Jack Forde Rocks

Hi Phil

How true! When I first started writing from home, I had to compete to get a foot in the door. I now find that I can get a modest amount of work at a more reasonable rate, due in part I think to having had some books published. (And that didn't pay very well either!)

Looking forward to your second part.

Thanks for popping in, Alan. The book game is a dicey one, ay. Lots of work but great for positioning/meeting new people/etc.

David Meerman Scott often says that all the info in his books is available for free on his site (though scattered and unorganized). People buy the books because they want the convenience. Gary Vaynerchuk says something similar – and that the “thank you” economy is what drives his book sales.

I need to write a new book – if for no other reason than to capture all the latest thinking hurtling through my synapses. Must focus.

Nice article, and quite true on many fronts. I worked for an online marketer who had a CEO continually tempted by the low dollar signs of outsourced creative. Thankfully, after awhile, he saw that the EXTRA work created by having to fix the content ate up any “profit” from using low-ball writers. I'm a marcom/PR writer, so I generally don't run up against this – but I see where others must combat outsourced creative.

Thanks, John. Do you know if this CEO captured any of the info related to the hidden costs of outsourcing? Anecdotal or some metrics? I'd like to gather some case studies about this phenomenon. They would be useful for guys like us.

Nice site, btw. Would you say your niche is low-cost copy for small businesses?

I am working a piece at a time to learn this industry, with a time-line of three years hence to really launch. I have been following a couple people who seem to be doing really well getting their face and blogs everywhere. The content is repetitive, often poorly written, and very long on hyperbole and self-promotion. I happen to know these people and somehow they have managed to get some very good references, though I also know that much of what is said in their bio's are false- work histories, education, influence…. It is discouraging to see how widespread their stuff is and how well it works.
My question would be, is there still a playing field in which a beginner can compete in this new world as you described on Copywriters Rroundtable, or do I throw in the towel and look for some other niche before I start?
I have always believed that integrity, excellence, a hard work ethic and the golden rule will bring the best results. But it seems to be harder to gain ground where the only rule seems to be quantity and hype.

It's possible that these guys are hacks that cut and paste and lift from their peers…. I'm guessing that you're describing a group of writers that are engaged in “Internet businesses.”…? is that accurate? There's a lot of shadiness there.

Short answers: Yes – the beginner can compete. No, there is not a level playing field.

The playing field has never been level – and won't be. One advantage you have as a beginner is that you've grown up with a different set of technologies than some of the older, more established folks did in their day. They have advantages over you – experience, clients, testimonials, etc.

So don't throw in the towel.

My conviction – after 15+ years of writing for co's – is that you will gather a sort of “magnetism” for your niche after certain amount of time. But you can't magnetize until you commit to a specific niche and build in the “integrity, excellence, and hard work ethic” you mention.

I wouldn't worry about charlatans and “short money” opportunists. Pick well-defined subjects and expertise that you can address with authority, then position yourself. And don't worry about spamming Twitter or collecting followers/fans. You'll find the right crowds when a certain critical mass is reached.

, I half, maybe even 3/4 agree with you, about being creative. The fundamentals are not just the same, they are even more important. starting with respect the potential customer. The old way of not understanding the Why's of Advertising and Marketing, is dying.
As I see them, the underlying rules are: 1) Do not offend the customer; 2) be memorable (in the right way); 3) Identify your USP. (The preceeding is copyright 1998, 2009, 2020, FBN Group and Walter Daniels) Even if they didn't actually know them, many of the old experts had an empirical understanding of them.

Speaking of not offending the customer.. I read an interesting (and paradoxical) bit about the subject this morning: http://www.mondaymorningmemo.com/newsletters/re...

Your rule about “being memorable in the right way” is particularly relevant.

What points do you take issue with? (about being creative)… Can you elaborate about “not understanding the Why's of Ad & Mktg?” and how it's dying?

Thanks for the comments Walter – keep em coming.

The 2nd part of the post is live here: http://www.qualitywriter.com/2010/warning-to-cr...

.. And you probably received the email from J Forde, as well.

Of course you want the ad to be memorable, but if it's memorable for being offensive to a large number of people, it ultimately fails. Part of the problem, to me, is that most advertising/creatives are on the “Least and Left coasts.” What doesn't raise an eyebrow in NYC/LA, may be offensive in the heartland. In fact, it often is. An example is using sex, as sex, to sell something. Not the usual, average looking man, uses product X and attracts beautiful women.
I mean making it look as if they would do it right there in public, as result of the desire factor. Or, making children look like the adults in the family, and adults the children. Locally, Burger King has the record for sexually/intellectually offensive commercials. Yes, they get “noticed,” but so will a beautiful woman walking down the street naked.
A good ad is noticed, but not for being offensive. It's noticed because it communicates well, not louder. It also operates on the recognition that unless I have a need, I tune out what it says. If I need a car, I pay attention to car ad's, otherwise I don't. Making them louder, more “attention grabbing,” does not lead to selling me a car (their aim). If I am seeking a car, it can make me decide _not_ to buy from that dealer/Mfr. The exact opposite of the intent.
An ad works because it has done one of two things. 1) It caught my attention when I needed the product. 2) It caught my attention *in passing,* and left me with a favorable feeling towards the product. If you're aware of the American Budweiser commercials, these are a good example for me. I'm lethally allergic to alcohol, if I drink it. This means I never buy alcoholic beverages to drink. I might buy them for others, but not for me. So, for me. all beers are the same. (I'll pause to let the crowd settle.)
Unless I know those who will drink it want a specific brand/type (most don't), I will buy Budweiser. I'll choose it based on the way the ad's left me feeling. They left me with a favorable attitude, towards a product I will *never* use. If I feel really good, I'll buy Sam Adams. Again, based on good advertising. The ad's stood out, and weren't offensive, unlike most other brands.
My comment about most “not getting the underlying principles,” is based on the robotic reliance on “Stand out from the crowd,” and “heard 7-10 times before it is remembered.” slogans. I've read some of the writings of the real masters, Gary Halbert, etc. They know there were rules underlying what worked. They even “mapped out” ways to make ad's effective. But, they could only say. “I did this, and it was more effective than if I did that.” They didn't, or didn't say if they understood the real, underlying reasons. I spotted it because I could spend enough time watching/listening to ad's, to see what worked. Once I saw what worked, I looked for the deep down whys. I told a few people my ideas, and they saw exactly what I saw. Anyone else with an open mind could have seen what I saw. I suspect that a very few “creatives” know the same, and use it very effectively.
Others obviously need to have a clue telephone pole applied. They're so far off the mark that a stick won't make any impression. John Carlton has said that “90% of ad's are wasted.” He used another word, starting with “C.” He gets paid to make money for people, and he says it too.
If a company's Brand starts before I ever see a salesperson, Ad's must be pretty important? When you hunt/fish, you don't scare off the fish/prey. You softly tempt it, to come closer, so that it becomes interested in your “offer.” Screaming, beating on the water, etc., may attract a few, but the majority flee . Why would potential customers behave differently?

I understand the Left-Right coast thing entirely (Lease/Left – love it!). My dad lives in MN, and they often scratch their heads when contemplating Hollywood and Madison Ave. Those “insiders” will often congratulate themselves with “creative awards,” but they rarely turn out content that people enjoy… or messages that deliver conversions.

Great examples. I need to read some Gary Halbert (I just googled him and landed on his courier/spartan web site-pitch – Looks great). I'll check out John Carlton, too.

Agreed on the “soft sell”/hunting analogy. I'm right with you.

Hi Bobbie, 

Wish I’d seen this a year ago when you posted it. I hope you’re NOT talking about me when you say “repetitive” and “poorly written”… only because I’d be mortified if you were. ; )

As for the other descriptives, I’m sure I know or at least know of some of those people you mention, too. Though, I’d be willing to give almost anyone a free license on self-promotion. After all, as someone wise once told me, how else to be heard? I’ve seen too many great talents waste away in obscurity while waiting for opportunity to come pry them out of their darkened bedrooms.

But I did want to say on the rest that I second everything Phil said: no, the playing field isn’t perfectly level. But no, you shouldn’t throw in the towel just yet. And yes, a resounding YES, integrity and hard work plus the golden rule will win out, in the end. Well, all that and… a little of the self-promotion we just talked about… because who better to believe in the power of marketing than a copywriter, even a beginning one?

Frankly, I don’t think you can make it long term in this business without working hard to sell good products to customers who want and need the same. There might be those out there who could sell ice to Eskimos. But for most of the rest of us, if you can’t believe in what you’re selling, you can’t sell it.

As a beginner, it’s all going to seem difficult. Anyone who says otherwise is selling you something other than they should be selling. But part of the reason there’s so much opportunity in this particular industry is that too many people throw in the towel too early. 

Here’s hoping you’ve stuck it out at least this far.

Best, 
JF

Thanks for the celeb drop in, Jack! . Much appreciated and great advice for Bobbie. 

The crux: ***But for most of the rest of us, if you can’t believe in what you’re selling, you can’t sell it.***