1. Never tell anyone that you are not busy and that you are
looking for work. (Clients want to hire those who are
successful, not those who are hungry.)
2. Always put your name, address, and phone number on every piece
of promotion you produce. This makes it easy for potential new
business to reach you.
3. Write a book. It positions you as an expert.
4. If you don't have the time to write a book, write an article.
5. When you write that article, try to sell it to more than one
publication. (You can change the title and a few of the
examples to tailor it to each publication's readers.)
6. Regularly mail reprints of your articles to your prospects and
clients. Attach a note or short cover letter to personalize
7. Advertise your services in magazines aimed at advertising pro-
fessionals. Try a variety of journals and different ads until
you find which ads give the best results. Also, try both clas-
sified and display formats.
8. Use direct mail to generate new business leads. A successful
mailing of only a hundred letters can often yield five to 10
highly qualified new prospects.
9. Create a package of literature describing your services, back-
ground, fees, methods, clients and so forth. Mail the package
to people who request more information in response to your ads
and mailings. Such a package is extremely useful in pre-
10. Some copywriters, such as the late Paul Bringe, have had great
success using self-published newsletters to promote their
services. Newsletters help build recognition and establish
credibility with a select audience (the people who receive
the newsletter) over an extended period of time.