Talk about the benefits of your product or service. These benefits will show your readers that they need what you have to offer. To make it more readable, use arrows, bullet points or other types of clever formatting. If you have a lot to say about your product or service, don’t hesitate to include everything. Unlike other business letters, one meant for sales doesn’t have to be just one page.
Great stuff Neville! I love what you’ve posted here; I have been searching for information on freelance and copywriting for some time now. Everyone has done an awesome job posting on your site, it only motivates me to keep going. I’m aware of some of the obstacles and aware there will be more for me to cross, but its sites like this that encourage beginners, such as myself, to dive right into the writing world. You pointed out key points: “just start writing”, join groups that are already writing, and read material pertaining to writing. I only did one of the 3, read about copywriting, lol, I know what your thinking, “this guy must have JUST started”, yes, and thankfully, your site has opened a new portal for me. I’ll join a writing group or some writing groups after this post, and I’m taken your advice today by just start writing on your site. I know its a long way up the latter, but I’m determined to use my skills that has been repressed for sometime now. I actually have a great paying job, but, like most writers, I want more time for me; I spend entirely to much time doing someone else work making them rich, when I can use my own skills to make a decent living and have fun while doing it, its a no brainer for me now. Although, I know it will take dedication and consistency, which I know I have, I’m eager and filled with writer passion. Again, thanks to everyone and good luck to all, including myself. “Here we go”!
Read Joe Pulizzi's excellent book Epic Content Marketing. I started reading it after I wrote this post and it confirmed and expanded what I already knew about content marketing, with much more detail than I could ever go into here. Something Pulizzi emphasizes which I originally left out was the importance of focusing on producing mobile-friendly content, since smartphones are becoming the dominant way in which most of our customers access content. Also read Michael Hyatt's Platform, mentioned above. Frequent websites like those of Content Marketing Institute, Ragan, Copyblogger, Michael Hyatt, and Gary Vaynerchuk and sign up for their email newsletters. It won't take you long to become not just familiar with content marketing, but an expert.
Have you ever heard the phrase, “Sell a good night’s sleep, not the mattress”? Think about all of the mattress commercials and advertisements you’ve seen before. Do they lead with coil count or insulation padding details? Nah. They sell you on how comfortable the mattress is, how well you’ll sleep on it, and how much more productive and enjoyable your days will be when you are well-rested. They want you to positively frame their product, envision yourself using it, and negate any potential concerns you may have.
I’m a mom to twins and my background is Psychology and education. But you know what? I pitched to several job ads and landed a gig writing about car seats, road trips and and gas prices. I wasn’t going to say no to that and plus they were looking for a writer that was a mom. Here’s my posts on my first freelance writing gig. http://www.wheels.ca/author/elna-cain/
The content you create should be shared on the social networks on which you're active. (And if you're not active on any, this is one of the reasons to get started.) Moreover, Google's algorithm considers social signals as one of its most important ranking factors -- socially shared content is a vote of approval, or at the very least importance, so it makes sense Google would consider it when deciding whether a post should rank well in organic search.
Problem: I need to reach more customers, while keeping my costs low. According to Forrester research, today’s customers distrust and resent marketing that interrupts or intercepts them. Engaging content marketing should be part of a natural conversation with current and potential customers, be relevant to their interests and behaviors, and build a continuous story over time. Content marketing pays dividends for a very long time, and this effect multiplies as you build out your content library.
Webpages. What’s the difference between a normal webpage and a webpage that is content marketing? Consider The Beginner’s Guide to SEO from Moz, a provider of SEO related tools and resources. This resource, offered for free, has been viewed millions of times, bringing in countless customers who otherwise might never have stumbled across Moz and the services they offer. Or take a look at a case study from the design firm Teehan+Lax. Most case studies are boring. Their case studies are fascinating. That’s the difference between simply putting content on your website, and content marketing.
Sent out any sales letters or emails lately? Direct mail is still a very powerful marketing method—as much as five times as effective as email marketing—and sales letters are one of your best direct mail tools. But before you get to see how effective sales letters are, you have to write one. Here’s how to write a sales letter that will wow your readers and persuade them to buy your product or service.
The reason is that each form of writing has its own style. News is delivered AP style, in short, informational paragraphs with the meat of the story at the top. Blogging is personable, friendly and often opinionated. Ad copy is short and persuasive. White papers are long; they describe a problem and provide the solution. But, regardless, each and every category is content, and each style writers master makes them more valuable and in demand.
It's important to do regular reporting -- I recommend monthly -- on each of these metrics so you know where your growth levers lie. Regular reporting also helps you identify negative trends or plateaus early-on so you can address them before they become bigger issues. Most importantly, however, tracking the success of your initiatives makes it easy for you to repeat what works, eliminate what doesn't, and promote the success of your content marketing program so you can justify its expansion, and its seat at the modern marketing table.
While the goal on social media sites like Instagram or Snapchat is to connect more intimately with your audience, your goal on platforms like Facebook and Twitter is to expand that audience, drive traffic toward your website, and start conversations in your industry. Do some basic market research to discover which platforms your buyers are on, and mold your content to their expectations.