Sep

10

Does it make sense for a copywriter (or any other marketer) to author a book?

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Next month, you can find out in a couple days what I spent years learning... rather slowly, awkwardly and painfully.

The publishing industry is like a cross between

• an obstacle course

• a live minefield, and

• a treasure hunt

I got the grand tour of the obstacle course and minefield portions of publishing before I ended up in the treasure hunt. Without going into long, self-serving stories here, let me tell you this: The treasure-hunt portion of publishing can be very rewarding.

And, best of all, direct-response copywriters and other people not traditionally thought of as "authors" can benefit far more from a published book than your typical author-type.

Like I said, I learned what I learned the hard way.

Next month, my friends and business collaborators David Hancock and Rick Frischman are putting together a very impressive seminar in Atlanta about writing and publishing. I have benefited considerably from my association with both of these extraordinary guys, and am in touch with David Hancock fairly often.

If you are an author or a publisher... or, if you are thinking about becoming one... you should definitely check this out. It's very reasonably priced and you'll learn a lot (like how to avoid the obstacle course and minefield portions of publishing, for starters).

To find out more, go to: www.davidgarfinkel.com/author101

I wish I'd had this opportunity myself years ago. I would have saved a lot of sweat and tears. (Some blood, too, now that I think about it.)

David Garfinkel
Publisher, World Copywriting Newsletter

Aug

29

Copywriters: How to Write Your Way Out of Only 1 Stream of Income…

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If real-estate (and now, wealth-building) guru Robert Allen has made one lasting contribution to Western (make that World) Civilization, I would nominate the phrase I'm almost sure he came up with: "Multiple Streams of Income."

Entrepreneurs and those born into rich families have known the concept all along. But for many people, it is (or was) a brand-new idea.

The great copywriter Don Hauptman figured it out himself a decade or two ago. He learned how to generate between $2,000 and $10,000 extra for himself not writing copy.

He made this extra money several times a year.

Between writing record-breaking ads and sales letters.

What Don did (in addition to writing controls that make millions for clients) was perform copy critiques, consult to companies about their marketing, provide in-house training sessions, and present at conferences.

Don is a good friend and I have benefited handsomely from his ideas, advice and personal referrals. So, I'm biased. But in a good way. Because what Don has shared with me privately is now available in an ebook called...

THE VERSATILE FREELANCER: How Writers and Other Creative Professionals Can Generate More Income by Seizing New Opportunities in Critiquing, Consulting, Training, and Presenting

I was involved in reviewing the manuscript in several stages as a "friend of the author," so I know what's in the book pretty well. I can tell you it's solid. Details only those who have been there would know about, incredibly valuable and useful information. Not only is there step-by-step advice and voice-of-experience wisdom, but there are specific tools. (Too often, don't you find an ebook is some rush-to-publication stream of consciousness of some semi-literate entrepreneur who made a bunch of money and wants to charge you a bunch more to hear his breathless story? Sad to say, I have.)

Don, on the other hand, is hyper-literate.

And when a person like that writes a how-to business book (and I believe this is Don's first), it's a real plus for the reader. Because Don is a terrific, clear, simple and motivating writer, and he has left no stone unturned in giving you the information, the background, the context and the mindset you need to start reeling in, and cashing in on, those lucrative "extra" jobs.

Besides detailed, helpful, easy-to-undestand advice, THE VERSATILE FREELANCER contains practical tools that are real added value. Don includes a sample agreement for services, a four-step "Easy Presentation Planner," and a 31-point proprietary direct-marketing questionnaire, which you could use to create your own copy, or as a guideline for critiques you could sell yourself.

All in all, a valuable addition to every copywriter's library. I recommend it strongly. If I used thumbs or stars to rate things, I would give this book the maximum. But I don't, so I simply recommend that you get it!

Go to: http://www.davidgarfinkel.com/xtra

David Garfinkel
Publisher, World Copywriting Newsletter

Oh, by the way -- here's an example of how good the book really is. Notice this is not only excellent practical advice (i.e., it will make you money), it's also superb mindset advice (i.e., it will help you cultivate a wealth-building way of looking at things):

Note also that these activities can't always be pigeonholed into neat categories; they often overlap. A critique is in some ways a consultation. At company seminars, I often did one-on-one coaching and critiquing and consulting. The skills and the content appropriate for in-house training are very similar to those required for a talk at a business lunch or trade conference. Synergies exist in everything you do.

This phenomenon has an important, and happy, implication: You can often recycle content from one activity or assignment to another--and get paid for it over and over again!

For example, you might receive a fee for an in-house presentation-and then realize that it can be repeated almost verbatim at another company or at an industry conference. This is not unethical as long as you're not disclosing confidential information or duplicating material to which you've sold exclusive rights. Getting paid more than once is an established and accepted practice. It's simply the adroit use of leverage to expand your time and multiply your earning power.

Take a look: http://www.davidgarfinkel.com/xtra

Aug

10

When Mr. McGuire said to Benjamin (in “The Graduate”) that one word — “plastics” — someone was listening

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It may be the most memorable scene from American movies in the 1960s. A graduation party at his parents' home in Pasadena, California. Mr. McGuire (played by Walter Brooke) comes up to Benjamin (the young Dustin Hoffman) and the following exchange takes place:

Mr. McGuire: I want to say one word to you. Just one word.

Benjamin: Yes, sir.

Mr. McGuire: Are you listening?

Benjamin: Yes, I am.

Mr. McGuire: Plastics.

Over the last 40 years, this little bit of dialogue has become the humor-laced rallying cry of the Authenticity Warriors, who felt the Western World had taken a wrong turn somewhere in its quest for Superiority Through Technology.

To them, plastic wasn't OK.

But now, for the rest of the story...

Not too far from Pasadena, in Van Nuys, California, Dream Products, Inc., is making a nice little profit with plastics. And their copy makes me grin from ear to ear.

From a newspaper free-standing-insert advertisement (pictured above) -- just look at this luscious copy for the 24 Hour Health Shoe:

So Comfortable... You'll
Never Want to Take Them Off

These may well be the most comfortable shoes you'll ever slip your feet into. Not only are they totally constructed of imported plush polyester from heel to toe, they have a memory foam insole that conforms to the exact shape of your foot for the ultimate in comfort. If that's not enough, the top has a self-closure that adjusts for an even more custom fit. Also features a flexible TPR "rubber" sole for sure footing and durability indoors or out. So comfortable you might forget you're wearing them. Hurry, order today and get FREE SHIPPING AND HANDLING. Satisfaction Guaranteed or Return for Your Money Back.

So now, dear reader, I want to say one word to you.

Are you listening?

Copy.

David Garfinkel
Publisher, World Copywriting Newsletter

Jul

25

The most overlooked way to increase your conversions… FINALLY, someone’s talking about it

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Here's the skinny: A Great Offer will boost your sales more than anything else.

But what is a great offer?

Ah, that's the question few can answer.

"Million Dollar" Mike Morgan can... and he's agreed to appear on a free teleseminar with me Wednesday, July 25, 2008.

To sign up for the teleseminar, visit: http://www.davidgarfinkel.com/learn-offers.

To read my article about Mike, offers, the teleseminar, and the secret behind my three-page sales letter that created $40 million in sales for a six-person business, visit: http://www.world-copywriting-institute.com/morgan-teleseminar .

David Garfinkel
Publisher, World Copywriting Newsletter

Jul

11

Three proven ways to get your business moving faster, right away

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The smartest people I know these days aren't debating whether or not we're in a recession -- they're taking action to counter the effects of a slowed economy on their business.

I recently contributed a chapter to Scott Aughtmon's excellent book How Your Business Can Survive and Prosper in a Recession. Here are three of my tips -- they're basic, and they work!

1. Get back in touch with old customers. You probably never thought of how much it cost you -- in cash, time, energy, and other expenditures -- to get your old customers in the first place. Don't feel bad; most business people don't think about that, either. But it's probably more than you would estimate. Many of those customers would buy from you again if you simply asked them. Extend an attractive offer and continue the relationship!

2. Make an extra effort to keep your current customers. Your competitors may be reaching out to steal your business. Hold on to what you've got. Go the extra mile with your current customers to keep them with you.

3. Offer prospective new customers a free sample. It's an idea as old as business itself. Does it work today? Yes. Eban Pagan has built an eight-figure (about $20 million a year) 21st-century Internet business with this strategy -- he starts out new customers by giving them valuable free content. Anyone in just about any business can find a way to make this idea work. Customers like it because it takes the burden of risk off of them.

In Scott's new book, I give seven more simple tips you can put to work for you right away.

Check out Scott's Web site at www.davidgarfinkel.com/recession-solutions for information about his book. He's gathered hard-core money-making advice from experts including Jay Conrad Levinson, Ted Nicholas, John Carlton, Laura Ries, Marlon Sanders, Yanik Silver and many others.

And I'm sure you wouldn't be surprised that you can get a free sample of what's in the book -- a six-page guide to getting more customers fast for your business -- on Scott's site.

David Garfinkel
Publisher, World Copywriting Newsletter