Many of you have heard my story and how I startedmy business with a classified ad. But you probably don’t know how I made the move from marketing consultant to copywriter.
It’s not pretty. In fact, I’ve kept it underground until now.
Well, here’s how it all happened.
I started out as a marketing consultant out of desperation. I had enjoyed some success marketing my hairdressing salon (which nevertheless ended up failing due to poor cash-flow, staffing problems and inexperience) and had no money… so figured I’d place a classified ad on credit.
I received a handful of calls and was in business.
I figured everyone would love to know how to grow their business. And if I guided business owners to do it, they would just follow along, make money and everyone’s a winner.
Firstly, because I was running small classified ads without any follow up sales letters, etc. to qualify, I wasn’t really attracting qualified clients.
So while I may have convinced them to come on board, I was always in the position of advising my customers to do something.
I’d recommend a strategy and say – do that. A week later I would ask them if that job had been done. The answer was often no.
A week after that… the same story… and so on.
It goes without saying that it’s very difficult to build a level of proof in your business if hardly anyone follows through on what you say.
That’s the problem I found with marketing consulting. Some business owners did follow through on my recommendations, but most didn’t.
It’s the same problem with seminars and events across the board – getting people to apply new concepts and change their approach can be very, very difficult.
By chance, I found myself doing more and more copywriting. And I was getting some results such as this testimonial from Jim Howes from Australian Technical Cleaning…
“”Scott, I believe that conservatively, the advertisement you wrote will double my domestic turnover. It is attracting a better class clientele, in the 45 & over age group – the ones that don’t quibble over the price and just want a good job done. It’s not attracting the price shoppers. My conversion rate has also increased and I am getting a lot less price resistance. Thank You.””
But I continued to struggle and scrape by. I even took a job for a couple of weeks for another marketing company to get me by. That was until my wife saw an advertisement in the newspaper from Readers Digest offering a copywriting position. My wife – who has an amazing gut feeling and intuition about things – told me I MUST reply to that ad.
I reluctantly wrote a letter, met with their HR department and the copywriting manager, Janet Maddock, who later wrote this testimonial for me…
“”Over the years, I have seen hundreds of copywriters. Scott is without a doubt one of the best in Australia. He’s one of the rare breeds of classic, results oriented direct-mail copywriters that focuses on bringing the benefits off the page to elicit a response from his readers. His copywriting is such a joy to read, because it’s the sort of copy that gets a huge response. It goes straight to the heart of what the customer wants and delivers results – and huge profits for your clients.””
Janet Maddock, Promotions Manager, Readers Digest Australia, NSW
Now I was starting to gain some confidence. And in my experience, confidence is money in the bank. But I still had a fear about giving away marketing consulting and focusing on consulting.
Anyway, I phoned Brett McFall for some advice (who is an awesome and very generous guy) and told him about my experience. He thought I was better off working for myself, recommended I talk to a few people and also put me onto a copywriting course which gave me the foundation I needed to take my skills to the next level.
You can read all about this course here
It’s probably one of the most thorough programs you’re ever likely to come across. And if you are serious about writing copy for your business or becoming a copywriter yourself ( and potentially earning several hundred dollars an hour, like I do), I urge you to go and check it out.
Anyway, that’s the story of how I went from marketing consultant to copywriter. Interestingly enough, as soon as I made that decision I had a 7-week run where I made about four times my average income I was making at the time.
Needless to say, I’ve never looked back 😉
All for now,
P.S. If you’d like to see what copywriting can do for your business… or just how much you can help clients as a consultant, head over here … and check out some of the success stories.
Thanks for all your emails of support yesterday. My inbox was literally swamped with feedback and words of encouragement following my last email.
And you’ll be pleased to know I’ve GOT MY MOJO BACK.
Amazing what a few kind words and actually becoming aware of what was underneath my dissatisfaction.
In the past, I’ve been guilty of sitting in my misery and using food, television and even workaholism to avoid facing things.
It seems the rest of Australia is doing much the same.
In fact, I read in the newspaper on the weekend that there are some businesses which are thriving in today’s
Pizza… Beer… Fast Food… Gambling!
And I noticed there was a common denominator between all four of them. They all make us feel good in the short term. But in most cases… really BAD in the long term.
In any case, they certainly don’t solve the problem.
In order to solve our problems, we need to do a bit of self analysis and identify what’s holding us back.
I think it’s fair to say that it’s often our attitude.
Perhaps it’s the way we perceive money. The limits we put on ourselves. The fact we’re seeking to get rich too fast and not do all the groundwork that’s required. Or perhaps we don’t truly believe in ourselves.
It’s really a combination of psychology and strategy. Mindset and knowledge
I have watched and serviced hundreds of business owners over the years and found the ones that succeed have a positive and optimistic mindset.
You don’t need to pay money for that. You just need to make a decision.
But when you combine this with the strategies you’ll learn here and give yourself the leverage you need to say goodbye to money worries as well as the comfort which comes from pigging out on pizza, beer and fast food.
All for now,
P.S. Follow my crazy life and get a bundle of useful tips, ideas, quotes and strategies here
Copywriting That SELLS
Suite 21, Seabridge House
377 Kent Street
Sydney NSW 2000
My little boy was watching some kids channel the other
night at his ya-ya’s (that’s greek for grandma’s) and
then a little story came on about the 3 little piggies.
Not sure if you’re familiar with that story but in case
you need a refresher it goes like this:
The big bad wolf threatens to blow the first house down. It
is made of sticks. He blows it down.
The first pig runs to the house made of sticks. And he
blows that one down too. Then both pigs run to the brick
house, but he cannot blow that one down and tries to
climb in through the chimney.
He lands in a pot of boiling water and calls out for
mercy. The pigs let him out and he never bothers
So why am I telling you this story?
Because I think it’s quite metaphorical from a
The Big Bad Wolf is all those bad things which can
crush your business… the economy… a big competitor
moving in next door… etc.
And the reason why so many businesses are affected by
this is because their houses are made of straw or
They don’t have customer generating strategies in place.
Their customer service is weak. They don’t know how to
convert leads. They don’t know how to get new leads
and so on.
And sometimes the wolf blows their house down.
So how do you go from a house of straw or sticks to a
house of bricks?
Marketing systems. That’s how.
In fact, that’s the most valuable thing you’ve got – your
ability to write sizzling ads and sales letters which make
the phone ring such as what you’ll learn at http://www.copywritingthatsells.com.au/cashflow
Or having over a dozen customer generating strategies at
your fingertips such as what you’ll uncover at
Nothing will turn your business from sticks to bricks faster
than knowing how to get new customers. Don’t you agree?
If you disagree, please fire back a few thoughts and tell
me why I’m wrong and we can debate it in an upcoming email.
All for now,