However, there’s one individual has been instrumental in my growth the past few years, that in return, I think could really help you and your business get even better results, besides hiring someone like me. Another Copywriter. Or trying to find the best “writer” for the least amount of money that you barely know or trust – that pawns themselves off as a true “Copywriter.”

It’s you.

You’re the one who knows the most about your business. The most about what you like or don’t like. And the most about whether or not something is “you” (real) or “not you” (unreal).

So get ready to put the trust in your own hands. Your work. And knowing how to take what you do and correctly tweak, adapt and mold it over time (without having to pay someone like me over and over again – that I would certainly love to do but could get very expensive).

It’s time to trust your own writing skills even if you can’t write or don’t feel as if you’re any good.

That’s why I wanted to recommend taking my friend Matthew’s course. It’s what he calls, “The Weekend Website.” But here’s the thing…

Instead of giving you some random link over to his sales page. Or telling you how great his program is…

How about I just let you contact him yourself?

His email is matthew@corporaterenegade.com and because Matthew’s such a great friend, please make sure you told him I sent you over to learn more about signing up for his “Weekend Website” course. In it, Matthew teaches a lot of vital information on how to write copy for your website that he doesn’t just do for his clients, but actually does for himself (recently earning more than a 100% increase in business – just this past YEAR).

No joke!

If there’s anyone I know and trust as not just a great friend, but a TRUE mentor, it’s Matthew. So don’t wait! Signup is limited and I honestly don’t know of any other course I would truly recommend like this.

QUESTION: Looking to both entertain and educate your next group or audience? Find out more about hiring me to speak at your next event.

Thanks for a great workshop, Jared! It was really helpful to have you share with us some of the basic principles behind good writing. Of course we will never be the amazingly creative copywriter that you are!

Also, appreciated you looking at our website and sending some of your pearls of wisdom our way!

-Kelli Lee, Business Owner/Event Attendee

The print ad is located in my gym and most importantly, they know exactly who their talking to – which also means…

It doesn’t work anywhere else. And it doesn’t work for anyone else (a great thing).

If you’re talking to everyone, you’re essentially talking to no-one.

This is why the Gap owns Old Navy & Banana Republic. They’re 3 different brands with 3 completely different sets of audiences. Being relevant to each, is communicating differently to each group of people and it’s something you must do and understand. Being “relevant” to the individuals you’re communicating to - describing the benefits your audience is going to get with what you’re selling.

Remember… it’s not about your company, product or service. It’s about how this is going to benefit ME, and the kind of individual I am. 

It’s the difference between hiring a writer or doing something yourself that says:

We’ve been making amazing widgets for over 100 years and are the premiere widget maker in Swahatcheemama River, UT.

And hiring a professional Copywriter that would scrap that, understand everything about your business and instead writing something like:

You make houses. You’re picky about the materials you use, and so are we! Making more than just widgets that helps you get more work done in less time, we help you make a better house, and feel proud about the craftsmanship that goes into it.

See the difference?

QUESTION: Looking to both entertain and educate your next group or audience? Find out more about hiring me to speak at your next event.

Thanks for a great workshop, Jared! It was really helpful to have you share with us some of the basic principles behind good writing. Of course we will never be the amazingly creative copywriter that you are!

Also, appreciated you looking at our website and sending some of your pearls of wisdom our way!

-Kelli Lee, Business Owner/Event Attendee

Thinking back to when my own mentor kept driving the importance of “being good to yourself” – which I know sounds ridiculously cheesy to some – I now realize how important it’s been to do that.

So I wanted to help.

Here’s a free gift from me to you called, “Rock Your Goals: 7 Steps To Kicking Ass In 2012.”

I hope you like it.

It’s my gift to you this holiday season that yes, you should “be good to everyone.” But most importantly, you need to start being good to you!

So thanks for being a part of my life in 2011, and helping to shape the future of my life in 2012. Have an amazing holiday, and keeping kicking MAJOR ass!

From small to mega-size businesses and ad firms, I (Jared Matthew Kessler) have taken on a wide variety of copywriting projects that encompass just about everything in my field. Simplifying great ideas into words that sell, I help businesses stand out from the noise (not just add to it).

Although it’s been close to a month since I’ve written any new blogs, so much has happened (besides turning 37 the end of October), that I thought you’d like to know.

For one, it’s been over 2 months now since I’ve been writing copy for what some might call a “big time” ad firm here (in Seattle). Although I thought it would be a few days and one assignment, I’ve been writing copy for over a dozen different projects – for their client – that goes out to tens of thousands of people (and soon millions around the world).

Although I’m not sure where things will lead, I’ve been happy to say that I’ve done every kind of copywriting project known to man there – so far writing copy for their clients newsletters, direct mail, a new world-wide campaign and…

Since discovering copywriting a number of years ago, this is probably the happiest and most challenged I’ve been. With that said, I’ve learned a few things that have helped me to work with them as long as I have, that I thought I would share before you go and “occupy” the holiday.

It’s little nuggets of inspiration that I feel may help you (or your business along) coming into the new year.

1. Be indispensible – Since day one I’ve always hit a deadline. Delivered things early. And kept on top of every project always instilling confidence in the project managers and account representatives there that I’ll always make things happen.
2. Show you’re interested – Although I started off on a REALLY small project that barely involved copywriting (took only about a week and a half)… the studio manager that got me in there and wanted to work with me, brought me over to “creative,” (as one of the two copywriters in that office), and I’ve been there since. My belief is that I’ve always showed an interest and let it be known to everyone there how much I love doing what I do and being in that kind of creative atmosphere.
3. Be creative but be human – There’s this thing out there called, “socially awkward.” I talked with a friend of mine Ralph who’s an author, copywriter and creative director at a boutique agency here in Seattle. Ralph’s business has been taking off these past two years and he recently hired his first “full time” designer. When we talked the other day about it, he had the option to hire this one designer that’s been doing amazing work for them as a contractor. But Ralph had basically said the reason why he didn’t hire him (even though he’s SUPER talented), was because he was just “too socially awkward.”
4. Develop relationship with non-decision makers – Let’s face it, theres a secretary like Joan in the series “Madmen,” that pretty much (secretly) runs the show. Sure you can “kiss the bosses ass,” or try and rely on just the great work you put out, but if Joan doesn’t like you, it doesn’t really mean much. Does it?
5. Don’t take on more work – Working at this ad firm, is basically 40 hours a week. When I started I was trying to finish up two clients projects and since then, probably turned down about 5 other projects only because I knew I’d have to put everything into this one opportunity. Not only that, financially, I didn’t need to take on anything else at this time. Emotionally, I also wanted some time off for myself.

So I guess that’s it. If you haven’t already done so, you might want to check out the new speaking section on “The Kick Ass Copywriter” (TKAC). For those who need a HIGHLY passionate, entertaining and informative speaker for their next group, seminar or live event… I think you’ll enjoy what I have to say.

Until next time, have a great holiday and keep kicking ASS!

From small to mega-size businesses and ad firms, I’ve taken on a wide variety of copywriting projects that encompass just about everything in my field. Simplifying great ideas into words that sell, I help businesses stand out from the noise (not just add to it).

Why?

Take into account how much smarter we are. How much junk mail we get. How many email newsletters we’re on and… now ask yourself again, “Why Should Someone Read This?”

To be honest with you, most won’t.

In fact probably about 85% of the people you try to reach won’t take the time to read what you write (and that’s actually pretty good).  So why spend time advertising? Blogging? And/or trying to persuade people to buy what you sell through your words?

Let me explain it like this.

Ever see those people on the street (they’re in most major cities – at least there’s a lot in Seattle). They extend their arm. Pretend to be your “friend” in the hopes of giving them money to help out some kind of great cause? I don’t know about you, but at least for me, they make my skin crawl because I know exactly what they’re trying to do. Trying to be my “friend” in a few minutes as possible just so I can give them money to help out God knows what and…

It’s probably the same reason you don’t stop to give them any money, huh?

You didn’t give them permission – as Seth Godin might say. Did you? Yet they keep trying day-after-day to get you to talk to them in the hopes you’ll give them a credit card to help some organization you know very little about and…

What’s my point with all of this?

We all have our own reasons as of why we read things, but we’re really not at all that different.

You want to talk about you. You want to save time. You want something that’ll help you in some way improve your life. And you don’t want to be sold. You want to be helped. But there’s a fine line between helping and selling someone on paying money to get that help.

Right?

So whenever you start writing copy to persuade someone to read, buy or get someone to take out their cold hard cash for you… ask yourself, “Why should someone read this?” Then write from there. Remember, we all have reasons for doing things. Here’s a few (in no particular order):

1. Some are bored – let’s face it.
2. Others just want to hire you cause you’re hot – it’s make their boyfriend/girlfriend jealous.
3. Some just think it’l be cool to have you on their side.
4. Others are lazy, and would rather pay you to do what they don’t have time for because it’ll save them the headache of having to find out things themselves.
5. Also because you might be brilliant at what you do.
6. Because you understand what they’re going through – you’ve been in their shoes.
7. Because they want to be part of your group (and want what you have).
8. Because they trust you to do what you say you can do.
9. Because you can do what no one else can do.
10. Because you make them feel special.
11. Because you solve their problem a lot faster than anyone else can.
12. Because in their eyes “it’s worth it.”

Ok. So I’m sure you get my point with just a few random samples – which I’m sure you can add a lot more to.  In short, whatever someone’s case might be in buying what you’re trying to sell, try to find out all the reason’s someone would read the copy you write. Otherwise, it’s just noise.

QUESTION: Do you love your business, but know you shouldn’t be the one writing for it?  Or perhaps you may even feel you could ruin the reputation you’ve spent so long in building?  Heck… maybe you’re just way too embarrassed to even share it with anyone because you know deep down inside that whatever you write, doesn’t accurately represent who you are and what your business is really about.

Before starting “The Kick Ass Copywriter” as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help simplify great ideas into words that sell, I turned away more business than I decided to take on because what I do really works.