Why would the number one search engine in the world use direct mail? Isn’t direct mail “dead”? Not quite.

Turns out, Google (along with Apple, Amazon, and many other big-name companies) is just incorporating smart marketing strategy. And more than ever today, that includes integrating good old-fashioned direct mail with email marketing, PPC ads, and social media marketing.

You may have seen Google’s most recent direct mail piece – an offer for $100 of free PPC advertising.

More On the Power of Direct Mail…

According to a recent survey conducted by Target Marketing, direct mail delivered the highest return on investment for both customer acquisition and retention for B2C marketers. (Among B2B marketers, email scored highest for customer acquisition and retention.)

Businesses are still using direct mail to:

1. Cut through the noise. Advertising competition online is fierce these days, and messages often get drowned out.

2. Drive traffic to their website or Facebook page.

3. Reach a segment of people who prefer to learn about marketing offers via mail rather than online (the 18- to 34-year old demographic, believe it or not, according to a recent Forbes.com article.)

4. Deliver a controlled, personalized, direct-response message right into the hands of a targeted market.

5. Integrate multiple marketing channels. Direct mail drives traffic to sites and social media, at which point internet marketing techniques take over. At the same time, email messages and telemarketing pull in more customers.

What does all this mean to you as a copywriters?

Whatever area you specialize in – email marketing, web copywriting, social media marketing, direct mail, or a combination of these – the demand for effective copy isn’t going away. The bottom line: writers who can persuade readers to action will always have work.

You may know Will Newman from his regular contributions to AWAI, as editor of The Golden Thread, or as a master instructor for Circle of Success. What you may not know is that Will came to copywriting a little later in life, and this is his third career. After starting off in biochemistry, Will found his true passion as a teacher, working with severely disabled children for 20 years. Then in 1996 he founded Wordsmiths Marketing, and he’s been a copywriter ever since.

Will has some great advice for writers, whether you’re writing editorials, advertorials, or straight ad copy.

All three types start with the prospect, and the intention is always to solve a problem for someone. It’s that simple. Along with that:

• Have a conversation
• Write to one person
• Employ the Power of One (a commandment, says Will, not just a strategy)

In addition, he offers these tips for writers getting started:

• Read as much as you can, both good and bad, even beyond copywriting. See how good writers write. For example, Will reads Funny Times (a humor newspaper that’s been around since 1985) for great examples of how editorial should be written.
• Don’t worry initially about how much you’re getting paid. Be willing to write, keep doing it, and the money will come.
• Decide what type of lead you’re going to use. Will loves story leads, which are a great way to start a sales letter or an editorial. Highly recommended: “Great Leads: The Six Easiest Ways to Start Any Sales Message” by Michael Masterson and John Forde.

Next up for Will? He plans to focus his business entirely on the fundraising niche, and his “off-the-charts goal” this year is to write a book. Will has one last piece of advice: “Let writing become your master.” In other words, write every day!

One More Thing…

Will Newman is proof that it’s never too late in life to do something you’ve always wanted to do, and Christina Gillick, who I introduced you to last week, is proof that you don’t have to wait around until you have “life experience” either.

The great thing about being a professional writer is that there’s no upper or lower age limit, no age discrimination here. What makes a difference is offering your unique voice and a fresh angle to the marketplace. The only thing that really matters is the results you can deliver for your clients.

Regardless of age or experience, a youthful spirit is probably helpful. Pablo Picasso said, “Youth has no age.” Frank Lloyd Wright, who worked on the Solomon R.  Guggenheim Museum in New York up until his death at age 91 said, “Youth is a quality, not a matter of circumstances.”

Whether you’re 21 or 81 or somewhere in between, embrace your distinctive talents, decide what you’d really like to do, and pursue it with every ounce of passion you can muster. I’ll be here to help in any way I can.

“The way to develop self-confidence is to do the thing you fear and get a record of successful experiences behind you.”

- William Jennings Bryan,

Spend a few minutes with Christina Gillick, and you’ll probably catch some of her boundless energy and enthusiasm.

She has big goals and long to-do lists, but somehow achieves everything she sets her mind to. She also has a way of breaking down belief barriers.

Think you need years of experience before breaking into web copywriting? Or that your age (young or old) might be holding you back from greater success? Think again.

Christina is only 25 years old, and she’s already making her mark in the copywriting world. She got introduced to copywriting by AWAI pro – Joshua Boswell. He was giving a training session at the company Christina worked for, and she said, “I want to do that!” Joshua turned her on to AWAI, and the rest is history.

Today, only a few years later, Christina is writing copy for the self-help industry, something she’s passionate about. She’s an internet marketer with her own product line and she has three or four book ideas in the works, with a goal to get at least one book published by the end of the year.

Here are five take-aways from my recent conversation with her:

1. Focus on one thing at a time. Christina and her husband Nick work together at home (he’s her “project manager” and a copywriter, too.) If you’re going through a course or program, finish it before moving on. This one thing helped Christina get over her fears and obstacles.

2. Choose a niche as quickly as possible, even if you’re not sure. It helps you put up the right content for your website and get focused on the right clients, and relieves anxiety in general about moving forward.

3. Get started! This sounds simple, but there’s so much to learn it can be overwhelming. Learn enough in one area to get started in that, then continue to learn and build.

4. Reward yourself for victories big and small. When she finishes a project, Christina will take the afternoon or a whole day off. For bigger things, she recommends big rewards, like the hot tub she and Nick bought this year!

5. Do something every day to move your business forward. Make a list, and keep plugging away.

Do you have a success tip to add to this list?  Let me know at AskKatie@awaionline.com.  I’d love to hear from you.

AWAI members often asked me how they can get their stories and essays published in The Barefoot Writer, The Writer’s Life, or The Golden Thread.

Here’s how…

If you have a helpful writing tip, an inspirational story, or a specific way to help your fellow writers get more out of our fun and exciting world, send me a note at AskKatie.com with your article idea and a writing sample if you have it.

A few tips to keep in mind:

• Write to communicate, not to impress.

• Use your own experience as the source for article. If you keep a journal, look through it for ideas. If you don’t keep one, try it!

• Whether you’ve broken a bad habit, have an unusual way of staying motivated, or an interesting success story, tell us about it. Although you might think you’re the only one who thinks or does things a certain way, the truth is, we’re more alike than we may think. Chances are someone else out there can benefit from your experience.

Also … your article should have these characteristics/qualities:

• It communicates a single good idea. Ideally makes you say “Wow!”

• That idea is useful and interesting. It is something new, contrary to popular belief, surprising, or special.

• That idea is supported with a history, anecdotes, expert proof, etc. It should be interesting, not dry.

• The strongest statement or idea is presented in the beginning of the message.

• There are usually a series of bullets in the middle when proof or supporting claims are presented.

• It ends with a call-to-action. What should the reader do about this?

Looking forward to hearing from you!

After a lifetime of business failures and mediocre results as a traveling salesman, K.C. Gillette founded the American Safety Razor Company in 1901 at the age of 46. He obtained a trademark registration for his portrait and signature on the packaging, and a patent for the double-edged safety razor.

In 1903 he sold a whopping 51 razors and 168 blades. At this point, the cost of producing the blades was more than the selling price. Prospects looked dim.

Then he had the brilliant idea to give away the razors for free in order to sell more of the blades. The next year, 1904, he gave away 90,884 razor handles and sold 123,648 blades. By 1910 Gillette was a multi-millionaire, and a celebrity of sorts with his picture on every package of blades. The Gillette Safety Razor Company, as it was now known, sold over 70 million blades in 1915. All because K.C. Gillette went against conventional wisdom of the time and decided to give away his product (or at least part of it.)

What’s the lesson for you as a copywriter?

• Keep your eyes open for opportunity. Think like a marketer and always be asking, “Where is the opportunity to capitalize?”

• Study the competition. (Develop a swipe file and constantly look at what other marketers are doing.)

• Don’t give up.

If you have time, energy, and determination, you’ll make it.

According to a Target Marketing survey conducted in January 2012 by emailing a questionnaire to 19,600 print subscribers, email continues to be the lead customer acquisition channel. 86 percent of respondents plan to use it for that purpose. Direct mail is second with 69 percent using it for acquisition in 2012.

Search marketing (PPC, 59 percent) and search engine optimization (SEO, 67 percent) are the leading methods of online direct marketing.

The “next big thing” is content marketing – creating editorial content to use online or in lead generation. 62 percent of firms are spending more this year over 2011 on content marketing. Also, 52 percent of responding marketers report increasing their video budgets for this year.

It’s all good news for copywriters, especially if you’ve become well-versed in web copywriting.

Sandy Franks says there’s a difference between copywriting and thinking like a marketer. They’re two different skill sets, and you have to learn both if you want to make top-tier money.

The key to thinking like a marketer is to always be asking, “Where is the opportunity to capitalize?”

Sandy is the Executive Director of Insiders Strategy Group, and over the past 20 years she’s worked with people like Dr. Atkins, Matthew Lesko, Bill Bonner, Michael Masterson, and others.

So what are the best ways for a new copywriter to learn marketing?

First, study everything that works. I’ve talked to AWAI members about getting “seeded” on lists to build a swipe file for copywriting. The same thing applies to learning marketing. Study successful marketers thoroughly, take notes, and teach yourself what they’re doing.

If you can bring a marketing mindset to your clients, you’ll be more valuable and can command higher fees. For example, talking videos (like “The End of America” promotion) are still hot, and petition marketing is getting big. Study the trends, find out what’s working, and share those ideas with your clients.

Second, ask your clients a lot of questions, and look for opportunities that aren’t obvious. When you can spot them, it signals that you know what you’re doing.

Finally, realize that it doesn’t happen overnight. It takes time and practice, just like learning how to hit a golf ball. There’s no magic bullet. Persevere.

“There are no magic wands, no hidden tricks, and no secret handshakes that can bring you immediate success, but with time, energy and determination you can get there.”

- Darren Rowse, Founder of ProBlogger

Three years ago Henry Bingaman was a flight attendant for United Airlines, enjoying the traveling life but not making a whole lot of money. Then he discovered AWAI, went through the Accelerated Program for Six-Figure Copywriting, and plunked down almost every dollar he had to come to the Web Intensive. A short time later, he realized he could make more money working on one copywriting project than working a flight to Munich, and he quit his job.

It’s been a wild ride ever since, and Henry has taken the copywriting and marketing worlds by storm. Today he’s the owner of Ascension Marketing, LLC, and has developed a reputation as one of the top copywriters in the alternative health arena.

Henry offers this advice for copywriters:

1. Develop a solid base of knowledge. Take as many programs as you can, learn from a mentor, and never stop learning. Even the old pros buy all the new programs that come out, just to stay sharp and make sure they’re not missing anything.

2. Network. Go to the live events like AWAI’s Bootcamps and the Web Intensives. Leverage these events by connecting with people.

3. Understand marketing strategy. You are a marketing consultant, so think and act like a marketer!

4. Let the “snowball effect” kick in. One project will lead to more projects, one connection often leads to referrals and clients, and one project can turn into a business opportunity, like a 15% ownership deal Henry recently got involved with. You can capitalize on opportunities quicker if you act more as a marketing consultant than just a copywriter.

5. Define very clearly what you want out of the copywriter’s life. Do you want to work 10 hours a week, make $30,000 a year and live on a beach in Costa Rica? Or do you want to make seven figures working 70 hours a week and retire by age 50? Decide what you want.

Henry’s plans? He wants to be making $1 million a year by the age of 30 (he’s 26 now.)

We have no doubt you’ll do it, Henry, and we’ll be rooting for you. Thanks for being an inspiration to others.

Check out this list of companies coming to AWAI’s Job Fair this year.  And, they’re all coming for one reason — to hire AWAI-trained writers!  It’s a “who’s who’s” of the direct response industry!

Agora Financial
Al Sears, MD
AWAI
Best Life Herbals
Boardroom
CAH, Inc.
Call Loop
Contour Beds
Full Potential Healthcare
Glazier-Kennedy
Golf Institute
Home Positions
ICreatives
Idea Incubator
Institute for Individual Investors
Inversor Global
International Living
James Direct, Inc.
KJM Publications
League of Power
Leeb Group
LPG Gem LTD
Market Authority
Meritas
Money Map Press
Money Week
Natural Health Dossier
Nightingale Conant
Opportunity Travel
Parker Marketing
Premier Direct
Premier Quality Systems
Stansberry & Associates Investment Research
Step Into the Spotlight
Strategic Profits
The Palm Beach Letter
The Sovereign Society
The Oxford Club
AWAI’s Travel Writing Division
Wealthy Web Writer
Weiss Publishing

And, these companies can’t make the event, but are offering spec assignments to AWAI members who come to Job Fair!

Andes Natural Skin Care
Brian Tracy
Casey Research
International Marketing Association
Make Joyful Music
Pain-Free Periods
Pet Industry TV

Marcella Allison is the classic AWAI success story.

We met Marcella, I think, six Bootcamps ago. We were so impressed with her drive and enthusiasm that I hired her on the spot for a number of projects.

Turns out we weren’t the only ones impressed with Marcella.

Publishing giant Boardroom Inc. – of “Bottom Line” fame – fell in love with Marcella too… and, after apprenticing with two of the company’s top copywriters, she’s been working with them ever since.

Which brings me to the point of my note.

I just got word that Boardroom Inc. will be joining us once again at this year’s Bootcamp – and not just for the “Job Fair” event alone…

Turns out they’ll be here for the entire three-day event, so they can meet and speak with as many AWAI Bootcamp attendees as possible – looking, they say, for “their next Marcella”!

Needless to say we’re very excited about Boardroom rejoining us this year.

An opportunity for new copywriters to work with Boardroom is like landing the staring roll in a Hollywood hit movie with your very first audition!

Plus, Marcella will also be there to help Boardroom find writers – and to help AWAI members better understand what the company’s looking for!

What’s more, Boardroom joins a long (and still growing) list of top mailers and industry bigwigs who will be coming to Bootcamp in search of their next “Marcella” too…

And that spells out a great opportunity for AWAI members.

As I’ve said many times over, Bootcamp is where so many careers – Like Marcella’s – have taken off like rocketships!

I can’t wait to see whose careers take off this year!