A lot of people ask me how I wound up being a DM copywriter. As most of the writers in the upper levels of copywriting didn't start out that way, I am a little strange in that I have been a copywriter since graduating from college. Here's how it started ...
When I was 15, my Mom brought home a book from the library called Ogilvy on Advertising. Most advertising/marketing pros know it well. She said, "Stephen, you should read this, I think you'd make a good copywriter." I did read and I was hooked! I loved seeing the salemanship ... the creativity. The art of selling!
Though I put everything from Lawyer to Marine Biologist to Mechanical Engineer on my college applications, I knew I really wanted to be a copywriter. I think I was the only freshman in my dorm who actually had a major picked out!
I graduated with a degree in advertising from BYU with the goal of being a big Madison Avenue creative genius, writing ads for Coke and Nike. And after banging on every ad agency door in Utah looking for a job, while being told "You're talented, but have no expeience, FINALLY Peter Harrison at Smith-Harrison Direct gave me a shot. Here's the caveat ...
"We are a DM agency. What do you know about direct marketing?" "Nothing," I truthfully told him. I ran to the campus library and found a book by Bob Stone, and read feverishly!
Alas, my education had been grossly neglected! In 4.5 years, never a single word was uttered about direct marketing.
Peter got me hooked on the common-sense world of measurable advertising! And I knew I could never go back to my former mode of thinking.
That was nearly 14 years ago. I have since written millions of words for hundreds of clients around the world.
Though hard, I do love what I do, and know I have a gift for copywriting.
Thanks, Mom!
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Monday, March 31, 2008
Friday, March 21, 2008
Bad Businesses Fail
Maybe, because you're somehow affiliated with the marketing industry, you do this too ... While you're driving around your own town or city, or anywhere else, and you see a new business has opened up, you instantly pass judgement as to the long term viability of that business. I an spot a failure from 100 yards away.
Not to boast, but I am right more often that I am worng. I see businesses pop up that seem to have not given a single thought as to whether anyone cared that they were in business or bothered to see if they had a good offering and a ready and willing group of buyers.
Just because a person has a great idea and "always wanted to have their own business" is NOT a good enough reason to pump lots of cash and time into making it happen! Unless they are SURE they indeed have a good idea.
I have seen this happen countless times. And I have talked to a lot of these people. Failed busines owners. It's a large group. And a large part of the problem is they don't understand marketing or how people think and operate.
It's no different in the DM world. Not all ideas are good ones. I am continually amazed at some of the stuff people send to me who want to take a swipe at mailing an offer. I have looked at mail peces that truly, honestly suck.
The moral of the story is this: When you own a busines of any sort, smart marketing rules. And if you aren't smart enough to do it yourself, hire a pro. Or at least ask one to do you a favor and review your plan.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Not to boast, but I am right more often that I am worng. I see businesses pop up that seem to have not given a single thought as to whether anyone cared that they were in business or bothered to see if they had a good offering and a ready and willing group of buyers.
Just because a person has a great idea and "always wanted to have their own business" is NOT a good enough reason to pump lots of cash and time into making it happen! Unless they are SURE they indeed have a good idea.
I have seen this happen countless times. And I have talked to a lot of these people. Failed busines owners. It's a large group. And a large part of the problem is they don't understand marketing or how people think and operate.
It's no different in the DM world. Not all ideas are good ones. I am continually amazed at some of the stuff people send to me who want to take a swipe at mailing an offer. I have looked at mail peces that truly, honestly suck.
The moral of the story is this: When you own a busines of any sort, smart marketing rules. And if you aren't smart enough to do it yourself, hire a pro. Or at least ask one to do you a favor and review your plan.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Monday, March 17, 2008
Agency copywriting vs. a Freelancer
I recently got a call from a would-be client I met at a tradeshow. Initially, instead of using me for their direct response copywriting, they had decided to use an agency they knew of.
Results: Disasterous. Lots of money lost.
Now, believe me, this is not first time I've lost a client or project to an agency, only to have them crawl back after a disaster and say they made a huge mistake. (While I swallow the huge "I told you so" that is trying to escape from my mouth!)
I've seen it happen time after time ... a company hires a DM Agency with the promise of great results, (usually at a far higher cost because they have so much overhead ) and then the results are so poor they feel shellshocked. Why is this?
The answer is easy ... Experience. Guaranteed ... if you went into most DM agencies, they will tell you, absolutely, they do direct response mail (copywriting), email, space ads etc. They really don't. They "can", but they shouldn't. As in I "can" perform surgery or do your taxes, but I shouldn't.
While agencies are full of great, smart and talented people, and serve a valuable function (all services under one roof), if you want to see excellent results, don't use an agency to do your copywriting, or at least do your homework. They simply don't have the people with the expereince or skills you need to do correctly. (FYI: The really good writers don't work for agencies)
Usually, they have a Creative Director with no DM copywriting experience, who is giving the assignment to a junior (cheaper) copywriter with little or no DM experience
And that's just the tip of the iceberg, as you will then spend tens, even hundreds of thousands of dollars on printing and postage. And when it tanks, now you're really stuck.
This is exactly why I have been hired by the world's largest ad agency to write DM pieces for them. Why? Because among the thousands of employees they have worldwde, they still don't have anyone with my skills and experience to get results. They are smart enough to take the job, then go hire a pro to do the copywiting. The fact is, I get hired by many agencies who know better than to tackle the writing themselves.
I'm not trying to knock agencies, only to save you time, money and hassles. It happens a lot. Promises of "we can do it all" but it doesn't work out. If they say they can do the writing, you'd be best serve by asking "who" exactly is doing it and if they're really qualfied.
No marketing effort is guaranteed to work. I can't guarantee results. But having written literally thousands of DM pieces, your chances of success are far greater with me or another top writer, than with most DM agencies. I only hope someone reads this and saves themselves time, money and complete disaster by hedging their bets with a experiened copywriter.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Results: Disasterous. Lots of money lost.
Now, believe me, this is not first time I've lost a client or project to an agency, only to have them crawl back after a disaster and say they made a huge mistake. (While I swallow the huge "I told you so" that is trying to escape from my mouth!)
I've seen it happen time after time ... a company hires a DM Agency with the promise of great results, (usually at a far higher cost because they have so much overhead ) and then the results are so poor they feel shellshocked. Why is this?
The answer is easy ... Experience. Guaranteed ... if you went into most DM agencies, they will tell you, absolutely, they do direct response mail (copywriting), email, space ads etc. They really don't. They "can", but they shouldn't. As in I "can" perform surgery or do your taxes, but I shouldn't.
While agencies are full of great, smart and talented people, and serve a valuable function (all services under one roof), if you want to see excellent results, don't use an agency to do your copywriting, or at least do your homework. They simply don't have the people with the expereince or skills you need to do correctly. (FYI: The really good writers don't work for agencies)
Usually, they have a Creative Director with no DM copywriting experience, who is giving the assignment to a junior (cheaper) copywriter with little or no DM experience
And that's just the tip of the iceberg, as you will then spend tens, even hundreds of thousands of dollars on printing and postage. And when it tanks, now you're really stuck.
This is exactly why I have been hired by the world's largest ad agency to write DM pieces for them. Why? Because among the thousands of employees they have worldwde, they still don't have anyone with my skills and experience to get results. They are smart enough to take the job, then go hire a pro to do the copywiting. The fact is, I get hired by many agencies who know better than to tackle the writing themselves.
I'm not trying to knock agencies, only to save you time, money and hassles. It happens a lot. Promises of "we can do it all" but it doesn't work out. If they say they can do the writing, you'd be best serve by asking "who" exactly is doing it and if they're really qualfied.
No marketing effort is guaranteed to work. I can't guarantee results. But having written literally thousands of DM pieces, your chances of success are far greater with me or another top writer, than with most DM agencies. I only hope someone reads this and saves themselves time, money and complete disaster by hedging their bets with a experiened copywriter.
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Tuesday, March 11, 2008
Marketing's Personal touch ...
Tonight I had dinner with a good friend and colleague who was in town to enjoy Utah's "Greatest Snow On Earth" (FYI: If YOU also want to enjoy said snow, see my website for my amazing offer!)
Anyway, with his printing business based in Ohio, and clients across the U.S., he will soon make a full time job of criss-crossing the country in a luxury 5th wheel camper, meeting with his clients one-on-one. Why, in a day of email, cell phones, texting, Laptops, IM, Blackberrys and outrageous gas prices would he go to so much trouble to see a client?
Easy, he closes more deals that way. It's the dying art of creating a personal relationship. Treating them as not just a client, but a friend. Something I have learned goes a long way.
And something that, when I finally got it, changed the way I wrote sales copy for the better. I know I only have a short window of time to get in stride, and on a personal level, with my reader.
In today's marketing cluttered world, it HAS to be personal. As if I could be there in person to deliver the sales pitch myself, with passion, convincibility, emotion, credibility and respect.
Something to think about as you examine your own marketing and advertising. Is it personal, or a bland delivery from a faceless enity far away!
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Anyway, with his printing business based in Ohio, and clients across the U.S., he will soon make a full time job of criss-crossing the country in a luxury 5th wheel camper, meeting with his clients one-on-one. Why, in a day of email, cell phones, texting, Laptops, IM, Blackberrys and outrageous gas prices would he go to so much trouble to see a client?
Easy, he closes more deals that way. It's the dying art of creating a personal relationship. Treating them as not just a client, but a friend. Something I have learned goes a long way.
And something that, when I finally got it, changed the way I wrote sales copy for the better. I know I only have a short window of time to get in stride, and on a personal level, with my reader.
In today's marketing cluttered world, it HAS to be personal. As if I could be there in person to deliver the sales pitch myself, with passion, convincibility, emotion, credibility and respect.
Something to think about as you examine your own marketing and advertising. Is it personal, or a bland delivery from a faceless enity far away!
Stephen Kimball
Freelance DM Copywriter
www.skcopywriting.com
Monday, March 10, 2008
Junk Mail
Part One:
Yesterday I was reading the magazine portion of the Sunday paper, and one of the teasers on the front cover was "How to Stop Getting Pesky Junk Mail." Now, I could, but I don't, take offense to this. After all, I make a good living writing "Junk Mail." So it's in my best interest to keep it going. However, I absolutely believe anyone has the right not to receive it if they choose. That's part of what makes America great! However ...
Part Two: A week or so ago, my wife went to get the mail and there was none. I went back a few hours later to get it, and being well past the mailman's work day, I concluded that we just didn't get any that day. Which is odd ... and a bit unsettling. And THAT is what balances out the feelings of those who say they don't like junk mail.
I submit, that NO ONE likes going to the mail box and finding nothing. While many may not admit it, I think it makes people feel sad and unloved if they don't get any mail. They may complain on one hand, but something is always (or at least usually)better than nothing!
If the legislation that has been proposed in many states passes to allow people to put their name on a Do Not Mail lIst, it could hurt my clients and then me. But I hold out hope that given the choice, most people will choose something, over nothing.
My Job ... I like to make sure everything I write is useful, high-quality and welcome in a person's mail box. I know I won't please everyone, but I like to think they will find my clients mail a useful message, rather than an intrusion.
Yesterday I was reading the magazine portion of the Sunday paper, and one of the teasers on the front cover was "How to Stop Getting Pesky Junk Mail." Now, I could, but I don't, take offense to this. After all, I make a good living writing "Junk Mail." So it's in my best interest to keep it going. However, I absolutely believe anyone has the right not to receive it if they choose. That's part of what makes America great! However ...
Part Two: A week or so ago, my wife went to get the mail and there was none. I went back a few hours later to get it, and being well past the mailman's work day, I concluded that we just didn't get any that day. Which is odd ... and a bit unsettling. And THAT is what balances out the feelings of those who say they don't like junk mail.
I submit, that NO ONE likes going to the mail box and finding nothing. While many may not admit it, I think it makes people feel sad and unloved if they don't get any mail. They may complain on one hand, but something is always (or at least usually)better than nothing!
If the legislation that has been proposed in many states passes to allow people to put their name on a Do Not Mail lIst, it could hurt my clients and then me. But I hold out hope that given the choice, most people will choose something, over nothing.
My Job ... I like to make sure everything I write is useful, high-quality and welcome in a person's mail box. I know I won't please everyone, but I like to think they will find my clients mail a useful message, rather than an intrusion.
Friday, March 7, 2008
Virgin Tracks here ... I guess it's about time l join the rest of America and blog my time away!
So my first post ... a story about a bird. We live on a mountaiside. And the back of our house has a lot of very large and high windows. As I sat talking the other day, I kept hearing someting hit against the windows. And I knew there was nothing back on our deck to hit against the windows. So I walked back to look, and there was a poor (I'm guesing a "teenaged" bird) who was stuck. He thought our large windows were his ticket to freedom. He was quite mistaken, and I just thought "dumb bird!"
All he had to do was fly around our house or go "the other way" left or right, and he'd be free. But he just kept thumping against the house for a long time.
So, here's the moral of the story ...
I run into companies all the time that are like this bird. They keep thumping against their marketing problems over and over. Now, I make a nice living writing direct reponse copy for some very big companies. But perhaps one of the more valuable services I offer, I give away absolutely free of charge. l show them ways to "get around the house."
After all, what was the bird's real problem? He was too close to the house. If he simply backed up and looked, he'd see the solution to his problem.
I love doing that for companies who just can't see how to do anything diffently. They get bogged down in "I can't" "We never have" and "How else could we do it."
Thats's what I love ... offering a fresh perspective and a great solution to, what seems to them, an unsurmountable problem.
Whew ... A virgin no more!
So my first post ... a story about a bird. We live on a mountaiside. And the back of our house has a lot of very large and high windows. As I sat talking the other day, I kept hearing someting hit against the windows. And I knew there was nothing back on our deck to hit against the windows. So I walked back to look, and there was a poor (I'm guesing a "teenaged" bird) who was stuck. He thought our large windows were his ticket to freedom. He was quite mistaken, and I just thought "dumb bird!"
All he had to do was fly around our house or go "the other way" left or right, and he'd be free. But he just kept thumping against the house for a long time.
So, here's the moral of the story ...
I run into companies all the time that are like this bird. They keep thumping against their marketing problems over and over. Now, I make a nice living writing direct reponse copy for some very big companies. But perhaps one of the more valuable services I offer, I give away absolutely free of charge. l show them ways to "get around the house."
After all, what was the bird's real problem? He was too close to the house. If he simply backed up and looked, he'd see the solution to his problem.
I love doing that for companies who just can't see how to do anything diffently. They get bogged down in "I can't" "We never have" and "How else could we do it."
Thats's what I love ... offering a fresh perspective and a great solution to, what seems to them, an unsurmountable problem.
Whew ... A virgin no more!
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