Trend watch: Online heats up for copywriting work
By Chris Marlow | October 12, 2008
Trend watch: Online heats up for copywriting work! Here’s why…
Everybody’s talking about the economy, and yes, marketers are spending more online than ever, and cutting back heavily in offline marketing. But anti-marketing and ecology-minded groups are attacking the direct response industry with unprecedented vigor, in an effort to reduce direct mail.
According to Direct (Oct. 2008), the Direct Marketing Association (DMA) kept tabs on 33 unfriendly-to-marketing bills presented to the legislature last year. And last year more than a dozen state do-not-mail bills were fought by the DMA. The success of the Do-Not-Call bill is fueling the onslaught of new attempts to reduce direct mail.
So what does this mean to the copywriter? Simply that the trend is unmistakable. Direct mail will probably never go away entirely, but studying and becoming expert in Internet copywriting is a very smart thing to do.
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Three niche markets that are getting hurt by the recession
By Chris Marlow | October 2, 2008
Three niche markets that are getting hurt by the recession: According to DMNews (Sept. 22, 2008), the finance, travel, and automotive industries are the hardest hit by the sliding economy. One measure is the cancellation of print advertising contracts.
However, smart marketers know that downturns represent opportunity. And we’re hearing it more and more. Robb Hecht, digital marketing strategist for IMC Strategy Labs, makes this statement:
” It’s during a recession that a brand should position itself as the leader in its category. It is the best and least expensive time to gain market share.” He goes on to say that with downturns, online publishers are more willing to cut deals. So for you copywriters and other marketing service providers out there, the message to your prospects and clients is “let’s get busy!”.
Other insights from the same article:
• The Internet remains the vehicle of choice for direct markers
• Social marketing is an inexpensive way to help your clients gain market share in a recession
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Online Summit Helps Copywriters Better Market and Sell Services
By Chris Marlow | September 29, 2008
Do you want to attract more clients, become the envy of your competitors and earn an executive income as a no-hype copywriter? The first its kind, Mike Stelzner’s Copywriting Success Summit 2008 — http://www.copywritingsummit.com/cm/ — brings Bob Bly, Peter Bowerman, Steve Slaunwhite, Copyblogger’s Brian Clark and other pros together to share their secrets to copywriting success.
As you know, my own acclaimed program, The MARLOW Marketing Method™ for Copywriters, teaches copywriters how to build their business. However, my program is an intensive structured course similar to a university course; the Summit, on the other hand, is a gathering of copywriting experts who are there to share what’s worked for them in building their business.
No travel required. This online summit allows you to attend sessions, meet the experts and network with peers, all from the comfort of your home or office. This event is sure to sell out quickly.
Visit http://www.copywritingsummit.com/cm/ and get an immediate gift valued at $39 entitled “Writing Compelling Titles and Headlines (Luring Readers With a Few Well-Chosen Words).”
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“Average women an untapped group”
By Chris Marlow | September 19, 2008
“Average women an untapped group” — this according to an August 25, 2008 article in DMNews. For copywriters (and other marketers) who are looking for lucrative niches, women may be a niche that’s been right under our noses all the time.
A new study by Meredith Corp. has revealed the fact that there are two types of women buyers: “Alphas,” who are leaders and influence from the top down, and the newly discovered “Gammas,” who influence via sharing in social media formats. According to the article, this segment has inspired a small crop of new companies targeting the Gamma. I know at least two millionaire coaches (both women), who recently revamped their programs to service women only. Did they get their hands on some early research?
Writing for the women’s market — and knowing what their psychographics are — would be a good niche market for the new copywriter looking for a safe and lucrative market.
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Hot new niche for copywriters: the green industry
By Chris Marlow | August 30, 2008
Hot new niche for copywriters: the green industry! This has been coming for some time but now the marketing world is ready for copywriters who specialize in green marketing. Companies using green marketing are still so new at it that they don’t have metrics for it, but then sophisticated measurement has always been a weak spot among direct marketers.
“Green” has become the topic du jour across the board and is getting more and more space in the marketing trade mags. I’ve been watching and waiting and poking around in this niche for several years, and while the companies behind the green movement have been somewhat hostile to marketers, more mainstream coroporations are making green a priority, and that means the time is finally right for copywriters to enter this niche without fear of failure. Green is going mainstream and those who are not green are going to be the black sheep!
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Winner of Get Great Clients drawing: Bonnie Ayers Namkung
By Chris Marlow | August 23, 2008
Winner of the Get Great Clients newsletter drawing for designer and webmaster referrals is… (drumroll, please)… copywriter Bonnie Ayers Namkung!
I’ll be sending a copy of Russell Kern’s SURE-Fire Direct Response Marketing book, which is one of the most valuable books I’ve ever owned. (That, plus something “extra”!)
I want to thank you Bonnie — and my GGC other friends and colleagues who responded to my call for the names of talented and ethical designers and webmasters. It’s been weeks and I’m still processing the many referrals you’ve sent me. The ones who rise to the top will work with my copywriter students who need business identities developed and websites built.
To prove that we selected Bonnie’s name out of a hat by an impartial third party, I present you with Sailor, the Marketing Dog, who, as you can see, earns his keep around here. 
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Trend watch: copywriters with language skills needed
By Chris Marlow | August 18, 2008
Trend watch: It looks like copywriters with language skills will be increasingly needed among B2B marketers who target outside the U.S.
According to the August 1, 2008 BtoB trade mag, “more than half of B-to-B marketers are increasing their international budgets this year….” However, these same marketers are reporting challenges when it comes to entering new markets, website language barriers, and coordinating global efforts.
This could be a hot niche for the copywriter fluent in more than one language. A few years back I helped a copywriter located in Belgium to position himself as the copywriter who could “write once, read many.” The value was that he could write the package (or website) and then translate it too. I think he was fluent in three or four languages.
Closer to home, I once wrote a software package that was translated into German. That was a long time ago, and since then I’ve worked with companies in Fiji, Israel, the U.K., and Australia. Even in my coaching business I have copywriters in France, Switzerland, the U.K., Indonesia, and Australia.
And my Get Great Clients ezine has subscribers in over 30 countries! Evidence that the world is shrinking is everywhere, and the copywriter who knows more than one language fluently has an opportunity to take advantage of that market trend now.
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Are you an order taker or a problem solver?
By Chris Marlow | August 11, 2008
Are you an order taker or a problem solver? I show my coaching students how to build their business using case studies. Case studies are far more powerful in influencing quality prospects to become clients, than testimonials are. Don’t get me wrong. Testimonials are great, and you should endeavor to collect them.
But when you have a win, the most important thing you can do is collect the information on that win — response rates, ROI, achieved objectives, etc. — and write up a case study that follows the “problem, strategy, solution” format. This shows you to be a “thinker” — a problem solver. Clients consider problem solvers are far more valuable than “order takers.”
And don’t forget to give your case study an incredibly powerful headline. New statistics show that 95% of the power of any sales piece is in the headline, so show ‘em what you’ve got!
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I’m screening designers and we…
By Author | August 8, 2008
I’m screening designers and webmasters to find the right people for my coaching program; top candidates will become a part of the program.
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Niche news for copywriters: manufacturing marketers need you!
By Chris Marlow | August 7, 2008
Niche news for copywriters: manufacturing marketers need you!
According to a recent article in DMNEWS, the sleepy niche of manufacturing is getting a wakeup call.
After decades of business-as-usual, manufacturers are faced with increasing competition, rising costs, and an eroding customer base. According to the article, a key trend is that “industrial and manufacturing companies are stepping up their marketing in order to survive.”
The article also states that for long-term success, manufacturers are going to have to create excitement around their products and add personality to their campaigns. Find the article in DMNEWS, July 21, 2007, page 17. If you’re a copywriter looking for a safe and profitable niche (and one that is obviously heating up), this may be the niche for you!
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