The Confident Copywriter

Posts Tagged ‘copywriters’

A member of The Copywriters Business Network recently wrote and asked, “What is a white paper? I hear about this a lot but I’m not really sure what it is.”

The first thought that popped into my head was a quote, “White papers are articles on steroids with a slant.” (That’s from the “Grandfather of White Papers”, Michael Stelzner.)

Stelzner’s classic, How to Write a White Paper, reveals the elements necessary for white paper success, which include:

• Outlining the problem
• Evaluating the problem’s historical background
• Offering generic concepts to provide solutions and benefits
• Introducing a unique solution to the problem

All of this got me thinking…where does the term white paper come from?

So I did what any self-respecting writer would do. I looked it up!

According to Wikipedia:

“In the Commonwealth of Nations, “white paper” is an informal name for a parliamentary paper enunciating government policy…White papers are issued by the government and lay out policy, or proposed action, on a topic of current concern. Although a white paper may on occasion be a consultation as to the details of new legislation, it does signify a clear intention on the part of a government to pass new law. By contrast, green papers, which are issued much more frequently, are more open ended. These green papers, also known as consultation documents, may merely propose a strategy to be implemented in the details of other legislation or they may set out proposals on which the government wishes to obtain public views and opinion.”

This is a bit different than the type of white paper we’re talking about, commonly used in today’s marketing to interest investors, drive sales, influence industry opinion on emerging technologies, or present a new doohickey. (That’s right. I said doohickey.)

A white paper looks and sounds rather scientific, even clinical. Packed with references, college-level words, and even evidence, the white paper is, however, a sales tool in a fancy costume.

The basic white paper is a specialized report that addresses one or more issues in a specific industry and offers solutions. A white paper is educational, not salesy…and yet, sales is a goal, secondary to providing relevant topic information.

A white paper is commonly used in political, business, and technical arenas– although many other businesses also use this format to achieve several goals:

• Describe an issue
• Offer the solution…(generally their own product or service)
• Educate the reader
• Elevate their company’s visibility to expert status
• Subtly sell their solution

Writing white papers is a skill unto itself. Copywriters like Stelzner specialize in crafting white papers because it’s lucrative and interesting. It’s not for everyone, but it is one niche in which you can specialize.

Have you written a white paper? What do you think about specializing in this niche?

What do freelance writers and copywriters want? How about great clients? High paying work? Satisfying challenges? More freedom? As I speak with writers each day, these are the goals I frequently hear about. After all, most of us got into this business to have more freedom, greater control over our workday, and a satisfying, challenging career that is also financially rewarding.

You know…just like all those marketing letters promise.

Oh, if only it were so easy.

I know and you know…freelancing is hard work. You’ve got to bring home the bacon, fry it up in a pan, and be the man. (Sorry, ladies. You know what I mean.)

This is why I’ve created reports and placed them on my blog here for your…ahem…reading pleasure. I said I wasn’t going to do this. I wasn’t going to ‘sell out’ and fall into the vast boiling vat of copywriting information providers.

But I can’t help myself. There is so much information that is downright incorrect, misleading and false. Then there is an entire catalog of information that is completely self-serving. And then, there is quite a lot of really great information, but you’ve got to sell a child to afford it.

If you’ve been following my blog, you know I’m all about free help for copywriters. In that spirit, many of my reports are free. In some cases, the information is specialized or took quite some time to put together, so I unfortunately must charge for these reports, but I’ve done my best to keep the cost nominal.

As I’ve often said, I’m not in this to get rich. I’m in it to get real.

I hope you’ll join me, because it’s all about you. Simply click on Download Valuable Reports to see available titles.

What types of free reports would you like to see available here at The Confident Copywriter?

You are in the midst of purchasing an item online. Before you hit submit, a box pops up…“Buying ABC today? Get XYZ at a huge discount!”

You are buying athletic shoes at a department store. The salesperson suggests a cleaner “made especially for this type of shoe.”

You are ordering a meal at a restaurant. The waitress asks, “How about a soup or salad with your meal?”

You’re at a fast food counter. The kid with yellow arches on his hat says, “You want fries with that?’

These are examples of ‘upselling’, a soft approach to helping clients enjoy greater value from your products and services, while increasing the dollar amount of each purchase.

Have you ever considered applying upselling techniques to your own freelance writing business? If not, you’re missing out on a great opportunity to serve your customers well and increase your revenue…all without even breaking a sweat.

Here are a few ways to incorporate upselling:

Sell your client on a new product or service. People want to buy…you just have to give them a reason. Your client asks for articles? Tell him you can help put some sizzle in his website copy too.

Sell an enhanced version of a product or service. “Mr. Client, after I create your new content, I’ll edit it to perfection. It will be all ready for you to use. And the additional cost is nominal…”

Sell the same service, but in a different area. Normally, your client orders website copy. Then you discover another department handles the web copy for a different website the company owns. You’ve just uncovered a whole new department to sell to!

Bundle your services with discounted pricing. Sell similar services together…articles and website copy, for example; or a sales letter and a ‘free’ report. Then discount the total cost slightly. Everyone loves a deal!

BOGO. Choose several key times during the year to put your services “On Sale”. The “BOGO” concept (Buy One Get One Free) or the “Half Off” concept (Buy One, Get the 2nd Half Off) both work well. I’ve used them; my coaching students have used them…clients begin to save up projects, so when the deal comes around, they’ve got lots for you to do!

Meet your clients in person. As copywriters, we work in virtual worlds. Occasionally, though, a client is in your own backyard. So take him to lunch! Meet her for coffee! Face to face meetings are as valuable for copywriters as the golf course is for CEOs.

Regularly ask for referrals; then upsell the new client. Make a habit of asking clients for referrals. If they truly like your work, it’s no problem. A client who regularly orders case studies will probably refer you to new clients who want case studies. First, thank your client with a special offer; perhaps buy one free case study with the next one he orders. Upsell the new client too. “Sue, Joe thought you could use my services. You’re looking for case studies? Great! Did you know I also offer…”

Don’t fall into the trap of believing you have nothing left to sell your client. What you’re really saying is:

• You haven’t established a sufficient connection with the customer
• You’ve failed on the follow up…the client has forgotten you
• You know your customer is somehow irritated – you don’t want to ‘start something’

These statements simply mean you’ve failed to establish a bond with your customer that brings obvious value to the relationship.

Here’s the takeaway: Selling your services to your customers goes far beyond getting a project, completing it and moving on. When you treat your customers like wallets, you fail to establish yourself as a trusted advisor. You’re simply ‘a writer’. There are a million of those.

Have you taken advantage of upselling? Why or why not?

OK. I hear you. You should know by now whether copywriting is a profession that appeals to you. We’ve discussed finding clients (although there is so much more to talk about), and we’ve talked about having the necessary skills. I can hear you shaking your head, saying, “Yes. Yes! I know! Now tell me about the money!”

So here it is. You can make a few thousand a year, or six figures. Like any profession, you get back what you put in. Some copywriters start their businesses while still working full-time at another job. Some begin out of necessity, such as after a layoff. Others make a commitment to the industry, and jump in with both feet, eyes closed and hoping not to drown. It doesn’t matter which way is best for you. But the way you ultimately choose will affect how much money you make. And your ability to watch, listen and learn will have a big impact on your income.

So, unfortunately, I can’t tell you when you’ll start to make money, or how much you’ll make. But I can tell you this: my first year in business, I spent most of my time figuring out how things worked. I made a lot of mistakes. So, I made a few thousand my first year, but I was proud of that, and it gave me the confidence to carry on. If this sounds like you, don’t give up!

Here’s the bottom line: You’re going to research the copywriting industry, and just about everything you read will tell you how much money you can make in this business. Many websites selling information products for copywriters will paint a picture of you, sitting on the beach in Bali, sipping whatever they sip in Bali, with super-hot people waiting on you and your limo driver slightly off in the distance, waxing down your expensive ride.

Back to reality, people. Yes, you can actually make a small fortune in this business. There are many ways to get there. But in your first year, don’t expect to go in, guns blazing, and trump the competition. Even if you have tremendous skills, there’s a definite learning curve.

The best way to build a solid business is to go slowly. Learn each step as you go. Make sure you understand what you’re doing and why you’re doing it. Talk to successful people. Network with experts. Take some courses. (Michael Stelzner’s Copywriting Summit is excellent for beginners.) Read books. Study the experts’ websites and promotional materials to see how they do it. Ask questions, ask questions, ask questions. You’re bound to feel a bit lost at first, but it will all come together, I promise.

Many people call themselves copywriters. Not all copywriters are successful, however. Copywriting requires a specific set of skills unique to the field. Some of these skills can be learned. Some are inherent.

For example, to work as a copywriter you must be able to write. Sounds funny, doesn’t it? However, no matter how strong your desire to work as a copywriter, if you don’t possess great writing skills – not basic skills, but great skills –you may want to look for another profession. We’ll talk about common errors many copywriters make in another post, but this is a crucial point.

Successful copywriters are excellent multi-taskers. You’ve got to be, because you’ll manage several projects at one time, especially in the beginning, when you’re just getting your feet wet and your rates are on the low side.

Copywriters set their own hours…this may sound like your dream job, especially if you’re currently slaving away for a boss. But there is a downside if you are not highly disciplined. Additionally, you must be available to handle an occasional off-hours panic call from a distraught client. It doesn’t happen a lot, but it can happen. So, the successful copywriter must be flexible.

Additionally, you must be strict about meeting deadlines. When you miss a deadline, your client may miss deadlines others have set for him or her. This sets off a chain reaction, but the finger will always point back to you! Not good for business…so always set deadlines you can keep.

The successful copywriter is confident in his or her abilities. Clients want to be assured that you can achieve the results they seek…the results you’ve promised. This industry is not for the faint of heart!

Copywriters are independent professionals. You’ll likely work out of your home, and you’ll wear many hats: copywriter, business manager, customer service professional, accountant…it goes with the territory. So, along with great writing skills, you must have good business management skills. This skill set can be learned over time, but you need to know some basics to make sure your business doesn’t crash before it gets off the ground.

If you’re just getting started and need help getting it right, drop me a note.

Copywriters are often referred to as “freelancers”, and we are. Yet, the term ‘freelancer’ can refer to any writer or artist who independently sells their services to a variety of employers without engaging in long-term contracts. Therefore, underneath the ‘freelance umbrella’, we might find graphic artists, logo designers, web programmers, SEO professionals…as well as copywriters.

Copywriting requires different skills than those needed for other types of writing. If you want to write the next great novel, develop a killer dissertation, or create a technical manual, these are all good projects…but they have nothing to do with copywriting.

Copywriting is the skillful use of words to promote a business, individual or concept. In other words, promotional writing. The goal of good copywriting is persuasion…when a client comes to you for copywriting assistance, he or she is really asking you to convince readers to buy the client’s products or services. Therefore, copywriting may include writing website copy, product descriptions, free reports, white papers, email blasts, articles, ebooks, press releases…and more.

Website copywriting is not only designed to persuade, but to drive traffic (buyers) to the client’s website. A key objective of website copywriting is search engine optimization, the process of helping the client achieve a higher search engine ranking through the use of repetitive keyword, strategically placed throughout the copy.

Need additional help getting your copywriting business going strong? Feel free to contact me for one-on-one assistance.