Many of you have asked me about the time I spent as Bill Glazer’s copywriting apprentice. Personally, I think you want to know some sort of inside scoop on Mr. Outrageous Advertising… sorry…I got nuthin’…lips are sealed.

Seriously, working for, and with, Bill was one of the greatest opportunities I have ever experienced. You see, I had been a fitness instructor and personal trainer for years. The only real marketing or writing I had under my belt was a few lumpy mail pieces and emails trying to drum up corporate wellness accounts, and a  sales letter or two for Barry’s biz.

When the apprenticeship came along and Bill shared this incredible skill with me I honestly think I saw a light. You know, like someone pushed life’s B.S. clouds out of my face and it became crystal clear what I should be doing with my life…making a lot more money! That and honing a skill that will forever keep me on my toes, teach me new things (how many people can say they just became experts in mineral make-up, sleep apnea and insurance marketing all within a couple of weeks)? This satisfies my need to create…and oh, and did I mention make me more money?

Well, I can go on and on about my time with Bill but I actually want to leave you with the winning idea that made my application stand out from all the other 100+ applicants seeking the apprenticeship. If it was good enough to grab Bill’s attention, (and you know he’s seen it all) I know it will get the attention of your prospects and customers too.

HOT CHICK IN A BOX!

I knew I had to go big and I knew it had to be completely different than your average lumpy mail, flashy envelope or tube mailer. So, I thought to myself, “where can I get outrageous stuff?” Spencer’s Gifts in the mall of course…(I lived in a small town in Indiana, that’s as outrageous as we get)!

There’s some pretty scary stuff in there but what I ended up with was one of those blow up bachelor party dolls …the nice bride, not the gross one. I blew her up, taped the application letter to her chest and taped a box of Ex-Lax in her hand. The headline read ….“How one SMOOTH MOVE can make your day run better! GUARANTEED!”…it went on to say something like….”Well, you could use the enclosed product…or…hire me as your apprentice and I’ll get your day to day running as “regular” as a new born baby. (Ok, so that’s a bit gross but you’re getting older and I needed to get your attention!) Now let’s get down to “business”. (Sorry…I just can’t stop myself). My name is Darlene Nicholson…”.

I placed her inside a big TV sized cardboard box, punched “air” holes in the sides and wrote in huge letters….”HOT CHICK INSIDE”. Let’s just say THAT got his attention!

As you can see, I showed my personality and then some (makes you wonder about me huh)? I wasn’t following a formula and I was certainly thinking out of the traditional copywriting box. You can do this too….or even better. You can pay me to do this for you…lol. (I’ve never been one to beat around the bush).

So keep your eyes peeled for new and creative grabbers and mailing ideas. Obviously your budget and customer value will come into play here, but ideas are everywhere. You just gotta look and forgoodness-sakes don’t be boring!