Catching a whale with my hands

by
2Legit2Quit
Profile picture of 2Legit2Quit
Posts: Threads: Thanks: Account age: less than a second
7 replies
I just reviewed the top 50 direct mailers list (The Top 50 Direct Mailers by Campaigns Received in 2014 : Page 1 of 2 : Target Marketing).

Predominantly finance related (where my interest lies).

How do you go about approaching these companies to land freelance copy writing gigs?

I am just starting (because I was just born) copy writing, and feel that I should start by

trying to catch whales then work my way backwards to the plankton.

The only issue with such large companies; like the ones listed, is they don't have

accessible contact information. I literally have thousands of marketing ideas for

companies within financial sector...that hold no value because I don't know who

(what,when,and where) to present them too. I don't even understand how companies like

American Express makes decisions on who writes their copy...or not.

Can some of you veterans help...please?
#catching #hands #whale
  • Profile picture of the author marciayudkin
    marciayudkin
    Profile picture of marciayudkin
    Posts: Threads: Thanks: Account age: less than a second
    Unfortunately, copywriting is one of those pursuits where if you try to start at the top, you will done in quickly by your ignorance and ineptitude. Beginner work can easily be spotted and will not be tolerated.

    "Good ideas" are not what copywriting clients pay for - it is execution, which involves needing to know what goes where and why, not to mention getting the flow, language and offer right.

    I have collected a lot of stories about getting started successfully in copywriting, and not one involves the kind of strategy you have proposed.

    And dividing the world into whales and plankton is not the smartest approach, either. There are many good-sized fish out there that can feed you very well, as long as you approach them with knowledge and respect.

    Marcia Yudkin
    Signature
    Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
  • Profile picture of the author pewpewpewmonkeys
    pewpewpewmonkeys
    Profile picture of pewpewpewmonkeys
    Posts: Threads: Thanks: Account age: less than a second
    I don't even understand how companies like American Express makes decisions on who writes their copy...
    I think about this ad almost every time I pump gas. It's the only way to make pumping fun:
    Signature
    Some cause-oriented hackers recently hacked one of my websites. So I researched what they're about and then donated a large sum of money to the entity they hate the most.

    The next time they hack one of my websites I'm going to donate DOUBLE.
  • Profile picture of the author The Copy Nazi
    The Copy Nazi
    Profile picture of The Copy Nazi
    Posts: Threads: Thanks: Account age: less than a second
    Banned
    I once pitched a superstar copywriter (with his own ad agency) with the line "If I give you one idea that will make us both a lot of money.... will you give me a gig?".

    It was typed on a sheet of paper... put in an envelope and hand-delivered by courier.

    I got the interview but I was so damn nervous I was shaking... and I blew it. LOL.

    Coming back to your query... the best way would be to do a presentation - if you can get your foot in the door. That's the hard part - getting past the "gatekeepers" - secretaries and other minions.

    And the trouble with pitching your ideas is... how can you be sure they won't steal them?

    As for
    I don't even understand how companies like American Express makes decisions on who writes their copy...or not.
    Its all done by their advertising agency.

    I don't want to discourage you but you would be better off finding one small but promising client and grow your business with them.

    Oh yeah - my brilliant idea was pop-up postcards. I envisaged starting with pop-ups of well-known landmarks around the world - The Eiffel Tower, Sydney Opera House, The Pyramids, The Taj Mahal etc.

    Later on I came up with "The Pop-Up Karma Sutra".
  • Profile picture of the author gjabiz
    gjabiz
    Profile picture of gjabiz
    Posts: Threads: Thanks: Account age: less than a second
    First, this list. Not a good one for direct response copywriters, the reason?

    Too many catalogs, customer retention, switch offers, corporate branding type stuff. Just my guess, probably 90% are agency pieces (actually, I believe them to be 100%, but, I don't KNOW).

    Your interests would be more for Boardroom, Bottom Line, Agora, etc., and possibly regional banks and insurance companies who use direct mail.

    My understanding is, students of AWAI have the ability to have their work seen by these and other companies, which may give the noob a shot.

    I've NOT worked with any, I would tend to write ANTI market/gold/diamond type stuff (hey, there's an IDEA)...

    But, I think you would stand a better chance of catching one of the AWAI whales than you would anyone on the list you linked too.

    Also, flesh your idea into as fully developed TARGETED campaign (for one of their lists) which takes them little to no effort to look at and understand.

    My name is (not) Ismael.

    gjabiz

    PS. My opinion, Marcia's advice is better. Catch some tuna first.
  • Profile picture of the author angiecolee
    angiecolee
    Profile picture of angiecolee
    Posts: Threads: Thanks: Account age: less than a second
    Are you familiar with the massive regulations regarding anything finance?

    If not, I recommend you start there before you start pitching the big boys. That may cross a good 500+ things off your list of 1000s of ideas.
    Signature

    Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.

  • Profile picture of the author Skystar
    Skystar
    Profile picture of Skystar
    Posts: Threads: Thanks: Account age: less than a second
    You're right about one thing - you gotta get their attention first. Here's one way:

    A screenwriter in L.A. wanted to get the actor Tony Bill to read his script. The screen writer dressed up like a livered chauffeur, and on a Monday, showed up at Tony Bill's office with a silver tray with a little card that said 'Thursday.' Nothing else, - just - Thursday. He showed up the next day with the same message on the silver tray - 'Thursday'. The next day he showed up and the card said 'Tomorrow'. The next day, Thursday, he appeared with the same silver tray, but instead of a card, the tray had a copy of his screenplay. Did Tony at least look at it? Well I'm not sure, but I'll betcha he did!

Trending Topics