I’ve noticed that there are people in business among a wide spectrum of professions who don’t like the “DIY” (do it yourself) mentality.

For instance, there are some medical doctors who would prefer that their patients didn’t come in to the office armed with info from WebMd.com and various health and medical sites. There are landscapers and General Contractors who don’t want to see homeowners doing their own lawn mowing, planting and home improvements.

And then, of course, there are marketing, P.R. and copywriting professionals who don’t want to see businesses and business people do their own marketing and P.R. I think some professionals are threatened by other smart folks who go at it on their own. They feel they will lose business. The feel that people will lose respect for what they are offering because, well if anyone can do it, why would someone hire them in the first place?

I think those who feel threatened or fearful are looking at the DIY trend all wrong. Home Depot has built a mega-empire on the “let’s help DIY-ers succeed” platform. Why shouldn’t we experts empower others to do what we do in their own way, on their own time, at their budget and under their control? There will always be plenty of clients who only want you and your services – they will never turn into DIY-ers, and will always seek out your services and products, so there will always be plenty of business and clients to be found!

And then there are those who need to be DIY-ers, whether for financial, control, information or other reasons. So my philosophy is why not give’ em exactly what they need and help them in their success? Because success begets success and the better someone else does, the better the next person will do and so on.   

Yours In Success,

Allison Nazarian

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What are your top rules of copywriting?
(reprinted by request form previous issues)

I am often asked about copywriting advice and key rules. It’s difficult and not always relevant to give rules for something that’s always fluid and subjective.

That said, here are my three rules of copywriting:

• There aren’t always hard and fast rules.
• Consistency, consistency, consistency is the location, location, location of copywriting.
• Much of the work of copywriting takes place before you write even a single word. Skip the pre-writing steps and you will pay dearly at some point down the road. Without a doubt, guaranteed.

“Work hard, laugh often and keep your honor.”

          – Timothy J. Russert 1950 - 2008