Guest Post – Lorrie Morgan Ferrero… Copywriter (and Creative Consultant) Survival Guide

Lorrie_Morgan-FerreroDo you know Lorrie Morgan-Ferrero? If not, you should. I’ve been following Lorrie for, probably, ten years, and she consistently has shown that she has the knowledge and experience to lead people through a maze of words and turn them into exciting, practical, productive copy. You should get to know her and learn from her. By all means explore her web site, Red Hot Copy.

In the meantime, here is an article that appeared in her regular newsletter:

Copywriter (and Creative Consultant) Survival Guide

By Lorrie Morgan-Ferrero, Expert Copywriting Strategist

Dear Fellow Creative,

You are not like regular people. I’m being frank with you right out of the gate because sometimes, like me, you probably think that you are. You’re not. Embrace that concept now and you’ll be happier for the rest of your life.

However, instead of assuming we have the exact same understanding, I’ll just share mine with you, then you see if you relate or not, k? If you’re like me:

You don’t fit neatly into a personality schema (cuz you’re awesome)

You have difficulty setting boundaries with others (especially clients)

Your creative juices are tied to your emotions (you sensitive artist, you)

Any of those qualities resonate with you? If so, keep reading. You’re going to love these tips I’ve learned at Hard Knocks University!

Learn Your Craft

There IS a formula to writing copy, but writing copy is similar to driving. First you experience cars as a passenger, but don’t drive them. When it comes to copy, often your first experience is as a consumer who reads copy to make a buying decision. When you’re ready to actually drive a car or write copy, you need some training to understand the concepts. It’s pretty doubtful you’ll be ready for NASCAR right out of the gate, just like it’s rare that your copy will be Hall of Fame level without practice. Naturally the more you practice anything, including copy, the better your marketing (and sales) will be.

Rest Test

Give yourself 24 hours minimum (preferably more) between writing and editing. Emergency cases still require at least an hour in between writing and delivery. Pushing it beyond that greatly increases the chances of error. Creating copy uses different parts of the brain than editing. When you are in a creative space, stay there. When you are in an editing space, stay there. Do not mix the two activities, or you’ll end up with disjointed copy while smothering your personal creative juices.

Keep Regular Hours

When you’re in the groove and the words are flowing, it’s tough to make yourself stop writing. But what happens when you keep regular hours is you train your brain to live in an “all or nothing” space. If there is space between writing and rejuvenation you’re much more likely to allow brilliance in your work. Also some of your best ideas come rushing in when you get away from your work.

No Copy By Committee

When you are hired as a professional copywriter, you have a very specific job to do. If you’ve done your training, practiced, and are solid in your skill set, any client you agree to work with should respect what you bring to the table. Here’s how it works. In the beginning, you, as the copywriter, do deep target market research. There is collaboration. You take your knowledge and skill then go create magic. When you turn in your masterpiece to the client, there will undoubtedly be notes and editing. No problem. However you should make it clear there is a single point person who you will share creative input with. Otherwise you get a roomful of voices with different opinions. You won’t please any of them, and you’ll be a hot mess.

Balance It, BABY

You are no good to anyone if you don’t take care of your physical and emotional needs. Just because you’re on a deadline is no excuse for you to neglect your most important tool – YOU! I ended up hospitalized a few years ago for trying to please a client. I worked 16+ hour days with no days off. I didn’t exercise or eat right. My anxiety levels for personally wanting to do a great job were off the charts. And how did he thank me…by firing me while I was still in the hospital. (By the way, that was my first and only firing.) Huge wake up call to take care of yourself first or nothing else can happen.

Trust me, after 13 years in this industry what I’m telling you can make or break your sanity (and your bank account). I recommend that you print this article out as a reminder to protect your craft and confidence when you work with clients…or even if you’re your own client. Add your own tips. I’d love for you to share them in the comment section below!

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ABOUT LORRIE: Award-winning marketer, world-renowned copywriter and creator of “The She Factor”, Lorrie Morgan-Ferrero of Red Hot Copy has a reputation as the top female copywriter in the info-marketing industry. Lorrie is dedicated to teaching the world it is possible to shift from the hype-filled sales to a more modern version …marketing written with authenticity, trust, and rapport.

Copywriting Strategist Lorrie Morgan-Ferrero publishes the award-winning Copywriting TNT weekly ezine with 33,000+ subscribers. If you’re ready to jump-start your business, make more money, and have more fun in your small business, get your FREE tips now at http://tinyurl.com/copywriting-TNT




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