Competitor research is important, but you also have to be extremely familiar with your own product or service. Rolls Royce was one of the first major accounts Ogilvy won when his agency was in its early years. In his book, he talks about spending a full three weeks reading about the car to come up with one simple headline: “At sixty miles an hour, the loudest noise comes from the electric clock.” This might not seem like the type of detail that would take you three weeks to find, but sometimes you need to give your brain time to let the information soak in.
Since then I’ve been trying to recapture the same flame I had going on Elance on the Upwork platform. I’m honestly just frustrated with platforms such as these. I’m an experienced Copywriter, with a Journalism degree. I want to make this a career. I know that I have services that many can benefit from. All of your advice is what Ive been searching for. It’s extremely difficult to to find resources on how to carve out a writing career. You genuinely want to help others, and I thank you. I’m going to put everything I’ve just learned from you to work today!
You may also want to consider doing an internship at a publication you hope to work for full time in the future to make connections with editors and other writers at the publication. Many of these internships will likely not be paid, at least not at first. Be prepared to receive compensation in the form of connections and contacts. But be wary of being taken advantage of as free labor. If you feel uncomfortable working for free, try to find internships that pay.
I got my first client from a freelancing site in the Netherlands. It’s something like Upwork – I tried that too – but here, clients are actually willing to pay you good money. So I received 100 euro for some creative web copy around 600 words. And actually I think I could have charged more. The client said it was a decent price. Maybe I could have charged double!
Books. Like movies, people often think of books as selling themselves, but savvy marketers don’t sell books just to sell books, they sell books as marketing tools. Michael Port’s sales manual Book Yourself Solid is a great read for entrepreneurs, salespeople, and marketers, and while I’m sure Port enjoys selling his book, the book is a tool for driving customers to his coaching and speaking services. Although with self-publishing it’s easier than ever to publish a book, there is still the perception that it’s difficult and that only reputable professionals can publish a business book. Publish your own, and even if people don’t read it you can still use it as a form of content marketing every time you’re introduced as “Author of…”
Blog posts. Distill your content marketing strategy into your blog schedule or strategy. The company blog can and should be used to cross-promote other content, which will help keep posts on a consistent schedule. If you don’t have a marketing team member who is familiar with search engine optimization (SEO), this is one area where you might want to consult a professional.
Predictably, blog posts are typically written by the bloggers. However, if your team is large enough to have someone dedicated to creating gated assets and premium content -- things like ebooks and tools -- they should also write blog posts to help promote those assets. SEO specialists will also work closely with bloggers, as blog posts are often a company's best opportunity to improve organic search rankings. As such, bloggers should be writing posts that help improve the site's SEO, and drive organic traffic and leads. Their editorial should be informed by keyword research, and optimized for SEO.
Hey Nev! Awesome post. It’s very informative for someone new (like me) to copywriting. This post couldn’t have come at a better time for me. I like your tips and I’d like to give you one that is working well for me. Just write. Every day I have been creating the habit of writing daily. Just having a daily goal with a super-simple task to complete helps tremendously. I think Stephen King recommends daily writing practice, too. It’s working well for me as I increase my skills and learn new things. And that’s my 100 words for the day!
Add value. That’s the secret. It’s not really a secret at all. We've already talked about it throughout this piece. Although when you look at some of the marketing companies engage in you wonder if they’re purposely avoiding the obvious. We skip advertising when it provides little to no value. If you want to learn about advertising that doesn’t get skipped, find a skateboarder and ask him if you can watch him look through a skateboard magazine. You’ll see that he spends as much time looking at the ads as he does looking at the articles and photos. Or check out The Berrics website. Much of the content is advertisements, but skaters don’t skip these videos, they watch them just like they watch the other videos, because they’re getting the value they want--good skating. As a skater I’d like to say skateboard companies pioneered content marketing decades ago, but I know they were only doing what came naturally, and selling more product was secondary to the fun of creating videos and magazines. If you want to hire someone onto your marketing team who understands content marketing intuitively, hiring a skateboarder might not be a bad step.
Quick turnarounds. When you write for an employer, on their timeline, you will need to be able to write fast and write well. This is especially true for writers just breaking into content writing. Often, your project will come with an expected words per hour, or article per hour, as well as strict deadlines. You will not have time to labor over every word or turn of phrase. Instead, you will need to produce content fast and at a constant rate.
I’ve been reading your articles for the past year, and it really has changed the way I approach copy, especially when crafting emails. I, too, have a swipe folder (bwuahahaha), and after reading this article, I consider myself a triple threat (copywriter with 2 years working in a marketing department… ex-medical assistant, barista, and IT person). Either way, I’m always reading, sharing, and generally enjoying your blog. Well played, sir!
Content writers may need a bachelor's degree or higher. Many employers hire writers with degrees in English, journalism, communications, or creative writing. Depending on the subject matter, content writers might need a degree in a particular field. For example, a content writer creating content for an online math course might need a degree in math in addition to demonstrating solid writing skills.
If you are writing a sales letter, then your primary concern is going to be grabbing eyeballs for the product or service that you are selling. For this, you will need to ensure that not only is your letter direct and to the point, but also enlists all the benefits that your potential client could gain from using your product. Given below are some tips that will help you write a letter, that is effective and beneficial for your company.