Imagine if The Honeymooners sitcom was still on the air today … surely the writers would have created an episode where Ralph Kramden, keyboard at the ready, struggles with a blank screen as he prepares to write his first spec assignment.

Or worse, commoditized to online page filler whose only purpose is to lend a hint of content on which to hang Google Adsense ads. (I’ll be writing more about that in a future post.)

But here’s the plain truth. Copywriting is a great profession. You can make a good, better or even great living at it. You can work for someone else or work for yourself. But it’s a craft and like anything else worth learning, it takes time, hard work, and yes, it takes some writing talent. (There, I said it.) and a respect for the sales process.

You wouldn’t necessarily know that by the deluge of junk courses, ebooks, programs being flacked by so-called copywriting experts I’ve never heard of that promise even the illiterate among us that copywriting is a fast, easy way to get rich. (There are many excellent courses and material out there, of course, and they, too, are tarred with the same low-rent brush.)

That’s why I was thrilled when Clayton Makepeace, a real-deal copywriting guru, covered this same issue in a recent article, TRUTH IN ADVERTISING: What Copywriting Gurus Never Tell You, in his newsletter, The Total Package. Here’s a quick recap of his 3 big fats lies about choosing copywriting as a career:

Big Fat Lie #1:  "If you can write a simple letter, you can be a great copywriter."
Clayton says, it ain’t about writing, it’s about writing to persuade. Perhaps even creating desire in prospects who didn’t know they wanted what you have to offer until you told ‘em.

Many of my students are excellent writers, but know little about the process of selling a product/service or idea. Or, and this is always interesting to me, the whole idea of selling anything to anyone is appalling and discomforting. (I talk to these folks about writing white papers and case studies instead. Ultimately, it’s all marcomm.)

Big Fat Lie #2:  "Copywriting is ‘the lazy man’s way to riches.’ "
Clayton says, becoming a great copywriter takes years of hard work — learning your craft and making it applicable to the real world … getting comfy and confident promoting yourself to prospective clients … and learning how to run your business like a business.

After 20 years on my own (next month is my business anniversary), I get a good living, flexibility for my family, and some nice tax deductions. But I work 5-6 days a week, 8-10 hours a day. Like the journeyman character actor, I’m not a copywriting superstar, but I make a living and it’s on my own terms.

Big Fat Lie #3:  "You’ll begin making the big bucks right away."
Clayton says, there are only three reasons why clients would hire a newbie. They’re clueless, cheap, or in rare cases, recognize copy talent and will mentor the newbie through the process. So what should you do? Get a job where you’ll write a lot and, if you’re lucky, get copy chief’ed by a pro. (Most of the gurus today learned that way, including moi.)

Play the short odds to success, learn your craft on someone else’s dime and time.

When I made the venture to go solo after 7 years of working for a B2B publisher and DM agency, I never felt like I was taking a huge risk. I already knew how to write effective copy for a wide variety of products, companies, and services. I already knew how a DM agency worked and how the paper flowed. So in my excitement and wee bit of arrogance, I knew the odds were in my favor. That was enough to go ahead.

Ready to play the short odds to a successful freelance copywriting career? Get hired, get a mentor, and get going!

Maven’s Maxim
When Clayton Makepeace tells you the unvarnished truth, listen AND make notes. Read the full article TRUTH IN ADVERTISING: What Copywriting Gurus Never Tell You … If you’re not already a subscriber to The Total Package, grab a free one here. (I scan a lot of newsletters but read this one word for word, and so will you.)

• Enjoyed this post? Get free updates by email or RSS
• Need a copy critique or a consult? Contact the Maven

So, I did my research and dug deep. I found some excellent resources which I’ve detailed below — and lucky for you, there’s a teleseminar next month that if you work or may work with hi-tech clients, you’ll want to check out. (Pssst, it’s co-hosted by this guy!)

But more on that in a second. Here’s my personal library of reads for working the hi-tech world. I read them all and found them very valuable as a marketer and copywriter. (Good stuff here too for anyone working in the B2B world, as well.)

Maven Transparency Alert: Amazon affiliate links

• Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI

  By Brian Carroll. Excellent resource on lead generation, marketing matrices, etc. This one gave me a strong overview for multi-step lead gen. I referred and referenced it often, and suggested my client do the same. (Good stuff here even if the sale isn’t all that complex, as well.)

• Selling to Big Companies

  By Jill Konrath. Although sales is not the same thing as marketing - tho they’re part of the same process - I find sales-centric resources very useful, especially for lead-generation marketing. Understanding how the sales process works after the lead comes in will help you craft stronger marketing materials upfront.

• Copywriting That Sells High Tech

  By Janice M. King. Unlike one or even two-step marketing where the sale closes relatively quickly and doesn’t require a committee to get to "yes!", hi-tech marketing involves getting lots of different folks on board, each with different agendas and needs. You have the user who’s usually the tech person … you have the executive who will make the final call … and you have the purchasing person who’s main job is to make sure that the company gets full value for the pending investment. This resource will show you how to reach them all effectively. A must-read for copywriters who want to work in this area!

If you’re wondering where white papers fall into the marketing/copywriting mix, here’s news about that March teleseminar I mentioned …

Writing to the Techie (Tips on Persuading Technical Readers With White Papers) (aff link)
Michael Stelzner and special guest Bob Bly discuss the secrets to influencing the influencer.

Here are just a few of the topics these two major mavens will tackle:

• What are proven strategies for writing to technical readers?
• Do techies only care about technical details?
• Can I persuade someone who knows more than I do?
• Do I need a technical background to write to technical people?
• What are some simple steps to convey complex ideas?

Duration: 60 minutes
Date: Thursday, March 15th, 2007
Time: Noon Pacific Time (1 PM Mountain, 2 PM Central and 3 PM Eastern)

Cost is just $29. (Imagine how much Bly and Stelzner get for an hour’s worth of their time anywhere else!) Can’t attend? Get the transcript and audio for your listening pleasure.

And just like the resources I mentioned above (which I paid good $$ for), I’ll be paying to listen in, too. For less than $30, it’s a great opportunity to fill in a few holes in my hi tech knowledge so I can move confidently when the next hi tech client comes a calling.

Sign-up and details here.

Maven’s Maxim
You don’t have to know everything about everything when a client calls. Just know where to go, what to read, and who to go to when they do!

• Enjoyed this post? Get free updates by email or RSS
• Need a copy critique or a consult? Contact the Maven

This is GREAT stuff about B2B copywriting (which is what I do mostly, for many of the reasons Bly talks about) and I promise you it’s worth the 5-10 minute read …
             
             
             
             
             
             
             

Clayton Makepeace Interviews Copywriting Ace Bob Bly on B2B Selling & Copywriting

In his newsletter intro Makepeace describes the interview thusly:

• How to create B2B promotions that blow the competition AWAY!
• 7 Key differences between B2C and B2B sales copy …
• Where to find responsive B2B e-mail lists …
• What business buyers REALLY want - and how offering it to them can drive your response through the roof …
• How to use dominant emotion copy to rocket your B2B response …
• The two Gatekeepers who get paid to trash tour sales message before your prospect sees it - and how to outwit them …
• How to build a six-figure B2B copywriting business … find clients … structure your fees … and more …
• A multi-million-dollar idea that could make YOU obscenely rich in 2007 
  

Obscenely rich? Well, I dunno. I do make a very good living, though. Ignore the B2C hype and read this succinct, clear-eyed examination of B2B copywriting from a master copywriter (who also makes a very good living :=) Read: Clayton Makepeace Interviews Bob Bly on B2B Selling & Copywriting

The interview doesn’t include a lot of links to sources mentioned (hey, guys, a little link love!), so I’ve made a list for your convenience:

• Clayton Makepeace, Total Package newsletter
• Steve Slaunwhite, For Copywr!ters Only
• Michael Stelzner, Writing White Papers (aff)
• Bob Bly Resources
• Perry Marshall, Free Google Ad Course (aff)

Maven’s Maxim
B2B copywriting isn’t for everyone. The products/services can be dry, arcane or just plain dull — but only on the surface. I’ve gotten passionate and wildly enthusiastic while writing about medical dictionaries, newsletters for the food & beverage industry, federal policy manuals for wonks and wonkettes, and stuff like that. I also love learning so getting to know more about noise abatement highway barriers and data replication is all for the good.

As you’re working your copy career, remember, businesses buy goods and services, too. Better yet, they’re hot and heavy to buy ‘em. That’s a win-win for any serious marcomm or marketing copywriter.

• Enjoyed this post?
  Get free updates by email or RSS
  
• Enjoy this blog? Please add Copywriting
  Maven to your Technorati favorites
  

Wow, is my face red. Broken links and a typo in my last post. And who caught me? Michael Stelzner himself. 

I’m going to have to turn in my proofreader’s card. (Actually, and this comes as no surprise, I’m a lousy proofreader.) But because I was in a rush and [YOUR BEST EXCUSE HERE], I didn’t even spell check the darn post.

Sorry, Michael.

Ok, like a cat who pushes her mistakes behind her with an elegant swish, swish of her hind legs, here is the information again, this time with a link that actually works.

Thriving As a Freelance Copywriter:
Becoming Well-Fed With White Papers and Other
Writing Projects
Date & Time: Thursday, January 11th, 2007 at 2pm.
Time commitment: Just an hour.
Cost? $29.

Cagney could do it all. A song and dance man from New York’s Lower East Side, he was smart, brash, and realized early on that if he was to get ahead in the movie business, he had to be a quick learner.

To illustrate his point, Cagney shared a story from his earliest days in Hollywood. Aftering kicking around the lots for awhile, he lands a small part in a silent Western. Problem was he had to ride a horse in all of his scenes.

"Can you ride a
horse?", he was asked. "Sure", replied Cagney.

Cagney, a city boy, had never ridden a horse in his life.
The director was skeptical. "You sure you know how to ride a horse?"
Cagney replied in the affirmative. "Okay, then, report to the set in a
few days." Cagney, cool as can be, says he’ll be there.

From there he went directly to a stable and began learning how to ride
a horse. He spent day after painful day learning just enough not to get fired. When the time came for him to report to work, he was ready. It
wasn’t great riding but it was good enough riding. At least it kept him in the movie business for yet another day.

So what does a James Cagney story have to do with building your freelance copywriting business? EVERYTHING if
you’re serious about building your copywriting business. Because the
trick to building your business is expanding your skill set with a "Yes, I can do that!" attitude.

White papers and related marketing materials represent a logical
line extension of the skills you already have — You can do this!

And I can’t think of a better way to learn more about it, without a huge investment of time or cash, than with a teleclass. Especially when it’s being hosted by Michael Stelzner, author of Writing White Papers, along with
his special guest Peter Bowerman, author of the Well-Fed Writer Series.

Thriving As a Freelance Copywriter: Becoming Well-Fed With White Papers and Other
Writing Projects will show you how to grow a successful freelance writing
business and answer the most critical questions on your mind, including:

• How do I land new projects?

• Is there a simple formula for pricing my services?
• What can I do to sell "myself"?
• How can I qualify prospects?
• Are there simple steps I can take to ensure a steady stream of opportunity?
• What are the secrets to writing content that leads to sales (such as titles and calls to action)?
• What are some tips I can use to improve my writing?
• What if I have never written a white paper or other project the client is requesting?
• Should I charge extra for rush jobs?
• Is it wise to pursue opportunities where very specific topical knowledge is suggested?
• How can I ensure repeat business?

Thriving As a Freelance Copywriter:
Becoming Well-Fed With White Papers and Other
Writing Projects
Date & Time: Thursday, January 11th, 2007 at 2pm.
Time commitment: Just an hour.
Cost? $29.

Plus you’ll get some useful takeaways, as well. Space is limited so you’ll want to sign up soon. Remember, these are the guys who literally wrote the books on the freelance copywriting business. Teleclass attendance gives you the chance to speak directly with two respected pros and get the low-down on what it takes to succeed.

Whether you’re a working copywriter or still aspiring to the craft, this is the kind of training that will quickly turn into real income.(And if it doesn’t, the guys will refund your $$. Guaranteed.)
Find out more here.

Maven’s Maxim
Expand and diversify your skill set based on what you already know — and you’ll grow your business the right way with loads fewer mistakes and miscues. Start with Thriving As a Freelance Copywriter
and start saying "Yes, I can do that!"