The Confident Copywriter

Posts Tagged ‘copywriting’

CNNMoney recently ran an article about fast food chain Subway’s plans to offer breakfast.

Working from home, my 15-second commute to ‘the office’ includes a 10-second trip to the ‘lunch room’ for breakfast. So I don’t worry about such things.

However, the analysts quoted in this article made some excellent copywriter-worthy points. Herewith, condensed versions of each, and my take:

1. …getting morning people to think of Subway rather than their regular corner deli or drive-thru will be one of the biggest challenges. … the restaurants can’t just serve customers; they have to get them hooked.

Copywriter Translation: How to get customers to choose you in a huge sea of competition? Don’t just “do projects”. Build a loyal customer base. Loyal customers don’t change their minds based on discount coupons.

2. People want their morning meal to be fast and easy….Subway…has locations everywhere. ….[but] almost no drive-thrus… …hungry breakfast seekers don’t want to leave the car.

Copywriter Translation: Fast, easy, convenient, consistent…these fast food hallmarks can work for you too. Make things easy for your customers. Creatively consider and solve their problems. Be prepared. Deliver excellence.

3. Building a customer base for breakfast takes time. Stifel Nicolaus analyst Steve West [says],”They’ve got to come up with something to top [the $5 footlong].”This is their opportunity to get more sales out of the box again.”

Copywriter Translation: When was the last time you updated your operations? Are you doing things ‘as always’? Has your customer base grown? Do you worry obsessively about getting paid, or keep your eyes peeled for out-of-the-box solutions? Do you ever ask your customers what they want?

4. Subway has to get people to think of its restaurants as more than a sandwich place… “Build your better breakfast,” is the new slogan that’s supposed to capture that attitude.

Copywriter Translation: Do your customers know what makes you special? Do you know? Can you sum it up briefly? Is the message strong enough to drive new business?

5. Since Subway’s not known for breakfast, it’s collaborating with a brand that is by serving Seattle’s Best Coffee.
Copywriter Translation: What collaboration might boost your business? Teaming up with a busy web designer to offer website copy? Working with another copywriter, or two, who have complementary strengths? Choose well and this may be your ticket to greater success.

What it All Means

In the end, cooking up the eggs might be the simplest part of the venture. “There aren’t a lot of things you have to do right,” says Senatore, “but you have to do it [all of it] well.”

Copywriter Translation: Basic copywriting is not difficult. But then we pile on specialized skills, tools, techniques, strategies and tactics…suddenly, copywriting gets complicated. ‘Doing it all well’ isn’t so easy. What are you doing to improve your skills?

                      As freelance writers and copywriters, we read tons of information about how to go after ‘higher quality’ clients — in other words, the client with deeper pockets who has a better grasp of what it means to work within the freelance environment. It’s the Holy Grail, isn’t it? Having access to a wellspring of loyal, Fortune 500 clients who regularly come back for more? And yet so many of us seem to struggle to achieve this goal. It’s the #2 concern of freelance writers, according to my informal February survey.

I know this is nearly a blasphemous thought but…maybe we’re worrying about attracting the wrong companies.

According to the 2010 Content Marketing Spending Survey conducted by Junta42*, and disseminated by HubSpot, the use of content marketing is growing. But not in the way you think.

33% of the total marketing budget among all companies goes to content marketing. This is up by 11% from 2009. (Is the economy recovering, or are companies risking spending more to create greater balance?)

More interestingly, companies with 99 employees or less spent 40% of their marketing budget on content marketing compared with 18% spending for companies with more than 99 employees.

Wait. What? Small companies are spending more than large companies?

Perhaps we copywriters are having a positive effect on the market after all.

Or perhaps smaller businesses are simply catching up and wising up to the fact that content is and always has been king. Engaging, relevant content in the form of website pages, blog posts, social media marketing, case studies, white papers, reports, newsletters…are now required to magnetize, build and preserve customer and prospect relationships. The client can go ahead and bang his head against the marketing wall as much as he likes…in the end, he’s got to have great content. That’s good news for writers! (And also a lesson to those of us struggling to market ourselves. It works both ways.)

Quality content gives birth to new thought leaders, raises online and offline visibility, improves search engine rankings, builds brands and positions products and services in front of the ready-to-buy B2B or B2C consumer. Small businesses no longer need deep pockets to play on the same field with the big boys. They simply need time, patience, a willingness to listen and learn… and stellar talent. (Translation: a wonderful writer like you.)

I say, go get ‘em. What’s your take?

* More than 250 marketing professionals responded to the survey.

If I had a dollar (inflation, people) for every time someone asked me how I manage to keep up with all my writing…well, let’s just say I’d be doing a lot less writing!

One area that causes consternation is blogging. Since you’re here, it’s a good place to start.

How do I keep up with the relentless pace of creating valuable content 3-5 times a week? And what happens as my blogdom grows? (My new blog, CopyVirgin, will be available in March. If you can’t tell who I’m targeting, drop me a line and we’ll discuss it. )

Here are some tips to get you going:

Pay Attention

Did you make New Year’s resolutions? Are you still keeping them? If so, you’re the exception to the rule. Like dieting, losing weight, exercising, quitting smoking…blogging requires commitment and attention. Don’t relegate it to the back burner. Schedule it as if a client is paying you for it.

When you stop posting as frequently, the search engines lose interest. So do all of those great groups you’ve worked so hard to attract. If necessary, trade services with another writer who can post content for you, or pay a professional blog writer to get you over the hump (last resort).

Get Organized!

To blog regularly, you’ve got to make time for it. Solving this challenge requires organization, a plan. You schedule your time to meet client deadlines, don’t you? Plan your blogging time. Set aside 30 minutes a day, or 2 hours once a week, or Saturday mornings…whatever works for you. This is Blog Time and nothing and no one is going to get in your way.

Bring the Inspiration to You

Often, the problem isn’t your ability to write. The problem is, “I don’t know what to write about.” I suggest creating a document called Blog Ideas. Keep it on your desktop. As blog ideas pop into your head, jump over and jot them down before the phone rings or the kids interrupt and you forget. Then, when it’s Blog Time, the ideas are already there.

Google Alerts are another neat little trick – simply type in your chosen keywords. I typed in ‘copywriting’, ‘freelance writers’, etc. as well as the names of companies I want to follow. Don’t forget to follow your own name – you’ll be surprised where you pop up! Google Alerts will send information matching your keywords straight to your inbox, hot off the press. Voila! Instant inspiration!

Don’t Give Up!

There will be times when you feel pressured, just don’t feel like it, or something else needs your attention. That’s business, isn’t it? But it’s no excuse to give up. Like the dieter who gives in to chocolate cake, no good can come from skipping a scheduled blog post. If you miss a post, get back on track for the next one. Be disciplined and reap the rewards!

Have blogging tips of your own? Please share!

Overheard at dinner party:

Guest: So, Victoria, I hear you work on the Internet. That sounds like fun. What exactly do you do?
Me: Internet marketing.

Guest: Internet marking? What’s that?

Me: No, Internet marketing!

Guest: Oh! That sounds exciting. What is it?

This actually happened, about 3 weeks ago. I got so tired of explaining copywriting to people, I switched to ‘Internet marketing’. But as you can see, my strategy didn’t work out so well.

Most people don’t know what copywriting is. Or they think it has to do with ‘copyrighting’ a completely different animal.
Honestly, I just don’t want to explain it again.

But I’m not one to let things like this get me down. So, as I was commiserating with my friend Tina, who writes a blog at http://thewritingwithpurpose.com, we got talking about this very problem. That led me to research definitions for copywriting. I discovered that ‘copywriter’ refers to a person who crafts words designed to promote a person, business, idea or opinion. While ‘copy’ is any kind of content in print, a copywriter is limited to creating writing that persuades and motivates the sale of a product or service. As mentioned in Wikipedia, good copywriting can also dissuade the reader. Hmmm. Interesting.

To add to the confusion, Wikipedia states that an author of newspaper or magazine copy can be referred to as a writer, reporter or copywriter.

(By the way, in case you wondered, copywriting is a noun or gerund, and copywrite would be considered a verb.)

No wonder everyone is confused!

So knowing all of this, what can we say to people who ask us what we do for a living?

How about, “I work as a copywriter. That means I create content for my clients that will help them sell products and services in print or on the Internet.”

Boring, but effective.

Can you think of other ways to express what copywriting is? It would be fun to see what everyone comes up with.

Copywriting has been around as long as anyone you know can remember. But copywriting is no longer simply a catch-all phrase for clever advertising phrases. Given the Internet, organic search, keywords, page rank, algorithms…copywriting in 2010 is so much more. Today, writers who know how to create fresh content over and over, while using the latest basis SEO strategies as enhancement, will never find themselves out of work. The economy may stink, but the Internet continues to boom.

If you’re considering working as a copywriter, or are just beginning to get paid for your work, there is no better time than right now to make your move to full-time copywriting. The sooner you do it, the more quickly you’ll begin to develop a portfolio of projects, a group of loyal clients, and a great reputation for solid, reliable work. And the sooner you do these things, the more money you can command for the work you do.

Look at it this way: As our economy continues to morph, more and more people turn to the ‘net as a way to make money. Nothing gets done on the Internet without words. All those words have to come from somewhere. Savvy Internet marketers know those words can’t be about just anything…and that means they will come looking for you…the sharp, clever, experienced and knowledgeable copywriter who knows how to write compelling, engaging words that drive traffic and, ultimately, make money for the client.

As an expert copywriter, will enjoy working from home, with flexible hours, no overhead, and making good money for writing content that helps your clients reach their goals.

What could be better than that?

Let’s say you want to take a trip. You begin an Internet search to uncover your options. Getting to your destination by airplane is certainly an option. You’ll get there quickly, but the cost is a bit high. So, you check out trains. You’re surprised to learn that train travel is very economical, but you’ll be on the road quite a bit longer.

Hmmm…which do you choose? That depends on your goals for this trip. Do you want to spend as much time at your destination as possible, or are you ok with devoting twice as much time or more to getting there and getting back?
To ensure a successful trip, you need a plan. In this scenario, carefully thinking through each option will help you decide if the benefits of plane travel outweigh the risks to your wallet.

Unfortunately, not every decision is so simple. The path to success in life, and in your copywriting business, hangs heavily on the strength of your planning skills. The more skilled you are in thinking, assessing, deciding, and putting a plan into action, the greater your chances for success.

Strategic planning skills are not genetic. They are learned, and you too can learn how to act and think in a way that systematically helps you achieve your goals.

You see, many people wake up one day and say, “Eureka! I’m going to be a copywriter!” They don’t know what that really means, but they read somewhere that they could be rich by next Tuesday by choosing this career.

Ain’t gonna happen. Copywriting is serious business, and only the best and brightest enjoy the kind of success the rest of us dream about. Strategic planning is a huge part of achieving that success.

So how can you improve your skills in strategic planning? Begin with an Internet search. There is a wealth of coywriting resources available. Also, check out books available on the topic. A quick Amazon search reveals a wide selection of materials to help you improve in this crucial business-building ability.

Are you familiar with the “call to action”? Simply put, a call to action is a request for a prospect or customer to move on to the next step. What the next step is…well, that’s determined by you.

Let’s say you’re writing web site copy. You’ve got the home page completed, but you’ve forgotten the call to action! How will the reader know what to do when they reach the end of the page? That may sound silly, but the truth is that web visitors want to be told what to do next. They want you to make it easy for them to take the next logical step, without having to think about it too deeply. So then, it’s your job as the writer to create a compelling reason for the visitor to move deeper into the website, to sign up for the newsletter, to register for a free gift…and that’s where the call to action is invaluable.

If you’re creating your own website, the call to action is important. If you’re writing website copy for a client, however, it’s crucial. This single, simple sentence can help your client sell more products and services. When you understand the call to action and how to use it, you can achieve the ultimate copywriting goal: Helping your clients make more money. In other words, when the client’s phone stops ringing, you’re out of work. When it rings off the hook, everyone is happy. So it pays to master this technique.

The most effective call to action compels the reader to stop everything he or she is doing to take action or buy something from your client right now.

There are various strategies for accomplishing this:

Place a deadline on ordering: “Order by the 22nd and receive…”

Warn of an increase in cost: No one wants to be left behind. Let your readers know your price will soon increase, and this will stimulate people to buy now.

Offer a trial period: when people sign up for a trial, they feel like they’re getting something for nothing. Help customers feel good about their decision to try your client’s product or service by adding additional bonus materials that can be theirs to keep, simply for “trying” the product or service for a limited time.

Add incentives: Everyone loves a free gift. Say something like, “The first 100 people who respond to this order will receive a valuable free gift…”

Remove the risk: Tell people they can cancel before the trial period expires if they aren’t satisfied.

Offer a long term guarantee: As much as a year to look over the product or try the service. Sounds risky for the client, but it’s really not at all. (We’ll discuss this in another post.)

Regardless of the call to action you choose, don’t forget to use appropriate action phrases, such as “Call now!”, “Mail this card today for faster response”, “Follow this link to receive your private bonus,” and so forth.

These phrases tell the reader what to do next, so they can effortlessly do it.

Whatever you do, don’t say, “You can reach us at your convenience at 555-1212.”

Can you see the difference? If so, then get started right now on improving the value of your copywriting with high-impact call to action phrases.

You may have heard some buzz recently about a book that has just hit the market. It’s called New Path to Riches, by Nick Usborne. Nick is a highly experienced Internet marketing guru with several books for copywriters and website owners. However, he has a wonderful way of ‘dumbing things down’ for those of us who are less familiar with exactly how Internet marketing works. (This is where Usborne differs from many other ‘experts’ who seem to simply complicate the issue.) In fact, the subtitle for this book is “How Your Neighbors are Making a Big Second Income by Writing and Publishing Their Own Money-Making Websites.” That should give you a good clue about what’s inside.

Why is it so important that you read this book? Whether you are highly experienced in copywriting and Internet marketing or just getting started, Usborne begins at the beginning, and really lays out the steps one by one. By the time you finish the book, you will know exactly how to find success on the Internet. Or, if you’re already doing lots of things to promote yourself online, this book will tell you where to patch the holes. So, it’s great for everyone.

Now, I’m not a newbie when it comes to Internet marketing. And truthfully, the first few chapters of this book were a bit of a yawn, because the concepts are familiar to me. But trust me…it gets much better! I was actually sorry to see the book come to an end.

So here is what I would like to do, in the spirit of holiday giving:

I’m going to give the book away for FREE!

That’s right- Every copywriter’s favorite price!

But I’m not going to give it to everyone…

Here’s the catch:

My blog is new. I’m just beginning to get traffic. So I’m anxious to receive more blog comments, and I’m willing to reward those who take time to offer their opinions.

So…the first “new” person to leave a meaningful, thoughtful comment on this blog between December 20 and December 30 (not just a back link to something else) will receive this book from me for free*, shipped right to your door, as a thank you for your efforts. By new, I mean anyone who hasn’t commented on the blog previously.

New Path to Riches is truly hot right now and I’d love for you to read it, enjoy it and profit from it in 2010. So start commenting!

*This offer expires at 5 pm ET on 12/30/2009, and is only available to U.S. residents.

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.