Happy Independence Day, Canada Day, and a global 4th of July!I thought I’d take a moment to celebrate a few of the joyful things I’m thankful for on this memorable day.I’m thankful for the love and support of my family, and the freedom to travel anywhere we want, at any time, without restrictions. More than a way to spend a few days a year, for Ron and I, travel is a lifestyle. I’m also particularly thankful for the plain and simple fact that ANYBODY who applies themselves and pursues their dreams can succeed.I hope you’ll enjoy a “year in review” from photos we’ve taken in our travels, as we pay homage to our glorious country.Everything is possible because of this…

And the love and support of family. Here’s our daughter Brooke, at work with the Old Guard Fife & Drum Corp in Washington D.C. On this day they were performing in front of the Jefferson Memorial. That’s our Brooke in the foreground in her “Colonials” (traditional uniform).

Here she is with her fiance Mark (a bugler) without the wigs!

And our incredible son Derek with Eartha the Bear in Maine.

And of course, our “furry kid” Rusty the Wonder Dog. Such an important part of our family…

Amazing Ron, my partner in life, as well as business.

Here we are in Zion National Park.

The freedom to work, love, and play in ANYWHERE, USA. We’re pretty partial to the wide open spaces, but sometimes the cities beckon too. I work everywhere from Grand Teton, to Yellowstone, to where the buffalo roam…life is good!

And with all this, we still had time to make new friends and help others pursue their dreams as well…

And to grow our business on our own terms…

Life is magical…

Live it in technicolor!

I’m thankful my commute looks like this…complete with a “buffalo jam!”

Stop and smell the flowers along the way...

Learn from the wisdom all around you! There are metaphors for life everywhere…and don’t forget to laugh!

See the small wonders and be thankful…

Don’t be afraid to follow your true path…

Reflect on the real meaning of your time here on earth and be crystal clear about your purpose…

Consider the incredible diversity of freedom we have, in religion, values, and even commerce...

I’m thankful for YOU and your support. And I’m thankful for enduring symbols of freedom.

Until next time, Onwards and UPwards.

Does writing headlines give you a headache?

For some copywriters they can be the bane of your existence.

And if you are trying to learn how to be the best copywriter possible, it’s a vital skill you must master. It’s been said that 80% of the selling power of your sales letter is jammed into your headline.

A headline has to grab your reader by the collar and jerk them headlong into the copy. Otherwise, you’ll lose your prospect in the first few seconds. You can’t leave any doubt about what your message is, who you are talking to, or why they should keep reading. Once you get tuned into this, you’ll discover powerful headline ideas are all around you every single day. Open your eyes and start looking for them–I promise you’ll find a rich supply of inspiration.

For example, your headline can be inspired by current events or news that is totally relevant to the reader’s current situation.

Here’s one that will show you exactly what I’m talking about…

“Cheated Out Of House And Home: Don’t Let These Scams Happen To You”

Think that might pump up the curiosity factor and keep a homeowner reading? What’s this all about anyway? Gotta find out! And nope, I didn’t write this one. I’ll show you where I found it when you watch my podcast. It might surprise you!

Another important angle for your headines is how your prospect will benefit from taking advantage of whatever your product or golden opportunity is. What’s their problem and how can you solve it? Crawl into their heads and talk to them about what’s bugging them…in this case, literally!

“Pesticide-Free Pest Control: Nontoxic Strategies For Keeping Bugs And Rodents At Bay”

Okay, so it’s not very sexy. Matter of fact, it’s not even hypey! :0)

But like a termite with lockjaw, this grabs onto folks who have cockroaches doing the cha-cha in their kitchens at night or ants reclining in their guacamole. This could be taken even further if you were writing a long-form sales letter, perhaps infusing a few more benefits regarding the health of their children or pets.

There are lots of great ways to construct killer headlines that set the tone for your copy. It’s really not rocket science, but there is a certain artfulness to it. And YES you can learn to do it very well! You don’t need to depend on templates or the same old tired swipes for the umpteenth time either.

I’ll give you a few more tips and ideas for how to do that in today’s podcast. See you there!

Have you ever heard this expression?

“Water, water, everywhere, and not a drop to drink.”

It’s kind of like that with traffic on the Internet. It’s all around you, eight lanes of traffic racing along at top speed through cyberspace. But do they even know you’re there?

Hence one of the most important challenges in Internet marketing…driving traffic to your site. Whether you’re a copywriter, or someone who has a business presence on the Internet, this is a tremendously important aspect of your marketing.

And this certainly is one of the constant topics at any Internet Marketing seminar. And while you may not even want to become a major player in the world of “traffic control”, you at least need to understand the basics.

Two friends and colleagues I rely on for this are Sherman Hu and Perry Marshall.

Sherman’s all about Web 2.0 and an expert on using Wordpress to drive traffic. And of course, Perry is known around the world as “Mr. Google Adwords” with his Definitive Guide to Google Adwords.

It might really stun you to know how few of your potential clients are even aware of how to drive traffic to their sites. It’s super important to at least be able to have a basic conversation with your potential clients about this. Because the last thing you want to do is become responsible for an online sales letter that nobody is seeing, or buying from.

If your client doesn’t have a clue about this, you need to raise their awareness in your initial consultation. Because no matter how fantastic their product is, or what a complete marketing masterpiece your sales copy is…if there’s no system in place to drive traffic to the website, you’re just “winking in the dark.” They must implement strategic methods of unleashing a steady flow of targeted visitors to their website.

And the times they are a’changin.

Web 2.0 is a broad term being bandied about these days. But the fact is, you really do need to get an understanding of the far reaching ramifications of this. It’s all about building trust, establishing relationship, and becoming as “real” as possible in your marketing.

Enjoy today’s podcast!

As promised, today marks the kick off of the first new Podcast in many moons. I’m excited to be back with you!

Today I’d like to invite you to start thinking about your copywriting career in a whole new light. Not just as a business, or a way for you to make money. It’s really so much more than that. You see, when you get rolling with a successful copywriting career, it should become a LIFESTYLE for you. And it’s sure as heck isn’t about sitting on a beach, sipping a drink with an umbrella in it while you occasionally lift a finger to type a sentence or two on your laptop (though you CAN do that from time to time too if you choose!)

I’m talking about a lifestyle that puts your values and priorities front and center at all times.

A lifestyle that along with the fun, beautiful, and exciting times, allows you to fully focus on the inevitable valleys in life too, such as illness, family emergencies, and unexpected bumps in the road.

It’s widely acknowledged that most folks with a traditional j-o-b are only a paycheck or two from complete financial meltdown. If life throws you a curveball, you’re apt to be out of the game faster than you ever thought possible. I can remember those days very well, the days when you are constantly adding the numbers in your checkbook, trying like heck to stretch your two or three digit bank balance to the end of the month. It’s no fun, and in fact, it can be downright frightening.

Instead, consider the peace of mind you can have, when you know you have a skill so valuable, you can literally crank up the financial thermostat as needed. You can work as hard as you want, and see the profitable rewards piling up in the bank. You can scale back for a while, with the full assurance and security of knowing there is plenty of money to last you for a very long time, and whenever you want to, you can add more to the pot. It is SO worth it to put the effort into transforming your life this way. This past month brought that home to me even more powerfully than before.

Now, it’s time to show you another wonderful benefit of a muscular copywriting career!

Perhaps you think it’s out of place to spend some time showing you pictures of my new “world headquarters” in Arizona. But you see, in this blog I want you to have a chance to get to know me. That means giving you windows to look through to see how I do things, and why. And more than that, it’s meant as an encouragement that you really CAN get there from here! Only a little more than 2-1/2 years ago, I was as in the dark about copywriting as many of you may be right now. I can remember wondering if I’d ever understand the rhythm and flow of an effective sales letter. And now? Well, take a look at…

The 6-Figure Remodel

It all began when we were driving around indulging one of our passions–looking at real estate. And low and behold, we came upon a house sitting on half-an-acre, with a mountain view, and a TON of privacy. Plus, it had a separate 500 square foot office, AND a double garage, AND a separate shop, AND some wonderful possibilities for separate courtyard areas, AND it had enough room for guests, AND it had a fricking huge swimming pool AND it had plenty of room for the mobile office, AND…our accountant told us we needed a big fat tax deduction this year after her eyes bugged out of her head over how much my income had increased.

Only problem was this place was totally devoid of any personality in the decor. Bland, boring vanilla everywhere, horrible pink and white linoleum and pink and white bathroom tile (Hello 1960’s? Your TILE is missing and it’s at our house!) Plus, there weren’t enough patios, we didn’t like the grey cement porches, hated the window coverings, appliances, and gawd-awful flourescent lights and SIX ceiling fans in the living room and kitchen. It looked like an invasion from “Apocalypse Now” with the full onslaught of helicopters landing.

So, being the actionable kind of folks that we are, we bought the place at the end of December, and began tearing the beejeebers out of it in January.

Here’s a few pics of the demolition derby. Here’s one of the bathrooms. Should give you the general idea..

Here’s the kitchen AFTER we’d torn out everything, including the kitchen sink!

The new tile floor was in process, some of the new color was already on the walls (SIXTY gallons of paint to do the color scheme we wanted!), and the new fridge was sitting in place. Those ugly pantry doors are long gone, replaced by new custom built pantry with an Adventium oven. You can see the new dishwasher with towel over it in the doorway. The new Trivection oven and the SINK were in the living room! :0) We were waiting for the new cabinet install. Believe it or not, TOMORROW is the day we finally get our solid surface countertops installed. They had to be built in Tucson and trucked in.

Here’s a celebration moment when we finally had most of the remodel done. Note there is no longer one SPECK of vanilla left in this place!

Nice surprise, yes?

We’ve got big plans for “world headquarters”, which we now have dubbed Casa de Milagro (House of Miracles). We intend to host some very unique, intense, and inspiring small events here. If you come to visit, you’ll be welcome!

We’ve added a “baby” vehicle to the mix, with a Jeep Rubicon to go exploring in the desert. See the 6-figure truck? It’s working hard loaded with a full pallet of landscape brick for one of the new courtyards we’ve built.

Here’s the view from my new office…

Looking toward the office from the back door, and a quiet place to relax by the grape arbor…

A few more views of the back courtyard. (I swear right this very minute, I can hear Ron and Rusty thrashing around in the pool!)

All in all… It’s a Dog’s Life!

OK, that’s been fun! Hope you had fun too. But in all seriousness, please keep in mind what putting the effort into your coypwriting can mean to you. The possibilities are literally limitless. Take a few minutes to watch today’s podcast. And then start thinking about what it is you need to get where you’d like to go with your copywriting business.

Then please post your comments here. I’d really love to hear from you about what your stumbling blocks are with copywriting. What’s holding you back?

You’re not alone out there, even though it can feel like it sometimes. I’m right here. And I want to help you achieve the lifestyle you deserve.

Until next time.

Use the links below to watch the podcast!

I couldn’t resist a few more photos for you. :o)

Imagine yourself in a setting like this for 4-days. The “noise” of your day to day life whispers itself away, while your heart, spirit, and mind are rocketed into what is possible for your life.

Frankly, Sebasco Harbor Maine is a bit off the beaten track. So each person who attended had to put the effort into just getting there. But then again, that was the point. I wanted a special place that supported the inner journey, while creating the framework for a deeply personal and memorable experience. In other words, the perfect environment for each “Intensifier” to soak up knowledge revealed from the “inner sanctum” of my copywriting business, while clearly focusing on their unique potential.

And don’t let the tranquil scenery fool you. The Intensive was electric! You could practically hear the “brain turbines” roaring into action.

But I’ll keep this short and sweet, because the real stars of this post are the “Intensifiers”.

A fantastic group of both fledgling and more experienced copywriters, this intrepid group has formed a lasting bond. They continue to encourage, support, and mastermind together, a true testament to their commitment to success. Here’s our group photo on the sea wall…

And even better, here’s where you can see what they thought of their experience in Maine…

http://www.authentic-copy.com/intensives/intensifiers/intensifiers.html

Just “mouse” over the person you’d like to hear from, give it a few minutes to load, and join us in the cabin for a fireside chat.

OK, that’s it for now. Next: The 6-Figure Remodel (another glimpse at the fantastic options born from your copywriting success!)

I thought it would be helpful to take a short journey in the “a little way back” machine to recap what I’ve been up to. And of course, that means starting with the Authentic Copy Intensive in Sebasco Harbor Maine. I’ll be adding more beautiful photos from Maine to this very cool photo album as we go too.

The Authentic Copy Intensive was absolutely incredible. Mother Nature blessed us, because along with four days of brain busting content, we had picture perfect weather, as you can see!

The first photo is of the gazebo at Sebasco Harbor Maine. Every morning we walked through this charming little structure, on our way to the day’s session. In spite of nature’s allure, not one person wandered away during the day to frolic in the sunshine. I dubbed the attendees “Intensifiers” which proved an apt description for the energized time we shared together.

Ron and I reserved a 3-bedroom cabin for the event as well. It had a full on view of the bay, plus a massive stone fireplace that really enhanced our evening gatherings. Each day, after everyone had a bit of time to decompress over dinner, we’d regroup in the cabin for lively discussions, Q&A, and just some enjoyable time getting to know each other better.

You can see the mobile office parked right out in front. That was the “annex” for our event! One night we all crammed ourselves into it to watch a DVD we’d preprared for each Intensifier on our Sony flat screen TV (more on this later!). We rocked the house…literally! Fun times, but also an important time that cemented each person’s intention about the reality of their goals, dreams, and purpose for their copywriting business.

Here’s the lighthouse at Sebasco Harbor. The lighthouse is actually another choice for rooms, and few of the Intensifiers stayed here. The top floor has a fantastic 360 degree view of the harbor and surrounding grounds of the resort. Beautiful!

And of course, a trip to Maine in October wouldn’t be complete without a riot of fall color. This photo says it all…

So what, you may ask, does this lovely environment have to do with your copywriting business? Everything.

One of the reasons I chose Sebasco Harbor is because it represents the kind of lifestyle you can have when your life is fueled by a successful copywriting career. Gary Bencivenga said it best when I attended his seminar in New York City…“Why not the best?”

That’s what you should expect for yourself! And once you understand exactly how powerful developing your copywriting and marketing muscle can be, you’ll have the ability to chose what “the best” means in YOUR life.

I know how much you may struggle with that concept right now. But believe me, it’s all there waiting for you.

But let me be crystal clear on this point…

You’ll never get there alone, trying to figure out how to be a copywriter from a book. You won’t get there on sheer force of will or a truckload of postive thinking. You need a bigger, wider, and deeper view than that, one that encompasses the very foundation of the “who, what, why, where, and when” of writing copy. One that integrates HOW you think, WHAT you think, getting really razor sharp with your copy, and understanding the big marketing picture that incorporates the copy you write as one of a myriad of crucial aspects for a successful campaign.

You don’t need to be another Hemmingway.

You don’t need a college degree.

You don’t need to wait until Jupiter aligns with Mars, and someone annoints you a “real” copywriter.

You DO need to be willing to put in the effort, take the action, and invest the time, energy, and resources necessary to “get good” and get moving.

I’m going to do my darndest to help you get there.

Until next time…

I’ll show you how a blind guy and crazed copywriting maven took on a six figure remodeling job for a new “winter office” and got it all done in only three short months. It’s amazing what you can do when you’re powered by “intention!”

 

Greetings from “world headquarters” in Arizona!

And welcome to our brand new blog on Authentic Copy. It’s a work in progress, so think of this as something of a construction zone at the moment. Hope you’ll bear with us as we restructure this site.

This will be short and sweet tonight, but I wanted to let you know I’m back, and I’m ready to roll. The question is…are YOU?

But first…

Could be you’re wondering where in the world I’ve been. And the answer is…everywhere. From the birth of a new “baby” (in the form of a “next step” with my business) to the literal death of an important family member…Ron and I have been smack dab in the middle of…life. You know the feeling, right?

I’ve got sooooo much to tell you about, and I’m going to be doing that right here. In the days to come, we’ll be talkin’ copy, answering your questions, inspiring, surprising, and hopefully helping you along the road to your own successful copywriting career.

So for now, welcome. Feel free to add pertinent comments to this blog as we continue to build a community. Together we can make a place that is both welcoming to copywriters, and feeds your soul too. It’s all good.

Oh…and about my PODCASTS. Be watching for a brand new one this weekend! We’re gonna rock and roll this summer. :0)

See ya soon.

Tina

Does your copywriting career make you feel like you’re on top of the world? If it doesn’t, there’s definitely something missing.

Today’s Podcast is going to be different from the rest. It’s short, but should definitely get you thinking about what is possible in your own life, as well as in your copywriting career.

Things are changing fast in marketing, especially on the Internet. And if you think slamming a so-so sales letter onto a website is the be all and end all of where you can go with your copywriting, you are really missing the boat.

Frankly, people are sick and tired of the predictable sales message, written from some overused formula that immediately sets off the reader’s bullshit detectors. You must rise above being average with your copywriting if you really want to move into a new dimension of possibilities and success.

You can do it. But trying to do it on your own could be a losing proposition.

When you have the strategies and mindset in place that I’ll be sharing at the Authentic Copy Intensive, it’s like shining a spotlight on your path to personal and financial freedom.

It’s how I received an email today that began “We want to pay you more!”

It’s how I nailed down a huge project today, from the client who sent me this message, and opened the door to a whole new level of financial reward that will knock your socks off.

I’ll tell you all about it in Maine. If you are serious about growing your success as a copywriter, you need to be there. It’s time to decide if you are content to wish your life away…or step up to the plate with determination and action.

Join me now, in one of the most beautiful locations in America, complete with it’s own unique sound effects…and then consider what you’d like YOUR life to look like.

It’s time to decide if you’re willing to do what it takes so you can get there too.

See you at the top…

Today’s message is one of celebration, and a crucial point to ponder.

And if you are hanging on by your fingernails to the grind of an 8-5 scenario (a J-O-B…shudder!), you should pay special attention to this. Because your sense of security may be little more than an illusion.

But remember, the reassuring news is that with your copywriting skills, you already have incredible power at your fingertips to turn things around in record time. All you need is a roadmap to success, and I’ve got one waiting for you at the Authentic Copy Intensive.

Just click on the “Register Now!” button in the left margin of this page if you’d like to join us in Maine.

It’s also a message of celebration and thankfulness for a special anniversary. You see, Labor Day weekends have a whole new meaning to me these days, and I’d love for them to be significant for you too.

They can you know, and you can experience the freedom that brings to your life.

OK, that’s it for now. We’re wading through storage bins and boxes, stuffing things into a ridiculous little U-Haul trailer. That thing’s going to have to run mighty fast to keep up with the Six Figure truck!

Yep, Ron, Rusty, and I are poised to leave Arizona tomorrow on a joyful journey to pick up our new custom built mobile office. It should be ready to roll by September 15th, so we’re pretty excited to say the least!

I’ll be talking to you again next week from…well…how about you just view the Podcast now and I’ll tell you more about it. It’s going to be super cool!

Here you go…

What a great call last night! The lines were packed, and we rocked the house with some very specific information that really helped clear a path through the clutter. If you’ve been wondering about the new Mac Books, or confused about some issues with your copywriting, help is on the way right now.

I was even able to snag more time for the call, so we had time to answer all of your most important questions.

And the response to the call has been phenomenal! Here are a few of the comments we received last night…

Tina has more than just knowledge about succeeding as a copywriter. She has that rare quality, a sense of ethics. The more I study with her, the more I respect her not only as a brilliant copywriter, but as a person. Her holistic approach to writing for clients is one that I embrace whole-heartedly. I can’t think of a better mentor, teacher, or guide in the world of copywriting than Tina Lorenz. ~ Dorothy Pecson, Great Mills, Maryland

Tina, Great Seminar, Very, very informative. Congratulations! ~ Mike Edwards, Toronto, Canada

You and Derek did a first class job with your Teleseminar. I learned a great deal. Many things stand out from listening to you. I especially appreciated what you had to say about the “ethics” and “pricing” issues. Wish I had someone with your savvy to help me when I first started.” ~Jerry McNellis, Pittsburgh, PA

The teleseminar was great. Well done to you both. Very genuine and constructive. ~Adrienne Cranmore, Kirwee, New Zealand

The call was really motivating (just when I needed another boost) and I am all excited to get to Maine! Thanks! ~ Trish Lawrence, Seattle, WA

But if you weren’t able to make the call, no worries. We recorded the whole thing, turned it into an audio Podcast, and it’s now available to you right here as a free download.

I think you’ll find it well worth your time to listen to this. Just click on the button below and enjoy!