I have received many calls and messages informing me that an email is circulating with my web address on it. The email appears to be from the IRS.

This email is fraudulent and dangerous. Do not click on the link in the email. The link leads to a site that will attempt to install a virus on your computer.

Please note: The IRS never sends email. They communicate by mail and phone only.

Obviously, the email has nothing to do with me. I am not sending it and I cannot stop it. It appears that the spammer has simply linked to a graphic on my blog. I renamed the graphic to break the link and prevent the email from robbing my site of bandwidth. And now that the link is broken, my website is visible in the email.

I have reported this to my ISP, however they are unable to stop the email from being sent since it is coming from an unknown person at an unknown location.

I suggest that you delete the fraudulent email then empty your deleted email folder. If you are unsure if you’ve been infected, run a scan of your computer with whatever security software you use.

If you’re a copywriter, consultant, business owner, or anyone involved in marketing, you’re also a reader.

In fact, if you’re like me, you probably spend a good portion of your day reading reports, email, creative briefs, proposals, and all manner of materials. So if you can read faster, you can be more productive.

The question is, can you really read at lightning speed and still comprehend and retain what you’re reading? This is a hotly debated question. Some swear they can read and remember a whole book in 5 minutes while others say speed reading is a bunch of baloney.

I think Woody Allen settled the matter when he said, “I took a speed reading course and read War and Peace in 20 minutes. It involves Russia.”

I don’t want to rehash the debate here, but I think the issue boils down to how you define “reading.” To me, reading means taking in every word and every nuance. But most speed reading courses teach you how to skim. You breeze through text to extract the information you need and ignore the fine details.

Research shows that most people read 200 to 400 words per minute with a reasonable level of comprehension. With training and practice, you can double your speed without much drop-off in comprehension. When you get to 1000 words or more, you’re “speed reading” or skimming, and comprehension starts to suffer.

Sure, there are people who seem to have the ability to glance at a page, absorb, and remember everything, just as there are people who can eat anything they want and stay thin. But these are freaks of nature.

If you want to learn actual speed reading, take a course. But you can read significantly faster with just a few simple and practical techniques.

Use a pointer. Most people read at about the same speed. However, slow readers re-read, going back over previous text repeatedly. It’s like taking two steps forward and one step back. By using a pointer (finger, pencil, ruler) and moving it along the text at a steady rate, you can keep your eyes and mind focused. You take in words just once and eliminate most of the backtracking.

Eliminate distractions. This is an obvious point, but people ignore it. Ringing phones, chiming email programs, and blaring TVs and radios take up mind space and slow your reading. To maximize your reading speed, find a quite place with no distractions. Some people even wear headphones to shut out the world.

Scan ahead. Get an idea of what you’re going to read before you read it. This prepares your mind for the material, making it easier to grasp. The more familiar you are with a subject, the faster you can read about it. Also, you may find less important sections you can skip.

Start chunking. You learned to read word-by-word. But as your reading skill grows, you are able to take in phrases or chunks of text. For example, in the first sentence of this paragraph there are seven words. But you can group these words into two chunks, “You learned to read” and “word-by-word.” Reading two chunks is faster than reading seven individual words.

Stop subvocalizing. Here’s the tough one. Nearly everyone does it and it may be the primary reason you read slower than you could. “Subvocalizing” means sounding out each word, either under your breath or inside your mind. This happens because we associate written words with spoken words. But pronouncing each word, even if you do it in your mind, puts the breaks on reading. Instead, try to read visually, seeing words and understanding them without “hearing” them.

If you’re interested in learning one way to stop subvocalizing, watch the video I posted on my copywriting blog. The technique is a little strange, but give it a whirl and let me know if it works for you.

It’s not easy to find a good copywriter, especially someone who has real expertise and experience with direct mail or direct marketing.

I can’t even begin to count the number of calls and emails I’ve received from people who have said they’ve been looking for a while and can’t find many people who seem professional and credible.

That may seem surprising. A decade or two ago, there were few copywriters out there. Today there are thousands. You’d think you could throw a rock out your window and hit 5 pro copywriters without aiming.

But the truth is, the number of truly good copywriters hasn’t increased significantly.

Why? Because it’s like any other field. It’s just not as easy as it looks. Finding a reliable copywriter is like finding a great brain surgeon.

So at the risk of appearing self-serving, I’d like to share a short guide to finding and working with a professional direct marketing copywriter. I wrote this years ago, but it’s just as relevant today. I’m told by many people that it’s been quite helpful.

And for the record, I’m not always the best copywriter for everyone. In fact, I turn down far more clients than I take on. I may not have the right expertise. I may be too expensive. And these days, I am often too busy.

But if you’re looking, follow these two rules to find the writer who’s right for you.

***

It’s important for you to have a reliable copywriter on-call. If you don’t, an urgent project will suddenly appear out of nowhere (as always), and you’ll have to scramble to find someone at the last minute.

Sometimes that works. Sometimes it doesn’t. In fact, making a hasty decision on something as important as copywriting could be a disastrous waste of your money and time!

Remember, the time to choose a copywriter is before you need one. So here are two simple rules and lots of tips that will help you find and work with the right copywriter.

RULE #1: Hire a PROFESSIONAL copywriter.

There are plenty of copywriters out there willing to write your copy and take your money. But if you want professional results, don’t settle for part-timers, moonlighters, and writers between jobs.

Do you go to a “part-time” doctor? Would you hire a “moonlight” lawyer? Of course not. You want someone with the skill and attention your project deserves.

Here’s how to find one:

• Decide what you need. Direct mail package? Annual report? Press release? Does your industry require special knowledge or experience? Do you want design with the copy? Come up with a short “job description” for your ideal copywriter. The closer you can match your needs with the talent and experience of the writer, the better your final copy will be.

• Collect information. What’s the first thing you do when you’re thinking of buying a car, a refrigerator, or a computer? You collect brochures, pamphlets, and whatever information is available. Right? This helps you make an intelligent, informed decision.Look for a copywriter the same way. Ask for a brochure or information kit that includes specific facts about the writer’s background, services offered, fees, client list, samples, copies of articles, and so on. Most top writers will have this information on their website.Beware of those who decline to give you information or send you a “resume.” This is a sure sign of an amateur. What a copywriter offers you up-front is an example of what you’ll get later on.

• Ask around. Your friends, associates, and clients may have worked with or heard about someone who’s perfect for your needs. Ask creative directors at ad agencies, graphic designers, communication managers at local businesses, and members of advertising and professional associations. Ask people whose opinion you trust and who have had success with their own advertising efforts.

• Forget geography. It’s nice to work with local talent, but you shouldn’t allow that to affect your decision. There are lots of copywriters, but only a handful of true professionals. And they’re scattered all over the country. If there’s a pro down the street, great. But put quality and results ahead of proximity. Besides, with phones, faxes, email, and FedEx, what’s the difference?

• Follow your instincts. Use your brain to evaluate the information and facts you collect, but pay attention to your gut reaction, too. It’s important to find someone you can work with comfortably. That means having a writing style and personality that you like. If you’re uncomfortable with someone, whatever the reason, move on. Your gut is right more often than you think!

RULE #2: Treat a pro like a pro.

Once you find someone you can work with, be sure to develop and maintain a good long-term relationship. True professionals are almost always busy and in-demand, so they don’t have to put up with unprofessional behavior on your part.

Here are a few hints to keep your writer happy and make your working relationship smooth as silk:

• Decide what you want. Sort out the facts ahead of time. Be clear about what you want to accomplish, your budget, deadline, etc. If you have a problem and no clear solution, a copywriter may help you define your goals acting as a consultant. But that could be a separate project. If that’s the case, expect to pay extra for the advice you get. Generally, “free” advice is worth exactly what you pay for it.

• Discuss fees up-front. Many business people like to avoid talking money until the last possible moment, as if it’s impolite. But this just invites misunderstanding and wastes time. A professional copywriter should be able to give you a written estimate if you provide specific information on the work involved.

• Provide background material. The majority of what a copywriter needs to complete any project is in your files right now. Brochures, letters, memos, ads, order forms, catalogs, and other printed material will probably have most of the raw data necessary for a project.New products and services are no exception. You certainly have marketing plans, reports, manuals, faxes, surveys, and lots of paperwork loaded with information. Good copy begins with solid information. Gather it up and hand it over.

• Put it in writing. It’s unlikely that you rely on a handshake in your business, so don’t expect this with your copywriter. A written agreement will spell out the exact nature of the project, fee, deadline, and other particulars. This will help avoid simple misunderstandings which can permanently screw up a good relationship.

• Let the copywriter write. Once you’ve worked out the details of the project, signed the contract, and handed over all the background information, stand back. If you really want to write the piece yourself, don’t call in someone else.And never write by committee. It’s irritating for a professional copywriter and will inevitably lack the spirit, focus, and persuasive power one good writer can achieve by working alone.

• Pay on time. The number one complaint from copywriters is slow payment or no payment. If you’ve agreed to pay a certain price by a certain time, do it. Pay in a month, and you’ll go to the top of the copywriter’s client list. Pay in two weeks or less, and you’ve made a friend for life. If you don’t do it out of common courtesy and professionalism, do it because it’s an investment in goodwill.

• Give specific feedback. Saying “This copy needs more oomph” isn’t helpful. What is “oomph”? And how do you add more of it? Is your “oomph” the same as my “oomph”? If you’re unhappy about part of the copy, tell the copywriter exactly what you don’t like and how you want it revised.And when you like the copy, say it. Positive feedback not only helps your copywriter’s ego, it helps you get better work in the future. For a writer, there’s nothing more helpful than knowing exactly what a client likes.

A professional copywriter is an important asset. A pro can provide copy and counsel that will not only help sell products and services, but will also make your marketing projects (and your life) a lot easier. So take the time to find the right copywriter. It’s worth it.

In my line of work, I have to deal with lawyers quite a bit. And I suppose they’re necessary.

But they’re really an uptight bunch. And sometimes they just go too far.

Take this message from the legal department of one of my clients, for example …

***

Whereas, on or about the penultimate night to Christmas, there did occur at a certain improved piece of real property (hereinafter “the House”) a general dearth of Daily Living Activities by all creatures therein, including, but not limited to, noxious vermin.

A variety of hosiery, e.g., stocking, socks, etc., had been affixed in a workmanlike manner by and about the chimney upon the hope and/or belief that St. Nick a.k.a. St. Nicholas a.k.a. Santa Claus (hereinafter “Claus”) would arrive at sometime thereafter.

The minor residents of the aforementioned House were located in their individual beds and were experiencing involuntary nocturnal hallucinations, wherein visions of confectionery treats, including, but not limited to, candies, nuts and/or sugar plums, did dance, cavort and otherwise appear.

Contemporaneously, the party of the first part (aka “I”), being the joint-owner in fee simple of the House with the party of the second part (hereinafter “Mamma”), and Mamma had retired for a sustained period of sleep, after taking sensible precautions against foreseeable drafts, including, but not limited to, adorning kerchiefs and caps.

Suddenly, and without prior notice or warning, there did occur upon the curtilage, a disruption of unknown nature, cause and/or circumstance. The party of the first part did immediately rush to a window in the House to investigate the cause of such disturbance.

At that time, the party of the first part did observe, with some degree of wonder and/or disbelief, a miniature sleigh (hereinafter “the Vehicle”) being pulled and/or drawn very rapidly through the air by approximately eight (8) reindeer. The driver of the Vehicle appeared to be, and in fact was, the previously referenced Claus.

Said Claus was providing specific direction, instruction and guidance to the approximately eight (8) reindeer and specifically identified the animal co-conspirators by name: Dasher, Dancer, Prancer, Vixen, Comet, Cupid, Donner and Blitzen (hereinafter “the Deer”). (Upon information and belief, it is further asserted that an additional co-conspirator named “Rudolph” may have been involved.)

The party of the first part witnessed Claus, the Vehicle and the Deer intentionally and willfully trespass upon the roofs of several residences located adjacent to and in the vicinity of the House, and noted that the Vehicle was heavily laden with packages, toys and other contraband items of unknown origin or nature. Suddenly, without prior invitation or permission, either express or implied, the Vehicle arrived at the House, and Claus entered said House via the chimney.

Said Claus was clad in a red fur suit, which was partially covered with trace residue from the chimney, and he carried a large sack containing a portion of the aforementioned packages, toys, and other contraband. He was smoking what appeared to be tobacco in a small pipe in blatant disregard to the dangers of second hand smoke in the workplace.

Claus did not speak, and in a furtive manner immediately began to fill the hosiery of the minor children, which were affixed in a temporary fashion adjacent to the chimney, with toys and other small gifts. (Said items did not, however, constitute “gifts” to said minors pursuant to the applicable provisions of the Uniform Gifts to Minors Act.)

Upon complete commission of his acts, Claus touched the side of his nose and flew, rose and/or ascended up the chimney of the House to the roof where the Vehicle and Deer waited and/or served as “lookouts” and otherwise participated in a complicit manner. Claus immediately fled the scene for an unknown destination.

However, prior to the departure of the Vehicle, Deer and Claus from said House, the party of the first part did hear Claus state and/or exclaim: “Merry Christmas to all and to all a good night!” Or words to that effect.

Courtesy of my lawyer and friend, Ken Hanson, who wrote this version of a chestnut that has been circulating for many years.

While skimming a recent issue of Advertising Age, I ran across an article called If you’re creating ads, odds are you’re talking to yourself.

And it presents yet more evidence that ad writers and other advertising professionals are disconnected from the people they’re creating ads for.

I’ve been discussing this since 1997 when I wrote about how ad writers don’t relate to ads in the same way as ordinary people.

The Ad Age article talks about research on behavior-based segmentation performed by Xyte Technologies. They tested people in marketing and advertising (including people in creative, media, and research) and found that they’re “word nerds.” They like playing with words and rely on intuition (rather than data) to craft message.

Trouble is, only 18.5% of the general population fall into that category. Ads that appeal to word nerds don’t do so well with the other 81.5% of the population, most of whom are highly practical people and respond to tangible benefits.

I’m not the least bit shocked by this. Whether the details of this research are accurate or not, it certainly reconfirms my notion that a lot of people in the marketing and advertising world are creating messages that appeal to themselves rather than real-world buyers.

Are you a word nerd? Take this test and find out.

Here are 5 questions from the test. Read and choose A or B for each question.

Question 1:

(A) Are you comfortable with emotional people and easily empathize with them?
OR
(B) Do emotional people make you uncomfortable and have difficulty empathizing with them?

Question 2:

(A) Do you tend to use feeling words to describe things that you like?
OR
(B) Do you use a rational/logical approach to making decisions?

Question 3:

(A) Do people seek you out for warmth and nurturing?
OR
(B) Are you more comfortable with things or objects than people’s feelings?

Question 4:

(A) Do you feel it is more important to be tactful than truthful?
OR
(B) Do you consider it more important to be truthful than tactful?

Question 5:

(A) Do you enjoy the power of words by writing and speaking?
OR
(B) Do you enjoy using your hands to make, assemble or fix things?

Results: According to this study, if you chose A at least 3 out of 5 times, odds are you are a word nerd.

For the record, while I agree that a lot of ad writers don’t know how to write ads people can relate to, I don’t put much faith in the specifics of such tests. I think the way to tell if you’re an effective ad writer is to look at the sales reports.

But then, people in the ad world are always trying to find inferential data rather than data from actual results. Maybe it’s because the people doing the research are word nerds too, and they’re just as disconnected as the people they’re studying.

Interestingly, I am not a word nerd according to this test. How about you?

There’s a certain pecking order in the world of direct mail projects.

At the top are bulky magalogs and thick direct mail envelope packages with all the bells and whistles.

At the bottom are the lowly workhorses, such as postcards and inserts.

The direct mail insert shown here in the photo comes from a box of plants I ordered from Spring Hill Nursery.

Technically, it’s called a fulfillment insert, meaning it’s an advertisement inserted into the package you receive when you order something by mail.

It’s not the sort of thing anyone wins awards for. In fact, some copywriters and designers look down their nose at humble inserts like this. For them, it’s sort of like the hillbilly member of the family you never talk about and hope won’t show up at weddings or funerals to embarrass you.

That attitude is unfortunate, because direct mail inserts can generate tons of extra income for both advertisers and the companies that offer to include the inserts in their mail or packaging.

Direct mail inserts (specifically fulfillment inserts) give you three big advantages:

1) People are more likely to buy something just after they’ve bought something else.

2) The marketing message can be delivered less expensively than with a solo mailing.

3) You can target your message to proven buyers of highly specific types of products.

The elements of an effective direct mail insert

Let’s take a quick look at what goes into creating a direct mail insert. Click here to open a pdf of the full insert.

This particular insert aims to generate inquiries for a compost tumbler, which is a simple device gardeners use to create fertilizer, or “brown gold,” from grass clippings, leaves, kitchen garbage, and other waste.

If you’re not into gardening, you’ll just have to trust me that free fertilizer is a powerful selling point.

As you can see, the insert resembles a small self-mailer. It’s similar to take-ones you see in grocery stores. It’s printed on a small sheet, folded, and includes a perforated reply card.

The insert focuses on one product and one offer. In this case, the offer is free information about the product and how to buy it. Lead generation or inquiry offers like this tend to work better for inserts since less selling is involved than if you had to make people part with their money immediately.

The more something costs, the more copy you need to make the sale. So lead and inquiry generation work better with smaller formats such as inserts.

As for copy and design, the elements should be familiar.

A strong headline, lots of copy, photos showing the product in action, features and benefits, testimonials (in this case just one), and a guarantee. The primary call to action is to mail the reply card, though options include phone and website.

The insert also includes a “one-two-three” panel which shows how easy the product is to use and proves the promise of creating compost in just 14 days. Most backyard gardeners want things to be easy, so this adds a nice touch.

There’s nothing mysterious or difficult about direct mail inserts. As always, you just have to remember how prospects receive and interact with the piece. A fulfillment insert arrives with a product you ordered, often along with other inserts, packing slip, invoice, and additional items.

Your copy and design must be clear and straightforward to momentarily pull someone’s attention from the nifty product they’ve just received.

Let me know about your experience with direct mail inserts or your thoughts about how to make them work.

When I go to parties, people always ask what I do for a living. When I tell them “direct marketing,” they nod, but I know they’re clueless.

People don’t really know the difference between the various flavors of advertising and marketing. And book definitions don’t help. So I’ve adopted a more pragmatic way of explaining my line of work and how it differs from other specialties.

Feel free to steal this and use it for yourself. I did.

You’re at a party and see a beautiful woman. You walk up to her and say, “I’m great in bed.” That’s Direct Marketing.

You’re at a party and see a beautiful woman. You ask your friend to walk up to her and say, “See that guy over there? He’s great in bed.” That’s Advertising

You’re at a party and see a beautiful woman. You get her phone number from someone. The next day you call and say, “I’m great in bed.” That’s Telemarketing.

You’re at a party and see a beautiful woman. You comb your hair, straighten your tie, then ask if she’d like drink. You chat and joke with her throughout the evening, offer her a ride home, walk her to her door, then say, “By the way, I’m great in bed.” That’s Public Relations.

You’re at a party and see a beautiful woman. She walks up to you and says, “I know you. You’re the one who’s great in bed.” That’s Brand Recognition.

Is it the end of the year already? Seems like it was Spring, then I blinked, and now the year is nearly over.

It’s always interesting and instructive to look back over a year’s worth of blog data to see what people are reading. This year, the most popular article by far was the one on website eye tracking. I’m not sure if it was the content of the article or that big blue eye photo that caught people’s attention.

The most controversial proved to be the post on the Dunning-Druger Effect, which sparked some debate about whether it’s real or I’m just an arrogant ass.

So here, in order, are the 25 most popular articles of 2009 based on Google statistics. They were not all posted this year, but they all attracted a great deal of interest.

1. Eye tracking study reveals 12 website tactics
2. What if a corporation created the STOP sign?
3. The power of color in direct marketing
4. 21 great headlines from trashy tabloids
5. Cheap direct mail ideas can work wonders
6. The Dunning-Kruger Effect and the secret for coping with the incompetents around you
7. How to write the “classic direct mail package”
8. Why slogans don’t sell
9. 7 stupid ways to screw up your direct mail
10. Speedwriting: 12 tips for writing faster
11. Design and legibility: 10 basic principles of reading
12. 5 simple SEO tips to boost your search traffic
13. 3 predictions for the future of direct marketing
14. Kaboom! The selling magic of Billy Mays
15. Design and legibility: 7 tips for high ad readership
16. Soup, sand, and rancid cheese: The craziest direct mail test in history
17. 30 Timeless Direct Marketing Principles
18. What does “freelance” really mean?
19. Good direct mail design: let form follow function
20. Snap Pack Facts: An interview with Ted Grigg
21. Wacky Waiving Inflatable Arm Flailing Tube Man
22. Service pricing: Hourly rate or fixed fee?
23. The direct mail envelope quandary: plain or bold
24. How to use “official” envelopes for direct mail
25. FTC cracks down on endorsements and testimonials

Things have been busy here at Direct Creative recently.

Not only am I getting swamped with work, I’ve been doing a few things to give you more ways to follow the tips I provide, connect with me, and learn about how to write good copy. I’m also looking for a few good copywriters.

So in no particular order, here they are:

Pro Copy Tips blog – If you haven’t visited yet, drop everything and go there now. The new blog is dedicated exclusively to copywriting and freelancing for “smart” copywriters. Here are some recent posts:

31 sales letter openers to kick start your sales pitch
Double your reading speed with this odd little trick
Blab and blather your way to great copywriting ideas
7 ways to drive a copywriter stark raving mad
Secret Google search hacks and tools for copywriters

I’m also in the middle of a series of articles on how to create a website to generate business for freelance copywriting.

Copywriter Information Center – This is where you can find a ton of information on what a copywriter does, what work is available, courses you can take, and a handful of articles on the basics of copywriting.

Twitter – Yes, I’m now on Twitter. I resisted it as long as I could. I’m feeding posts to Twitter from this blog and Pro Copy Tips and will be tweeting other info from time to time on business and some other interests I have in my personal life.

LinkedIn – I’m fairly new to this as well, but I find it’s useful for keeping up with colleagues. This is business only. Come on over and join my network.

Copywriters Wanted – I have a variety of projects I need help with and have decided to create a small stable of writers with various specialties. If you’re interested in working with me, contact me. Please, I beg you, have mercy and do NOT call, do NOT send me all your samples, and do NOT start stalking me. Just contact me online and tell me a little about yourself. Give me a link to your website. I’ll take it from there.

That’s it for now. Thanks for being a loyal reader. And don’t be shy about leaving comments now and then. You know you want to.

Back in March, I posted an interesting interview with Ted Grigg about snap packs, the red-headed step child of direct mail.

Like so many things in direct mail, snap packs work far better than they look, in part because they look personal and important rather than flashy.

If you haven’t read that interview, read it now. Then watch this video from Ballantine Blog showing two types of modern snap packs.

I love the Ballantine Blog videos. Yes, they’re meant to promote printing services, but they’re highly educational for anyone interested in direct mail.

And you should be interested in direct mail. For those of you who think direct mail is going away and everything will be online in about 5 minutes, heed my warning: Direct mail will be with us for many, many years. It works like gangbusters and you ignore it at your peril.

You can see what I have to say about the death of direct mail at DM News.