Digg it UP - Business

Top Five Reasons To Become A Junior Copywriter
Go ahead and study for the bar exam if you really, really want to.Become a podiatrist, a taxidermist or a typist if you feel so inclined. Get into the smoked meats industry if that's your legacy. But if you want to lead a charmed career: become a junior copywriter.When you become a junior copywriter, every part of life noticeably changes. Coffee tastes richer. Traffic seems less snarled. Roommates don't seem so 'roommate-like.' After you arrive, the good life takes form.So here, in no particular order, are the top 5 reasons to become a junior copywriter:1) Play XBox. Get Check.It is NOT a misconception that junior copywriters have free time to burn. They do. It's called 'concepting' in the advertising biz. In fact, a junior copywriter and a junior art director (hence a junior creative team) can 'concept' deep into the night with enough games. And beer.But they can only do this IF they deliver the goods when it comes time to present their work to their Creative Directors. It seems almost crazy, but junior creatives can ABSOLUTELY do anything and everything they want besides work, IF they perform when it comes time to 'show the work' and then produce the work.2) Movie Times Usually Start Around 11:45amHey, you spent months on building the perfect portfolio, you've got movies to catch up on.Don't laugh, junior copywriters go to the movies a lot more than anyone thinks. In fact, most juniors really believe they're being set up when they head out to the movies the first few times. But just like #1 above, your time as a junior is your time. And if you can 'concept' through the roof and catch the new Harry Potter installment at the same time, then more power to you.It's all a balancing act. With no net.3) Every Day Is Dress Down FridayThis one gets under the skin of almost everyone who isn't a junior creative. The ability to wear ripped jeans and a t shirt and earn six figures is a way of life in advertising. As long as clothes are clean (and even that's a bend-able rule) juniors are able to wear whatever makes them comfortable.Sandals during the winter? Head bands? Work out clothes? No socks...ever? All perfectly acceptable if the work that's presented is GREAT. (Otherwise, break out some socks really fast!)4) You Become SexyIt doesn't matter if you're overweight, a heavy smoker and have ear hair starting to show, when you become a junior copywriter, you get sexy real fast. "See that guy by the bar? Junior copywriter." Society will view you differently. The opposite sex will be more inclined to overcome the outside to get to the inside. Sounds crazy...but its true.(Caution: #4 is typically over abused by the male junior copywriters we have seen.)5) You Instantly Gain The Right To Compete Against Others To Sell And Produce Television CommercialsThis is the biggie. And it's no laughing matter.When you start as a junior, you will repeatedly be brought into new business pitches, client saves and general creative 'gangbangs' (just a fancy way of saying competition) where it is and always will be winner take all. You will put your best thinking up against the best thinking from people who have been in advertising forever.And the big winner in advertising, with all of this competition going on, is whoever gets to produce television.Ad agencies GENERALLY do not care where the great ideas come from...as long as they come.

picture of your product in
an ad, have one that shows the product in use! Picture
the merchandise in use giving the owner profit or pleasure
thus generating a positive, confident "YES" attitude.
Remember that a picture will often sell better than 10,000
words.

Command attention to your ads or mailing pieces by
marginal sketches, cartoons, different size and type
styles of various words and/or paragraphs...Take the
monotony out of the ad!

Consider greater pulling power of colored ads on many
kinds of products. Test for added response and sales, as
balanced against the much higher printing costs for color!
The use of borders, lines, etc., can enhance your ads but
be certain they are not placed in such a way that they
detract from your message.

Type is expressed by "points". For example, one point
equals 1/72 of an inch. A pica is 1/6 of an inch. Learn
the various type styles and sizes. Use the right print in
your ads to emphasize the best features of your product.

Don't bore the reader; Keep the sakes letter to one page
whenever possible.

Offer something extra or something free in order to get
immediate action!

Test only one factor at a time in order to determine which
"change" made the difference in the number of responses
received from your ad!

By the end of the first month after receipt of the first
response from your ad you should receive 60% of the return
you are going to get from monthly magazines, 75% from
weekly newspapers, 75% from direct mail, 80% from Sunday
newspapers, 90% from daily papers and 100% from Radio or
TV! Within 2 weeks...From magazines 20%; Weekly magazines
40%; Direct mail and Sunday papers 60%; Daily papers 75%
and Radio and TV 90%. DON'T DEPEND ON SUCH
STATISTICS!!!!! Response can vary drastically depending
on many factors, including products offered, media used,
season, price, economy, etc.!!!! Your ad should be
repeated again and again, as long as it is bringing back a
profit....After the saturation point is reached, pull the
ad. Test it again in a few months. The classified ad is
the best to use for testing. For fast results, newspapers
can be tested periodically. Magazines with the greatest
number of responses for the least cost per inquiry should
have priority for your ads. Only tests can prove which
are the best ads and media for your various offers!

Have a "Built-in" follow-up program when preparing your
initial advertising and promotion materials!

Your ad must end with words that compel action...Ask for
the order! Now! Don't let the prospect put the offer
aside or it will usually end up in file 13. Notice the
many ads in the mailorder publications that close with
action getting words and sentences. Use such ads to
develop ideas for your own ads!

Use the personal touch in your sales letters! You must
have a good mailing list for direct mail advertising.
Your sales letter should be written as tho

Fundraising: Using the Face-to-Face Ask to Get Big Bucks
Fundraising for a large campaign, like a capital or endowment campaign, usually involves asking for large amounts of money from a smaller group of donors. These big asks are important because of the size of the potential contributions and because of the limited amount of donors who can contribute. Failing to convert one ask can have significant consequences, thus it is important to use an ask technique likely to succeed. Face-to-face solicitation is that technique.Face-to-face meetings with prospects are most effective for your fundraising efforts if two representatives of your organization meet with a single donor - ideally, the meeting will include the donor, the development director and a board member the donor knows. Meetings between a single representative and the prospect also are effective, however.There are four components of the face to face ask: the opening; the involvement; the presentation; and the ask. During the opening, the representatives are introduced to the donor. This generally takes place weeks or before the other steps. The involvement is a conversation between the representatives and the donor about the organization, and, almost anything else the donor wants to talk about. This conversation can take place during the course of the face to face meeting or prior to it. The presentation and the ask both occur during the actual meeting. The presentation is the part where organizational representatives explain the needs of the organization, and the ask is when the prospect is asked to make the donation.After the representatives make the ask, they should say nothing else during the course of the meeting. Make the ask once and only once. Resist the urge to follow up during the meeting; that will come after the meeting. In order of effectiveness, the best solicitation follow ups after a personal meeting are:* Personal letters; best with a telephone call to follow up. * Personal phone calls; best with a follow-up letter. * Personalized letter * Impersonal letter * Impersonal telephone * Special eventsIf executed properly, your targets are going to feel comfortable enough with the organization and valued enough by the organization to make the large donation. The face to face ask can then be used as a foundation on which to build a long-term donor relationship, and that may help your organization even more than the single donation gained.

Good Advertising creates more production, thus greater
consumption, faster turnover and lower sales price per
unit. To a great extent it determines the success or
failure of the mail order operator!

When working up an advertising program remember that what
is genuinely desirable to you may or may not appeal to the
majority of your prospects!

Different types of merchandise or services demand
completely different advertising media. Your ad must be
built around the ADVANTAGES of the product and designed to
APPEAL to the specific customers who will BENEFIT from
your offer!

Since you MUST spend advertising dollars in order to make
money in the mailorder business be sure you spend WISELY
and with CONFIDENCE.

RETAIN all advertising information, brochures, sales
letter, catalog, etc., you receive. USE THE IDEAS from
this information as a guide in formulating your various
advertising programs!

There are thousands of top mail order products to choose
from, more than you can every use so choose the right ones
for your programs!

If the product or service can't stand the Truth do not
advertise it...Don't handle it! Truth in advertising is a
must!
Your FIRM NAME, preferable, should be SHORT, DESCRIPTIVE
AND EASY TO REMEMBER!

When you find the item that is a mail order "HIT", repeat
your ads on the product in a number of magazines and other
productive advertising media in order to PYRAMID YOUR
PROFITS TO THE MAXIMUM!

Advertising cost divided by inquiries = Ad cost per
inquiry!
Advertising cost divided by orders = Ad cost per order!
Orders received divided by readership = percent of
response!
Number of pieces mailed + by orders received = Percent of
return!

Continuously use the simple formulas (above) so you will
know who your advertising dollars are paying off!

Ad to find new Products:
"Calling all manufacturers, importers and suppliers ... We
will feature and sell your new products in our catalog ...
Send your information, sample products and programs
to.....!"

Test the position of your ads in the various Media!

Test one ad against another on the same offer!

Make your sales letters friendly, clear, simple and to the
point!

Your potential customers are more interested in themselves
than in your product, consequently your ads and sales
letter must be directed toward their point of view and
their self-interests! Make them want your product because
it will benefit them or will do the job better for them!

Powerful attention getting words include: Free, Amazing,
Weird, Odd, Strong, Rare, Big, Secret, Latest, Easy,
Fortune, Now, New, How-to!

You must put yourself in the place of your prospects and
know how they feel, think and react to your ads! If "you"
were the customer would your ads persuade "you" to buy?

Your Ad must have a strong headline! It must tell the
prospect what to do, such as: Order Now! Rush $5.00! Use
order form and reply envelope! Act Now! Action words
that urge the prospect to order. Explain with simple
words JUST WHAT THEY WILL RECEIVE FOR THEIR MONEY! What
the product will do for them. Use believable
testimonials. Appeal to their reason and get their
confidence, then use a powerful close. You can get the
order!

Repetition is one of the secrets of making a lasting
impression on the memory.

Use coupons in some of your ads!

Since Suspense is a strong force in advertising, consider
entering the name of your product toward the end of your
ad!

Most everyone wants prestige, confidence, money, security,
advancement, leisure time, good health, popularity, less
worry, happiness, success, more time, recognition,
improvement, business ownership, independence, more
knowledge, satisfaction, savings ... Appeal to your
prospects... use such appeals in your ads!

Quality, usefulness, reasonable price, up-to-date, and
appealing to the sight are points to stress!

Make no misleading claims about your products.

Review the many ads presented in leading mail order sales
magazines advertisers. Make note of the many attention
getting words and phrases that catch your eye and cause
you to read the rest of the ad! Use these same words in
your own headlines!

With certain type products, consider turning the picture
in your display ad upside down in order to attract
attention from the ordinary ... If handled properly,
curiosity will sell!

Study the operation of other firms to get New Ideas for
sales letters, methods of handling promotion, nature of
offers and any other details which may be helpful!

Some programs require a good deal of literature in order
to present all the facts necessary to sell a product!
With this type of product you should first advertise for
inquiries then send the full ammunition by direct mail.
Write up a list of important reasons why a person should
inquire about your offer. Use the strongest of these
reasons in your ad!

If you usually pay cash for your ads, why not set up your
own advertising agency as a secondary part of your
business? Your registered business name as an advertising
agency may qualify your business for the 15% discount when
advertising in many publications!

Direct Mail, mailing lists, not ads, are used to obtain
business. You determine what type of person would best
buy your product; then compile, rent or buy name lists and
proceed from there.

Lists compiled from business listings in the Yellow Pages
are good for many kinds of mailorder products; however the
names and addresses contained in the white pages seldom
get any reasonable response. Ads in the daily paper are
also generally poor for mail order products. Stay with
the successful operators and advertise in the various
media they use ... stick with quality name lists in the
right category for your products!

Unless your ad is read you will come out in the red! Make
it clean, clear, concise, simple, professional and focused
to the "right market" for the type of product being
offered!

Always test! test! test! before spending large sums to
promote or advertise your product ... Be sure it is a hit
then go all out!

Your ad must name the product, describe it, tell what it
will do for the reader, how he can obtain it, and where to
get it!

The best part of your advertisement is the words that can
be read "between the lines"!

The direct mail packet consists of the sales letter,
catalog, or brochure, order blank and the business reply
envelope.

The ad must attract attention and create interest and
desire before the customer will act!

Know your product well so that you can be specific,
sincere and positive in writing your ads!
Enthusiastic ads properly laid out will generally get
enthusiastic results!

It is simple to record test results for your ads and
programs in the various media. DO IT!

If your product has distinctive features or trademarks,
use them over and over again in all your ads ... Take
advantage of the repeat psychology of keeping the name of
your product constantly out in front of the Public Eye!
If your product is familiar to the user, prove that it has
better quality or price over competing items. Educate the
consumer when presenting brand new items.

Prospects are usually more impressed by what others have
to say about the product than by what the dealer tells
them. Write to your customers, asking for their opinion
on what your program or product has done for them and
request permission to use their endorsement in some of
your ads. Retain their letters as your authority for
using their testimony.

Classified ads must have a great deal of thought and
preparation! Use as few words as you can, but don't leave
out image building words that tell stories, paint pictures
and compel action!

One way to increase the readership of your ad is by
inviting persons to send in money saving ideas. Print the
best idea each week, or month, and award the winner $$$
... They will read the ad in each issue in order to find
out if they won and if not to see if the winners ideas are
better than the ones they submitted!

Many products can be readily adapted to radio & TV
selling. This can be arranged whereby you pay the station
a percentage of only what is sold. There are publications
available which explain how to present such offers to the
stations and lists of stations that supposedly operate on
this basis. You can locate such firms by a search at your
local library or through salesmen and opportunity
magazines....However; this method for selling mail order
products is not readily available on a flexible basis,
unless you have something really special.

You must be in a position to change your advertising
approach with changing times and conditions.
The First Paragraph of a sales letter must create
attention and interest or the entire message will go to
file 13!

The Second part, or body, of the letter must arouse desire
by pointing out the advantages and describing the product,
preferably in use, or in action and should state the
price...or the entire message will wind up in file 13!

The Final Portion of your letter should strongly urge the
prospect to act and tell him how to order or the entire
message will go to file "13"!

You don't have near the space for your message with
classified and small display ads, as you do with the sales
letter so unless they are well presented they may make a
faster trip down the tube to file 13!

Always use TOP QUALITY letterheads, mailing materials and
supplies...This is your BUSINESS IMAGE in mailorder!

It could be good policy to place your ads through a
legitimate advertising agency...It costs no more than if
you place your own. Before doing business, get full
information about the agency, its services and rates.

Since you must get your message across in top form, in
order to pull inquiries and get orders, the ideal ad made
just for the particular item being for sale is another
great secret for mail order profits....Many times just one
little word will change a dead ad to one that pulls
thousands of orders!

Since you do not have a "window display" to use for
mailorder advertising you must either draw pictures or use
picture words to describe your product. Prepare
advertising copy so that your prospects can "visualize the
product" in their mind and "see" themselves using it to
good advantage.

The headline of your ad must be powerful enough to catch
immediate attention.

Use words that emphasize your product or service at the
beginning or end of sentences!

Another gimmick for obtaining name lists for nothing...An
ad such as..."?BIG MAIL? Send 200 of your address labels
and 50 cents. We will send to mailorder dealers,
wholesalers, distributors, etc....!"

"Before and After" type ads get great response on certain
products.

Test and compare with different worded ads on the same
type of merchandise in the same media.

When advertising make your most important points first!

When you find a new product that has possibilities for
mailorder, test it! Prepare an ad for a quick test in a
magazine or in a paper with a fast closing date (time from
date ad is received to date it is published). As your
test prove out "HIT" that particular item hard and heavy
in other publications!

Test various price levels for the same product.

Qualify your prospects with proper classified ads.

Get the prospects confidence by offering free samples, by
allowing a full money-back guarantee, by building your
business image without exaggeration, and by showing proof
of satisfied users.

Use the P.S. in sales letters to gain added attention!

When using an illustration or picture of your product in
an ad, have one that shows the product in use! Picture
the merchandise in use giving the owner profit or pleasure
thus generating a positive, confident "YES" attitude.
Remember that a picture will often sell better than 10,000
words.

Command attention to your ads or mailing pieces by
marginal sketches, cartoons, different size and type
styles of various words and/or paragraphs...Take the
monotony out of the ad!

Don't bore the reader; Keep the sakes letter to one page
whenever possible.

Offer something extra or something free in order to get
immediate action!

Test only one factor at a time in order to determine which
"change" made the difference in the number of responses
received from your ad!

Have a "Built-in" follow-up program when preparing your
initial advertising and promotion materials!

Use the personal touch in your sales letters! You must
have a good mailing list for direct mail advertising.
Your sales letter should be written as thou

Succession Problems In Family-Owned Businesses
Autologica presents the fifth part in a series of articles that address some of the common problems and situations that arise in family-owned businesses. The articles are based on an interview between Al McClymont, CEO of Autologica Dealer Management Systems, and J.C. Aimetta, an expert and coach who specializes in family-owned businesses and who has ample experience consulting for this type of company.Al McClymont: Regarding the succession issue in a family-owned business, specifically the election of the successor, isn’t it possible that this can cause problems if someone feels excluded?J.C. Aimetta: Well, at first glance I’d say yes, generally a solution brings with it a new problem.The truth is that you can decide which problem to have: This one that will be generated right now, or the one that will be created in the future of a small company trying to be co-managed by three or four people, with the respective power struggle and the growth of internal bands among employees who are faithful to one or the other.And another point is that the evaluation generally begins with oneself, with each family member in particular. Then, you can ask each family member: Do you feel qualified to work in the family business?And it is in these meetings that one discovers that many sons and daughters admit that their life project is not related to the family business, but rather that they are safeguarding their father’s dream, and that when their father dies, they will probably choose to do what they always wanted to do.If succession is presented as a competition, this never comes to light. But, if you present it as a personal, intimate question, liberating the person from the obligation of continuing with the business role, for it was not he/she who made the decision but the father, it is very likely that at least one or two of the people competing for power will spontaneously separate themselves or accept minor roles because they do not feel this is for them.Al McClymont: What happens if the chosen successor is offered a better opportunity outside the company?J.C. Aimetta: First of all, if the family business is managed as a business and not as a family, it should be expected that replacements are planned for.Children are irreplaceable in a family; nobody brings a child into this world to replace another one.But in a company, a manager can be replaced by someone else. If these two environments can be differentiated, this would be the most suitable recipe.However, this is not common. When someone listens to a job offer outside the family business, we can assume that the opportunity represents something better than what they currently have.It is very common that this extra benefit is not financial, but that instead it signifies an absence of problems, of displeasure.That is to say, those who accept to manage what is not theirs instead of managing what is theirs, do this in order to free themselves from the stress and tension generated by the constant conflicts of the family.Note how interesting this is, because this person leaves management but stays on as an owner. In other words, this person decides to dedicate their talent to administer something that is not theirs, and chooses someone else to manage what is theirs.This is not the same as someone who abandons ownership, who sells their share… this family member abandons the

BR>order form and reply envelope! Act Now! Action words
that urge the prospect to order. Explain with simple
words JUST WHAT THEY WILL RECEIVE FOR THEIR MONEY! What
the product will do for them. Use believable
testimonials. Appeal to their reason and get their
confidence, then use a powerful close. You can get the
order!