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Copywriting Genius For This Copywriter,Studying Packages That Didn’t WorkProvides the Clues for a Winning PromotionCG: Lee, please tell us about yourself. What was yourjob prior to becoming a copywriter?Lee: Copywriting was my first full-time job. I had completed30 credits of graduate school in American literature and I intended toteach on the college level.
I was getting married, though, and needed adaytime job.CG: Did you know what copywriting or direct responsewas before you became a copywriter?Lee: No, I had no idea about what copywriting was oreven about direct mail. I had never taken a marketing course - or evena business course - in college.CG: How did you become a copywriter?Lee: I had wanted to get a job as an editor. I couldn’tfind anything and I needed a job of some kind. A relative got me an interviewat Prentice-Hall to become a library sales representative.
They offeredme the job, but I turned it down because of the travel involved. They werenice enough to have me take a copywriting test for their College Department,and somehow I passed.CG: Were you self-trained or did someone help you? Didyou have a mentor of some type?Lee: I was basically self-trained. On my first day atPrentice-Hall, I was handed a sheet of copy guidelines developed by RichardPrentice Ettinger, the company’s former chairman. Prominent among the tenrules: “Never use humor - there is nothing funny about separating a manfrom his money.” Very early on, I started reading The Reporter of DirectMail Advertising and my bible was Dick Hodgson’s Direct Mail andMail Order Handbook.
A Well-Experienced CopywriterCG: How long have you been writing copy?Lee: I broke in as a copywriter in 1964, 42 years ago.There were several years on the agency side when I was not writing anycopy, and that’s one of the reasons I left the agency business.CG: What was the first project you worked on as a copywriter?Lee: I do not remember the first project. In the CollegeDepartment at Prentice-Hall, you did mostly self-mailers to try to getprofessors to adopt the textbook.
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The first one could have been the classicMcGregor and Burns text on American government.CG: What was your worst failure as a copywriter?Lee: Over 42 years, I’ve had many efforts that didn’tgenerate any response. In a majority of these cases, there were other factorsinvolved – poor product concept, bad list strategies, lack of an offer.On a pure copy basis - not looking at results, but at how the copy metthe creative brief - my worst failure might have been a promotion for BelmontRace Track. The agency I was with had this as a long-time account and wasbetween regular writers. I just kept striking the wrong tone, misunderstandingwhat is in the typical bettor’s head. Arming Himself With aWealth of InformationCG: Lee, let’s talk about your methodology. What’s thefirst thing you do when you get an assignment - study old controls, researchthe subject matter, talk with the editor?Lee: It’s always a combination of activities to get myselfsteeped in the company and its product or service. I not only study oldcontrols, but test packages that were miserable failures.
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Many direct marketing-focusedcompanies do not have customer research, or any kind of market research.That means I will seek general research about the topic from magazinesin the field, and also spend some time in online research. In the particularcase of this control, I did have a one-on-one conversation with the founderand editor.CG: What do you need the client to supply you with forthe project?Lee: Sample product, testimonials and case histories,profiles of the customer base, any research they’ve done. Many of my smallerclients don’t give me creative briefs, so we fill one out together – eitherin a phone conversation or via email. I’ll also want samples of controlsand flops - as already indicated - plus list usage histories, and any dataon offer testing.CG: How do you research or get to know the target audience?Lee: There are a number of ways I get to know the targetaudience. Testimonials and customer correspondence are helpful for learningconcerns and language. I visit web sites of other marketers targeting thesame audience to get an idea of their approach and of course look at directmail from others targeting the audience.
Then I’ll talk to people I knowin the target audience. For example, if I’m working on a package for customermanagement software, I’ll talk to colleagues, friends who use it. Concept StatementsGet the Project RollingCG: How do you come up with the theme or idea for thepromotion?Lee: In most cases, I come up with three or four themesin the form of concept statements.
These briefly position the product orservice and then describe the components of the package. For example, twodifferent concepts for a hearing aid manufacturer might look like the onesbelow (only partial concepts shown). So the client decides which of thethree strategies to pursue. And sometimes, we take elements from all ofthe concepts.CG: Do you develop the headline first or start withthe body copy?Lee: I always start with the headline. One reason isthat the concept behind the headline has already been outlined in the conceptstatement.
I’ll play around with both tone and length but the message isthe same. The envelope is always first, the letter always second. SometimesI’ll move to the response form before I do the brochure (if there is one).CG: After you finish a draft do you let it rest fora day or so and then re-read and make edits?Lee: I may let the envelope teaser copy, Johnson boxand letter opening rest for a day. Once I start on the body copy, I’m prettywell locked into the project. I may read through the body copy once andmake some minor edits, but I normally edit as I’m writing.
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Knowing Whento Put Your Pen DownCG: How do you know when the copy is done, and you cansubmit it to the client?Lee: To me, copy is never really done. You can alwaysimprove it. You submit it when you know that for the time you have beengiven, it’s your best shot.