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How Information Marketing Screws Over Copywriters
If you are a copywriter or someone who hires them, then pay attention — the entire dynamic between those w
ho produce products for sale and those who write their sales messages has changed.
But just like shooting a dinosaur, it will take some time for the tail to register that the brain is dead.
What I’m revealing to you today will keep you from being the tail in this scenario and give you a chance to get out ahead of the changing game.
You see, I got into copywriting around the same conflux of events that were going down when I got into screenwriting — the industry was changing but
very few people were willing to face the change and embrace it.
A long time ago, in another lifetime I decided to turn my first (and only) novel into a screenplay. I moved to LA, plopped myself into UCLA Film School, took my instructors’ excellent advice and not only took the full load of classes for the actual techniques of screenwriting, but also directing and editing classes as well.
One of the first things one of my 101 instructors (the blessed Myra Lichtman) drilled into us is that great screenwriters are also great film editors. One must know when to enter and exit a scene and when to cut it . . . always, always know when to cut.
Come to find out, years later those very same skills – how to tell a compelling story, write dialogue and be a merciless editor – also apply to copywriting. Who knew?
Problem was, I discovered the dark underbelly of screenwriting: it sucks as a job. Just like copywriting.
Copywriting Sucks
Oh sure, I sold two teleplays – one to Ralph Waite’s series The Mississippi and one to Star Trek – The Next Generation. On the latter, the staff writers mangled my script so badly, I ultimately only got credited for the story and after the hack job the staffer’s did on it, I invoked my Writer’s Guild privilege and had my real name removed and substituted a pen name we screenwriters used to signal industry insiders that some ham-handed hack in the production offices had totally rewritten the work.
But . . . at least I got paid. Which is more than I can say for most screenwriters in Hollyweird.
Let me tell you the dirty little secret of screenwriting (and copywriting): the film industry thinks screenwriters are the bottom of the food chain. Yep, even though the script – YOUR script (you could just as well substitute copy there) is what gives everyone else a job, the ugly truth of the matter is that, once they buy your script – it’s totally out of your hands.
Once they give you the check, no one wants to see you again for that film (assuming they make the bloody thing.)
“But What I **Really** Want To Do is Direct . . .”
Old writer’s joke, there. But it a jest with a serious side because in the film industry, the only way for a screenwriter to have any control and autonomy over their work is to attach themselves as the producer or director on the filming of their script.
I realized this the other day while watching the coverage of the Writer’s Guild strike. I feel for you brothers, but it is a velvet trap of your own making.
If you’re someone who hires copywriters, listen up. And if you’re a freelance copywriter for online or offline information product producers, or if you’re blogging for hire (like I do), you’re just setting yourself up to be exploited.
Scratch that – you are exploited.
And it’s your own damn fault. Just like those screenwriters on strike. Why do I say that?
Simply for this reason, just like the film industry producers, the new information product producers are the ones who are making the real money. They’re making the REAL money while you work for them and settle for 25 cents on every dollar your sales copy brings in through the door. Pitiful, isn’t it?
How To Win The No-Win Scenario
Becoming a writer of, a producer of your own information product is the only path that makes sense, assuming you are any good because of this – as a copywriter you can run your entire operation because not only can you pen the sales copy, you can write the products’ actual content as well.
Or smarter yet, hire someone else to do it for you and use your highly-paid golden fingers to add the polish to the product.
How can you do this? First, get some marketing background, get better at the technology of putting your content online and seize control of your financial destiny.
I’m looking forward to the day when the only copywriters (like the screenwriters) who write for someone else are the ones who aren’t good enough or too lazy to create their own products.
Yeesh . . . why would you settle for 25 cents on every dollar you bring in the door unless you’re not good enough to create your own product and be an information product producer?
Chew on that a bit as you ring in the New Year.
Technorati tags: information marketing, info-products, info-product marketing, copywriter, marketing strategist, provocateur, ROI Copywriting, Walter Terry
By Walter |
Topics: Marketing Mishaps, Pet Peeves, Pro Analysis |