Advertising Techniques - That Your Moma Never Revealed
I used to think advertising was a dirty word. It's best left to the experts, I thought, people who knew what they were doing and cared enough about the products they were trying to sell that they didn't have time for anything else. But then something changed my mind. I did some research on advertising techniques, which led me down a rabbit hole of new ideas and possibilities - but only one could top them all.
The original copywriting guide, The Copywriter's Handbook , was published in the early 1970s. Over twenty years later, it's still one of the must-read books on the subject. Written by Gary Halbert ("The J.A. Konrath of Copywriting"), it's packed with all kinds of great advice - but the section titled "Marketing" is some of the best, because Halbert writes like a pro who knows how to sell his services with hard facts and real-world examples.
"If you saved your money and waited for years to get into copywriting," he says in his introduction to that section, "you would be very successful in putting together a small agency or company. However, you would be going up against people who have been hustling day in and day out for the past twenty years."
He's right. If you want to get anywhere in the industry, you have to learn from the people who've already made it there. But instead of reading old books, why not just talk to them? Look at what they're doing and ask them how they do it, why they do it that way and how you can use their techniques for your own ends.
I did just that when I got a chance to interview freelance copywriter Jessica Miller-Merrell (one of the few women in her field). She gave me an education in the process of marketing herself, her work and her business - the same way she sells advertising space or packages to clients.
After that first interview, I did a little research on what topics to cover with her - and then I got back in touch with her and asked for an interview about those topics specifically.
So if you can't afford copywriting services yet, or don't have sales experience you're comfortable sharing, take a look at some of Halbert's "Marketing" tips below.
1. You're going to have to sell yourself and your work.
At first, Halbert used his experience as a magazine advertising executive to sell himself and his services to prospective clients. "I wrote copy that amazed people," he says, "that made them laugh out loud, inspired them and ultimately got them to say yes."
This kind of direct contact works in situations other than advertising campaigns - it's how actors sell themselves to directors or nutritionists to clients. When you get a chance, establish yourself as a trustworthy resource in your industry and begin building up your reputation.
2. You need some solid background.
Copywriting is not a modern art form. It's a longstanding tradition, and there are rules and values you have to respect if you want to call yourself a true copywriter.
"I'm an old-school copywriter," Halbert says in the Copywriter's Handbook , "and I believe that it doesn't matter if you do advertising or direct marketing, if the copy is directed right at the right people and done right, the results will be excellent." That means you're going to have to start writing straight out of college or childhood - as long as it's compelling and persuasive writing.
Some copywriters have a difficult time getting this position, because they have to spend so long developing their skills and reputation. But Miller-Merrell has been doing it for years and is now one of the most sought-after voices in the field.
3. Build your voice - don't rely on others.
In an interview with Copyblogger , Halbert wrote about how he got started: "When I was 12 years old I decided that I wanted to be a writer and … I spent my summers clipping out articles from magazines and making little stacks of them, planning how I would fit them together into a story.
"I would lay out my stacks of clippings on the floor and then when I came to the part of a story where I wrote, I would write it with my eyes closed because it was more fun that way."
This image is pure genius and speaks volumes about how Miller-Merrell and other copywriters approach their work. They create a specific style and use it to become who they are as writers.
4. "Your first job is never turning down work. You have to say yes far more than you have to say no."
Copywriting can be frustrating if you let it get in your way. To keep yourself focused and your clients happy, focus on the end goal: putting together a stellar campaign that meets the needs of your client.
That means saying yes to projects and clients that you might otherwise turn down. If it's going to help you grow your business and advance yourself in the field, it's worth doing - even if it's for a product or concept you don't personally like.
5. Learn from others' mistakes.
Don't be afraid to learn from others' failures in this business - Halbert says all his early mistakes were opportunities to learn more about his own talents and what didn't work for him as a writer. Once you spot your own weaknesses, you can begin to patch them up and build a stronger, more successful copywriting practice.
Note: The Copyblogger interview (and most of the others) don't include references or links - they're meant to be read as stand-alone talks. If you want to know more about any of these topics, look up the original articles and interviews. Halbert's Website is especially interesting because he gives away dozens of industry secrets in his newsletter .
6. Let your personality shine through.
John Caples was one of the best copywriters out there for over 60 years, and he had a very specific style of writing that became famous in its own right.
Conclusion
Whether you're a newbie or experienced in the field, you'll get something out of this site. It's a chance to talk directly to the "Godfather of Copywriting," learn some tricks that can be applied right away, and get really good advice from an industry veteran who knows what he's talking about.
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Additional Resources: The Copywriter's Handbook by John Caples is widely regarded as the book on copywriting for beginners.