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Here’s my process for creating taglines.
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“Copywriting Master Class – Ten Weeks to Copywriting Genius” – takes you from beginner to copywriting pro in a complete copywriting class.
Enjoy writing? Imagine starting and running your own highly successful copywriting services business, under the guidance of a top copywriter… or, if you’re in business, writing your own HOT copy…
Take this online copywriting training course to become a pro copywriter, FAST.
Read the full program description — you’ll discover what copywriting training can do for you. If you want to change your life, your new career can begin immediately.
How difficult is it to get started as a copywriter?
With a great copywriting training course, it’s amazingly easy. Even if you’ve never been paid for writing before, you can write copy, and get paid to do it. My copywriting ebook and coaching package Seven Days To Easy Money: Copywriting Success has been helping writers to start and run their own copywriting services businesses since 2002.
My bestselling copywriting ebook becomes a copywriting class: now you get my personal guidance as you write copy and get clients — it’s a complete online copywriting course
Over the years, I’ve often been asked to turn my copywriting ebook package into a copywriting class, for people who want direct, step by step, copywriting instruction – so I have.
This is your opportunity to get my complete guidance as you build your own copywriting services business in a ten-week copywriting class, in exactly the same way my private coaching students do.
Read the full program description – you’ll discover what copywriting training can do for you. If you want to change your life, your new career can begin immediately.
Begin your copywriters’ training today — I’m looking forward to writing with you. :-)
Join us for “Copywriting Master Class – Ten Weeks to Copywriting Genius”, which helps you to:
* Develop your own copywriting services business;
* Discover professional copywriting tricks, such as how to write copy fast, how to get clients to come to you, and how to write everything from advertisements to press releases and speeches;
* Learn the secrets of getting and keeping clients;
* Become a professional, trained copywriter.
I’ve had several queries about the coaching — yes, the training is complete. You receive coaching.
Join us. We’ll have lots of fun. :-)
Want to get started as a freelance copywriter?
I’ve had several “how do I get started?” questions from aspiring copywriters, so here are five easy tips you can use today.
(I’m serious. Make a note of these tips, and put them into action. Just reading them won’t help.)
I’ve been helping copywriters for years. Long before I start working with a writer, I can predict whether the writer is likely to succeed.
Here’s what the writers who become successful copywriters have, which the others don’t have: determination. They WANT to write copy, and get good at it.
They’re enthusiastic, and that comes through from their very first email message.
Take action… Get a piece of paper (or start a new computer file.) Write down five reasons you want to become a copywriter.
I’ve written copy for clients in areas ranging from fertilizer manufacturers to cosmetic companies. It just occurred to me that they might have something in common… :-)
I understood the fertilizer manufacturers a because my parents and grandparents were farmers. I love the land. As for the cosmetic companies, I pay for stuff to dab on my face and body, so I have an interest.
Over the years, I’ve turned down clients because I just didn’t like their business: a couple of clients in the adult area, and one memorable client who wanted me to write a newsletter on electrical conduits.
My point? You’ll be learning a lot about your client and what he sells. Stick with areas you know well, or can research.
Take action… Think about your life experience. What do you know? Can you write for companies in fields like business, technology, manufacturing? You’re just trying to gauge where you interests lie. Copywriters tend to be people who have an interest in almost everything, and are naturally curious.
I mean it. A teeny tiny, dinky little website. Use wordpress.com or blogger.com. No one cares, but you MUST have an URL you can give out to prospective clients.
Take action… Create a website. Now. Go and do it NOW.
I’d love to write copy for Apple. (Sigh…)
If I’m being realistic, I know I have as much chance of that as running a marathon, or of climbing Everest.
When you’re starting out as a freelance copywriter, write copy for anyone who asks. You can get choosy later.
Take action… Go browse the outsourcing sites. Bid on three projects.
Everyone knows someone; you’d be surprised just how easily you can get in touch with people who need copy written yesterday.
Once you’ve got your dinky website set up, tell everyone you know that you’re a new copywriter, and are looking for gigs. Make it clear that you’ll take on jobs as a learning experience, for minimal pay, as long as you can use the material in your portfolio.
Take action… Call five friends. Tell them that you’re getting started as a freelance copywriter. Ask them to mention it to their contacts. You never know where your first, or next, copywriting gig will come from.
You’re a new copywriter. You’ve been hired, and you’re eager to get started.
You open a new document in your word processor, and stare at the computer screen, hoping for inspiration…
After a few moments, the cursor’s still blinking, and you’re wondering where you’ll go for lunch. Maybe the new cafe on the corner…
You pull yourself away from thoughts of sandwich fillings.
“Headline,”, you think. “I need a headline.”
You click your way through the folder listings on your computer, looking for your trusty swipe file. You’ll find some inspiration for your headline there, you’re sure of it.
You’re going the wrong way.
You may well find inspiration for a headline in your swipe file, but you don’t need that yet. You need to understand your product, and its audience, first. Then you need to get on your audience’s wavelength, and ensure that you’re speaking their language.
I became a writer because I love reading; a copywriter because I enjoy exploring human behavior and language.
Copywriters sell, using words. Even if you’re writing a script, it all comes down to words. To craft words which sell to an audience, you need to understand your audience: their hopes, challenges, and frustrations.
Depending on the product, researching can be fun, or challenging. Start by asking your client to send you some representative marketing materials, as well as customer comments and questions. If you’re very lucky, and the product is popular, you can do some research on the Web.
Occasionally, research can be very challenging. For example, perhaps the product is completely new. No marketing materials, no customers, nothing at all.
If that’s the case, you’ll need to be creative. The product has competitors, and fits into a market niche. (If it doesn’t, the product has real problems, marketing collateral being the least of them.)
I’ve had a few copywriting jobs which needed lots of creative thinking. One job required me to write a brochure for a new pet food company; I couldn’t interview anyone from the company, and this was before the Web, so I had to be very creative indeed. I held my breath off and on for three days until the client signed off on the copy.
Depending on the job, you may spend a week or two researching, before you think about writing. Usually, you’ll come up with some wonderful ideas for copy while you’re researching. You’ll get what I call “the click” — everything will fall into place, and you’re inspired.
Sometimes inspiration won’t come, and you’ll find yourself where you started out, staring at your blank document, and the blinking cursor. You’re now primed with research however, and it won’t be more than a minute or two before your fingers start flying across the keyboard.
I love copywriting; it’s a wonderful career. Your success rests on your research, and speaking the language of your audience.
Not that I’m trying to do myself out of a job, but you don’t need a copywriter for basic advertising.
Think about the pain your products solve, and you’re good to go.
As I said in this blog post,Copywriting – Write Ads That Get Customers and Cash Fast | Angela Booth’s Creativity Factory:
“Got Benefits? Now You Can Use Headline, Pain, Solution, Action
Your ad’s headline does two things: it stops your customer in his tracks, and classifies him. When he stops and reads ‘Dog Arthritis? Your Faithful Friend Rests Easy On Our Dog Beds’, the customer will keep reading if he’s your target audience.”
Beck in the heyday of newspaper publishing, misleading headlines were common, especially in the tabloid press. Anything to sell papers.
Yes, readers were annoyed, but misleading headlines were so common they got used to it.
You’ll still find the occasional misleading headline in even the most reputable of newspapers.
If you decide to indulge in the practice online however, it will kill your business.
Trust is paramount online.
Never break a trust online. It’s death to your business.
If you’re wondering what set me off on this line of thinking, here’s the reason. Yesterday I wrote this blog post about ebook titles.
The title sells your ebook. It’s what catches attention. In copywriting terms, it’s the HEADLINE. If your customers ignore your title, they won’t read anything else. They certainly won’t buy.
Unfortunately, the temptation to get traffic with an attention-grabbing headline, no matter how misleading, is irresistible to some folk.
Titles are headlines. In a headline, you make a promise. You must keep the promise in the ebook, or whatever it is that you’re selling. Some ebooks I’ve come across blatantly break their promise to the reader.
If you want a successful business online, never, ever mislead.
Occasionally you’ll find that even with the best of intentions, you’ve managed to mislead a portion of your audience. You weren’t sufficiently clear in a headline.
Redo the headline.
Never knowingly mislead.
Apple has wonderful copywriters. Check out the headline above: Apple Smart Cover. One great idea on top of another.
I could weep with sheer envy…
But wait, there’s more Apple — Smart Cover — Cover up, stand up and brighten up iPad.:
“Great looks. And even better moves.
iPad is thin, sleek and flat-out amazing. So why hide it in a bulky case? The slim yet sturdy Smart Cover protects your iPad screen without covering up its durable aluminium back. So your iPad still looks and feels like an iPad — just with a little extra protection. “
Beautiful, just beautiful. The line “One great idea on top of another” resonates.
Kudos to you, Apple copywriters. That page is masterful. Totally inspirational to all copywriters everywhere.
Copywriting is a master skill for anyone who owns an online business. You need the confidence and the tactics to sell. If you don’t possess these skills, and fail to use the tactics, you’re crippling your business.
Let’s look at three profitable copywriting secrets you can use to build your business today. Learn these three essential tactics, and use them in every piece of copy you create.
With an irresistible offer, you don’t need major skills. Without an irresistible offer, all the skills in the world won’t help.
If you’re writing your own copy, think carefully about your market. Make them an offer they can’t refuse. If your offering is similar to others’, differentiate it. You must make your offer a complete no-brainer.
For example, let’s say you’re selling a notebook computer. Margins are low. Therefore, if you try to base your offering solely on price, you’re heading for bankruptcy.
Make your offering irresistible by adding value. The value-add you choose will depend on your market. Let’s say you’re targeting the student market. You could include a free notebook sleeve, three thumb drives, free online storage…
If you’re writing copy for others, think about the offer carefully. Copywriting is much more than writing creative copy. It’s selling. Help your client to sell, and not only will you get repeat business, you’ll also get more clients.
“24 hour” sales are popular for a reason. They nudge people to buy. Time-limited offerings always work.
Use your ingenuity to come up with a “buy NOW” reason.
However, don’t trick buyers. Once you’ve lost buyers’ confidence, it’s almost impossible to get it back.
Big companies spend millions of dollars to get celebrity endorsements. They do it to engender confidence in buyers. They know that sports stars and movie stars get attention, and create a halo effect on products.
You can engender confidence in many ways. For example, you can offer free samples, or offer a 30-day trial. You can post testimonials.
Have you noticed that our three profitable copywriting tactics had nothing to do with words?
Copywriting is selling. It’s not creating smokescreens with words.
When you craft an irresistible offer, give customers a reason to buy now, and engender confidence, you’ve created an unshakeable foundation for your copy. Profitability is inevitable.
Copywriting is writing for business: promotional writing. Copywriters write material like advertisements and they’re VERY highly paid.
Would you like to write your own copy, so you’re never at the whim of a copywriter?
Learn copywriting skills with top copywirter Angela Booth. Learning copywriting is easy, and you can use your skills in every phase of your business.
“Copywriting Master Class – Ten Weeks to Copywriting Genius” gives you a comprehensive copywriting course – learn powerful copywriting skills and use them for your business, and write copy for others too.
If you have an online business, you’re a copywriter, even if you don’t realize that you are. You write emails, Web content and other sales material every day: you write to persuade. To make your copy more compelling, use winning words.
I’ve been a copywriter for almost 30 years. I love writing copy, because I love words. While other copywriters keep swipe files, I keep collections of words. My word lists are divided into sections which are effective for certain types of copy. Just by reading those words, I can easily get into the mood to write.
I commend this practice to you. Build your own collections of words.
Here’s how to use them.
Start by thinking about your product. Then try to get into your audience’s state of mind. What challenges do they have? What do they want the product you’re promoting to do for them? What objections do they have?
For example, if you’re describing a product with which they’re unfamiliar and which they fear may be difficult to use, consider using words like: “simple, practical, step-by-step, and shortcut”.
When you hit on the right words, you’ll know it: Apple’s Steve Jobs chose the perfect winning words when he introduced the iPad as: “magical and revolutionary.”
In addition to choosing the right words, be aware of transitions. Your copy should flow from one paragraph and one idea to the next. Start a collection transitional phrases.
Here’s a sample of transitional words: “essentially, in brief, we don’t stop there, no doubt, what else, remember that, and consider”.
Become aware of the advertising that you read. Analyze the words. Watch for the transitional phrases, and persuasive words which are used. If you like a word or phrase, write it down in a notebook. Soon you’ll have a great collection.
Copywriting is all about words. Become a word collector and you’ll always have winning words which will add punch to your copy.
Like to break into copywriting? Copywriters make high five figure incomes, even in their first year.
With Angela Booth’s easy online training, you write from home, and earn as you learn.
Learn copywriting online: it’s fun and easy.