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Copywriting for the Web: Write Landing Pages Which Convert

December 11th, 2008    Subscribe To Our Feed

Want to learn a profitable Web copywriting skill? If you can write landing pages which convert (that is, make sales), you can name your own price as a copywriter. Here’s a vital tip: your landing pages should never stand alone, for best results they need to be part of a campaign.

Here are the essentials for writing a high-converting landing page:

* Your page needs an emotional hook to snag the reader;

* Your page must answer the reader’s questions;

* Your page must make taking action easy.

Supporting Your Page: Writing Naked Landing Pages Is a Mistake

Before you start writing, consider how you’ll support your landing page. Writing “naked” landing pages without supporting materials is always a mistake, and is the primary cause of low conversions. You must have supporting marketing materials for your landing page because at the end of 400 or 4000 words, you’re asking your reader to pay you money.

Your supporting materials warm up the customer, so that he’s more likely to buy once he reaches your landing page.

Many Web marketers support their landing pages with a squeeze page: asking the reader to opt in to an offer, before sending him to the landing page. While this is useful, because it gives you the ability to contact the customer again at any time, it’s far from the only supporting solution.

Write a Complete Campaign, With One or Several Landing Pages

Landing pages, which are also known as sales pages, developed from the roots of direct response copywriting. Because it grew from those roots, many copywriters are blinded. They think in terms of one landing/ sales page for a campaign, forgetting that on the Web, you can write as many landing pages as you need.

Think in terms of a complete marketing campaign for a product, rather than just a sales page.

Start with developing a primary theme for the campaign: what’s the product? Who will buy it, and why do they need it? Then consider how you’ll get prospects to your landing page/ pages. If you’re buying traffic for example, research keywords, and write a landing page for each Pay Per Click campaign.

Web copywriting is a new field, and you’ll write high-converting landing pages when you use the opportunities the Web gives you to warm up customers with supporting materials, and then create specific campaigns, rather than a single page.

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Get Copywriting Clients: Four Easy Ways

December 4th, 2008    Subscribe To Our Feed

Are you a new copywriter? Getting copywriting clients is easy because the demand for good copywriters is huge, so in this article we’ll look at four great ways to build your client list when you’re just starting out.

Before we look at our four easy marketing methods however, let’s do a little preparation. You need two things before you approach prospects: a bio, and a portfolio.

The bio is just a short third-person description of who you are: “Fred Smith from Any Town’s background in health and marketing prepared him to start his new Fred Smith Copywriting Service for… etc”.

Since you haven’t done any paid copywriting yet, your portfolio is a collection of samples. Just write some sample ads, and a sample press release and you’re good to go.

Tip: be HONEST. When you’re a completely new copywriter, admit it. It works for you. I’ve seen many new copywriters try to lie their way to a clientele, and it doesn’t work, because people see through you. People like working with beginners, it makes them feel good; so use your beginner status — it’s a plus.

Now let’s look at four easy ways you can get clients.

1. Start Where You Are: Talk to Business Owners

Start right where you are. Tell everyone (friends, relatives, acquaintances) that you’re setting up shop as a copywriter. People know people, and you’ll find business owners who are happy to hire you.

One new copywriter I know talked to the other mothers at her kids’ school, and got four new clients from a ten-minute chat to other mothers. Another new copywriter told his dental nurse he was looking for business. Not only did the dentist hire him, so did several other local business people.

2. Use Social Networking Tools Like Twitter

Sites like Twitter, Facebook and LinkedIn make it easy to build a large network and also to get clients. Get active on these sites and network with others, particularly with other copywriters.

I’ve been a copywriter for many years, and I’m not looking for new copywriting clients, but people often approach me with projects on the social networking sites. I’m happy to pass on the names of new copywriters I’ve “met” on these sites.

3. Pick up the Phone

This tactic always works. Pick up the phone and call local agencies and larger businesses. Make 100 calls, and you’re guaranteed at least five jobs.

Write out a short script before you start, then just keep dialing.

4. Write a Press Release for Your Local Media

Every new copywriter I’ve encouraged to write a press release announcing his new copywriting services business for his local newspapers and radio stations got clients. Please take notice of the fact that I said “every”. This tactic works, always.

Getting copywriting clients is easy. Use the four easy ways, and before you know it you’ll have a large copywriting practice.

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

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A Copywriting Trap to Avoid: Compost Heap Writing

November 26th, 2008    Subscribe To Our Feed

Wondering why your copy isn’t selling? “Compost heap writing” is a common copywriting trap you should avoid. Here’s how.

Firstly, let’s discuss what the “compost heap writing” syndrome actually is. I see this trap occurring primarily with new copywriters, but pros can fall into it too.

Compost heap writing is copywriting by formula: in layers, and it’s a real trap. Other copywriters will spot the formula instantly. Your target audience (if they read much beyond the headline) will simply sense that there’s something wrong; they may accuse the copy of being cheesy or hype-laden. They certainly won’t buy whatever it is you’re selling.

Here’s how to avoid this common copywriting trap.

1. Copywriting Is Persuasion: Outline Your Argument

Since copywriting is persuasive writing, you must make a logical argument. The only way to do this is to outline your copy, and look for gaps in logic.

Here’s an essential tip: copywriting is not about the WORDS. For years I recommended Swipe Files (samples of effective copy) to my copywriting students. I rarely do that now, because students focus too much on the words used, without thinking about the logic and emotional triggers in the copy.

2. Write Long, and then Cut, Cut, Cut!

Once you’ve outlined, write as much as you can. By writing lots of words, you’re stimulating your unconscious mind, and are much more likely to hit on the right words.

Then cut all non-essential words. Look for tautology (saying the same thing twice). Common tautologies include “free gift”; “forward planning”; and “new innovation”.

3. Read It Aloud: Do You Stumble?

You’ll spot a compost heap instantly if you read your copy aloud. Just do it.

4. Your Golden 24 Hours: Leave Time for Inspiration

Since all copywriting is persuasion, it depends on your writing’s flow for its effect. Leave your copy for 24 hours, even when you think you’ve completed a draft. When you approach it again, errors will jump at you.

5. Where’s Your Proof?

Compost heap copy tends to be long on hyperbole (”we’re the best!”) and short on proof. Testimonials are a form of proof. If your client hasn’t provided customer comments, speak to his buyers, and find out what words they use to describe the product, and how the product has helped them.

Avoid compost heap copywriting. Each copywriting project is unique; that’s what makes copywriting fun as well as profitable. Remember it’s persuasive writing, and when you persuade, you sell.

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