Back in 1985 when I first started copywriting, only help I could find on subject were books by Herschell Gordon Lewis, Bob Stone, David Ogilvy, and a few others. I didn’t even look for books on how to build a copywriting business because it never crossed my mind that one would exist.
Since that time copywriters have access to some very fine books on how to build their businesses, most notably books by Bob Bly, Steve Slaunwhite, and Peter Bowerman. But even these books can’t help you when you’re confused about how to make a project move forward that’s “stuck,” or what to do with a client’s new hire who doesn’t seem to want to work with you.
These are problems one of my coaching clients had last week, and I was able to solve both of her problems with one document that I have refined throughout years and which has kept my direct response campaigns on target 100% of time.
This particular client reported back at our next session that everyone was thrilled with “her idea,” and new hire became warm and friendly, and offered lots of eye contact.
This is just one real world example of how personal coaching by a veteran copywriter can increase a copywriter’s business success. My clients come to me with all of challenges, issues, and problems I encountered on my own for so many years — challenges I’ve overcome hard way by making mistakes, spending too much money, and growing ever so slowly toward success.
Today I’m enjoying benefits of working with some of world’s most prestigious companies, of having many contacts in industry, and being able to choose projects I want to work on and reject those I don’t.
In recent years I’ve helped many copywriters, mostly those who became friends. But now I have gone one step further by offering my services on a professional basis. Today I am coaching a seasoned copywriter on best way to get more clients; for another, I’m getting her on track for earning more money; and for a third — a newcomer to copywriting — I’m helping him create powerful marketing materials.
Rarely does a copywriter come to me with a single issue. Usually they’re trying to achieve a short- or long-term goal, so we set up weekly one-hour phone sessions with 24/7 support in between. After each session, copywriter (or graphic artist) completes “homework” that pertains to his or her goals.