Craig, Are You For Hire?

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Gary Halbert at a seminar in the Florida Keys in 2003.
Craig is the author of "How To Make Maximum Money With Minumum Customers"

Over the last 15 years, I've worked with over 300 clients in more than 102 different industries So you might be wondering if I'm available for copywriting... or to consult with you on your marketing... or, if I'm available to speak at various functions.

And the truth is, there's really no "one" answer to all these questions.  If I believe there's a good fit between you and me, chemistry-wise... and with your product or service... then "Yes!" all these things are certainly possible. 

So let me give you some information you'll probably find useful. Appreciate that while I must meet your stringent qualifications, you must also meet mine. I have set my business up so that most of my income comes from publishing and consulting and working in niche businesses outside of kingofcopy.com.

However, I still do take on one or two copywriting clients a year. But let me also come right out and tell you I am not a "copywriter" in the conventional sense. The work I do is LAYERED to fit in with marketing strategies and positioning I create.

And all of this fits together into one smooth, working plan which is designed to get you, as the title of my book says, "Maximum Money."

The copy I create is simply the means to that end. It's these strategies and systems I create, that make your marketing systems so effective and turn-key. So...

How do you know if you're likely to
benefit most from us working together?

Generally, the people who get the strongest results out of me have the following things in common:

• First, you're a business-owner with high aspirations to begin with, and you want to use direct-response marketing to start increasing your cash-flow...

• Second, you're open-minded to new suggestions that are outside the realm of what "conventional wisdom" says about marketing...

• And lastly, you already know... fancy brochures, “cute” slogans, and elaborate logos, aren't what make your cash register ring...

Ultimately, the ONLY thing that determines how many new customers and clients you attract... how much money is in your bank account... and how often you get to go away on vacation... is how effective your marketing is.

See, having good technical skills and good ethics will keep the doors open for you, but the only way to get your foot in the door in the first place, is by having compelling marketing that attracts pre-qualified clients and customers to you.

And if how you're marketing yourself right now, isn't getting you where you want to be... then it's not going to get you there in 30 more days... in 60 more days... in 6 months, or in 5 years, either.

But don't worry: I'll show you how to market yourself by simply connecting the right emotional messages to the right pre-qualified buyers, who are already pre-disposed to working with you. And with that being said...

Here's what you can expect from me:

1. First, you'll find me to be extremely committed to your success...

And if you want to verify this by speaking to a few of my clients, that's not a problem, just let me know.

2. Second, all the writing I do, will be type-set and laid out the way you need it...

Everything I give you will be easy to duplicate and reproduce, either online or offline.

3. Third, I'll follow through on everything...

If I make a commitment to doing something, it'll be done. My word is the best contract you can ever get your hands on. This doesn't mean we're not going to have written agreements, it just means you can rely on me to deliver the things I promise.

4. Fourth, I'll do what it takes to get the job done...

That means if I need to speak to your old customers... or research your marketplace... or if I have to read and learn, or talk with you about systems and processes that are unique to your business or your industry, that's not a problem at all.

5. I'll be open and candid with you - and I encourage you to be the same way with me...

I won't sit and tell you everything is wonderful, and I won't agree with your ideas unless I actually believe it, based on my own experience. In fact, if you're like most of my clients, you're probably already aware that you desperately need new ideas. But don't worry, I'll give you dozens of them.

6. I'll return your phone calls and e-mails in a timely manner...

Communication will never be a problem with me, I assure you.

7. If I tell you I'll have something ready for you at a certain time, it'll be ready...

8. If I'm writing copy, I'll update you with the progress of your project along the way...

This way you're not left hanging out there in the dark, wondering what's going on.

9. I won't cut corners regarding the research that's necessary to complete your project...

Listen, when it comes down to it, the bulk of the success of your project lies in the quality of the research I do, along with my ability to communicate the benefits of what this research uncovers, to your buyers.

And there's probably no one who's more qualified than me, to understand what you're selling... and then to turn it around and "pitch" it, in layman's terms.  And here's why:

Although I'm a bright guy, my skill set is in communication. I can speak, and get along just as comfortably with the CEO of a company, as well as the guy who cleans his office at night.

I've had a rich, fulfilling, interesting life, and I've gone out of my way to squeeze as much out of it, as possible. So chances are outstanding, I've already participated in your marketplace, or I can empathize with your buyers because at some point... I've walked in their shoes..

I think Claude C. Hopkins, one of the all-time greatest copywriters, and one of the early pioneers of direct-response... said it best, in "My Life In Advertising":

"... the road to success lies through ordinary people. They form the vast majority. The man who knows them and is one of them stands a vastly better chance..."

"The real people in advertising whom I know are all humble people. They came from humble people and they know them. Those people are canny, economical, thrifty, suspicious.They are not easily fooled on ordinary purchases. The highly-educated man, the man who has lived in a different environment, cannot understand them!"

Well, here's a little background about me: For the first 26 years of my life, I grew up in an apartment housing project in The Bronx.  I don't know if that means anything to you, but the Bronx is one of the 5 boroughs of the city of New York (Manhattan, Queens, Brooklyn, and Staten Island, making up the other 4).  It's also the borough with the highest crime rate... the most violence... and the lowest demographic achievement and economics.

So believe me, I know the mind of the "ordinary" man. Frankly, I was a bit of a street kid, living "tales of a misspent youth."  However, I started working at age 14 - I took a bus and 3 subways to downtown Manhattan... I graduated from one of the best high schools in the country (Bronx High School of Science)... and then I graduated with Dean's List honors, from a top-notch New York City Business College.  After that, I passed the CPA exam on my first try, and I worked as a Certified Public Accountant, dealing with clients ranging from Fortune 500 companies and banks, to small, privately held manufacturing and commodities firms.

I've raised 3 children with a terriffic wife, and we've experienced our share of life's ups-and-downs, just like every other family out there..

Enough said.

10. If any surprises come up on my end, you won't be the last to know... you'll be the first to know.

11. If you need me to interface with anyone else, like your printer for example... or a list broker or media buyer... that's not a problem at all. In fact, I always learn something from these guys. And...

12. Lastly, if your project doesn't work, and my copy isn't profitable... I'll stand behind it with my...

If what I write for you isn't effective...
I'll re-write it up to two more times, at no extra cost to you at all 

And "Yes", I will put that in writing. I'm not sure if I can be more fair than that, or if I can do anything else to show you how committed I am to your success. Oh, I'll even throw in one more thing:

I hear all the time, about how so many marketing people - and I guess "creatives" in general, are flaky... quirky... weird... or outright unreliable and unstable, in many cases.  This is great news for you, because I'm not on medication... I'm well-adjusted socially... and I've had a very loving and very stable relationship with my wife for 22 years.

With me, what you see is what you get, plain and simple.

Any negatives?

Sure:  I don't mince words -- and for some people that's a negative... I probably curse too much, but don't worry -- I won't do that unless we're both comfortable with it. And... I'm also probably not the most patient person in the world - although like most people, I'm getting better about this, with age.

"Sounds great, Craig. What's next?"

Contact my assistant Anne, by e-mailing her at anne@kingofcopy.com. Make sure you put "Hiring Craig" in the subject line of your e-mail. Let her know about your project, and about some of the issues you've had (both good and bad), as well as what kind of help you're looking for me to provide.

She'll get back to you within a day or so. Then, if it makes sense, she'll set up a brief appointment for us to chat, and we'll go from there. If you have any other questions, just let her know. And if, for some reason you don't hear back from her... it means your e-mail never went through.

In this case, I'd encourage you to call our office at 813-909-2214.

Thanks for reading this message, and best of luck with everything.

Take care,

Craig Garber

P.S. One more thing, and it's important:

First, I won't take on your project, unless I'm as excited about it as you are. I've been writing since March of 2000 and at this point, I have NO desire to work on something I feel mediocre or ambivalent about. I produce great work when I'm excited about what I'm doing.

Second, I'm not Moses -- I can't create miracles. I've found you really can't make a silk purse out of a sow's ear. So please don't contact me on something that's a long-shot, becasue I'd hate to disappoint you. At this point in time in my career, I'm only interested in working on your project if I think I can dramatically impact your situation, straight out of the starting gate

Third, bluntly... no matter what you pay me, you're going to get more than this in value returned to you.  Again, I can give you references to back this up, so just ask. In fact, in today's day-and-age where there's simply is no "service" in the service business, ours will probably be the best business relationship you ever get involved with.

Craig Garber
3959 Van Dyke Road #253 Lutz, Florida 33558
(that's just next to Publix on the corner of Van Dyke and Dale Mabry)
813-909-2214 phone

Copyright © Craig Garber. KingOfCopy.com is a registered trademark of Craig Garber.