The phoenix is a key symbol of rebirth

Chris Hoole of Apple Copywriting explains what copywriting means to him.

I don’t mean that writing for a living is going to make you come over all religious, although I guess it might. No, what I mean is that it is a way to start a new life and feel as though you are born again in a strictly earthly way.

Let’s start by considering why you might want to get born again, anyway. Are you bored at work? Is your life stuck in a rut? Do you want to express your creativity to the world? Has work lost its meaning for you?

I personally stumbled into the world of online copywriting by the most bizarrely tortuous route possible. I am from the UK but had decided to go and live in the South America to give my life a new direction and more interest. Actually, that’s not true. I decided to go to South America for a break from a dull life and ended up finding a place where I felt more at home than in my own country.

The only problem was that jobs are pretty thin on the ground where I now live. The options were pretty much to open my own business or brush up on my shoe shining skills. Then one fine day I decided to see if there was any chance of getting a job on the internet. I didn’t hold out much hope but I felt that I could offer something more to the world than a nice buffed finish.

To my amazement someone offered to pay me real money for writing travel articles about places I know. The night before I started I didn’t sleep a wink, as I suddenly realised that there were things I wanted to tell the world. Stories appeared fully formed in my head and I had to scribble them down on a notepad so as not to forget them.

That was the start of my copywriting career and while there have been a few low points since then the majority of the time has been rewarding. I truly do feel as though I have started a new life, and here are the reasons.

I Express Myself

I used to work in a job where showing creativity or personal initiative would have been as heavily frowned upon as turning up wearing a tutu and a pair of biker’s boots. Now I can write articles about my misspent childhood, the things I hate, my dog and anything else which flits across my fevered brain. Writing these kinds of personal articles and blogs has even helped me remember things I had long forgotten about. For example, I just had to write about camping trips and I remembered in great detail a family trip where I went to the beach every day with my sisters. On a rather naughtier note, I have to confess that I kind of enjoy making up stories and passing them off as being real. It is fun to write a blog claiming to have done things which I simply haven’t.

I Live and Let Live

Some people say that working alone from home must be dull but I love it. There is no boss, no office gossip and no need to put my shoes on every day. Going out to do something interesting during the day and then working through the night makes me feel as though I am really living. As well as feeling as though I have unlimited freedom with my working hours I also know that I am not causing any grief to anyone. One of the nasty things about working in an office, for example, is that problems with the other workers are almost impossible to avoid from time to time. Even for someone as cherubic as I am.

I am Born Again

It might sound like an exaggeration but if you were in my slippers right now you would know that it is true. I genuinely feel that writing from my home office has given my life a new direction and more meaning. It is impossible for me to imagine working in a stuffy office 8 hours a day again. Instead of waking up each morning dreading the commute to the office I now stroll the 10 metres to work looking forward to another day in my new, improved life.

Image:  joncandy

by Sean Platt

One thing all top-earning copywriters have in common is their dependable ability to drive readers to action.

It doesn’t matter how witty you are, how well you use alliteration, or how well you can draw your characters – if you can’t drive your readers to action, you’ll never command the fees that top-tier copywriters do.

A dollar to two dollars per word may sound like a lot of money, but that doesn’t mean those copywriters are overpaid. If a writer can get $10,000 for a sales letter, what do you imagine the person who paid for it stands to make?

Yet those top copywriters aren’t doing anything you can’t do and don’t know anything you can’t learn. Copywriting is a skill based profession. What they have that you don’t is years and years of practice.

So get started.

I fancy myself a pretty great father, but it didn’t happen the day my daughter was born. I had to fail many times and keep practicing before I learned enough to make it look easy.

Top-tier copywriters know how to lead their reader from the top of a page all the way to the bottom, where there is a call to action (the hot spot where you can turn readers into buyers).

It doesn’t matter if there isn’t an actual purchase involved. A “buyer” is any reader who rewards you for your time. And if you’re writing online, that is what’s ultimately important. It’s not just about sales; it’s about widening your network, building your fan base, and gathering as much attention or profit as you can for every word you write.

Online, you have scant time to grab attention, so you must start with a compelling headline, inspiring curiosity enough to capture the click, but without being disingenuous.

Your headline must make a promise and your copy must keep it. Consider what you’re trying to say, and then think of the best way to wrap that information in a bit of intrigue and wordplay.

Once your reader is on the page make sure your first sentence is compelling enough to lead them directly into the second sentence, then right into the first paragraph and all the way down the body of the page.

Every bullet, every subhead, every paragraph of your copy should be in precise alignment with whatever it is you want your reader to do at the end, as well as with the promise you made in your headline.

Sometimes getting my children to do what I want is as easy as asking. Other times, I lay the road brick by brick from morning through to afternoon so our evening goes precisely as planned.

Treat your copy the same. Understand that your copy is a single organism with every piece dependent on the others. Treat your words as a narrative, maintaining flow from the top to the bottom, then paying special attention to the call to action at the end.

Use the call to action to bring it home. Tell your reader what you want them to do. And don’t be shy. If your reader has made it through to the end of your copy, they’ve already given you their time – the most important asset they have. They want to know what they should do next.

Whether you’re asking for a sale, a “like”, a comment or a re-tweet, learning how to ask for action just like the top-tier copywriters do will help you live the writing life that you deserve.

Sean Platt helps good writers make a great living. Get his free report, 24 Easy Ways to Turn Readers into Buyers and learn how to close those sales. Follow him on Twitter. (photo: Timo Heuer)

I am a writer, blogger and editor. I am an avid reader and a keen Scrabble player. I am a mother and wife. I am a black woman. All of these things are part of who I am but no single one defines me. I was reminded of this when I read James Chartrand‘s amazing story about changing her name and online persona to enable her to care for her family.

In some ways, this story made me sad, because it reminded me that there are always those who want to put us in a box and define how we live in it. They see the externals, make judgments and behave accordingly. I have turned up to interviews where people have been visibly shocked to see a black woman. “Your name doesn’t sound black,” I was once told. (Just what is a ‘black’ name, anyway?)

In others, it inspired me, because it shows that we don’t have to buy into those definitions, to allow others to say what’s right for us. We CAN fight back, even if not all of us choose to do it in James’s rather unorthodox fashion.

In much of my time in the UK, particularly in the work environment, I suffered for the double whammy of being both black and female. “Why didn’t you apply to work for one of the ‘ethnic’ papers?” asked one interviewer. “Because,” I replied, “the colour of my skin is does not define who I am and what I am interested in.”

I’d be lying if I said it was never an issue. There are ways in which the treatment of people of different ethnicities is so unequal as to forever create divides. (As a former lecturer on cultural studies, I have studied inequality as well as lived it.) I have been called the ‘n’ word, I have had accommodation evaporate before my eyes, I have had people try to pay me less despite my experience and skill. For me, those experiences do not give me the excuse for blanket hatred, for blaming others and for opting out of taking responsibility for my own life.

Unlike James, my picture is all over the internet. Unlike James,  I use my real name for my online interactions. It’s true that there might be people who don’t hire me because I’m a black woman – their loss. Those who do hire me will find that like James, I know my value and I accept nothing less.

If you haven’t already heard that James Chartrand of Men with Pens is actually a woman, then you must have been hiding under a rock. I read the entire post with bated breath and then tried to work out how I felt about it.

I’ve always thought James rocks and that hasn’t changed. If anything I respect James even more for what must have been a tough decision to keep things together at home.

What I find disturbing is that in the 21st century, women are still having to deal with this gender bias cr*p! Writing doesn’t involve any heavy lifting – except of the mental kind – so the only important thing should be whether you can do the job or not. You should also get equal pay if you can do the job – that should be a given.

I never considered operating under a male pseudonym, though I had a friend who did a similar experiment and found that her earnings increased when she did. She got more respect and less haggling. But I do wonder whether all the times when – in spite of my 20+ years of experience and string of clips – I had to make a case for being worth my hire, it was because I am a woman. I’ll be thinking about that one for quite a while.

If you are just starting out as a freelance copywriter, it can be hard to know how to build your clientele quickly, generate immediate cash flow and garner repeat business. Well here’s a tip:

Most freelance writing businesses fail not because of a lack of talent, but because of a lack of organization.

So here is a suggestion for you: Focus on performance.

Good performance can make the difference between constantly struggling to attract new clients, and sitting on a cushy monthly retainer from a client that is satisfied with your deliverables. So once your services have been retained, remember these three rules:

• Deliver on time.
• Deliver what was agreed.
• Deliver above expectations.

Today we will focus on the first bullet: Deliver on time.

To deliver your projects on time you need to assess your workload and establish production priorities. Having done that, your next step is very simple:

Start early.

Here’s why:

Starting early increases your free time – and your bottom line. It gives you time to develop your ideas fully, which results in stronger copy. Stronger copy means happier clients, more repeat business and a fatter bank account. Which ultimately means more time sipping mai tais, and less time slogging away in front of your laptop. What’s not to love about that?

Starting early improves your writing – and cures insomnia. It helps you avoid the 4:00 a.m. all-nighter – and the gritty-eyed, foul-tempered, cotton-brained gremlin it can turn you into. Writing when you are not at your usual prolific and witty best can result in off-target, error-filled, painfully soggy copy. Soggy copy means unhappy clients. And unhappy clients mean – you fill in the blanks.

Starting early gives you time for review and revision. This is the phase during which you tighten up any trailing ideas and correctly position those often annoyingly misplaced modifiers. You can also use this period to shoot the copy to your own personal review board and get feedback. So if Mom tentatively whispers ‘It looks interesting, dear, but what does it mean?’ realize that your message might not be as clear as you thought. And if your BFF snarks ‘I see that Remedial Spelling didn’t do you any good, lol. That should be ‘ore’, not ‘oar’, just revise – and thank goodness that it was not your client that caught that snafu.

In short:

Starting early helps you deliver accurate, effective, error-free copy ON TIME. And that is one of the easiest ways to keep your clients happy, encourage them to hire you again and improve your bottom line. Mai tai, anyone?

Lisa Hurley is a poet and copywriter. She is currently working on a new book.

You would have realized from my posts that I’m all about “the job�?. Preparing for it. Landing it. Keeping it. Getting paid for it. Today, I thought I’d write about “being good at it�?. So as I cast about in my mind for how to handle today’s topic, I was inspired by an amazing book that would help me stick to my theme of excellence in copywriting: “Breakthrough Advertising�? by Eugene M. Schwartz.

It’s one of the greatest, most sought after books ever written about the craft of copywriting (apparently a used copy was recently sold online for over $900.00)…by one of the most legendary copywriters in the world (it is rumored that Schwartz was once paid $54, 000.00 for 4 hours of work.)

Is the hype valid? Who knows? But I do know that it has helped me “up my game�?, and especially improve my headlines. In fact “Breakthrough Advertising�? gives over 35 creative ways to strengthen headlines. Here are some of my favorites:

1. Measure the SIZE of the claim: (lighter, bigger)
2. Measure the SPEED of the claim: (faster)
3. COMPARE the claim: (less, more, whiter, easier)
4. SENSITIZE the claim: (appeal to taste, smell, touch, sight, hearing)
5. REMOVE LIMITATIONS from the claim: (no effort required)
6. Tie AUTHORITY into the claim: (used by the pros)
7. Stress the NEWNESS of the claim: (announcing, now, new)
8. Stress the EXCLUSIVITY of the claim: (not available anywhere else)

Of course, Schwartz gives lots of actual headline examples in the book, so if you’re ever stumped, you’ll get tons of ideas to start the creative juices flowing. “Breakthrough Advertising�? really is an excellent how-to for anyone who writes direct mail or advertising copy for a living.

Three Post Scripts:

1. I’m still working on my headlines. They are always a challenge.
2. One of my favorite “real world�? headlines: Gone today. Hair Tomorrow. For a hair transplant doctor. Priceless.
3. No. I did not pay $900.00 for the book. I got it in my company bookstore for $2.00!

©Lisa Downer 2006

Freelancing is tough. What’s even tougher? Finding that perfect job on craigslist…and then realizing you have no samples to send.

So do yourself a favor, build a portfolio.

Here are my top 5 tips for showcasing your clips:

1.

The First Shall Be First

Lead with your strongest work. One killer campaign is better than hundreds of mediocre efforts.

2.

Poll The Audience

Not sure which are your best pieces? Ask. Canvas qualified industry contacts, fellow-writers, former professors…they’ll be happy to help. Every piece should be a blockbuster.

3.

Matchy-Matchy

Choose clips that match the position you’re looking for. This establishes that you are serious, and have at least a basic understanding of tailoring message to audience. This’ll get you closer to the top of the client’s shortlist.

4.

Matchy-Matchy #2

Use a portfolio format that matches your desired job as well. Applying to be an interactive copywriter? Use an online portfolio complete with web links. For a job that’s targeted to print, it’s easier to get away with printed samples (although you should have electronic copies/PDFs just in case).

5.

Save Me!

Save like a maniac. Save every single thing that you work on. Be completely obsessive. Create a master file, and maintain it like a librarian. If you have only one original, make copies. So when you find the next dream job, look through your master file first, then start again at point number 1.

© Lisa Downer 2006

O.k. Students, in yesterday’s lecture we covered the importance of research, the supremacy of the offer, and the necessity of clarifying the response mechanism. You are now one step closer to writing money-making copy!

Once you’ve laid the groundwork, here are your next steps:

4. Decide concept and format. What’s your slant? If, for example, you’re promoting a book about controlling blood sugar, do you go the serious “diabetes health report�? route? The indulgent “eat anything you want—even sweet desserts�? route? Perhaps the “Glycemic index�? slant? How about the vanity/weight loss approach? (Here is where you use your research to determine prevailing consumer interests/POV) Will your copy be long-form-full-disclosure, short and teasing, or a mixture of both? Deciding your point of view and format up front make it easier for you to craft copy that speaks to the consumer in the way that will make them place the order. Use your research or test results from previous rollouts to figure out what they respond to best, and write in that style. Speaking of which…

5. WRITE, WRITE, WRITE. The copy is the single most important element. Shoddy copy usually results in suppressed response. In addition to the offer you also need to focus on benefits. The question you’re answering is “What’s in it for me?�? This is what every prospect/buyer wants to know. Other vital elements: powerful headline and sub-heads, scannable copy with lots of white space for easy reading, numerous hotlinks. People often only read headlines and bolded copy, so make sure that your headlines and subheads tell a cohesive, compelling story on their own. Make sure your call to action is prominent and powerful. Dumb it down. Use complex words for your novel. For direct mail, keep them short and sweet: call, free, gift, order, phone, now, today, free, free, free. Did I mention free?

6. Rinse and repeat. So your campaign rolled out, the orders rolled in, you cashed your cheque, and now you’re on to the next client. They need the deliverables yesterday. (Isn’t that always the case?) The great thing is, you now have a winning format/formula that you can apply to multiple jobs.

This is not an excuse to get lazy—the copy must still be snappy, zingy, on-brand, and on-strategy. But there’s nothing better than knowing you have a template to follow when it’s the midnight before your full copy deck is due…and you haven’t yet started. In this case, repetition is good.

© Lisa Downer 2006

As a freelancer, there’s nothing sweeter than hearing: Congratulations! You’ve got the job.

Except maybe for being told: Your copy was so on target last time, we want to extend your contract.

You smile, nod and shake hands with your new employer, all the while dreaming in delighted relief of the car you can now afford, iPod you can justify buying, or, more practically, light bill you can finally pay.

So how do you, the freelance writer, best leverage this potentially lucrative income-stream?

How do you write copy that puts YOU at the top of your clients’ callback list?

All you have to do is follow these simple rules:

1. Research, Research, Research. Boring, but crucial. Use your client’s creative brief, or develop your own. Clarify objectives. Identify the USP (unique selling proposition). Ask questions. Acquire samples. Google like crazy. Even (if people still do this) go to your local library and do some reading. Lexis-Nexis is your friend. Get the picture? This is the basic black underwear of your writing wardrobe. Not sexy, but absolutely necessary. Well-conducted research gives you greater insight into your client, their brand, their consumer/target, market trends, and more, and is the foundation for on-strategy copy. And on-strategy copy is what gets you repeat business. Repeat business pays the bills. And that, as Martha Stewart would say, is a good thing.

2. Clarify the offer. Remember at all times that you are not selling the product, YOU ARE SELLING THE OFFER! The offer is what piques prospects’ interest and gets them one step closer to the purchase. Sometimes, the offer is the product (client sells 10 widgets, customer pays $10.00). Often it is not. Again, this is a good thing. Once your client has the good sense to offer a FREE trial, FREE gift, FREE shipping, buy one get one FREE (get the hint?), this gives you a tool to pull the target customer in with. A pull is always an easier sell than a push. So sell the offer. Not everybody wants widgets, but everybody loves free stuff. Never underestimate the power of greed.

3. Clarify the response mechanism. This really should be covered in your creative brief, but if for some reason it isn’t, you need to be absolutely clear on how you want customers and prospects to reply. You want to make it as easy as possible for them to give your client their money. They’re asking: “How do I get my free stuff?�? and you’re saying: “Here’s how. It’s really easy�?. Here’s where you give prominence to phrases like: Call 1-800-xxx-xxxx today! Order now, or go to www.asdfjkl.com more info! Click here to claim your free gift! Sit back and watch the orders come rolling in.

So there you go. You’re ready to start your first draft, so get to work.

Come back to the blog tomorrow for more tips on how to craft effective DM copy that pays your bills!

When I decided to go away for a few days I couldn’t bear the thought of leaving my blog unattended, so I got permission from John (Admin) to have a guest blogger.

Choosing a guest blogger is a serious undertaking, especially on WritingUp where I have to reveal my password for the blogger to post. I had to think of someone I could trust implicitly, who wouldn’t get involved in clickfraud and who could write about writing. I didn’t have too far to look to meet all the criteria.

My sister Lisa is a copywriter and songwriter. She’ll be sharing her writing and internet marketing expertise here at WritingUp and doing more general writing at my Writing Lab. This is the first time Lisa is blogging (so she might need advice on a couple of formatting things), but I’ve had a sneak preview of some of her posts and she’s got some good stuff planned. She’ll take over temporarily from next Monday or Tuesday for about 10 days. And if you like her stuff, the good news is that I’m trying to persuade her to write regularly on the Writing Lab blog. Just keeping it in the family.

Back soon!

Sharon