Ed Estlow – How I Write
From his office in the southwest suburbs of Minneapolis, MN, Ed Estlow has mastered the art of weaving compelling stories into his copy. Rich with emotion and real life, his stories move donors and buyers alike to action today and leave lasting impressions for tomorrow... a tremendous benefit for anyone looking to create repeat business.
He has made a specialty of direct response, he says, because it allows him to reach out and effectively assist companies and organizations in accomplishing their goals and objectives. The results of these direct mail and web marketing efforts are measurable and have a clear impact.
Here are some insights on how and why he does what he does...
Why: It's an impulse bordering on obsession. I have a passion for story and using that to promote products that change people's lives. I love writing and communicating in ways that move and inspire people.
How: For copywriting, I bury myself in extensive research until I find a story or a core message that has intense emotional appeal. I weave those powerful emotions into my headers and build an outline. A first draft is created, reviewed and polished. Most work is done on a PC, though I do print out and read hard copies out loud after each draft. Then I hand it off to my “board of advisors,” an informal group of copywriters and other professionals I meet with on a regular basis, and we go through it with a red pen. Alternating between hard copy and PC for draft review helps keep me fresh.
Ideas: I continually study the market. By studying what others are mailing and taking note of which direct-mail packages are being mailed over and over again, you can find out what is working and adapt those winning techniques. A direct-mail package that is successful and is mailed repeatedly is called a "control." Studying controls is the best education you can get about what works and what doesn't in direct mail.
Research: The more, the better. You are not trying to be clever; you're trying to be relevant: Find out what about this particular product would make people want to buy it. You can never do too much research.
Success Secrets: In freelance copy-writing, the people who are busiest and most successful are those who are the best at marketing and promoting themselves, and providing excellent client service. Lots of people can write copy, but they don't know how to get clients. Another secret: You don't want assignments; you want clients. Too many freelance writers fail to realize the profits are in repeat orders from the same client, and don't do nearly enough to cultivate good client relationships.
Another tip: Specialize in an industry (e.g., health care) or style (e.g., storytelling, as I have). Specialists are more in demand and get paid better than generalists.
Writer's Block: I don't get it because I use a method I learned from the teachings of Dan Kennedy: every day I visualize words and ideas pouring out of my mind and onto the page. In my mind’s eye, I visualize myself as a prolific writer, full of creative energy. In addition, I work on many different projects at one time. If I get stuck on one package, I can turn to another, or to my book project and write until ideas for the first piece start to flow again. If I have to stop the book because I need more research, and don't have an idea for the direct mail yet, I turn to another project, like writing a Website or a PPC ad. And so on.
Other Advice: Reading a book by someone in the field can shave years off your learning curve. Whatever you decide to write, make up your mind to be the best. It's the only edge you have over your competitors. Be a student of your craft and art. Dan Kennedy's Ultimate Sales Letter and Bob Bly's The Copywriter’s Handbook are two I recommend.
From his office in the southwest suburbs of Minneapolis, MN, Ed Estlow has mastered the art of weaving compelling stories into his copy. Rich with emotion and real life, his stories move donors and buyers alike to action today and leave lasting impressions for tomorrow... a tremendous benefit for anyone looking to create repeat business.
He has made a specialty of direct response, he says, because it allows him to reach out and effectively assist companies and organizations in accomplishing their goals and objectives. The results of these direct mail and web marketing efforts are measurable and have a clear impact.
Here are some insights on how and why he does what he does...
Why: It's an impulse bordering on obsession. I have a passion for story and using that to promote products that change people's lives. I love writing and communicating in ways that move and inspire people.
How: For copywriting, I bury myself in extensive research until I find a story or a core message that has intense emotional appeal. I weave those powerful emotions into my headers and build an outline. A first draft is created, reviewed and polished. Most work is done on a PC, though I do print out and read hard copies out loud after each draft. Then I hand it off to my “board of advisors,” an informal group of copywriters and other professionals I meet with on a regular basis, and we go through it with a red pen. Alternating between hard copy and PC for draft review helps keep me fresh.
Ideas: I continually study the market. By studying what others are mailing and taking note of which direct-mail packages are being mailed over and over again, you can find out what is working and adapt those winning techniques. A direct-mail package that is successful and is mailed repeatedly is called a "control." Studying controls is the best education you can get about what works and what doesn't in direct mail.
Research: The more, the better. You are not trying to be clever; you're trying to be relevant: Find out what about this particular product would make people want to buy it. You can never do too much research.
Success Secrets: In freelance copy-writing, the people who are busiest and most successful are those who are the best at marketing and promoting themselves, and providing excellent client service. Lots of people can write copy, but they don't know how to get clients. Another secret: You don't want assignments; you want clients. Too many freelance writers fail to realize the profits are in repeat orders from the same client, and don't do nearly enough to cultivate good client relationships.
Another tip: Specialize in an industry (e.g., health care) or style (e.g., storytelling, as I have). Specialists are more in demand and get paid better than generalists.
Writer's Block: I don't get it because I use a method I learned from the teachings of Dan Kennedy: every day I visualize words and ideas pouring out of my mind and onto the page. In my mind’s eye, I visualize myself as a prolific writer, full of creative energy. In addition, I work on many different projects at one time. If I get stuck on one package, I can turn to another, or to my book project and write until ideas for the first piece start to flow again. If I have to stop the book because I need more research, and don't have an idea for the direct mail yet, I turn to another project, like writing a Website or a PPC ad. And so on.
Other Advice: Reading a book by someone in the field can shave years off your learning curve. Whatever you decide to write, make up your mind to be the best. It's the only edge you have over your competitors. Be a student of your craft and art. Dan Kennedy's Ultimate Sales Letter and Bob Bly's The Copywriter’s Handbook are two I recommend.
