Hello, again!

Welcome to the May GOT COPY? newsletter!

A couple of you have expressed interest in reprinting some of my past articles. If you would like to do so, please email me so we can e-chat about particulars.

Feel free to pass along this issue to your colleagues and encourage them to subscribe. Just remember to forward the entire newsletter along with the copyright information at the bottom.

As always, I welcome your copywriting questions and your feedback on anything you read in this issue:

(On a side note, best of luck and a happy summer to the young women in the Advertising and Mass Media classes at Russell Sage College! I hope that GOT COPY? has helped you in some small way.)

Enjoy your day,
~ Stevie Ann Rinehart, Independent Copywriter

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GOT COPY? - Issue 7 - May 2002

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IN THIS ISSUE:
(1) AT ISSUE: Should Copywriters Learn Non-writing Skills?
(2) MARKETING/WRITING TIP: Marketing Yourself As a Copywriter
(3) RECOMMENDED WEB SITE: RankWrite.com
(4) UPCOMING ISSUE
(5) NECESSARY BLURBS

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(1) AT ISSUE: Should Copywriters Learn Non-writing Skills?
I admit I'm a bit of a purist. For years I've believed that a writer shouldn't be expected to do design, HTML coding, or Web development (or anything else for that matter) just as experts in those areas shouldn't have to write. I've always thought that the primary skill would suffer as a result. And I'm not alone in my thinking.

Unfortunately, full-time copywriting jobs - and even sustainable freelance opportunities - are hard to come by, whether you're new to the field or a seasoned veteran. This necessitates that we learn non-writing skills in order to remain employed as a copywriter. Which do you choose? How about those that interact with and impact your copywriting? Try these:

- Desktop publishing
- Illustration
- HTML coding
- Web design and development
- Media relations
- Graphic design

You don't have to become a certified expert in any of these areas. Just having a working knowledge can certainly make you more marketable and employable. You can:

(A) Gain a clearer understanding of how peripheral skills work with your words so you can become a better writer.

Knowing design basics may influence your word choice - conveying more colorful, active imagery - thus giving designers ideas for visually depicting your copy.

Becoming familiar with HTML allows you to truly appreciate how your words can be displayed online, especially given text-formatting limitations.

For me, writing captions and dialogue back in my cartooning days conditioned me to hone my writing, particularly for shorter copy. And when I both write and illustrate a piece, it's easier to drive the message home for the reader because I have more control over the whole project, not just one component.

(B) Increase your value and your profit margin.

The key benefit to potential clients is that you can offer more for their money in an integrated package: an editorial illustration or graphic with your magazine article; the design for an ad you've written; HTML coding of a Web site you authored; or distribution of the pitch letter and press release you wrote. If you can do more components of a job - and do them well - that's less for your client to do themselves or outsource elsewhere. And you increase your income as a result.

(C) Apply specialized knowledge to your writing so you can develop a niche area.

I'm not talking about industry-specific knowledge (e.g., medical) or specialty writing (e.g., video scripting), but rather "process" or "interpretation" knowledge. For instance, do you understand search engine optimization (SEO)? If so, leverage your expertise by writing to achieve measurable ranking results. You can apply this same niche-writing if you grasp the intricacies and uses of e-commerce or market research, for example.

So how do you introduce or incorporate your new skills? Be your own first client by doing your own HTML coding or brochure illustrations. Offer your latest skills for free or at a reduced rate to build up your comfort level and experience. Sit alongside your company's Web team, designers, or PR staff and let them supervise as you take the reins occasionally. These tactics worked for me in the past - and advanced my writing career.

See? Becoming skilled in some non-writing areas really can enhance your copywriting as well as your marketability - and even keep you from getting into a writing rut!

What's been your experience? What types of non-writing skills have you been asked or required to learn? Has it helped or hindered your writing? Please email me at Non-writing skills. I'd love to share some of your comments in the next issue.

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(2) MARKETING/WRITING TIP: Marketing Yourself As a Copywriter
You've honed your craft and built a respectable portfolio. Now you've got to get the word out about YOU.

These marketing methods have worked best for me as a copywriter, and will ideally work for you whether you're a freelancer or employee. These don't guarantee immediate business, but they'll get your name and service offerings in front of people.

~~ Networking ~~

As much as we copywriters love to sit in front of our computer screens, we must get out and network. Where? At business community events such as Chamber of Commerce seminars; at industry events specific to the one you want to target such as high-tech expos; and don't forget association meetings/education seminars - particularly those that focus on marketing or business communications.

This last one is ideal. In a span of two weeks, three people I had met through a monthly marketing seminar wound up becoming clients! It's because they were in a position to hire me. You need to be among the people who (a) are in a position to engage your services - such as marketing directors/VPs and small-business owners; and (b) work in the industry you want to target.

~~ Viral marketing ~~

Commonly known as "word-of-mouth" advertising or the grown-up version of "pass it on," it's a strategy to promote your message, name, or brand.

How'd you get this e-newsletter? Did you read about it from Debbie Weil at WordBiz.com or Peter Kaufman formerly of ClickZ.com? They mentioned my site, prompting some of you to sign up for my newsletter. Then perhaps you forwarded it on to your colleagues (highly encouraged, by the way). This greatly increased my readership base and the impact I have in helping people with copywriting, and established me as an expert in the field. This strategy can work for you, too.

The key is to have something worth passing on - like an e-newsletter, special offer, information-packed tip sheet, etc., that will benefit your copywriting business - and your potential clients. Start with your past and current client base, and work outward to business colleagues. You'll be amazed at how fast your exposure grows.

~~ Stay in touch with past and current clients ~~

This is a big one. I emailed a client a couple of weeks ago just to say hi. He replied saying not just hello, but that he needed another project done! He'd been so busy that he didn't think to initiate contact, but was grateful I'd sent him a message.

Your marketing doesn't have to include a sale, offer, or information. Stop in and say hi, send an e-greeting or email message, phone a friendly hello. Just staying on your prospect's radar screen and letting them know you're available can make a big difference in your bottom line. It's so simple, but many people don't institute a regular communication program with prospects and clients.

Yours truly is guilty of not doing this enough, but I'm changing that. What do YOU have to lose - besides business opportunities?

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(3) RECOMMENDED WEB SITE: RankWrite.com
If you've got a burning desire to learn about copywriting for search engine optimization, this is the place to go to. This comprehensive site delves into the how's and why's of copywriting for SEO and its impact on online marketing. This kind of information will help those of you who write online copy.

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(4) UPCOMING ISSUE: June 2002
~~ At Issue: How Do People Perceive Copywriters?
~~ Marketing/Writing Tip: How to Handle Critiques of Your Work

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(5) NECESSARY BLURBS
Promote viral marketing! Just copy and paste the above URL into an email message and forward to a colleague. Feel free to CC me as well. (I don't give out e-addresses.)

Questions? Comments? Kudos? Call 602.391.9536 or click Feedback.

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