Seven Days To Easy-Money: Copywriting Success

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Copywriting - 4 Secrets of Top Copywriters

August 31st, 2008    Subscribe To Our Feed

Want to become a top copywriter? In this article, we’ll look at four secrets of the top copywriters, and why they make ten times more than you do.

Let’s start with considering what a copywriter does. A copywriter writes “copy”, which is usually sales material but may also be longer material like speeches and company reports.

Top copywriters:

1. Specialize - Specialists Are Worth More

Top copywriters always specialize. A copywriter may specialize in a highly paid area like health copywriting, technology copywriting, or direct response. He may specialize because he already has training in that area, or because he deliberately targets an area, and gets training.

2. Get Known - They Ask for Testimonials

Top copywriters build their business on the results they get for clients. They ask for, and get, testimonials. In many cases, the wording of a testimonial is agreed on even before the copywriter starts work on a project. For example: “___________ achieved a 10 per cent response rate; our previous best response was three per cent.”

They focus on getting testimonials which confirm the results they’ve achieved because they know that nothing succeeds like success.

3. Market Consistently

A friend who’s a specialist copywriter has been advertising in the same trade magazine for the past three years. He’s very busy, and highly paid, but he keeps advertising. He says: “I advertise to keep my name out there. It’s good for past and current clients to see my name, and of course it brings in new clients.”

Not only does he run advertisements, he also attends conventions and trade shows, and sends out a monthly newsletter.

The rates he charges are astronomical, but his clients are happy to pay them, because they want to hire the best, and his marketing reassures them that he is indeed the best.

4. Build Their Portfolio

Top copywriters build their portfolio. A strong portfolio - examples of past work - brings in new clients. However, that’s not its only function - it’s also a record of achievement.

A top copywriter takes pride in his work, and aims to improve his work year by year. His portfolio is a record of the milestones he’s achieved, and he knows that his personal best is always ahead of him.

Copywriting is a field which offers limitless opportunities. Use the secrets of the top copywriters in your own endeavors, and you’ll be amazed at your own success in years to come.

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Copywriting - Winning With Online Press Kits

July 30th, 2008    Subscribe To Our Feed

One of the most interesting tasks you’ll take on in public relations (PR) copywriting is developing an online press kit.

In days gone by, press kits were lavish productions, packed into glossy folders, with equally glossy photographs and brochures. They usually contained a goodie for journalists too. In my tech journalism days, a particularly memorable goodie was a pair of Ray-Bans sunglasses.

Those days are over. Nowadays, journalists expect press kits to be delivered on the Web. Press kits contain PDF files, high resolution photographs, audio interviews and transcripts, and even videos.

In the past, a physical press kit was part of a media event, these days however Web 2.0 social networking tools like Twitter and Facebook are used to win not only journalists’ interest but also the interest of bloggers prior to the launch of the press kit, so it needs to contain all the information those audiences need.

So how do you construct an online press kit?

Let’s look at a step by step process.

1. Firstly, find out what the goal is for the press kit. A press kit is created to launch a product, highlight an initiative of a company, or explain (spin, that is) a blunder.

Once you know what the press kit’s goal is, you’ll have an idea of the kind of information you need to include.

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2. Your next step is to gather the material. If you’re writing for a long-established company, much of the material for the press kit will be available, but it may not be in a suitable format for the Web. For example, company backgrounders and biographies of the company’s principals may be in brochure and booklet format.

You’ll need to rewrite these, repurposing the content for the Web, ensuring that the Web pages include keywords and page titles and descriptions, so that they can be indexed by the search engines.

The online press kit will also offer key documents in downloadable PDF format, so these documents need to be created, ready to be put online.

You’ll also arrange for company principals to be interviewed, so the audio files and transcripts can be added to the online material.

3. Do you need to include video? Chances are that you will, so you need to script the video, and arrange for it to be shot, and edited. The full length video file will be added to the online press kit, but a snippet will be used on video sites like YouTube, in the media campaign to launch the press kit.

So there you have an outline for creating a winning online press kit. What the kit contains is up to you, and using multimedia tools will ensure that your kit meets your client’s goals.

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Copywriting - Postcards with Punch

July 22nd, 2008    Subscribe To Our Feed

Want to learn how to write postcards? Postcards are the poor relations of the direct response copywriting world. But done well, they can bring a tsunami of sales to any business.

The easiest way to learn how to write postcards is to write several for your copywriting services business and send them to your mailing list. (You do have a list, don’t you? If you don’t, start collecting contact details today.)

Before you start writing, realize that postcards have drawbacks, so they’re not appropriate for every sales message. Only use a postcard when you have a discrete, time limited offer to send to clients with whom you already have a relationship - don’t use a postcard to create a relationship with prospects.

One, Two, Three - How to Write a Postcard

Let’s write your postcard in three easy steps.

1. What’s the Offer?

Whether your postcard will succeed or fail depends solely on the offer. You want a great offer that forces your prospect to act - to pick up the phone and place an order, for example.

You must make every word count, but ensure that your offer is so wonderful that a prospect would be a fool to bypass it.

In addition to being a great deal, your offer should be time-limited.

For example:

* “Forty per cent off on our bestselling line of Blue Widgets, five days only”;

* “Upgrade for free - three days only”.

2. the Headline Isn’t the Main Thing - It’s Everything: Think Benefit

The headline must contain the offer, and it must be clear. Please don’t try to write cute, or arouse curiosity. Cover the offer and the benefit as simply and clearly as you can.

3. the Body Copy - Explain Your Offer, and Why It’s a Great Deal

The body copy only exists to explain the offer as briefly as possible. If your offer needs too many words, it’s not suitable to send as a postcard.

So there you have it - three simple steps to write postcard copy with punch. Send out a postcard to your mailing list this week. You can then suggest postcards to your copywriting clients - they’ll love the sales postcards generate.

Become a Copywriting Master Fast

Copywriting is writing for business: promotional writing. Copywriters write material like advertisements and compared to most writers, they’re VERY highly paid.

The explosion of the influence of the Web means that copywriters are flooded with offers of work. Even new copywriters find it easy to get copywriting gigs and to build their copywriting services business.

If copywriting intrigues you, join me in my Copywriting Master Class. I’ll take you from copywriting novice to pro.

“Copywriting Master Class - Ten Weeks to Copywriting Genius” gives you a comprehensive copywriting course, as it helps you to set up your copywriting services business.

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Copyright © 2008 Seven Days To Easy-Money: Copywriting Success

Credits: Seven Days To Easy Money: Copywriting Success | Matteo Turchetto | Andreas Viklund