The Reason Some Marketers Will Never Win

Montello Marketing · **The Reason Some Marketers Will Never Win -** 11-20-2007, 12:12 PM

Planning.

Okay, it's really that simple.

Sure, you plan your products... plan your JV partners... plan your bonuses. You even plan, well in advance how you'll spend the money you imagine you'll earn.

Then...

A week or 2 before your launch you begin looking for a copywriter to write your sales letter.

I can't tell you how many times I've been approached to write a sales letter THIS week.

The one dead honest fact is...

A good copywriter is booked in advance. A GREAT copywriter is booked FAR in advance. Heck... the first opening I have is April 08.

I can't tell you how many marketers have approached me in the last couple months looking for a letter by Halloween, or Thanksgiving.

They go on to explain that they've been writing the book, making the videos, making deals with partners since summer, and now they're ready to go.

Come on... you couldn't give copywriting a thought until now? Seriously... one of the most important tools that will help you stuff money into your pocket, and you couldn't give it a moment until 2 weeks before launch?

Because of this, I've had to pass 8 letters to other copywriters in the last 5 months alone.

Now there's something marketers need to understand. A copywriter who can start today... or even next week... isn't in demand. And he/she's not in demand because they're probably not making money for clients.

You guys know better than I do that when a copywriter makes 6 figures in a day or 2, for a few marketers, that copywriter's name gets around. Then their schedule fills up right quick.

You want one of these "greats" and you have to wait.

I don't say this for me. I'm busy. I will remain busy. I don't need the extra work. Heck... the overflow guys I use are pretty damn good too... Even they're filling up quickly these days. I'm not saying this for me or them... I'm saying it to help you.

If you want to invest in a great copywriter who is known for high response copy... PLAN IN ADVANCE! Book a slot from him/her... months away. You'll not only have piece of mind that you've got a winning writer in your pocket... but you won't be left in the 11th hour settling for just another writer who ends up costing you money, instead of making you money.

The added benefit of hiring a copywriter/marketing consultant early is the consulting part. You can actually get some professional feedback early in your process, to make your product even better.

So remember... You want to win the marketing game... PLAN WELL... AND PLAN EARLY.

Before my copywriting friends protest what I'm saying, let me explain that sure... things happen in life and even great copywriters have holes that suddenly open in their schedules. There is sometimes a chance to get a great writer next week... or next month. But are you willing to pin your next big launch on the hopes that MAYBE someone good will be available?

If so... then you're just not as serious about marketing as you think you are.

Mike Humphreys · 01:20 PM

Great advice Vin.

Another point I'll add is that many top-quality copywriters have a rush clause where you are asking them to write the copy in short notice, that you'll pay 50% or more on top of their normal asking fee.

So save a few bucks and your copywriter from pulling their hair out by planning ahead.

Mike

Montello Marketing · **Re: The Reason Some Marketers Will Never Win -** 11-20-2007, 12:23 PM

I'll be honest with you Mike. I have a client who offers me triple my fees for a letter if I push him to the head of the list... still I won't.

They need to learn priorities. In the end it's for their own good.

rezbi · **Re: The Reason Some Marketers Will Never Win -** 11-20-2007, 01:00 PM

Absolutely agree.

The less time I have, the more I cost.

I'm nowhere near the top of the league, yet, but even I will not take on any work with less than at least two months.

Even if I'm offered $25,000+

I'm just too busy.

Chris Haddad · **Re: The Reason Some Marketers Will Never Win -** 11-20-2007, 01:07 PM

Amen, brother.

And do you really walk around with one of those bluetooth headsets in your ear? Sheesh, Vin.

Montello Marketing · **Re: The Reason Some Marketers Will Never Win -** 11-20-2007, 01:10 PM

I don't wear it. It's been surgicaly implanted.

Yancey Foster · **Re: The Reason Some Marketers Will Never Win -** 11-20-2007, 01:15 PM

Good...Fast...Cheap.

Pick two.

(And Vin, you look more like a Simpson than a Montello

.)

Nebulousx · 01:25 PM

Quote:

Originally Posted by Chris Haddad

And do you really walk around with one of those bluetooth headsets in your ear? Sheesh, Vin.

BlueTooth, are you kidding me? Vin's cell phone is so old:

It's on a party line...

I'm not saying it's old technology but it's got a crank on the side...

He had to teach me how to dial it because I was born after rotary phones died out...

I asked him if he could surf on his phone and he says, "I'm not sure, it's big enough but not flat enough on bottom"

SuzanneR · **Re: The Reason Some Marketers Will Never Win -** 11-20-2007, 01:19 PM

I agree with this whole argument and I have a question along these lines.

I just got a query from a catalog direct mailer who would be wanting me in the Spring.

This was just query so I wasn't trying to close a sale or anything.

But...I only plan on working on one or two projects at a time (for my own sanity)...so how do I get this direct mailer to book me ahead of time?

If I do my marketing right...I plan on being busy by Spring. So I won't be sitting around waiting for this project.

The thing is, catalog mailers typically don't pay in advance.

So...how can I leverage this and get this company to commit?

Montello Marketing · **Re: The Reason Some Marketers Will Never Win -** 11-20-2007, 01:23 PM

Can't.

The only thing that can lock someone into your schedule is money.

You could try to go the contract route, with a clause that says they owe you x amount if they cancel. But good luck collecting on that!

Need money in advance. I get half immediately to lock into my schedule. the other half before I type a word.