I read everything I can get my hands on. My library houses books by Bly, Hatch, Lewis, Throckmorton, Ogilvy, Kennedy, Carlton – just to name a few.
I also subscribe to a ton of writing e-mags and magazines. This helps me keep my e-mag, Writing Etc., up to snuff plus it provides me “inside information” on how to write articles that will be accepted by them. When another publication runs one of my articles, they’re, in effect, paying me while giving me prime advertising space. (I do believe I learned this incredible technique from Mr. Bob Bly....)
I work on projects and market my writing services during the day, then I curl up with a good book every evening. We rarely turn on the television at night, instead opt to keep the radio tuned to our favorite station.
Every evening, I study effective direct mail packages. I read about writing techniques and innovative ways market products and services.
As I read each book, I stick a post-it note on the page that has a technique I want to try. The next day I crack open that same book and actually DO what it suggested.
I repeat what works for me and chuck the ideas that didn’t do what I thought it would do.
When I’m working for a client I read all the background materials they provide. Then I research on my own, trying to know their industry inside out. I also study their past promotion efforts and try to get my hands on their competition’s marketing materials.
I draw ideas from everything I’ve read to make me and my client’s marketing materials as powerful as possible.
Just like educators and healthcare workers continually attend classes to earn their “Continuing Education Units,” I invest time and money in purchasing the best books I can find to make my writing efforts more effective than my competition. But I don’t just read and reread them, I study them and apply what I’ve learned in everything I write.
