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

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).

Often times we’re so caught up with what’s going on in the world today, that we miss out on what we’ve really done. What we’ve really accomplished.  And I think we should take a moment and get drunk celebrate.  Don’t you?

For me, one year ago today is when I took on my first “real” Copywriting client (despite counting the previous 15 YEARS I was “writing copy” without even knowing it).  Fully stepping into my role as a “The Kick Ass Copywriter” it’s fun to look back and see how it all started without any loans.  Investing any real money (debt).  And how scared shitless I was rapidly it took off without knowing how the frig to run any kind of business like this.

Looking Forward

For me, I love to do that by understanding how I can save more time.  Add more value.  And make more fashizzle of an impact on businesses like yours.  To the point that if I were to build and sell one of the following three products, I was hoping to see which you would most likely buy through your feedback here, and submitting your vote (it’ll only take a few seconds).

Once done, I hope to bribe you with know more about what you really want – versus what you don’t. Just like this blog, if a TON of people want it, it continues.  If not, it doesn’t.

So did you have a chance to think about where you were (one year ago today)?  I was…

Testing It All

Seeing if anyone would hire me for my “kick ass copywriting” abilities, I posted something on my last blog and an individual took me up on it.

Then I just asked that person why they hired me.  What made me different than everyone else.  And looked at the type of person they were (sex, age, occupation)… using it to search for more people just like them to hire me.

I Was Networking

Finding meetups to meet people who needed my kind of service – NEVER meeting with other people who did what I do.  I still don’t.

Looking At Myself As A Business (NOT A “Freelancer”)

Being someone who’s sensitive to certain words, I always look at the word “freelancer” as someone jumping around from job-to-job looking to sign up on another crowd sourced website competing for bullshit slave wages and…

Need I say more?

Getting An Attitude

I realized that wasn’t good, nor was it getting me business – in fact it hurt a ton of previous business relationships I had (slowly killing me).  So I went back to the basics of what my original mentor had told me (and what worked for me).

“Be the kind of person other people want to be around.”

Probably costing me about $20,000 in lost sales just this past year, that’s hasn’t happened in about 3 or 4 months – as I’m sure you’ve seen.

Focusing On What Was Working For Me (Versus What Wasn’t)

If you can’t already tell, at this very moment I’m not too concerned with “building an online audience.”

Why?

It does’t necessarily excite me as much as talking to you in person (or over the phone).  It doesn’t always play to my strengths (blogging).  And it doesn’t work as well for me – as it does for others.  Will it change?

I’m still trying to decide.

Ditching Unsupportive People

I’m talking about blood relatives.  People whom I had to always convince that what I was doing was “good enough” (besides the “you need a good job with great benefits and a 401k” BS of yesteryear).  Now I don’t convince anyone anymore.  I just do what I do, because I have to.

Sounds like a great line for a song, huh?

“I just do what I do, cause I have to.”

Stepping Into The Business Side

Being the LAST person on the planet to enjoy running the “business side” of things (sales, contracts, etc)… you know anything that has to do outside of actually writing copy, I didn’t like, but had to embrace.

Realizing that 30% of my business is actually getting paid to write copy, I’ve really learned to enjoy it. To enjoy the marketing. Enjoy the meetups.  Enjoy working with an eclectic bunch of businesses from all walks of life (in every aspect of the world). And enjoy building meaningful relationships with other people like you, who actually care about their business.

Charging Less Than I Was Worth

It was a great learning experience though, and perhaps the greatest mental challenge I’ve had to overcome.  But now, I’ve really come to find a real comfort in what I charge.  Increasing my rate 4 or 5 times over the last year to something that currently suits me a lot more (for the kind of service I’m used to providing)…

I’ve always come to deliver 2 to 3 times more value that what I charge – and believe I have always done so.

Realizing that the level of people that can now afford my service are the people whom I like to work with most, the opposite of that is also true.  The less you charge, the more shady people you’ll work with.  And fortunately for me, I have only dealt with one “shady” character so far.

Overcoming The Hardest Time Of My Life

Kelly, my girlfriend of the last four years was back in California paying off the last of her debt (Bailey – our Corgi was there too).  I was in a new place.  Knew no one.  And couldn’t get any real employer to hire me.

Looking back, I now understood how that had to happen.  Otherwise nothing would’ve.

Strange, huh?

So that’s just bit about where I was – a year ago today.  You?

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 thekickasscopywriter.com 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 help businesses stand out from the noise – not just add to it.

Inundated with the same ole super-hero entrepreneur that’s got it all figured out.  That seems to have everything in place.  That seems to have so many “friends” on Twitter.  Facebook. And now “Google +1″ I don’t know about you, but I sometimes don’t know who to believe anymore…

And what’s even a “great opportunity” for us.

My mind often wondering, “Is this just some highly inflated BS they’re trying to sell me or do they really care,” I feel like our brain is just shutting down from a constant overwhelm of too many people doing the same ole shit stuff.

So how do we know what’ss the right thing for us (and our business)?  And are we starting to disbelieve just about anything and everything people tell us because there’s just too many things vying for our attention these days?

I think so.

Because let’s face it, there’s more people going from “working a job” to starting a business.  More people unable to “find a job,” so they start a business.  And more people THINKING that having a “great idea” is going to give them business that, it’s getting pretty overwhelming.

Pretty overwhelming to the point that I really believe it’s time to get back to the basics.  And start simplifying things in our lives again.

So what do we do?

We join another program, pay another “coach,” or follow another “guru” that seems to have “the answer”…

Realizing “the answer” they have only works for them.  Not us.

Why?

We’re not them.  We’re us silly.

So after a few months of either sitting or pitching that “great idea” to everyone and their mom the world, we finally start to realize it’s not as easy as it sounds.  Trying to do whatever it takes to get someone to buy into our “great idea.”  Our service.  Or our product. It can get incredibly frustrating to get things working like we want.

Why?

Because there’s much more to it than just having a great idea.  

There’s more competition.  And now more than ever, there seems to be a huge increase in noise distraction on trying to sell someone on how much better our product or service is over everyone else’s, that it’s hard to know who to believe (even if someone really is telling the truth).  I mean how do you know?

Coming up on my first year of running my own profitable and 100% debt free business (July 13, 2010 I actually took on my the first paying client)…

I’ve had the pleasure of (hopefully) helping hundreds of businesses per month through this blog.  Close to two dozen completely different business owners, through my “kick ass” copywriting service. And meeting hundreds of entrepreneurs and small business owners around the globe in various meetups/networking events that it’s time to do bit of reflection in helping businesses, “Simplify their great ideas, into creatively effective words that sell (without the unsell).”

Has it been fun?

Absolutely!

But it’s also a lot of work.  A TON of losing big money from saying stupid shit learning.  Growing pains.  And mental breakthroughs I’ve had to overcome just about everything single morning I wake up, that I feel like it’s time for us to sit back and look over the year.  Over where we want to go.  And how we want to help more businesses and inidviduals out there get away from adding to the “Blah Blah Blah.”

Don’t you?

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 thekickasscopywriter.com 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 help businesses stand out from the noise – not just add to it.

And that’s my fault.  I take full 100% responsibility for that.  And I deeply apologize if it’s kinda sold you (more than maybe helped you).

So from this point forward, I promise to make it up to you.  How?

By upping my game.  Up yours (sorry I had to steal that from a subscriber)!  :)

Here’s how…

I recently asked everyone on this newsletter/blog what everyone really wants from me.  If you haven’t already told me and it’s something you want me to cover, it’s pretty easy.  All you have to do is click here and leave as much detail for me as you like in the comments section.  And that’s it.

Deal?

Although the primary focus is helping small businesses write “kick ass” copy, I’d be happy to include anything else you like (and feel is important to share with the rest of my subscribers).

I also just signed up for something called, “The Hustle Project” about a week ago and realized, “You know what?”  I need to get back on my game (and I can’t let my current newsletter and blog subscribers suffer, just because I’ve been focusing on client work)!

In short, “The Hustle Project” just showed me exactly how important it is to get back on top and start “hustling” again.

Especially the online game!

Now if you remember back from when I did the “Go Renegade Or Go Broke Telesummit” I was part of a $600/month mastermind group.  The only thing is, it didn’t resonate with my core being, in that I made a pact to myself.  My girlfriend. And even our Corgi Bailey to NOT EVER go back into credit card debt again – no matter what the reason is.

And unfortunately the old program I was involved in, didn’t get this.  However, the new program does (which I can’t tell you how excited I am to be a part of).

Not only that, as some people might remember, I know Adam Baker from my personal journey to abolish and live a 100% debt free life and business (the person putting this project together with Corbett Barr), and they’re the real deal!

As a matter of fact, I listened to the first call (and bonus videos you get for signing up), and Adam pretty much explained to a “T” exactly how I started “The Kick Ass Copywriter” as my first profitable and 100% debt free business almost a year ago (without ever looking back).

What’s more about this program is that I already met some great people I’m going to be doing “guest posts” for.  People that have thousands upon thousands of people on their blog - not to mention how many great entrepreneurial people that I’ve already met that are on a similar path.  :)

I also feel 100% respected. Trust what they have to say as highly valuable content to help take my business to the next level.  And not only that, it has a 30-day trial and money back guarantee – which hardly even breaks my bank account for being in a program like this.

Not only that, I already learned a ton from them (just from the few calls I was already on).

So anywho, I don’t want to go much more into that, because we’ve got a lot of  things to talk about in this newsletter/blog series.  But if you want, here’s the link to find out more about “The Hustle Project” and how you can sign up for it.

Now let’s get back to my original idea of ROCKING YOUR COPY!

This is part 1 of 4, and each one will be highly valuable and important for you to understand and do in your business (online or not).

Step 1 – You really need to know what you’re going to do to stand out from the noise.

Meaning this.  You have got to get our attention.

And I do not mean shaving your head and wearing a green mohawk.  I mean, you have to have to have some kind of short, catchy, witty headlines that make us curious enough to want and know more.  Not only that, it has to be in line with who your audience is.

So what’s the best way to do that?

Ask yourself, “Who’s my ideal client?  The person that loves me the most?”

Now you have to start asking yourself things like, “What kinds of tv shows do they watch?  What kind of magazines do they read?  What kinds of stores or brands do they visit.”  Then just really look at how they’re being sold (or advertised to), and more importantly…

See what get’s your attention.

For instance, if you market is fashion conscious professional women ages 30-65, you might want to find magazines like Marie Claire.  Magazines maybe like Allure.  Cosmopolitan.  Vogue.  Oprah’s magazine “O.”

Now…  and this is really important…

Start to pay attention to the things that steal your attention. Seriously.  You’ll start to see a pattern for what get’s your attention. Now ask yourself, “Why did it get my attention?  Why did that headline pop up for me?” More importantly, you’ll start to see each headline will have a few things in common.

They peak your curiosity.  They’re sometimes vague (forcing you to want to read more).  Maybe some are written in a way that gets you to say to yourself, “Wow… that was pretty amazing.”  And guess what?

That transfers into what you need to do online with your web site.  Blog.  Or whatever it is you’re offering or selling.  Does that make sense?

Then, you can do like I do.  Bookmark the site.  Add an extra folder to your email that say’s “kick ass emails that stole my attention.”  Or even go as far to get a manilla folder and start ripping out ads in all the magazines you love that… again… got or stole your attention.

But it can’t stop there.  Next is…

Step 2 – You have to create some kind of rapport with your audience.

This is what was hard for me first starting out (and especially a challenge if you’re really passionate or love what you do). The reason I say that, is because we can sometimes scare the crap out of people.  Seriously.  LOL!

Here’s what I mean…

I was recently talking to a potential new client who’s doing really well on the local news circuit.  So I visited her website, and saw a number of great videos there (that were quite moving).  In short, she a very powerful life coach that helps families and kids deal with bullies.  Pretty amazing, huh?

As I told her, I was really moved – to the point where I could feel what she was saying.  More importantly I could feel how important this mission was (to her).

The only thing is, when you’re really passionate about something, it can sometimes comes off as preaching to people.

And no one wants to be preached to.  So how you stop that, is by taking yourself out of the picture and putting yourself completely in your prospects shoes.

So for instance, if I’m a “life coach” without understanding how important getting rapport is…  You might go to their web site and read something like:

“Change your life.  Change your attitude.  You deserve to be the success…”

Ughh… honestly, I don’t think I can write anymore than that – but I’m SURE you get my point.  Right?  However, that’s not because they’re not any good at what they do.  It’s because they’re telling us about themselves – and we don’t care. We don’t care about them.  Why?

Because I have a problem, and I’m hoping you can help me through it.  Like… now!

Now here’s the difference in what I mean.  This is what happens if you write copy that put’s yourself in your prospects shoes (which I’ll just kinda do on the fly).

Listen… I know there’s a ton of coaches out there.  And quite frankly it can be pretty overwhelming to try and find the right one that both understands who you really are.  What you really want.  And isn’t so over-the-top spiritual that it practically scares the crap out of you with a barrage of:

*False promises.

*Get-rich-quick schemes and…

*False claims on how much they may (and I’m putting that lightly), change just about everything that isn’t right with your life.

Ok… So does that kind of make sense?  Do you see how different it is when you start writing from your prospective customer’s shoes (at first)?

But here’s the thing, that’s not enough either.  You’ll need one more piece for now…

Step 3 – A way to tell us where to go.  What to do.

If you haven’t already seen the new changes to my blog’s “About Page” I think it’ll be very important for you to check out – as you’ll also discover on the main page of the site (a new signup bar).

Basically, what I’m saying is this.  You need what we call in this industry a “call to action.”  It can be as easy as asking someone to sign up to a newsletter.  Give you a call.  Or putting a signup button on every single page of your web site. Whatever it is make it clear.

And get us to move.

So does this help?  Do you have any questions?  Any thoughts?  If so, please feel free to share your thoughts in the comments section of this blog.

Besides that, if you haven’t already done so, you can signup for free UNnoisy updates and get a chance to win a 30 Minute Strategic Copy Review Session (monthly drawing).  Receive special “newsletter-only” sales, events and… learn the inside secret to why Bailey’s paws smell like Tostitos (HINT: I’m just as fascinated as you are). LOL!  :)

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Before starting thekickasscopywriter.com as a debt free profitable business, I (Jared Matthew Kessler) released 5 albums of music. A book. And 3 eBooks. Switching gears to help other businesses like yours thrive, I simplify crazy ideas into words that sell (without the UNsell).

**Oh and any typos or grammatical errors are “my personal gift to you” – as I purposely do that to see if you’re paying attention.**