Bob Cargill outlines 10 ways for copywriters to succeed, including daring to be different creatively, caring deeply about results, walking in readers' shoes to understand them, developing strong presentation skills, keeping an open mind by experiencing diverse interests and media, exercising good judgment, meeting deadlines, being a team player, sweating the small details, and using social media. Cargill emphasizes the importance of creativity, results-focus, audience understanding, and professionalism for copywriters.
The 7 Types of B2B Copywriter… and how the wrong one can destroy your campaignRadix Communications
Here is Fiona Campbell-Howes' presentation from B2B Summit 2015, which discusses how different types of copywriter are suited to different types of marketing content.
Kicking ass at B2B copywriting - 9 things every tech marketer must knowRadix Communications
How important is good copy in B2B tech marketing and how do you go about writing it? Here's nine tips to get you started, including the skills you'll need and why you need to shout about your copy.
2014: The Year Social Content Dominated B2B Technology Marketing?Radix Communications
As a B2B tech copywriting agency, Radix has a great first-hand view of the types of content that marketers in the tech sector are producing. In this presentation, we sift through every project the Radix team worked on in 2014 to uncover the year’s big trends.
A collective of problem-solving, SEO-obsessive, tech literate, brand-aware, social media-loving, entrepreneurial superheroes who join forces every day focused on one goal and one goal only: to use their unique array of skills to take clients’ businesses from good to great and beyond.
We work with all kinds of businesses at all stages by helping establish a powerful online presence. Whether you’re just starting out and want to launch with a bang or you’ve been around for decades and want to re-tool your online presence to generate a much-needed boost in business, we combine a mix of time-honored strategies that are proven to work with a custom business plan devised for each client that uses our wide range of skills to deliver the best possible boost to each individual brand we partner with.
Over 100 of the smartest marketing people on the planet give their
predictions on what 2011 will hold for content marketing and social media.
Inside this special eBook, you may find that -
• Facebook takes over the world
• Brands really are turning into mini-media companies
• It’s the story, not the channel, that matters
• ‘Gamification’ will actually enter our vocabulary
• and hundreds more
The 7 Types of B2B Copywriter… and how the wrong one can destroy your campaignRadix Communications
Here is Fiona Campbell-Howes' presentation from B2B Summit 2015, which discusses how different types of copywriter are suited to different types of marketing content.
Kicking ass at B2B copywriting - 9 things every tech marketer must knowRadix Communications
How important is good copy in B2B tech marketing and how do you go about writing it? Here's nine tips to get you started, including the skills you'll need and why you need to shout about your copy.
2014: The Year Social Content Dominated B2B Technology Marketing?Radix Communications
As a B2B tech copywriting agency, Radix has a great first-hand view of the types of content that marketers in the tech sector are producing. In this presentation, we sift through every project the Radix team worked on in 2014 to uncover the year’s big trends.
A collective of problem-solving, SEO-obsessive, tech literate, brand-aware, social media-loving, entrepreneurial superheroes who join forces every day focused on one goal and one goal only: to use their unique array of skills to take clients’ businesses from good to great and beyond.
We work with all kinds of businesses at all stages by helping establish a powerful online presence. Whether you’re just starting out and want to launch with a bang or you’ve been around for decades and want to re-tool your online presence to generate a much-needed boost in business, we combine a mix of time-honored strategies that are proven to work with a custom business plan devised for each client that uses our wide range of skills to deliver the best possible boost to each individual brand we partner with.
Over 100 of the smartest marketing people on the planet give their
predictions on what 2011 will hold for content marketing and social media.
Inside this special eBook, you may find that -
• Facebook takes over the world
• Brands really are turning into mini-media companies
• It’s the story, not the channel, that matters
• ‘Gamification’ will actually enter our vocabulary
• and hundreds more
5 warning signs every marketer should know. There are many content marketing firms out there, how do you pick the right one?
Check out our research on the ROI of Content Marketing as compared to Native Advertising here: http://research.frac.tl/content-marketing-vs-native-advertising
This presentation accompanies a webcast about how to plan top performing marketing content, including mapping content to the buying cycle, plotting a 12 month editorial calendar and aligning content planning with buyer and business needs. The accompanying webcast is available here http://bit.ly/wmconf-webcast
Key content marketing tools
Blog Posts
Microsites
Social Media updates
Infographics.
Photographs
Podcasts
Communities
Fact sheets
White papers
E-books
Testimonials.
Webinars
Live events
Creative brief
Video categories
Video planning
Are you using the same pitch for each meeting and getting lackluster results? Learn how creating buyer personas to customize your messaging can help you land more deals.
Tips, Tools and Templates To Build Your Content Marketing StrategyMichael Brenner
Are you looking for help to develop your content marketing strategy? In this presentation delivered at Content Marketing World, I'm offering all the tips, tools and templates you need to go from wherever you are in your content marketing journey to being a world class content brand.
Modern civilization was built on the backs of great cities. Likewise, great businesses are now being built on the backs of B2B marketing. Cities like Rome, Athens, Hong Kong, and New York have been our models of culture and progress. And from the outside, these cities appear to function effortlessly. The truth is quite the opposite.
In order to build a successful B2B marketing empire, you must have a solid foundation in place. This eBook will cover the foundational elements of how to build your:
- B2B Marketing Strategy
- Marketing Career
- Marketing Squad
Gain insights and advice from top B2B marketers like Ann Handley, Michael Brenner, Chris Moody, Scott Monty, Lee Odden, Jason Miller and more!
Lead Nurturing Beyond the Inbox - INBOUND14HubSpot
When you hear the phrase "marketing automation," what do you think of first? A detailed diagram of emails sent to different segments, broken out by email engagement, drawing a line from lead to customer? This has become the norm, yet it is among the least effective lead nurturing efforts you can set up as a marketer. Join this session to learn how to set up a multi-channel lead nurturing campaign to reach your prospective customers via email, social media, and other effective media.
HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014]HubSpot
Only 44% of B2B marketers and 39% of B2C marketers have a documented content strategy (Content Marketing Institute). Delivering the right content, to the right persona at the right time is essential to achieving success in your marketing, but it isn't going to happen by accident. Attend this session to learn the step-by-step content mapping process developed from content consumption and buyer behavior research. Leave the session with new knowledge and the resources, worksheets and reference guides you'll need to complete your own Content Map. Real-life inspiration and use-case ideas to make it actionable in your own marketing included.
How can you create remarkable content experiences and more scalable content processes? Over the last year, Robert Rose has been sharing exclusive insights in a weekly CMI newsletter, Content Strategy for Marketers. These conversations include current concepts that struck him as interesting; new ideas, big and small; near-term and long-range views of our industry; and more. Following are some of the discussion points you might find to be particularly helpful as you navigate the ins and outs of developing, implementing, and executing a successful content strategy. Use them as signposts to keep your efforts on track, or simply to inspire conversations on the role that content strategy should be playing in your own organization.
Become the SEO reseller of the best Indian SEO company with ISO certification and over 8 years of expertise in search engine optimization and social media promotion
Use this content marketing tutorial to learn the basics of how to create content that actually converts. http://www.quoteroller.com and http://www.servicecrowd.com.au take you through how to create content that builds your brand, authority and credibility to both your potential clients and Google. By Jennifer Riggins & Daniel Duckworth
The way people research and buy products has fundamentally shifted.
These days, people prefer having conversations over filling out lead capture forms (81% don't fill out the form when they encounter gated content).
And 66% prefer real-time messaging for talking to businesses over any other communication channel.
To help you better understand what this new marketing and sales landscape looks like, we teamed up with our friends at Clearbit to create the first-ever State of Conversational Marketing report.
5 warning signs every marketer should know. There are many content marketing firms out there, how do you pick the right one?
Check out our research on the ROI of Content Marketing as compared to Native Advertising here: http://research.frac.tl/content-marketing-vs-native-advertising
This presentation accompanies a webcast about how to plan top performing marketing content, including mapping content to the buying cycle, plotting a 12 month editorial calendar and aligning content planning with buyer and business needs. The accompanying webcast is available here http://bit.ly/wmconf-webcast
Key content marketing tools
Blog Posts
Microsites
Social Media updates
Infographics.
Photographs
Podcasts
Communities
Fact sheets
White papers
E-books
Testimonials.
Webinars
Live events
Creative brief
Video categories
Video planning
Are you using the same pitch for each meeting and getting lackluster results? Learn how creating buyer personas to customize your messaging can help you land more deals.
Tips, Tools and Templates To Build Your Content Marketing StrategyMichael Brenner
Are you looking for help to develop your content marketing strategy? In this presentation delivered at Content Marketing World, I'm offering all the tips, tools and templates you need to go from wherever you are in your content marketing journey to being a world class content brand.
Modern civilization was built on the backs of great cities. Likewise, great businesses are now being built on the backs of B2B marketing. Cities like Rome, Athens, Hong Kong, and New York have been our models of culture and progress. And from the outside, these cities appear to function effortlessly. The truth is quite the opposite.
In order to build a successful B2B marketing empire, you must have a solid foundation in place. This eBook will cover the foundational elements of how to build your:
- B2B Marketing Strategy
- Marketing Career
- Marketing Squad
Gain insights and advice from top B2B marketers like Ann Handley, Michael Brenner, Chris Moody, Scott Monty, Lee Odden, Jason Miller and more!
Lead Nurturing Beyond the Inbox - INBOUND14HubSpot
When you hear the phrase "marketing automation," what do you think of first? A detailed diagram of emails sent to different segments, broken out by email engagement, drawing a line from lead to customer? This has become the norm, yet it is among the least effective lead nurturing efforts you can set up as a marketer. Join this session to learn how to set up a multi-channel lead nurturing campaign to reach your prospective customers via email, social media, and other effective media.
HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014]HubSpot
Only 44% of B2B marketers and 39% of B2C marketers have a documented content strategy (Content Marketing Institute). Delivering the right content, to the right persona at the right time is essential to achieving success in your marketing, but it isn't going to happen by accident. Attend this session to learn the step-by-step content mapping process developed from content consumption and buyer behavior research. Leave the session with new knowledge and the resources, worksheets and reference guides you'll need to complete your own Content Map. Real-life inspiration and use-case ideas to make it actionable in your own marketing included.
How can you create remarkable content experiences and more scalable content processes? Over the last year, Robert Rose has been sharing exclusive insights in a weekly CMI newsletter, Content Strategy for Marketers. These conversations include current concepts that struck him as interesting; new ideas, big and small; near-term and long-range views of our industry; and more. Following are some of the discussion points you might find to be particularly helpful as you navigate the ins and outs of developing, implementing, and executing a successful content strategy. Use them as signposts to keep your efforts on track, or simply to inspire conversations on the role that content strategy should be playing in your own organization.
Become the SEO reseller of the best Indian SEO company with ISO certification and over 8 years of expertise in search engine optimization and social media promotion
Use this content marketing tutorial to learn the basics of how to create content that actually converts. http://www.quoteroller.com and http://www.servicecrowd.com.au take you through how to create content that builds your brand, authority and credibility to both your potential clients and Google. By Jennifer Riggins & Daniel Duckworth
The way people research and buy products has fundamentally shifted.
These days, people prefer having conversations over filling out lead capture forms (81% don't fill out the form when they encounter gated content).
And 66% prefer real-time messaging for talking to businesses over any other communication channel.
To help you better understand what this new marketing and sales landscape looks like, we teamed up with our friends at Clearbit to create the first-ever State of Conversational Marketing report.
Fórmulas de copywriting - Aprende a escribir de forma estratégicaSEMrush_es
Cuando vas a escribir algo lo peor que puede ocurrirte es el "síndrome de la página en blanco". Te sientas, te preparas para escribir y dices "¿y ahora qué escribo?". Para mí eso es algo del pasado. Desde que comencé a utilizar fórmulas de copywriting sé qué es lo que quiero escribir antes de empezar a hacerlo. ¿Te gustaría poder eliminar ese momento de incertidumbre y comenzar a escribir de forma estratégica? Esta presentación te ayudará a conseguirlo.
The ultimate guide to successful advertising (updated version)André Skagervik
The media landscape has changed rapidly over last years. You know it. I know it. More brands than ever are competing for seconds of the audience’s valuable attention. 24 hours a day. 7 days a week. The recipient is defining the game rules and the advertising agencies are trying harder than ever before. But hey, it really doesn’t have to be that complicated. Reaching the true success and becoming that kind of brand is really about understanding a couple of basic principles about the game field. May I (have) (steal) deserve your attention for a couple of minutes? I promise I will make it worth your while...
What Marketers Can Learn From the GoldiBlox "Girls" Parodyjimbler
We all loved the goldiblox "Girls" parody. Here's a quick framework i used to explain to some marketers why i thought it was great. The goal of the presentation was to create a framework for understanding why this worked and what we as marketers can learn from it.
We all loved the goldiblox "Girls" parody. Here's a quick framework i used to explain to some marketers why i thought it was great. The goal of the presentation was to create a framework for understanding why this worked and what we as marketers can learn from it.
Want to know how to promote yourself? Stop promoting yourself. Start promoting what people find interesting and amazing. Only by doing so will you succeed in promoting yourself, your business, or your passion.
Want to learn how to be a brand ambassador? Better yet, one of the best?
Join us at Promo Rockstars and we can help guide you every step of the way!
(And for those with experience, there is always something we can learn. We are here to coach our community and help provide resources, no matter what experience level. We will help you get to the next level, beyond brand ambassadorship even)
http://www.promorockstar.com/group
The media landscape has changed rapidly over last years. You know it. I know it. More brands than ever are competing for seconds of the audience’s valuable attention. 24 hours a day. 7 days a week. The recipient is defining the game rules and the advertising agencies are trying harder than ever before. But hey, it really doesn’t have to be that complicated. Reaching the true success and becoming that kind of brand is really about understanding a couple of basic principles about the game field. May I (have) (steal) deserve your attention for a couple of minutes? I promise I will make it worth your while...
What makes your brand different? A guide to being more competitiveguest18b160
This is a world where you and your competitors are largely selling products with similar benefits and features.
This is a world where the fragmentation of media makes it tougher to get your message to your consumers.
This is a world where brand owners find their trade customers are not only their access to consumers - but increasingly their biggest competitors.
This is a world where you need to think about how you you can ensure that you are building a long term competitive advantage based on a unique, different but relevant and compelling offer to your consumers.
In order to do this, what few key things should you be doing to make you different enough to generate value and long term growth in today's competitive global marketplace?"
What's on this PowerPoint menu? A healthy helping of my general writing experience covering advertising, promotion, retail, finance, industrial, electronic, audio visual, humor, you name it. Digest and enjoy
Five awarded essays on branding by MEC's rising stars:
- I Believe in the Future Brands Must be Superhuman..
- I Believe that in the Future Brands will have to Earn the Right to Communicate
- I Believe the Future Belongs to Brand-Driven Businesses
- I Believe that the Future of Brands Lies in making Loving Fun
- Statics & Flows: The Creation of Brand Fame in theDigital Age
The term branding is relegated to companies, however today almost every individual has a personal brand. Start thinking of yourself as a brand, to be a better leader, to be a better employer brand, to celebrate your accomplishments.
Starting up a business has many challenges and demands. This paper from Swystun Communications provides ways and examples for how branding can better ensure success if the focus is there from the start.
Alex Greenwood PR Presentation - New DesignAl Bonner
I was privileged to have an opportunity to help Alex Greenwood redesign his Public Relations training presentation. This is the redesigned or "after" version.
50+ Social Media Speeches and Stories by Bob CargillBob Cargill
Here is a list (with links) of over 50 different speeches and stories on social media presented by Bob Cargill, recorded on video and uploaded for viewing on YouTube.
50+ Motivational Speeches and Stories by Bob CargillBob Cargill
Here is a list (with links) of over 50 different motivational speeches and stories presented by Bob Cargill, recorded on video and uploaded for viewing on YouTube.
Live streaming video. It’s the new shiny object in social media. But you’ve got so many other ways of sharing video with your friends, followers and fans. Facebook. Twitter. Instagram. Vine Not to mention the fact that you might prefer to simply upload your video directly to YouTube or Vimeo. How do you fit new mobile apps like Meerkat and Periscope into the mix? How do you use them to promote your products, services, people and brand? In this presentation, Bob Cargill and Robert Lee will not only answer those and other questions about live streaming video, they’ll demonstrate how to use Periscope live and even give attendees the opportunity to record their own videos.
Social media isn’t rocket science, but it is definitely a departure for businesses, nonprofit organizations, brands and institutions that have been historically dependent on traditional methods of communicating with their constituents.
So to help educate and enlighten those who are new to using blogs, Twitter, Facebook, LinkedIn, YouTube and the like for marketing, advertising, PR, publishing and networking purposes, here are my 10 ways to succeed in social media...
This comprehensive program covers essential aspects of performance marketing, growth strategies, and tactics, such as search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing, social media marketing, and more
Want to move your career forward? Looking to build your leadership skills while helping others learn, grow, and improve their skills? Seeking someone who can guide you in achieving these goals?
You can accomplish this through a mentoring partnership. Learn more about the PMISSC Mentoring Program, where you’ll discover the incredible benefits of becoming a mentor or mentee. This program is designed to foster professional growth, enhance skills, and build a strong network within the project management community. Whether you're looking to share your expertise or seeking guidance to advance your career, the PMI Mentoring Program offers valuable opportunities for personal and professional development.
Watch this to learn:
* Overview of the PMISSC Mentoring Program: Mission, vision, and objectives.
* Benefits for Volunteer Mentors: Professional development, networking, personal satisfaction, and recognition.
* Advantages for Mentees: Career advancement, skill development, networking, and confidence building.
* Program Structure and Expectations: Mentor-mentee matching process, program phases, and time commitment.
* Success Stories and Testimonials: Inspiring examples from past participants.
* How to Get Involved: Steps to participate and resources available for support throughout the program.
Learn how you can make a difference in the project management community and take the next step in your professional journey.
About Hector Del Castillo
Hector is VP of Professional Development at the PMI Silver Spring Chapter, and CEO of Bold PM. He's a mid-market growth product executive and changemaker. He works with mid-market product-driven software executives to solve their biggest growth problems. He scales product growth, optimizes ops and builds loyal customers. He has reduced customer churn 33%, and boosted sales 47% for clients. He makes a significant impact by building and launching world-changing AI-powered products. If you're looking for an engaging and inspiring speaker to spark creativity and innovation within your organization, set up an appointment to discuss your specific needs and identify a suitable topic to inspire your audience at your next corporate conference, symposium, executive summit, or planning retreat.
About PMI Silver Spring Chapter
We are a branch of the Project Management Institute. We offer a platform for project management professionals in Silver Spring, MD, and the DC/Baltimore metro area. Monthly meetings facilitate networking, knowledge sharing, and professional development. For event details, visit pmissc.org.
Exploring Career Paths in Cybersecurity for Technical CommunicatorsBen Woelk, CISSP, CPTC
Brief overview of career options in cybersecurity for technical communicators. Includes discussion of my career path, certification options, NICE and NIST resources.
NIDM (National Institute Of Digital Marketing) Bangalore Is One Of The Leading & best Digital Marketing Institute In Bangalore, India And We Have Brand Value For The Quality Of Education Which We Provide.
www.nidmindia.com
1. 10 WAYS TO SUCCEED
AS A COPYWRITER
by Bob Cargill
2. 1 Dare to be different.
Bob Cargill www.anewmarketingcommentator.com
3. 1 Dare to be different.
To earn a living as a copywriter, you have to be a good writer. That goes without saying.
But what’s almost just as important to your success is your ability to think creatively.
Copywriting is not for the conformists and traditionalists among us. It’s a job for those who
are willing to take chances and who understand what Pablo Picasso (1881-1973) meant
when he said, ―Some painters transform the sun into a yellow spot; others transform a
yellow spot into the sun.‖
To stand out among the clutter and competition, your work has to reflect a high degree of
originality and inventiveness. It can’t be the same old, same old. It has to be new or
improved, first time, every time.
Bob Cargill www.anewmarketingcommentator.com
4. 1 Dare to be different.
Copywriting is for the right-brained and open-minded, those who aren’t afraid of being
judged for their idiosyncrasies and foibles.
It’s for those who like to read such books as Seth Godin’s Purple Cow, Spencer Johnson’s
Who Moved My Cheese? and Roger von Oech’s A Kick in the Seat of the Pants.
It’s for people who like to listen to everything from Lady Antebellum to Lady Gaga.
It’s for well-rounded people with diverse tastes and interests, people who have no problem
whatsoever looking at something from someone else’s perspective.
Bob Cargill www.anewmarketingcommentator.com
5. 2 Care deeply about results.
Bob Cargill www.anewmarketingcommentator.com
6. 2 Care deeply about results.
While being able to exhibit a high degree of creativity may be important to the success of a
copywriter, achieving the highest possible ROI is usually imperative, certainly in direct
marketing, the industry in which I earn my livelihood.
My brethren and I work with the understanding that the purpose of most campaigns is to
promote sales of a product or service, not the copywriter’s ability to turn a clever phrase. It’s
nice to win awards. But what really counts is winning over your audience, those who are
hopefully hanging on your every single word.
Yes, what the most successful copywriters really care about is convincing those on the
receiving end of their communications to take action in some way, shape or form such
as picking up the phone, filling out a form, clicking on a link or passing the word along to a
friend. What they want more than anything are leads, orders, referrals and repeat business.
But that’s not to say good creative and great results have to be mutually exclusive. In fact,
many times they go hand in hand.
Bob Cargill www.anewmarketingcommentator.com
7. 2 Care deeply about results.
For instance, in the early ’90s, I wrote a direct mail package for Science News magazine that
featured the following teaser on the outside envelope…
Electricity so powerful it shocks a heart-attack victim back to life…
Whales so hungry they take a bite out of the beach…
Grasshoppers so smart they change coats to beat the heat…
And other things that will make you go “hmmm”…
Including that last line – the name of a well-known hit song by C+C Music Factory as well as
an expression that late-night talk show, Arsenio Hall, used in his monologues – on the
envelope was a demonstration of creativity that more than paid off. After all, this package
brought in literally thousands of subscription orders during the few years it reigned as a
control for Science News and was eventually honored by the New England Direct Marketing
Association with a first place award.
Bob Cargill www.anewmarketingcommentator.com
8. 3 Walk in your readers’ shoes.
Bob Cargill www.anewmarketingcommentator.com
9. 3 Walk in your readers’ shoes.
In Stephen R. Covey’s best-selling book, The Seven Habits of Highly Effective People, Habit
#5 is ―Seek first to understand, then to be understood.‖ Well, that’s also one of the habits of
highly effective copywriters. They seek first to understand everything they possibly can about
their audience before they even begin to attempt to be understood themselves.
Yes, the more you know about your customers and constituents, the easier it is to make a
potentially valuable connection with them.
Unfortunately, that’s much easier said than done.
Tight schedules and small budgets often supersede any opportunity to look closely at the
demographics – and psychographics – of those whose attention you covet. But that doesn’t
mean you can’t find out what makes them tick.
Bob Cargill www.anewmarketingcommentator.com
10. 3 Walk in your readers’ shoes.
What you really want is the chance to hear directly from customers, prospects, donors or
stakeholders, people who can provide you with credible, honest feedback about your client’s
products or services. That’s where a focus group can be a big help (if it’s an option).
There are plenty of other ways to research your audience, though. Call them. Email them.
Google them. Learn as much as possible about them – age, gender, income, location, likes,
dislikes, idiosyncrasies, so on and so forth.
Are your readers on Facebook, Twitter or LinkedIn? What about the blogosphere? Wherever
they hang out, use social media to find them, then walk in their shoes. The more you
understand them, the easier it’ll be for you to speak their language and help them
understand why they should be doing business with your client.
Bob Cargill www.anewmarketingcommentator.com
11. 4 Develop strong presentation skills.
Bob Cargill www.anewmarketingcommentator.com
12. 4 Develop strong presentation skills.
It’s one thing to be able to write well. It’s quite another to be able to present your work with
the utmost confidence and conviction. But some of the most successful copywriters I’ve met
over the years have had as much command of the spoken as the written word.
Those with strong presentation skills are more effective in selling their work to both their
colleagues and clients. They’re also given more opportunities to attend important meetings,
speak at conferences and assume positions of leadership.
If you’re uncomfortable speaking in front of an audience, consider joining Toastmasters
International, a nonprofit educational organization that helps people improve their public
speaking, communication and leadership skills.
Bob Cargill www.anewmarketingcommentator.com
13. 4 Develop strong presentation skills.
As I wrote on my blog more than eight years ago (May 17, 2004)…
Back in the day, one of my dreams was to hone my public speaking skills to the point
where I could lead seminars and speak at conferences and industry events about direct
marketing and creativity. At the time (in the late „80s), the extent of my public speaking
opportunities was only a couple of wedding toasts — admittedly, fair to middling “best
man” mumbo jumbo — so if I was ever going to make it to the big leagues, I knew I
needed to take more swings of the bat. I knew I needed Toastmasters. That was then.
Now, looking back, I can unequivocally say that more than five years of experience as a
Toastmaster — including two stints as club president and more than several rounds of
speech contests — went a long way toward changing my life, instilling in me the
confidence and skills necessary for all the speaking I do nowadays part and parcel of
my career.
Bob Cargill www.anewmarketingcommentator.com
14. 4 Develop strong presentation skills.
There’s no question that I enjoy my role as a professional copywriter. But I also take pride in
my abilities as a presenter. Developing my own skills as a public speaker was one of the
best things I’ve done for my career so far. Being able to present has not only helped me sell
my own work, it’s helped me enhance my personal brand and led to countless opportunities I
wouldn’t have had otherwise.
Bob Cargill www.anewmarketingcommentator.com
15. 5 Keep your head out of the sand.
Bob Cargill www.anewmarketingcommentator.com
16. 5 Keep your head out of the sand.
It’s no coincidence that some of the best copywriters in the business have eclectic tastes
and varied interests. When they’re not hunkered down on the job, sequestered under tight
deadline pressure, they’re taking in all that life has to offer as both spectators and
participants.
They’re bookworms, moviegoers, sightseers and pop culture junkies, people with insatiable
appetites for news and information. They’re social butterflies, night owls and day-trippers,
free-spirited individuals who are curious by nature.
They read everything from best-selling business books to celebrity gossip blogs.
They watch everything from game shows to talk shows, Mad Men to Desperate Housewives,
sitcoms to soap operas, reality TV to Glee.
Bob Cargill www.anewmarketingcommentator.com
17. 5 Keep your head out of the sand.
They do everything from hiking and biking to attending concerts, fundraisers, sporting
events, museums and the theater.
They try almost anything from newly opened restaurants to ridiculously offbeat adventure
vacations.
The bottom line is that to be successful as a copywriter over the course of a career, you can’t
be reclusive and introverted. You need to have a breadth of knowledge and experience in
order to write about a broad range of topics and issues. You need to keep your head out of
the sand and your fingers on the pulse of what’s happening in the world today.
Bob Cargill www.anewmarketingcommentator.com
18. 6 Exercise good judgment.
Bob Cargill www.anewmarketingcommentator.com
19. 6 Exercise good judgment.
A copywriter has meetings to attend and research to conduct, but the majority of his or her
work hours are spent, well, writing copy – and often under the pressure of exceedingly high
expectations and incredibly tight deadlines.
Talent is important. But so is good judgment. Whatever you’re writing, you have to have both
the experience and intuition to choose just the right words for the assignment time after time.
You also have to decide for yourself when to let go of your work and share it with your
colleagues and clients.
Bob Cargill www.anewmarketingcommentator.com
20. 6 Exercise good judgment.
As Roger von Oech writes on page 110 of his book, ―A Kick In The Seat Of The Pants‖…
“The judge performs the evaluation function of the creative process. When you adopt
this role, you decide what to do with the idea: implement it, modify it, or discard it
completely. In carrying out this task, you should recognize imperfections in the new idea
without overstating them. You should also be open to interesting possibilities and use
your imagination to develop these without losing your sense of reality and perspective.”
Bob Cargill www.anewmarketingcommentator.com
21. 7 Meet your deadlines.
Bob Cargill www.anewmarketingcommentator.com
22. 7 Meet your deadlines.
If you’ve been around the block once or twice as a copywriter, you know better than to think
anyone’s going to just give you enough time to do your very best work. You have to make
the time.
Yup. Over the course of my career, I’ve rarely seen a schedule that permits a copywriter the
luxury of putting in the time he or she would really like to dedicate to a project.
Every assignment is a rush. Everything is due yesterday. That’s the nature of advertising and
marketing, the bane of a copywriter’s existence. That’s the one thing you have to
understand if you want to succeed in this business.
Incredibly tight deadlines come with the territory. And those deadlines had better be met.
Bob Cargill www.anewmarketingcommentator.com
23. 7 Meet your deadlines.
That doesn’t mean you can’t ask for an extension if you don’t have enough time to finish an
assignment. But if you want to establish a reputation as a reliable, low-maintenance
copywriter, the wordsmith to go to for high-quality work that’s on time, every time, don’t make
it a habit.
There’s a reason why so many copywriters are accustomed to burning the candle at both
ends.
Deadlines.
No, copywriting is not a nine to five job. It’s a matter of jumping through hoops and going the
extra mile. It’s a demanding profession and stressful occupation, a serious commitment you
make to your colleagues and clients.
Bob Cargill www.anewmarketingcommentator.com
24. 8 Be a team player.
Bob Cargill www.anewmarketingcommentator.com
25. 8 Be a team player.
Most copywriters are accustomed to working alone, sequestered away from the rest of the
team, doors closed, blinds drawn, working feverishly against time.
It’s what we do out of necessity, when there’s no room for distractions and we just need to
put our heads down to get the job done as soon as possible.
Yet while it’s certainly not unusual for a copywriter to do his or her thing in isolation, battling
loneliness as well as the clock, it really shouldn’t be the norm.
Sure, to succeed as a copywriter, you need to be a self-starter, capable of working
independently for long stretches of time. But you also need to be a team player, someone
who works well with others – especially designers, creative directors and account people –
and can appreciate the importance of timely, seamless handoffs between everyone involved
in a project.
Bob Cargill www.anewmarketingcommentator.com
26. 8 Be a team player.
You need to be disciplined enough to work in a vacuum (if necessary), but you don’t want to
be an introvert. The more enthusiastically you collaborate and communicate with others, the
better.
If you’re invited to a meeting, be punctual and prepared to participate.
If you’re taking changes to your work, respond promptly and positively.
If you’re given a deadline, beat it.
Brainstorm – or just plain socialize – with your colleagues and clients as much as possible.
Get away from your desk and out of your office whenever the opportunity presents itself.
If you go out of your way to show your support for those who depend on you, they’ll be more
likely to return the favor and do everything they can to ensure your success.
Bob Cargill www.anewmarketingcommentator.com
27. 9 Sweat the small stuff.
Bob Cargill www.anewmarketingcommentator.com
28. 9 Sweat the small stuff.
It’s one thing to be a creative genius, to be that extra special someone in the room who can
come up with surprisingly brilliant ideas practically on demand, time and time again.
That’s the glamour and glory of the business.
But the consummate copywriter is actually a stickler for details, someone who’s as strong on
the left side of the brain as the right, who’s as analytical and obsessive as conceptual and
extemporaneous, who’s as aware of the importance of being an accurate, fact-
based tactician as much as an original, award-winning craftsperson.
That part of the job is not as exciting as it is necessary.
Bob Cargill www.anewmarketingcommentator.com
29. 9 Sweat the small stuff.
Yes, it’s not good enough to be just a great wordsmith and marketer. If you want to earn a
living as a copywriter, you also have to be a good researcher and project manager, an avid
reader and a competent verbal communicator, someone who can appreciate the fact that a
great deal of your success depends on your ability to wear a variety of other hats well when
you’re not actually writing.
To sweat the small stuff means to be punctual and deadline-oriented, to ask the right
questions and make the right points during meetings and presentations.
It also means to be a good proofreader and gatekeeper. So don’t count on someone else to
catch your mistakes. Be your own worst critic. Use a spell-checking program. And keep a
dictionary on your desk. Scrupulously review every single word you write before you turn it
over to the powers that be. After all, nothing can undermine your credibility as a copywriter
faster than a typo or misspelling.
Bob Cargill www.anewmarketingcommentator.com
30. 10 Use social media.
Bob Cargill www.anewmarketingcommentator.com
31. 10 Use social media.
A copywriter’s job is to use the written word to promote something or someone using a variety
of media, anything from radio to TV, direct mail to email, websites to billboards, print ads to
assorted signage, sky writing, you name it.
And today, included among all that tried-and-true, traditional media are blogs, Facebook,
Twitter and other popular Internet-based, self-publishing vehicles.
The fact is, anyone working in the marketing, advertising, sales and PR fields who knows how
to use social media tools and technologies will likely be much more successful amidst this new
communications era.
And those who earn a living writing copy have an obvious competitive advantage. After all, the
better you write, the better chance you have of stringing together the right messages for the
right occasions and making yourself heard loud and clear above the social media din.
Bob Cargill www.anewmarketingcommentator.com
32. 10 Use social media.
So use social media – but not just on behalf of your clients and customers, on behalf of
yourself, too.
Social media is the ideal forum for a copywriter. It’s where you can network with other like-
minded professionals, keep up on breaking news and learn from industry gurus. It’s also
where you can share your own knowledge and expertise, where you can actually practice —
and demonstrate — your craft in public.
Writing tweets, blog posts, status updates, notes and anything else in social media not only
keeps your writing fresh, it keeps you up to speed on the latest communications
platforms. It’s a great way to connect with the modern world and succeed as a copywriter in
today’s day and age.
Bob Cargill www.anewmarketingcommentator.com
33. About the Author
Bob Cargill is a copywriter, creative director and social media consultant who helps
brands to develop and implement successful new marketing programs.
Bob, who was named the New England Direct Marketing Association’s ―Direct
Marketer of the Year‖ for 2009, has worked with hundreds of clients in the
promotion and sales of their products and services. In addition to his role as a
hands-on creative professional, he takes pride in his ability to bring out the best in
others and effect positive organizational change as both a manager and mentor.
His work has been recognized with more than 40 awards, including Gold for his
blog, ―A New Marketing Commentator,‖ Gold for Best Tweets and Silver for Best
Copywriting from the New England Direct Marketing Association.
Bob likes to keep his fingers on the pulse of the industry in which he earns his
livelihood, having presented many times about copywriting, direct marketing,
blogging and social media and been published or quoted on his areas of expertise
in numerous media outlets. He is a Past President of the New England Direct
Marketing Association (’99–’00), a Past President of two Toastmasters clubs and a
graduate of the MetroWest Leadership Academy.
Blog http://www.anewmarketingcommentator.com
Twitter http://www.twitter.com/cargillcreative
Facebook http://www.facebook.com/cargillcreative
LinkedIn http://www.linkedin.com/in/bobcargill
YouTube http://www.youtube.com/bobcargill
Bob Cargill www.anewmarketingcommentator.com