From The Golden Thread Mailbag …
Self-Promotion Letter

Hi Pat-

In The Golden Thread, you advised Rebecca to not draw attention to the fact that she’s a novice copywriter. However, Cathy Cairns’ & Vic Elias’ self-promos both announced that they were new, and they’ve had good responses.

I’m just wondering which method to follow, now that I’m working on my own self-promo. I’m in the same situation as Rebecca.

I’d like to request spec assignments for renewals, inserts, lift notes & other short copy from my target markets. Do I need to send the 6-page self-promo I’ve come up with, or just a short letter?

Thanks for your help,


Hello Edith,

I still say that you shouldn’t bring unnecessary attention to the fact that you are a fledgling copywriter. You’re not under any obligation to do so. Let your work samples stand for themselves.

Yes, Cathy Cairns did it in her self-promotion letter. But what she was doing was completely different from what Rebecca was asking about – and it is the exception to the rule. Cathy wrote a 13-page promo about herself. It served as an excellent example of her work.

If you’re going to write a 13-page self-promotion letter with a powerful USP, then you too can get away with telling potential clients that you are new to copywriting. However, if you’re sending them a one page query letter with some samples, I would leave it out.

As far as if you send a long or short letter, I would test both.

Thanks to one and all. Keep those emails coming!


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Published: June 19, 2006

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