Advice to a copywriter – from a tired old hack who’s still banging it out

I get sent so many questions I’m thinking of becoming an Agony Aunt.

An Aussie copywriter wrote today saying “I have been writing copy for micro business clients, however, in nearly all of the training I have had I have been told that controls for big companies is the way to go to make real money in copywriting.

I just don’t know how to go about approaching these big companies, as an unknown, and asking to challenge their controls. Any advice on how to go about it?

Well one thing this man has done right (which most don’t) is study. He’s been at it for 5 years – in fact I felt almost embarrassed by his list of teachers.

Anyhow, for anyone looking for copy jobs of any kind, here’s my advice.

“Make an offer so good only an idiot would refuse” – or words to that effect – said Claude Hopkins.

I have always suggested people offer to do something for nothing – clients don’t pay unless they use it.

But first they must be convinced you’re worth trying.

1. Study the client. See what they are doing and what is working for them.

2. Find out who exactly you should be talking to. Learn something about them.

3. Give them proof – examples of work that did well, testimonials, and results.

4. Send something (be it a letter or an original mailing pack/gimmick*) they cannot ignore.

Make sure you say something relevant to them and to their business and problems. Relevance matters more than cleverness.

44 years ago I got an immediate interview offer from David Ogilvy by sending 5 pieces of work, with results, because that is what he said he liked to see, plus a testimonial from Peter Mayle (now a famous novelist) who had worked for him.

The letter began, if memory serves me right: “Dear Mr. Ogilvy, You have never heard of me, but I have an ability I know you prize. I know how to make people buy things.

I hardly ever see people not because I don’t need anyone but because virtually none send me anything that follows these rules – and most of the stuff on their sites is rubbish.

* Be very careful with gimmicks. People often remember them – but not what you’re selling. And NEVER neglect to send a letter.

About the Author

In 2003, the Chartered Institute of Marketing named Drayton one of 50 living individuals who have shaped today’s marketing.

He has worked in 55 countries with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen.

Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.

He was a main board member of the Ogilvy Group, a founding member of the Superbrands Organisation, one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

2 Comments

rezbi

Mar 3, 2010 - 10:15 am

“Although you have never heard of me, I have a quality I know you prize. I know how to make people buy.”

Page 20 – 'How to write sales letters that sell' – by Drayton Bird

One of the better books on writing copy. And very easy to read.

Rezbi
http://directanddigitalmarketing.com/

Troy White

Jul 7, 2012 - 5:16 pm

Great advice Drayton.

You are a gem with all the wisdom you share with the rest of us. Anyone aspiring to be a copywriter needs to be thankful for having masters like Drayton willing to teach and guide us.

Thanks Drayton!

Troy

About the Author

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