Copywriting Master Class Offering: Limited Time

[catalog-product name=’Copywriting Master Class – Ten Weeks to Copywriting Genius’]

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. :-)

Copywriting: Speak the Language, Then Sell

Advertising Writing

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.

STOP. Please.

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.

Research first, write later

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.

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Copywriting for Your Business: Hit Your Targets

You’re a business person. You don’t have the time and money to hire a fancy copywriter. That’s fine: with just a little forethought, you can double and triple your business’s profits when you develop a professional copywriter’s mindset and write copy which sells.

Here are three tips which will help.

Start with the copywriter’s mindset: What’s In It For Me (WIIFM).

1. Less Is More, Remember WIIFM

When you’re in business it’s natural to approach everything you do from the point of view of your business. However when you’re writing copy: writing to persuade, you need to approach everything from the point of view of your customer. Your customer is only interested in what you can do for him.

Therefore remember that the acronym WIIFM: What’s In It For Me.

Remembering WIIFM is especially important when it comes to your website. You should immediately remove everything from your site’s pages which isn’t focused on your customer. For example, many businesses have a lengthy welcome messages on their homepage. But consider the homepage of Google. Google’s home page is completely customer focused.

2. Build Your Customer List, and Use It

Do you collect customer information? Your customer list is an important business asset. However although many businesses collect customer information they fail to use it.

If you don’t already have a customer list start to build one today and use it as often as possible to stay in touch with your customers, while remembering their viewpoint of WIIFM.

When you communicate with your customer list with the view to helping your customers, and you’ll never be accused of spamming — and your profits will rise.

3. Give Them Exactly What They Want: Create Ads with Specific Landing Pages

Customers want what they want when they want it — immediately. If they don’t see exactly what they want within a second or two of reaching a webpage, you’ve lost them.

If you check your website referrer logs, and your bounce rate is over 50%, it means you’re losing 50% of the traffic that’s coming to your website. Usually this is because your site visitors visitors don’t immediately see anything relevant to them. They won’t explore your website hunting for information, it’s much easier to hit the back button.

Remember relevancy in all your advertising. When you create an ad, whether it’s for online or off-line purposes, create a specific landing page for that ad. Make the landing page truly relevant; answer every question your customer has on that page, and your bounce rate will go down. This means that more of your site visitors will stay on your site and your profits will increase.

Copywriting for your business is a matter of approaching your business as your customers do. Start thinking from the point of view of your customer and you will double and triple your profits because you’ve developed a professional copywriter’s mindset.