into a Western market... and I'll get to be a part of that.
Rezbi: Would you say it's the best 'job' you've ever had?
Jessalynn: Oh without a doubt! I was never a very good "employee"... so being able to be an integral part of the process of building a company works out a lot better for me,
Rezbi: I noticed on your site, The Voice Of Copy, you also do copy coaching... how did that come about?
Jessalynn: Coaching actually came about by accident as well... seems that happens to me a lot...
Rezbi: Nice accidents, though.
Jessalynn: Absolutely! I started off with a few folks who couldn't understand why I never went to work anywhere... when I explained to them what I did for a living, they wanted to learn... It just sort of went from there
Rezbi: Wow. That's pretty cool.
Jessalynn: And it's a relatively new phenomenon for me too. I only started coaching a few years ago, so it's been really great to see them come along.
Rezbi: Well, you seem to be good at it.
Jessalynn: Thanks. (blush)
Rezbi: You're also very good at motivating people... I can say that from personal experience.
Jessalynn: Well thanks, Rezbi... I think we get enough criticism in this industry, don't you? If we don't try to motivate each other at least ONCE in a while, too many good copywriters would quit.
Rezbi: Did you see my email?
Jessalynn: I did, thank you :)
Rezbi: Well, I think that ought to go on your site. That's my testimonial
Jessalynn: It will... trust me.
As a side note, I just wanted to print that testimonial here so you (the reader) know what we're talking about:
Jessalynn: Which is just a phenomenal success, Rez :), and I do appreciate it.
Rezbi: Believe me; I appreciate it more... about 500% more. Lol.
Jessalynn: Lol. Gotta love that ROI
Rezbi: It's getting there.
Jessalynn: It'll get there... your new style is so much more conversational - not that you weren't always a pleasure to read - but I think you're going to find a much better response all the way around now.
Rezbi: Thank you. Oh, did I mention, I booked myself on the System seminar this November.
Jessalynn: I think you mentioned that... once or twice :)
Rezbi: Sorry... it's my first seminar. (beaming from ear to ear)
Jessalynn: Lol, no worries. I'm proud of ya big time. I'm sure we'll all get to hear a lot more about it as time gets closer, too :)
Rezbi: Lol. So, would you like to leave us with a few words of wisdom for up and coming copywriters?
Jessalynn: Hmm... how many do I get? :) Lol.
Rezbi: The floor's yours.
Jessalynn: Seriously?
One: Don't waste money on high-priced copy courses. Buy a few books on marketing and advertising (think about the authors I mentioned earlier). You'll get a much better education.
Rezbi: That's good advice
Jessalynn: Two: Find a mentor. Someone who isn't afraid to tell you when you suck. and who can praise you when you get it right...and Three: Don't over-think it. It doesn't have to be perfectly written, just perfect for the target reader. That's it I think. Lol.
Rezbi: Pretty succinct. Advice to live by, I think. I particularly think point two is very important if you want to 'get there' quicker
Jessalynn: Absolutely. I didn't get so lucky... as I said, I didn't even know what I did had a name, lol. But today, you can find mentors readily available most everywhere you look.
Rezbi: And, you can get just what you need here Copywriting Coaching Program.
Jessalynn: You know Rezbi... you're the first person to interview me... ever.
Rezbi: There's always a first time, eh?
Jessalynn: Yup.
Rezbi: JV. That's what it's all about.
Jessalynn: Absolutely.
Rezbi: It doesn't have to be just about selling products.
Jessalynn: Exactly. It's about giving what you can when you can. It's about helping each other, knowledge, etc.
Jessalynn: Well hey Rez... much as I hate to... I need to get off here and go make tea for the little guy :).
Rezbi: Yeah, you do that. That was a good interview. Thanks.
Jessalynn: Thank you! That was really neat!
Rezbi: Take care. Bye
Jessalynn: Cya later. Take care :) and try to get some sleep, eh?
Now, this article seemed to highlight the fact that it is the "obscure process innovations" behind the products which make them successful.
While it would be wrong of me to discount that completely, I feel the article missed out on highlighting the importance of another aspect of the whole process... although it was mentioned once, and then ignored.
Here's what a part of that paragraph says, "...companies often spend millions to advertise and market new product designs and innovations...".
Don't get me wrong, I'm not saying marketing is the be-all and end-all.
Heck, without a good product, marketing is nothing, really.
But, without good marketing, the product can be the best in the world... and still be sitting on a shelf somewhere, gathering dust.
And, let's face it, would companies, "...spend millions to advertise and market..." if that weren't true?
Like I always said to my business students, "You can have the best product, the best outlet, the best everything... but, if no-one knows it exists, it ain't worth a penny".
With that, I want to go on to the subject of this article.
Over the last few years, we've seen a few (very few) truly great copywriters emerge, seemingly out of nowhere, to make a huge huge waves on the internet.
If you're in the industry, you'll recognise names such as Michel Fortin (he wrote the copy which made the first 'million-dollars-in-a-day'); and Ray Edwards, who literally came out of nowhere and was elevated to superstardom in the online copywriting world.
Then there's guys like John Carlton and a select few others who have been making a killing off-line for decades before venturing onto the world wide web.
All great copywriters, no doubt.
Then there are those who, while great copywriters in their own right, have kept themselves in the shadows, working quietly and making fortunes for themselves and their clients, only emerging once in a while to say a few words in place like the Copywriters Board.
One of these unsung heroes is my good friend Jessalynn Coolbaugh -- a successful copywriter and a first class copywriting coach.
Jessalyn is a direct response specialist, copywriter, and marketing consultant.
Her expertise is in helping small businesses, internet marketers, and home business owners achieve the success they deserve, by positioning them against the competition in a way that sets them apart.
She is also well-versed in both advanced direct response sales techniques; as well as in proper search engine optimisation - and able to combine the two into a powerfully unified sales tool!
Jessalynn managed to take out some time from her busy schedule to have a chat with me and tell us more about herself and her career.
I think you'll find it both interesting and educational whether you're a copywriter or fully-fledged marketer.
Rezbi: Shall we begin? Let’s begin by having you tell us a little bit about your background, your family life, childhood, growing up.
Jessalynn: Family's originally from Donegal Ireland, but moved to US when I young.
Rezbi: Uhuh.
Jessalynn: I was raised by my grandparents. Pretty typical stuff.
Rezbi: When did you move to the US?
Jessalynn: '77. Hippy years, lol. Disco. (Don’t tell, but I became a huge ABBA fan, lol).
Rezbi: lol. Would you say you were outgoing?
Jessalynn: Actually no, not even a little. I'm really quite shy.
Jessalynn: Very introverted until I get to know a person.
Jessalynn: That could be why. We sensed a kindred soul. My son's the extrovert, lol.
Rezbi: Sounds like it.
Jessalynn: Since I became a mum I've gotten much better about getting out in front of people though, so he's been a good influence.
Rezbi: Know what you mean... Not that I've become a mum.
Jessalynn: Lol. I certainly hope not.
Rezbi: You seem to still have a lot of the English spelling in your writing.
Jessalynn: Always have.
Jessalynn: Never did take to American English (tongue in cheek).
Rezbi: Don’t blame you :).
Jessalynn: I was educated in Catholic schools, and that's how we were taught both there and at home :)
Rezbi: Interesting...
Jessalynn: And you know, it's never hurt me once with my American clients.
Rezbi: I understand what you mean, about the US clients.
Rezbi: How did you get into copywriting?
Jessalynn: By complete accident actually. I was working as a press operator for a printing company...
Rezbi: Go on
Jessalynn: And a client had a flyer advert they were running... it didn't have a very strong call to action, though I didn't know what that was at the time...
Rezbi: Uhuh
Jessalynn: And I saw how to rewrite it so that it actually told potential customers what to do... you know a clear call to action is sooo important in this business.
Rezbi: So, what, it was just instinctive for you?
Jessalynn: Pretty much.
Rezbi: Would you say you're a natural?
Jessalynn: Well... I don't know about all that, but it really did come quite easy for me at first, took about 3 years before I realised there was a name for what I was doing :).
Rezbi: That's funny.
Jessalynn: That company made me their in-house copywriter, but they still called me a press operator... I was a jack-of-all-trades. Lol.
Rezbi: I heard Ken McCarthy say he was the same... He didn't realise he was doing direct marketing when he was.
Jessalynn: Yup. Its funny when you start like that. There's no real formal training for it. Then I was at the library one day, looking for books on advertising...
Rezbi: Any in particular?
Jessalynn: Hehe... that's when I discovered Ogilvy... Ogilvy On Advertising, to be exact.
Rezbi: And you were hooked, right?
Jessalynn: Yup! From that point on I soaked up everything I could get me hands on.
Rezbi: He's got a very easy style of writing, doesn't he?
Jessalynn: He does! And so many people never take the time to read him. I always loved his down to earth, matter of fact style -- "This is how it works, if you don't like it..."
Rezbi: Lol, you answered the question before I asked it. Are you psychic, too?
Jessalynn: Lol. Only sometimes :). Comes from being a mum. Just ask your wife how that one works.
Rezbi: That's some long distance mind reading.
Jessalynn: You know, I AM quite talented at multi-tasking... interviewing, talking on the phone, and reading minds all at once :)
Rezbi: Well, you are a mum.
Rezbi: Is he (Ogilvy) the only one you've read or are there others?
Jessalynn: I soak up a lot of marketing books these days... Levinson, Godin, Trout & Kennedy
Rezbi: What's the latest you've been reading?
Jessalynn: The Guerrilla series by Levinson. Excellent books. In fact, I've just finished Guerrilla Marketing Weapons for the 2nd time.
Rezbi: I remember you mentioned you're into guerrillas... The marketing I mean. Lol.
Jessalynn: Lol. Of course! you can't beat the tactics... everyone thinks you have to spend millions to get your company out there in front of people... when really it's just about getting it in front of the RIGHT people.
Rezbi: Very true. I agree. I've just recently gotten interested in it, and you peaked my interest further last time you mentioned Levinson
Jessalynn: And with the internet as a tool these days, budget is less and less of a concern for companies now: Especially with social media coming into play. I strongly suggest Guerrilla Marketing Weapons, and Guerrilla Advertising both. Oh, if you haven't read him, you must!
Rezbi: I'm still on the one you sent me.
Jessalynn: Ahhh... ok
Rezbi: Did you see my recommendation for Drayton Bird's book?
Jessalynn: No. Where? Or are you talking about what we talked about last night?
Rezbi: (Looking)
Jessalynn: Ok. By the way... love the new style of writing
Rezbi: DIRECT & DIGITAL COMMONSENSE MARKETING by Drayton Bird.
Jessalynn: Ah, ok, thanks. Just ordered it :)
Rezbi: No probs. On with the interview?
Jessalynn: But of course! You know, Rezbi... new copywriters have no idea how lucky they are to have the internet at their disposal these days...
Rezbi: Very true.
Rezbi: Tell me about your most successful copy. You don't have to say which it was, just the results
Jessalynn: Hmm... Let me think for just a second.
Rezbi: Take your time.
Jessalynn: I did a piece once, can't say who sorry (NDA), that did an 8.5% conversion on the first mailing... something like a 3500% ROI.
Rezbi: Wow, that's good.
Jessalynn: That was pretty thrilling.
Rezbi: Was that online or off?
Jessalynn: Offline. It was a business to business piece, too... so an even harder sell
Rezbi: How long did that mail for?
Jessalynn: I think about 4 years. Then they changed the program, unfortunately... so not too shabby
Rezbi: That is impressive.
Rezbi: You don't have to answer this, but how much did you get for that?
Jessalynn: You don't want to know.
Rezbi: Anything to do with monkeys?
Jessalynn: No, no monkeys. lol. I think I got about $1200 for the piece, which at the time, I thought was really good money. Terrible, isn't it?
Rezbi: Okay, not too bad for a relative beginner at the time.
Jessalynn: Exactly.
Rezbi: Good, at least it wasn't peanuts.
Jessalynn: I was proud of that cheque, and prouder of my results... lol. Now that I know about royalties though, it's a different story.
Rezbi: I can imagine. How long did it take you to write that piece?
Jessalynn: I think 3 or 4 weeks on that one. I spent a lot of time researching the market. That’s the big thing - you HAVE to know who you're selling to... otherwise the greatest letter in the world will flop.
Rezbi: True
Rezbi: How would you say you prepare before beginning each piece of work? The mental process?
Jessalynn: Now?
Rezbi: Then and now.
Jessalynn: I have a strange process these days, lol...
Rezbi: Go on...
Jessalynn: Then, it was a matter of spending countless hours in the library, and going in to talk to various business owners... heck, we even stopped folks on the street to get public opinions... now, I spend most of my research time working through contacts I've built in various industries; a bit of time on the internet to search out public opinion on forums and such... and then I walk away from the whole thing for a few days. I don't let myself consciously think about the piece.
Rezbi: Let it all stew in your head?
Jessalynn: Yup. I know how to sell... but sometimes, as copywriters, we tend to try and over-think the process... so I walk away from it, and just let it all simmer up in there for a few days.
Rezbi: What do you mean?
Jessalynn: Well... I think that copywriters, especially nowadays, are bombarded with so much info about form and function, that it's easy to forget that it's all about just selling... your grammar doesn't have to be perfect; your format doesn't have to be perfect... it just has to work for that one person you're actually trying to sell to.
Rezbi: I agree. And, let's face it; selling is what it's all about.
Jessalynn: Exactly and in fact...
Rezbi: Uhuh
Jessalynn: When most people are out buying copy courses... they should be out getting a job in sales.
Rezbi: Interesting. Care to elaborate on that?
Jessalynn: Make your paycheque depend on your saleability, and you'll get the hang of it much quicker than when it's someone else's money on the line. When the food on your table depends on whether you can sell or not - you're more likely to get the hang of sales much quicker than if you're asking for money upfront from a client, and reading a few books on writing copy.
Rezbi: Hmm. Sort of like putting a gun to your head, as John Carlton would say, but in a commission only sales job?
Jessalynn: Exactly!
Rezbi: I see what you mean.
Jessalynn: I tell everyone who comes to me for tutoring to go get a job selling cars first, lol. High-pressure, and no sales means no money.
Rezbi: Good advice.
Jessalynn: Hmm... Come to think of it... I lose a lot of mentorees that way :) They're all used car salesmen now (scratches head).
Rezbi: And I agree as I feel as lot of what I do now is influenced by the fact that I've been in a few sales jobs and taken a few sales courses.
Jessalynn: Exactly.
Rezbi: Just going back to the processes, how and when do you decide when your copy is good enough to go?
Jessalynn: Ok, well... once I've let it stew a bit, I'll actually sit down and write the whole piece in one fell swoop. At least I usually can. Then I'll go back over a few times to edit for clarity... Then... And this is important... I have a select few trusted sources that I have read it... tear it to shreds. Often. And not very nicely either. Lol.
Rezbi: Like we're planning to do now? And, in fact, actually doing with a particular copy?
Jessalynn: Pretty much. That's why I'm such a big fan of the CRIT system -- because it works.
Rezbi: Yup. Tell me a little more about the CRIT system, as you understand it.
Jessalynn: Ah... okay. Well... the crit system is basically when you have a person, or group of people, who are educated about sales and such. You take a piece to them after you think you're finished, and they look at it with fresh eyes to show you the weak points... the things that don't quite resonate... that's about it, Rez. Once they've all had a crack at it, you sit down and rework those areas that weren't strong enough
Rezbi: Sounds like you've got a pretty good system there. Would you show the copy to untrained people at all?
Jessalynn: Absolutely! Untrained people are great to have in your crit network, especially if they're a part of your target audience...
Rezbi: Why do they have to be a part of your target audience?
Jessalynn: Then it's even better because you can get an honest reaction from someone who's eventually going to be receiving your piece... they don't have to be, but it is always nice to get an unbiased opinion form someone who is, PRIOR to a mailing.
Rezbi: I suppose your target audience would also take the time to read it?
Jessalynn: Well... that's certainly what we hope for :) If they don't, then we haven't done our job. If I hand someone who should be in my target market a piece of copy and they can't get past the first paragraph... it's back to square one
Rezbi: When you start a project, what do you look for in the product itself?
Jessalynn: First and foremost, a product or service HAS to deliver what they want me to promise. Period.
Rezbi: So, no messing around and conning the prospect?
Jessalynn: Nope. None at all.
Rezbi: That's nice to know.
Jessalynn: I don't like hype. Ever. It's one thing to show enthusiasm for a product that really IS superior...
Rezbi: absolutely.
Jessalynn: And I love being able to do that... But if you've got an inferior product, I'm going to tell you so. I'll suggest how to improve it... and if you do, then I'll happily write about it.
Rezbi: Do you stick with a particular market?
Jessalynn: You know, I keep hearing that we're supposed to; but I don't. I tried that for a while... with the health industry... But there are only so many times you can write about the latest cure for this that or the other before you get bored.
Rezbi: So you find it easier to be open?
Jessalynn: I do. I enjoy it really. And it gives me more versatility.
Rezbi: Jack of all trades, huh?
Jessalynn: Yup. Because a lot of times you can cross promote two different clients and boost both of their marketing budgets.
Rezbi: True
Jessalynn: I find it more interesting, that's for sure.
Rezbi: Tell me how you handle failures. Assuming you have any, of course.
Jessalynn: Lol, ALL the time. Okay... maybe not ALL the time...
Rezbi: How do you get through these?
Jessalynn: Well... at first, they were hard.
Rezbi: Uhuh
Jessalynn: Now, I don't necessarily view my failures as failures... Sort of what Edison said...
Rezbi: More as steps to success?
Jessalynn: Right! He didn't fail so much as he found several ways that didn't work.
You have to fail once in a while to truly learn what does and doesn't work.
And what works for one client, may bomb with the next.
Rezbi: True. Do you get writer's block?
Jessalynn: Erm... erm... erm... only occasionally
Rezbi: Lol
Jessalynn: Lol. But I find that random word lists and associations help
Rezbi: What do you mean?
Jessalynn: I actually go through a lot of notebooks when I get writer's block. I'll sit down with a pen and some real paper (you remember that stuff don't you?:) )... And I just start writing. Any words that come to mind. Odd words. Just random thoughts. In fact, a lot of times, something as simple as writing a grocery list can break the block. Eventually those random words and thoughts start to become coherent and you can sit down and write again. Plus, I try to keep a few open projects going at once, so if I get stuck on one, I can switch.
Rezbi: I used to hear that quite a lot as I was learning to write early on, not necessarily copywriting.
Jessalynn: Right! It's an old trick they used to teach in creative writing classes.
Rezbi: What would you say gives you the ability to write winners?
Jessalynn: Oh wow... never been asked that before...
Rezbi: There's always a first time, huh?
Jessalynn: Lol, yeah. I'd say it's my ability to analyse things, to be honest...
Rezbi: Go on...
Jessalynn: I tend to be very analytical... so when I'm doing my research, I pick up on a lot of nuances that perhaps others might miss. Little things, like a word a particular demographic may relate to better than another
Rezbi: You sound like an engineer.
Jessalynn: Lol, well, in a way we are.
Rezbi: I guess
Jessalynn: We're "Word Engineers"
Rezbi: You gonna patent that?
Jessalynn: Lol, I should, huh?
Rezbi: That's good. I like that. I mentioned earlier that we seem to have a lot in common...
Jessalynn: Yup. Which is nice when it comes to bouncing ideas like this. See how productive I've become? Lol
Rezbi: Yup. You mentioned creative writing classes. I was a pretty good creative writer.
Jessalynn: I've noticed. You're style lends itself to more creative than sales at times. Which isn't a bad thing. I should say, your style lends itself less to technical writing, and more to creative.
Rezbi: Maybe. Been meaning to write a book sometime.
Jessalynn: You should! I know you'd sell at least one copy. Lol.
Rezbi: Can't afford it. Copywriting pays more, as you know.
Jessalynn: True.
Jessalynn: Which is why most authors don't become famous until after they're dead, lol, like artists.
Rezbi: Lol. True.
Jessalynn: But your newer style of writing would certainly make you a hit on the bookshelves.
Rezbi: Aw shucks. What would you say was the best thing you ever did to increase your income as a copywriter?
Jessalynn: Learning how to leverage the internet.
Rezbi: How so?
Jessalynn: We didn't have it when I started (God that makes me sound old, lol)
Rezbi: 'Nuff with the ageism. Lol
Jessalynn: I can now work with clients all over the world, instead of just in my own backyard... it's not only expanded my income, but the types of companies I've been able to write for as well. And it's made me privy to some great companies which want to expand into a Western market... and I'll get to be a part of that.
Rezbi: Would you say it's the best 'job' you've ever had?
Jessalynn: Oh without a doubt! I was never a very good "employee"... so being able to be an integral part of the process of building a company works out a lot better for me,
Rezbi: I noticed on your site, The Voice Of Copy, you also do copy coaching... how did that come about?
Jessalynn: Coaching actually came about by accident as well... seems that happens to me a lot...
Rezbi: Nice accidents, though.
Jessalynn: Absolutely! I started off with a few folks who couldn't understand why I never went to work anywhere... when I explained to them what I did for a living, they wanted to learn... It just sort of went from there
Rezbi: Wow. That's pretty cool.
Jessalynn: And it's a relatively new phenomenon for me too. I only started coaching a few years ago, so it's been really great to see them come along.
Rezbi: Well, you seem to be good at it.
Jessalynn: Thanks. (blush)
Rezbi: You're also very good at motivating people... I can say that from personal experience.
Jessalynn: Well thanks, Rezbi... I think we get enough criticism in this industry, don't you? If we don't try to motivate each other at least ONCE in a while, too many good copywriters would quit.
Rezbi: Did you see my email?
Jessalynn: I did, thank you :)
Rezbi: Well, I think that ought to go on your site. That's my testimonial
Jessalynn: It will... trust me.
As a side note, I just wanted to print that testimonial here so you (the reader) know what we're talking about:
"Also, just wanted to thank you for your words of encouragement.
I've been really writing with my own voice this week (something I tried to do before but not very successfully), and the results have been amazing.
Check out last nights post here The Absolute Best Advice I Can Give You To Make Money On The Internet.
I received almost 5 times as many visitors in one day than I did the last couple of weeks with that.
And that's including my other blogs."
Jessalynn: Which is just a phenomenal success, Rez :), and I do appreciate it.
Rezbi: Believe me; I appreciate it more... about 500% more. Lol.
Jessalynn: Lol. Gotta love that ROI
Rezbi: It's getting there.
Jessalynn: It'll get there... your new style is so much more conversational - not that you weren't always a pleasure to read - but I think you're going to find a much better response all the way around now.
Rezbi: Thank you. Oh, did I mention, I booked myself on the System seminar this November.
Ken McCarthy's upcoming System Intensive in London, UK November 15 & 16. For more details, click here System Intensive.
Jessalynn: I think you mentioned that... once or twice :)
Rezbi: Sorry... it's my first seminar. (beaming from ear to ear)
Jessalynn: Lol, no worries. I'm proud of ya big time. I'm sure we'll all get to hear a lot more about it as time gets closer, too :)
Rezbi: Lol. So, would you like to leave us with a few words of wisdom for up and coming copywriters?
Jessalynn: Hmm... how many do I get? :) Lol.
Rezbi: The floor's yours.
Jessalynn: Seriously?
One: Don't waste money on high-priced copy courses. Buy a few books on marketing and advertising (think about the authors I mentioned earlier). You'll get a much better education.
Rezbi: That's good advice
Jessalynn: Two: Find a mentor. Someone who isn't afraid to tell you when you suck. and who can praise you when you get it right...and Three: Don't over-think it. It doesn't have to be perfectly written, just perfect for the target reader. That's it I think. Lol.
Rezbi: Pretty succinct. Advice to live by, I think. I particularly think point two is very important if you want to 'get there' quicker
Jessalynn: Absolutely. I didn't get so lucky... as I said, I didn't even know what I did had a name, lol. But today, you can find mentors readily available most everywhere you look.
Rezbi: And, you can get just what you need here Copywriting Coaching Program.
Jessalynn: You know Rezbi... you're the first person to interview me... ever.
Rezbi: There's always a first time, eh?
Jessalynn: Yup.
Rezbi: JV. That's what it's all about.
Jessalynn: Absolutely.
Rezbi: It doesn't have to be just about selling products.
Jessalynn: Exactly. It's about giving what you can when you can. It's about helping each other, knowledge, etc.
Jessalynn: Well hey Rez... much as I hate to... I need to get off here and go make tea for the little guy :).
Rezbi: Yeah, you do that. That was a good interview. Thanks.
Jessalynn: Thank you! That was really neat!
Rezbi: Take care. Bye
Jessalynn: Cya later. Take care :) and try to get some sleep, eh?
Thursday 28 August 2008
They Came... They Stomped The Search Engines... They Conquered
Do you remember the scene from 'The Matrix' where Neo is plugged in and he fights Morpheus?
He learns all those fancy moves, getting better and better by the second.
D'you remember that?
Of course you do... who doesn't?
Anyway, after they finish kicking the crap out of each other and Neo is unplugged, he looks at everyone and say, "I know Jujitsu".
And he did.
Well, guess what, I received the Stomping The Search Engines 2 DVDs from StomperNet and, just like Neo, I 'plugged myself in'.
Last night, and most of today.
And, when I unplugged myself...
I knew S...E...O
Yup, that's right, I now know SEO.
I thought I knew it before, but that was before I got ejicated.
The Stomper guys have out-done themselves.
And, it isn't just the dynamic duo of Andy Jenkins and Brad Fallon...
It's a whole faculty full of the best and the brightest that SEO has to offer...
Anywhere in the world.
These guys know what they're doing.
Wanna know how search engines work?
Check out module 2.
How about how to pick the best keywords and create the best content?
Take a look at module3.
And how about the best strategy for building links?
The answer's on module 6.
And there's plenty more.
These DVDs truly are amazing
But, why take my word for it?
Go and check out the sneak preview site now...
It's here Stomping the Search Engines 2.
Oh, I almost forgot to mention... the journal.
Yep, there's more.
Loads more.
He learns all those fancy moves, getting better and better by the second.
D'you remember that?
Of course you do... who doesn't?
Anyway, after they finish kicking the crap out of each other and Neo is unplugged, he looks at everyone and say, "I know Jujitsu".
And he did.
Well, guess what, I received the Stomping The Search Engines 2 DVDs from StomperNet and, just like Neo, I 'plugged myself in'.
Last night, and most of today.
And, when I unplugged myself...
I knew S...E...O
Yup, that's right, I now know SEO.
I thought I knew it before, but that was before I got ejicated.
The Stomper guys have out-done themselves.
And, it isn't just the dynamic duo of Andy Jenkins and Brad Fallon...
It's a whole faculty full of the best and the brightest that SEO has to offer...
Anywhere in the world.
These guys know what they're doing.
Wanna know how search engines work?
Check out module 2.
How about how to pick the best keywords and create the best content?
Take a look at module3.
And how about the best strategy for building links?
The answer's on module 6.
And there's plenty more.
These DVDs truly are amazing
But, why take my word for it?
Go and check out the sneak preview site now...
It's here Stomping the Search Engines 2.
Oh, I almost forgot to mention... the journal.
Yep, there's more.
Loads more.
Where Have The Adsense Articles Got To?
For those of you following the adsense series, I've decided to move them to a more relevant site.
You can check them out here Internet Marketing Secrets Revealed.
And, just in case you're wondering, there'll be a heck of a lot more than just adsense.
In place of these articles, I'll be posting a series of interviews with some of the "quiet greats" of marketing... and the business world in general.
We're talking about people who have raked in literally tens, and sometimes, hundreds of millions of pounds and dollars for themselves and their clients.
These people really are the unsung heroes of the business world.
You'll be getting a real education.
And it's all FREE on Gee Whizz! Marketing.
You can check them out here Internet Marketing Secrets Revealed.
And, just in case you're wondering, there'll be a heck of a lot more than just adsense.
In place of these articles, I'll be posting a series of interviews with some of the "quiet greats" of marketing... and the business world in general.
We're talking about people who have raked in literally tens, and sometimes, hundreds of millions of pounds and dollars for themselves and their clients.
These people really are the unsung heroes of the business world.
You'll be getting a real education.
And it's all FREE on Gee Whizz! Marketing.
Wednesday 27 August 2008
I'm Still Waiting For The Review Copies Of 'Stomping the Search Engines 2' and 'The Net Effect'To Arrive
StomperNet told me, a few days ago, they were sending me copies of their 'Stomping the Search Engines 2' and 'The Net Effect' to review.
Well, I'm still waiting.
But, hopefully, I should get them soon and then I can really dig into them to see if they live up to all the hype.
It's launching next week, but I don't want to say anything until I know, for certain, it's worth talking about.
I don't usually get involved in big launches, but I was in the original StomperNet @ $800 a month, so I know how good that was.
And, if this is anywhere near as good, I think we're all in for a treat.
Anyway, I'll let you know soon...
Keep checking my blog for more news.
Meanwhile, take a sneak peak here Stomping The Search Engines 2.
Well, I'm still waiting.
But, hopefully, I should get them soon and then I can really dig into them to see if they live up to all the hype.
It's launching next week, but I don't want to say anything until I know, for certain, it's worth talking about.
I don't usually get involved in big launches, but I was in the original StomperNet @ $800 a month, so I know how good that was.
And, if this is anywhere near as good, I think we're all in for a treat.
Anyway, I'll let you know soon...
Keep checking my blog for more news.
Meanwhile, take a sneak peak here Stomping The Search Engines 2.
What Kind Of Content Should I Put Up On My Adsense Site?
Any kind you want, of course, since we’re talking about the internet.
But seriously, you’ll want to give this topic some consideration, since there’s more interest in some topics than others.
You know the people who are your audience, since ideally you’re talking about something you know about.
For instance, if you’re talking about Ultimate Frisbee, it’s because you play it.
So you know what other Ultimate people are like, and what they want to know and what they find entertaining.
Once you know that, you can decide about which types of content will best serve their needs and how to go about finding or creating it.
Here are some general categories to get you started with your brainstorming:
• Editorials
• Feature articles
• Political opinion
• News stories
• Art galleries
• A conglomeration of the best content
• Reviews of movies, books, music
• Interviews
• Interactive features - polls, feedback, discussion groups, forums, chat
Editorials
Editorials are the opinion of someone who’s seen as an expert in the field-- (either you or a guest contributor).
This makes good content because people like to respond to it, either by agreeing with or opposing the writer.
This can make for an exciting page, and you’ll probably have to moderate it.
Give your people a way to make their views known; put up a bulletin board or guest book on your site. People will come back to read other responses to their comments.
And you can use this feedback from your audience by incorporating it into a follow up article in the future.
For instance, is everybody complaining about a new government travel policy?
Do an article on it, since clearly that’s something people are talking about so they’ll want to read about it.
Full-length Feature Articles
This is the most common and in many people’s opinion one of the best forms of content.
Depending on what your site is like, the articles could be long or brief, formal or chatty, technical or entertaining.
Here are some tips:
• Keep it short. While there aren't any hard and fast rules, you should keep these articles below 1200 words. If they are longer, make them into multi-part features. People hate to have to scroll down a lot.
• Articles should be relevant to your site.
• Articles ought to educate, entertain or inform. Don’t overwhelm people; stick to one or two ideas.
• Refrain from rehashing an article you've read somewhere else. By publishing something that’s new, you up the value and credibility of your site.
To Get Content
1. Offer to pay guest authors for their work. A guest author could be someone you found on your bulletin board who happens to write well.
2. Exchange articles with the guest author’s site. Your site visitors benefit by providing them with another point of view. And you might just gain some new regular visitors from your guest author's site!
3. Make sure you get exclusivity. When someone writes for you, make sure they won’t submit that same article to dozens of other Websites and newsletters. When your site publishes exclusive content, you have opportunities for syndication in other publications, online and off, and you gain a lot of reader loyalty. The key phrase in a contract with a writer is that you’re buying all rights, including electronic.
Can you use reprints?
Reprint articles written by others, but you must always obtain permission.
All work, from the moment it is written, is copyright and owned by the author, whether it is marked with a copyright symbol or not.
Content is not free.
You can, however, make reprints interesting and personalized by putting your own 'spin' on the content.
Write an introduction to the subject, or comment on the author's opinions or conclusions.
Take care to avoid 'editing' the original article without the author's permission.
Avoid articles that have been reprinted many times before on other Websites and electronic publications.
Political Opinion
Using political opinion on your site can be tricky.
People are deeply divided these days and have strong opinions.
If you do run a political site, you’ll probably want to carve out your own niche.
Even then, be prepared for flamers from very different view points.
On the other hand, if you can manage to run a site that actually features a somewhat well-mannered debate, you’ll have a huge hit on your hands. Be prepared to moderate this type of site.
News Stories
Your site can become a news source for the latest developments and happenings in certain niche area by providing timely news on topics of interest to your readers.
I’m not saying you can be the next CNN or MS-NBC, because that takes building a huge operation.
But what you can be is, for example, the CNN of the karate world, or the ABS-News of the bonsai tree hobbyists.
What you’ll want to do is create a separate section of your site to deal with industry news. Or, devote an entire site to news updates.
There are many ways of presenting news:
• As a feature article
• As short news clips, with a link to the full story
• As news stories, where each item is explained at length
However you decide present the news, make sure you give it your own personal style.
Check out salon.com.
Has its own style, doesn’t it?
Now look at drudgereport.com.
That’s another style.
Make yours interesting, personal, chatty, fun, unique, or all of these – just make it yours.
Make sure your news is relevant, useful to your reader, and timely. Old news isn’t no news at all, it’s history!
So how do you get news?
By:
• Subscribe to ezines on your subject or topic
• Sign up for e-mail news delivery services
• Register to get regular press releases on your topic
• Surf the web for new news items
• Get news from newspapers, magazines and books
• Go to conferences, workshops or seminars and write about what you see and who you talk to
Conglomerating the best content
If you can make your site into the ultimate content resource on issues related to your topic, I guarantee you you’ll attract and retain a loyal audience.
Your site will become known as a The Place for anyone who wants information on your subject.
For example, Harry Knowles has made aintitcoolnews.com into The Site for movie reviews and advance spoilers.
Since you’re the expert on your topic, you can evaluate sites and other resources (ezines, directories, books, offline publications) and sniff out the best ones to list along with your rating and opinions.
This sort of content is like the old book reports you used to have to write for school.
Read up thoroughly on your subjects, then hit the high points of a topic.
Or, consider writing a summary of three separate article that have the same theme.
Reviews of movies, books, music
This is perhaps the easiest category to get content for.
If you have friends who are movie, book, or music fans, they’ll probably write reviews for free just for the thrill of seeing their stuff on a site.
Also, this is a never-ending source of content, since there are always new movies, books and music coming out.
Contrast that with dog breeds—once you’ve written everything there is to say about every known breed, you have to wait for them to come up with a new breed!
If you want to have some fun, you can review movies yourself.
And actually, if you’re running your Google AdSense site as a business, you may even be able to deduct the cost of movie tickets from your taxes.
Check with a tax consultant to make sure, though.
Music is easy, too, especially if you live in a town that has lots of live music or festivals.
If not, you can buy used cd’s online, listen, and review.
In fact, you could even hire a high-school kid to do this, but check their writing skills first.
Books are a little harder, since they take more time to review and cost more than cd’s and movie tickets.
However, you can paraphrase what others have said if you’re clever and don’t violate copyright.
Interviews
This is a category you might want to get a freelance writer for.
Go to elance.com and browse the profiles of Service Providers to see who does interviews, then talk to them.
Many freelancers specialize in celebrity interviews, and that’s what you want.
Interactive features - polls, feedback, discussion groups, forums, chat
This is one of the most popular types of sites for kids, teens, and young adults because they get to give their opinions (which many kids don’t get to do enough of at home, according to them) and they get to talk to others.
So, if you want to run this kind of site, bear your target market in mind.
It’s worth paying a few bucks to a freelance writer or graphic artist to come up with fun games that are constantly changing, or new polls, since people will come back time and again to give their opinions. And don’t forget survey -- people love to take surveys.
But seriously, you’ll want to give this topic some consideration, since there’s more interest in some topics than others.
You know the people who are your audience, since ideally you’re talking about something you know about.
For instance, if you’re talking about Ultimate Frisbee, it’s because you play it.
So you know what other Ultimate people are like, and what they want to know and what they find entertaining.
Once you know that, you can decide about which types of content will best serve their needs and how to go about finding or creating it.
Here are some general categories to get you started with your brainstorming:
• Editorials
• Feature articles
• Political opinion
• News stories
• Art galleries
• A conglomeration of the best content
• Reviews of movies, books, music
• Interviews
• Interactive features - polls, feedback, discussion groups, forums, chat
Editorials
Editorials are the opinion of someone who’s seen as an expert in the field-- (either you or a guest contributor).
This makes good content because people like to respond to it, either by agreeing with or opposing the writer.
This can make for an exciting page, and you’ll probably have to moderate it.
Give your people a way to make their views known; put up a bulletin board or guest book on your site. People will come back to read other responses to their comments.
And you can use this feedback from your audience by incorporating it into a follow up article in the future.
For instance, is everybody complaining about a new government travel policy?
Do an article on it, since clearly that’s something people are talking about so they’ll want to read about it.
Full-length Feature Articles
This is the most common and in many people’s opinion one of the best forms of content.
Depending on what your site is like, the articles could be long or brief, formal or chatty, technical or entertaining.
Here are some tips:
• Keep it short. While there aren't any hard and fast rules, you should keep these articles below 1200 words. If they are longer, make them into multi-part features. People hate to have to scroll down a lot.
• Articles should be relevant to your site.
• Articles ought to educate, entertain or inform. Don’t overwhelm people; stick to one or two ideas.
• Refrain from rehashing an article you've read somewhere else. By publishing something that’s new, you up the value and credibility of your site.
To Get Content
1. Offer to pay guest authors for their work. A guest author could be someone you found on your bulletin board who happens to write well.
2. Exchange articles with the guest author’s site. Your site visitors benefit by providing them with another point of view. And you might just gain some new regular visitors from your guest author's site!
3. Make sure you get exclusivity. When someone writes for you, make sure they won’t submit that same article to dozens of other Websites and newsletters. When your site publishes exclusive content, you have opportunities for syndication in other publications, online and off, and you gain a lot of reader loyalty. The key phrase in a contract with a writer is that you’re buying all rights, including electronic.
Can you use reprints?
Reprint articles written by others, but you must always obtain permission.
All work, from the moment it is written, is copyright and owned by the author, whether it is marked with a copyright symbol or not.
Content is not free.
You can, however, make reprints interesting and personalized by putting your own 'spin' on the content.
Write an introduction to the subject, or comment on the author's opinions or conclusions.
Take care to avoid 'editing' the original article without the author's permission.
Avoid articles that have been reprinted many times before on other Websites and electronic publications.
Political Opinion
Using political opinion on your site can be tricky.
People are deeply divided these days and have strong opinions.
If you do run a political site, you’ll probably want to carve out your own niche.
Even then, be prepared for flamers from very different view points.
On the other hand, if you can manage to run a site that actually features a somewhat well-mannered debate, you’ll have a huge hit on your hands. Be prepared to moderate this type of site.
News Stories
Your site can become a news source for the latest developments and happenings in certain niche area by providing timely news on topics of interest to your readers.
I’m not saying you can be the next CNN or MS-NBC, because that takes building a huge operation.
But what you can be is, for example, the CNN of the karate world, or the ABS-News of the bonsai tree hobbyists.
What you’ll want to do is create a separate section of your site to deal with industry news. Or, devote an entire site to news updates.
There are many ways of presenting news:
• As a feature article
• As short news clips, with a link to the full story
• As news stories, where each item is explained at length
However you decide present the news, make sure you give it your own personal style.
Check out salon.com.
Has its own style, doesn’t it?
Now look at drudgereport.com.
That’s another style.
Make yours interesting, personal, chatty, fun, unique, or all of these – just make it yours.
Make sure your news is relevant, useful to your reader, and timely. Old news isn’t no news at all, it’s history!
So how do you get news?
By:
• Subscribe to ezines on your subject or topic
• Sign up for e-mail news delivery services
• Register to get regular press releases on your topic
• Surf the web for new news items
• Get news from newspapers, magazines and books
• Go to conferences, workshops or seminars and write about what you see and who you talk to
Conglomerating the best content
If you can make your site into the ultimate content resource on issues related to your topic, I guarantee you you’ll attract and retain a loyal audience.
Your site will become known as a The Place for anyone who wants information on your subject.
For example, Harry Knowles has made aintitcoolnews.com into The Site for movie reviews and advance spoilers.
Since you’re the expert on your topic, you can evaluate sites and other resources (ezines, directories, books, offline publications) and sniff out the best ones to list along with your rating and opinions.
This sort of content is like the old book reports you used to have to write for school.
Read up thoroughly on your subjects, then hit the high points of a topic.
Or, consider writing a summary of three separate article that have the same theme.
Reviews of movies, books, music
This is perhaps the easiest category to get content for.
If you have friends who are movie, book, or music fans, they’ll probably write reviews for free just for the thrill of seeing their stuff on a site.
Also, this is a never-ending source of content, since there are always new movies, books and music coming out.
Contrast that with dog breeds—once you’ve written everything there is to say about every known breed, you have to wait for them to come up with a new breed!
If you want to have some fun, you can review movies yourself.
And actually, if you’re running your Google AdSense site as a business, you may even be able to deduct the cost of movie tickets from your taxes.
Check with a tax consultant to make sure, though.
Music is easy, too, especially if you live in a town that has lots of live music or festivals.
If not, you can buy used cd’s online, listen, and review.
In fact, you could even hire a high-school kid to do this, but check their writing skills first.
Books are a little harder, since they take more time to review and cost more than cd’s and movie tickets.
However, you can paraphrase what others have said if you’re clever and don’t violate copyright.
Interviews
This is a category you might want to get a freelance writer for.
Go to elance.com and browse the profiles of Service Providers to see who does interviews, then talk to them.
Many freelancers specialize in celebrity interviews, and that’s what you want.
Interactive features - polls, feedback, discussion groups, forums, chat
This is one of the most popular types of sites for kids, teens, and young adults because they get to give their opinions (which many kids don’t get to do enough of at home, according to them) and they get to talk to others.
So, if you want to run this kind of site, bear your target market in mind.
It’s worth paying a few bucks to a freelance writer or graphic artist to come up with fun games that are constantly changing, or new polls, since people will come back time and again to give their opinions. And don’t forget survey -- people love to take surveys.
Tuesday 26 August 2008
How Do I Build A Content-Rich Site?
I know the notion of creating your very own content-rich website might be a little intimidating, but you can do it.
It’s not hard.
You don’t have to be a good write to have good content on your site. In fact, you don’t have to be a writer at all.
There are plenty of successful people who make a lot of money from Google AdSense and they don’t write a word of that content.
We’ll talk more about that later, but you can hire writers, or have guest writers—it’s not hard.
Anyone can create a content-rich Website by following a few key points:
• Have some discipline—maintain your site.
• Update that site often. Having a schedule is best.
• Be able to beg, borrow, or commission content
Discipline is key
To create a content-rich Website, you need to hone your focus and your self-discipline.
I don’t have to tell you how incredibly easy it is to waste hours, even days, just surfing around the web from one site to another.
You can’t let yourself get distracted like that or you won’t accomplish anything.
Start with setting a limit to surfing for fun so that you limit your searches to sites and resources that are relate very directly to your site's subject.
Discipline also applies to creating creation.
Successful writers can’t afford to wait for inspiration to strike before starting work.
Instead, they develop a writing schedule for themselves and they stick with it like it was their job—since it is.
As one famous writer said, "I write when I feel like it. And every morning at 9am, I make sure I feel like it".
Schedule a time for yourself to sit down at your desk and write.
And you’ll need to develop another schedule for when to add content to your Website, and follow that schedule religiously.
Make a commitment to yourself and follow through with it.
And remember -- if you just simply can’t write, or you find yourself making too many excuses not to write content, just hire someone.
Go to Elance.com and post a project to write 20 articles of 300-600 words each for $5 to $10 each.
You’ll find someone.
Regular updates are critical to your site
Nothing is deader than a website that looks like somebody’s forgotten about it.
Regularly updating or modifying your site content gives you a big advantage over the competition.
Web surfers will keep on coming back to your site if they notice that there’s always something new to see, learn, or enjoy each time.
It’s not hard.
You don’t have to be a good write to have good content on your site. In fact, you don’t have to be a writer at all.
There are plenty of successful people who make a lot of money from Google AdSense and they don’t write a word of that content.
We’ll talk more about that later, but you can hire writers, or have guest writers—it’s not hard.
Anyone can create a content-rich Website by following a few key points:
• Have some discipline—maintain your site.
• Update that site often. Having a schedule is best.
• Be able to beg, borrow, or commission content
Discipline is key
To create a content-rich Website, you need to hone your focus and your self-discipline.
I don’t have to tell you how incredibly easy it is to waste hours, even days, just surfing around the web from one site to another.
You can’t let yourself get distracted like that or you won’t accomplish anything.
Start with setting a limit to surfing for fun so that you limit your searches to sites and resources that are relate very directly to your site's subject.
Discipline also applies to creating creation.
Successful writers can’t afford to wait for inspiration to strike before starting work.
Instead, they develop a writing schedule for themselves and they stick with it like it was their job—since it is.
As one famous writer said, "I write when I feel like it. And every morning at 9am, I make sure I feel like it".
Schedule a time for yourself to sit down at your desk and write.
And you’ll need to develop another schedule for when to add content to your Website, and follow that schedule religiously.
Make a commitment to yourself and follow through with it.
And remember -- if you just simply can’t write, or you find yourself making too many excuses not to write content, just hire someone.
Go to Elance.com and post a project to write 20 articles of 300-600 words each for $5 to $10 each.
You’ll find someone.
Regular updates are critical to your site
Nothing is deader than a website that looks like somebody’s forgotten about it.
Regularly updating or modifying your site content gives you a big advantage over the competition.
Web surfers will keep on coming back to your site if they notice that there’s always something new to see, learn, or enjoy each time.
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