I know money isn't everything but...

Anyone thinking I use this blog to let off steam is absolutely right on the money. And today is no exception, except from today, I'm also going to start adding a few 'business thoughts', just to make it even less interesting. Yeah! Thought you'd like that. Okay let's get on with it...

As most of my clients are based in the US, it was quite surprising to get 5 requests in a row, for quotations from people based right here in the UK. It was even more surprising, when I discovered that each had exactly the same product they wanted to market, and to a UK audience only. Each one asked me to produce a long sales letter for a web page, an introductory page, a classified ad and a press release.

Hmm! Someone's been making some money selling on these products, I thought. And yes they were. In fact it was old money-bags himself Mr XXXXXX XXXXXXXX. I'd love to give you his name but let's just call him 'Mr R' for now.

Mr R has made a fortune from mail order, selling people 'dreams' of becoming filthy rich, while all the time these dreamers were just making him filthy rich. I've been on his mailing list for years, under a different name, and I know about all his little 'offers', for want of a better word. It's quite amazing to learn that this guy has built up a following over the years, but I don't ever recall him having any hypnotic powers as such.

Then I guess, money is itself an hypnotic subject.

I don't blame anyone for making a mighty mint out of mail order, but opportunities in the print and mail business are fading fast. Here's what I have say about it. (The business thought)

Has the Internet Killed Off the Direct Mail Baron?

Over the past 30 years, direct mail has been responsible for generating vast amounts of money for businesses and individuals alike, but is it still an effective means of marketing?

The short answer, in the short term, is yes. But the Internet has without doubt diluted the power of pen on paper and will continue to do so, until only a few die-hard individuals and the glossy brochure brigade, are left to pick the bones of an industry once plump and ripe for plucking and plundering.

Today, the Internet offers the consumer a pure, unadulterated and convenient environment for buying goods, services, bill paying and browsing. And with more people logging on every day, it’s where businesses need to focus.

Compared to direct mail, marketing a business or service on the internet is simple, very cost-effective and can be just as profitable. If it’s the ‘right’ kind of business, offering the ‘right’ kind of product or service, it can prove to be overwhelmingly prosperous. And there’s many an Internet millionaire that will testify to that.

The big advantage, in terms of doing business on the Internet, falls right at the feet of the little guy. The one-man outfit, who has virtually no overheads and no employees. Better off still, is the little guy with no overheads, employees, products or services. He can make a phenomenal amount of money by selling other people’s products for commissions.

That’s quite difficult to do with direct mail and would likely prove prohibitively expensive to operate. And that’s another reason why direct mail is in decline. The overall expense of the operation.

When you add up the cost of stationery, printing, postage, mailing lists and the labor involved in the whole process, it’s clear to see that the ‘end is nigh’, for what was once a very lucrative marketing venture. That’s not to say that there isn’t still a place for some forms of direct mail. Some online businesses, especially the bigger companies, would do well to incorporate a direct mail strategy in promoting their online activities.

But generally, the opportunity of making a killing with direct mail is fading fast. So it’s goodbye to the direct mail baron and welcome to the Internet marketing guru. It’s the same animal but with different spots.

Okay, back to the whinging and whining bit.

So, I got down to writing up the sales letters for these guys, which although for the same products, are all completely different. Well, as different as the same product would allow.

Four of the five, were absolutely delighted with the results and paid up almost immediately. They now go on to my preferential client list. But one, and there's always one isn't there? Thinks he has secured my services 'ad infinitum'. Telephones me almost daily, emails me 3 to 4 times a day, expects me to give him all the advice and guidance necessary to launch a world war and has passed my sales letter around to everyman and his dog for their opinions.

Oh yeah! And he hasn't yet paid me a cent. But still expects me to help him build a website to launch and promote this 'unique' product, by which time will be selling on eBay for 99 pence. Because the others are well on their way to making some sales right now, while he's still dithering and dallying and meandering and procrastinating.

He goes straight to the bottom of my un-preferential client list.

I don't like to get messed about. And I don't like people taking advantage of my goodwill. But most of all, I don't like people that drag their heels when it comes to coughing up readies. That's fair isn't it?

Imagine if you'd just finished your week's work and your boss said, "I'll pay you what I owe you when you do another couple of days for free" How would you react to that? Yeah! I know what you'd say, and what you'd probably do. Well, that's pretty much the same thing in this case. Is it any wonder I'm whinging?

Thankfully, most of my clients respect my creative works and cross my palm accordingly. It's fair to say, that 99% of my US clients pay for my services within 48 hours of receipt of the final draft presentation. It's also true, that only around 50% of my UK clients settle during the same period. I just love the good old US of A.

Remember folks, money isn't everything. It's simply a blessing that is of no advantage to us excepting when we part with it.

BFN.

Bill Knight

www.knight-writer.co.uk

When will I be famous?

When will I be famous? When will people learn that money doesn't necessarily make you famous. It surprises me no end how many people want to be rich and famous. Why do they want that? What's wrong with just getting filthy rich and disappearing from the face of the earth? I mean opting out of society, becoming invisible, becoming someone else.

I get emails and phone calls from clients all over the world. Most want me to make them rich by writing gob-smacking, jaw-dropping, awe-inspiring copy that will hypnotise their customers into transferring their life savings to their very own dodgy offshore bank account. Not only do they expect all this of moi, they want to be famous!

Look guys, if you want to make some seeeerious money, come up with a serious product or service and I'll do my bit to help you. But don't expect me to be your personal manager and don't expect me to give up my precious time, which incidentally is going to cost everyone more because I'm fast becoming the most famous copywriter on the planet, to spend hours talking to you on the phone.

Fame and fortune may well go hand in hand for some, but not for you my friend. Be satisfied with making a good living other than working for some shitty agency or working 25 hours a day in your own gruelling business.

I'm just a humble writer, who writes for a living. Should you come to me and ask if I can help you promote a product or service, online or offline, with my sales letters, I will do all that I can to help. I'll conjure up all kinds of magical marketing methods and startling stealth strategies, which will leave your prospects spellbound. At a price! - The more you pay, the better I get!

But once I'm done with my toil and it has been duly delivered to you, it's down to you to take it by the hand, take it to market and flog it. My part is done. Of course, if you need still further help in making your till ring, I'm available and at your service - At a price!

But please, please don't even consider contacting me, if all you have is a second rate, bottom of the barrel, something stuck on my shoe type of product that you're convinced will make you a shed load of cash...and make you famous.

Anyone else can contact me at bill@knight-writer.co.uk

Let's keep it real.

To see what's real, visit www.knight-writer.co.uk

Bless you all.

Bill

Freedom

This has been a week of mixed emotion, not just for me but for the country as a whole. Winning the olympic bid and stuffing the French was very satisfying. Tony Blair hosting the G8 conference at Gleneagles, with Africa and global warming at the top of the agenda was not only noble but indicates genuine concern for others and the future of this fragile planet.

Then, in an instant, came brutal reality.

What kind of a world do we really live in? Answer. Whatever we care to make it.

I don't personally subscribe to any political persuasion, nor do I subscribe to any form of religion. Why? Because both can, and have been the catalyst to the loss of precious human life.

Looking at the world each day, mostly through the eyes of the various media, I'm always aware that I'm fortunate to be able to speak my mind, express my views and choose to live how I want to live. It's called freedom.

I'm also painfully aware that my ancestors, and their ancestors gave up their lives in order to secure and maintain this most coveted of all liberties, for the benefit of their children, and their children's children. They made the ultimate sacrifice. They gave their lives, so we may be free. This is something that should never be forgotten and never, ever be taken for granted.

If you'll just take a brief look into the history of our great nation, you'll find that we were almost always at war with someone sometime. Is it any wonder then, that we have the reputation we do? The stiff upper lip, the stubborn resolve, the 'we will never give up' stance. Of course not. It's in our blood and always will be. Only now, we have learned from our weary battles. But we have never faltered in our beliefs, we have never waivered on the fence, we have never backed out of a fight and we will never give in to anyone, ever. That's why we are Great Britain.

Okay, I know I'm sounding all patriotic, but you probably know why.

It's because a very little irritating gang of murdering bastards, think they can impose their will and idealism on the western world through the bomb and the bullet. Well it's simply not going to happen. Ask the Germans. And they were much more organised and much more tooled up than this bunch of second rate devil worshippers.

Think that's a bit strong?

Okay, I ask you this. What other religion on this beautiful planet advocates killing innocent people in the name of their loving and almighty god?

Answers on a postcard please.

Bill Knight

www.knight-writer.co.uk

So you want to be a copywriter?

So You Want To be A Copywriter?

Wannabe copywriters often check out my site for information relating to my services and fees. And quite right too! I still give my competitor's websites a 'gander' every now and then, in case they're doing something that I should be doing.

I receive many emails from students working towards their marketing or other media degrees, asking for a few tips about securing work in the 'Copywriting Industry' I didn't realise we had an industry! If we have, it's surely a cottage industry because most copywriters are freelancers who work on their own and usually from home.

"Well what about advertising and marketing agencies?", They enquire. "Well what about them?", I ask. And so it goes on and on until they realise that a copywriter who works for a structured and institutional organisation, is a totally different animal to that of the freelancer.

Institutional versus Freelance

So what are the differences between them? There are many. Let's look at the agency writer. He or she is likely a talented person with creative skills and a good command of the English language. They will have learned, from their course work, the psychology of selling, aspects of communication and how to write in a flowing and interesting style.

Each day, at the agency office, they will work on their assignments, which have been delegated to them by their manager. Their work will be scrutinised by their manager or team leader, who, in the interests of their company, will decide whether it's worthy of publication.

After a couple of years, doing similar 'run of the mill' stuff, they may be offered the opportunity of coming up with something completely original. All by themselves, with no guidance, un-tethered by their mentor. And, in the interests of the company, not to mention their job security, they will produce something as institutional as they have been doing previously. They'll play it safe. Well wouldn't you?

Eventually, their creative awareness and talent may break through the institutional membrane and they'll want to move on. They'll want to do something for themselves. They may even become a freelancer.

A freelancer is just about anyone with a passion and a flair for writing. Some have started out on their career path by working for agencies, some have graduated in English and just feel 'qualified' to do the job, whilst others come into the 'industry' from a variety of other routes.

By whichever means, once they become a freelancer, they quickly learn to survive. To survive and prosper as a freelancer you must have the ability to adapt, diversify and develop the skill of writing in any and every style humanly possible. But there's more! You will have to meet deadlines, sometimes work for less than the lower national wage limit and learn to turn your brain inside out. Sounds painful!

What does it all amount to? What's the bottom line?

Let's summarise thus far.

A copywriter working for an agency will work in a nice warm office with nice friendly colleagues, writing simple institutional letters, brochures, ads and information packs. They'll be paid somewhere between 18K to 26K, get 4 to 5 weeks annual paid holiday and get to slag off the boss at the office Christmas party.

Sounds pretty good to me. If you want to be a copywriter, I recommend you go down this path. It offers a good salary and a steady secure position.

The freelancer's life is not so clear cut. They mostly work on their own, write all kinds of stuff about everything and wonder where their next packet of fags is going come from. They only take short breaks, get stressed and slag everyone off at any party.

They're self-employed, so have to keep accounts. They have to buy all their own stationery, stuff their own letters and post off their mailings. They have to advertise or even worse, they have to compete to sell their services for a pittance to unknown clients through some online freelance website. The pits!

Sounds terrible doesn't it? Then why do we do it?

The uncovered truth about freelancing

Well, obviously I can't speak for everyone so I'll tell you why I do it and how I do it. "Listen up"
The main reason I write for a living is because I love it. I've always been a creative person so writing comes as second nature. And let's face it, it's not very difficult to do.

I love the challenge that each assignment brings. I have ghost-written several books for clients and each has been on a completely different subject. The downside of ghost-writing is having to sign away all rights to the work, which means you can't showcase it or put it in your portfolio. The client gets all the credit for your masterpiece.

I've written many articles for websites, emails and sales letters. I write poetry, humour and boring stuff like FAQ's and product information. But I'm never bored because the work can be so varied.

Then there's the money of course. A good freelancer should be able to make around 50K a year. Some make less but some can make over 100K a year. There really is no limit. Make a name for yourself and not only will you be earning a good living, you could possibly find yourself in the enviable position of being able to pick and choose the work you do.

Still want to be a copywriter?

Good! Now let's dispel a few myths by answering a few questions that I get asked all the time.

The 6 Most Frequently Asked Questions

1. Do you need a formal education and a degree?
No way! Although most agencies will only employ graduates, there's no reason why a freelancer needs anything other than a good command of the English language, creativity and a flare for writing. There are many copywriting courses available, if you're a little unsure or want to hone your skills, but make sure the course work is set by an experienced and reputable copywriter.

2. Can previous work experience help?
Yes! Sales and marketing experience is very useful if you intend to make a living as a sales copywriter. At the very least, you should understand the sales process and the customer service aspect.

3. I don't have a portfolio. How can I get work?
Create one! Write some articles, write a small book, write some sales letters, brochures and emails. Show what you can do. Write for free. Write for charities, magazines or newspaper letter pages. Use your imagination and write about anything.

4. Where are the best places to get work?
You could try contacting marketing agencies by way of a letter of introduction, but don't hold your breath. Magazines are always looking for fillers, so this would be a good place to start. Local small businesses might be interested in having some leaflets written for door to door delivery. Contact them by letter, listing your services and your rates.

When you have gained a little experience, go online and subscribe to some of the freelance websites. Elance, Freelance Work Exchange and Getafreelancer are quite good, but be prepared to compete with other bidders from all over the world. Some Indian freelancers will work for as little #3 an hour, so you're up against it. Still, I think it's worth the experience. I get some of my assignments this way.

Build a website or have someone do it for you. I'm of the opinion that all businesses should have a website if they want to stay in business. Create a mail shot and work your way through your local Yellow Pages. Sell yourself. It's what you will have to do anyway, so get used to it.

5. What should I charge for my services?
This is just a guide. You'll instinctively know when you've become established.
A one page letter consists of around 500 words and should take no more than 2 hours to write, revise and finalise. If you want #10 an hour, that'll be #20 for the job. Don't bother quoting a price per word as you'll find yourself writing a load of drivel in order to fill the pages.
Again, once you're established you can charge what you think your work is worth. It's not uncommon to charge #400 for a 6 page sales letter, if you're good.

6. What do you think is the most essential skill of a successful copywriter?
If you can't do this, you won't be very successful.

"Write as you talk"

That's it! You must be able to communicate with your reader right off the page. Your words must be conversational. You must be able to 'speak' to your reader and stir their interest, their emotions, their desires.

If you're trying to sell them something, you must be convincing. Your letter has to be compelling and attention-grabbing. Finally, your letter has to make them take some action. This could be filling in a form, making a phone call or writing a cheque. It's a call to action.
Still think you have what it takes?

Then go forth and return with the bountiful harvest of your creative genius!

Good luck and warm regards,

Bill Knight - www.knight-writer.co.uk

(# denotes GBP or US Dollars)

Never Take Time For Granted

Being a freelancer means you have to make the most of your time. Time is a precious commodity and more importantly, time is money. The article below just about sums up the importance of this resource.

Don’t Bank On Time

Imagine there is a bank that credits your account each morning with #86,400. It carries over no balance from day to day. Every evening deletes whatever part of the balance you failed to use during the day. What would you do? Draw out ALL OF IT, of course!!!! Each of us has such a bank. Its name is TIME.

Every morning, it credits you with 86,400 seconds. Every night it writes off, as lost, whatever of this you have failed to invest to good purpose. It carries over no balance. It allows no overdraft.
Each day it opens a new account for you. Each night it burns the remains of the day. If you fail to use the day’s deposits, the loss is yours. There is no going back. There is no drawing against the “tomorrow.” You must live in the present on today’s deposits.

Invest it so as to get from it the utmost in health, happiness, and success! The clock is running. Make the most of today. Treasure every moment that you have! And remember that time waits for no one.

Yesterday is history. Tomorrow is a mystery. Today is a gift. That’s why it’s called the present!!!

(Author unknown)

Been a long week

It's friday. Looking back over the week, it's seems to have dragged by. But perhaps it was purely because I was writing so many different sales letters, emails and ads and putting in some long days. Well whatever, another week over.

I aquired 3 new clients this week. One will surely be a millionaire within the next 12 to 18 months, thanks in part to my exceptional sales letter. One will make a load of sales but will most likely have to refund most of them, because the product is crap and the other is will make sweet FA. Why, because he's an amateur and just hasn't got a clue.

He hopes to make a fortune selling some shitty little ebook on ebay. Worst part is, the bastard hasn't paid me yet for writing a brilliant sales letter for his website and an ebay ad. It really does get right up my nose, when someone like him, with no talent whatsoever, asks me to write his shit with no intention of paying. This is my living. He's stealing my living, my bread and butter.

But shit happens! He won't make a single penny on ebay. I'll personally see to it. I have ways and contacts in this business. I have a feeling his website will experience a few major problems also. I'm going to put a hall of shame on my site. I'll name them and shame them. They won't be able to hide forever.

Right! Got that off my chest.

I had to take my dog to the vet yesterday. I've got a German Shepherd, called Taz. His ears have become totally bunged up with gunge and he won't let me near them. It's been causing him some distress, so off we went.

Vets always like to give your pet a thorough examination, helps to justify their extortionate fees. "Is there anything else wrong with him, only he looks a bit depressed?" She asked. I told her he was depressed beacause his ears were all bunged up. "Well I'll just check him over while he's here" She said. I thought, well okay if you insist.

She started to feel around his stomach, and asked if he'd eaten anything unusual. "No, just the usual. His regular meals and the odd 3 day old lump of dog shit" I said. "Oh, don't worry it was his own crap" I added. She gave me a, just dropped my trousers and flashed, kind of look. You know, partly shocked and partly disgusted. Hey! He's a dog. That's what dogs do...don't they?

Well next, she listened to his heart beat. "Mmm, it's very slow" she said. Then she thinks it might be a good idea to check his temperature. This is going to be interesting, I thought. Taz is getting a little nervous by now. He's getting agitated by all the feeling and probing. "Can you hold his head while I insert this thermometer" She asks. "Er, wouldn't it be a good idea to muzzle him first" I enquired, sheepishly. "Oh I'm sure he'll be okay" she replied, or rather retorted.

I laid Taz on the floor and held his head firmly, while giving him the baby talk stuff. "Tazzy!, Tazzy wazzy! Who's my tazmina cabina? Yeah! I know. But that's how I communicate with my buddy.

Taz knew something wasn't right when she pulled his tail to one side. I could see it in his eyes. It was terror! I just knew he wasn't going to submit to this indignation. I was getting nervous! Then, all of a sudden, my lovely cuddly furry pal, changed almost instantly into a wild savage killer. His eyes glazed over, his gums rolled back, fully exposing his pure white bone crushing canines and a deep growl was emerging from the depths of his throat.

He swiftly turned toward the vet and made a lunge for her throat. Shit! I had to jump between them and beg Taz for her life. She stood there rooted to the spot holding out her thermometer for protection. I grabbed Taz's chain, opened the door to the main reception area and dragged him out. It took all my strength. By now he was barking like a banshee. He wanted blood, and he wanted her blood.

I managed to get him outside and tied him to a rail. I had to go back to see if this crazy/brave woman was still breathing. She was still rooted to the spot and looked lifeless. Her skin had taken on a strange milky white colour and her hair was standing to attention. "Are you okay?" I asked, shaking her arm for vital signs. After what seemed like a age, she sucked in a deep breath and replied. "Wow, that was scary. Look, I'm trembling" "you're not the only one" I said. "Well what about his ears" I asked, "Will you be able to clean them out for him?" "Bring him in again next Thursday morning, I'll have to sedate him" came the reply.

I took Taz home and gave him a bowl of cold water. Funny thing. I've noticed he won't turn his back on me, and he has a very suspicious look in his eye. It's going to take a while to win back his trust, me thinks.

This is a true story. There's no moral to it, but I guess there is some kind of lesson to be learned.

Till next time.

BFN

Bill Knight
www.knight-writer.co.uk

Ramblings of a writer

I'm Bill Knight, a professional, international copywriter. I was going to use this blog to give out advice to aspiring writers, but then I thought...what the hell. Why should I go around spouting on about what makes a good writer? Why should I give away all my sales and marketing knowledge? No-one would appreciate it anyway.

Instead, I'm just going to harp on about my work in general. You know? What I do each day, and some stuff about my many wonderful clients. Someone may be interested to know what goes on in the secretive world of copywriting, I thought.

Okay, well this is the first installment. Well, not really an installment, more of an introduction. I'm sort of pre-warning everyone, that I tell it as it is. I mean, I'm not afraid to say what I think, and I will!

For anyone interested, it should be interesting.

This blog is going to be about getting it off my chest. You know, all the things that really bug me. It could be work related or it could be just anything in general. It will be about whatever I decide it to be about, at the time of writing. Okay?

Good!

If at any time you feel like joining in, please feel free to express yourself.

I will.

Well that about raps up this informal introduction. My next offering will be much more indicative of a typical day in the life of...

Bet you can't wait!

BFN

Bill Knight
www.knight-writer.co.uk