If you read these serpentine ramblings you know I greatly admire the Venerable Denny Hatch.
Denny, with almost demented dedication, has over the last 26 years created the world's largest organised direct mail library - over 200,000 samples.
But what is more important, he knows what worked - and what didn't, and can tell you why, because he knows more than anyone about the subject.
18 years ago I rang his wife, Peggy (who is as able as he is!) to ask how many mailings he read a month.
"Between one and two thousand," she replied. "Mind you, he doesn't read all of them all through."
"I should bloody well hope not," I thought. "The poor man would end up in a loony bin if he did."
Anyhow, since that time, Denny's mammoth compendium of the best mailings ever - Million $$$ Mailings, created with Axel Andersson - has been my secret weapon.
I use it to cheat.
I thumb through it for inspiration - and for ideas to steal, adapt and use in seminars. It contains 71 of the most successful mailings ever written. Only last month I wrote something that pulled like an express train based on one line I spotted and “improved”.
I refer to it more than Caples, more than Hopkins, more than Ogilvy.
The only problem is, it is a WHACKING GREAT TOME, 477 pages long - I yearn to beat up recalcitrant clients with it. I can't find the ideas I want quickly. And it is 18 years old, so some important new stuff is not in it.
Now, praise the Lord, Denny has come up with something that's bang up-to-date, and a lot shorter. So I can find tested ideas to steal in minutes.
It’s a report called The Secrets of Emotional Hot-ButtonCopywriting. You can get it at http://hotbuttoncopywriting.com/.
But to call it a report does it too little justice. It is atreasure trove. I flipped it open just now and immediately saw an extraordinary opening line "I'm sitting in my wheelchair today, mad as hell" ... imagine what that could do for your e-mail opening rates!
(Do not think for a second that what applies in direct mail does not apply online. It is pretty much all relevant - and the examples you see are from the best of the best in a business that has been around for centuries, not decades).
As the title says, the report is based on the turbulent, gnawing human emotions - the hot buttons - that make your customers buy. And it features the best mailings of the last 20 years. Only Denny could have put it together, because only Denny has this astonishing archive of material.
And Denny does something so many fail to do: he tells you WHY things work. You will never get this from some of the hyped-up piffle that sails into your inbox every day.
A friend just forwarded me (as a joke) one of those emails that say “all you need is this set of DVDs and booklets and your copy will “write itself” automatically.
What drivel!
Here, for $89, you can get what you really need – theCopy Thieves’ Almanac. I may use one of the mailings in a speech I make in a week's time. I will certainly adapt another for some work I have to do for an investment client.
Here again is where to order: http://hotbuttoncopywriting.com/.
Why not make it the next thing you do? Just one idea could double the response from your next effort. I have seen it happen. I know.
Best,
Drayton
http://directmarketingcourse.com/
www.commonsensedirectmarketing.com
Showing posts with label Ogilvy. Show all posts
Showing posts with label Ogilvy. Show all posts
Tuesday, 29 June 2010
Sunday, 13 June 2010
Watch Your Tone!
Do you suffer from a crippling condition called deadline panic?
I do - and it attacked me with some ferocity recently when after a few glasses of cheering sangria I looked at my schedule for the week.
I was immediately reminded of a maxim by one of my old bosses: "Whatever you're doing, you should have started sooner" - Bill Phillips.
Bill Phillips ran Ogilvy & Mather when I sold my old agency to them, and we both like quotations.
(One of his I particularly appreciate is "A neat stall is the sign of a dead horse" - and if you saw my desk, you'd know why)
Anyhow, I realised with some alarm that I was going to Bucharest and Kiev that week to do 4 seminars, one of which I hadn't written yet.
Since it takes a couple of days' work to put together a good talk, this was quite a worry, so I started going through possible material.
And by chance I found one or two good quotations. Here is the man who wrote the first:
Did you recognise him? It is Evelyn Waugh, one of the great comic writers of the 20th century, and a wonderful stylist.
During the Second World War he and his wife used to write to each other and on one occasion he wrote complaining about how dull her letters were.
"A good letter is like a conversation," he wrote.
This reminded me of a meeting I had with the managing director of Mercedes Passenger Cars about 17 years ago when we started doing their direct marketing.
He was concerned about the tone of their copy - and in fact that is why we got the business.
We talked about this for a while, then I said,
"Have you ever actually sold cars?"
"Yes" he said.
Then I asked: "Did you talk to your customers the way you've been talking to me?"
"Yes."
"Well," I replied. "That is the kind of tone your direct mail should have."
The difference between good copy and so-so copy is largely about tone. Of course, few writers even understand the basics, but even if they do most write with a sort of half-witted enthusiasm, where everything is "fabulous" and "exciting". So the copy lacks credibility. Readers say, "Oh, come on."
The really good copy is conversational in tone, and is adapted to suit the context
Read your copy out loud. Does it sound like someone talking? It should.
And does it sound like typical "sales" copy any one of your competitors could run. It shouldn't.
The other thing to watch out for is that the language must be appropriate to the writer - and the recipient.
If you're supposed to be the chairman, write like a wise and friendly adviser. If you're writing to another chairman, write as an equal. If you're supposed to be someone who handles complaints, adapt accordingly. And so on.
It's deceptively simple - but not that easy to do. You just have to work at it.
Best,
Drayton
P.S. This is number 25 of Drayton Bird’s 101 free helpful marketing ideas. You can sign up on the link below for the rest.
—————————————–
www.draytonbirdcommonsense.com / www.eadim.com
I do - and it attacked me with some ferocity recently when after a few glasses of cheering sangria I looked at my schedule for the week.
I was immediately reminded of a maxim by one of my old bosses: "Whatever you're doing, you should have started sooner" - Bill Phillips.
Bill Phillips ran Ogilvy & Mather when I sold my old agency to them, and we both like quotations.
(One of his I particularly appreciate is "A neat stall is the sign of a dead horse" - and if you saw my desk, you'd know why)
Anyhow, I realised with some alarm that I was going to Bucharest and Kiev that week to do 4 seminars, one of which I hadn't written yet.
Since it takes a couple of days' work to put together a good talk, this was quite a worry, so I started going through possible material.
And by chance I found one or two good quotations. Here is the man who wrote the first:
Did you recognise him? It is Evelyn Waugh, one of the great comic writers of the 20th century, and a wonderful stylist.
During the Second World War he and his wife used to write to each other and on one occasion he wrote complaining about how dull her letters were.
"A good letter is like a conversation," he wrote.
This reminded me of a meeting I had with the managing director of Mercedes Passenger Cars about 17 years ago when we started doing their direct marketing.
He was concerned about the tone of their copy - and in fact that is why we got the business.
We talked about this for a while, then I said,
"Have you ever actually sold cars?"
"Yes" he said.
Then I asked: "Did you talk to your customers the way you've been talking to me?"
"Yes."
"Well," I replied. "That is the kind of tone your direct mail should have."
The difference between good copy and so-so copy is largely about tone. Of course, few writers even understand the basics, but even if they do most write with a sort of half-witted enthusiasm, where everything is "fabulous" and "exciting". So the copy lacks credibility. Readers say, "Oh, come on."
The really good copy is conversational in tone, and is adapted to suit the context
Read your copy out loud. Does it sound like someone talking? It should.
And does it sound like typical "sales" copy any one of your competitors could run. It shouldn't.
The other thing to watch out for is that the language must be appropriate to the writer - and the recipient.
If you're supposed to be the chairman, write like a wise and friendly adviser. If you're writing to another chairman, write as an equal. If you're supposed to be someone who handles complaints, adapt accordingly. And so on.
It's deceptively simple - but not that easy to do. You just have to work at it.
Best,
Drayton
P.S. This is number 25 of Drayton Bird’s 101 free helpful marketing ideas. You can sign up on the link below for the rest.
—————————————–
www.draytonbirdcommonsense.com / www.eadim.com
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 
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
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?
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!
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?
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