01 Apr

A Marketing Lesson from AT&T

I got in the mail today a direct response piece from AT&T with an offer for a free cell phone if I sign up with their service. It really was a good deal, and the phone is much nicer than the one I currently have from Alltel.

The problem - AT&T doesn’t offer cell service in my area.

Now AT&T can afford to make this mistake because they’ve got deep pockets. They can blindly throw darts at the board in the hopes that a few will hit the mark, but most of us can’t.

That’s why it’s vital for you as a copywriter to do the proper research before you pitch your services to a client.

Before you market your writing services to anyone, always ask:

  • Does this company even need a writer? (If they don’t you may be able to convince them that they do, but that’s another post.)
  • Do they need my kind of writing?
  •  Is this a company really worth going after?

If time is money, then there’s no sense wasting it on people who have no need for - or simply can’t afford - what you’re offering.

Posted on Tuesday, April 1st, 2008 at 3:27 pm under Advertising, Marketing .

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5 Responses to “A Marketing Lesson from AT&T”

  1. Chris Tackett Says:

    Been reading for a while now. Just wanted to say good job.

    Chris Tackett

    April 1st, 2008 at 3:37 pm
  2. The Word Wrangler Says:

    Thanks, Chris. I appreciate the comment.

    April 1st, 2008 at 3:40 pm
  3. Lori Says:

    Couldn’t agree more. We’re a funny bunch anyway, feeling rejection intimately. Why guarantee it? Do your homework and save yourself a little bit of angst!

    April 2nd, 2008 at 12:08 pm
  4. Bob Younce at the Writing Journey Says:

    Hiya Mike!

    Just popped over from the March Madness dealie at poewar.com. I really appreciated your comment over there, and hope you’ll have the time to follow up.

    At any rate, I’ve spent some times tonight looking at your archives, and I just want to say, “Good form.” You’ve got a wonderful writing voice, and lots of practical ideas.

    April 2nd, 2008 at 6:40 pm
  5. The Word Wrangler Says:

    Thanks, Bob. Hope you don’t think I was being too picky. I really dig your blog even though I’ve only been a subscriber for about two weeks. Nice to see another D&D fan out there. I’d love to start playing again, but it’s tough to find people my age who are still interested. Keep up the good work and I wish you tons of success.

    April 2nd, 2008 at 6:45 pm

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